Overview
CRM enrichment allows you to keep your existing company and contact records in your CRM up to date with the latest data from Leadfeeder.
Once a company or contact is connected to your CRM, Leadfeeder continuously compares the mapped fields between the two systems. When differences are detected, the record becomes available for enrichment, allowing you to update your CRM data either manually or automatically, depending on your setup.
This helps teams maintain accurate CRM data at scale without relying on manual updates or one-by-one enrichment.
Requirements
CRM enrichment is available when:
Your CRM is connected to Leadfeeder
A company or contact is already connected with the respective CRM record.
CRM field mappings are configured to allow enriching existing records to the CRM.
If a record is not yet connected, enrichment will not be available until the connection is established.
How CRM Enrichment Works
CRM enrichment works by comparing the values of mapped fields between Leadfeeder and your CRM.
If one or more mapped fields have different values, the record is marked as Available for enrichment. This status indicates that updated data can be pushed to your CRM based on your enrichment configuration.
Enrichment respects your CRM field mapping rules, including how each field is allowed to be updated. Only fields configured for enrichment are considered.
Enrichment Modes
Leadfeeder supports two enrichment modes:
On-Demand Enrichment
You can manually trigger enrichment for:
A single company or contact
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Enrichment via connection status tooltip | Enrichment via CRM actions options |
Multiple companies or contacts selected from a list
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Select multiple companies / contacts and execute CRM actions | Enrichment as part of bulk execution of companies / contacts to the CRM. |
When enrichment is triggered, Leadfeeder updates only the fields that are configured for enrichment in your CRM field mappings. Updated values are pushed to your CRM shortly after the enrichment starts.
Automatic Enrichment from Lists
You can also keep CRM records automatically enriched by enabling Auto-Enrich CRM records from the List settings.
List Settings - Auto-enrichment option
When this option is enabled:
Leadfeeder periodically checks all records in the list
Any record marked as Available for enrichment is updated automatically
Only eligible fields are enriched, based on your field mapping configuration
Auto-enrichment runs on a fixed interval and updates only records that require enrichment, helping keep CRM data consistent without manual effort
Controlling What Gets Enriched
CRM enrichment follows the rules defined in your CRM Field Mappings.
Field Mappings - Data enrichment options
For each outgoing field mapping, you can decide which connected records become eligible for enrichment. They do not change your CRM on their own. Eligible records are enriched only when you do it manually, or automatically if you have enabled auto-enrichment in List settings.
Ignore updates: leaves the field out of the check, so it never flags a record.
Only if empty: flags a record when the field is blank in your CRM.
Always overwrite: flags it when the value in CRM differs from Leadfeeder.
Enrichment Status Visibility
To help you understand which records need attention, Leadfeeder assigns an enrichment status - Available for enrichment:
CRM status icon along with the tooltip
These statuses are recalculated automatically whenever relevant data or configuration changes occur and do not consume credits.
Dedicated system lists are also available to help you quickly identify companies and contacts that have available enrichment.
Credit Consumption
CRM enrichment only uses credits when Leadfeeder needs to retrieve fresh data for a company or contact that your account does not already have active access to.
When a company or contact record is accessed, your account can reuse that same record for 12 months without spending another credit. This 12-month access applies to the specific company or contact record and is separate from your Leadfeeder contract or billing subscription.
Access to a record can begin in the following ways:
A company visits your website and is identified in Web Visitors
A company record is exported or enriched
A contact record is exported or enriched
If the same company or contact is enriched again within the 12-month access period, no additional credits are used. Once the 12-month period has expired, Leadfeeder may need to retrieve fresh data again. If the company or contact is exported or enriched after that, a new credit may be used and a new 12-month access period begins.
No credits are used when enrichment status is recalculated.
No additional credits are used when enriching records your account already has active access to.
Credits are used only when fresh data is retrieved for a company or contact that is not currently covered by active access.
Auto-enrichment follows the same credit rules as manual enrichment.
Known Limitations
Companies connected to a CRM Lead are not supported: If a company in Leadfeeder is connected to a Lead record in your CRM, that company is not eligible for enrichment. The record will not be flagged as available for enrichment, and no fields are pushed to the Lead. Contacts connected to a CRM Lead are not affected and enrich as normal.