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An enrichment waterfall in Default is an ordered list of up to 5 data providers that Default uses to fill in person and company fields, such as a lead’s title or a company’s employee count. When a provider has no answer, the next provider in the list can supply it, so a waterfall finds more data than any single provider. Default supplies the providers and bills lookups in enrichment credits. You do not need provider accounts or API keys. To build or edit a waterfall, see Waterfalls.

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Enrichment waterfalls in Default at a glance

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Providers you can add to a waterfall

A waterfall can use 4 enrichment providers. The credits below are what Default charges when the provider returns data. The waterfall dialog shows each provider’s person lookup cost next to its name. A waterfall can also run 2 optional checks. Each check is charged every time it runs, whatever it finds: Icypeas verifies email addresses. It does not find them.

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Default supplies the provider data

Default holds the accounts with every enrichment provider. Your workspace turns providers on and pays Default in credits:
  • No provider accounts needed. You do not need a Clearbit, Apollo, People Data Labs, or Wiza account or API key.
  • Turn a provider on first. Select Settings in the sidebar, then Integrations under Workspace Settings, then the Enrichment category, and turn the provider on. Apollo appears there as Apollo.io (Enrichment), separate from the Apollo.io (Sequencing) card that connects your own Apollo account for sequences. The waterfall’s Add Provider picker lists only the providers that are on. If a provider is unavailable, contact Default to turn it on for your workspace. See Enrichment providers.
  • Credits for every provider. Lookups from every provider are charged in the same enrichment credits.

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How Default works through the providers

Default uses the waterfall’s order as a priority list. How it calls the providers depends on where the waterfall runs. In every case, a provider that charges for a miss, such as Clearbit, is also charged when it runs and finds nothing.

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In a workflow

The Enrich Data node sends the lookup to every provider in the waterfall at the same time. When the answers come back, Default merges them in waterfall order:
  1. Every field the provider in position 1 returned is kept.
  2. The provider in position 2 fills only the fields that position 1 left empty.
  3. Each later provider fills only what is still empty.
For example, a waterfall lists Apollo first and Wiza second. Apollo returns a title and no phone number. Wiza returns a title and a phone number. The result takes the title from Apollo and the phone number from Wiza. Because the providers run at the same time, the node waits for the slowest provider in the waterfall. Every provider that returns data is charged, even when a higher provider already supplied most of the fields.

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Before a form is submitted

Form pre-enrichment runs the workspace’s Primary Waterfall the same way as a workflow: every provider at once, merged in waterfall order, and every provider that returns data is charged. It runs when a visitor enters an email address in a form the Pixel tracks, before they submit. See The primary waterfall.

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In Tables and the Chrome extension

The Enrich action in Tables and Request enrichment in the Chrome extension call the providers one at a time, in waterfall order. Default stops at the first provider that returns data and uses that provider’s result. Tables is in beta and turned on per workspace.

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What counts as a hit in an enrichment waterfall

A provider’s answer counts as a hit when all 3 of these are true:
  • The provider answered without an error or a timeout.
  • The provider did not report that it found no match.
  • The answer contains at least 1 field.
Default also skips some lookups before they reach a provider. A skipped lookup uses no credits:

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How enrichment credits work

Enrichment in Default is billed in credits. These rules decide what a lookup costs:
  • A hit is charged. Each provider that returns data is charged its credits for that lookup.
  • A miss is free, with 2 exceptions. Clearbit is charged when it finds no match, and email and IP validation checks are charged every time they run.
  • Errors are free. A provider error, timeout, or rate limit is never charged.
  • Person and company are separate lookups. An Enrich Data node with Enrichment target set to Both runs the waterfall once for the person and once for the company.
  • Tests are real. A workflow test calls the providers and uses credits.
To see costs before and after a run:
  • On the workflow canvas, the Enrich Data node shows its maximum cost, for example up to 4 credits. For a waterfall, the maximum is the sum of every provider’s cost, because every provider can return data.
  • In the run log, each Enrich Data step shows the credits it used. See Run logs.
  • In Tables, the Enrich action shows a Cost Breakdown with the Cost per record and the Total cost before you run it.
  • On the Waterfalls page, each card shows the most credits the waterfall can use per lookup.

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The primary waterfall

Your workspace can set 1 waterfall as its Primary Waterfall. Default runs the primary waterfall when a visitor types an email address into a form the Pixel tracks and leaves the field, before the form is submitted. When the form’s workflow reaches an Enrich Data node that uses the same waterfall, the node reads the result that is already waiting instead of calling the providers again, and that lookup is not charged a second time. Email and IP validation checks are the exception: the node runs them again and they are charged again. See Enrichment starts before the form is submitted. The Enrich Data node itself always uses the waterfall or provider you pick in its Enrichment source field. Set the primary waterfall on the Waterfalls page. See Set a waterfall as primary.

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Use a waterfall in a workflow

1

Build the waterfall

Select Data Model in the sidebar, under Configuration, then the Waterfalls tab, and select New Waterfall. You need admin access. Add up to 5 providers under Enrichment order and drag them into priority order. See Create a waterfall.
2

Add the Enrich Data node

In Workflows, select Add Node, then choose Enrich Data in the Enrichment section.
3

Pick what to enrich

Set Enrichment target to Person, Company, or Both. Set Enrichment source to your waterfall, listed under Waterfalls.Leave Email / Domain (optional) empty to let Default take the email and domain from the trigger, or choose a value from an earlier node.
4

Use the result

Later nodes can pick the enriched fields from the data picker under Person and Company, for example Title or Employee Count. Write them to your CRM with an Update Record node, or branch on them with a Multi-Branch node. See Enrichment nodes and CRM nodes.

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Choose the provider order

Put the provider you trust most for your key fields in position 1, because its values win whenever 2 providers disagree. Then consider:
  • Cost. In a workflow, every provider that returns data is charged. A shorter waterfall costs less per record. A longer one fills more fields.
  • LinkedIn URLs. If your leads often arrive with a LinkedIn URL and no email, include Apollo, People Data Labs, or Wiza.
  • Phone numbers. Wiza returns verified emails and phone data, so it fits waterfalls that need mobile numbers.
  • Email checks. Turn on Email validation when a bad address would cost you, for example before adding people to a sequence.
To test a waterfall, select Test in the workflow and then Run Test with a few known contacts. Then read the Enrich Data step in the run log. It lists each provider’s attempt, whether it returned data, and the credits charged. Related: Lead enrichment software from Default