How to enrich B2B leads: from a company name to a decision-maker

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We can handle prospecting, enrichment and outreach for you, for companies in the Czech Republic and Slovakia.

What lead enrichment is and why a company list is not enough

A list of company names and registration numbers is not a lead yet. A salesperson cannot tell from it whether the company still exists, what it does, who decides or why it would care about your offer. Enrichment is the step between “we found a company” and “we write to it”. You add the data that lets you filter, score and approach it specifically.

Enrichment also saves what hurts most: the salesperson’s time. Messages written without context get few replies. Someone who knows what the company does and whom to contact writes a shorter and more relevant message.

Which sources to use and what you get from each

No single source is enough. ARES does not tell you what the company really does, a website does not say who decides, and not every small firm is on LinkedIn. The strength is in combining them and in the order you use them.

The process step by step

1. Define your ideal customer profile (ICP): industry, size, region, decision-maker role and a signal that the company needs your product. Without an ICP you will enrich everyone.
2. Build a rough list of companies: from ARES by CZ-NACE and region, from maps or from industry sources.
3. Verify the company in ARES: active entity, correct number and address, statutory body. Drop inactive and dissolved companies immediately.
4. Read the website: what it offers, to whom, in which language, which contacts it lists. Write one sentence on why the company might care about your solution.
5. Check the company on Google Maps: the location exists, phone and website match, there are signs of activity (opening hours, recent reviews).
6. Find the decision-maker on LinkedIn: managing director, owner or a manager responsible for your area. In small companies it is usually the owner.
7. Add and verify email and phone. Prefer a named address of the decision-maker over a generic info@.
8. Score the lead on ICP fit and signals, then sort. Contact the best ones first.
9. Write a message that refers to something specific from the website and choose channels: email, LinkedIn and optionally phone.

To learn how to score a lead see our Czech guide to lead scoring. For the Czech business register see how to look up any Czech company in ARES.

From enriched data to outreach

Enrichment only pays off if it produces a better message. Use what you found: one specific fact from the website, the person’s role and a reason you are writing now. Keep the rest short.

Cadence: first email, a LinkedIn invitation or a call a few days later, a follow-up a week after that and finally a closing message. Stop the sequence after any reply, positive or negative. For Slovak companies write in Slovak or Czech, whichever is usual for them.

The most common enrichment mistakes

• Enriching everyone. Without scoring you spend time and money on companies that will never buy. Filter by ICP first.
• Stale data. Companies close and people leave. Re-check data older than a few months before a campaign.
• Personalisation by name only. “Hello John” is not personalisation. One specific fact about the company is.
• Generic emails. A message to info@ often never reaches the decision-maker. Find a named person.
• Bought databases. They tend to be outdated and are no guarantee of relevance. Assemble data from public sources instead.
• Contacting without consent. Commercial email in the Czech Republic needs the recipient's prior consent, including company addresses. An opt-out does not replace consent.

Legal: email and consent

Enriched data does not mean you may contact the person. Under § 7 of Act No. 480/2004 Coll., commercial email in the Czech Republic requires the recipient's prior consent, including company and generic addresses; existing customers are an exception. A publicly available email is not consent, and GDPR legitimate interest does not replace this requirement. Phone and LinkedIn have their own rules. See our Czech article on GDPR and cold email. This is not legal advice; check the set-up with a lawyer.

Do it yourself or externally?

You can do it yourself if you contact dozens of companies, have time for manual checks and a clear ICP. We recommend starting with a small pilot batch and measuring how many leads are relevant.

An external team makes sense when you need hundreds of enriched leads, lack tools or time, or want outreach handled by someone else and only interested contacts passed to your salesperson.

If you want to delegate it, see our B2B lead generation service for companies in the Czech Republic and Slovakia, or read about Czech market entry.