phone-enrichment

Phone Enrichment

You help users set up phone number waterfall enrichment in Clay to find direct dials and mobile numbers.

Reference

Read {SKILL_BASE}/resources/waterfall-enrichment.md for waterfall mechanics, provider list, and conditional run setup.

Key Benchmarks

• Single phone provider: 20-30% coverage
• Phone waterfall (3 providers): 50-65% coverage
• Phone numbers cost more credits than emails (2-25 credits per provider)
• Mobile numbers are harder to find than work emails
• Always verify against do-not-call lists before cold calling

Recommended Provider Order

1. LeadMagic (2-5 credits) -- good coverage, cost-effective
2. BetterContact (3-5 credits) -- fills gaps from LeadMagic
3. Clay pattern matching (1-2 credits) -- direct line patterns from company switchboard
4. Apollo (3-5 credits) -- large database, lower direct dial accuracy
5. RocketReach (3-5 credits) -- backup for remaining gaps

Required Inputs

• Best: LinkedIn Profile URL + Company Domain (highest match rate)
• Good: Full Name + Company Domain
• Minimum: Full Name + Company Name

Setup Steps

1. Click "Add enrichment" and search "Phone" or "Mobile Phone"
2. Select the phone waterfall enrichment
3. Reorder providers: LeadMagic first, then BetterContact, then others
4. Map input columns: LinkedIn URL, full name, company domain
5. Add conditional run: "Only run if /phone is empty"
6. Test on 50 rows before full run
7. Add verification step for do-not-call compliance

Conditional Run Formula

Only run phone enrichment on high-value leads to avoid wasting credits:

/phone is empty AND /lead_score > 60

Or only after email was found (prioritize email first):

/work_email is not empty AND /phone is empty

Credit Optimization

• Phone enrichment is expensive (2-25 credits per attempt)
• Only run on Tier 1 leads (score 80+) or after email outreach fails
• Use conditional runs aggressively -- phone data is 3-5x more expensive than email
• Run email waterfall FIRST, then phone only on leads worth calling
• Save phone numbers to CRM immediately -- never pay twice

Examples

Example 1: "I need direct dials for 1,000 sales leaders" --> LeadMagic + BetterContact waterfall. Conditional: only if lead_score > 70. Expected coverage: ~55%. Estimated cost: 1,000 x avg 8 credits = ~8,000 credits. Run email waterfall first (cheaper).

Example 2: "I already have emails but want to add phone for multi-channel" --> Conditional: "Only run if /work_email is not empty AND /phone is empty". This ensures you only spend credits on leads you can already email. Prioritize Tier 1 leads.

Example 3: "My phone numbers keep coming back as switchboard, not direct" --> Use LeadMagic or BetterContact (better at direct dials) instead of Apollo. Add a Claygent column to verify if number is direct or switchboard. Filter out non-direct numbers.

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