Lead Enrichment From Surface
Jan 26, 2026
Mahdin M Zahere
Surface enriches leads as they fill out the form, not after. By the time a prospect submits, their record already carries 15 to 20 enriched data points.
The Problem
A prospect submits your form. Their lead record hits the CRM with a name, email, and whatever fields they bothered to fill out. Then your team has to enrich the record manually or wait for a third party tool to process it in batches.
That delay matters. Reps can't prioritize leads they know nothing about. Routing rules can't fire without company data. And every hour between submission and enrichment is time your team spends working with incomplete information.
Most enrichment happens after the form, disconnected from the capture process. The form collects, a separate tool enriches, and the CRM eventually gets a complete record. Surface collapses that into a single step.
How Real Time Enrichment Works in Surface
The moment a prospect enters their email address, Surface validates the domain and starts appending company data: employee count, industry classification, estimated revenue, headquarters location, and technology stack. This happens in milliseconds while the prospect is still on the form.
Every field that gets filled triggers additional data capture in the background. Contact level data gets appended the same way. Job title, seniority level, department, and LinkedIn profile URL when available. If a prospect provides a phone number, Surface validates it and appends geographic location.
What Gets Enriched
Category | Data points |
|---|---|
Company | Employee count, industry, estimated revenue, HQ location, technology stack |
Contact | Job title, seniority level, department, LinkedIn profile URL |
Validation | Email domain verification, phone number validation, geographic location |
By the time the prospect clicks submit, their lead record already carries 15 to 20 enriched data points. Company information, contact details, and validation data are all attached before the lead ever leaves the form.
Why This Matters
Enrichment before submission changes what your team can do with every lead. Routing rules can use company size and industry to assign the right rep in real time. Lead scoring can factor in seniority and tech stack before the record hits the CRM. Reps see a full profile on the first notification, not a name and email they need to research.
The difference is that enrichment stops being a separate step in your pipeline. It happens during capture, so everything downstream operates on complete data from the start.
Frequently Asked Questions
What is real time lead enrichment? Real time lead enrichment is the process of appending company and contact data to a lead record as the prospect fills out a form, not after submission. It eliminates the delay between capture and enrichment.
What data does Surface enrich? Surface appends employee count, industry, revenue, HQ location, technology stack, job title, seniority level, department, LinkedIn profile URL, and validated phone number with geographic location.
Does enrichment slow down the form? No. Enrichment runs in milliseconds in the background. The prospect experiences no delay or change in the form.
When does enrichment start? The moment a prospect enters their email address. Surface validates the domain and begins appending company data immediately while the prospect continues filling out the form.
Does enriched data sync to my CRM? Yes. All enriched data points are attached to the lead record and sync to your CRM alongside the form submission. No separate enrichment tool needed.
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