Use CRM Enrichment to Improve Customer Outreach

Article author
Eric Zrinsky
  • Updated

Overview

One of the most common use cases for the Apollo platform is to enrich customer data in your CRM. Enriching your data allows you to fill in the blanks about what you know about your customers and helps you to find new ways to leverage that information to better engage with them.

CRM Enrichment allows you to update and enrich the existing records in your CRM. Oftentimes, contact and account information is subject to change—companies undergo acquisition or open new offices; people change roles or move to new cities. CRM Enrichment allows you to more readily capture those changes and keep the data in your CRM and the data in Apollo in sync.

To automatically keep track of changes and stay up-to-date with the latest Contact and Account information, use the CRM Enrichment feature in Apollo.

 
CRM Compatibility

Please note, full functionality of CRM Enrichment is currently only available for Salesforce. If you use HubSpot, you can still enrich reports in Apollo. However, to access the updated reports in HubSpot, you will need to manually upload a CSV file for the changes.

Refer to the sections below for a sample workflow that takes you through the process of setting up your CRM and then leveraging Apollo CRM Enrichment to fill in the gaps in your data.

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Sample Workflow

The steps below outline a general workflow that you can follow when you set up and use Apollo Enrichment for your account. This workflow provides some best practices, but feel free to alter this process to best fit your individual needs.

Connect/Integrate Your CRM With Apollo

To begin, you need to integrate a CRM with the Apollo platform.

 
CRM Integration

Please note, Salesforce offers the largest degree of enrichment functionality in Apollo, but Apollo also supports CRM integrations with HubSpot.

Use the links below for the CRM that you want to integrate and configure with Apollo.

Salesforce

Integration

Credentials

 

HubSpot

Integration

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Wait for the Data to Sync and Map Fields

After you connect a CRM to Apollo, you should wait at least 1-2 hours for your data to fully sync with the Apollo database. You should avoid prospecting any people in Apollo who are actively synced between the two systems during this initial waiting period.

In the meantime, you should verify that your CRM is configured properly and update any field mappings. Refer to the documentation links below to properly configure your CRM. You may also want to learn some more about the way that bi-directional data sync works.

Salesforce

Configuration

HubSpot

Configuration

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Begin CRM Enrichment

After you've waited for Apollo and your CRM to fully sync with each other, you can begin to enrich your data.

Keep in mind, Apollo CRM Enrichment only works directly with Salesforce, but if you use HubSpot, you can use a CSV export of your data and CSV Enrichment to achieve the same outcome.

 
Enable Autofill and Auto Overwrite

Please note, in order to run CRM Enrichment automatically, you need to first enable the Auto Overwrite and Autofill options. This is available on the "Default Fields" tab for Contacts here and on the "Default Fields" tab for Accounts here. You need to click the Auto Overwrite and Autofill checkbox for every field that you want to enrich in Salesforce.

  • When you enable Autofill for a Salesforce field, Apollo only enriches the fields with Apollo data where there isn't already a value in Salesforce.
  • When you enable Auto Overwrite for a Saleforce field, Apollo will enrich the field with Apollo data whenever new information is available.
  • Due to infrastructure limitations, both settings only run whenever Apollo pulls an update from Salesforce.

Before you begin to enrich your CRM data, you may want to learn a bit more about how Apollo CRM Enrichment works. Once you understand how the feature works, it's time to use it.

When you're ready to begin enriching your data, follow the steps outlined in the "Improve Your Data With CRM Enrichment" article. Keep in mind, it can take up to 24 hours to fully enrich your CRM data.

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Review CRM Enrichment Data

After 24 hours, review the new data that Apollo has pushed to your CRM. To do that, launch Apollo and click Enrich.

Enrich

Click View Records in the CRM Enrichment section.

View Records

Click the "History" tab.

History

Use the filters along the left-hand side of the screen to refine which enriched records Apollo displays.

Enrichment Filters

Review the enrichment changes that Apollo made to your CRM data. Each line represents a single change made to a record.

Enriched Records

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