What it does
Runs a multi-source enrichment cascade - try the primary provider, fall through to secondary, then tertiary, then an AI-research fallback for unstructured discovery - maximizing coverage while minimizing per-record cost.
You get
maximum enrichment coverage at minimum per-record cost
How it works
Build the Waterfall Enrichment Workflow
Create WorkflowCreate a workflow 'Waterfall account enrichment' triggered by account_created OR scheduled refresh for stale accounts (no enrichment update in 90 days). Goal: maximize fill rate on key account attributes (firmographics, technographics, decision-makers, funding) while minimizing cost by querying premium providers only when cheaper ones fail.
Primary Enrichment Pass
configure_enrich_stepConfigure first enrichment step to query the primary provider (configurable — typically the cheapest provider with broad coverage, e.g. Apollo or Clearbit). Targets: company name, size, industry, tech stack, revenue band, key decision-makers. Outputs to account attributes. Mark fields successfully filled to inform downstream branching.
Branch on Primary Coverage
configure_workflow_branch_stepBranch step: did the primary enrichment fill the required fields? If YES → skip to AI-fit-scoring. If NO (missing email format, missing decision-maker, or missing tech stack) → continue to secondary provider. Saves money by not paying for premium providers unless needed.
Secondary Enrichment Pass
configure_enrich_stepConfigure second enrichment step that fires only on the no-coverage branch. Query secondary provider (configurable — typically a specialist provider for the missing field type, e.g. ZoomInfo for decision-makers, BuiltWith for tech stack). Only fills fields the primary missed; doesn't re-query already-filled fields.
AI Research Fallback
configure_ai_research_stepConfigure AI research step that fires when secondary provider also fails to fill a key field. Tasks: scrape the company website, summarize what the company does, identify likely buyer personas from About/Team/Leadership pages, look up recent news for funding/hiring signals. Returns structured output (industry, ICP-fit description, 3-5 decision-maker names with titles). The Claygent-equivalent for the long tail where structured providers have no data.
Update Account Record
configure_update_attribute_stepConfigure the update step that writes all enriched data back to the Account record. Includes a metadata field 'enrichment_source_used' (primary / secondary / ai-research) so RevOps can audit cost per record. Also writes enrichment_confidence (high/medium/low based on which tier filled the data).
Validate and Publish
publish_workflowValidate the workflow DAG and publish for live execution. Set up a daily summary of enrichment-tier-usage so RevOps can monitor cost (e.g. '80% filled at primary tier, 15% at secondary, 5% needed AI research' = healthy cost profile).
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