How to set up automated lead enrichment workflows in Nrich

If you’re tired of chasing bad leads or manually researching every new contact, this guide is for you. We’re going deep on how to set up automated lead enrichment workflows in N.rich—without getting lost in the weeds or wasting time on features you don’t need.

This isn’t a sales pitch or a copy-paste from the help docs. You’ll get honest advice, clear steps, and a heads-up on what actually works (and what doesn’t). Whether you’re in marketing ops, sales, or just the unlucky person who got stuck “owning” lead management, this walkthrough will help you set up N.rich to do the boring stuff for you—so you can focus on the stuff that matters.

What is Lead Enrichment, Really?

Before you jump into setup, let’s be clear on what lead enrichment is—and isn’t.

  • Lead enrichment means filling in missing details about a contact or company. Think firmographics, job titles, company size—not just the email they filled in on a form.
  • It’s not a magic bullet. If your source data is junk, enrichment won’t fix everything. It just gives you a fuller picture, faster.

Automating this process with a tool like N.rich means your leads get smarter as soon as they enter your system, not after someone spends a half hour Googling.

Step 1: Prep Your Lead Data

Don’t skip this. Garbage in, garbage out—no enrichment tool can fix completely broken data. Before you even open N.rich:

  • Clean up duplicates. No enrichment tool likes messy, duplicate records. Merge or delete them.
  • Standardize fields. Use consistent formats (e.g., phone numbers, country codes). Otherwise, mapping fields later will be a pain.
  • Decide what you actually need. A common mistake: trying to enrich every possible data point. Stick to what your team will use—job title, industry, company size, maybe LinkedIn URL. Skip the rest.

Pro tip: Run a small audit. Ask your sales team which fields they actually use. You’ll be surprised how much “nice to have” data never gets read.

Step 2: Integrate N.rich with Your CRM

You can’t automate enrichment if your tools aren’t talking. N.rich supports integrations with Salesforce, HubSpot, and others. Here’s how to get set up:

  1. Choose your integration. In N.rich, go to Settings > Integrations.
  2. Authenticate with your CRM. This usually means logging in and granting permissions. Don’t use your personal account—set up a dedicated integration user if your CRM allows.
  3. Map fields. This part matters. Map only the fields you actually want enriched. If you map everything, you’ll end up with clutter and confusion.
  4. Test the sync. Add a test lead and see if data flows both ways. If it doesn’t, fix this before moving on.

Heads up: Some CRMs throttle API calls. If you have thousands of leads, try a small batch first so you don’t get blocked.

Step 3: Configure Enrichment Rules in N.rich

Here’s where most people overcomplicate things. Start simple.

  1. Go to the Lead Enrichment settings.
  2. Set triggers. Decide when enrichment should run. Typical options:
  3. On lead creation (recommended)
  4. On lead update
  5. Manually
  6. Choose enrichment providers. N.rich can pull from multiple data sources. Pick one or two reliable ones. Adding more doesn’t always mean better data—it just means more conflicting info.
  7. Set overwrite rules.
  8. Only overwrite blank fields by default, unless your existing data is terrible.
  9. If you’re running enrichment on old leads, be careful—don’t nuke good data.
  10. Exclude internal or test records. Otherwise, your own team ends up getting enriched, which is just embarrassing.

Pro tip: Set up notifications for failed enrichments, not just successes. That way, you’re not assuming it’s all working when it isn’t.

Step 4: Automate the Workflow

Now you connect the dots between triggers, enrichment, and routing. You want enriched leads to get to the right people, fast.

  1. Build your workflow in N.rich’s automation tool.
  2. Define the trigger. E.g., “When a new lead is created in CRM.”
  3. Add an enrichment action. This tells N.rich to enrich the lead using your configured rules.
  4. Set follow-up actions. Example options:
  5. Assign enriched leads to a specific rep or team.
  6. Route leads based on company size or industry.
  7. Send alerts (Slack, email, Teams) for high-value leads.
  8. Push leads to a nurture campaign if certain fields are missing.
  9. Test with real data. Always run a few live tests with real (but non-critical) leads. Check that data comes through as expected, and that nobody gets six notifications for the same lead.

Don’t overthink it. The more steps you add here, the more things can break. Start small, expand as needed.

Step 5: Monitor and Tune

Automation isn’t “set and forget.” Monitor how things are working and tweak as you go.

  • Check for enrichment failures. Most often, these are due to data formatting issues or provider outages.
  • Spot check enriched leads. Pick a few each week and see if the data looks legit. Some enrichment providers are better than others—don’t trust them blindly.
  • Get feedback from sales. If they’re ignoring enriched fields, find out why. Maybe you’re enriching data nobody needs.
  • Adjust enrichment rules as needed. If you’re getting a lot of garbage data in a particular field, turn it off or switch providers.

Honest take: Most enrichment tools, N.rich included, can’t always fill every field. Sometimes, the data just isn’t out there. If you’re missing info for smaller companies or non-English names, don’t sweat it.

What to Ignore (For Now)

  • Chasing every possible integration. Stick with your main CRM and marketing tools first.
  • Trying to enrich every historic lead. Unless you’re planning a big re-engagement campaign, focus on new leads.
  • Fancy lead scoring models. Get enrichment working first. Scoring can come later—and only if it actually helps your team.

Pro Tips for Getting More Value

  • Set up a “data hygiene” workflow. Schedule regular reviews for flagged or suspicious leads.
  • Don’t believe every data point. If something looks off (e.g., a CEO with a Gmail address), double-check before acting.
  • Document your workflow. When things break (and they will), you’ll be glad you wrote down how it all fits together.
  • Start small. More automation isn’t always better. Get the basics working, then layer on complexity.

Wrapping Up

Automated lead enrichment in N.rich can save you hours and help your sales team focus on real leads, not dead ends. But don’t get caught up in the hype or try to automate everything at once. Start simple, watch how it works, and iterate. The goal isn’t “perfect” data—it’s “good enough to act on, fast.” Build that, and you’ll actually see results.