To get more value out of your business development initiatives, put CRM data enrichment at the top of your list. Not only will this save your team time and boost results, but it will also help you keep a competitive edge. 75% of organizations plan to adopt real-time data enrichment to enhance decision-making and remain competitively agile, according to research by SuperAGI. By enhancing your CRM with verified wealth, executive, company, and network insights, you can improve CRM data quality and maintain strong CRM data hygiene.
For companies competing in B2B, technology, luxury, consulting, and legal sectors, advanced data enrichment solutions, including APIs, data feeds, and integrations with platforms like Salesforce, can help you prioritize high-value opportunities, segment effectively, and personalize outreach at scale.
What is CRM data enrichment?
CRM data enrichment is the process of enhancing the records in your CRM with additional, relevant, and verified information. This can include contact details, firmographics, behavioral data, or deeper insights like wealth, company affiliations, and professional networks.
When done right, enrichment improves CRM data quality and CRM data hygiene, eliminating outdated records, filling in missing fields, and ensuring your teams can trust the information they use to guide client engagement and outreach.
Why CRM data enrichment matters
Enriching CRM data means layering in intelligence that goes beyond basic contact information. It enables you to get a 360-degree view of clients and prospects: who they are, how they’re connected, and what motivates them.
The benefits of CRM enrichment extend across several dimensions:
1. CRM data quality and hygiene
CRMs are prone to duplicates, incomplete records, and outdated contacts. Enrichment improves data hygiene by standardizing formats, filling in missing fields, and deduplicating records. This ensures teams spend less time cleaning data and more time engaging with clients.
2. Personalization and relevance
Generic outreach rarely resonates. With enriched data, teams can personalize communications with insights into executive interests, passions, affiliations, and career histories. This makes outreach more authentic, building trust from the first interaction.
3. Prospecting and qualification
Finding the right leads is often the hardest part of business development. Enriched data allows firms to apply individualized qualification criteria, identify potential obstacles early, and uncover previously unknown prospects who meet key success factors.
4. Relationship building
Strong business development is about more than transactions. It’s about relationships. Enrichment helps firms understand who knows whom, how influence flows, and where referral opportunities lie. This allows teams to cultivate connections strategically rather than relying on chance introductions.
Ultimately, CRM enrichment transforms raw data into a powerful tool for engagement. It’s the difference between having a phone book and having a strategic intelligence platform.
Beyond basic contact info: get more value out of data
Many data enrichment solutions stop at providing basic contact and company details. While this is useful, it often isn’t enough to fuel high-impact business development strategies.
Consider taking advantage of Altrata’s data enrichment solutions, known for the depth and breadth of verified data that you can’t find anywhere else.
- Wealth intelligence: Net worth estimates, liquidity indicators, and source of wealth — key for sectors including but not limited to luxury and legal where client capacity matters
- Executive insights: Career history, board memberships, and professional achievements for more informed engagement
- Company intelligence: Private and public company profiles to understand market positioning and potential influence
- Relationship mapping: Visualizing networks to uncover indirect paths to decision-makers
Under the hood of the Altrata API
When integrated into your CRM, the Altrata API delivers more than just updated contact details. It fundamentally expands, deepens, and refines the intelligence available to your business development teams.
| Expanded pool of relevant professionals | 183% increase in the size of our executive universe |
| Better visibility into relevant organizations | 91% increase in the number of organizations with more than three people |
| Deeper historical view | Over 31M roles in Altrata individual profiles, providing far more connections and data enrichment opportunities |
| Single source of quality data | Displays market capitalization on every global public company, providing additional organization attributes |
| Broader C-suite insights | 93% increase in the number of people with a current C-Suite position |
This level of insight not only improves CRM data hygiene, but also fuels richer client engagement strategies, better segmentation, and more effective prioritization.
