Waterfall enrichment
also: data waterfall, cascading enrichment
Querying multiple data providers in sequence to fill in a record, moving to the next source when one comes up empty.
Waterfall enrichment improves data coverage by cascading across providers: ask the first source for an email or firmographic field, and if it's missing, fall through to the next, and the next. Because coverage and freshness differ by provider, the waterfall fills more records than any single source.
It's a workhorse of modern GTM data — especially for contact details across a large list. The trade-offs are cost (each hop can burn a credit) and complexity (someone has to maintain the ordering and dedupe logic).
Enrichment answers 'what do we know about this account'; it's distinct from timing, which answers 'is now the moment.' Teams typically need both.
How Intakra treats it
Intakra focuses on timing and the assessment artifact rather than deep contact-waterfall enrichment — it pairs naturally with an enrichment tool that fills in the buying committee once Intakra has told you which account to work.