Glossary
Waterfall enrichment
Waterfall enrichment queries several data providers in sequence for the same field, such as a work email or phone number, and stops at the first verified result. It finds data for more contacts than any single provider covers.
What Is Waterfall Enrichment?
In short Every data provider has gaps, and the gaps differ by region, industry and seniority.
A waterfall asks provider A for, say, a work email. If A has none, or its answer fails verification, the request falls through to B, then C. Clay describes it as searching across multiple tools in sequence until one returns a valid match.
Because the waterfall stops at the first good answer, you pay for one result per contact instead of buying every provider's data for every row. Order matters: Clay's course suggests querying providers in sequence starting with the most cost-effective one.
Waterfall Enrichment Example
Example: a list of 1,000 contacts. Provider A returns verified emails for 550. The other 450 go to provider B, which finds 180. Provider C finds 70 of the last 270. The waterfall ends with 800 verified emails, 80% coverage, against 55% from provider A alone.
Waterfall Enrichment in Practice
Verification is what makes it work. A waterfall that accepts any answer just collects more bad addresses, so check each result before it counts. Track each provider's hit rate too: a step that rarely finds anything new adds cost without adding coverage.
FAQ
What is waterfall enrichment?
A way to fill in contact data by asking several providers in order and stopping at the first verified answer. Clay defines it as searching sequentially across multiple tools until you find a valid match.
Why use a waterfall instead of one data provider?
No provider covers everyone, and their gaps differ. Chaining providers finds data for more contacts than any one of them, and because the waterfall stops at the first hit, you pay for one result per contact.
Do you pay for every provider in a waterfall?
Usually not. Clay, for example, charges only for the provider that finds a match, refunds credits when a provider returns nothing and moves to the next one. Check how each tool bills, since some providers charge per lookup.
In what order should providers run?
Start with the provider that is cheapest or most accurate for your market, then add broader ones. Measure each step's hit rate and drop steps that rarely find anything new.
Does waterfall enrichment verify emails?
Only if a verification step is part of it. Clay's work email waterfall, for example, accepts an email only when the validation provider confirms it as valid, if validation is turned on.
Do This in Ken
Do This in Ken
Ken Search checks its own database first, then queries other email sources and runs each result through several verification checks in sequence. You pay 1 credit only for a valid email.
- Module
- Ken Search
- Open in Ken
- /features
The new Ken opens to the waiting list in batches.
Related
- GTM Glossary
Every GTM term, grouped by topic.
- Data enrichment
- Email verification
- Catch-all email
- Technographics
- Intent data
- Ken
Sources
| Source | Checked |
|---|---|
| Clay: Waterfall enrichment | |
| Clay University: Enrich people (waterfalls) | |
| Clay Docs: Work email waterfall |
Changelog
- Page published.