Understanding the Altrata Matching API and Profile API
The Matching API is designed to help organizations match thousands of contacts efficiently with:
- High-performing matching engine that accurately aligns your contacts with verified Altrata profiles
- Categorized results for easy analysis and seamless CRM integration
- Prioritization tools based on match confidence, so your team can focus on the best opportunities first
- Direct integration into your existing solutions for a streamlined workflow
- Opportunity discovery in a single API call, giving you immediate visibility into potential new prospects
The Profile API provides direct access to Altrata’s extensive database of executives and organizations, allowing you to enrich your contact lists with precision through features such as:
- Tailored search criteria to find exactly the right people and organizations
- Fast response times (within seconds!) for critical decision-making
- Granular data point selection so you can pull only the information you need
- Comprehensive profiles with career histories, affiliations, and other key details
- Opportunity identification through deeper insights into professional backgrounds and networks
Together, these APIs ensure CRM data enrichment is more accurate and strategic to support smarter targeting, faster execution, and more personalized engagement.
Deep dive into the Salesforce advantage
For many organizations, Salesforce is the command center for all customer-related activity — from contact management to opportunity tracking, to personalized outreach. But as powerful as Salesforce is, its ultimate potential emerges when enriched with high-quality, dynamic intelligence. How? With the Altrata Salesforce App.
Enrich Salesforce records with verified intelligence
The Altrata Salesforce App transforms Salesforce from a static CRM into an actionable intelligence hub, seamlessly pushing verified data on professionals and organizations directly into your Salesforce records.
Key capabilities of the Altrata Salesforce App include:
- Automated record matching and enrichment, reducing manual workload and improving data consistency
- Job-change alerts when discrepancies between Salesforce and Altrata data are detected, helping you keep records current
- Ability to enhance fields with career history, board roles, education, and organizational details to build richer profiles for leads, contacts, and accounts
Efficient matching
The App supports multiple matching methods to ensure both breadth and accuracy:
- Automated bulk matching: Matches records in bulk upon setup and on a weekly cycle, continuously updating Salesforce with verified Altrata data
- Auto-match for new entries: New or updated Salesforce records are matched in real time, making enrichment responsive and operational
- Manual matching: Where confidence is low, professionals can manually review and confirm match suggestions, ensuring accuracy through user oversight
Customizable data controls and governance
Salesforce admins can precisely manage how enriched data interacts with existing CRM information:
- Configure field-level controls to override existing data or only populate empty fields, based on business rules
- Define component visibility to control which users (e.g., RevOps, marketers) can access the “Link to Altrata” feature using Salesforce’s permission model
- Leverage configurable match thresholds to calibrate automation with accuracy, automating what makes sense, and flagging what needs human review
Custom reporting and insights native to Salesforce
Once enriched, your Salesforce data becomes an insights engine leveraged by your native tools:
- Build custom reports using Altrata fields, such as match scores, company roles, or board affiliations, to identify patterns, trending opportunities, or misuse of data
- Run targeted reports for specific segments, such as high-wealth contacts in private equity, and automate delivery to keep teams aligned and informed
Using Altrata with Salesforce at a glance
| Feature | Benefit |
| Automated matching and enrichment | Less manual work, more complete and accurate CRM data |
| Job change alerts | Reduces contact decay by signaling when roles change |
| Field-level controls | Aligns enrichment with your data governance and workflows |
| Component permissions | Ensures right access to right teams in a secure and compliant manner |
| Native reporting | Turns enriched data into actionable insights, seamlessly |
| Demonstrated ROI | Real-world impact across fundraising, M&A, talent acquisition |
How to integrate CRM data enrichment seamlessly
To make the most of enrichment, your CRM should update automatically and reliably. Pull comprehensive, verified insights directly into CRM records. Maintain CRM data hygiene through automated updates. Ensure enrichment happens continuously, not just during periodic list cleaning.
To put things in perspective, here’s how manual updates compare to automated enrichment:
| Business Need | With Manual Updates | Using API-Based Enrichment |
| Speed | Slow, human-dependent | Instant, automated |
| Accuracy | Inconsistent | Verified, real-time |
| Scalability | Limited | Enterprise-wide |
| Cost | High (labor) | Lower (automation) |
CRM data enrichment process
Want to see how data enrichment works?
