What is Profile Enrichment, and what does it find?
If you came here looking for the difference between Profile Enrichment and Deep Profile Enrichment, the answer is that there is no longer a difference: the two-tier split has been retired. There is one Profile Enrichment now, and everything that used to sit in the upper tier, the narrative profile summary, the company highlights and buying triggers, the employee map and the warm connection paths, is simply part of it.
That leaves a simpler picture. A profile in Bread & Butter is two things joined together: the User Journey, recorded from the very first visit, and Profile Enrichment, researched the moment an email address arrives.
In short: There are no longer two enrichment tiers. Every profile is the User Journey, recorded from the first visit, plus Profile Enrichment, which researches the person and their company as soon as an email arrives and runs again whenever that lead returns to your site.
What the User Journey records
The User Journey starts on the first visit, before anyone has told you anything about themselves. It records every page viewed, the source and campaign that brought the visit in, each return visit and the gaps between them.
One tracking code covers as many web properties as you run, so someone moving between your sites stays a single profile with a single journey instead of splitting into separate records you would have to piece together later.
By the time an email address arrives, the journey is already sitting there waiting for it. That is why a new lead in Bread & Butter does not start as a blank record: it starts as a history of everything that person read before they were willing to tell you their name.
What Profile Enrichment researches
Profile Enrichment runs the moment an email address is captured. AI research agents take the address and cross-reference it against corporate databases, professional networks and the open internet, then build the profile out around it.
The person
- Email address, validated through a multi-step check as a deliverable account before it is recorded
- First and last name, worked out from their professional footprint even when no name was entered at capture
- Current role or position, with seniority level, which is what lead routing keys off
- Location and local city events, which gives a rep a better opening than the weather
- Profile summary, a narrative account of their professional background rather than a list of fields
- Profile highlights, meaning specific milestones such as authored articles, awards or speaking engagements
The company
- Company summary, a high-level overview of the organization
- Company social accounts, with direct links to the corporate LinkedIn and X (Twitter) profiles
- Company highlights, covering buying triggers and organizational milestones
- Company recent news, from ongoing monitoring of the company's presence in the press
- Company events, including webinars, product launches, conferences, awards and industry recognition
- Company employees, a map of internal stakeholders so your rep can see who else might be a champion
- Potential connections, the warm paths into the account through shared professional circles
There is no upgrade step and no second tier to buy into. Every enriched profile gets the full picture.
The research re-runs on a return visit
Enrichment is not a snapshot frozen on the day of capture. When a lead comes back to your website, the research runs again against the same profile.
This matters because the facts move. People get promoted, change employers, and end up at companies that have just raised a round or shipped something. A lead who first appeared eighteen months ago and has just returned is not the same prospect as the one in your original record, and the profile your rep opens reflects the current version rather than the historical one.
A return visit is also the moment the information is worth the most. It is the clearest signal you get that an account has gone live again, which is exactly when a rep needs the research to be current.
Where the results show up
The enriched profile sits on the lead's record next to the User Journey, so the research and the behaviour are read together rather than in two different places.
From there it feeds the surfaces your team works in. The Intelligence Brief is the per-lead write-up a rep reads before making contact. The Intelligence Stream is the running feed of what is happening across your leads. The Nurture Action Queue prioritizes the Engaged Leads worth acting on, and enrichment details are available as selectable items inside Nurture drafts so a rep can pull a specific highlight or news item straight into a message.
For industries that will not accept anyone emailing on a rep's behalf, the Intelligence Brief carries the first draft and the rep sends it from their own CRM.
Who owns what
Your User Journey, and the first-party data about how people behave on your own website, belongs to you. We do not resell it.
The enrichment profile is a different thing. It is researched from corporate databases, professional networks and the open internet, so it is not your data. You get the benefit of that research on every lead you capture, and it travels with the profile inside Bread & Butter, but the underlying profile is not yours to own.