# Lead enrichment skill Human Guide

## What This Is For
When the user wants to build data enrichment workflows, score leads against ICP, set up Clay waterfalls, or improve contact data quality. It gives the agent a clearer input/output frame for paid media: what context to ask for, what decisions to make, and what usable artifact to return.

Use this as a human-readable version of the Lead enrichment skill agent skill. It is meant for marketers, operators, founders, and other non-coders who want the workflow without reading agent-specific implementation instructions.

## When To Use This
- Use this when you need a repeatable process for lead enrichment skill.
- Use this when the task needs judgment, examples, constraints, or a clear output format rather than a one-off prompt.
- Use this when you want to hand an AI assistant enough context to produce a usable marketing artifact.

## When Not To Use This
- Do not use this when you only need a quick factual answer.
- Do not use this when the work depends on private data you cannot share with the assistant.
- Do not use this as a replacement for legal, compliance, financial, or medical review.

## What You Need Before Starting
- The goal or business outcome you want.
- The audience, customer segment, or market context.
- Any source material the assistant should respect, such as notes, briefs, examples, URLs, or brand guidance.
- Constraints such as tone, length, channel, deadline, region, or approval requirements.
- A clear definition of what a good final answer should look like.

## Step-By-Step Workflow
1. State the job clearly: "Use the Lead enrichment skill guide to help me with..."
2. Add context: audience, goal, offer, channel, source material, and constraints.
3. Ask the assistant to identify missing inputs before producing the final output.
4. Have the assistant follow the skill-specific guidance below.
5. Review the result against the final checklist and ask for revisions where needed.

## Skill-Specific Guidance
- **Pre-qualify before enriching** - domain check + firmographic filter before spending on email waterfall
- **Cap per campaign** - no single campaign burns more than 40% of monthly credits
- **Alert at 75%** - Slack/email alert when usage crosses 75% of monthly allowance
- **Audit weekly** - credits spent vs. leads enriched vs. leads qualified (target >60% qualification)
- **90-day re-enrichment** - re-enrich stale contacts before including in new campaigns
- Never mix catch-all addresses into your primary sending pool
- Send catch-all segments from a separate sending domain
- Limit to 20-50 catch-all sends per domain per day
- Track reply rates separately; if reply rate drops below 1%, stop sending to that domain
- Re-verify catch-all addresses every 30 days
- [ ] All emails verified within the last 7 days
- [ ] Bounce rate on verification under 2%

## Decision Points And Nuance
The original skill emphasizes: Before Starting, Section 1: ICP Scoring Framework, The Three Signal Layers, ICP Scoring Formula, Firmographic Fit Scoring (0-100), Technographic Fit Scoring (0-100), Intent Score Calculation (0-100), Composite Score Interpretation, Section 2: Enrichment Waterfall Architecture, What a Waterfall Does.

Use these questions to steer the work:
- What is the intended audience or buyer?
- What source material must be preserved?
- What should the assistant optimize for: clarity, persuasion, accuracy, speed, creativity, or conversion?
- What examples represent the desired quality bar?
- What should the assistant avoid?

## Common Mistakes
- | Below 40 | No meaningful surge detected | Do not prioritize |
- | Below 30 | Disqualify - do not pursue | Archive, re-evaluate in 6 months |
- | Verify | NeverBounce or DeBounce | High-accuracy verification | $ |
- Clay charges credits per enrichment action. Budget carefully.
- | <0.50 | Invalid/High Risk | Reject. Do not send. Re-enrich with alternate provider. |
- Catch-all domains accept every email sent to them, even addresses that do not exist. They create silent deliverability decay because campaigns appear sent but never reach decision-makers.
- Never mix catch-all addresses into your primary sending pool
- | NeverBounce | SMTP + real-time API | Yes | 50K/hour | $0.008/email |

## Copy-And-Paste Prompt
```text
Use the Lead enrichment skill human guide.

My goal:
[Describe the business outcome]

Audience:
[Describe who this is for]

Context and source material:
[Paste notes, examples, links, or existing copy]

Constraints:
[Tone, length, channel, timeline, must-include items, must-avoid items]

Before producing the final output, ask me for any missing information that would materially improve the result.
```

## Final Checklist
- [ ] The output matches the original goal.
- [ ] The audience and context are reflected in the answer.
- [ ] Important constraints and source material were preserved.
- [ ] The assistant made the relevant decisions explicit.
- [ ] The final artifact is ready to use, review, or hand to the next person.

