Lead enrichment

How to Automate Lead Enrichment

Why is clean and reliable data so crucial in today’s data-driven world? Businesses heavily depend on accurate data to make informed decisions, enhance customer relationships, and drive sales. Did you know that data decay—where data becomes outdated or incorrect over time—affects businesses at an alarming annual rate of 20-25%? This degradation significantly impacts the effectiveness of marketing efforts and sales strategies, leading to lost opportunities and revenue.

How can businesses tackle this issue? Lead enrichment plays a crucial role in addressing data decay by enhancing the quality of leads. By filling in the gaps and ensuring data is current, lead enrichment boosts conversions and revenue. This blog post discusses the essence of lead enrichment, its benefits, and how businesses can effectively integrate enriched lead data into their systems.

Read More: Conversational Chatbots for a More Accurate Lead Scoring System

What is Lead Enrichment?

Lead enrichment involves augmenting existing lead data with additional, valuable information. This process aims to fill in gaps, ensuring that lead profiles are as comprehensive as possible. By enriching leads, businesses can improve lead quality and subsequently, sales outcomes.

The importance of lead enrichment cannot be understated. Enhanced lead data allows sales teams to engage more effectively, tailoring their approaches to individual prospects. Common gaps in lead lists often include missing first names, last names, and company names, which can hinder personalized communication and lower the chances of conversion.

The Cost of Unenriched Leads

Incomplete lead data can significantly impact business operations, leading to both time and revenue loss. Sales teams spend excessive amounts of time trying to fill in missing information, which could otherwise be spent on engaging with prospects.

Data decay exacerbates the issue, as maintaining up-to-date contact information is a persistent challenge. Without timely and accurate data enrichment, leads become outdated quickly, rendering them less useful and reducing the efficiency of marketing campaigns.

Lead Enrichment Solutions vs. Manual Data Enrichment

Manual Data Enrichment

Overview of Manual Data Enrichment

Manual data enrichment involves the tedious process of updating lead information through direct research or customer interactions. This method requires significant human effort and time, as it often involves combing through various data sources, verifying information, and updating lead records individually.

Challenges of Manual Data Enrichment

The manual approach to data enrichment comes with several inherent challenges:

  • Time-Consuming: The process can be extremely slow, as each piece of information needs to be individually researched and verified.
  • Error-Prone: Human errors are inevitable in manual processes, leading to inaccuracies in the data.
  • Inefficiency: The labor-intensive nature of manual enrichment means that it is not scalable, making it impractical for handling large volumes of data.
  • Productivity Impact: The time and effort required for manual data enrichment can detract from more strategic sales and marketing activities, reducing overall productivity.

Impact on Sales Cycles and Productivity

Manual data enrichment can significantly slow down sales cycles. Sales teams may spend more time gathering and verifying information than engaging with leads and closing deals. This inefficiency can lead to missed opportunities and lower conversion rates. Additionally, the potential for errors in manually enriched data can undermine the credibility of the information, further hindering sales efforts.

Lead Enrichment Solutions

Introduction to Automated Lead Enrichment Tools

Automated lead enrichment tools, such as Clearbit, Datafox, DiscoverOrg, and D&B Optimizer, offer a more efficient and accurate alternative to manual enrichment. These tools leverage advanced algorithms and extensive databases to automatically update and enhance lead information.

Advantages of Automated Lead Enrichment

Automated solutions provide several key benefits over manual processes:

  • Accuracy: Automated tools significantly reduce the risk of human error, ensuring more reliable and precise data.
  • Efficiency: These tools can quickly process and update large volumes of data, streamlining the enrichment process and saving time.
  • Scalability: Automated lead enrichment can easily handle vast amounts of data, making it ideal for businesses of all sizes.
  • Cost-Effectiveness: By reducing the need for extensive manual labor, automated tools can lower the overall cost of data enrichment.

Examples of Automated Lead Enrichment Tools

  • Clearbit: Provides real-time enrichment by pulling data from a variety of sources, enhancing lead profiles with detailed information.
  • Datafox: Uses machine learning to offer predictive insights and high-quality data for lead enrichment.
  • DiscoverOrg: Specializes in delivering accurate and comprehensive lead data, helping businesses target the right prospects.
  • D&B Optimizer: Offers data management and enrichment solutions, ensuring lead information is current and complete.

Efficiency and Accuracy in Sales Processes

By adopting automated lead enrichment tools, businesses can achieve greater efficiency and accuracy in their sales processes. These tools enable sales teams to focus on engaging with leads and closing deals, rather than spending time on data entry and verification. The result is a more streamlined sales cycle, higher conversion rates, and improved productivity.

Flowing Enriched Lead Data to Your Tech Stack


Integrating enriched lead data into various marketing and sales platforms can be a daunting task. Businesses often face several challenges when attempting to ensure that their enriched data flows seamlessly through their tech stack. These challenges include:

  • Data Consistency: Ensuring that enriched data remains consistent across all platforms can be difficult, especially when using multiple systems.
  • Integration Complexity: Many systems have different data formats and structures, making integration complex and time-consuming.
  • Real-Time Updates: Keeping data updated in real-time across all platforms requires robust integration solutions.
  • Resource Constraints: Manual integration processes can be resource-intensive, requiring significant time and effort from IT teams.

Traditional Methods

Native Integrations

Native integrations involve using pre-built connections provided by software vendors to connect different platforms. These integrations have their advantages and disadvantages:

  • Ease of Use: Native integrations are generally easy to set up and require minimal technical knowledge.
  • Quick Setup: They allow for rapid deployment, enabling businesses to get up and running quickly.
  • Limited Customization: Native integrations often lack the flexibility needed for specific business requirements, which can be a major limitation.
  • Maintenance: Relying on pre-built integrations can result in dependency on the vendor for updates and maintenance.

