Objective
The purpose of this article is to clarify to Outreach customers, admins, and users the available set of Data Providers and Methods to enrich Accounts, Prospects, and Agent workflows. The select set of third-party providers has worked closely with us to help Outreach customers personalize engagement, prioritize outreach, and automate prospect discovery based on up-to-date data and business intelligence.
Applies To
Data Enrichment
Outreach Admins with access to configure enrichment providers, settings, and usage controls
Providers by type
| Type of Enrichment | Providers | Use case | Learn more |
| Smart Data Enrichment | ZoomInfo SalesIntel LeadIQ | Enrich third-party data for Accounts, Prospects, Signals, and Intent within Outreach. Customers can simply connect with their provider-supplied credentials, set up enrichment frequency, and use their trusted data to run sales plays. | Smart Data Enrichment |
| Data Lake based Enrichment | Snowflake | Enrich first-party and third-party data residing in Snowflake. The customer can connect the source data warehouse table (in Snowflake) to either Standard or Custom objects (in Outreach) to run triggers, tasks, and workflows. | Snowflake Enrichment |
Available data from each Data Enrichment provider
ZoomInfo
Account Data | Description |
| Competitors | Companies identified as rivals in the same market or industry. |
| Departments | Breakdown of the organization into functional departments, including size and structure. |
| Firmographics | Core company attributes such as industry, size, revenue, number of employees, and headquarters location. |
| Funding round | Investment history such as seed, Series A–E, amounts raised, dates, and investors. |
| Intent topic | Topics an account is actively researching online, indicating areas of interest or potential buying intent. |
| Tech stack | Information about technologies, software, and tools the company uses |
| Website Activity | Identifies key accounts visiting your website |
Prospect Data | Description |
| Education | Academic background, including degrees, fields of study, and institutions attended. |
| Employment | Work history, current role, and previous employers. |
| Demographics | Basic personal attributes such as age range, gender, or location (where legally compliant) |
| Email Addresses | Prospect Email Address |
| Phone Numbers | Prospect phone number. |
| Website Activity | Identifies key prospects visiting your website |
Signal | Description | Additional Attributes |
| Anomalous hiring | Abnormal hiring activity at the account, including by department. | Department |
| CXO change | Change in employment of C-level leaders. | — |
| Divestiture | Company announces the spinoff or sale of a division or asset. | — |
| Earnings | Summary of a public company’s earnings call revealing strategic direction and performance. | — |
| New Funding round | Outreach generated signal based on Account data (Funding round) | — |
| G2 visit | Visits to G2 or company product pages. | — |
| Intent competitor spike | Account is researching a competitor or competitive topic. | Strength (high/medium/low) |
| Intent spike | Account showing active intent on your topic clusters of interest. | Strength (high/medium/low) |
| Intent topic | Outreach generated signal based on Account data (Intent topic) | — |
| IPO offering | Initial public offering or public market launch. | — |
| Layoffs | Publicly announced layoffs or contraction. | — |
| Mergers & acquisitions | Mergers, acquisitions, or other consolidation of companies or assets. | — |
| New award | Recognition of a company, product, or employee in formal awards or industry rankings. | — |
| New deal won | Recently announced deal won by the account. | — |
| New partnership | New service, outsourcing, or other collaborative agreements. | — |
| New product launch | Announcement of a new product or service. | — |
| New technology | Changes to a company’s tech stack indicating new opportunities. | — |
| Pain points | Pain points reported on the account. | — |
| Podcast mentions | Account, prospect, or contact featured in a podcast. | — |
| Scoops | News scoops associated with the account. | — |
| Senior job postings | Open senior leadership roles at the company. | — |
| Web form complete | Form submission or abandonment detected. | — |
| Website visit | Outreach generated signal based on Account data (Website Activity) | — |
SalesIntel
Account Data | Description |
| Competitors | Companies identified as rivals in the same market or industry. |
| Departments | Breakdown of the organization into functional departments, including size and structure. |
| Firmographics | Core company attributes such as industry, size, revenue, number of employees, and headquarters location. |
| Funding round | Investment history such as seed, Series A–E, amounts raised, dates, and investors. |
| Intent Topic | Topics an account is actively researching online, indicating areas of interest or potential buying intent. |
| Leadership | Key executives and decision-makers, typically C-level and VP roles. |
| Tech stack | Information about technologies, software, and tools the company uses |
Prospect Data | Description |
| Employment | Work history, current role, and previous employers. |
| Demographics | Basic personal attributes such as age range, gender, or location (where legally compliant) |
| Email Addresses | Prospect Email Address |
| Phone Numbers | Prospect phone number. |
Signal | Description | Additional Attributes |
| Acquisition | Companies acquired by the account | — |
| Acquired | If company was acquired, including date and transaction details. | — |
| Funding round | Outreach generated signal based on Account data | — |
| IPO announcement | Initial public offering or public market launch. | — |
| Joined company | Publicly announced layoffs or contraction. | — |
LeadIQ
Account Data | Description |
| Firmographics | Core company attributes such as industry, size, revenue, number of employees, and headquarters location. |
Prospect Data | Description |
| Employment | Work history, current role, and previous employers. |
| Demographics | Basic personal attributes such as age range, gender, or location (where legally compliant) |
| Email Addresses | Prospect Email Address |
| Phone Numbers | Prospect phone number. |
Snowflake
All data pulled in from Snowflake is customizable, based on your specific needs (ie. product usage, sales performance, intent data)
We are actively onboarding additional enrichment providers and will continue adding new providers regularly to expand data coverage and meet evolving customer needs.
Additional Information
Can we use multiple enrichment providers at once?
Yes. Smart Data Enrichment Service (SDES) supports connecting and using multiple enrichment providers simultaneously. You can assign different providers to enrich each data category (e.g., SalesIntel for firmographics and ZoomInfo for contact data), providing maximum flexibility and coverage.
How is data enrichment triggered in Outreach?
Enrichment can be triggered in multiple ways:
- Manual enrichment by users (e.g., from a record detail page or a bulk action).
- Automated enrichment via AI Agents and workflows.
What happens when enriched data conflicts with existing data?
Admins can configure Field Update Rules for relevant data categories. Options include:
- Always overwrite — The field is always updated with the new value.
- Conditional overwrite — Only stores the new data if the field is empty.
- Do not update — The field is not updated.
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