June 17, 2025

Introducing AI Enrich: The End of Tedious CRM Data Entry

If you talk to any sales rep about what they love about their CRM, very few will say: "I just can’t wait to fill in every missing LinkedIn URL and company address."

And yet, that’s exactly where sales teams spend hours every week: chasing down basic data points, copy-pasting from LinkedIn and Google, or paying for separate enrichment tools that still require complicated workflows to plug into your CRM.

Today, that changes.

Meet AI Enrich.

This is our new native enrichment feature built directly into Close. It gives your team the fastest, most flexible way to enrich your CRM records without bouncing across tabs, spreadsheets, or third-party tools.

Enrich Exactly What You Need, When You Need it

Enrichment should be simple: tell the system what you need, and it goes out and finds it. The problem is that most enrichment tools rely on static, third-party databases that are often incomplete, outdated, or simply incorrect. They also tend to work as bulk enrichment engines, which is fine if you're enriching thousands of records, but not so great if you're simply trying to enrich the handful of leads you added this week.

AI Enrich takes a different approach:

Enrich exactly the fields you want: LinkedIn URLs, industry, company size, physical address, sales team headcount, you pick which fields to enrich and when.
Works with your existing fields: Use AI Enrich on the fields your team already relies on—no need to create duplicates. Enriched fields stay editable and work seamlessly with manual updates, imports, or workflows.
Go beyond canned databases: AI Enrich uses live AI models to gather real-time insights across the web, returning context-rich data that static enrichment tools can't provide.
Customize with prompts: Need to enrich fields that are very specific to your business? Add a simple prompt and let AI Enrich tailor its search for your exact needs.
Fully native to Close: No integrations, no exports, no API keys. It just works right, where your team is already selling.

Real-World Teams are Already Getting Creative

AI Enrich works well for filling in basic fields like company size or LinkedIn profiles, but some of our early beta users have used it in much more creative ways.

For example:

Identifying whether a business falls within a particular accreditation or certification body to better qualify leads for their ICP.
Determining the specific area of law a firm practices in to prioritize high-fit opportunities.
Verifying if a company services a particular niche or industry vertical before reaching out.

The beauty of AI Enrich is that it's flexible enough to adapt to your sales motion, not force you into a rigid dataset someone else built years ago.

A Smarter Way to Enrich your CRM

If you've used enrichment products or enrichment features inside other CRMs, you might be wondering how AI Enrich stacks up.

Here’s the quick breakdown:

Live vs. static: AI Enrich leverages real-time AI models that pull data from across the web. Traditional enrichment often relies on stale, limited databases.
Field-level control: You pick which fields to enrich, when to enrich them, and can guide AI with custom prompts.
Native to Close: No integrations, no syncing. Your team enriches directly within your existing workflows.
More affordable: Usage-based pricing means you're only charged for what you actually enrich, not flat fees for bulk enrichment you may not fully use.

Of course, if you're looking to run massive enrichment jobs across tens of thousands of records, legacy enrichment tools still serve that use case well. AI Enrich is designed for the practical, high-impact enrichment that happens as part of your everyday sales process.