Data enrichment
Completing CRM records with information they're missing, from the CRM itself or from external sources.
Enrichment fills empty fields such as a job title, an industry, a company size or a LinkedIn profile. The first source is often the CRM itself: a domain read from the website, a company name from an associated company, a value from a duplicate record.
External sources, such as LinkedIn profiles and company pages, then cover what the CRM doesn't know. A good enrichment process never overwrites a value someone entered without asking.