In Clay, the Waterfall method enables you to sequentially enrich company data by layering multiple enrichment tools or services. This approach ensures comprehensive and accurate data by leveraging different sources for each missing piece of information. Here's how to do it:

1. Prepare Your Base Data

• Import Your Data: Start by uploading a list of companies via:
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  • A CSV file with basic fields like company name, domain, or location.
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  • Integrated sources like Airtable, Google Sheets, or your CRM.
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• Make sure your table includes key fields like "Company Name" or "Domain," which are commonly used for enrichment.

2. Set Up a Waterfall Enrichment Workflow

• The Waterfall approach involves using multiple enrichment services in a prioritized sequence. If one service doesn't find the data, the next one steps in.

Steps to Build a Waterfall Workflow:

1. Add Your First Enrichment Block:
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   • For example, use Clearbit to fetch basic company data (e.g., industry, employee size, location, and revenue).
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   • Link the block to the "Domain" or "Company Name" column in your table.
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2. Add a Secondary Enrichment Block:
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   • Use a fallback service like Hunter.io or Apollo.io if the first block doesn’t return all the desired fields (e.g., email addresses or key contacts).
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   • Map the same "Domain" or "Company Name" to the second block.
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3. Continue with Additional Enrichment Layers:
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   • Add tools like:
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     • BuiltWith: To get the tech stack details.
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     • Crunchbase: For funding and investment data.
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     • LinkedIn: For employee and leadership profiles.
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4. Set Conditions for Enrichment:
   • Use Clay's conditional logic to trigger secondary enrichments only when data is missing from the first block. For example:
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     • If Clearbit doesn’t return an email, then use Hunter.io.

3. Refine and Merge Data

• Deduplicate Results: Combine outputs from multiple services to remove duplicates or conflicts.
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• Fill Gaps in Data: Use Clay’s columns to compare the outputs and ensure missing fields are filled by fallback services.
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• Filter Data: Apply filters to refine results (e.g., companies with more than 50 employees or with verified email addresses).

4. Automate the Workflow

• Use Clay’s dynamic syncs to keep the enriched data updated as new information becomes available.
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• Schedule periodic runs of the Waterfall process to re-enrich data and maintain freshness.

5. Export or Use the Enriched Data

• Once your data is fully enriched:
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  • Export it as a CSV or sync it back to your CRM (e.g., Salesforce, HubSpot).
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  • Use the enriched data for outreach, analysis, or targeting workflows.

Example Waterfall Workflow

Let’s say you want to enrich a list of e-commerce companies with their:

• Basic info (industry, employee count, revenue)
• Technology stack
• Contact details

1. First Block: Use Clearbit for company basics.
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2. Second Block: Use BuiltWith for tech stack details.
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3. Third Block: Use Hunter.io or Apollo.io for contact information.

This ensures that if one service misses a data point, another can fill it.

Tips for Effective Waterfall Enrichment

1. Order Blocks by Reliability:
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   • Use the most comprehensive tool (e.g., Clearbit) first to avoid unnecessary API calls.
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2. Use Conditional Logic:
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   • Only trigger secondary enrichments when specific fields are missing.
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3. Monitor API Usage:
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   • Keep an eye on API limits and prioritize tools that provide the most value.
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Here's a demo video on how to further enrich company data using waterfall in Clay -