CRM data enrichment that keeps working after the import finishes

Most CRM data enrichment is a project. You buy credits, run a batch, watch the fill rate improve, and by the next quarter the decay has quietly eaten the gain. B2B contact data degrades 2.1% every month, which compounds to 22.5% a year.

TAMI reads company websites continuously and re-verifies contacts as they change. When someone gets promoted, moves company, or leaves, the record updates and an alert reaches your CRM, rather than the change surfacing when a sequence bounces.

Under 5% bounce. 95% deliverability. Refreshed continuously, not quarterly.

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No card needed. Run a sample of your records through and see what comes back changed.

Your CRM looks clean. That is the problem.

Decayed records don't announce themselves. They sit in the database looking exactly like good ones, get pulled into campaigns, and surface as a bounce, a wrong number, or a meeting with someone who left in March.

TAMI contact alerts showing verified UK B2B contacts with confirmed emails and real-time job-change notifications

What is CRM data enrichment?

CRM data enrichment is the process of filling gaps and correcting errors in the records you already hold, using an external data source. It adds missing fields such as job title, direct dial, or technology stack, updates details that have changed, and flags records no longer worth keeping.

The distinction that matters is timing. Batch enrichment improves your fill rate on the day, then starts decaying. Continuous enrichment monitors the records and updates them as the underlying facts change. The first is a clean-up. The second is maintenance, and only one of them holds.

Why enriched CRMs go stale again within a quarter

Three failures, all of them invisible until something bounces.

Enrichment ran once

A batch job fixes the database as it stood that morning. At 2.1% monthly decay, roughly one record in eight is wrong again within six months. TAMI re-verifies continuously, so the correction never stops running.

Job moves went unflagged

The single biggest source of decay is people changing roles. A record with a valid-looking email for someone who left is worse than a blank field, because nothing signals it needs attention. TAMI pushes contact changes into your CRM as alerts.

Dead companies stayed in

Enrichment tools fill fields. Very few remove records. Businesses that stopped trading keep inflating your counts and pulling into campaigns. TAMI reads live websites, so inactive companies are identified rather than enriched.

Enrich once and you have a good week. Enrich continuously and the database stops depreciating.

TAMI reads live web signals, so records correct themselves.

BUILT FOR MAINTENANCE

A CRM IS A DEPRECIATING ASSET

Even a good CRM loses 2.1% of its accuracy every month, whether or not anyone is watching.

TAMI monitors the companies and contacts already in your CRM and corrects them as they change, so accuracy holds instead of sliding between clean-ups.
TAMI real-time notifications showing UK contact changes, new hires and company moves

The cost never appears as a line item. It shows up as reps researching instead of calling, campaigns underperforming inexplicably, and forecasts built on bad inputs.

Upload a sample of your CRM and see how much of it has already changed. Free.

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FEEDBACK

WHAT OUR CLIENTS THINK OF TAMI AI

  • With TAMI, we can find valuable insights into target companies fast and accurately. It's a great tool for sales teams looking to increase their revenue.
    Foteini T
    Sales Manager
  • Our company already has a big market share in the domain of online payments and we couldn't find new leads using the existing tools. With TAMI, within two days, I found more than 40 new leads from companies I'd never heard of before. A real eye-opener!
    Chun Kay T
    Sales Lead
  • One of the best tools for qualifying and identifying companies that aren't found in other databases. Excellent for cross referencing with other tools. Strong tech information too.
    Ariana J
    Account Development Representative
  • TAMI gives us access to rich customer data, verified and reliable, to maximise the chance of successfully reaching our target customers. Our teams like the prebuilt integrations with major CRM platforms and the excellent support we receive from the TAMI team. [TAMI is] an essential tool in our email marketing campaigns.
    Ben J
    CCO
  • We’ve had an excellent experience with TAMI as our go-to lead source for all eCommerce merchant leads. The UI is very intuitive and it's easy to download leads segmented by vertical market, geography, revenue, etc.
    Tim H
    CEO

What TAMI adds to a record, by industry

Six verticals our customers count most, and what the data shows in each.

Our European patent for merchant detection makes the payments, checkout and cross-border fields possible. On one UK martech engagement, enriched records held 95% deliverability against providers running above 20% bounce.

Three questions your CRM can't answer about itself

One

How many of our contacts have changed jobs or left since the record was created?

Two

Which companies in our database have stopped trading, and how many campaigns still include them?

Three

What percentage of our records are missing the one field that would make them workable?

Not a clean-up. A maintenance cycle.

Every answer comes back as a count, a corrected record set, and a change feed into your CRM, so the fix arrives continuously rather than as another project.

What TAMI adds to a record

CRM data enrichment usually means filling in a job title. Here's the full field set that TAMI provides.

✓

Verified email and direct dial

Checked at inbox level, not generated from a name pattern.

✓

Current role and seniority

Re-verified continuously, with job moves flagged as they happen.

✓

Technology stack

eCommerce platform, martech, hosting, analytics and banking provider.

