How enrichment works
Enrichment is how you fill in missing details about leads and accounts you already have — email, phone, LinkedIn URL, company size, tech stack, funding, job title, and more.
It does not create rows. Import actions and web scrapers bring rows in. Enrichment adds columns to those rows.
Enrichment is an Action column
Every enrichment in Sync GTM is an Action. You add an action to a table, it creates its own column, and each cell in that column is one enrichment run for one row.
- Add the action and pick what it should return (work email, mobile number, company revenue, and so on)
- Point its inputs at existing columns using dynamic variables — type
/to insert one - Test a single row with the play button
- Run the whole column from the ▶️ in the column header
Because inputs come from other columns, enrichments chain. A LinkedIn URL found in one column becomes the input for the email lookup in the next.
Waterfall enrichment
Most enrichments do not call one provider. They call several in sequence.
Sync GTM tries the first provider. If it returns nothing, it tries the next, and the next, until one returns a result — then it stops. Behind a single “find work email” action there may be six or seven providers (Datagma, LeadMagic, RocketReach, Findymail, and others).
Two things follow from this:
- Higher hit rate. No single provider covers everyone. Running them in sequence catches the rows any one of them would have missed.
- You are charged once, not once per provider. The credit cost shown on the action is the cost of a successful run, regardless of how many providers were tried to get there.
Controlling credit spend
Enrichments do not all cost the same. Verifying an email is a fraction of a credit. A personal mobile number is an order of magnitude more.
| Order | Example enrichment | Relative cost |
|---|---|---|
| 1 | Verify an email you already have | Cheapest |
| 2 | Find a work email from a LinkedIn URL | Low |
| 3 | Find a personal email | Medium |
| 4 | Find a personal mobile number | Highest |
Sequence cheap → expensive and use Auto Run trigger columns so each expensive step only fires on rows that survived the cheap one. Qualify first, verify next, then buy the expensive identifier for the rows that are left.
The exact cost of every action is shown in the action setup before you run it, and you are never charged for an action you have not run. If you connect your own API keys, that action uses no Sync GTM credits at all. See Credits for balances, billing, and FAQs.
What an empty result means
An empty cell means no provider in the waterfall had that data point for that row. It does not mean the data does not exist.
Common causes:
- Weak input. A misspelled name or a missing LinkedIn URL will fail across every provider. Enrich the input first, then retry.
- Thin coverage. Personal mobiles and personal emails have lower coverage than work emails everywhere.
- Genuinely unavailable. Some people are not in any commercial dataset.
Re-running the same row with the same input will usually return the same empty result. Change the input, or try a different action, instead of re-running.
What you can enrich
Enrichments are grouped by what you are enriching, not by which provider answers.
- Person Enrichment — email, phone, mobile, verification, LinkedIn URL, full profile, and recent activity for a person you already have
- Company Enrichment — firmographics, tech stack, traffic, headcount, hiring, and product launches for an account
- Signals — timed events worth acting on: funding, hiring, headcount swings, job changes, promotions, and post activity
- Research — evidence from outside the standard datasets: pricing pages, customer lists, ad libraries, YouTube, and Yelp
Find the enrichment you need
Every enrichment has its own page listing its inputs, its outputs, and its exact credit cost. The four pages above each carry the full list for their group.