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 with the following:

- 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. The email question enriched can also be the email field of the Contact info or Multi-question page question types.

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 & B2C enrichment: Our data enrichment feature is designed to enrich business email addresses (e.g. myname@typeform.com) with professional contact and company details and personal email addresses (e.g. myname@gmail.com) with demographic and other information. Not all business and personal email addresses will be enriched. Depending on your respondent audience and industry, you may get various match rates.

Privacy considerations: By activating this feature, you'll be sharing email addresses with third-party providers 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.  

Important! When you create a new form with data enrichment turned on, it'll automatically enrich email addresses for B2B and B2C third-party information.

However, if you have an existing form that has already turned on data enrichment previously, you won't automatically enrich email addresses with B2C third-party information. As a workaround, please follow the steps below:

1. Toggle off data enrichment

2. Click Publish

3. Toggle on data enrichment

4. Click Publish again

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.

Within your logic map, you can identify which question has Data enrichment enabled and determine where you can start using enriched data for branching and segmentation.

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 or has submitted a partial response. 

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

If your form has an email question that's answered with a business/work email address; each email response may 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

If your form has an email question that's answered with a personal email address such as @gmail.com or @yahoo.com; each email response may be enriched with the following third-party information:

- enrich_first_name
- enrich_last_name
- enrich_job_title
- enrich_company_name
- enrich_age_range
- enrich_age
- enrich_avatar
- enrich_bio
- enrich_gender
- enrich_city
- enrich_region_code
- enrich_country
- enrich_twitter_url
- enrich_linkedin_url
- enrich_education_degree
- enrich_photo_url
- enrich_language
- enrich_marital_status
- enrich_number_of_children
- enrich_dwelling_type
- enrich_owner_or_renter
- enrich_presence_of_children
- enrich_household_income_estimate
- enrich_net_worth_range
- enrich_website

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. The third-party enriched data shown depends on the email address the respondent entered (work or personal). Refer to the list above for the enriched data corresponding to the entered email address type.

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
@enrich_age_range	Text	Age range
@enrich_age	Number	Age
@enrich_avatar	Text	Image URL
@enrich_bio	Text	Bio
@enrich_gender	Text	Gender
@enrich_city	Text	City where respondent resides
@enrich_region_code	Text	Region where respondent resides
@enrich_country	Text	Country where respondent resides
@enrich_twitter_url	Text
@enrich_linkedin_url	Text
@enrich_education_degree	Text
@enrich_photo_url	Text	Image URL, may be different from enrich_avatar
@enrich_language	Text
@enrich_marital_status	Text
@enrich_number_of_children	Text
@enrich_dwelling_type	Text
@enrich_owner_or_renter	Text
@enrich_presence_of_children	Text
@enrich_household_income_estimate	Text
@enrich_net_worth_range	Text
@enrich_website	Text
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. 

Enrich partial responses

If you've enabled a Partial Submit Point on your form and a respondent submits a partial response with an email address, enriched data will be included with their partial response. You'll also see partial responses with enriched data when you export your responses. 

A partial response with enriched data will count as 1 enriched response toward your enrichment limit. If that same partial response with enriched data turns into a complete response, this will only count as 1 enriched response. 

The enriched data from partial responses will be included in follow ups, webhooks, and our HubSpot integration. 

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. 

Data enrichment limit

Depending on your subscription, your Typeform for Growth plan includes a monthly or annual enrichment limit. Learn more about Data enrichment limits here. 

When you've used over 75% of your monthly limit, we'll warn you on your Workspace when you log in to your account. 

We'll also notify you by email when you've reached 50%, 75%, 90%, and 100% of your Data enrichment limit. If you've reached your enrichment limit, future responses will not be enriched.

You can also view how many responses you've enriched for the month in the Plan & billing section of your account.

Want to learn more? Check out some neat workflows using Data enrichment in this Community post.