✓

Payments and merchant data

Processor, payment methods, BNPL and verified trading status.

✓

Shipping and cross-border

Carriers used and destination corridors served.

✓

Trading status

Live businesses separated from dormant ones, so dead records leave the database.

Every field arrives where you already work.

Every field arrives in the CRM you already use, deduplicated on import, with no development work to set up.

TAMI AI

WE WATCH THE SOURCE, NOT THE SNAPSHOT

Most enrichment compares your record against a database that was itself assembled months ago, which means you inherit somebody else's decay. TAMI reads the live website, so the update reflects what the company looks like today rather than what a vendor recorded last quarter.

Try TAMI for free See case studies

458M+

CONTACTS

REAL TIME

REFRESH

CRM CONTACT ALERTS

What comes back when you enrich with TAMI

Not a one-off file of appended columns. Six things, all continuous.

  • Filled gaps Missing fields completed across contact and company records.
  • Corrected records Details that changed since import, updated rather than duplicated.
  • Job change alerts Notifications when a contact is promoted, joins or leaves, pushed to your CRM.
  • Dead record flags Contacts who have moved on and companies that stopped trading, identified.
  • New fields you didn't have Technology, payments, shipping and merchant data appended to existing accounts.
  • Deduplication on import Matched against what you hold, so enrichment doesn't create a second problem.

Is CRM data enrichment GDPR compliant in the UK?

Yes, when the source is documented. Enriching a record is processing personal data, so you need a lawful basis, usually legitimate interests, plus transparency about where the data came from. TAMI doesn't resell databases, so provenance is traceable, and all UK and EU data carries documented lawful basis and managed suppression.

UK GDPR PECR ICO Registered FSQS Registered

How TAMI compares on CRM data enrichment

Two platforms UK teams evaluate alongside us, and what each does best.

Breeze Intelligence Dun & Bradstreet TAMI
Enrichment cadence On credit spend Scheduled refresh Continuous
Source of truth Aggregated database Registers, filings, public records Live company websites
Job change alerts Limited No Pushed to your CRM
Trading status detection No Credit and risk signals From the live site
Technology stack fields Partial Partial Full stack
Payments and BNPL data No No Patented merchant detection
Shipping and carrier data No No Yes
Works outside one CRM HubSpot only Yes Yes
Self-serve free tier Requires paid HubSpot No Yes

How to run CRM data enrichment properly, in six steps

1

Measure the decay before you fix it

Sample a few hundred records and count what's changed. Upload that sample to TAMI and the comparison comes back as your baseline.

2

Deduplicate before you enrich

Enriching duplicates gives you enriched duplicates. TAMI matches against existing records on import, so the fill rate you report is real.

3

Fix the fields that block action

Verified email, direct dial and current role decide whether a record is workable. TAMI verifies all three at inbox level.

4

Remove, don't just fill

Departed contacts and dead companies should leave the database. TAMI reads live websites, so both are flagged rather than quietly enriched.

5

Set up the change feed

The value is in what happens next. TAMI pushes promotions, arrivals and departures into your CRM as they happen.

6

Measure again next quarter

Compare fill rate, bounce rate and change volume against your baseline. Saved definitions in TAMI make that a rerun, not a project.

CRM data enrichment isn't a fill rate. It's whether the record is still true on the day a rep opens it. Fill rate is measured once. Accuracy has to be maintained.

BETTER DECISIONS

WHAT TEAMS DO WITH IT

TAMI FOR REVOPS
  • Fill gaps across existing accounts and contacts
  • Deduplicate on import rather than after
  • Flag contacts who have left or moved
  • Remove companies that stopped trading
  • Report a fill rate that survives an audit
TAMI FOR SALES AND MARKETING
  • Stop sequences breaking on job changes
  • Protect sender reputation with verified emails
  • Segment existing accounts by technology or payments
  • Open with something current rather than something filed
  • Spend research time on selling instead

Every stale record costs a rep time and a campaign reach. See how many of yours have already gone bad.

Try TAMI for free
ALREADY CONNECTED

ENRICHMENT THAT ARRIVES WHERE YOU WORK

Records sync directly into Salesforce, HubSpot, Pipedrive, Close, Mailchimp, Salesloft, Zoho and webCRM, deduplicated against what you already hold.

  • Changes then keep flowing rather than requiring another export, so a promotion or a job move updates the record instead of quietly breaking a sequence.
  • Stripe, United States Postal Service, Trustpilot and DHL all use TAMI to keep their data current.

NO CUSTOM DEVS. JUST PLUG IN

With TAMI, building a verified UK contact list takes minutes. Setup is instant. Data starts flowing straight away. Here's what TAMI integrates with:

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FIND MORE LEADS

QUALIFY A COMPANY WITHOUT LEAVING THE TAB

Pull verified contacts, tech stack, payment providers and merchant data from any company site or social profile while you're already looking at it. Export straight to your CRM.

