Who this was forA company with a full year of won deals in its CRM and about 100 qualified leads from its current campaigns.
The company wanted to set its recent qualified leads beside the customers it actually wins. The won profile already existed, built from CRM fields. The lead list didn't carry those fields. Industry was on record for 47 leads.
A comparison on half a list is half a comparison.
Two passes and one rule about labels.
Pass one matched each lead to its CRM company. 82 matched: 74 on an exact name, the rest through the linked deal or a single clear candidate. No match rested on a guess.
Pass two ran our Company Firmographic Enricher on every row with a field still empty, and it filled only the empty fields. A domain went to the enricher only when it carried a word from the company name. Four email domains named a different business, so those rows weren't sent.
The rule: every enricher value carries its source in its own column. It never gets folded into a CRM figure without the label. Seniority and function came from the title on each row, through one classifier.
| Field | From the CRM | Filled by the enricher | Known now |
|---|---|---|---|
| Industry | 47 | 32 | 79 |
| Country | 48 | 2 | 50 |
| Seniority and function | n/a | n/a | 96, read from the title |
If you're comparing a lead list with your customer profile, fill the gaps before you read them, and keep every filled value labeled. Clay and FullEnrich both fill company fields at scale. Our Company Firmographic Enricher on Apify reads industry and location off a company's own site and says where each value came from. Send us the fields your list is missing and we'll tell you which we'd fill first.
Related tools: Clay, FullEnrich, Apify, Company Firmographic Enricher on the Apify Store, Company Firmographic Enricher
Some of the links on this page are affiliate links.
Client names are always kept confidential at MMG, so they have been removed from this case study.
Published October 9, 2026
Last updated October 14, 2026