Concept
Enrichment
Also known as: data enrichment
Adding firmographics, contact data, and behavioral data to existing prospect records — the foundation under every modern GTM stack.
Enrichment fills in missing fields in CRM records. You have an email address? Enrichment adds name, job title, company, sector, company size, tech stack, and LinkedIn URL.
Providers work via APIs and typically charge per successful match. Modern stacks combine multiple providers in a waterfall for maximum coverage. Without enrichment, your outbound is blind and your scoring is useless.