CRM enrichment

How CRM enrichment
works.

Turn a messy CRM into a self-healing revenue engine. We define what clean data means for you, build the enrichment engine on Clay and AI, enrich every record, and keep it that way.

Start enrichment Audit my CRM
  • HubSpot and Salesforce
  • Clay + AI workflows
  • 90%+ verified accuracy before scaling
CRM enrichment · one record HubSpot · contact 48,112

Before

Name
jordan ORTIZ
Title
head of revops (?)
Company
Acme Logistics Inc.
Industry
—
Headcount
—
Email
[email protected]

Enrichment engine

  1. 01Standardize name and title
  2. 02Match company domain
  3. 03Enrich industry and headcount
  4. 04Verify email (Scrubby)
  5. 05Dedupe against 2 existing records
  6. 06Lock owner and lifecycle fields

After

Name
Jordan Ortiz
Title
Head of RevOps
Company
Acme Logistics
Industry
Logistics SaaS
Headcount
180
Email
[email protected] · deliverable

Verified accuracy 94% on sample · owner and lifecycle fields locked · 0 regressions

The process

Define, build, enrich, maintain.

Four stages, in order. Nothing is written to your CRM until the data model is agreed and the sample enrichment passes review.

  1. 01 Onboard

    Define what "clean data" means

    We begin by analyzing your current CRM and defining your ideal data structure:

    • Which fields must be enriched or standardized
    • Custom taxonomies (industries, personas, segments)
    • Rules for overwriting vs. locking fields
    • Enrichment frequencies by lifecycle stage

    All decisions are captured in a shared Data Model, ensuring clarity and full control over what enters your CRM.

  2. 02 Setup

    Build and test Clay-powered automations

    We then engineer your enrichment engine using Clay + AI:

    • Custom enrichment workflows
    • AI data research and scraping
    • Validation logic to maintain accuracy
    • Deduplication rules to protect data integrity

    We run sample enrichment, validate manually, iterate. Target: 90%+ verified accuracy before scaling.

  3. 03 Enrich

    Bulk CRM cleanup and data refresh

    Once approved, we execute the mass enrichment:

    • Backup your existing HubSpot/Salesforce data
    • Enrich every record using your rules
    • Normalize key fields (jobs, URLs, industry, headcount)
    • Update only where allowed to prevent regressions

    The result: a CRM that becomes a revenue engine, fit for segmentation, reporting, and outbound activation.

  4. 04 Maintain

    Evergreen CRM hygiene

    CRM decay is constant. We automate maintenance forever:

    • Detect job changes and new decision-makers
    • Refresh firmographic and technographic data
    • Enrich new inbound leads instantly
    • Prevent duplicates at entry

    Instead of short-lived Band-Aids, we keep your CRM accurate, clean, and immediately actionable.

Built on

Clay for the workflows. Scrubby for the addresses.

Enrichment workflows run in Clay with AI research steps. Every email address that enters your CRM is verified by Scrubby first, including catch-all domains, so the enriched record is one you can actually send to.

Partner

Clay

Custom enrichment workflows, AI data research and scraping, validation logic and deduplication rules, built and operated for you.
Infrastructure

Scrubby

The only validator that safely clears catch-all email. No address is contacted until it passes.

Next step

Ready for clean data?

Stop working with bad data. We will audit the CRM you have, agree the data model, and show you the sample enrichment before anything is written back.

Audit my CRM Book a demo