Research

Research enrichments answer questions the standard B2B datasets cannot. Not “how many employees does this company have” — firmographics already cover that — but “what do they charge”, “who are their customers”, “what are they advertising right now”.

They read public sources directly: a pricing page, an ad library, a YouTube channel, a Yelp listing. Like every enrichment, each one is an Action column that reads an existing column and writes its own.

When to reach for one

Company and person enrichment give you attributes. Research gives you evidence — the specifics you quote back in a first line, or the detail that decides whether an account is worth working at all.

Two of these do double duty as competitive research. Pricing plans and B2B customers work as well on a competitor as on a prospect.

Every research enrichment

Chaining the YouTube actions

The four YouTube actions are a pipeline, not four alternatives. Each one feeds the next.

1. Find videos — by channel if you know whose content you want, by query if you are researching a topic
2. Find video URLs — collect the URLs from a channel or playlist
3. Find transcript — turn one video URL into full text

The transcript is the useful part. A recorded webinar or conference talk is where someone says what they actually care about, in their own words, which is stronger personalization material than anything in a firmographic record.

Keep research cheap

Research actions cost the same as most other enrichments, but they are the wrong thing to run across a whole table. They are qualification and personalization steps, not list-building steps.

1. Build and filter the list with company enrichment first
2. Add a signal so you are only researching accounts with a reason to talk now
3. Run research on what is left — the shortlist you are going to write to by hand

Use Auto Run trigger columns so each step fires only on rows the previous step filled.

Where to go next