Lead enrichment

What lead enrichment adds

• Contact data. A work email, checked before anyone writes to it, and sometimes a phone number.
• Person data. Current title, seniority, team and location.
• Company data. Industry, headcount, revenue band, region and website.
• Technology. The tools a company runs, read from its site or its job posts.
• Derived fields. What can be worked out from the rest: a fit score against your ideal customer profile, a reason to write now, a first line.

How it works

Enrichment starts from a match key, something the record already holds that points to one person or company: a name with a company domain, or an email address. A provider looks the key up in its own data and returns what it has. Providers know different people, so teams often ask several, one after another, and keep the first answer that passes a check. That pattern is called waterfall enrichment.

People change jobs, and data goes stale with them. Enrich close to the day you write, and enrich again before an old list goes back out.

In GetSales you pick the data points you need about each person and company, and each lands as its own column. Enrich lead adds position and location, and Enrich company adds industry and size. The Find work email column asks one finder at a time, in the order you set, and stops at the first address that passes the verifier you pick, or at the first one found when you pick none.

How to measure it

• Match rate. The share of records a provider recognized at all.
• Fill rate. The share of records where the field you asked for came back.
• Accuracy. For emails, the share that pass a verifier and do not bounce. For titles, a sample you check by hand.
• Cost per filled field. What you paid divided by what came back, which matters most when a provider charges for a miss.

Enrichment and GDPR

If GDPR covers the people on your list, Article 14 applies to data you got from someone other than them. Among other things, you have to tell each person which categories of data you hold and the source they came from, at the latest when you first write to them, and no later than one month after you got the data.1 Keep the source of each field on the record, so the notice can name it.

Related

• Data enrichment: work emails found and checked, AI scores and first lines, in one table.
• Waterfall enrichment: finders asked one at a time, in the order you set.
• Email finder: a name and a company in, a work email out.
• Boost lead conversion rates with smart lead enrichment: filling the gaps a short lead form leaves.

Sources

1. European Parliament and Council of the European Union, Regulation (EU) 2016/679 (General Data Protection Regulation), Article 14, 27 April 2016. Read 28 October 2026.