How to enrich leads automatically (B2B)

Formaloo’s Lead enrichment allows you to automatically complete your B2B form submissions with additional company data after a user submits the form.

Instead of asking users to manually provide details such as company size, industry, revenue, or ranking, Formaloo can retrieve that information for you using a business Email or Website field. When a user submits the form, Formaloo securely connects to a trusted data provider, retrieves available company information, and updates the record inside your Responses table.

This allows you to keep your forms short and simple while still collecting structured company-level data in the background.

What you can build with Lead enrichment

Lead enrichment works with any B2B lead-focused form, including:

Lead generation forms
Contact forms
Demo request forms
Qualification forms
Automated lead scoring forms

Instead of building long forms that ask users to complete every company detail manually, you can collect only essential information such as Email or Website and let enrichment complete the rest automatically.

You can then use the enriched fields to calculate scores, update a status field, trigger notifications, or route leads to the right team.

💡 If you’d like to start from a ready-made structure, you can explore lead-focused templates in the Formaloo Template Gallery.

How enrichment works

Lead enrichment runs automatically in the background.

First, a user submits the form. Formaloo sends the selected Source field (Email or Website) to the enrichment provider. The enrichment process runs asynchronously, meaning the submission is saved immediately without delay. After a short moment, the record is updated in your data block, and enriched fields appear in your Responses table.

If a specific field remains empty after enrichment, it means no valid data was available for that attribute.

ℹ️ Submissions are saved instantly, and enrichment may take a short time before enriched fields appear in the Responses table. Note that only new submissions collected after enabling and saving the integration will be enriched.

How to set up Lead enrichment

Step 1: Install the app

Go to App Store, find Lead enrichment (Beta), and click Add.
The status will show as Installed.

Step 2: Add a new integration

Open Lead enrichment and go to Add new integration.

You will see three fields:

Formaloo base
Source field
Save

Step 3: Select the form (Formaloo base)

Under Formaloo base, choose the form you want to enrich. Enrichment is enabled per form, so you control exactly where it applies.

Step 4: Select the Source field

Under Source field, choose the field that contains either:

An Email field (for business emails), or
A Website field.

For B2B enrichment, business emails (for example, [email protected]) return company-level data. Website domains can also return company information.

ℹ️ Make sure your form contains at least one Email or Website field before setting up enrichment. You can quickly generate a form using Magic Create and include the required fields before mapping.
🔗 Learn more: How to create any form using magic create in Formaloo

Step 5: Map enriched data to your fields

After selecting the form and source field, map enrichment attributes to your existing form fields.

For example, if your form includes fields such as Company Name, Company Size, Revenue, and Industry, you can map:

company_name → Company Name
company_employee_count → Company Size
company_revenue_numeric → Revenue
company_primary_industry → Industry

Click Save. The integration will now appear under Active integrations.

ℹ️ If you do not want enriched data visible to users, edit the mapped fields in your form and set them to Admin only. The fields will not appear on the form but will remain visible in the Responses table.
🔗 Learn more: What are admin-only fields and how they help

Step 6: Submit the form and review enriched data

Once your integration is saved, submit your form using a business Email or Website.

The submission will appear immediately in your Responses table (data block). After a short moment, the enriched company fields will populate in the same row.

If a mapped field remains empty, it means no valid data was available for that specific attribute.

You can now review the enriched data and manually update the record if needed.

⚠️ Enrichment runs asynchronously. The form submission is saved first, and enriched data appears shortly after in the table. Only new submissions collected after saving the integration will be enriched.

Available B2B enrichment fields

When enriching business Emails or Websites, the following fields may be returned:

Field	Description
first_name	First name
last_name	Last name
phone	Direct phone
job_title	Job title
job_function	Department/role
company_name	Company name
company_description_list	Company overview
company_phone	Company phone
company_country	Country
company_continent	Continent
company_sic_codes	SIC industry codes
company_naics_codes	NAICS industry codes
company_revenue	Revenue (formatted)
company_revenue_numeric	Revenue (numeric)
company_employee_count	Employee count
company_type	Public, private, etc.
company_ranking	Global/local ranking
company_primary_industry	Primary industry
company_revenue_range	Revenue range
company_employee_range	Employee range

If enrichment does not return a value, the mapped field remains empty.

Using enrichment for lead scoring

Lead enrichment fills extra company fields in your Responses table. To use those enriched values for scoring or routing, you can set up On update logic, which runs when you manually update a record (for example, changing a Status field).

A common approach is to add a numeric field such as Lead score and a single-choice field such as Lead status (Hot / Warm / Cold). Then, when you review a lead and update the record (for example, set Status to “Reviewed” or “Qualified”), your On update rules can calculate the score and set the right lead status using the enriched fields.

For example, your scoring rules can look like this:

If company_employee_count is greater than 100, add 10 points.
If company_revenue_numeric is greater than 10,000,000, add 15 points.
If job_title contains “Founder”, add 20 points.

You can then map the final score to a status:

If Lead score is greater than 50 → Set Lead status to Hot.
If Lead score is between 20 and 50 → Set Lead status to Warm.
If Lead score is below 20 → Set Lead status to Cold.

FAQ

Why does enriched data appear after submission?
Enrichment runs asynchronously. The form submission is saved immediately, and enriched fields are updated shortly after in the Responses table.
Are all leads enriched?
No. Match rates depend on industry, company visibility, and data availability. If no match is found, mapped fields remain empty.
Are old submissions enriched?
No. Only new submissions collected after saving the integration are enriched. Existing records are not updated automatically.
What if my form has multiple Email fields?
You must select the correct Email field in Source field during setup. Only the selected field will be used for enrichment.
Does enrichment change my form UI?
No. Enrichment happens server-side. Users do not see the enrichment process unless you make enriched fields visible.
What about privacy?
When enabled, Email addresses or Website domains are shared with a third-party enrichment provider. You are responsible for notifying users if required and ensuring compliance with local regulations such as GDPR.

You’re all set
Lead enrichment is now connected to your form. From this point forward, every new submission that includes your selected Email or Website field will be saved first and then enriched with available company data in your Responses table.
You can review the enriched fields, keep them internal using Admin-only visibility if needed, and apply your own review process or On update logic when updating records.
With Lead enrichment enabled, your forms stay simple for users, while your data becomes more structured and actionable behind the scenes.