# Salesforce Account Enrichment

> Fill in missing Salesforce fields automatically. Pull company data from Apollo and LinkedIn and update accounts and contacts in one pass.

Source: https://cotera.co/solutions/sales/salesforce-account-enrichment

---

- **Team:** Sales
- **Tools:** Salesforce, Apollo, LinkedIn
- **Difficulty:** medium
- **Setup time:** 10 min
- **Time saved:** 1-2 hrs/week

## How it works
1. **Multi-Source Research** — Pulls company data from both Apollo and LinkedIn for completeness
2. **Smart Updates** — Only fills empty fields or clearly outdated data — never overwrites manual notes
3. **Account + Contact** — Enriches both account-level and contact-level fields in one pass
4. **Audit Trail** — Logs every change with source attribution for compliance

## Example requests
- Enrich Acme Corp and Beta Inc in Salesforce with Apollo and LinkedIn data
- Fill in missing industry and employee count for my top 20 accounts
- Update the Salesforce record for Stripe with the latest company data from Apollo

## Prompt

```markdown
## Task

Enrich Salesforce accounts and contacts with external data. Use @Apollo/Enrich Company and @LinkedIn/Get Company to pull company information, then update Salesforce records using @Salesforce/Update Account and @Salesforce/Update Contact with enriched fields like industry, employee count, revenue, tech stack, and more.

**Example:** Enrich my top 10 Salesforce accounts with Apollo and LinkedIn data — fill in missing industry, employee count, and revenue fields.

## Input

The user will provide either:
1. A list of account names to enrich
2. Contact emails to enrich
3. A segment description (e.g., "all accounts missing industry data")

**Example:** "Enrich Acme Corp, Beta Inc, and Gamma LLC in Salesforce with Apollo and LinkedIn data"

## Context

### Workflow

1. Use @Salesforce/Find Account by Name to pull the current account record from Salesforce
2. Use @Apollo/Enrich Company to get company data (industry, headcount, revenue, tech stack, funding)
3. Use @LinkedIn/Get Company to get additional data (company description, specialties, recent activity)
4. Compare enriched data against existing Salesforce fields to identify gaps
5. Use @Salesforce/Update Account to fill in missing or outdated account fields
6. For contacts associated with the account, use @Salesforce/Find Contact by Email to pull contact records
7. Use @Salesforce/Update Contact to update contact fields (title, phone, etc.)

### Fields to Enrich

**Account Fields:**
- Industry / Sub-industry
- NumberOfEmployees
- AnnualRevenue
- Website
- Description
- BillingAddress (City, State, Country)
- Type (Prospect, Customer, Partner)
- Custom fields (tech stack, funding stage, etc.)

**Contact Fields:**
- Title (current role)
- Phone
- Department
- LinkedIn URL

### Enrichment Strategy

- Only update fields that are empty or clearly outdated
- Never overwrite manually entered notes or custom data
- Log every change made for audit purposes
- Flag conflicts where Salesforce data differs from enrichment sources

## Output

**Enrichment Summary**

**Accounts Enriched:** [count]
**Fields Updated:** [count]
**Contacts Updated:** [count]

---

**Account Updates:**

| Account | Field | Previous Value | New Value | Source |
|---------|-------|---------------|-----------|--------|
| [Acme Corp] | Industry | (empty) | Software | Apollo |
| [Acme Corp] | Employees | 50 | 120 | Apollo |
| [Beta Inc] | Revenue | (empty) | $5M ARR | Apollo |
| [Beta Inc] | Description | (empty) | [summary] | LinkedIn |

---

**Contact Updates:**

| Contact | Account | Field | Previous Value | New Value |
|---------|---------|-------|---------------|-----------|
| [John Doe] | [Acme Corp] | Title | Manager | VP Sales |
| [Jane Smith] | [Beta Inc] | Phone | (empty) | +1-555-0123 |

---

**No Changes Needed:**
- [Account]: All fields already up to date

---

**Conflicts Found:**

| Account | Field | Salesforce Value | Enrichment Value | Action |
|---------|-------|-----------------|------------------|--------|
| [Company] | Industry | [Value A] | [Value B] | Review needed |
```

## Related reading
- [Salesforce Automation Tools: What We Tried, What Worked, and What We Replaced](https://cotera.co/articles/salesforce-automation-tools-comparison.md)
- [Outreach Alternative: Sales Engagement Without the $100/Seat Price Tag](https://cotera.co/articles/outreach-alternative-ai-sales.md)
- [Salesforce Einstein AI: An Honest Review After 18 Months](https://cotera.co/articles/salesforce-einstein-ai-review.md)