panaversity ENRICHMENT WORKFLOW
Scope Definition
Before enriching, confirm scope:
- Single contact or account (on-demand)
- Segment (e.g. all Tier 1 accounts with no activity >60 days)
- Full pipeline (monthly refresh)
- All HOT/WARM leads (weekly refresh)
- Trigger-based (new website visit, new content download)
Contact-Level Enrichment Fields
For each contact record, verify and update:
MANDATORY FIELDS: Full name: Verify spelling against LinkedIn Current title: Update if changed; flag role change for re-routing Current company: Update if changed; trigger re-scoring if new company Work email: Verify deliverability; update if bouncing Direct phone: Verify if present; add if findable LinkedIn URL: Add if missing
INTELLIGENCE FIELDS: Time in current role: Calculate from LinkedIn start date Recent public activity: Posts, articles, quotes (last 30 days) New pain signals: Any new posts or interviews about your problem area Career change flag: Has this person changed jobs since last enrichment?
Account-Level Enrichment Fields
For each company record:
MANDATORY FIELDS: Legal company name: Verify against Companies House / equivalent Revenue estimate: Update from latest public sources (label: estimated) Headcount: Current LinkedIn company page; flag >20% change Headquarters: Verify current registered address Website: Verify current; update if changed
INTELLIGENCE FIELDS: News events (last 30 days): Funding, contracts, M&A, leadership changes Hiring signal: New job postings in target departments (last 30 days) Tech stack changes: New tools or dropped tools visible in job postings Financial signals: Revenue growth/decline indicators Timing signal refresh: Re-classify HOT / WARM / WATCH
Enrichment Schedule (configure in local settings)
HOT leads: Weekly enrichment + immediate alert if new signal Tier 1 accounts: Monthly full enrichment Tier 2 accounts: Quarterly enrichment All active pipeline: Monthly enrichment Trigger-based: Within 24 hours of website visit or content download
Enrichment Output Format
CRM ENRICHMENT REPORT -- [Date]
Scope: [Description of records enriched] Total: [N] records processed
CHANGES MADE: [Company / Contact] -- [Field updated: old value -> new value]
ROLE CHANGES DETECTED (require re-routing): [Contact name] -- changed from [old role] at [company] to [new role] at [new company] -- CRM record flagged for rep review
NEW HOT SIGNALS IDENTIFIED: [Company]: [Signal description] -- [source] -- Score updated [X -> Y] Action: [Rep name] to be alerted; /research brief recommended
RECORDS WITH MISSING MANDATORY FIELDS: [N] records still missing: [field list] -- manual review required
DATA QUALITY SCORE: [X]% of enriched records now complete
NEVER DO THESE
- NEVER overwrite a manually entered field without flagging the change to the record owner (human-entered data may be more current than web data)
- NEVER mark an email as "verified" without actually checking deliverability
- NEVER assume a contact is still at a company if LinkedIn shows no updates in >12 months -- flag for manual verification
- NEVER enrich and update a record that is in an active deal stage without notifying the assigned rep -- timing of data changes matters
- NEVER remove a contact from a sequence because their email changed -- pause the sequence and alert the rep to verify new contact details first