Every go-to-market team knows the pain: enrichment costs can skyrocket, and still you end up with incomplete records. Lusha’s waterfall enrichment workflows solve this by sequencing enrichment sources in a smart order—so you maximize data coverage while keeping costs under control.
Why waterfall enrichment is so important
- Reduce costs: only call premium APIs when cheaper/faster options fail.
- Boost coverage: fill in every missing field by chaining multiple data sources.
- Standardize enrichment: every record follows the same clean, rule-based process.
- Scale campaigns faster: complete, verified records mean reps spend less time fixing data.
How the workflow works
Workflow:
New record enters CRM or Sheet (lead, contact, or account).
Lusha API performs first-pass enrichment (verified email, phone, title, company info).
If gaps remain → trigger second enrichment layer (alternate data provider / internal DB).
If still incomplete → call premium vendor or research workflow.
Consolidate results into CRM with standardized fields.
Tag record with “fully enriched” and sync to Sales/Marketing automation tools.
Result: 100% coverage of mission-critical fields—without overpaying for redundant lookups.
The value for RevOps and Sales
- RevOps: Cost-efficient enrichment process, less waste across vendors.
- AEs/BDRs: More complete profiles for faster personalization and outreach.
- Marketing Ops: Clean, consistent records to power segmentation and automation.
- Finance/Leadership: Better ROI on data spend.
Example automation: Zapier / n8n recipe
Trigger: New contact created in Salesforce
↓
Action: Lusha API enrich with verified data
↓
Action: If missing fields → call secondary enrichment API
↓
Action: Merge results → update Salesforce record
↓
Action: Tag as “Enriched” and notify RevOps in Slack
KPIs to track
- Enrichment cost per record
- % of fully enriched records (coverage)
- Time-to-enrichment (speed from record creation to usable)
- Campaign deliverability rates (email/SMS)
- ROI on data vendor contracts
Best practices for waterfall enrichment
- Always start with the most accurate/affordable vendor (Lusha) before chaining others.
- Define a “must-have” field list (email, phone, title, company size) so waterfall rules are clear.
- Avoid duplicate charges—log which vendor enriched which field.
- Review coverage vs cost monthly to fine-tune waterfall order.
