Waterfall enrichment is a way to fill in missing data by checking multiple sources, one after another, until you get what you need.
Instead of relying on a single data provider, you "waterfall" through many.
If the first source doesn’t return a result, you automatically try the next one. Then the next. And so on.
You stop as soon as the data is found.
Why waterfall enrichment exists
No data provider is perfect.
One source might be great for large companies, another for startups. One might be strong in the US, weak internationally. One might have emails, but poor job titles. If you only use one provider, you leave a lot of records incomplete. Waterfall enrichment solves that by stacking providers together. Each one covers the gaps of the others.
What makes it different from "using multiple tools"?
The key difference is automation and order. You're not manually exporting lists and uploading them into five platforms.
You define:
- which sources to use
- in what order
- for which fields (email, company size, LinkedIn, technologies, etc.)
Then every lead runs through the same system. Automatically.
Why use CRM Enricher in your Waterfall Enrichment?
CRM Enricher does a lot of the waterfall enrichment steps ourselves to save you cost and effort. We have built-in enrichment from multiple sources, so you get data from several providers in one go. We have custom logic to reduce spam, improve accuracy, and confirm data quality. If you are using other tools like Clay, you should start by pulling CRM Enricher first to get the best possible data before going to other providers.