Waterfall Enrichment Architecture
2025Objective
Account enrichment was limited — partial ZoomInfo coverage, applied only to new inbound leads, and not fully automated. This project extended enrichment to every new account created in the CRM for any reason, processing around 2,500 accounts per week automatically, within hours of creation.
About the build
When a new account is created, RingLead detects it within hours and kicks off the waterfall. Each provider is called in sequence — if the previous one returns partial data or fails, the next one picks up. Clay is triggered via a Salesforce field update and runs its own internal waterfall, first searching its native database, then falling back to a custom sequence of data providers.
How it flows
New Account Created in CRM
↓
RingLead detects within hours
↓
ZoomInfo via RingLead
partial or fail → next step
↓
Apollo via RingLead
partial or fail → next step
↓
Clay triggered via Salesforce field update
↓
Clay native database
↓
Clay provider waterfall — gaps remaining
Lusha
People Data Labs
Clearbit
Crunchbase
Key outcomes
~100
fields covered across main CRM objects, up from ~30
~2,500
accounts enriched per week, automatically
3
downstream processes unblocked: lead scoring, routing, and reporting
0
manual enrichment gaps for non-inbound accounts