Enrichment

Data enrichment sources and processes for lead intelligence

Overview

Lead and company data enrichment processes to support qualification and personalization.

Enrichment Data Points

Company Data

Field	Source	Priority
Employee count	LinkedIn, ZoomInfo	Required
Industry (NAICS)	D&B, ZoomInfo	Required
Revenue estimate	ZoomInfo, D&B	Nice-to-have
Technology stack	BuiltWith, Wappalyzer	High priority
Compliance requirements	Manual, industry	High priority

Contact Data

Field	Source	Priority
Title/Role	LinkedIn	Required
Email (verified)	Apollo, ZoomInfo	Required
Phone	ZoomInfo, Apollo	Nice-to-have
LinkedIn profile	LinkedIn	Required
Tenure	LinkedIn	Nice-to-have

Enrichment Workflow

New Lead Entry
    ↓
Basic Validation (email, company)
    ↓
Company Enrichment (firmographics, tech stack)
    ↓
Contact Enrichment (title, phone)
    ↓
ICP Scoring (fit score calculation)
    ↓
Routing Decision

Enrichment Tools

Tool	Purpose	Integration
Apollo	Contact data, sequences	HubSpot
ZoomInfo	Company data	HubSpot
Clearbit	Real-time enrichment	Website forms
BuiltWith	Technology detection	Manual/API

Data Quality Standards

• Email: Verified deliverable
• Company: Matched to known entity
• Title: Standardized to persona mapping
• Industry: NAICS code assigned

Related Documents

• Lead Scoring
• Target Lists
• Automation Rules