[GTM glossary](/glossary.md) Real-time enrichment Data & Enrichment # Real-time enrichment Also known as: real time enrichment, on-demand enrichment In short Real-time enrichment is the practice of filling in missing details on a lead, contact, or account within seconds of an event, such as a form submission or a CRM record being created. It typically runs through an API or a native integration. It differs from batch enrichment, which updates many records on a schedule or when someone uploads a file. Real-time fits situations where the next step depends on the data, such as deciding which rep gets a lead. ## How real-time enrichment works ### 1. A trigger fires A visitor submits a form, a lead is created, or a rep opens a record. ### 2. A lookup runs The system sends the available identifier, usually an email or domain, to a data source and waits for a response. ### 3. Fields come back Company size, industry, location, and role fields return in seconds. ### 4. Rules use the data Scoring, routing, and follow-up tasks run on the completed record. --- ## Real-time vs. batch enrichment * **Real-time:** Best when speed matters: inbound lead routing, form shortening, and personalized pages. * **Batch:** Best for refreshing large databases, cleaning old lists, and scheduled updates where seconds do not matter. --- ## Where it helps GTM teams * **Shorter forms:** Ask only for an email and fill in company details yourself, which can reduce friction. * **Instant routing:** Send a lead to the right owner or territory without waiting for manual research. * **Fit-based follow-up:** Say a lead from a company outside your target size arrives. Enrichment shows the size at once, so the lead goes to a nurture track while a strong-fit lead gets a rep within minutes. * **Web personalization:** Tailor page content to a recognized account where permitted. --- ## Design considerations * **Latency:** Set a timeout and a fallback, so a slow lookup never blocks a form submission. * **Failure handling:** Decide what happens when no match returns. Route using the fields you do have. * **Overwrite rules:** Do not let enrichment replace values reps entered by hand. * **Cost control:** Enrich only the records that need it, since each call has a cost. * **Privacy:** Disclose data use as required and respect regional rules. This is not legal advice. --- ## Common mistakes * **Enriching everything:** Not every record deserves a lookup. Filter out spam and personal emails first. * **Never refreshing:** Real-time at creation does not keep data current later. Add periodic refreshes. --- ## Real-time enrichment FAQs **What is real-time enrichment?** Real-time enrichment adds missing company and contact details to a record within seconds of an event such as a form submission or record creation. It usually runs through an API or integration so routing and scoring can use the data immediately. **What is the difference between real-time and batch enrichment?** Real-time enrichment runs per record, at the moment of an event, and returns data in seconds. Batch enrichment processes many records at once on a schedule or upload. Real-time suits routing and forms; batch suits cleaning and refreshing large databases. **When should you use real-time enrichment?** Use it when the next action depends on the data, such as routing inbound leads, scoring on submit, or shortening a form. If seconds do not matter, as with a quarterly database refresh, batch enrichment is usually simpler and cheaper. **What are the risks of real-time enrichment?** Risks include slow lookups blocking a form, unmatched records, overwriting rep-entered values, unnecessary cost on junk records, and privacy obligations. Handle them with timeouts, fallbacks, overwrite rules, filters, and clear data use disclosures. Share term --- ## More related phrases * [Speed to lead](/glossary/speed-to-lead.md) * [B2B data enrichment](/glossary/b2b-data-enrichment.md) * [Data enrichment](/glossary/data-enrichment.md) ## Similar phrases * [Form enrichment](/glossary/form-enrichment.md) Form enrichment automatically adds company and contact details to a web form submission, so visitors answer fewer questions while sales still gets the data it needs for routing. * [Enrichment API](/glossary/enrichment-api.md) An enrichment API lets your own systems send a record, such as an email or domain, and receive additional data back programmatically, instead of using a manual upload or a point-and-click tool. * [Lead enrichment](/glossary/lead-enrichment.md) Lead enrichment adds missing company and contact details to a lead record, such as industry, company size, and job title, so teams can qualify, score, and route leads faster. * [Batch enrichment](/glossary/batch-enrichment.md) Batch enrichment is the process of adding missing fields to a large set of records in one scheduled run, such as a CRM export or a prospect list. * [CRM enrichment](/glossary/crm-enrichment.md) CRM enrichment means keeping customer relationship management records complete and current by automatically appending external firmographic, contact, and technology data to each account, contact, and lead.