Overview
Enrichment is the process of adding, updating, or refreshing data on people and company records so your team has more accurate information for outreach, reporting, and workflows.
Use Apollo enrichment to update people and company records with current data from Apollo and connected data sources. Enrichment helps you fill missing fields, refresh stale records, and prepare contacts or accounts for outreach.
Enrichment is relevant when your team needs accurate data before prospecting, outreach, CRM syncs, inbound follow-up, or reporting. Sales teams, RevOps teams, marketers, admins, and developers can use different enrichment workflows depending on where their records live and how they want to update them.
Check out the following sections to compare enrichment options, understand access requirements, and review common FAQs.
Access to enrichment features depends on your Apollo plan, team settings, connected integrations, and available credits. Some enrichment actions use credits, and Apollo shows credit estimates in many enrichment workflows before you confirm the action. To compare available features, go to Apollo plans. You can also review credit usage in Apollo before you run enrichment.
Enrichment Options in Apollo
Use the following table to compare enrichment options in Apollo and choose the workflow that best fits your team.
| Enrichment Type | What It Does | Best For |
|---|---|---|
| CSV enrichment | Upload a CSV of people or company records, enrich the file with Apollo data, then download the enriched results. | Updating external lists in bulk before you upload, share, or use the data in another workflow. |
| Saved record enrichment | Find saved people or company records with missing or updated data, then enrich individual records or selected groups of records. | Refreshing records you already saved in Apollo before starting outreach. |
| CRM enrichment | Update connected Salesforce or HubSpot records with Apollo demographic, firmographic, and technographic data. You can enrich records manually, in real time, or on a schedule. | Keeping CRM data current and aligned with Apollo data. |
| Job change enrichment and missing email enrichment | Use the Data Health Center to find contacts with changed jobs or missing emails. You can manually enrich selected contacts or schedule enrichment jobs. | Keeping saved contacts accurate and ready for outreach. |
| Waterfall enrichment | Search for contact emails and phone numbers across Apollo and connected third-party data sources. If Apollo doesn't find the data you need, waterfall enrichment checks the data sources in your configured lineup. | Expanding email and phone number coverage for contacts. |
| Form enrichment | Enrich prospects who submit forms on your website. Apollo can enrich submissions with additional data, save net-new prospects as contacts, and help reduce the number of fields prospects need to complete. | Capturing inbound interest with shorter forms and more complete prospect context. |
| API enrichment | Use Apollo's API to enrich people or company data programmatically. | Enriching records through a custom workflow or external system. |
How Enrichment Works
Enrichment can update records in different places depending on the workflow you use. Apollo enrichment can run in the following ways:
Manually
Manual enrichment is best when you want to control which records Apollo updates. You can manually upload and enrich a CSV file, enrich saved people or company records, enrich selected CRM records, or enrich contacts with job changes or missing emails.
Automatically
Automatic enrichment runs based on your team's settings or the workflow you configure. For example, Apollo can run real-time CRM enrichment when records sync from your CRM, enrich website form submissions with form enrichment, or use waterfall enrichment when your team accesses contact emails or phone numbers.
On a Schedule
Scheduled enrichment helps your team keep records current without manually starting each enrichment job. You can create scheduled CRM enrichment jobs or schedule job change and missing email enrichment from the Data Health Center.
API Enrichment
API enrichment lets your team enrich people or company data through custom workflows, external systems, or internal tools. Use Apollo's Enrichment API when you need enrichment outside the standard Apollo workflows.
Some enrichment workflows require setup before your team can use them. CRM enrichment requires a connected CRM and mapped fields. Waterfall enrichment depends on team-wide settings configured by an Apollo admin. Job change enrichment may require job change alert settings. Some saved-record enrichment options may only be available if your team doesn't have a connected third-party CRM. If you don't see an enrichment option, check your plan, permissions, integrations, and team settings.
FAQs
Review the following FAQs to learn how enrichment works in Apollo.
| Frequently Asked Questions | ||
|---|---|---|
| What's the difference between enrichment and importing records? | What's the difference between CRM enrichment and saved record enrichment? | What's the difference between waterfall enrichment and other enrichment workflows? |
| Does enrichment use credits? | Can enrichment run automatically? | Do I need admin setup or integrations to use enrichment? |
| Which enrichment workflow should I use? | ||
What's the difference between enrichment and importing records?
