Lead Scoring on CRM Data: How We Lifted Free-to-Paid by 134%

The Problem: Too Many Demos, Not Enough Signal

As a bootstrapped SaaS founder, you can’t afford 50 salespeople. You need users to upgrade on their own, or you need to identify which accounts deserve your attention before scheduling a demo.

Here’s the question: if tomorrow the Head of Sales at a unicorn creates an account on your website, would you know in real time?

With an enriched CRM, the answer is yes, and it’s easier to set up than you think.

How CRM Enrichment Works with Datagma

When a new contact enters your CRM (from a sign-up, a form, or a demo request) Datagma creates or completes the record with:

• Company data: headcount, industry, funding stage, technologies used, company profile page
• Contact data: seniority level, full professional profile URL, verified direct mobile phone
• Job Change Detection: if any contact leaves their company, Datagma creates a task for the contact owner

If the contact or company doesn’t exist yet, Datagma creates it; if it does, Datagma completes it rather than duplicating it. Data is written to properties Datagma creates automatically. Anything your team entered by hand is never overwritten or deleted.

The same actions are available on HubSpot, Salesforce and Pipedrive.

The Result: 134% Improvement in Free-to-Paid Conversion

Here’s what changed after implementing CRM enrichment at Datagma:

Before enrichment:

• Every new sign-up looked the same: just an email address
• Demos were scheduled for everyone, including students and curious users
• Sales energy was spread equally across all leads

After enrichment:

• Every sign-up instantly had company size, industry, funding, and seniority
• High-potential accounts (large companies, funded startups, sales teams) were flagged automatically
• Sales focused exclusively on leads that matched the ICP
• Free-to-paid conversion rate improved by 134% over two months

Step-by-Step: Setting It Up

Step 1: Connect Datagma to Your CRM

In your Datagma account, go to Integrations and authorize HubSpot, Salesforce or Pipedrive. Datagma creates the contact and company properties it needs automatically.

Step 2: Choose Which Contacts to Enrich

Select which lists to enrich. You can choose:

• All new contacts as they’re added
• Specific static or dynamic lists
• Historical contacts in bulk

Step 3: Define Your Scoring Rules

Use your CRM’s lead scoring or workflows to assign scores based on Datagma-enriched properties:

Condition	Score
Company size > 200 employees	+20
Funding stage = Series A or later	+15
Seniority = C-level or VP	+20
Industry = SaaS or fintech	+10
Contact has direct mobile phone	+5

Step 4: Set Up Slack Alerts for High-Potential Leads

When a lead’s score exceeds your threshold, trigger a CRM workflow to post a Slack message to your sales channel with the enriched contact summary.

This is how you get instant visibility on the accounts that matter, without wading through 200 unqualified sign-ups per day.

What Data Gets Added

Datagma writes 70+ properties across contact and company records:

Contact properties:

• Direct mobile phone number
• professional profile URL
• Seniority level
• Job function

Company properties:

• Headcount (exact and range)
• Industry classification
• Technologies used
• Total funding raised
• Last funding date and round type
• Company professional profile URL

Conclusion

Enriching your CRM is one of the highest-ROI changes a PLG or B2B SaaS company can make. It turns your CRM from a passive database into an active sales intelligence layer.

The key is automation: every new contact gets enriched in real time, your scoring fires automatically, and your reps see only the contacts worth their time.

Try CRM enrichment with Datagma →, free credits, no credit card required.