Manual Data Import

Manual data import involves the process of exporting data from one platform and importing it into another. While this method can be straightforward, it has several drawbacks:

  • Labor-Intensive: Manual data import is time-consuming and requires significant manual effort.
  • Error-Prone: The risk of human error increases with manual processes, leading to potential data inconsistencies.
  • Inefficiency: Regularly updating data manually can lead to inefficiencies and hinder productivity.
  • Revenue Impact: Delays in data updates can negatively impact sales and marketing efforts, leading to potential revenue loss.

Solution: Low-Code Automation Platforms

Low-code automation platforms offer a modern solution to the challenges of integrating enriched lead data into your tech stack. These platforms provide tools to automate the integration process, reducing the need for manual effort and ensuring data consistency across all systems.

Key Features

Low-code automation platforms come with a range of features that make them ideal for managing enriched lead data:

  • Deep Integration: These platforms enable deep integration by connecting various applications at the API level. This ensures that data flows seamlessly between systems, maintaining consistency and accuracy.
  • Automated Processes: Low-code platforms allow businesses to develop automated workflows using flexible operators and advanced helpers. This automation eliminates the need for manual data imports and reduces the risk of errors.
  • User-Friendly: Designed to be user-friendly, these platforms require no coding expertise. Business users can easily build and manage automated processes, freeing up IT resources for other critical tasks.

Benefits of Low-Code Automation Platforms

  • Scalability: Low-code platforms can handle large volumes of data, making them suitable for businesses of all sizes.
  • Efficiency: Automation streamlines the data integration process, saving time and improving productivity.
  • Cost-Effectiveness: By reducing the need for manual intervention, low-code platforms can lower operational costs.
  • Customization: These platforms offer flexibility, allowing businesses to tailor integrations to their specific needs.

Use Case: Enriching Intercom Users in Bulk with Clearbit

Workflow Overview

Enriching Intercom users in bulk with Clearbit involves a structured workflow that automates the process of enhancing lead information. This ensures that the data in Intercom is up-to-date and complete, enabling more effective customer engagement. The workflow can be divided into three main parts: Inventory of Messaging Platform Users, Confirming Enrichment Status, and Enrich Leads and Update in Intercom.

Inventory of Messaging Platform Users

Manual Trigger

The process begins with a manual trigger. This on-demand trigger allows the user to start the enrichment process whenever needed. By initiating the process manually, users can ensure that the most recent data is considered for enrichment.

  • Step Details: The user logs into the automation platform and triggers the workflow.
  • Benefits: Flexibility to start the process as per business needs, ensuring up-to-date data is used.

Intercom Count Users

The next step involves generating a list of all leads in Intercom. This comprehensive list provides the baseline data that will be enriched.

  • Step Details: The workflow uses the Intercom API to pull a complete list of users.
  • Benefits: Ensures that all leads are accounted for and none are missed during the enrichment process.

Confirming Enrichment Status

Intercom List Users

Once the initial list of users is generated, the workflow pulls the full details of each lead from Intercom. This step is crucial for understanding the current state of the data and identifying which leads require enrichment.

  • Step Details: The workflow fetches detailed user information, including existing attributes and data points.
  • Benefits: Provides a clear picture of the data quality and highlights gaps that need to be filled.

Loop Helper

The Loop Helper function iterates through each user in the list to check for updated information. This step ensures that every lead is evaluated individually for data enrichment needs.

  • Step Details: The workflow loops through each user, checking their details against predefined criteria.
  • Benefits: Ensures thorough examination of each lead, minimizing the chances of missing any data gaps.

Boolean If/Then Helper

The Boolean If/Then Helper identifies leads that require enrichment. Based on specific conditions set in the workflow, it determines whether a lead has missing or outdated information that needs to be updated.

  • Step Details: The workflow uses conditional logic to assess the completeness of each lead’s data.
  • Benefits: Efficiently filters out leads that already have complete data, focusing enrichment efforts where they are needed most.

Enrich Leads and Update in Intercom

Clearbit Get Enrichment Info

For leads identified as needing enrichment, the workflow retrieves relevant company information from Clearbit. This automated data pull ensures that the latest and most accurate information is used to update the leads.

  • Step Details: The workflow sends API requests to Clearbit to fetch enrichment data for each lead.
  • Benefits: Provides access to comprehensive and up-to-date information, enhancing the quality of lead data.

Get Attributes

The next step involves comparing the retrieved attributes with existing data to fill in any missing information. This comparison ensures that only new or updated information is added, avoiding duplication.

  • Step Details: The workflow matches new data against existing attributes and identifies gaps.
  • Benefits: Ensures a seamless update process, improving data quality without redundancy.

Intercom Update User

Finally, the enriched leads are updated in Intercom with the new data. This step ensures that the lead profiles in Intercom are complete and current, ready for effective engagement.

  • Step Details: The workflow uses the Intercom API to update user profiles with enriched information.
  • Benefits: Keeps the lead data in Intercom accurate and complete, enabling better customer interactions and improved sales outcomes.


Lead enrichment is essential for maintaining clean, reliable data that drives business success. By automating the enrichment process and integrating it seamlessly into your tech stack, you can enhance data quality, save time, and ultimately boost revenue. Implementing lead enrichment solutions and leveraging low-code automation platforms will ensure better data management and improved sales outcomes.

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