TL;DR: Enrichment = filling missing contact channels on a record. The waterfall runs multiple providers in order, stops at the first one that returns a usable contact.
What gets enriched
Four contact channels:
- Work email — primary B2B outbound channel
- Personal email — fallback or specific motions
- Phone — direct dial for SDR motions with calling
- Social handles — for connection requests and InMail
Plus enrichment of supporting fields:
- Job title (current)
- Past titles (history)
- Seniority + function
- Geography (country, city, state)
- Years of experience
- Profile keywords (extracted from public profiles)
The waterfall
Each channel has its own waterfall — an ordered sequence of providers tried in turn:
Channel: work_email
Providers (in order):
1. Provider A (cost: 1 credit)
2. Provider B (cost: 2 credits)
3. Provider C (cost: 1 credit)
4. Provider D (cost: 3 credits)
For a given record:
- Provider A is queried. If it returns a usable work email, stop. Cost: 1 credit.
- If Provider A returns nothing, Provider B is queried. If it returns one, stop. Cost: 1 + 2 = 3 credits.
- Continue through Provider D. If none return a usable contact, the channel stays unenriched.
The waterfall is per-channel — work_email and personal_email have separate provider orders. Phone and social handles each have their own.
Why a waterfall, not one provider
Different providers have different coverage by:
- Region — Provider X is strong in NA, weak in EMEA
- Function — Provider Y is strong in engineering titles, weak in sales
- Seniority — Provider Z is strong on VPs, weak on ICs
- Company size — some providers shine for enterprise, others for SMB
A single provider misses 30–60% of records. A waterfall of 3–4 providers covers 80–90% of the addressable population.
What enrichment isn't
- Not a CRM sync. Enrichment fills missing fields on Unstuck Engine's records, not on your downstream CRM. Destination sync (per audience) is a separate step.
- Not a guarantee. Some leads simply can't be enriched — they have no public LinkedIn, the company is too small for B2B contact databases, the email is so personal it's unlikely to be discoverable.
- Not free. Every enriched channel costs credits. The cost varies per provider.
When enrichment runs
Three triggers:
- On qualification (autopilot) — when a record qualifies for any ICP, enrichment runs automatically against the channels configured in the workspace defaults.
- On audience entry — when a record joins an audience, enrichment runs against the channels enabled in the audience's enrichment scope (even if it differs from workspace defaults).
- On demand —
Enrichbutton on the lead detail page, or a manual run from the Waterfalls page.