Why this matters
Clean data compounds over time:
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Better reporting
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More reliable automation
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Less manual cleanup
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Smarter decisions across marketing, sales, and service
None of this is flashy — but it scales.
Step-by-step: How to enable it properly
1️⃣ Start with property mapping (don’t skip this)
Before switching anything on, decide how enrichment should behave.
For each property, choose whether it should:
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Only fill empty values
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Fill and overwrite existing values
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Be locked with “Do not fill”
This prevents “helpful” enrichment from overwriting good data and causing downstream issues.
2️⃣ Turn on automatic enrichment (still free)
Once mapping is set, enable automatic enrichment to:
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Enrich new contacts and companies using email address or domain
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Continuously enrich existing records where fields are empty
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Update records when contacts re-engage
This runs quietly in the background and delivers a big data hygiene win with minimal effort.
3️⃣ Enable the under-the-radar extras
These often get missed, but they add up:
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New contact extraction from emails
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Return-to-office detection from out-of-office replies
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Property updates from logged meeting transcripts
Individually small. Collectively powerful.
The payoff
This isn’t about shiny features — it’s about compounding value.
With clean, enriched data you get:
✔ More trustworthy reports
✔ Automation that behaves as expected
✔ Less time spent fixing records
✔ A CRM that actually supports your teams
If you haven’t looked under the bonnet lately, this is one of the quickest RevOps wins you can unlock.
