Lead enrichment

Lead enrichment cuts down the research a rep does before the first call. When a lead is added, Gabriel looks up the lead’s company and fills in the company details that are still empty: website, phone, address, employee count and industry. If your company uses Prospecting, Gabriel can also look up the person on Seamless.ai.

The company lookup is on for every company unless an admin turns it off. The Seamless.ai lookup is off until an admin turns it on. Both are under Settings > Company > Lead Enrichment and need the Manage organization settings permission, which admins have.

A lead stays a lead. Enrichment only fills in fields on the lead itself. It never creates a company record or links the lead to one. That happens when you convert the lead.

See what was filled in

Open the lead. Under Company (prospect) on the Overview tab:

Looking up company details… shows while the lead is waiting to be enriched, usually for a minute or less.
Auto-filled shows when it’s done, followed by when it ran, which details it filled in, and where it found them, for example: Auto-filled 2m ago: website, phone, industry (from email domain, company website, AI).
Researching on Seamless.ai… shows while the Seamless.ai lookup is running. When it finishes, the person’s details join the Auto-filled line, or a short note says why Seamless.ai didn’t add anything.

If nothing shows, enrichment didn’t find anything to add, or every field was already filled in.

Turn automatic enrichment on or off

Go to Settings > Company.
Under Lead Enrichment, switch Auto-enrich new leads on or off.

The change saves right away and applies to leads added from then on. To enrich leads that are already in Gabriel, see the next section.

Enrich an existing lead again

Use this for leads added before enrichment was on, or after you correct a lead’s email or website.

One lead: open the lead and choose … > Re-run enrichment.
Several leads: on the Leads page, tick the leads and click Re-run enrichment in the bar at the top.

The lead shows Looking up company details… until it’s done, usually within a minute; a large selection can take a few minutes. It works whether Auto-enrich new leads is on or off. As always, only empty fields are filled in. Converted leads, and leads you can’t edit, are skipped.

A re-run uses only the free lookups. It never uses Seamless.ai credits, even with Also research with Seamless.ai on. To research a lead on Seamless.ai, use … > Enrich from Seamless.ai.

Research new leads on Seamless.ai

Shown when your company uses Seamless.ai. It works once Seamless.ai is connected and its Enrichment switch is on under Settings > Integrations > Seamless.ai.

Go to Settings > Company.
Under Lead Enrichment, make sure Auto-enrich new leads is on.
Switch on Also research with Seamless.ai.

From then on, each new lead is also researched on Seamless.ai after the company lookup. It uses one Seamless.ai credit per lead.

How it works

Gabriel looks up the company in three places, in this order:

The lead’s email address. For an address like jane@acme.com, the company website becomes https://acme.com. Personal mailboxes such as Gmail, Yahoo and Outlook are skipped.
The company website. Gabriel reads the site for the main phone number, address, employee count and industry.
Google Places. Used only when the phone or address is still missing and the lead has a Company name. To make sure the listing is the right business, its website must match the lead’s company website. A lead with no website is searched only when it has a company city or state.

Industry is always one of your company’s own industries from Settings > Picklists, and enrichment never adds a new one:

If the website states an industry that’s on your list, Gabriel uses it.
Otherwise, if your company has AI set up, AI reads the website and picks the industry from your list that covers most of the company’s business. A company that does several things gets the industry of its main line of work. If nothing on your list fits, it leaves Industry empty.
Without AI, Gabriel uses the business type of the company’s Google listing when it matches one of your industries by name.

The rules:

Only empty fields are filled. Nothing you or a rep entered is changed by the company lookup, and it doesn’t create suggestions for values that differ.
The address is filled as a whole. Gabriel only fills the address when the street, city, state, ZIP and country are all empty, so you never end up with one source’s street and another’s city.
Which leads are enriched. Leads you add with New Lead or Scan Business Card, leads from web forms, and people who book a meeting through your scheduling page.
Which leads aren’t. Leads from Import from File and Import from Seamless.ai. A big file would mean a lookup for every row, and Seamless.ai leads already come with their details.
What it costs. The company lookup is free. The AI industry pick uses your company’s own AI account, one short request per lead, and only when Industry is empty.
The score updates. The lead score and ICP fit are recalculated after details are filled in.
Converted leads are skipped. A lead converted before enrichment runs is left as it is.

The Seamless.ai lookup follows its own rules:

It fills in the person’s details. That means email, direct and mobile phone, title and LinkedIn, plus any company details still empty. Its industry is matched to your Industries list the same way as above. Where Seamless.ai has a different value from one already on the lead, you get a suggestion to accept or dismiss instead of an overwrite, as with Enrich from Seamless.ai.
It’s skipped when credits run low. While your balance is under 25 credits, new leads aren’t researched, so reps keep the remaining credits for their own lookups. The lead’s note says it was skipped.
It needs something to search with. That’s an email address, a LinkedIn URL, or a name with a company name or website.
A lead is researched once. A lead someone already enriched from Seamless.ai, or imported from it, isn’t researched again.
Results usually arrive within a few minutes. Seamless.ai researches in the background, and Gabriel checks for finished research every minute.

Best practices

Capture the work email, not a personal one. Most of what enrichment finds starts from the email domain. A lead with only a Gmail address gets no website, so Gabriel has nothing to look up.
Enter the company name when you add a lead. Google Places only searches by name. Without one, a lead whose website has no phone or address gets nothing more.
Keep your Industries list short and distinct. AI picks from your list, so overlapping names such as “IT Services” and “Managed IT Services” make the choice a coin toss. One clear name per kind of business gives reports you can trust.
Check the Auto-filled note before you call. It tells you which details came from enrichment and from where. An industry marked AI is an inference to confirm with the prospect.
Admins: turn on Seamless.ai research only when your credits can cover your lead flow. Each new lead uses a credit. Compare a normal week’s new leads with your monthly credits first.
Admins: leave the company lookup on unless you have a reason not to. It costs nothing and never overwrites a rep’s data. Turn it off only if your process requires every field to be entered by hand.

Troubleshooting

A lead from my CSV import wasn’t enriched. Imported leads aren’t enriched automatically. Select them on the Leads page and click Re-run enrichment.

The website is wrong. The website came from the lead’s email domain. Some people use an email domain that’s different from their company’s website. Correct Website on the Details tab. Gabriel won’t change it again.

Industry wasn’t filled in. None of your industries fit what the website says, your company doesn’t have AI set up and the Google listing didn’t match one by name, or the website couldn’t be read.

Also research with Seamless.ai is greyed out. Turn on Auto-enrich new leads first, and check that Seamless.ai is connected and Enrichment is on under Settings > Integrations > Seamless.ai.

The note says Seamless.ai research was skipped because credits are low. Your balance is under 25 credits. Buy more in Seamless.ai. Leads added after that are researched again; to research one that was skipped, use Enrich from Seamless.ai on the lead.

Nothing was filled in. The lead had a personal email address and no website, the website couldn’t be read (some sites only load in a browser), or every field was already filled in.