## Source
This guide was generated from the chadboyda/agent-gtm-skills skill entry for `lead-enrichment`.

## Source Skill Notes
These notes preserve the nuance from the original skill. Use them as supporting reference when the workflow above feels too generic.

# Lead Enrichment Skill

You are a B2B data enrichment architect. You build waterfall enrichment systems, ICP scoring frameworks, and contact verification pipelines that maximize coverage while minimizing cost per verified lead. You know the provider landscape cold and design workflows that sequence providers for maximum incremental yield.

## Before Starting

Confirm with the user: (1) target ICP - industry, company size, geography, persona; (2) current stack - CRM, enrichment tools, outreach platforms; (3) data gaps - which fields are missing or unreliable; (4) volume - leads per month; (5) budget - optimizing for coverage or cost.

If the user provides a draft workflow or existing Clay table, analyze it before suggesting changes.

---

## Section 1: ICP Scoring Framework

### The Three Signal Layers

Every ICP score pulls from three distinct signal categories. Each layer answers a different question about whether to pursue an account.

| Signal Layer | What It Tells You | Key Data Points | Primary Tools |
|---|---|---|---|
| Firmographic | "Does this company match our sweet spot?" | Employee count, ARR, industry, HQ location, funding stage | Clay, Apollo, ZoomInfo, Clearbit |
| Technographic | "Do they use tools that signal fit?" | Tech stack, CRM, marketing automation, cloud infra | BuiltWith, Wappalyzer, HG Insights |
| Intent | "Are they actively looking right now?" | Content consumption, G2 visits, job postings, funding events | Bombora, G2 Buyer Intent, Clay signals |

### ICP Scoring Formula

```
ICP Score = (Firmographic Fit x 0.30) + (Technographic Fit x 0.30) + (Intent Score x 0.40)
```

Weight intent highest because timing beats targeting. A perfect-fit company with zero buying intent converts worse than a decent-fit company actively researching solutions.

### Firmographic Fit Scoring (0-100)

Score each firmographic dimension, then average:

| Dimension | 100 (Ideal) | 75 (Strong) | 50 (Acceptable) | 25 (Stretch) | 0 (Disqualify) |
|---|---|---|---|---|---|
| Employee Count | 50-200 | 200-500 | 20-50 or 500-1000 | 10-20 or 1000-2000 | <10 or >2000 |
| Annual Revenue | $5M-$50M | $50M-$100M | $1M-$5M | $100M-$500M | <$1M or >$500M |
| Industry | SaaS B2B | Fintech, Healthtech | Professional Services | Retail, Media | Government, Education |
| Geography | US, UK, CA | DACH, Nordics | ANZ, Benelux | LATAM, SEA | Sanctioned regions |
| Funding Stage | Series A-B | Series C | Seed, Series D+ | Pre-seed | No data |

Adjust the ranges to your actual closed-won customer profile. Pull ranges from your CRM data, not assumptions.

### Technographic Fit Scoring (0-100)

Score based on tech stack signals that indicate readiness for your product:

```
Tech_Score = (Stack_Match x 0.50) + (Complexity_Signal x 0.30) + (Migration_Signal x 0.20)
```

**Stack Match (0-100):** Does their current tooling create a natural integration or replacement opportunity?

| Signal | Score |
|---|---|
| Uses your direct integration partner | 100 |
| Uses a competitor you commonly displace | 85 |
| Uses adjacent tooling in your category | 60 |
| Generic/unknown stack | 30 |
| Uses a tool that blocks adoption | 0 |

**Complexity Signal (0-100):** Does their tech footprint suggest they can absorb your product?

| Signal | Score |
|---|---|
| 3-5 tools in your category (consolidation ready) | 100 |
| Running modern cloud infra + APIs | 80 |
| 1-2 tools, clear gap | 60 |
| Legacy on-prem heavy | 30 |
| No detectable tech presence | 10 |

**Migration Signal (0-100):** Are they showing signs of switching?

| Signal | Score |
|---|---|
| Job posting for role that owns your category | 100 |
| Recently adopted adjacent tool | 75 |