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How to Build a Waterfall Enrichment Workflow (Step-by-Step)
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PLG motion: Weight product-usage and website-intent signals into your triggering logic ahead of firmographic depth. Speed from signal to enriched contact matters more than exhaustive coverage, since the signal itself already qualified the account. “Sales-led motion: Weight firmographic and technographic depth higher, since account-based targeting depends on precision at the company level before a rep ever touches a contact record.” SMB-focused teams: A single strong primary provider plus tight cost controls usually beats a three-tier cascade. The added complexity of a full waterfall rarely pays for itself at SMB volumes and price points.
Match rate: The percentage of records a provider or workflow successfully returns a usable value for. “Data decay: The rate at which contact and company data goes stale as people change jobs, roles, and contact details.” ICP (Ideal Customer Profile): The firmographic and behavioral profile of the accounts most likely to buy, used to benchmark provider coverage against your actual targets rather than generic averages.
Work email, direct-dial phone, firmographic data, technographic data, and intent signals are not equally covered by any single vendor. A provider strong on North American enterprise emails may have weak direct-dial coverage and almost no international contact data. Rather than naming specific vendors here (vendor strengths shift and a name-drop ages badly), use the criteria below to score any candidate provider for each data type in your stack. “Technographic data General tech-stack detection across your whole TAM Specialized detection for niche or emerging tools Rarely needed as a third layer”