Data enrichment services
LeadScale Services adds missing information to lead and contact records as part of the processing run for your programme. We work with business and consumer audiences: the fields added are agreed for the records you need, and the completed records are returned to the systems your team already uses.
LeadScale enriches lead and contact records as part of a processing programme run on the LeadScale Engine™. The record is checked first, then the fields agreed for the programme are added and normalised. The completed record is delivered to your CRM or marketing automation platform by the agreed route.
Checked first, then completed
Enrichment starts with the information already on the record.
Before anything is added, the contact data is checked against the requirements for the work. Those checks can cover the name and email address, phone number and postal address. Lead-generation records receive the four quality checks; other data-enrichment work uses the operations appropriate to the supplied records.
That order matters because adding more information does not correct a value that was wrong to begin with. The existing data is checked first, then the record is completed with the additional fields the programme requires.
There are two different kinds of checking involved. Format validation checks the pattern or format of a value. Verification checks the value against a third-party service to establish whether it is correct and true.
Our lead validation page explains the checks in more detail, including what happens when a record fails a required check.
Once the agreed checks have run, the enrichment work begins. The fields specified for the programme are appended and the record can be normalised before delivery.
What information does your programme need?
The fields needed for a consumer programme may differ from those needed for business contacts. We agree the information to add for the work being done.
For B2B programmes, examples include:
- a LinkedIn profile;
- other profile information;
- an email address;
- a phone number;
- a company profile;
- firmographic information.
The point is not to add a fixed package of fields to every record. The fields used for your programme are configured around what you need the completed record to contain.
The Engine can also normalise, classify and score records as part of the wider processing flow. Those are separate processing jobs rather than additional data fields.
The enrichment section of our capabilities page describes the processing capabilities behind this service.
What comes back, and how it arrives
What comes back is the record you supplied or captured, with its existing contact data checked and the agreed fields added.
Where the programme includes normalisation, values can also be put into a consistent form before delivery.
Records can move into and out of the Engine by file transfer or upload, through an API, or through a configured integration. The completed record can be returned to your CRM, marketing automation platform or another agreed destination.
LeadScale's technical team handles the work needed to fit the Engine into the workflow and systems you already use. Our technical data services page explains the connection work and how responsibilities are agreed with your team.
LeadScale Services operates the processing programme. Enrichment is one step inside that programme rather than a separate database of records supplied to you.
What happens to your data
For records captured through a LeadScale programme, the record is created with information showing where it came from, including its source label, timestamp, lineage and consent audit trail.
The agreed processing runs before the completed record is delivered into your systems. Our consent and provenance page explains what is recorded about a record’s origin and processing history.
Frequently asked questions
What are data enrichment services?
Data enrichment adds information that is missing from an existing lead or contact record. With LeadScale, enrichment runs as part of the processing of that record before the completed version is delivered into your systems.
Do you sell us a database of enriched contacts?
This service works on records being processed for your programme. LeadScale adds the fields agreed for that programme and returns the completed records to your systems. It is not a database that you license.
What information can you add to a record?
The fields depend on the programme and the records being processed. B2B examples include LinkedIn and other profile information, email and phone details, company information and firmographic fields. For a consumer programme, we agree the relevant fields with you; the business-data examples are not a fixed package applied to every record. Contact and account profiles draw on LinkedIn, data partners and AI models (Google Gemini, OpenAI ChatGPT and Anthropic Claude), with AI summaries and draft messages built on data we have already checked.
How do enriched records get back into our CRM?
They can be delivered by file transfer or upload, API, or a configured integration with the system you use. LeadScale's technical team handles the connection work where required.
Is this software our team operates?
LeadScale Services runs the processing programme on the LeadScale Engine. Your team receives the completed records in the systems agreed for the programme. Every client also gets a login to LeadScale Engine to see the programme as it runs, including teams that license it.
Who sets up the programme?
LeadScale's technical team runs the onboarding work and agrees how the Engine fits into your existing workflow. The processing and enrichment requirements are then configured for the programme.
What is the difference between validation and verification?
Format validation checks the pattern or format of a value. Verification checks the value against a third-party service to establish whether it is correct and true.