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Every lead your team captures from a webinar, event badge scan, or content syndication partner has the same problem: missing fields. No phone number. No job title. No company size. Those gaps break your scoring models, stall routing, and send sales chasing records they can’t work.
ZoomInfo Enrichment inside Integrate fixes this before the lead reaches your MAP or CRM, turning incomplete records into sales-ready contacts in seconds.
What ZoomInfo Enrichment Does
ZoomInfo Enrichment automatically appends missing firmographic and contact data to every accepted lead flowing through Integrate. The moment a lead passes governance, Integrate calls the ZoomInfo Contact Enrich API and fills in up to 15 fields, including phone number, job title, company size, industry, and more. Enriched leads then push to your MAP or CRM via your existing outbound mapping, complete and ready to route.
The entire process runs in near real time as part of your automated lead management process. It uses your existing ZoomInfo subscription and credentials. There is no incremental cost from Integrate to enable it.
Why This Matters More Than You Think
Most B2B marketing teams handle lead enrichment in one of three ways:
- they skip it entirely
- they enrich downstream inside MAP or CRM after the lead is already imported
- they hand it off to an internal team or agency to clean manually.
All three approaches share the same flaw: enrichment happens too late.
When governance rules run on incomplete data, leads get rejected for missing required fields that ZoomInfo could have filled. When enrichment is a manual, offline process, leads sit for one to five business days before they are sales-ready.
The business cost of that delay isn’t abstract. The average B2B company takes 42 hours to respond to a new lead. Responding within five minutes makes a team 2x more likely to qualify that lead. 78% of buyers purchase from the first vendor that responds. A five-day enrichment backlog isn’t a data problem. It’s a pipeline problem.
How It Works, Step by Step
ZoomInfo Enrichment sits between Integrate’s governance engine and outbound delivery. Here is the sequence:
- Connect your ZoomInfo account. An admin authenticates with existing ZoomInfo credentials via OAuth 2.0 inside Integrate’s Integrations tab. No IT involvement required.
- Enable enrichment per source. Toggle “enrichment on” in any supported source, including List Uploads in Custom Channel, Social, Webinar, or Content Syndication. One configuration per source; it runs on every lead from that point forward.
- Leads arrive from any channel. Event lists, LinkedIn lead gen forms, ON24 webinar registrations, content syndication partner deliveries. All flow into Integrate through existing inbound connectors.
- Governance runs first. Integrate deduplicates, validates emails, enforces allocation rules, and applies compliance checks. Only accepted leads proceed to enrichment.
- Integrate calls ZoomInfo. For each accepted lead, Integrate sends the email, phone number, or name-plus-company combination to the ZoomInfo Contact Enrich API. ZoomInfo returns the missing fields. If there is no match, the lead passes through with its original data. It is never rejected for failing to enrich.
- Enriched fields map to your outbound system. Enriched data appears as Liquid Markup tokens in the outbound mapping editor. Map them to your CRM or MAP schema once, and the mapping applies to every lead going forward.
- Clean, complete leads deliver automatically. The entire pipeline, from inbound to outbound, runs in near real-time.
Who Benefits and How
Here’s who benefits from ZoomInfo Enrichment with Integrate:
- Marketing Ops teams eliminate the manual append step that currently bottlenecks lead processing. Configure enrichment once per source; it handles every lead automatically. No re-uploads. No re-mapping. Enriched fields flow directly into your outbound integration.
- Field Marketing teams can upload event badge scans, even if they only captured name and email, and get complete, routable records delivered to MAP or CRM the same day.
- Demand Generation teams get consistent data quality across every channel. Whether a lead comes from LinkedIn, ON24, or a content syndication partner, it receives the same enrichment treatment and the same firmographic fields, giving scoring models something reliable to work with.
- Marketing leadership gets cleaner attribution. When every lead arrives with an accurate job title, company size, and industry, the attribution model reflects reality, and sales stops rejecting records for missing data.
Bottom Line
Incomplete leads are not a data problem you can solve with more headcount or better spreadsheets. They’re a pipeline problem, and every day your team spends manually cleaning records is a day your competitors respond faster and close first.
ZoomInfo Enrichment inside Integrate removes that bottleneck entirely, turning every lead from every channel into a complete, routable, sales-ready record before it ever hits your MAP or CRM. See it in action with your own lead data.
Request a demo, and we’ll show you exactly what your pipeline looks like when the data gap is closed.
Frequently Asked Questions
Do I need to buy a new ZoomInfo license to use this?
No. ZoomInfo Enrichment uses your existing ZoomInfo subscription and API credits. There is no new license required. On the Integrate side, enrichment is included at no additional cost.
We already enrich leads inside Marketo or Salesforce. Why change?
Enriching downstream means governance already ran on incomplete data. Leads may have been rejected for missing required fields that ZoomInfo could have filled. Leads that were accepted may have landed in your CRM without the firmographic data your scoring and routing rules depend on. Enriching inside Integrate, after governance acceptance, means your MAP and CRM receive complete records from the start.
Does enrichment slow down lead delivery?
No. The ZoomInfo API call adds seconds to processing time, not hours. Compare that to the one-to-five-day manual enrichment workflows it replaces.
