Lead Enrichment Guide

Learn how to use LeadMachine's AI-powered lead enrichment to automatically enhance your lead data with valuable business intelligence.

What is Lead Enrichment?

Lead enrichment uses Gemini AI to automatically find and add information about your leads, including:

• Company details and industry
• Company size and revenue estimates
• Social media profiles (LinkedIn, Twitter, Facebook)
• Professional background
• Technologies used by their company
• Contact information verification
• Business address and locations

Why Enrich Leads?

Better Qualification

• Quickly identify high-value prospects
• Understand company size and budget
• See if they're a good fit

Faster Research

• Saves hours of manual research
• Get insights in seconds
• Focus on selling, not searching

Personalized Outreach

• Reference their company details
• Mention their tech stack
• Show you understand their business

Improved Conversion

• Better qualified leads close faster
• Personalization increases response rates
• Reduced time to first contact

How Enrichment Works

1. You provide basic info - Name, email, or company
2. AI searches public sources - LinkedIn, company websites, databases, Google Places
3. Data is verified and structured - AI filters and organizes findings
4. Results added to lead - New data appears in lead profile

Sources used:

• Hunter.io (email verification and company data)
• Google Places API (business locations, ratings, contact info)
• Exa.ai (web research and social profiles)
• Gemini AI with Google Search (deep research)
• Public business databases
• Social media profiles
• Company websites
• News articles
• Professional networks

Privacy note: Enrichment only uses publicly available information.

Enrichment Waterfall

LeadMachine uses a multi-source enrichment waterfall to maximize data quality:

1. Hunter.io - Email verification and professional profiles
2. Google Places - Business location data, ratings, phone, website
3. Exa.ai - Web research and social media discovery
4. Gemini AI - Deep research with Google Search grounding

Each source adds unique data, and higher-priority sources take precedence when data conflicts.

Enriching a Single Lead

Manual Enrichment

1. Open the lead detail page
2. Click Enrich Lead button (usually near top)
3. Wait 5-15 seconds for processing
4. View results in the Enrichment Data section

What Gets Enriched

The AI attempts to find:

Company Information:

• Full company name
• Industry and sector
• Company size (employees)
• Annual revenue estimate
• Founded year
• Headquarters location

Contact Information:

• LinkedIn profile URL
• Twitter handle
• Facebook page
• Company website
• Business phone

Google Places Data:

• Verified business address
• Business phone number
• Website URL
• Google rating (1-5 stars)
• Number of reviews
• Business category
• Operating status (open/closed)
• Google Maps link
• Business hours

Technology Stack:

• Website technologies
• CRM system used
• Marketing automation
• Other business software

Professional Details:

• Job title verification
• Department
• Seniority level
• Years of experience (estimated)

Understanding Enrichment Results

High Confidence (Green) ✓

• Data found and verified from multiple sources
• High accuracy
• Safe to use for outreach

Medium Confidence (Yellow) ~

• Data found but only from single source
• Likely accurate but verify if critical
• Use with caution

Low Confidence (Red) ?

• Data found but uncertain
• Conflicting information
• Verify before using

Not Found (Gray) -

• No data available
• May not exist publicly
• Try enriching again later

Enrichment Costs

Each enrichment uses API credits:

• Successful enrichment: 1 credit
• No data found: 0 credits
• Failed/Error: 0 credits

Check your credit balance in Settings → Billing → API Credits

Plans include:

• Starter: 50 enrichments/month
• Professional: 200 enrichments/month
• Business: 500 enrichments/month
• Enterprise: Unlimited

Bulk Enrichment

Enrich multiple leads at once to save time.

Enriching Multiple Leads

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

Progress indicator:

• Shows how many completed
• Displays success/failure rate
• Can continue working while processing

Auto-Enrichment

Every lead is automatically queued for enrichment upon capture, regardless of source. This includes leads created:

• Manually via the CRM (New Lead button or API)
• LinkedIn Lead Gen forms
• Facebook Lead Ads webhooks
• Shopify customer syncs
• WordPress form submissions

How it works:

• When a new lead is created, it is added to the enrichment queue automatically
• A background process runs every 5 minutes and processes up to 10 leads at a time
• Enrichment sources: Hunter.io (email finder), Google Places (business data)
• Up to 3 attempts per lead before marking as failed
• After enrichment completes, the lead's score is automatically computed

No configuration needed — auto-enrichment is always active for all lead sources.

Lead Scoring After Enrichment

After a lead is enriched, LeadMachine automatically computes an AI lead score (0-100) based on data completeness, engagement, recency, source quality, and value signals. This score determines the lead's grade (A/B/C/D) and can trigger automated campaign enrollment. See Lead Scoring for details.

