Enrichment

Enrichment adds depth to a thin record — emails, phone numbers, firmographics, intent signals — turning sparse leads into actionable prospects ready for outbound.

What is enrichment?

Enrichment is the umbrella term for every operation that adds attributes to a record from external sources. It includes contact enrichment (find the email and phone), firmographic enrichment (size, industry, revenue), technographic enrichment (tech stack), and intent enrichment (researching what categories).

Why it matters

Forms collect minimum to maximize conversion; enrichment fills in everything else automation needs
A complete record lets routing, scoring, segmentation, and personalization all work
Stale records get refreshed; new records get useful from day one

Single-source vs. waterfall

Single-source: one provider; cheaper, lower match rate, simpler ops
Waterfall: multiple providers in priority order; higher match rate, fresher data, slightly more cost per row

Where to enrich

On lead create (web form → enrich before routing)
On a schedule (refresh stale records quarterly)
On a trigger (job change detected → re-enrich)

How TexAu helps

TexAu's waterfall enrichment is the platform's core primitive — connect any combination of providers, set priority, run at scale, and write the consolidated result back to the CRM.