ZoomInfo recently announced the availability of Waterfall Enrichment, a new capability within its GTM Studio that is designed to expand contact coverage when email or mobile phone data is missing.
Unlike traditional enrichment tools that rely on sequential logic, Waterfall Enrichment enriches missing contact information with third-party data in parallel and returns the highest-confidence available result based on Intelligent Scoring.
The approach avoids first-match limitations common in sequential waterfalls and helps keep prospect campaign workflows running on complete, reliable contact records, according to company officials.
Waterfall Enrichment
Revenue teams shouldn’t have to become data engineers just to build a complete prospect list, states Brandon Tucker, Chief Data Officer at ZoomInfo.
“Waterfall Enrichment replaces both manual enrichment and first-match waterfall approaches by evaluating all available sources at once and returning the most reliable contact data directly inside existing workflows,” said Tucker in a statement.
GTM Tool
ZoomInfo, a recognized leader in data privacy, is a go-to-market (GTM) intelligence platform for more than 35,000 companies worldwide that empowers businesses to grow faster with AI-ready insights, trusted data, and advanced automation.
Waterfall Enrichment consolidates enrichment directly inside GTM Studio, eliminating the need to manage vendor order, fallback logic, or separate enrichment platforms. Each enriched data point includes source attribution, supporting transparency and governance requirements for revenue operations teams.
Waterfall Enrichment is available to all GTM Studio customers at no additional cost, with no credit consumption or usage-based overages.
