Data Enrichment Overview

Objective

This article is intended to help Outreach Admins and Users understand how to enrich Account and Prospect records using external data providers. Data enrichment enhances these records with additional, valuable information - empowering users with deeper insights for personalization and engagement.

Note: Please refer to this article on configuring Smart Data Enrichment. 

Applies To

• Outreach Users
• Outreach Admins

Overview

Sales teams often waste time switching between tools to find critical data about prospects and accounts. With data enrichment, Outreach brings external sales intelligence directly into your workflows, so you get the information you need without leaving the platform.

What types of data are enriched

Once your data provider is set up, you can enrich records with:

Note: Available data varies by provider. Check our data coverage table for details.

How data enrichment works

Enrichment automatically updates selected Accounts or Prospects with data from the connected data provider. The enrichment process is billed according to the customer’s contract with the data provider. Every enrichment set up through Outreach is continuous, with data being refreshed every 30 days. 

Records marked for enrichment - either manually by the user or by the Revenue Agent—are regularly processed by the enrichment pool. Read more about How to trigger data enrichment. 

Once records are marked for enrichment, their status changes to "Pending" and they are placed in the enrichment queue. How quickly they are enriched depends on three main factors:

1. Queue size - how many other records are also waiting to be enriched.
2. Enrichment pool prioritization:
   1. New (never enriched before) - prioritized by creation date, with the most recently created records processed first.
   2. Previously enriched records - eligible for refresh if their last enrichment occurred over 30 days ago. These are also prioritized by creation date, with more recently created records processed first.
3. Enrichment pace - the speed set in your enrichment settings, which controls how fast records are processed. Read more about Data enrichment settings.

Enrichment criteria:

Only accounts with a filled-in domain and prospects with an email address can be enriched. These fields serve as unique identifiers for the records between Outreach and the third-party data provider.

Enrichment status:

Enrichment status details for each record can be found in the Account or Prospect detail view, located in the sidebar under the "Enrichment" section. If applicable, this section also displays the date the record was marked for enrichment, as well as the date of the last enrichment run.  

Use enrichment filters to monitor record status in the enrichment queue

Use enrichment filters in Account and Prospect views to quickly identify which records have been enriched, are pending enrichment, or where enrichment has failed.

Enrichment status

Indicates the current status of a record in the enrichment queue. Available as a filter, in the Enrichment section of the record detail, and in the Status column (under the lightning bolt icon) in the Account and Prospect views.

• Active – The record is in the enrichment pool, has been successfully enriched during last enrichment run and remains in the enrichment pool, awaiting a scheduled refresh.
• Inactive – The record has never been enriched or has been removed from the enrichment pool.
• Pending – The record is in the enrichment pool and awaiting its first enrichment.
• Failed - The record is in the enrichment pool and has had enrichment attempts, but their last result was either Failed or No match.

Last Enrichment updated

Indicates the timestamp of the most recent enrichment attempt. Available as a filter, in the Enrichment section of the record detail, and in the Status column (under the lightning bolt icon) in the Account and Prospect views.

• Timestamp – Timestamp of the last enrichment attempt.

Last Enrichment Status

Indicates the outcome of the most recent enrichment attempt. Available as a filter, in the Enrichment section of the record detail, and in the Status column (under the lightning bolt icon) in the Account and Prospect views.

• Success – The last enrichment attempt was successful.
• Failed – The last enrichment attempt failed.
• Unmatched – The last attempt failed to match the record.

Enriched

Indicates whether the record was ever successfully enriched. Available as filter  in the Account and Prospect views.

• True – The record was successfully enriched at least once.
• False – The record has never been successfully enriched. This could mean it’s not in the queue or all attempts have failed.

Where enrichment data is stored

All enriched data is stored in a dedicated enrichment database linked to your main records. It includes:

• Newly sourced records
• Existing records that are enriched

This ensures enrichment doesn't overwrite your CRM or Outreach data unless explicitly configured to do so.

