Record enrichment
Adding missing data to CRM records, such as company size, industry, location, or job title, from external sources.
What it is
Enrichment fills in what your team did not type. Start with an email address or a domain, and an enrichment source adds the company’s industry, size, location, funding, or the person’s role.
Where the data comes from
- Built-in enrichment. Attio enriches company and people records with basic details automatically.
- Enrichment platforms. Tools such as Clay combine many data providers and push the results into the CRM.
- Your own sources. Product usage, billing, or form submissions that add first-party data.
How to do it well
- Decide what you need. Enrich the fields your segments, routing, and reports use. Skip the rest.
- Protect manual data. Do not let an automated source overwrite a value someone on the team corrected.
- Store the source and date. So people know how fresh a value is.
- Re-enrich on a schedule. People change jobs and companies raise rounds.
Why it matters
Enrichment saves research time and makes segmentation possible. Done carelessly, it fills the CRM with confident-looking data nobody checked, which is worse than an empty field.
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