Importing adds records to Apollo or updates records in Apollo from a file. Enrichment uses Apollo data or connected data sources to add missing values, refresh stale values, or find additional information for people, companies, CRM records, form submissions, or CSV files.
For example, you can import a CSV to create contacts in Apollo. You can use CSV enrichment to add Apollo data to a file and download the enriched results.
What's the difference between CRM enrichment and saved record enrichment?
CRM enrichment updates records in a connected CRM, such as Salesforce or HubSpot, with Apollo data. Use CRM enrichment when your team manages contacts, leads, or accounts in a CRM and wants to keep that data current.
Saved record enrichment updates people or companies saved in Apollo. Use saved record enrichment when you want to refresh records in Apollo before outreach.
What's the difference between waterfall enrichment and other enrichment workflows?
Waterfall enrichment is a data-source method for finding contact emails and phone numbers. If Apollo doesn't find the data you need, waterfall enrichment checks connected third-party data sources in the order configured by your team.
Other enrichment workflows define where or how Apollo enriches records, such as a CSV file, saved Apollo records, CRM records, form submissions, or API requests. Waterfall enrichment can support some of these workflows when contact email or phone data is needed.
Does enrichment use credits?
Some enrichment actions use credits. Credit usage can vary based on the enrichment workflow, data type, and data source. For example, finding emails or phone numbers with waterfall enrichment may use different credit amounts depending on your team's settings and selected data sources.
Apollo shows credit estimates in many enrichment workflows before you confirm the action. Check out What Are Credits? to learn more.
Can enrichment run automatically?
Yes. Some enrichment workflows can run automatically. CRM enrichment can run in real time or on a scheduled cadence. Job change and missing email enrichment can also run on a schedule from the Data Health Center.
Form enrichment runs when a prospect submits an eligible form. Waterfall enrichment can run by default across supported actions based on your team's admin settings.
Do I need admin setup or integrations to use enrichment?
Some enrichment workflows require admin setup or connected integrations. CRM enrichment requires a connected CRM and mapped fields. Waterfall enrichment depends on team-wide settings and connected data sources configured by an Apollo admin.
Job change enrichment may require job change alert settings. If you don't see an enrichment option, check your Apollo plan, permission profile, connected integrations, and team settings.
Which enrichment workflow should I use?
Use CSV enrichment for external files, saved record enrichment for records already saved in Apollo, CRM enrichment for connected Salesforce or HubSpot records, job change and missing email enrichment for stale saved contacts, waterfall enrichment for broader email and phone coverage, form enrichment for inbound website forms, and API enrichment for custom systems.
Use the comparison table in this article to choose a workflow, then open the related workflow article for setup steps and requirements.
Next Steps
Keep up the momentum with these next steps:
| Use CSV Enrichment | Upload a CSV, enrich records with Apollo data, and download the updated file to use in your team's workflows. Check out Use CSV Enrichment to enrich external lists in bulk. |
|---|---|
| Enrich Saved Records in Apollo | Refresh saved people and company records before outreach so your team works with more complete, accurate data. Check out Enrich Saved Records in Apollo to update records directly in Apollo. |
| Use CRM Enrichment | Keep Salesforce or HubSpot records current with Apollo data through manual, real-time, or scheduled enrichment. Check out Use CRM Enrichment to configure enrichment for connected CRM records. |
| Access the Data Health Center | Review data quality, find enrichment opportunities, and schedule missing email or job change enrichment for saved contacts. Check out Access the Data Health Center to monitor and improve contact data health. |
| Use Waterfall Enrichment | Configure waterfall enrichment settings to expand email and phone coverage with Apollo and connected third-party data providers. Check out Use Waterfall Enrichment to manage your team's waterfall setup. |
| Use Form Enrichment | Enrich website form submissions with Apollo data so your team can capture more complete lead details with fewer required form fields. Check out Use Form Enrichment to add enrichment to inbound forms. |