Data enrichment with Typeform

Data enrichment is only available on the Typeform for Growth plans. Depending on your subscription, your Typeform for Growth plan includes a monthly or annual enrichment limit. You can find all the information about your plan here.

Typeform data enrichment and lead qualification help marketers:

- Enrich email leads from customer acquisition forms with third-party data

- Use enrichment variables for lead qualification and scoring

- Download qualified leads to a CSV or XLS file

- Send qualified leads to sales teams and integrations

- Send qualified leads to webhook payloads

- Send qualified leads to follow ups

Important notes about the forms you choose to enrich:

Email question type is required: The forms you want to enrich must include an Email question type, where you ask respondents to provide their email address. This is how we'll generate the enriched data fields. If your form includes multiple email questions, only the first email question will have data enrichment. 

Contact info question type is not supported: You cannot currently apply enrichment to the email field in the Contact Info question type. Be sure to use the Email question type instead.

Multi-question page question type is not supported: You cannot currently apply enrichment to the email field in the Multi-Question Page question type. Be sure to use the Email question type instead.

Must collect new responses: Select forms that you plan to use to collect new responses. Existing responses in a form cannot be enriched; only new responses with the data enrichment feature enabled will be enriched.

B2B enrichment focus: Currently, our data enrichment feature is designed to enrich business email addresses with professional contact details (e.g. myname@typeform.com). It's not designed to enrich personal addresses (e.g. myname@gmail.com).

Privacy considerations: By activating this feature, you'll be sharing email addresses with a third-party provider in exchange for data enrichment. Make sure to notify your respondents and obtain their consent to comply with local laws and regulations, like GDPR. Read more about privacy considerations while using the data enrichment feature here.

Confirming data enrichment is enabled for your selected forms

To confirm that your chosen forms are being enriched, navigate to the first Email question in your form. It should look like the image below. Data enrichment will be toggled on by default, and you can toggle it off if you don't want to collect enrichment data.  

If you want to ensure that your form is collecting enrichment data, make the first email question of your form required.

Data enrichment will not happen if a respondent skips the first email question because it's not required or is not included in their logic path.

Important note: When data enrichment is enabled for a form, the enrichment data won't appear in your Results table, follow-up actions, or integrations until the respondent completes and submits the entire form. Currently, if you get a partial response, it won't include any extra enrichment data.

Enrich email leads from customer acquisition forms with third-party data

If your form has an email question, every form response will automatically be enriched with the following third-party information:

- enrich_first_name
- enrich_last_name
- enrich_phone
- enrich_job_title
- enrich_job_function
- enrich_company_name
- enrich_company_description_list
- enrich_company_phone
- enrich_company_country
- enrich_company_continent
- enrich_company_sic_codes
- enrich_company_naics_codes
- enrich_company_revenue
- enrich_company_revenue_numeric
- enrich_company_employee_count
- enrich_company_type
- enrich_company_ranking
- enrich_company_primary_industry
- enrich_company_revenue_range
- enrich_company_employee_range

These will appear as additional columns in the Responses section of your Results.

You can also hide table columns in Table Settings for third-party data you don’t need.

The third-party enrichment data is based on the email address entered by the respondent. Typically, non-work emails like @gmail.com or @yahoo.com will not have associated enrichment data. Consider asking your respondents to enter a work email address.

After activating data enrichment on your form, you'll receive enrichment data with each new response, if available. Please note that responses submitted before the activation will not include enrichment data.

Use data enrichment variables for lead qualification and scoring

You can use the enrichment variables already included in your form to qualify and score leads. Enrichment variables are automatically added to all new forms created on a Growth plan.

You can find your enrichment variables in the Logic panel of your form under Personalize with data and Variables where you can enter text or numeric values into the corresponding fields.

For example, to qualify and score based on the lead’s company revenue, you'd use @enrich_company_revenue_numeric. (See sections below for a full explanation on how to qualify and score leads using enrichment variables.)

You can find the full list of enrichment variables below for reference.

Enrichment variables

Enrichment variable	Type	Notes
Lead information
@enrich_first_name	Text
@enrich_last_name	Text
@enrich_phone	Text	Phone number
@enrich_job_title	Text	Job title at current place of employment
@enrich_job_function	Text	Job function at current place of employment
Information of company where the lead works
@enrich_company_name	Text
@enrich_company_description_list	Text
@enrich_company_phone	Text
@enrich_company_country	Text
@enrich_company_continent	Text
@enrich_company_sic_codes	Text	The Standard Industrial Classification is a system for classifying industries by a four-digit code.
@enrich_company_naics_codes	Text	The North American Industry Classification System (NAICS) is the standard used by Federal statistical agencies in classifying business establishments for the purpose of collecting, analyzing, and publishing statistical data related to the U.S. business economy.
@enrich_company_revenue	Text	Company revenue (e.g., $400 Million)
@enrich_company_revenue_numeric	Number	Company revenue in raw number (e.g., 400 million is expressed as 400000000)
@enrich_company_employee_count	Number
@enrich_company_type	Text	Company type (private, public, npo, education, government, other)
@enrich_company_ranking	Text	Company ranking list (e.g., Fortune 500 and so on)
@enrich_company_primary_industry	Text	Top-level industry for a company
@enrich_company_revenue_range	Text
@enrich_company_employee_range	Text

If the enrichment variables listed above haven't been added to your form automatically, do the following:

- If you're on a Growth plan: Go to the email question of your form and manually toggle off the Data enrichment switch, then toggle it back on again.

- If you're not on a Growth plan: Go to the Logic panel, select Personalize with data and Variables, then add the enrichment variables to your form manually. 

Download qualified leads to a CSV or XLS file

Once you've identified qualified leads, you can download them in CSV or XLS format. The downloaded file will contain the leads' responses as well as any associated variables, including any enrichment variables you've added (see above for the full list of enrichment variables available).

Send qualified leads to sales teams and integrations

Once you've identified qualified leads, you can easily send them to your sales team using Typeform integrations such as HubSpot, Salesforce, ActiveCampaign, and Google Sheets. The responses sent to these integrations will automatically include any associated variables, including any enrichment variables you've added (see above for the full list of enrichment variables available).

Send qualified leads to webhook payloads

Once you've identified qualified leads, you can send them to webhook payloads. The responses sent to these webhook payloads will automatically include any associated variables, including any enrichment variables you've added (see above for the full list of enrichment variables available).

Send qualified leads to follow ups

Once you've identified qualified leads, you can send follow up messages to yourself or your team, with information about these qualified leads. You can include variables (including enrichment variables) in follow ups as part of trigger logic and Recall information. 

Downgrades and early access

If enrichment variables have been added to your form, you can access previously collected enrichment data through the Responses section of the Results panel and through CSV exports.

You can still access previously collected enrichment data after downgrading your account to a plan without data enrichment.

You can also access previously collected enrichment data if you're currently not on a plan with data enrichment, but you were part of the early access group and you've collected enrichment data before July 10th, 2024.