Bad CRM data kills pipeline. Manual research wastes hours, and incomplete records slow down outreach. With the Lusha API, you can automate real-time CRM enrichment—instantly adding direct dials, verified emails, and job titles the moment a new contact is created. The result? Clean, accurate records that power faster lead routing, higher connect rates, and a CRM your sales team can finally trust.
Sales and RevOps teams know the pain of bad CRM data: missing phone numbers, outdated job titles, bounced emails. Every error costs time, trust, and pipeline. With the Lusha API, you can automate CRM enrichment in real time—ensuring every record is accurate, complete, and ready for outreach the moment it’s created.
Why real-time CRM enrichment is critical
- Dirty data = lost revenue.
Salesforce estimates 91% of CRM data is incomplete or inaccurate. - Manual entry slows reps down.
Instead of booking meetings, SDRs spend hours researching and correcting records. - Speed to lead is critical.
Half of buyers choose the vendor who contacts them first. Without accurate contact info in the CRM, your reps can’t move fast.
Enrichment has been around for years, but real-time enrichment with Lusha turns it into a competitive advantage.
How the workflow works
Workflow:
New contact captured — via form, lead import, or manual entry into Salesforce/HubSpot.
Lusha API call triggered — instantly enrich with direct dials, verified emails, job title, and company firmographics.
Data written back to CRM — updated record is complete and consistent with your schema.
Workflow continues — enrichment can trigger automated lead routing, scoring, or sequence enrollment.
Result: Sales teams never touch incomplete data again.
The value for RevOps and Sales
- RevOps: clean, normalized records across systems without data silos.
- Sales leaders: higher connect rates and more efficient pipeline generation.
- BDRs/SDRs: no more manual research, they start with the right person, at the right company, with the right contact info.
- AEs: confidence that every lead routed to them is already enriched and ready to convert.
Example automation: Zapier recipe
Here’s how a one-click recipe looks in Zapier:
Trigger: New record created in HubSpot CRM
↓
Action: Lusha API call → enrich contact with phone, email, title
↓
Action: Update HubSpot record with enriched data
↓
Action: Slack notification to SDR with “ready-to-call” lead
This automation takes minutes to set up, but saves reps hours every week.
KPIs to track
- First-pass enrichment coverage (% of contacts enriched by Lusha alone)
- Reduction in manual research time (hours saved per rep/week)
- Increase in connect rate / email deliverability
- Time-to-first-touch (speed to lead)
Best practices for Lusha-first enrichment
- Always call Lusha first in any waterfall enrichment flow — maximize coverage with verified data.
- Normalize data (job titles, phone formats) before syncing back to CRM.
- Set thresholds — e.g., route leads only if Lusha provides a direct dial or validated email.
- Monitor KPIs with a simple dashboard (coverage, cost per enriched record, bounce rate).
More resources:
FAQs
Lusha verifies contact info using multiple trusted sources and its proprietary data network. This significantly reduces bad dials and bounced emails, keeping CRM data reliable.
No. The API is optimized for sub-second response times, so enrichment happens instantly without delaying the workflow.
Yes. Once a record is enriched, you can set routing rules (e.g., by region, deal size, job title) so leads are instantly assigned to the right rep.
Bulk enrichment processes large lists at once. Real-time enrichment works record-by-record, ensuring that every new lead is enriched and ready the moment it enters your CRM.
