Data enrichment is the process of taking a basic piece of data you already have (an email address, a company name, a domain) and adding additional information to it from external sources. You start with a thin record (jane@example.com) and end with a rich record (Jane Smith, VP of Marketing at Example Corp, 150 employees, Series B funded, uses HubSpot and Shopify, headquartered in Austin, TX).
Enrichment transforms an email list from a flat list of addresses into a segmented, prioritised, actionable database that sales and marketing teams can use to personalise outreach, score leads, route prospects, and close deals faster.
You start with
Enrichment adds
How it helps
Email address only
Full name, job title, company, LinkedIn profile, phone number
You can personalise outreach: "Hi Jane, I noticed you are VP of Marketing at Example Corp" instead of "Dear sir/madam"
Email + company name
Company size (employees), revenue, industry, location, founding year, funding status
You can qualify leads: is this company in your ICP? Can they afford your product? Are they in your target geography?
Email + company domain
Technology stack (what tools they use: CRM, email platform, analytics, CMS, ad platforms)
You can sell against competitors: "I noticed you are using [Competitor]. Many teams switch to [Your Product] because [differentiator]"
Email + engagement data (page visits, content downloads)
Intent signals: which topics they are researching, what problems they are trying to solve
You can time your outreach: contact prospects when they are actively researching solutions like yours, not when they are not in-market
Types of Enrichment
Firmographic enrichment (company-level data)
Data point
What it is
Where it comes from
How sales teams use it
Employee count
Number of employees at the company
LinkedIn company page, SEC filings, company website, data aggregators
Segment by company size: SMB (1-50), mid-market (51-500), enterprise (500+); different segments need different sales approaches, pricing tiers, and messaging
Annual revenue
Estimated annual revenue
SEC filings (for public companies), data aggregators and estimation models (for private companies), press releases
Qualify leads by budget: a company with $1M revenue may not afford an enterprise tool at $50K/year; a company with $100M revenue may
Industry (SIC/NAICS code)
What the company does, categorised by standard industry classifications
SEC filings, company registration databases, self-reported industry on LinkedIn, classification algorithms
Segment by industry for targeted messaging: a healthcare company cares about HIPAA compliance; a fintech company cares about SOC 2; a retailer cares about inventory management
Headquarters location
Where the company is based (city, state, country)
Company website, LinkedIn, business registration databases
Geographic targeting: sell to companies in your timezone, territory, or country; comply with regulations that apply in specific jurisdictions
Founding year
When the company was founded
Company website, LinkedIn, registration databases
New companies (founded 1-3 years ago) have different needs than established companies (10+ years); startups need to build processes from scratch; established companies need to replace or improve existing tools
Funding status and total raised
How much funding the company has raised, latest round type (Seed, Series A/B/C), and latest round date
Crunchbase, PitchBook, press releases, SEC Form D filings
Recently funded companies are actively hiring, buying tools, and building infrastructure; they have budget and urgency; the funding round type indicates their stage and likely tool needs
Technographic enrichment (technology stack data)
Data point
What it is
How it is detected
How sales teams use it
CRM used
Which CRM the company uses (Salesforce, HubSpot, Pipedrive, Zoho, etc.)
Technology detection tools analyse the company's website for JavaScript snippets, cookies, DNS records, and other technical indicators of installed tools
If you sell a tool that integrates with Salesforce, you can target only companies that use Salesforce; if you sell a Salesforce alternative, you can target companies using competitors
Marketing platform
Which email marketing or marketing automation platform they use (Mailchimp, ActiveCampaign, Marketo, HubSpot Marketing, etc.)
Same detection methods: JavaScript tags, pixel tracking codes, form embed codes, email headers
Sell adjacent tools: if they use Mailchimp for email, they might need a landing page builder, an analytics tool, or a more advanced platform
CMS / website platform
Which content management system or website platform they use (WordPress, Shopify, Squarespace, Webflow, custom)
HTML meta tags, page structure analysis, specific URL patterns, JavaScript libraries
A company on WordPress has different needs than one on custom code; agencies can target companies on platforms they specialise in
Analytics tools
Which analytics tools they use (Google Analytics, Mixpanel, Amplitude, Heap, Adobe Analytics)
JavaScript tags and tracking pixels detected on the website
Indicates the company's level of data sophistication; a company using Mixpanel or Amplitude is likely more data-driven than one using only Google Analytics
Intent data enrichment (buying signals)
Signal type
What it detects
Providers
How sales teams use it
Topic-level intent
Which topics a company's employees are researching online (based on content consumption patterns aggregated from B2B content networks, review sites, and publisher data)
If a company is researching "CRM comparison" or "project management software", they are likely in-market for those products; outreach to in-market accounts converts 2-3x higher than outreach to cold accounts
Job posting intent
What roles a company is hiring for (indicates growth areas and investment priorities)
If a company is hiring 5 salespeople, they need sales tools; if they are hiring their first marketing manager, they will need marketing tools; job postings are one of the most reliable and accessible intent signals
Technology install/uninstall intent
When a company installs or removes a technology product (detected through website monitoring)
A company that just uninstalled a competitor's tool is actively looking for a replacement; a company that just installed a complementary tool may need your product to complete their stack
Person-level enrichment from email address or social profile; identity resolution (match records across systems); privacy-focused (first-party data emphasis)
Free tier available; paid plans from $99/month
Companies that need to match customer records across systems (identity resolution) and want privacy-compliant enrichment
The Enrichment Workflow
Step
Action
Tool
1. Start with your raw contact data
Export contact lists from your CRM (CSV), marketing platform (CSV), website form submissions (CSV), event registrations (CSV), and any other sources
Each platform's export function
2. Extract and deduplicate emails
Upload all files to Email Extractor to extract and deduplicate email addresses across all sources
Run the deduplicated list through a verification service to remove invalid, catch-all, and disposable addresses before enrichment (enriching invalid contacts wastes enrichment credits)