Using Enriched Data

Viewing Enriched Data

Enriched data appears on lead detail page:

Enrichment Section:

• Company details
• Contact links
• Technology stack
• Last enriched date
• Data confidence levels

Integrated into Profile:

• Company size added to company field
• Social links added to contacts
• Industry updated
• Location updated

Filtering by Enriched Data

Use enrichment data to find leads:

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

Example use cases:

• Find all leads at companies with 50-200 employees
• Filter by industry (e.g., "SaaS", "Healthcare")
• Show leads using specific technology (e.g., "Salesforce")

Exporting Enriched Data

Export leads with enrichment data:

1. Navigate to Leads
2. Apply filters if desired
3. Click Export
4. Check Include enrichment data
5. Choose fields to export
6. Click Download CSV

CSV includes all enriched fields for use in other tools.

Re-Enriching Leads

When to Re-Enrich

Re-enrich leads when:

• Data is more than 6 months old
• Job title or company changed
• Previous enrichment had low confidence
• You need updated 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 lead was enriched before.

Batch Re-Enrichment

Re-enrich old data in bulk:

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

Enrichment Best Practices

Maximize Success Rate

Provide good input data:

• Full name (first + last)
• Valid email address
• Company name
• LinkedIn URL if available

Poor input = poor results:

• Single name only (e.g., "John")
• Generic emails (e.g., "[email protected]")
• Abbreviated company names

Conserve Credits

Be selective:

• Don't enrich every lead automatically
• Focus on qualified prospects
• Skip low-value leads

Prioritize enrichment:

1. Hot leads ready to contact
2. High-value target accounts
3. Leads requesting demos/quotes
4. Low priority: cold leads, unresponsive

Quality Over Quantity

• Review enrichment results
• Don't trust low-confidence data
• Verify critical information
• Update incorrect data manually

Regular Maintenance

• Re-enrich important leads quarterly
• Clean up enrichment data periodically
• Remove outdated information
• Monitor credit usage

Troubleshooting

Enrichment Returns No Data

Problem: Enrich button completes but no data added

Common causes:

• Lead has minimal public presence
• Name/email doesn't exist online
• Privacy settings prevent discovery
• Company is very new or small

Solutions:

• Verify spelling of name and company
• Try adding LinkedIn URL manually first
• Search LinkedIn and add URL to lead
• Accept some leads can't be enriched
• Add information manually

Low Confidence Results

Problem: All enrichment data shows low confidence

Cause: Conflicting information found online

Solutions:

• Manually verify data
• Check LinkedIn profile directly
• Contact lead to confirm details
• Use caution with low-confidence data

Enrichment Takes Too Long

Problem: Enrichment button spins for 30+ seconds

Solutions:

• Wait up to 60 seconds (complex searches take time)
• Refresh page and check if data was added
• Try again later (API may be slow)
• Contact support if consistently slow

Wrong Information Returned

Problem: Enrichment data is for wrong person

Cause: Common name or multiple people with same name

Solutions:

• Add more identifying info (company, LinkedIn URL)
• Manually correct the enrichment data
• Delete incorrect enrichment and re-try
• Provide feedback to improve AI

Out of Enrichment Credits

Problem: Can't enrich leads, says "No credits available"

Solutions:

• Wait until next billing cycle (credits reset)
• Upgrade to plan with more credits
• Purchase additional credit pack
• Prioritize most important leads

Understanding Enrichment Accuracy

AI Confidence Levels

How confidence is calculated:

• Multiple sources confirm same data = High
• Single source only = Medium
• Conflicting sources = Low

Accuracy rates:

• High confidence: ~95% accurate
• Medium confidence: ~80% accurate
• Low confidence: ~60% accurate

Always verify:

• Before important outreach
• When data seems incorrect
• For critical decisions

Data Freshness

Enrichment data can become stale:

Best practice: Re-enrich before important touchpoints.

Advanced Features

Custom Enrichment Rules

Enterprise plans can configure:

• Which fields to prioritize
• Confidence thresholds
• Data source preferences
• Auto-update schedules

Contact support to set up custom rules.

Enrichment API

Developers can use enrichment programmatically:

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

See API documentation for details.

Enrichment Webhooks

Get notified when enrichment completes:

1. Navigate to Settings → Integrations
2. Add webhook URL
3. Select Lead Enriched event
4. Receive POST request with enriched data

Privacy & Compliance

Data Sources

Enrichment only uses:

• ✓ Public business databases
• ✓ Company websites
• ✓ Public social media profiles
• ✓ News and press releases
• ✗ Private/password-protected data
• ✗ Purchased email lists
• ✗ Scraped personal data

GDPR Compliance

Enrichment is GDPR compliant:

• Uses publicly available data only
• Legitimate business interest
• Data can be deleted on request
• Respects opt-out requests

If a lead requests deletion:

1. Navigate to lead detail page
2. Click Delete Lead
3. All data including enrichment is removed

Data Retention

Enriched data follows lead retention:

• Stored as long as lead exists
• Deleted when lead is deleted
• Can be exported before deletion

Getting Help

For enrichment questions:

Email: [email protected]

Include:

• Lead name/email
• What enrichment data is missing
• Any error messages
• Your current credit balance

Pro tip: Send screenshot of enrichment results for faster support.

Last Updated: February 2026