> ## Documentation Index
> Fetch the complete documentation index at: https://docs.cassidyai.com/llms.txt
> Use this file to discover all available pages before exploring further.

# CRM Auto-Enrichment

> Delivering cleaner, more complete records with less manual cleanup, improving lead routing, personalization, and conversion speed while reducing bounces, duplicates, and data drift.

<Frame>
  <img src="https://mintcdn.com/cassidy/sYy-vNuqpU0xqerK/images/use-cases/crm-auto-enrichment-img-0.png?fit=max&auto=format&n=sYy-vNuqpU0xqerK&q=85&s=c318652e20a8db780b554deee7020c51" alt="CRM Auto-Enrichment" width="1920" height="1080" data-path="images/use-cases/crm-auto-enrichment-img-0.png" />
</Frame>

## What does this mean?

Delivers cleaner, more complete records with less manual cleanup—improving lead routing, personalization, and conversion speed while reducing bounces, duplicates, and data drift.

Uses research agents to scour company sites, LinkedIn, and public web sources to enrich contacts and accounts with firmographics, titles/roles, and verified emails—supplementing with third‑party providers (e.g., Apollo, ZoomInfo, Clearbit) as needed—then writes standardized updates to the right CRM records with built‑in hygiene (deduping by email/domain, fuzzy name/title matching, merge rules, and conflict flags).

## Workflow steps

<Steps>
  <Step title="Trigger on new or updated CRM record">
    The Workflow activates automatically when a new contact or account is created—or when an existing record is flagged for enrichment—in Salesforce or HubSpot.
  </Step>

  <Step title="Research the contact and company">
    Cassidy scours company websites, LinkedIn profiles, and public web sources to gather firmographics, job titles, roles, and other relevant details about the contact and their organization.
  </Step>

  <Step title="Supplement with third-party data">
    If gaps remain, the Workflow pulls verified emails, company size, industry, and additional firmographic data from third-party providers like Apollo, ZoomInfo, or Clearbit.
  </Step>

  <Step title="Standardize and deduplicate">
    The Workflow applies built-in hygiene rules—deduping by email or domain, fuzzy matching on names and titles, and flagging conflicts when data sources disagree.
  </Step>

  <Step title="Write enriched data back to CRM">
    The Workflow updates the correct CRM records with standardized, enriched information—ensuring cleaner data for lead routing, personalization, and faster follow-up without manual cleanup.
  </Step>
</Steps>

## Related

<CardGroup cols={2}>
  <Card title="Build and configure an Agent" icon="robot" href="/agents/build-and-configure">
    Create a custom Agent with tailored instructions and Knowledge Base access.
  </Card>

  <Card title="Set up your Knowledge Base" icon="book" href="/knowledge-base/setup">
    Add your company documents so Agents can reference them.
  </Card>
</CardGroup>