  • Website
  • Facebook
  • Twitter
You can even view & export this data straight into your CRM.
Download Browser Companion

Send us your segment definition and we'll tell you how many UK companies match it, and how many are showing activity this month.

Get your market count

Explore more solutions

Every solution runs on the same UK dataset. Pick the problem you're solving today.

Demand Generation

Build segments tight enough to justify the message, then feed clean lists into email, paid and LinkedIn campaigns.

Fuel your campaigns

B2B Lead Generation

Find UK companies matching your ICP, get verified decision-maker contacts, and push them into your CRM ready to work.

Size your market

B2B Market Intelligence Analysis

Size any UK market by industry, technology, revenue band or region before you commit budget or headcount to it.

Size your market

Customer & Competitor Analysis

See which companies use your competitors, then build switch campaigns around the accounts already paying someone else.

Find competitor customers

Sales Territory Planning

Split the UK market into balanced patches by region, sector and account density, so no rep gets a dead territory.

Plan your patches

B2B Contact Database

Verified emails and direct dials across 36m UK contacts.

Search contacts

Email Campaign Optimization

Protect your sending reputation with lists that keep bounce rates under 5%.

Improve deliverability

Ideal Customer Profiling

Upload your best customers and discover companies that look just like them.

Define your ICP

Market Entry Strategy

Assess markets before investing using real UK company data.

Test a new market

Technographic Data

Target companies by ecommerce platform, cloud provider, payment processor and more.

Coming soon

B2B Intent Analysis

Reach companies while they're hiring, switching vendors or changing technology.

Coming soon

Lookalike Company Targeting

Generate hundreds of companies ranked by similarity to your best customers.

Coming soon

Account Based Marketing

Build buying committees with verified contacts across every decision maker.

Coming soon

Market Segmentation

Prioritise the UK market using firmographics, technology and trading behaviour.

Coming soon

Go-To-Market Strategy

Build GTM plans using live company data instead of assumptions.

Coming soon

Company Data API

Integrate company, contact and technology data directly into your systems.

Coming soon

Frequently asked
questions

1How much does CRM data enrichment cost?
Most providers charge per credit, per record or per seat, which makes budgeting hard when your database changes size. Work out cost per usable record rather than per enrichment, since filled fields that are wrong cost you twice.
2What's the difference between waterfall enrichment and a single provider?
Waterfall enrichment stacks providers so each fills what the last one missed. Match rates improve, but the gains shrink sharply after the second source, and you end up paying several vendors to enrich the same record.
3Should I enrich at import or on a schedule?
Both. Enriching at import stops bad records entering in the first place. Scheduled or continuous enrichment catches the decay that happens afterwards, which is where most of the damage comes from, because records look fine while quietly going wrong.
4How do I calculate the ROI of CRM data enrichment?
Compare rep hours spent researching accounts against the enrichment cost, then add the campaign reach you recover through lower bounce. Most teams find the rep time alone covers it before deliverability is counted at all.
5Why did my enrichment fill rate go up but results stay flat?
Fill rate measures whether a field contains something, not whether that something is true. A database can report 95% completeness while a quarter of those values are outdated, which is why fill rate alone proves very little.
6Can I enrich accounts without touching contact records?
Yes, and it's often the safer place to start. Company-level enrichment adds technology, payments and trading status without processing personal data, which shortens the compliance conversation and gets you segmentation value before legal reviews anything.
7How do I stop enrichment overwriting good data?
Set field-level rules before you run anything. Decide which source wins per field, protect manually verified entries, and never let a bulk job overwrite something a rep confirmed by phone last week. Most tools support this.
8What fields should I enrich first?
The ones blocking action. Verified email, direct dial and current job title decide whether a rep can work the record at all. Firmographics and technology data add targeting value later, but they don't unblock anything today.
9Does CRM data enrichment work for UK companies specifically?
It depends entirely on the provider's UK depth. Many global databases hold thin UK coverage skewed towards enterprises with a US presence. CRM data enrichment UK teams rely on needs real domestic coverage across all four nations.
10How do I know if my CRM data is bad enough to need enrichment?
Check three numbers: bounce rate on your last campaign, the percentage of contacts with no direct dial, and how many records nobody has touched in a year. Any one of them will answer the question.
11 Can enrichment help with duplicate records?
Only if matching runs before data gets written. Enrichment that appends without matching creates more duplicates than it resolves, which is why deduplication has to happen on import rather than as a clean-up project afterwards.
12 What happens to enriched data if I cancel the subscription?
Fields already written into your CRM usually stay, because they are your records. What stops is the correction cycle, so the database starts decaying again from that day at the normal rate of roughly 2.1% monthly.
13How long does a CRM enrichment project take?
Connecting a CRM and running the first pass takes a session. The longer part is agreeing field rules and match logic internally, which is where most enrichment projects actually stall rather than on the technical side.

Stop buying data that starts decaying on arrival

Every record you hold is decaying at 2.1% a month. See how much of yours has already gone, and keep the rest current.

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