What is Data Enrichment?
The process of appending additional data points to existing records in your CRM or database.
Definition
Data enrichment takes your existing contacts, leads, or accounts and fills in missing information. That might mean appending firmographic data (company size, revenue, industry), demographic data (job title, email, phone), technographic data (what software they use), or intent signals (what topics they're researching).
Why It Matters
Without enrichment, your CRM is full of half-complete records. Sales reps waste time researching prospects manually, marketing can't segment effectively, and lead scoring models don't have enough signals to work with. Enrichment automates what used to be hours of manual research.
Example
You import 500 leads from a webinar. Each record has a name and email. An enrichment tool like ZoomInfo or Clearbit appends company name, size, industry, title, phone number, and technology stack to each record automatically.