How to use Enriched Data in the Personalization Agent

Objective

This article is intended to help Outreach Admins and Users understand how to use Enriched Data in the Personalization Agent.

While enriched fields (like Tech Stack) are not currently supported in standard triggers, CRM sync, or template variables, they can be leveraged effectively within the Personalization Agent.

Applies To

• Outreach Users

Before you begin

• Ensure you have access to the Personalization Agent settings.
• Confirm your enrichment provider is actively populating enriched fields on your Accounts/Prospects.
• Understand that enriched fields cannot be used as traditional template variables (e.g., {{prospect.tech_stack}} will not render enriched data).

Procedure

1. Update Buyer Data Sources

The agent needs permission to "see" the enriched fields.

• Navigate to your Agent settings.
• Add Tech Stack (and any other relevant enriched fields) to the Buyer Data Sources priority list.
• Ensure these fields are ranked high enough for the agent to prioritize them during analysis.

2. Write Clear Gen AI Instructions

You must explicitly tell the agent how to interpret the data.

• Example Prompt: "Review the prospect's Tech Stack. If they use [Competitor Product], highlight how Outreach integrates with it to solve [Pain Point]. If they use [Complementary Product], mention how we enhance their existing workflow."
• Be specific about the tone and where in the email the conclusion should appear.

3. Verify Data Population

If you are using an enrichment provider like ZoomInfo, verify that the data is actually present:

• Check a sample of your Accounts/Prospects to ensure the Tech Stack field is being populated.
• The agent cannot draw conclusions from empty fields.

4. Test and Iterate

• Use the Generate Preview feature within the Personalization Agent to see how the instructions translate into real emails.
• Adjust your Gen AI prompt based on the results until the output matches your desired strategy.

Additional Information 

Key Limitations to Remember

• No Variable Support: You cannot use {{prospect.tech_stack}} in a template and expect it to render enriched data.
• No Workflow Support: Enriched fields cannot currently trigger automated sequences or sync back to your CRM via standard Outreach sync rules. 

Create and Use Personalization Agents in Outreach

Data Enrichment Overview

Data Enrichment Providers in Outreach