What is Profile Enrichment, and what does it find?
Profile Enrichment starts from very little, often just an email address, and comes back with a picture of the person and the company they work for. This article covers what it looks for and where each piece of it lands in your dashboard.
In short: Enrichment researches two subjects, the person and their company, and it runs as soon as a verified email address arrives. What it finds is spread across five tabs on the profile: the Intelligence Brief, Profile Summary, Company Summary, Location Summary and User Journey Summary. The first four come from research; the User Journey tab is the behaviour recorded on your own site. The Intelligence Brief is also the piece that travels, pushing to your CRM when the session closes, and the whole thing is re-researched when a known lead comes back, so what your rep reads reflects where that person is today rather than where they were the first time they visited.
What enrichment researches
The person. First and last name, current role and job title, professional history, promotions, publications, awards, skills, and the personal touchpoints that make a first message sound like it was written by a human, such as hobbies and volunteer work.
The company. The organisation itself, its industry, its market position, what it sells, the year it was founded, funding, launches, donations, leadership and recent news.
The two halves answer different questions. The person tells your rep who they are speaking to. The company tells them whether this is an account worth the call, and gives them something current to open with.
Where you see it on the profile
Five tabs sit on every profile, and each one holds a different cut of the same research.
- Intelligence Brief. The condensed version of everything below, written so a rep can read it in under a minute. This is the tab that matters on a busy morning, and it is the one that gets pushed to your CRM.
- Profile Summary. A written overview of the individual, drawing professional context from across the web and from LinkedIn.
- Company Summary. A consolidated view of the organisation: operations, industry, market position and people.
- Location Summary. Where the lead browsed from, including local events and news, which is what makes a genuinely local opener possible.
- User Journey Summary. A narrative account connecting the sessions and touchpoints on your own site, shaped by engagement scores and Focused Score.
The Profile, Company and Location tabs come from research. The User Journey tab is different: it is the record of what happened on your website, and it exists from the first visit whether or not you know who the visitor is yet.
The Intelligence Brief in your CRM
The Brief is not only something you read inside Bread & Butter. It pushes automatically to Salesforce, HubSpot or Pipedrive when the session closes, and it can also be delivered to Slack, by email, through Zapier or to a webhook.
That timing matters. The Brief fires when the session closes rather than at the moment the email address arrives, so it is never generated with empty summaries in it. Which destinations your plan can send it to is set out in the integrations overview.
It refreshes when they come back
Enrichment is live research, not a database lookup against a static record.
When a known lead returns, the research runs again. Roles change, people move companies, the local news moves on, and the refreshed Brief leads with what is new. The refresh also updates the record in your CRM, which is often how a rep discovers that a lead they had written off is back on your pricing page with a new job title.
Why a section might be empty
An empty section means the research ran and came back with nothing it could stand behind. Either the information does not exist in any source it can reach, or what it found was too thin to be confident about.
The engine returns nothing rather than a guess. An empty Company Summary is a deliberate answer, not a failure, and it is far less costly than a rep opening a call with something invented.
A note on accuracy
The research engine works from live sources across the open web, and it is not flawless. It can pick up an outdated page or misread context, particularly for common names or companies that share a name with something larger.
Reps should read what is there before sending anything. The Brief is there to remove twenty minutes of research from every call, not to remove the judgement of the person making it.