Lead enrichment and qualification

Please note that lead enrichment and qualification is currently only accessible to participants of our early access program and is not available to all users at this time.

Typeform lead enrichment and qualification help marketers:

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

- Prepare for lead qualification and scoring: Add enrichment variables

- Qualify leads using enrichment variables and logic

- Score leads using enrichment variables and logic

- 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

- Schedule sales calls with qualified leads

Requirements for using lead enrichment

If you are part of our early access program, you can enrich up to three forms in your Typeform account. 

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.

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.

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 lead enrichment feature enabled will be enriched.

B2B enrichment focus: Currently, our lead 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).

Confirming lead enrichment is enabled for your selected forms

To confirm that your chosen forms are being enriched, navigate to the Email question in your form. It should look like the image below. Lead enrichment and scoring will appear in light gray text, and it should be toggled to the right. It's currently grayed out because Typeform will be responsible for enabling and disabling the feature for you while you're in the early access program (instead of having you enable it manually). 

If you would like to turn lead enrichment off for a particular form and on for a different form, you can reach out to us at the email below.

If you have any questions, need support, or want to request we enable enrichment for any additional forms, you can reach out to research@typeform.com.

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 lead 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.

Prepare for lead qualification and scoring: Add enrichment variables

To qualify and score leads, you’ll need to add enrichment variables to your form.

1. From the Create panel, go to Logic.

2. Click Personalize with data.

3. Then, click Variables.

4. Click Add enrichment variables and then click the Save button.

Now you can use these enrichment variables for lead qualification and scoring.

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

Qualify leads using enrichment variables and logic

First, add the enrichment variables (see section above).

To qualify a lead, create a new custom Text variable, e.g. “mql” (for marketing qualified lead). With logic, assign “Yes” to the mql variable if it matches your lead qualification criteria. For example, you might be interested in large companies based in the United States. When viewing form responses, qualified leads will be those that have mql being “Yes”. The image below shows an example of how you can set up this logic.

Add logic to the email question, or anywhere after it. The enrichment variables are populated with third-party data immediately after a respondent enters their email.

Consider also qualifying leads with a mix of enrichment variable data and respondent data.

Score leads using enrichment variables and logic

First, add the enrichment variables (see section above).

In a similar way to lead qualification, you can score a lead by using the pre-existing @score variable. In this example, we’ve added 200 to the score since we’re interested in large companies based in the United States.

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. 

Schedule sales calls with qualified leads

Streamline your process further by scheduling a sales call via the Calendly integration for qualified leads. In the below example, we not only increase the score by 200 for large United States based companies; we also send the respondent to a Calendly question to set up a meeting with a sales representative with branching.