Every lead complete before anyone picks up the phone
A name and an email address is not enough to sell to. This workflow fills in the rest automatically, from several sources in turn, checks what it found and keeps it current, so every record in the CRM is one a salesperson can act on.
- Kind
- Workflow
- Service
- Lead generation
- Tools
- 4 connected
- Lands in
- Your CRM
Leads arrive half empty, and someone fills the gaps by hand.
The problem. A form gives a name and an email. Then someone searches LinkedIn and the company's website to work out who it is, how big the business is and whether it's worth a call. It takes minutes a lead, it happens when someone remembers, and the CRM fills up with records nobody trusts.
The solution. We build an enrichment workflow behind every way a lead comes in. It asks one source, then the next when the first comes back empty, has AI research what the databases miss, checks the result and writes it to the CRM. A person only sees a lead once it's complete, and your privacy notice says plainly that you do it, as the ICO expects.
What we used
Enrichment works best as a waterfall: several sources tried in turn, each filling what the last one missed.
- ClayRuns the waterfall: asks one data provider after another until the field is found, paying only for what it finds.
- FreckleAn alternative to Clay that runs from a coding agent: enrichment across its data providers, research and job-change tracking.
- ClaudeReads the company's website and recent news, and writes a two-line summary a salesperson can use.
- CRMReceives the finished record, marks what was found and when, and asks for a refresh when it goes stale.
How a half-empty lead becomes a complete record
Follow one sign-up through the waterfall.
- 01Clay
Find the company
The email domain gives the company. Clay looks it up across its data providers and takes the first confident match.
CompanyWebsite - 02Clay
Fill the firmographics
Size, sector and location come from one provider, or the next if the first has nothing. Every field records where it came from.
EmployeesSectorHead office - 03ClayFreckle
Confirm the person
The role and seniority are matched to the person, and the email is checked before anything is sent to it.
RoleEmail - 04Claude
Research what databases miss
Claude reads the company's website and recent news and writes the context: what they do, what changed lately, why they might be looking now.
Context - 05CRM
Check, score and write it back
The record is checked against the rules for a good customer and scored. Anything uncertain is flagged for a person rather than guessed.
FitEnrichedLow confidenceFlagged for a quick human check
j.patel@kestrelfm.co.uk
Downloaded the buyer's guide
- Name
- Jas Patel
- Company
- Kestrel Facilities Management
- Website
- kestrelfm.co.uk
- Employees
- 120
- Sector
- Facilities management
- Head office
- Bristol
- Role
- Operations Director
- Verified
- Context
- Won two NHS estates contracts this year
- Fit
- Strong
- Enriched
- Today, 4 sources
Lands in the CRM complete, with the source of every field and a date to refresh it.
Why it matters
Published research behind the workflow, not results from one project. Each figure is numbered to its source below.
73%
of B2B buyers actively avoid suppliers who send irrelevant outreach ¹
50+
data providers Clay can ask in turn, paying only for what it finds ²