Waterfall Enrichment

The process starts with a contact missing key information, such as job titles, company names, LinkedIn URLs, or email addresses.

Here’s how waterfall enrichment works:

Step #1: The contact is sent to the first data provider.

Step #2: Any successful matches are recorded.

Step #3: Unresolved entries “flow” to the next provider in the sequence.

The process repeats until all tools are exhausted or the record is complete. You can configure the order based on factors like data quality, cost per match, or historical success rates. Some tools even allow for custom rules like skipping a provider if a particular field is already filled.

Waterfall enrichment helps ensure complete lead data at conferences and events. 

For example, a sales rep at a trade show scans a lead’s badge. While the rep chats with the lead, an AI-powered tool kicks off the waterfall enrichment process. It pulls missing details like company, title, email, LinkedIn, and more from multiple trusted sources. 

The rep can then quickly verify the enriched profile with the lead to confirm accuracy. Once confirmed, the profile is synced to the rep’s CRM in real time, automatically triggering a personalized follow-up email workflow (without manual data entry).

The ROI of waterfall enrichment shows up in small ways that compound:

• Higher match rates: More usable leads per upload
  
  
• Reduced bounce rates: Fewer invalid addresses and better deliverability
  
  
• Faster campaign launches: Less time spent cleaning data
  
  
• Improved segmentation: Better targeting = better results
  
  

You can also track cost per enriched record and compare it to performance metrics like reply rate, demo booked, or revenue per lead.

To make the most of waterfall enrichment, it's important to choose your data providers thoughtfully. Not all tools specialize in the same types of data, so mix and match based on your specific needs, whether that's emails, phone numbers, company details, or other fields. Strategically ordering your enrichment sources is also key: place your most accurate and cost-effective tools at the top of the waterfall to maximize ROI.

Be mindful of potential data overlap. Since some enrichment tools may return similar results, implementing deduplication rules helps keep your records clean and actionable. Compliance is another critical factor—always operate within privacy frameworks like GDPR and CCPA to ensure responsible data handling.

Regular testing and iteration will help you refine your setup over time. If you're scaling or looking to improve efficiency, consider exploring waterfall enrichment platforms that use AI and automation to streamline the process and deliver smarter results.

The B2B data landscape is more fragmented than ever. People change jobs frequently. Privacy regulations restrict access to data. Even the best enrichment tools can’t always deliver a full match. 

For example, a single provider might return valid data for just 30–60% of your lead list. In contrast, waterfall enrichment can increase match rates to 80% or more by sequentially tapping multiple sources until the gaps are filled.

Tools like Popl AI take it a step further, achieving match rates as high as 95%, enabling sales teams to save hours on manual research, build accurate records, and personalize outreach.