AI Data Enrichment Guide

Learn how to use LeadMachine's AI-powered enrichment to automatically enhance lead data with business intelligence and company information.

What is AI Data Enrichment?

AI Data Enrichment uses Gemini AI to automatically research and add information about your leads and their companies:

• Company details and industry
• Company size (employee count)
• Revenue estimates
• Business description
• Location and headquarters
• Technologies and tools used
• Funding and investors
• Recent news and growth indicators

How It Works

1. You provide basic info - Company name or website
2. AI researches online - Searches databases, websites, news
3. Data is structured - AI organizes and verifies findings
4. Results added to lead - Information populates lead profile

Sources:

• Company websites and About pages
• LinkedIn company pages
• Crunchbase and similar databases
• News articles and press releases
• Public business filings

Enriching a Lead

Single Lead Enrichment

1. Open lead detail page
2. Click Enrich Lead button
3. Wait 10-20 seconds for AI processing
4. View results in Enrichment Data section

Required Information

Minimum needed:

• Company name OR
• Company website URL

Better results with:

• Official company name
• Company website
• Lead's job title
• Lead's email domain

Enrichment Results

Company Information:

• Full legal company name
• Industry and sector
• Founded year
• Headquarters location
• Number of employees
• Revenue range
• Company type (Public, Private, Nonprofit)

Business Intelligence:

• Business model
• Target market
• Key products/services
• Competitors
• Recent news

Technology Stack:

• Website platform (WordPress, Shopify, etc.)
• Marketing tools (Google Analytics, HubSpot, etc.)
• CRM systems
• E-commerce platform
• Other identified technologies

Growth Indicators:

• Hiring activity
• Funding rounds
• Recent expansion
• Growth trajectory

Data Confidence

Each piece of enriched data shows confidence level:

High Confidence ✓ (Green)

• Verified from multiple sources
• Official company information
• ~95% accuracy
• Safe to use

Medium Confidence ~ (Yellow)

• Found in single reputable source
• Likely accurate
• ~80% accuracy
• Verify if critical

Low Confidence ? (Gray)

• Estimated or inferred
• Conflicting sources
• ~60% accuracy
• Don't rely on without verification

Not Found - (Gray dash)

• No data available
• May not exist publicly
• Try again later or research manually

Bulk Enrichment

Enrich multiple leads at once:

1. Navigate to Leads list
2. Check boxes next to leads
3. Click Bulk Actions → Enrich Leads
4. Confirm enrichment
5. Processing begins (10-15 seconds per lead)

Progress tracking:

• Shows current lead being processed
• Displays success/failure counts
• Notification when complete
• Can continue working during processing

Best practices:

• Start with 10-20 leads to test
• Enrich qualified leads first
• Review results before bulk enriching thousands

Continuous Background Enrichment

LeadMachine automatically monitors your lead data freshness and re-enriches leads in the background — no manual action needed.

How it works:

• Hot leads (high score or recent activity) are refreshed every 30 days
• Warm leads are refreshed every 90 days
• Cold leads are skipped to conserve API budget

Daily budget caps prevent runaway costs — the system limits how many enrichments run per day across your account, so you're never surprised by unexpected usage.

Four enrichment sources work in a priority waterfall:

1. Gemini AI — Company research, business intelligence, and technology stack detection
2. Hunter.io — Professional email finding and verification (primary email source)
3. Apollo.io — Fallback email finder; queried automatically when Hunter.io returns no email
4. Google Places — Business address, phone, hours, local presence, and website URL

Smart source routing skips sources that previously returned no data for a given lead, reducing unnecessary API calls and speeding up the enrichment cycle.

What Gets Written Back

Beyond the Enrichment Data section, successful enrichment can populate core lead fields directly:

• Email address — found by Hunter.io or Apollo.io and saved as a contact on the lead
• Website URL — discovered by Google Places or Gemini and saved as a contact link
• Street, city, state, zip — populated from Google Places business data
• Company phone — added from Google Places when not already present

"Needs Outreach" Tag

When enrichment completes and no email address is found for a lead (after trying both Hunter.io and Apollo.io), the system automatically applies the tag needs-outreach. This signals that traditional email outreach isn't available for this contact and an alternative approach is needed — such as LinkedIn, phone, or a personalized task generated by Ledo.

Filter your leads by the needs-outreach tag to see all contacts requiring a non-email first touch.

Enrichment Visual Indicators

After a lead has been enriched, LeadMachine surfaces visual cues so you can tell at a glance which data came from enrichment:

• Leads list — A small cyan Ledo orb icon appears next to any lead that has enrichment data. Look for the glowing orb on the left side of each row.
• Lead detail page — Individual fields that were populated by enrichment are highlighted in cyan with a "Enriched by Ledo" tooltip. This makes it easy to see exactly which values were discovered vs. entered manually.

You can review enrichment history and freshness dates on any lead's detail page under the Enrichment Data section.

Auto-Enrichment

Automatically enrich new leads:

1. Navigate to Settings → Company → Lead Settings
2. Enable Auto-Enrich New Leads
3. Select which sources to auto-enrich:

1. Click Save Settings

How it works:

• Enrichment runs in background after lead creation
• Takes 15-30 seconds to complete
• Doesn't slow down lead creation
• Uses your monthly enrichment credits
• Notification when complete (if enabled)

Recommendation: Enable for WordPress and manual leads, disable for bulk imports.

Auto-Enrichment for Discovery Prospects

When you add prospects from the Discovery tool to your leads, enrichment is automatically queued without any extra configuration. Discovery leads enter the enrichment queue at priority 3 (medium priority) so they're processed promptly without jumping ahead of higher-priority manual requests.

The full enrichment waterfall runs: Hunter.io → Apollo.io (fallback) → Google Places. If no email is found, the lead is tagged needs-outreach automatically.