Step 1. Raw Data Entry: Basic client/prospect info is collected
Step 2. Data Cleansing: Duplicates, outdated records, and inaccuracies are removed
Step 3. External Enrichment: APIs supply additional data points:
- Wealth insights
- Executive roles and career history
- Org attributes (market cap, sector, ownership)
- Networks and relationships
Step 4. Integration: Enriched data flows back into CRM, analytics dashboards, or workflow tools
Step 5. Intelligence Layer: Insights categorized and scored for:
- Lead qualification
- Opportunity identification
- Relationship mapping
Step 6. Action & Engagement: Sales/BD/marketing teams use enriched insights for:
- Personalized outreach
- Stronger client conversations
- Targeted campaigns
Step 7. Continuous Updates: Automated feeds refresh data daily/weekly, preventing decay
The impact of B2B CRM data enrichment
For B2B organizations, the impact of high-quality enrichment is measurable:
- Increased win rates from better-qualified opportunities
- Higher engagement thanks to tailored outreach
- Improved account penetration through network intelligence
By pairing B2B CRM data enrichment with advanced segmentation and personalization, organizations can maximize the ROI of their business development resources.
Future trends in CRM data enrichment
As CRM systems evolve from static repositories into dynamic intelligence engines, several transformative trends are poised to redefine how business development teams engage with clients and prospects.
1. Predictive enrichment and AI integration
Enrichment is moving beyond filling data gaps—today, AI-driven models are beginning to anticipate what data is needed next. Research by SuperAGI tells us that by 2025, 85% of enterprises plan to integrate predictive analytics into their decision-making processes. AI and machine learning analyze behavioral patterns, career trajectories, and firmographic signals to surface the most relevant data at the most strategic times. This shift enables hyper-personalized outreach and proactive segmentation—moving from reactive updates to forward-looking CRM systems built to anticipate needs and actions.
2. Market expansion and real-time enrichment
The data enrichment market is expanding rapidly. By 2029, analysts predict the market will reach USD 4.65 billion. This growth is being driven by demand for real-time data integration.
3. Hyper-personalization through AI-driven CRM tools
Modern CRM platforms increasingly embed AI, supporting features such as predictive lead scoring, automated segmentation, sentiment analysis, and smart outreach. TechRadar recently shared seven key AI-powered capabilities now transforming CRMs, including lead scoring and workflow recommendations. These tools enable teams to zero in on high-value opportunities and tailor messages with unprecedented accuracy.
4. Ethical enrichment and compliance
As data becomes richer and more powerful, ethical concerns and privacy regulations remain central. AI models must be trained and deployed with transparency, fairness, and compliance in mind to avoid biases and reinforce trust. Frameworks such as GDPR and CCPA continue to influence how enrichment systems are built and managed. Leaders in data enrichment are embracing “privacy-first” solutions to balance personalization carefully to maintain both regulatory compliance and client trust.
Do more than set trends — get ahead of them
These trends emphasize a trajectory: the future of CRM will go beyond enrichment to become an intelligent, predictive, timely, and ethically enhanced information powerhouse.
By combining verified datasets, seamless integrations, and powerful APIs, you can move from static contact management to dynamic relationship development. You can qualify leads more efficiently, build deeper client connections, and pursue opportunities with precision.
The organizations that embrace enrichment now will be better positioned to thrive in an increasingly competitive and data-driven world.
Bonus! Checklist to ensure effective CRM data enrichment
Use this checklist to evaluate whether your CRM enrichment process is set up for long-term success:
- Data accuracy – Are records verified against reliable third-party sources (e.g., wealth, executive, and organizational datasets)?
- Coverage – Does your dataset include the most relevant executives, organizations, and networks for your business goals?
- Freshness – Are updates automated, with weekly or daily refreshes to reduce data decay?
- Integration – Can enriched data flow seamlessly into your CRM, analytics tools, and workflows?
- Actionability – Are insights presented in a way that enables prioritization (e.g., match confidence scoring, lead qualification)?
- Compliance and security – Does your enrichment partner comply with data protection standards and secure APIs?
- Scalability – Can your enrichment processes handle large volumes of records as your organization grows?
- ROI Tracking – Are you measuring the business impact of data enrichment (conversion rates, deal size, retention)?