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waterfall-enrichment.md

waterfall-enrichment-md.md

Waterfall Enrichment

Concept

The waterfall chains multiple enrichment providers sequentially. If the first provider doesn't find the data, the next one takes over. Access to 150+ databases.

Benefits:

  • Maximizes coverage (typically triples it)
  • Optimizes costs (stops as soon as data is found)
  • Improves data quality
  • Credits refunded if no data found

How It Works

  1. Provider 1 searches → Found? Stop. Not found? Next.
  2. Continue until data found or all providers exhausted
  3. Automatic validation built-in (ZeroBounce by default)

Recommended Inputs

  • Primary: Company Domain
  • Improves precision: Personal Social Profile URLs
  • Fallback: Full Name + Company Name

Setup Step-by-Step

1. Add the enrichment

  • Click "Add enrichment"
  • Search "Work Email" (or other)

2. Configure the sequence

  • Under Waterfalls, select the waterfall
  • Reorder, add, or remove providers
  • Toggle switch to skip a specific provider

3. Select input columns

  • Main input: Company Domain
  • Ideal: Personal Social Profile URLs (improves precision)
  • Fallback: Full Name + Company Name or Full Name + Personal Email

4. Choose validation settings

  • Default: ZeroBounce
  • Other validators available

5. Execution

  • Clay dynamically passes through the waterfall
  • If a provider finds a valid email → stop
  • If no email found → credits refunded, move to next provider
  • Continue until email found or all providers exhausted

Example: Find Work Email (Enterprise Waterfall)

Provider 1: LeadMagic (2 credits) → Found? STOP
     ↓ Not found
Provider 2: Prospeo (2 credits) → Found? STOP
     ↓ Not found
Provider 3: Hunter (2 credits) → Found? STOP
     ↓ Not found
Provider 4: Apollo (3 credits) → Found? STOP
     ↓ Not found
Provider 5: RocketReach (3 credits) → Found? STOP
     ↓ Not found
Provider 6: FindyMail (2 credits) → STOP (no email found)

Cost if found at Provider 4: 2+2+2+3 = 9 credits (not 14)

Key insight: You only pay for providers used, not all of them.

Coverage Comparison

  • Single email finder = ~40% coverage
  • Waterfall = 85%+ coverage

Conditional Runs (Save Credits)

  1. Add a new enrichment
  2. Click "Run Settings" → "Conditional Run"
  3. Use AI to generate a formula
  4. Example: "Only run if existing email field is blank"

Custom Waterfall

You can create your own combinations of integrations to maximize quality and coverage.

Enrichment Providers (296+ integrations)

Email Discovery: Hunter, Prospeo, Apollo.io, RocketReach, FindyMail, LeadMagic, DropContact, Icypeas, Nimbler, Mixrank, Wiza, FullEnrich

Company Research: Apollo.io, Clearbit, PredictLeads, Harmonic.ai

Email Validation: NeverBounce, Debounce, Enrichley, Zero Bounce, FindyMail, LeadMagic

Location & Local Business: Google Maps, Yelp, Mapbox, Lob

Web Scraping: Bright Data, Zenrows, Apify, PhantomBuster, Clay Scrapers

Database & Webhooks: Postgres, Snowflake, Airtable, Coda, Google Sheets, Zapier, n8n

Intent & Signals: Common Room, Teamfluence, Midbound