Data enrichment: better records, and a reason to reach out
In 2025 Outreach started filling in company and contact details from outside providers, adding buying signals like job changes and IPOs, and feeding all of it to its AI.
Shipped May · Aug · Oct · Nov 2025AdminsRevOpsReps
By David Jollie, Founder and Principal Consultant, Lyte Sales · Last updated · Covers Outreach release notes through December 2025
What it actually does
Enrichment fills account and prospect fields from a data provider and adds buying signals, such as funding rounds, IPOs and job changes. It can run on records you pick, automatically through Revenue Agent, or to source brand-new prospects.
The providers changed during the year: Explorium in May, then SalesIntel and ZoomInfo in August.
Who it's for
Admins and RevOps connect providers and set the rules. Reps and AI agents use the data.
Why it matters
Reps get cleaner records and a timely reason to reach out, and Outreach’s AI gets better inputs.
How it grew in 2025
MAY
Explorium enrichment and signals, account briefs and enrichment settings.
AUG
SalesIntel and ZoomInfo, including sourcing new prospects.
OCT
A per-agent switch in Revenue Agent to control spend.
NOV
ZoomInfo intent topics, SalesIntel company events and providers tried in an order you set.
How to set it up
Connect a provider
Go to Administration › Integrations › Data Enrichment › Connect Provider and connect with an API key or OAuth.
Choose providers by category
In Enrichment Settings, open Account or Prospect, use the three-dot menu to Choose provider, and drag providers to set the order.
Decide what can be overwritten
Use Configure fields to pick Always overwrite, Conditional overwrite or Do not update for each field.
Turn on new prospect sourcing
Under Enrichment Settings › Prospect, open the menu next to New record sourcing and add a data provider.
Give people permission
In Profiles, turn on the Data enrichment permissions for accounts and prospects. They’re off by default.
Use the signals
Filter accounts by Signals, see them on an account’s Activity tab, or select records and choose Mark for Enrichment.
The Lyte Guide to Outreach Product Releases 2025 Edition