How do experienced GTM teams decide which company attributes to enrich before outbound?
Context:
- We're a B2B agency selling a high-ticket service ($XXk/month).
- We already have a strong customer cohort.
- I used a lookalike platform to generate ~900 companies similar to our existing customers.
- The list is already filtered by geography and industry and monthly website visitors, so I'm not starting from scratch.
The next step is enrichment, and this is where I'm stuck.
The business hypotheses I'm trying to answer are roughly:
- Is this company commercially mature enough to buy from us?
- Do they already invest in the SEO channel we're trying to improve?
- Which messaging angle should we use when reaching out?
The issue is that there are hundreds of possible enrichment fields.
Examples:
- Employee count
- Revenue
- Organic traffic
- Monthly website visitors
- Paid search spend
- Paid keywords
- Ranking keywords
- Marketing leadership
- SEO leadership
- Funding
- Hiring
- Tech stack
- etc.
Most of the "obvious" fields also seem fairly noisy.
Revenue estimates differ wildly across providers.
Website traffic is an estimate.
Employee counts vary depending on the source.
Paid ad spend is difficult to measure accurately.
I don't mind working with imperfect data, but I don't know which imperfect data is actually worth paying for.
What I'm trying to avoid is spending money enriching 20+ fields, only to discover that most of them have little predictive value.
So my questions are:
- If you were building an outbound motion from scratch today, how would you decide which company-level enrichments are worth collecting?
- Which fields have consistently been the most predictive for you?
- Are there any fields you thought would matter but ended up being useless?
- Do you build your segmentation around raw fields, or do you derive composite scores (e.g., "marketing maturity" or "search investment") from multiple signals?
- Are there any GTM engineering resources, blogs, talks, or people who go deep on designing enrichment schemas rather than just showing Clay workflows?
I'm interested in tool recommendations (Clay, Apollo, etc.) and in the thinking process behind deciding what data is worth enriching in the first place.
Would really appreciate hearing how experienced RevOps / GTM Engineering teams approach this.