What is lead enrichment?
Lead enrichment is the process of appending missing data to lead records—such as email addresses, phone numbers, firmographics (company size, industry), and decision-maker names—so that outreach and qualification can run at scale. It turns incomplete lists (e.g. company name + website only) into contact-ready records. Waterfall enrichment is a sub-concept: using multiple sources in sequence and falling back to the next when one fails or returns no result, improving coverage and cost control.
Why it matters
Without enrichment, SDRs and AI SDR pipelines waste time on wrong contacts or dead emails. Enrichment fills in the right person and a valid inbox (often via an email finder and verification step), so campaigns reach decision makers and avoid bounces. ZeroGTM’s pipeline is built around lead enrichment: map scrape → clean → find emails → find DMs → verify.
Key benefits
- Higher deliverability — Verified emails mean fewer bounces and better sender reputation.
- Better targeting — Decision-maker identification so you contact the right role, not just “info@”.
- Scalability — Enrich at scale via APIs and automation instead of manual lookup.
- Waterfall — Use several sources in order to maximize fill rate without over-spending; see Changelog: Waterfall enrichment.
Related
- What is an AI SDR? — Enrichment is a core part of an AI SDR pipeline.
- Features: Enrichment pipeline — How ZeroGTM does lead enrichment.
- Enrichment pipeline docs — Step-by-step technical flow.
- Use case: Med spa lead generation — Example vertical.
- Integrations — Connect enrichment to your CRM or Sheets.