Smart Data Enrichment in Outreach

Objective

The purpose of this article is to provide guidance to Outreach Admins in setting up and configuring Smart Data Enrichment. The Smart Data Enrichment feature enables Outreach to connect with approved third-party providers and enhance account and prospect records with high-quality firmographic and demographic data. This helps teams personalize engagement, prioritize outreach, and automate prospect discovery based on up-to-date business intelligence.

Applies To

•  Data Enrichment

• Outreach Admins with access to configure enrichment providers, settings, and usage controls

Pre-requisites

• This feature is included as part of Revenue Agent.

• Admin permissions: Ensure you have access to add/modify enrichment settings.

• Data provider access: You must have an active contract or API access for the data providers from which you wish to enrich the data.

• Note that only Outreach-approved providers built via the extensibility framework are surfaced in the admin UI.

Overview

With Smart Data Enrichment, Admins can connect providers, define enrichment logic, and manage how data is updated, ensuring your team works with accurate and actionable records.

1. Connecting a Provider

1. Navigate to Administration > Integrations > Data Enrichment > Connect Provider.

2. Select your preferred provider from the list.

3. Authenticate using:

   • API Key: Paste and store your API key securely

   • OAuth: Complete the OAuth authorization flow

4. Outreach will confirm connection status upon successful authentication

Only providers that are compliant with Outreach’s OPDP protocol and approved through the Developer Portal will appear in this list.

2. Configuring Enrichment Settings

2.1 Assign Providers to Data Categories

Admins can assign specific providers to individual data categories (e.g., firmographics, leadership).

Steps:

1. Go to Administration > Integrations > Data Enrichment > Enrichment Settings.

2. Select Account or Prospect.

3. Use the 3-dot menu next to a category or the Configure button to assign a provider.

2.2 Assign Cascading Multiple Providers to Data Categories

Admins with access to multiple data providers can assign individual data categories to the providers of their choice. In addition, they can define the cascading order of enrichment by ranking them in order. 

Steps for applying cascading rules to each data category:

1. Go to Administration > Integrations > Data Enrichment > Enrichment Settings

2. Select Account or Prospect

3. Use the 3-dot menu next to a category and Choose provider

4. Select the providers to use for that category

5. Order the providers using the drag-and-drop interface

6. Confirm the choice by clicking on Save

   

Note:  The cascading order switches to the next provider in order if there are no matches or if there are errors in communicating with the attempted provider.

2.3 Assign Providers for Net-New Records (Identify)

Used for sourcing brand-new prospects via filters like industry or geography.

Steps:

1. Go to Administration > Integrations > Data Enrichment > Enrichment Settings > Prospect.

2. Click on the three dots beside New record sourcing, then select Choose provider
3. Select your preferred provider and click Add data provider

2.4 Field Update Rules

Define how enriched data updates existing fields:

• Always overwrite

• Only if blank or previously enriched

• Do not update

2.5 Enablement & Usage Controls

Control when and how enrichment is applied:

• Global enablement: Toggle enrichment on or off per object type (Accounts, Prospects)

• Enrichment pace: Set the maximum records enriched per day

• Enrichment frequency: Choose refresh intervals (daily, weekly, monthly, never)

1. Go to Administration  > Integrations > Data Enrichment

2. Select Prospect or Account

3. Click the gear icon next to Enrichment configuration

4. Configure settings in the modal dialogue