Data Enrichment: How to Set Manual & Auto-Enrichment in Salesforce

Salesforce Small

In addition to being able to search for contacts and companies directly in Salesforce, our users now have the ability to run batch enrichments or set up auto enrichment for accounts, leads and contacts.

This newly improved functionality helps you…

  • Easily set up auto enrichment such as inbound form fills to get better insight for outreach or customizing your message.
  • Fight data decay by keeping your contacts and accounts up to date with the latest information.
  • Enrich and append event leads to get technographic and firmographic information
  • Auto-enrich every lead or contact added to your system by a sales rep
  • And more!

This video will explain where to go to set up your manual and auto-enrichment jobs as well as cover a few best practices for using this feature.

How to Set  up Auto-enrichment

When you log into Salesforce, go to the SalesIntel tab and then go to Settings under your name here. Then go to the ‘Enrichment’ section and this is where you’ll find all the options for setting and running auto-enrichment.

First you’ll want to set your object permissions. Simply toggle the permission on or off to allow manual and/or auto updates. There’s really not a right or wrong way to set this, just be sure that your heads of marketing, sales and data management agree on what best fits your strategy and data needs.

When you scroll down you’ll see the permission settings for Auto Updating a Record. You can either set it to run when an object is created or set a scheduled time. If you decide to schedule auto-updates, then you’ll need to set the frequency, time of day and how to address duplicate records.

You can either skip updating duplicate records, always append the blank fields of a duplicate record, or always update the entire record. Again, the option you choose here will need to best fit your strategy.

For example, if your marketing team wants to have shorter inbound forms that only ask for name, title and email, then you can select “Always Append Only” and when SalesIntel runs your auto-enrichment, we will fill in the rest of the gaps for you such as contact’s phone number, linkedin profile, company name and more.

When your permissions are set, don’t forget to click ‘Save’ in the bottom right corner.

How to Run Manual Enrichment

To start a manual enrichment job, go to the SalesIntel tab in Salesforce and then select the Enrichment tab here. This is where you’ll see a list of jobs that have previously been run. To start a new one, click ‘New Enrichment’ on the right here.

Similar to creating your enrichment settings, you can choose which record type you want to update: Account, Contact or Lead record. Next, you’ll want to give this job an easy to remember name.

Then, set the filter parameters here. For example, let’s say you attended an event, but were only given limited information and need more data to better your outreach. You can select the Lead record type, then go to the filters and set ‘Lead Source’ is ‘equal to’ the ‘Event Name’ and SalesIntel will pull all the information we have for those records.

Once the filters are set correctly click ‘Analyze’ and SalesIntel will start running a report on all records that meet your criteria. Remember, the amount of time it takes to run your report will be affected by the number of records and fields that we’re cross matching. This process shouldn’t take more than a few minutes.

When it’s ready, you’ll receive a report for your requested update. You can access your report by going back to the Enrichment tab and clicking the job’s name here.

This report shows the match rate of your CRM data to our 95% accurate human-verified data and the amount of data that we can enrich. This report is meant to show you how many records will be affected by this update and which fields will be most impacted. 

Once you’ve looked at the report you can decide if you want to start the updating records by selecting ‘Enrich Database’ or share this report with others by clicking ‘Download Report’. Users will always have control over when they push their manual enrichments live.

Enrichment reports represent the match between CRM records and our proprietary database that’s 95% accurate and human-verified. It also shows how many records are due for enrichment and which fields will be most impacted. Our latest iteration features enhanced matching logic that optimizes match rates to update additional fields for more records.

After reviewing your new report, you may begin updating your records by selecting ‘Start Enrichment,’ or share this report with others by clicking ‘Download Report’. Users will always have control over when they push their manual enrichments live.

Rollback Your Data

Users also have the option to rollback, or undo, their manual enrichment jobs in the Rollback tab. Simply navigate to the tab and click the job you want to rollback.

Here are three important things to know about

  • You are able to rollback manual enrichment jobs for up to 15 days after completion.
  • When rolling back records, only the fields updated by SalesIntel will be changed back. For example, a contact’s phone number has been changed by a sales rep and the phone number field was not in the original job parameters, SalesIntel will not include the phone number field in the rollback.
  • Rollback for auto-enrichment is not available at this time, but will be included in a future release.

Should you have more questions about using Data Enrichment for Salesforce please contact us at