Data enrichment
Adding missing details to a company or contact record, such as a work email, a job title, a headcount or the technology the company uses.
Enrichment starts from what you have, often just a company domain or a name and a company, and fills in the rest from data providers, public pages and your own systems. It is how a list of target accounts becomes a list of people you can contact.
Enriched data is only as good as its freshness and its source. People change jobs, companies move and email addresses stop working, so an enriched field should carry where it came from and when it was found. Two practical rules follow: verify an email address shortly before you send to it, not when it was first enriched; and do not let a field you cannot trace, such as an estimated revenue figure, decide who is in or out of a campaign. Enrichment from several providers in turn is called waterfall enrichment.
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