Overview
Maintaining accurate and current data in your CRM is crucial for effective sales and marketing strategies. Lusha's CRM Data Enrichment feature ensures that your contact and company information remains fresh, enabling your team to capitalize on new business opportunities.
What is CRM Data Enrichment?
CRM Data Enrichment involves automatically updating your CRM records with the latest contact and company information. This process helps in transforming incomplete or outdated data into valuable insights, enhancing your outreach efforts.
💡 This feature is available for Lusha users with Salesforce as a CRM, on our legacy plans.
How it works
First, access CRM Data Enrichment by pressing Enrich > CRM Enrichment.
Before you start:
Connect Lusha with your Salesforce through the integrations page.
On Salesforce Field Mapping: Define and map new Lusha fields in your SF, such as emails and phone numbers.
Allow Lusha to override existing fields to ensure your leads, contacts, or accounts are updated with accurate data.
To learn more about Integrations and field mapping, press here.
CRM Data Enrichment Dashboard
You will be presented with the dashboard of CRM data enrichment which shows you 3 main elements:
Recommended Enrichments: Predefined templates to streamline your workflows.
Enrichment Summary: An overview of total enrichments, categorized by accounts, contacts, and leads.
Enrichment Table: A detailed view of current and past enrichment activities.
Creating a New Workflow
At this point, you can choose between an 'Enrich' workflow or an 'Update' workflow.
Update Workflow: Refresh existing leads or contacts with the latest information.
Enrich Workflow: Add new leads or contacts to your accounts based on specific criteria.
When setting up workflows, you can filter accounts, select data fields to enrich (email, phone, or both), and define export preferences, including frequency and credit limits.
Creating a New 'Update' Workflow
The Update Workflow allows you to refresh the details of existing records in your SF - leads, contacts, or accounts- with the most recent and accurate information from Lusha.
To set up an Update Workflow:
Select the Object Type: Choose whether you want to update Leads, Contacts, or Accounts.
Apply Filters: Refine your target records by setting filters based on your SF fields, like industry, job title, or geography.
You can also select from Salesforce reports or type report ID or, Select to Enrich all accounts.
3. Choose Data Fields: Pick which fields to update- emails, phone numbers, or both. This is a recommended stage.
💡 Note: On their first workflow creation, admins can enrich only Once, either enrich in CSV or to Salesforce. Subsequent workflows can be recurring. This is to encourage testing before automation.
4. Set Export Options: Define how often you'd like the workflow to run (Daily or weekly), and the number of credits you would like to use on each enrichment. This is optional.
That’s it! 🚀
Creating an 'Enrich' Workflow
The Enrich Workflow helps you discover and add net new contacts to your SF, aligned with accounts you already own. This is ideal for expanding your reach within existing customer organizations.
Steps to create an Enrich Workflow:
Choose Accounts: Select target accounts from your SF to enrich.
You can select the recent x accounts:
Or, by criteria for the contacts you want to add - such as job title, seniority level, department, location, etc.
You can also select from Salesforce reports or type report ID or, Select to Enrich all accounts.
For Salesforce Reports, Rules can be executed by object type, but only for Account, Contact, or Lead objects.
💡 Note: Reports with row grouping are not supported.
3. Filter according to your prospecting criteria (optional)
The next step is optional and offers the option to maximize your results by adding filters according to your prospecting criteria. The chosen filters will determine which criteria Lusha contacts must contain (i.e., job title, seniority, etc.) to be added to your SF.
💡Note: You must click the 'Enter' on the keyboard for every job title you add. If you use a comma to separate the job titles, you will be inserting one long job title and this will cause an error.
4. Set Export Settings:
Choose if you want to export as contacts or as leads
Choose if the original contacts will be saved or updated
Limit the number of new contacts per account
Type the maximum number of new contacts exported per account
Set the frequency
Set a credit limit per workflow (This is often recommended so that you minimize the chances of using more credits than you planned.)
To finish applying settings to the workflow, click Done.
At the bottom right corner, you can decide whether to Enrich in CSV (this can only be done when the frequency selected is 'once' -it's a test before ramping up) or Enrich my Salesforce.
That’s it! Now approve your workflow and let’s start enriching! 🚀
💡Note: You can view the workflow summary before clicking done on the right-side widget. Make sure the workflow is correct as it cannot be edited after you have clicked Done.
Enrich in CSV file
If you prefer to review enriched data before integrating it directly into your CRM, Lusha offers the option to enrich contacts through a CSV file. This method allows you to compare existing Salesforce values with Lusha's data, ensuring accuracy and relevance before any updates are made.
💡 Note: By enriching to Salesforce you won’t be charged again for objects that were already enriched in your CSV file.
Click on + New Enrichment, and it will take you to the Enrichment editor
Under the enrichment editor environment, you can target your audience by creating custom enrichment criteria (you can add as many as you like)
Or by creating rules based on Salesforce reports.
Under the Meet criteria element, choose the Enrich in CSV option
The enrichment process will begin after clicking Enrich.
In this tab, you will see how many credits you will be charged for this action.
In order to proceed, admins need to approve the storage of Salesforce data in Lusha's system by clicking Apply.
💡Note: The settings page allows you to disable data permissions at any time.
Next, your enrichment status will be displayed in a new window.
Status: Whether it’s active, paused, or completed.
Completed status: your enriched CSV file will be in your mailbox after the enrichment process has been completed
Type: Update or Enrich.
Last Run / Next Run: Dates for when the workflow was last executed and when it’s scheduled next.
Credits Used: Track how many credits were consumed.
It is now up to you to decide whether to keep using the enriched CSV file or enrich those contacts in Salesforce.
If you would like to continue with Auto-enriching the same contacts to your SF, click on the 3 dots and choose to Enrich my Salesforce from the dropdown menu.
In the enriched CSV file, you will find indications of new data, changed data points, and in some cases, missed enriched fields.
Here's an example of how the enriched CSV will look:
💡 Great! You are now refreshing your contact and company data with updated information.
Potential Enrichment
The Potential Enrichment feature allows you to preview how many of your CRM records can be enriched before running a workflow. This helps you understand the potential impact and credit usage, so you can prioritize the most valuable updates.
Where to find it:
On the Email you got after the enrichment was completed, you’ll see a "Potential Enrichment" column.
It appears next to each eligible object type (Leads, Contacts, Accounts).
💡Note: If you choose to enrich emails or phones, there won’t be any potential enrichment since you cover all the options.
Example: If you scanned 50 rows and chose to enrich emails only (i.e. results must include an email). Lusha found 40 contacts with an email but also found 5 contacts with only a phone number. In this case, there is a potential enrichment of 5 contacts.
If you have reached your credit cap or your credit limit, you will receive a list of potential objects with hidden data (in the CSV file) you could have enriched without the limit, so you will never miss out on any potential candidate contact details.
If you have any questions on the above feel free to reach out the support team via live chat from the Lusha website, your Lusha Dashboard, or via email- support@lusha.com.