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HockeyStack Data Enrichment

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How Enrichment Works

HockeyStack enriches your account and contact data by pulling from multiple sources. We start with our own B2B database, layer in any data from your connected CRM, and then tap into third-party providers like ZoomInfo or Cognism for email and phone lookups.

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Account (Company) Data

When you bring accounts into a workflow, we can populate the following fields:

Firmographics

  • Company Name

  • Domain

  • Industry (standardized to our taxonomy)

  • Employee Count

  • Annual Revenue

  • HQ Location (Country, State, City)

  • B2B Indicator

Signals & Intent

  • Technologies Used (what's in their tech stack)

  • Is Hiring (do they have open roles?)

  • Roles They're Hiring For

  • Recent Executive Departures

  • Recent Executive Arrivals

Note: These signals and intent data are examples of the output generated by our Company or Contact Research Agents. Custom prompts can be used to create new, bespoke research agents.

Website Traffic (requires SimilarWeb)

  • Monthly Unique Visitors

  • Monthly Total Visits

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Contact Data

For contacts discovered or passed through workflows:

Profile Information

  • Full Name, Job Title, Department, LinkedIn URL, Location (Country, Region), Profile Picture URL

Contact Details (requires ZoomInfo or Cognism)

  • Work Email, Direct Phone Number

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Third-Party Integrations

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ZoomInfo

Connect with your ZoomInfo email and password. Once connected, contact enrichment nodes will automatically use ZoomInfo to find emails and phone numbers.What we pull: First Name, Last Name, Email, Phone, Company Website, City, State, Country

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Cognism

Connect with your Cognism API key. Works the same as ZoomInfo – automatically kicks in when you run contact enrichment.What we pull: First Name, Last Name, Job Title, Email, Phone, Account Name, Account Domain

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SimilarWeb

Connect with your SimilarWeb API key. Used specifically for account-level enrichment to pull website traffic metrics.What we pull: Monthly Unique Visitors, Monthly Visits

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Setting Up Your Integrations

All three providers are configured in Atlas → Ingest. If you are looking for other connections, let us know and we can figure out those custom connections as well (counting toward your credits)

Provider
What You Need

ZoomInfo

Email + Password

Cognism

API Key

SimilarWeb

API Key

Once connected, the enrichment happens automatically in your workflows, no extra configuration per workflow.

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Workflow Nodes

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Source Node

Every workflow starts here. When you define your source (a View or custom filters), we automatically enrich all accounts and contacts with firmographic and profile data. This happens before any other node runs.

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Contact Discovery Node

Finds new contacts at your target accounts. You configure:

  • Personas (job titles/roles you care about)

  • Max contacts per company

  • Optional filters: recently joined, recently promoted, ex-customers

Discovered contacts come with name, title, department, LinkedIn, and location already filled in.

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Contact Enrichment Node

Adds email and/or phone to contacts. Two modes:

  • Email - Finds verified work emails

  • Phone - Finds direct phone numbers (requires Cognism or ZoomInfo)

Note: These count towards your HockeyStack credits.

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Account Enrichment Node

Adds SimilarWeb traffic data to accounts. One mode currently:

  • SimilarWeb - Monthly unique visitors and total visits

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Typical Workflow Setup

For outbound prospecting:

Source (ICP accounts)

→ Contact Discovery (find decision makers)

→ Contact Enrichment (get emails)

→ Outreach / Salesforce / Slack

For account prioritization:

Source (target accounts)

→ Account Enrichment (SimilarWeb traffic)

→ Filter (high traffic only)

→ Slack alert / CRM sync

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Territory Planning Use Cases

  • Filter by firmographics: Industry, employee size, revenue, geography. Enrichment fills gaps automatically.

  • Find decision makers: Contact Discovery + Enrichment gets you names, titles, and emails at your target accounts.

  • Prioritize by engagement potential: SimilarWeb data helps you focus on accounts with real scale.

  • Competitive targeting: Technologies Used field lets you find accounts running specific tools.

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Privacy & Compliance

We take this seriously. All enrichment providers go through GDPR and CCPA compliance verification before we integrate them. If your org has specific vendor requirements, we can work with your preferred provider. More details in Data Enrichment and Privacy.

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