Lead Enrichment
Lead Enrichment is the process of augmenting a lead record with additional firmographic, technographic, and contact data — typically by querying data providers — so the record is actionable beyond what the original capture collected.
What is Lead Enrichment?
Lead Enrichment is the bridge between minimal-friction capture (email-only forms) and rich downstream automation (titled-and-tiered ICP routing). Modern Lead Enrichment uses waterfall logic — query Provider A first, fall back to Provider B if A doesn't have the data, fall back to Provider C, and so on — to maximize fill rate while controlling cost. Enrichment quality varies enormously by provider and by field; the discipline is per-field source ranking, not blanket provider preference.
Why it matters
- Enables short forms (high conversion) plus rich data (good downstream automation).
- Per-field waterfall maximizes fill rate while controlling per-record cost.
- Provenance tracking shows which source filled which field — useful for debugging quality issues.
Use cases
- Real-time form-fill enrichment. Form submission triggers waterfall enrichment before routing.
- Batch enrichment of existing CRM. Fill gaps in records that pre-date current enrichment standards.
- Re-enrichment on signal. Key events (job change, funding) trigger re-enrichment of that record.
How turgo helps
turgo's waterfall enrichment cascades across multiple providers with per-field quality scoring and confidence thresholds — pushing fill rates above 90% on most ICP-relevant fields.
See turgo in action →
