Welcome to the "Enrich" phase of FETE! Now that you've mastered the Find phase—finding companies, people, and businesses—we're moving into the next critical stage of building powerful Clay workflows.

Over the next few lessons, we'll cover how to enrich for companies and people using Waterfalls and AI. In future courses, we'll cover more advanced enrichment methods, like enrichment through HTTP/API integrations (which lets you connect to any external data source or service).

🔍 What Does "Enrich" Mean?

Enrich is the phase where you take your basic data and add layers of valuable information that help you better qualify leads, personalize outreach, and understand your market.

Think about it this way:

Finding data gives you company names and contact information.

Enriching data tells you whether:

• That company just raised funding
• What technology they use
• How many employees they have
• What challenges they might be facing

This connects directly to our Jigsaw framework. If finding data gives you the corner pieces, enrichment helps you build the edges of your puzzle. You're adding the essential context that surrounds and supports your core identifiers.

🎯 Where the Value Lives

This additional context is where the value is. It's the unique data that your competitors don't have. While they're working with basic firmographics, you could be targeting companies that just posted engineering jobs and mention AI on their website.

That's the kind of insight that creates GTM alpha.

⚠️ Avoiding Common Mistakes

A common mistake is treating enrichment as just a data gathering exercise. This is the wrong way to think about it.

Enrichment is about gathering the right data that gives you a competitive advantage in your market.

You're transforming raw data into GTM intelligence.

🚀 What's Coming Next

Our next lesson will focus specifically on enriching companies using waterfalls—the foundation skill you'll use in almost every Clay workflow.

Let's start enriching!

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