You can now run your own waterfall enrichment across 25+ vendors for free inside ZoomInfo’s GTM Studio.
We’ve built an engine that automatically optimizes vendor priority, so you get the highest-confidence data available without manual configuration or additional cost.
Here’s exactly how it works.
The Problem: Missing Emails in a High-Quality List
Let’s say you have a list of sales and marketing decision-makers at companies that were once your customers. You want to launch a re-engagement marketing campaign.
You know the account data is accurate because Go-to-Market Studio is set to focus on enterprise-grade quality data by handling the waterfall for you. But, you still want to make sure there aren’t any missing emails.
Even if your database is highly accurate, you don’t want to miss potential engagement because of incomplete contact information. Here’s how you’d fill any missing email fields with waterfall enrichment.
How to Run Waterfall Enrichment
Filter your list to show only contacts with empty business email fields.
Click on the Business Email column header.
Select Waterfall Enrichment.
Review the supported vendor list (25+ and growing).
Click Next and run enrichment.
How the Engine Works (And Why It’s Different)
Most enrichment tools require you to:
Rank vendors manually (Vendor A, then Vendor B, then Vendor C)
Search vendors one at a time
Stop as soon as the first match is found
That approach creates three problems:
It’s operationally heavy.
You can’t confidently know which vendor has the freshest data.
You end up with a filled field, but not necessarily the highest-confidence field.
GTM Studio’s engine works differently.
It evaluates all 25+ vendors simultaneously. And it doesn’t just look for a match — it identifies the best match based on real-time freshness and accuracy across the entire vendor network. And it does this automatically.
No manual routing. No vendor prioritization logic to maintain. No additional configuration.
Measuring the Fill Rate
Once enrichment finishes, you can review the results directly inside the audience. Previously empty business email fields are now populated from supported vendors.
To calculate performance:
Use AI (Command + K)
Filter for contacts matched to ZoomInfo
Analyze fill rate in the Business Email column
Request output in chart format
The list is now ready for campaign activation.
Budget Impact: No New Credit Burn
From a budget perspective, refreshing this data later does not consume new credits.
You are not:
Paying per lookup
Managing separate vendor credit pools
Paying premiums for incremental searches
You get maximum coverage for your sales and marketing teams without managing 40–50 vendor contracts.
The Outcome
Missing business emails are automatically filled.
Vendor prioritization is handled by the system.
Highest-confidence data is selected.
Coverage improves significantly.
No manual routing required.
No incremental enrichment cost.
Your list stays optimized over time — without additional operational overhead.
Ready to learn more? Find out how GTM Studio can power your waterfall enrichment today.
