# CRM Enrichment

## Keep your CRM clean with real‑time data and signals

Enrich contacts and accounts with verified data, keep records up to date automatically, and power routing, scoring, and outreach with accurate, actionable information.

## Complete CRM data for GTM execution

Keep records accurate, clean, and ready for routing, segmentation, and outreach.

## No more manual CRM cleanup

Enrich new and existing CRM records with contact and company data, then keep them updated automatically through scheduled or ongoing workflows - no manual updates required.

## Add more complete business data

Fill key gaps across contact, company, hierarchy, technographic, and intent fields so every record is complete and ready for targeting, segmentation, and outreach.

## Keep your CRM usable across teams

Support routing, scoring, segmentation, and reporting with consistent, reliable data - giving sales, marketing, and operations a shared foundation to act on.

## Enrich records on demand or on a schedule

Trigger enrichment automatically when new records enter your CRM, ensuring every record is complete before routing or outreach.

Schedule ongoing refreshes to keep existing data current as contacts change roles and companies evolve.

## Improve match rates with multi-source enrichment

Increase coverage by enriching records across multiple data sources and workflows, improving match rates and filling critical gaps in contact and company data. Ensure more complete records across your CRM without relying on a single source.

In supported workflows, ZoomInfo also offers waterfall enrichment to sequentially pull data from multiple sources, maximizing coverage and reliability for each record.

[Explore enrichment](/content/products/waterfall-enrichment/index.html)

## Add verified contact and company data

Populate key fields like emails, direct dials, mobile numbers, job titles, departments, seniority, company attributes, hierarchy relationships, and technographics.

Ensure every record has the data needed for routing, segmentation, and outreach - without manual research or enrichment.

## Automatically update millions of CRM records

Run bulk enrichment across your CRM to clean outdated data, standardize records, and maintain consistency.

Process and update millions of records so your CRM stays accurate, usable, and ready for GTM workflows at scale.

## Trusted by sellers, proven in pipeline

With ZoomInfo Copilot powered by AI, teams cut prep time, book more meetings, and accelerate pipeline - while driving higher win rates and measurable ROI.

“ZoomInfo helped our sales team boost customer engagement by 54%, save more than 11 hours per rep each week, and attribute nearly 40% of pipeline to ZoomInfo signals.”

Toby Carrington

Chief Business Officer at Seismic

## 43

#### Hours saved

“Opportunities at higher-scoring accounts were 43% more likely to turn into qualified pipeline, and on average moved 58% faster through qualification.”

Ben Perceval

RevOps Manager at Spekit

## 10%

#### Increase in lead qualifications

“With Copilot’s ability to target good-fit prospects and call out high-value deal signals, McGriff has seen an immediate 10% jump in response rates to his cold outreach.”

Derion McGriff

Business Development Manager

## 50%

#### Faster prospecting

“ZoomInfo has enabled me to reach more prospects 50% faster, transforming how I approach GTM strategies with actionable intelligence and efficiency.”

Enterprise Sales Leader at Databricks

## 40%

#### Increase in closed won deals

“With ZoomInfo, our team increased closed-won deals by 40% and achieved 115% average quota attainment each month - helping every SE hit their targets.”

Sales Leader at Thomson Reuters

## Turn your CRM into a reliable source of truth

### Keep your data clean, complete, and continuously updated - and make it usable across every GTM workflow.

## FAQs

#### What is CRM enrichment?

CRM enrichment is the process of adding or updating company and contact data in your CRM so records are more complete, current, and usable across routing, scoring, segmentation, outreach, and reporting.

#### Why does CRM enrichment matter?

CRM enrichment helps teams reduce manual cleanup, improve data quality, and keep account and contact records usable across sales, marketing, and operations workflows.

#### Can ZoomInfo enrich both contacts and accounts?

Yes. ZoomInfo CRM enrichment is positioned around both contact and account records, including company, hierarchy, technographic, and related business fields where applicable.

#### Can enrichment happen automatically?

Yes. ZoomInfo CRM enrichment can be triggered for new records or run on a recurring schedule so existing records stay current over time.

#### How does CRM enrichment help RevOps and Sales Ops?

It supports cleaner routing, better scoring inputs, more reliable segmentation, and reporting built on more complete and consistent CRM records.

#### Can this support large-scale CRM cleanup?

Yes. ZoomInfo can support bulk enrichment workflows designed to update and standardize large volumes of CRM records.

#### What data can be added through CRM enrichment?

Teams often use CRM enrichment to add or update emails, direct dials, mobile numbers, job titles, departments, seniority, company attributes, hierarchy relationships, and technographic data.

#### How does CRM enrichment improve GTM execution?

More complete and current CRM records help teams route faster, segment more accurately, score leads with better inputs, and support outreach and reporting with more reliable data.