Build a Lead Gen Machine with DenchClaw, Part 2: Enrich

Part 2 of 5: Enrich leads automatically with DenchClaw. Add company data, LinkedIn profiles, tech stack, funding, and intent signals to every lead.

Mark Rachapoom

March 26, 2026·6 min read

Build a Lead Gen Machine with DenchClaw, Part 2: Enrich

This is Part 2 of the Build a Lead Gen Machine series.

You've captured leads. Now you need to know enough about them to prioritize and personalize. Enrichment is the process of filling in the blanks — company size, funding stage, tech stack, LinkedIn profile, intent signals — so that every lead that reaches a rep is fully contextualized.

Most teams skip enrichment or do it manually. DenchClaw automates it.

What Enrichment Adds#

A raw lead from a LinkedIn export might have: name, title, company name, email. After enrichment, you want:

Company data: Website, industry, size, headquarters, funding stage, ARR estimate
Tech stack: What tools are they already using? Are they a HubSpot shop?
LinkedIn profile: Recent posts, mutual connections, career history
Intent signals: Recent hiring for relevant roles (signals budget and priorities)
Contact validation: Is the email deliverable? Is the LinkedIn profile current?

Step 1: Add Enrichment Fields to Your Lead Object#

If you followed Part 1, expand your Leads object:

Add these fields to the Leads object:
- Company Website (url)
- Industry (text)
- Company HQ (text)
- Funding Stage (enum: Bootstrapped/Pre-Seed/Seed/Series A/Series B/Series C+/Public)
- Estimated ARR (enum: <1M/1-5M/5-20M/20-100M/100M+)
- Tech Stack (tags)
- LinkedIn Profile URL (url)
- Recent LinkedIn Activity (richtext)
- Hiring Signals (richtext)
- Email Validated (enum: Valid/Invalid/Unknown)
- Enriched At (date)
- Enrichment Source (text)

Step 2: Create the Enrich Action#

Add an Action field to Leads:

Add an Action field called "Enrich Lead" to the Leads object that:
1. Searches the web for the lead's company
2. Finds: company website, industry, size, HQ location, funding stage
3. Looks up the lead's LinkedIn profile and pulls their recent activity summary
4. Checks job postings at their company for signals (e.g., hiring SDRs = building sales team)
5. Validates the email address
6. Updates all enrichment fields and sets Enriched At to today
7. Updates Status from "New" to "Enriched"

Each lead now has an Enrich button. When clicked, DenchClaw opens your browser, looks up the company, pulls LinkedIn data (you're already logged in), checks job postings, and fills in all the fields.

Step 3: Bulk Enrichment#

For a batch of new leads, run bulk enrichment:

Enrich all leads with Status = "New" in batches of 10. Report progress as you go.

DenchClaw processes them sequentially, updating each record. You'll see progress updates in the chat. For 50 leads, expect 10-15 minutes.

For scheduled bulk enrichment:

Every night at 11pm, enrich all leads added in the last 24 hours that have Status = "New"

This creates a cron job. New leads that come in during the day are automatically enriched overnight. By morning, your reps have fully enriched leads ready to qualify.

Step 4: Company-Level Enrichment#

Sometimes you want to enrich at the company level, not per lead. Create a Companies object if you haven't, and enrich it separately:

For each unique company in my Leads object that doesn't have a Company entry, create a Company entry and enrich it with: website, industry, size, funding, HQ, tech stack, recent news

Then link leads to their company entries. This means if you have 5 leads at the same company, you enrich the company once and all leads benefit.

Link all leads to their matching Companies entry based on company name

Step 5: Tech Stack Detection#

Knowing what tools a prospect uses is powerful context. DenchClaw can check:

For the Acme Corp lead, check their website for which tools they use (look for analytics scripts, live chat, forms, email marketing providers, and any job postings that mention tools)

Typical detectable tools: HubSpot, Salesforce, Intercom, Zendesk, Segment, Google Analytics, Stripe, and dozens more — often detectable from their website's source code or job postings.

Add a Tech Stack tags field and let the AI populate it. Now you can segment: "Show me all leads using HubSpot" and tailor your pitch to migration.

Step 6: Intent Signal Enrichment#

Intent signals tell you which companies are actively looking for something. For our purposes, the best signals are:

Hiring signals: A company hiring SDRs or sales ops roles is building out their sales function.

Job posting analysis:

For each lead, check if their company is currently hiring for any sales, revenue, or GTM roles. Add findings to Hiring Signals field.

Recent news:

Search for recent news about [company name]. Summarize anything relevant to sales tools, growth, funding, or leadership changes.

LinkedIn activity:

For [lead name] at [company], summarize their last 3 LinkedIn posts and any relevant articles they've shared

Step 7: Validation and Cleanup#

After enrichment, clean up:

Show me all leads where Email Validated = "Invalid"

For invalid emails, look for alternatives:

For leads with invalid emails, try to find alternative contact emails via the company website or LinkedIn

Show me all leads where Industry is empty after enrichment

These gaps tell you where your enrichment is hitting limits. If you consistently can't enrich certain industries, adjust your ICP.

Step 8: Enrichment Quality Monitoring#

Show me a summary of enrichment quality: what percentage of leads have email, LinkedIn URL, company size, and tech stack filled in?

Target: 80%+ of leads with email, 60%+ with company size and funding stage, 40%+ with tech stack. If you're below these, adjust your enrichment prompts.

What's Next#

With your leads fully enriched, you have enough data to score and qualify them. Part 3 covers qualification scoring — using DuckDB queries and AI to assign scores and prioritize who your reps should call first.

Continue to Part 3: Qualify →

For the full DenchClaw platform overview, see what is DenchClaw.