How to automatically enrich new Salesforce contacts with Apollo

Why enrich contacts automatically?

When a new lead enters Salesforce — from a web form, list import, or marketing automation — you typically get a name and email address. That's not enough for routing, scoring, or personalized outreach. Reps end up manually researching prospects on LinkedIn, burning time that should go toward selling.

Automatic enrichment with Apollo fills in the gaps the moment a contact or lead is created:

• Job title, seniority level, and department
• Company name, employee count, revenue, and industry
• LinkedIn profile URL and direct phone number
• Verified work email (if the original is a personal address)

Native integration vs. workflow-based enrichment

Apollo offers a native Salesforce integration that syncs contacts bi-directionally on a 30-minute cadence with automatic deduplication. If you want broad, always-on enrichment with minimal setup, that's the simplest path.

Use the workflow-based approaches in this recipe when you need more control — filtering by ICP criteria before spending Apollo credits, mapping to custom Salesforce fields, or chaining enrichment with other tools like Slack notifications or lead routing logic.

What you'll need

How it works

1. A new lead or contact is created in Salesforce (from any source)
2. The automation triggers and sends the record's email to Apollo's People Enrichment API
3. Apollo returns firmographic and demographic data
4. The automation writes the enriched fields back to the Salesforce record

Choose your approach

Select an approach below to see the full step-by-step guide.