Introduction

Company enrichment adds useful firmographic and brand data to a record (e.g., lead, account, or signup) using a minimal input like a domain or email. For SaaS teams, this means faster routing, higher conversion, and cleaner reporting — without asking users for 10 extra form fields.

This guide explains what company enrichment is, which fields matter, how it works behind the scenes, common pitfalls, and a copy-paste implementation you can plug into your product or CRM workflow.

What is company enrichment?

Company enrichment is the process of attaching structured company data (name, logo, industry, size, social links, etc.) to an identifier you already have — typically a domain (acme.com) or an email domain (@acme.com).

TL;DR: Give a domain, get back normalized company data you can use for personalization, segmentation, scoring, routing, and analytics.

Why it matters (benefits)

Shorter forms, higher conversion: Ask for email only; enrich the rest server-side.
Instant routing & SLAs: Auto-assign leads by industry, headcount, or country.
Personalization: Show relevant plans or case studies using the company profile.
Cleaner data & reporting: Standardized names, domains, and industries reduce duplicates.
Sales focus: Reps spend less time researching and more time selling.

Common enrichment fields

Identity: name (canonical), domain, website, description/summary
Brand: logo URL, brand colors, favicon, OG image
Firmographics: industry/category, employee count range, revenue band
Location: HQ city/state/country, time zone
Social: LinkedIn, X/Twitter, YouTube, GitHub, Facebook
Tech signals (optional): notable frameworks or providers detected

How enrichment works (under the hood)

Normalize input: lowercase, strip protocol/www, handle punycode and redirects.
Resolve: link email domain to website domain where possible.
Fetch & parse: read public metadata (title, description, social tags), favicons, OG images.
Aggregate: combine signals into a structured response; attach confidence scores.
Cache & refresh: cache for speed; periodically refresh to follow rebrands.

Where to use enrichment (typical workflows)

Signup forms: On submit, enrich by domain and pre-fill account details.
CRM intake: When a lead/contact is created, enrich and auto-route.
Product-led growth: Gate advanced features for specific segments (e.g., headcount > 50).
Analytics: Roll up activation and revenue by industry or size.

Quick start with hellobrand.dev

Given a domain, the enrichment endpoint returns normalized company data you can safely store in your CRM or user table.

# Enrich by domain
curl -s '[https://api.hellobrand.dev/enrich?domain=acme.com](https://api.hellobrand.dev/enrich?domain=acme.com)' | jq

Node.js example (server)

import express from 'express';

const app = express();
app.use(express.json());

app.post('/lead', async (req, res) => {
  const { email, domain } = req.body;
  const companyDomain = domain || email?.split('@')[1];

  let enrichment = null;
  if (companyDomain) {
    const url = `https://api.hellobrand.dev/enrich?domain=${encodeURIComponent(companyDomain)}`;
    const r = await fetch(url);
    if (r.ok) enrichment = await r.json();
  }

  // Example: map a few safe fields
  const leadRecord = {
    email,
    domain: companyDomain,
    companyName: enrichment?.name,
    companyWebsite: enrichment?.website,
    industry: enrichment?.industry,
    employees: enrichment?.employees,
    logo: enrichment?.logo
  };

  // TODO: save to your DB/CRM and route based on rules
  return res.json({ ok: true, lead: leadRecord });
});

app.listen(3000, () => console.log('Running on :3000'));

Field mapping for CRMs

Enrichment field	HubSpot	Pipedrive	Notes
name	Company name	Organization name	Keep canonical; avoid ALL CAPS
domain	Website URL	Website	Store as root domain
industry	Industry	Industry	Use a controlled list
employees	Number of employees	Size	Use ranges, not exact
logo	Custom field	Custom field	CDN URL with caching
country	Country/Region	Address > Country	ISO code preferred

Quality tips & common pitfalls

Generic emails: @gmail.com won’t resolve to a company. Ask for a website field if B2B only.
Subsidiaries: A product subdomain may map to a parent brand. Use a confidence threshold and allow manual override.
Duplicates: Normalize domains (lowercase, strip www), and dedupe on domain + canonical name.
Rebrands: Cache aggressively but refresh on a schedule; let users trigger a re-enrich.
Internationalization: Handle punycode and non-Latin names; store both raw and canonical values.

Performance & caching

Edge cache: Put a CDN in front of your app; cache enrichment responses for 7–30 days.
ETags: Respect validation headers to avoid re-downloading unchanged data.
Batching: Enrich CSVs or backfills in batches with backoff; keep retries idempotent.

Privacy, consent & compliance

Collect the minimum data you need; document your sources and retention.
Honor user deletion requests by removing linked enrichment data.
Avoid storing sensitive attributes unless strictly necessary for your service.

Build vs buy

Buy when you need speed, coverage, caching, and uptime out of the box. Build if you have unique sources or strict internal constraints. Many teams start with an API, then add a thin normalization layer for custom rules.

Frequently asked questions

What input do I need to enrich?

Domain is ideal. If you only have an email, derive the domain from it when possible.

Is enrichment real-time?

Yes for recently cached domains; otherwise allow a brief delay for first-time fetches and cache the result.

How accurate is industry or employee count?

Treat them as directional. Use ranges and confidence scores; avoid hard gating on a single field.

Can I store the data in my CRM?

Yes. Map only the fields you will actually use for routing, personalization, or reporting.

Conclusion

Company enrichment turns a simple domain into actionable context your SaaS can use everywhere — from signup to success. Start with a clean normalization step, cache responses, and design for graceful fallbacks. You’ll shorten forms, enrich every record, and give your sales and product teams the context they need.

What Is Company Enrichment? A Practical Guide for SaaS & CRMs

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