Glossary / Data enrichment
Data enrichment is the process of taking a partial record — a name, an email, a LinkedIn URL, a company domain — and filling in the missing fields from external sources: job title, company, location, work history, firmographics. In RichAPI it's a single API call, such as enrich_profile, that returns the structured record.
In short: Data enrichment: completing a partial person or company record (name, email, LinkedIn URL, or domain) with fields from external sources. RichAPI's enrich_profile and enrich_company endpoints do this in a single API call.
Last updated September 23, 2026
Most CRMs start with thin records: whatever a form captured, or whatever a rep typed in. Enrichment turns that thin record into something you can segment, score, and route on — without anyone copying fields from LinkedIn by hand.
In RichAPI, start with enrich_profile for people and enrich_company for companies.
Enrichment usually runs at three points: on form fill, so a new inbound lead is routed with full context; on list import, so a purchased or scraped list is usable before it hits a sequence; and on a schedule, so existing records don't quietly decay as people change jobs.
Enrichment fills in a record you already have. Lead search finds records you don't have yet. Email finding is a narrow kind of enrichment that returns only a contact address, and verification checks that an address you already have will actually deliver. Waterfall enrichment is a strategy for running enrichment across several providers in turn.
A sign-up form captures only a work email. On submit, a webhook passes the email to an enrichment call, which returns the person's title and employer. A routing rule then sends VP-and-above signups at companies over a certain size straight to an AE, and everyone else into a nurture sequence — all before the confirmation email lands.
Enriching everything, all the time, is the most common way to overspend. Enrich only the records you'll act on, cache the results, and re-enrich on a cadence that matches how quickly your market changes. And keep the source and date on every enriched field, so you can tell fresh data from stale.