See Discovery for details on finding and adding prospects.

Using Enriched Data

In Lead Profile

Enriched data appears throughout the lead:

Automatically updated fields:

• Company name (if incomplete)
• Industry
• Company size
• Location
• Website (if missing)

New enrichment section shows:

• Revenue range
• Employee count
• Founded year
• Technologies used
• Recent news
• Growth indicators

Filtering Leads

Use enriched data to segment leads:

1. Navigate to Leads
2. Click Advanced Filters
3. Filter by enriched fields:

Example filters:

• Companies with 50-200 employees
• SaaS industry
• Using Shopify
• Revenue $1M-$10M
• Located in California

Prioritizing Leads

Use enrichment data to score leads:

High priority indicators:

• Recent funding announced
• Fast growth (hiring surge)
• Uses complementary tech
• Right company size
• Target industry

Low priority indicators:

• Very small company (if B2B)
• Wrong industry
• Incompatible tech stack
• Recent downsize/layoffs

Personalizing Outreach

Use enriched data in emails/calls:

Company size:

• "I saw you're a 50-person team..."
• "Perfect for mid-size companies like yours"

Industry:

• "Other healthcare companies we work with..."
• "Common challenge in SaaS is..."

Technology:

• "I noticed you use Shopify..."
• "Since you're on WordPress..."

Recent news:

• "Congrats on your Series A..."
• "Saw your expansion to Chicago..."

Re-Enrichment

When to Re-Enrich

Update enriched data when:

• Data is 6+ months old
• Company had major changes
• Previous enrichment was incomplete
• Need current information

How to Re-Enrich

1. Open lead detail page
2. Click Re-Enrich button
3. Confirm re-enrichment
4. New data replaces old

Note: Re-enrichment uses a credit even if previously enriched.

Batch Re-Enrichment

Update multiple leads:

1. Navigate to Leads
2. Filter: Last Enriched > 6 months ago
3. Select leads to update
4. Bulk Actions → Re-Enrich

Enrichment Credits

Each enrichment uses credits:

Check balance:

• Settings → Billing → API Credits
• See enrichments used this month
• View reset date

Credit usage:

• Successful enrichment = 1 credit
• No data found = 0 credits
• Failed/error = 0 credits
• Re-enrichment = 1 credit

Best Practices

Maximize Success

Good inputs:

• Complete company name
• Company website URL
• Lead email with company domain
• Established companies (not brand new)

Poor inputs:

• Vague company names ("ABC Corp")
• Personal email addresses
• Individual consultants
• Very new startups (little public data)

Conserve Credits

Prioritize enrichment:

1. ⭐ Hot leads ready to contact
2. ⭐ Target accounts
3. Qualified prospects
4. Demo/trial requests
5. Cold leads (skip unless qualified)

Skip enrichment:

• Spam/junk leads
• Invalid company info
• Test leads
• Clearly unqualified prospects

Verify Critical Data

Always double-check:

• Before important pitch/demo
• Company size for pricing
• Industry for targeting
• Recent news before mentioning

Don't blindly trust:

• Low confidence data
• Revenue estimates (often inaccurate)
• Employee counts (can be outdated)
• Funding info (verify on Crunchbase)

Troubleshooting

No Data Returned

Problem: Enrichment completes but no data added

Causes:

• Company is very new
• Company has minimal online presence
• Incorrect/misspelled company name
• Individual person not a company

Solutions:

• Verify company name spelling
• Add company website if you have it
• Try searching company manually first
• Accept some companies can't be enriched
• Add key information manually

Incomplete Data

Problem: Only a few fields populated

Cause: Limited public information available

Solutions:

• This is normal for small/private companies
• Check company website and add details manually
• Re-enrich in 3-6 months (more data may be available)
• Use what you have for basic qualification

Wrong Company Data

Problem: Enrichment found wrong company

Cause: Similar company names or domain names

Solutions:

• Delete incorrect enrichment data
• Add full company name and website
• Re-run enrichment
• Manually add correct information

Enrichment Timeout

Problem: Enrichment spins for 60+ seconds

Solutions:

• Wait up to 2 minutes (complex searches take time)
• Refresh page to see if completed
• Check your internet connection
• Try again in a few minutes
• Contact support if consistently slow

Out of Credits

Problem: Can't enrich, says "No credits remaining"

Solutions:

• Wait for monthly reset (shown in billing)
• Upgrade plan for more credits
• Purchase additional credit pack
• Prioritize most important leads

Advanced Tips

Combining with Social Lookup

Best results using both features:

1. Social Lookup first - Get social profiles
2. Then AI Enrichment - Get company data
3. Complete profile for outreach

Export Enriched Data

Include enrichment in exports:

1. Leads → Export
2. Check Include enrichment data
3. Select fields to export
4. Download CSV

Use in other tools or for analysis.

Enrichment API

Developers can enrich programmatically:

POST /api/leads/{id}/enrich
Authorization: Bearer {api_key}

See API docs for details.

Privacy & Compliance

Data Sources

Only uses public information:

• ✓ Company websites
• ✓ Public business databases
• ✓ News and press releases
• ✓ LinkedIn company pages
• ✗ Private/confidential data
• ✗ Hacked or leaked data
• ✗ Personal private information

GDPR Compliant

• Uses publicly available data
• Legitimate business interest
• Can be deleted on request
• No sensitive personal data

Accuracy Disclaimer

We cannot guarantee:

• 100% accuracy
• Data is current
• Revenue/employee counts are exact

Always verify before making business decisions.

Getting Help

Email: [email protected]

Include:

• Company name being enriched
• What data is missing or incorrect
• Error messages if any
• Your current credit balance

Last Updated: March 2026