Enrichment of existing vs. new fields

Outreach’s enrichment process enhances both existing standard fields (e.g., Company description) and adds entirely new data points (e.g., NAICS and SIC codes) to your Account and Prospect records.

Existing standard fields

By default, Outreach does not overwrite existing values in your standard fields.
If a field is empty, enrichment data appears as a suggested value, but won’t be saved automatically unless:

• “Autofill if empty” is enabled — enrichment data will populate empty fields on existing records.
• The record is a new Prospect created by the Agent — enrichment values are written automatically.

Learn more about these options in Configure and enable Data Enrichment.

New enrichment fields

In addition to existing fields, enrichment introduces new data fields from your connected provider.

• These fields are visible in the Account and Prospect detail views and list views.
• You can also use them in personalization snippets.

Note: These new fields are currently not supported in triggers, CRM sync, variables, or other automated workflows — support is coming soon.

Visual indicators

All enrichable fields — both standard and new — are marked with a bolt icon in the UI so you can easily identify them.

Setting up data enrichment as an Admin

By default, data enrichment is disabled for customers with the Amplify SKU. To enable and configure it, follow this link.

Defining permissions on data enrichment as an Admin

Admins can manage who has access to enrichment actions via Profiles > Data enrichment:

• Allow Account enrichment
• Allow Prospect enrichment

This controls whether users can mark records for enrichment or stop enrichment on existing records.

Trigger data enrichment as a User

Data enrichment in Outreach can happen automatically through the Agent or manually by users with the right permissions.

Enrichment via Agent

The Agent automatically enriches records it targets — pulling available data from your connected provider.

• Accounts: Accounts that meet your targeting criteria and have a specified domain will be automatically added by the Agent and enriched with data, if available, from a third-party provider
• Existing Prospects: The Agent attempts to enrich all existing prospects it targets. If enrichment fails, the prospect is still included in the Agent's workflow.
• New Prospects: Prospects sourced by the Agent are automatically enriched upon creation.

Refer to How data enrichment works section, to learn more about what happens after the records are marked for enrichment.

Manual data enrichment

Users with appropriate permissions can manually trigger enrichment for both Accounts and Prospects:

• From List View
  • Select one or more records from the Account or Prospect list view
  • Apply filters to target specific records
  • Click to Mark for Enrichment or Stop Enrichment

• From Record Detail View
  • Open an individual Account or Prospect
  • Use the enrichment controls to manually trigger or stop enrichment

Refer to How data enrichment works section, to learn more about what happens after the records are marked for enrichment. 

10-k summary 

Outreach provides AI-generated summaries of public company accounts, sourced directly from SEC 10-K filings.

Sales reps often spend countless hours researching their target accounts - digging through financial reports, press releases, and market news. For public companies, much of this information is locked in long 10-K filings filed annually with the SEC.

With this release, Outreach automatically extracts the most relevant insights from these filings and delivers them in a clear, digestible format directly within the Account Brief tile.

No more jumping between tabs or getting lost in 100-page documents.

What’s included in the Account Summary

Using a company’s stock ticker symbol, Outreach pulls the latest 10-K from the SEC database and surfaces insights like:

• Executive Summary: A high-level overview of the company’s recent performance and direction.
• Financial Health: Key indicators of stability and performance.
• Strategic Initiatives: Business goals and plans to watch.
• Business Challenges & Risks: Major threats or hurdles outlined by the company.
• Market Conditions: Broader economic or industry trends impacting the company.
• Recent Business Events: Important developments over the past year.
• Outlook: The company’s own forward-looking statements and analyst expectations.

Availability & Access

• The 10-K summary feature is available exclusively for Amplify customers with data enrichment enabled.
• It appears as part of the new Account Brief tile, added by default to Smart Account Plan layout
• Admins can easily add this tile to existing account plans by pulling it from Smart Account Plan tile library.