# Enrichment



Enrichment runs on capture and keeps running after it: the account lookup
carries on once the person has submitted, and new identity on an existing record
gives it more to work with.

## What Gets Resolved [#what-gets-resolved]

| From                       | Fields                                                                                                       |
| -------------------------- | ------------------------------------------------------------------------------------------------------------ |
| **The email**              | First and last name, job title, LinkedIn URL, phone, profile picture                                         |
| **The domain**             | Company name, industry, employee count, annual revenue                                                       |
| **The account, over time** | Funding, hiring and public launches, attached with the source they came from and surfaced as `latest_signal` |

Company fields come off the email domain, which is why a work address is worth
far more than a personal one.

## When a Field Is Empty [#when-a-field-is-empty]

Three common causes:

| Cause                              | What it means                                                                                                                                            |
| ---------------------------------- | -------------------------------------------------------------------------------------------------------------------------------------------------------- |
| **Free-provider email**            | `gmail.com` has no company domain to resolve. Ask for a company domain in the form.                                                                      |
| **Very small or very new company** | Nothing published yet. The record is correct; the world is thin.                                                                                         |
| **No coverage for that field**     | If one source is empty on a field, another can still write it, so a blank cell usually means every source was empty rather than that lookup was skipped. |

<Tip>
  Before adding a required "Company size" question, check how often enrichment
  already fills it. Asking for what you can resolve is a top cause of avoidable
  drop-off. See [Form analytics](/platform/forms/analytics).
</Tip>

## Your Own Enrichment Providers [#your-own-enrichment-providers]

If you already pay for Apollo, ZoomInfo, Hunter or Lusha, all four are live.
Connecting one adds a source that can fill a field the others left blank. The
[integrations directory](/platform/integrations) lists what is live and what is
still coming.

<Info>
  Surface does not publish which source wins when two of them return different
  values for the same field, so do not assume a precedence order (typed answer,
  then your provider, then Surface). If a field matters enough to build on, check
  what landed on a real record and ask your FDE how your workspace is configured.
</Info>

## Enrichment and Your CRM [#enrichment-and-your-crm]

Enriched fields land on the lead record first. Getting them into HubSpot,
Salesforce or Zoho is
[System Agents](/platform/system-agents/crm-agents)' job, on the instructions
you give them.