ZoomInfo Enrichment automatically appends missing contact and firmographic data to every accepted lead flowing through Integrate, before it reaches your MAP or CRM.
No manual lookups. No batch jobs. No offshore agency. Leads that used to take days to clean now reach sales in minutes, complete and ready to route.
Book a Strategy Session →Marketing Ops, Field Marketing, Demand Gen, and executives all feel the cost of incomplete leads differently. Here is how ZoomInfo Enrichment solves it for each.
You own the lead pipeline. Right now part of that ownership is manually cleaning and appending data before records are fit to send to sales.
Leads arrive missing job title, phone number, company size, or industry. Without those fields, scoring models break, routing rules fail, and leads land in a manual review queue or get rejected entirely. Someone on your team has to look up the missing data and fill it in, batch by batch.
That's not operations work. It's data entry, and it introduces a one to five day delay before leads are actionable.
You run events, trade shows, and webinars. The leads you collect are some of your highest intent. But badge scans and registration forms only capture name and email, and that's not enough for sales to act on.
After every event, your team uploads a list to Integrate and waits. Marketing Ops has to clean the incomplete records before anything can route to sales. By the time those leads are actionable, the conversation window has closed and the opportunity has cooled.
The average B2B company takes 42 hours to respond to a lead. Responding in five minutes makes a team 21x more likely to qualify it.
You run campaigns across a dozen partners and channels. Leads come in at different quality levels and you can't personalize or score effectively because the data is inconsistent.
A lead from LinkedIn looks different from a lead from a content syndication partner. Some have job titles, some don't. Some have phone numbers, some don't. Your scoring model is calibrated on complete data, but what arrives is inconsistent, channel by channel.
Attribution is unreliable when the underlying data quality isn't uniform.
Sales keeps rejecting leads for missing data. Attribution reports are unreliable. And somewhere in your ops budget is a line item for manual lead verification that shouldn't exist.
When leads arrive incomplete, the data quality problem gets socialized across your organization. Sales blames marketing. Marketing blames the vendors. And someone is paying an agency or an admin team to manually verify and clean records before they can be routed.
Most teams either enrich downstream in the MAP or CRM, enrich manually in spreadsheets, or don't enrich at all. All three approaches produce the same outcome: slower speed to lead, higher rejection rates, and inconsistent data quality across channels.
Manual enrichment introduces a one to five day bottleneck between acquisition and sales engagement. By the time a lead is clean enough to route, the conversation window has already closed. Inline enrichment eliminates that wait entirely.
When enrichment happens inside Marketo or Salesforce after lead import, governance already ran on incomplete data. Leads may have been rejected for missing required fields that ZoomInfo could have filled. Enriching inside Integrate, after governance acceptance, means every outbound record is already complete.
Most teams use ZoomInfo for outbound prospecting or manual lookups. ZoomInfo Enrichment makes that investment apply to every inbound lead, across content syndication, events, social, and webinars, automatically, using the same license and credits you already have.
Enrichment runs inline, automatically, as part of Integrate's governed lead pipeline. No manual trigger, no batch jobs, no separate tool.
An admin creates a ZoomInfo connector in Integrate's Integrations tab under Data Enrichment Connectors. Authentication uses your existing ZoomInfo credentials via OAuth 2.0. One connector per organization. No IT involvement required.
In any supported source, toggle enrichment on in the source’s Fields section. Configure which fields to enrich at the connector, campaign, or source level. Supported sources include Custom Channel, Social, Webinar, and Content Syndication.
Integrate's governance engine processes each lead first: deduplication, pacing, required field checks, email validation, and compliance rules. Only accepted leads proceed. Integrate then calls the ZoomInfo Contact Enrich API using email, phone, or name plus company as match keys. ZoomInfo returns up to 65 contact and firmographic fields.
Enriched fields appear as tokens in the outbound mapping editor. Map them to your Marketo, Salesforce, HubSpot, or Eloqua schema and deliver complete records in near real time. Enriched data is visible in lead reports with fields prefixed ZI_ and in postout logs.
If your team is manually cleaning and appending lead data before sending records to sales, you're paying for a process that shouldn't exist in 2026.
See how ZoomInfo Enrichment can eliminate manual lead cleaning and accelerate speed to lead across every channel.
