Enrichment
What gets resolved from a work email, what to do when a field comes back empty, and how your own providers fit in.
Enrichment runs on capture and keeps running after it: the account lookup carries on once the person has submitted, and new identity on an existing record gives it more to work with.
What Gets Resolved
| From | Fields |
|---|---|
| The email | First and last name, job title, LinkedIn URL, phone, profile picture |
| The domain | Company name, industry, employee count, annual revenue |
| The account, over time | Funding, hiring and public launches, attached with the source they came from and surfaced as latest_signal |
Company fields come off the email domain, which is why a work address is worth far more than a personal one.
When a Field Is Empty
Three common causes:
| Cause | What it means |
|---|---|
| Free-provider email | gmail.com has no company domain to resolve. Ask for a company domain in the form. |
| Very small or very new company | Nothing published yet. The record is correct; the world is thin. |
| No coverage for that field | If one source is empty on a field, another can still write it, so a blank cell usually means every source was empty rather than that lookup was skipped. |
Before adding a required "Company size" question, check how often enrichment already fills it. Asking for what you can resolve is a top cause of avoidable drop-off. See Form analytics.
Your Own Enrichment Providers
If you already pay for Apollo, ZoomInfo, Hunter or Lusha, all four are live. Connecting one adds a source that can fill a field the others left blank. The integrations directory lists what is live and what is still coming.
Surface does not publish which source wins when two of them return different values for the same field, so do not assume a precedence order (typed answer, then your provider, then Surface). If a field matters enough to build on, check what landed on a real record and ask your FDE how your workspace is configured.
Enrichment and Your CRM
Enriched fields land on the lead record first. Getting them into HubSpot, Salesforce or Zoho is System Agents' job, on the instructions you give them.