How to automate contact enrichment in your sales workflow using Humantic

If you’re tired of copy-pasting LinkedIn bios, Googling prospects, or wasting time with tools that overpromise and underdeliver, you’re not alone. Sales teams know that better context about leads is gold—but getting it is a pain. This guide is for sales ops folks, SDRs, or anyone who wants to automate contact enrichment without making things more complicated than they need to be. We’ll walk through using Humantic to pull in actionable insights, set up realistic automations, and avoid common traps that burn your time.

Why bother with contact enrichment, anyway?

Let’s be honest: most CRMs are filled with incomplete, outdated, or just plain wrong contact details. If you’re running outreach based on that, you’re flying blind. Good contact enrichment means:

  • Less manual prospecting and research
  • More personalized outreach (that isn’t creepy)
  • Fewer embarrassing mistakes (like calling a CEO “John” when their name is “Joan”)
  • Cleaner CRM data for reporting and handoffs

But—if you overdo it, you’ll waste hours configuring things you’ll never use. The trick is to automate just enough to make your sales workflow smoother, not messier.

Step 1: Figure out what data actually matters

Before you start plugging in tools, get clear on what info you really need. Not all enrichment is useful, and more isn’t always better.

Start with these questions:

  • What info would help my team write better emails or make smarter calls?
  • Do we need psychographic details (how people think), or just basics like LinkedIn and company info?
  • Is this for cold outreach, account research, or pipeline management?

Typical useful fields: - Full name and correct title - LinkedIn URL - Company and role - Work email - Personality insights (if you actually use them) - Signals like recent job changes or mutual connections

Ignore: - Personal emails (unless you’re doing B2C) - Social media that your team won’t use (TikTok handle? Probably not.) - Data you can’t act on

Pro Tip: Don’t enrich for enrichment’s sake. Too much noise just buries the signal.

Step 2: Set up your Humantic account

Let’s get the tool ready. Humantic focuses on personality and behavioral insights, along with basic contact info. This can be genuinely helpful—if you use it right.

To get going:

  1. Sign up: Start with a free trial or demo if you’re not sure. Don’t buy 100 seats before you’ve tested.
  2. Integrate with your CRM: Humantic connects with Salesforce and HubSpot out of the box, plus others via Zapier or API. If your CRM isn’t listed, you can still use CSV uploads.
  3. Invite your team: Only bring in the folks who’ll actually use the insights—don’t spam your whole org.

What works:
The CRM integrations are usually straightforward. For smaller teams, browser extensions or the web app might be enough.

What doesn’t:
The personality scores are interesting, but don’t expect magic. They’re best for nudging your messaging style, not writing emails for you.

Step 3: Automate enrichment for new contacts

Here’s where the time savings kick in. Humantic can enrich new leads as they enter your CRM, so you’re not chasing details later.

Most common automation setups:

  • Native CRM Workflow:
  • In Salesforce or HubSpot, set up a workflow to trigger Humantic enrichment whenever a new contact is created or imported.

  • Humantic will pull in publicly available info (like LinkedIn, title, company) and generate a personality profile.

  • Email Parsing or CSV Uploads:

  • For lists, upload a CSV to Humantic and let it process contact info in bulk.

  • Results can be synced back to your CRM.

  • Zapier or API:

  • For custom setups, use Zapier to trigger enrichment from any source (like a web form, calendar event, or another app).
  • The API is overkill for most teams unless you have dev resources and a good reason.

Honest take:

  • If you’re on Salesforce or HubSpot, use the built-in integration—it’s the least painful.
  • Bulk CSV uploads are easy for rapid catch-up, but not “set and forget.”
  • Don’t bother with API automation unless you’re scaling big or have unique needs.

Pro Tip: Start with new leads only. Enriching your whole database sounds tempting, but it’s expensive and rarely useful for old or dead leads.

Step 4: Train your team to actually use the enriched data

Automation is useless if your team ignores the data. Make sure everyone knows where to find enriched insights and how to use them in their workflow.

How to get adoption:

  • Show, don’t tell. Demo how Humantic insights can tweak a cold email or help on a sales call.
  • Add key fields (like LinkedIn URL, personality type) to your CRM views, not buried in some tab.
  • Encourage reps to use insights for personalization, not copy-paste scripts.

What works:
Quick wins—like using a prospect’s real title, or avoiding “Hi there” intros—build trust in the tool.

What doesn’t:
Don’t force everyone to read a personality report before every call. Use the insights as seasoning, not the whole meal.

Step 5: Review and tune your enrichment workflow

Set a reminder to check your enrichment setup after a month or so. Here’s what to look for:

  • Are you getting the right info?
    If personality insights aren’t helping, drop them. If you’re missing phone numbers, tweak your workflow.

  • Is it actually saving time?
    Ask your team if they’re spending less time prospecting, or if you’ve just swapped one manual task for another.

  • Are there errors or weird results?
    No tool is perfect. If you see mismatched profiles or wrong data, flag it for support—and consider if it’s worth the hassle.

  • Are you paying for stuff you don’t use?
    Scale back if you’re enriching every contact but only selling to a subset.

Pro Tip: Keep your workflow simple to start. Fancy setups are tempting, but they break more often.

What to watch out for (and what to skip)

  • Data privacy:
    Make sure you’re only enriching and storing data you’re allowed to. Some regions have strict rules.

  • Over-personalization:
    Trying too hard can be off-putting. Use insights to guide your tone, not to get weirdly specific.

  • Vendor lock-in:
    Don’t build a labyrinth of automation that only works with one tool—especially if you might switch CRMs or enrichment providers later.

  • Chasing every shiny feature:
    Stick to what actually helps your team. Ignore “AI-powered” features you don’t understand or need.

Wrapping up: Keep it simple and iterate

Automating contact enrichment with Humantic isn’t rocket science, but it pays to start small and focus on what works for your team. Figure out what data helps your sales workflow, set up just enough automation to get it, and check in regularly to see if you’re getting value. Don’t let the tool drive your process—let your real-world needs shape the setup. If you keep things simple and stay honest about what’s useful, you’ll spend less time on busywork and more time actually selling.