How to Build Sales Enrichment Across Salesforce, HubSpot, and 38+ CRMs with a Unified API
October 21, 2025
Sales teams rely on complete, up-to-date information about prospects and customers to prioritize outreach and close deals. But CRM data is often incomplete—missing job titles, company info, or social context that helps sellers personalize engagement.
Unified.to makes enrichment workflows simple. With a single unified CRM API and Enrichment API, your product can read contacts and deals from any connected CRM, append additional attributes from enrichment providers, and push summarized insights back as notes or comments—all in real time, without custom connectors.
When to Use Sales Enrichment
With a unified API, you can:
- Fill missing fields and contextual data for Contacts and related Deals.
- Add demographic signals to qualify or route leads automatically.
- Write back summarized enrichment notes directly into the CRM for seller visibility.
Unified Objects & Key Fields
| Object | Purpose |
|---|---|
| Contact | Person record to enrich and read. |
| Deal | Associated opportunity to enrich or update. |
| Enrichment Request / Result | Appended data for a person or company, with normalized attributes and confidence scores. |
| Note / Comment | Write-back insights or summaries to CRM records. |
All objects follow Unified's normalized CRM schema, so enrichment data is structured consistently across Salesforce, HubSpot, Pipedrive, Zoho, and 38+ other CRMs.
Data Flow for Sales Enrichment
- Read: Fetch the target
contact(and optionally its associateddeal(s)) from the customer's CRM. - Enrich: Call Unified's Enrichment API with identifiers—like
emailfor individuals ordomainfor companies—to retrieve standardized attributes and a confidence score. - Summarize: Generate a concise Enrichment Summary (e.g., job title, seniority, company size, social presence, key intent signals).
- Write-back: Create a CRM Note or Comment attached to the relevant contact or deal, containing the enrichment summary and citations.
- Monitor: Optionally re-run enrichment based on field changes, record updates, or a defined schedule—skipping low-confidence matches to avoid noise.
Supported Integrations
Unified.to connects enrichment and CRM data in one workflow:
- CRM — Salesforce, HubSpot, Pipedrive, Zoho CRM, Close.io, Copper, Insightly, and more.
- Enrichment — Apollo.io, Clearbit, People Data Labs, RocketReach, ZoomInfo, Lusha, and others.
See the full list of supported integrations
Why Product Teams Choose Unified.to
For PMs and engineers building sales tools or GTM automation products:
- One API, 38+ CRMs — no per-vendor mapping or token handling.
- Unified enrichment model — normalized attributes with confidence scoring.
- Two-way sync — read from any CRM and write insights back in real time.
- Zero maintenance — Unified handles retries, schema changes, and data normalization.
Launch enrichment workflows across every major CRM and enrichment provider in days, not months.
Start your free 30-day trial or book a demo to see how Unified.to powers smarter sales data.