Lead Enrichment
How Spara automatically enriches leads with contact and company data after capturing their email.
When a lead provides their work email address during a conversation, Spara automatically enriches their record with additional contact and company data from a third-party data vendor. This gives your agents — and your sales team — a fuller picture of who they're talking to, without the lead needing to provide every detail themselves.
Enrichment runs in the background and typically completes within seconds. The enriched data appears on the Lead Details tab of the Leads detail page and is available to agents in subsequent messages.
When enrichment runs
Enrichment triggers automatically when a lead's email address is captured — whether the lead typed it in chat, submitted it through a webform, or it was passed in via https://docs.spara.com/developers/spara-api/query-parameters.
Requirements for enrichment to run:
The lead must have a work email address. Personal email domains (Gmail, Yahoo, Outlook, Hotmail, etc.) are excluded because data vendors cannot reliably match them to contact or company records.
Enrichment runs once per 24-hour period per lead. If a lead's email changes, enrichment runs again for the new address.
What data is enriched
Enrichment populates two categories of data on the lead record:
Personal information
Name
First and last name from the contact record
Job title
Current role at their company
Seniority
Level (e.g., Director, VP, C-Suite)
Department
Functional area (e.g., Engineering, Marketing)
LinkedIn profile
URL to their LinkedIn profile
Location
Geographic location
Skills & interests
Professional skills and interests from their profile
Company details
Company name
Legal or common company name
Website
Company website URL
Industry
Primary industry classification
Revenue
Estimated annual revenue
Headcount
Approximate employee count
Business model
B2B, B2C, marketplace, etc.
Products
Key products or services offered
Corporate objectives
Strategic goals and initiatives
Competitors
Known competitors in their space
Recent news
Recent press coverage and announcements
Not all fields are guaranteed — availability depends on the data vendor's coverage for each contact and company.
Conversation summary
In addition to vendor-sourced data, Spara generates an AI-powered conversation summary after the lead has engaged. This includes:
A summary of the conversation so far
Questions the lead asked
Sales stage assessment
Pain points identified
Interests expressed
The conversation summary updates as the lead continues to interact with your agents.
How enriched data is used
Enriched data benefits both your agents and your team:
Agent context — Agents can reference enriched data in their responses. For example, if enrichment reveals the lead works at a Fortune 500 company, the agent can tailor its pitch accordingly.
Lead details — Your team sees enriched data on the Leads page, giving sales reps context before they take over a conversation or reach out directly.
Workflow conditions — Enriched fields can be used in Workflows conditions to route leads based on company size, industry, or seniority.
CRM syncing — Enriched data syncs to your connected CRM (Salesforce, Hubspot (CRM), or Marketo).
FAQ
What's the difference between enrichment and deanonymization?
Deanonymization identifies anonymous visitors using IP and behavioral signals — no email required. Enrichment takes a lead whose email is already known and layers on additional contact and company data. Deanonymization is the first guess at who someone is; enrichment fills in the full picture once you have a confirmed identity.
Does enrichment work with personal email addresses?
No. Enrichment requires a work email address. Personal domains like Gmail, Yahoo, and Outlook are excluded because data vendors cannot reliably match them to professional records.
Can I disable enrichment?
Enrichment is enabled by default for all organizations. Contact your Spara account manager if you need to disable it.
How often is enrichment data refreshed?
Enrichment runs once per lead when their email is first captured, and can re-run if their email address changes. Company data is refreshed periodically to keep information like revenue, headcount, and news current.
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