Target Enrichment

Description

Enriches target company and buyer data for the Growth OS v3 workflow, flagging enrichment gaps while ensuring targets proceed through the pipeline even with incomplete data.

Purpose

Use this skill when running the Target Builder module (Module 3) to:

•Research target companies (website, HQ, size, stage)
•Find buyer contacts (name, title, LinkedIn, email)
•Validate triggers against trigger library
•Generate pain hypotheses based on triggers
•Flag enrichment gaps without blocking exports

Enrichment Layers

Layer 1: Company Data

Required fields:

•Company name
•Company website
•Industry/vertical

Enrichment targets:

•Headquarters location
•Company size (employee count or range)
•Stage (startup, growth, enterprise)
•Recent news/signals
•Tech stack (if available)

Layer 2: Buyer Data

Required fields:

•Buyer name (First + Last)
•Buyer title
•Buyer LinkedIn URL

Enrichment targets:

•Buyer email address
•Buyer phone (optional)
•Buyer background
•Buyer's active topics (Twitter/LinkedIn)
•Reporting structure

Layer 3: Trigger Validation

Required:

•Valid trigger from Trigger Library
•Trigger date within age window
•Trigger source/proof

Enrichment:

•Additional triggers (if found)
•Trigger details/context
•Trigger strength assessment

Layer 4: Pain Hypothesis

Required:

•Pain hypothesis aligned with trigger
•BU fit (Bitwage/TeamPay/Mining)

Enrichment:

•Supporting evidence for pain
•Potential objections
•Competitive landscape

Enrichment Workflow

code

1. START: Company name + trigger signal

2. COMPANY RESEARCH
   ├─ WebSearch: "{company} headquarters location"
   ├─ WebSearch: "{company} employee count"
   ├─ WebFetch: Company website/about page
   └─ Flag if missing: HQ, Size

3. BUYER DISCOVERY
   ├─ LinkedIn search: "{company} {title}" (manual)
   ├─ WebSearch: "{company} CFO LinkedIn"
   ├─ Flag if missing: Email, Phone
   └─ Note: [Research Needed] for missing fields

4. TRIGGER VALIDATION
   ├─ Check: Trigger in Trigger Library?
   ├─ Check: Trigger date within window?
   ├─ Check: Trigger source credible?
   └─ If invalid: SKIP target

5. PAIN HYPOTHESIS GENERATION
   ├─ Map: Trigger → Pain point
   ├─ Map: Pain → BU fit
   ├─ Generate: 1-sentence hypothesis
   └─ Validate: Aligns with BU positioning

6. OUTPUT: Enriched target or Skip report

Enrichment Gap Handling

Philosophy: Flag but Include

•Missing Email: Flag as "[Research Needed]", include target
•Missing Company Size: Flag as "[Unknown]", include target
•Missing HQ: Flag as "[Unknown]", include target
•Missing Buyer: SKIP target (cannot outreach without buyer)
•Invalid Trigger: SKIP target (no valid reason to reach out)

Gap Flags

Gap Type	Action	Export Impact
No email	Flag "[Research Needed]"	✅ Include
No company size	Flag "[Unknown]"	✅ Include
No HQ	Flag "[Unknown]"	✅ Include
No buyer identified	SKIP	❌ Exclude
No valid trigger	SKIP	❌ Exclude
No pain hypothesis	SKIP	❌ Exclude

Data Sources Priority

For Company Data

•Company website (most authoritative)
•LinkedIn company page
•Crunchbase/PitchBook (for startups)
•News articles
•Social media

For Buyer Data

•LinkedIn (primary source)
•Company website (team/about page)
•News articles (mentions)
•Twitter/social media
•Hunter.io / Apollo.io (if integrated)

For Trigger Validation

•Direct source (LinkedIn post, news article)
•Company announcements
•Event attendance (speaker lists)
•Social media posts
•Industry reports

Output Format

Enriched Target

yaml

- company: "ACME Corp"
  website: "https://acmecorp.com"
  hq: "São Paulo, Brazil"
  size: "100-500"
  stage: "Growth"

  buyer_first_name: "Maria"
  buyer_last_name: "Silva"
  buyer_title: "CFO"
  buyer_linkedin: "https://linkedin.com/in/mariasilva"
  buyer_email: "[Research Needed]"  # Flagged gap

  trigger: "Hiring LATAM contractors"
  trigger_date: "2026-01-20"
  trigger_source: "LinkedIn job posting"
  trigger_age_days: 9

  pain_hypothesis: "Cross-border payroll friction for growing LATAM team"
  bu_fit: "Bitwage"

  enrichment_gaps:
    - "Email address not found - manual research needed"

  notes: "CFO active on fintech Twitter, recently spoke at LATAM Fintech Summit"

Skipped Target

yaml

- company: "Example Co"
  skip_reason: "No buyer identified"
  attempted_research:
    - "LinkedIn search: 'Example Co CFO' - no results"
    - "Website: No team page found"
    - "News search: No CFO mentioned"

Integration Points

•Module 3: Target Builder - Primary integration
•Module 5: Apollo Exporter - Consumes enriched data
•Module 8: Pipeline Syncer - Tracks enrichment status

Deduplication

Check against: history/target-history.yaml (90-day window)

python

def is_duplicate(company_name, buyer_name, history):
    """
    Check if target was contacted in last 90 days
    """
    for entry in history:
        if (entry['company'].lower() == company_name.lower() and
            entry['buyer'].lower() == buyer_name.lower() and
            entry['days_since_contact'] <= 90):
            return True
    return False

Enrichment Quality Scoring

Each target receives enrichment score:

•Complete (90-100%): All required + most optional fields
•Good (70-89%): All required + some optional fields
•Acceptable (50-69%): All required, minimal optional
•Incomplete (<50%): Missing required fields → SKIP

Configuration

Located in: config/triggers.yaml

yaml

triggers:
  - category: Hiring
    signal: "Posting roles in LATAM, remote-global payroll, international ops"
    best_bu: Bitwage
    age_window_days: 30

  - category: Funding
    signal: "Raised capital (especially fintech/crypto/LATAM focused)"
    best_bu: [Bitwage, TeamPay]
    age_window_days: 60

  # ... more triggers

Usage

When enriching targets:

•Provide company name and initial trigger signal
•Specify target count (10-15 per week)
•Include BU preferences if any

The skill will:

•Research company and buyer data
•Validate triggers
•Generate pain hypotheses
•Flag enrichment gaps
•Return enriched targets + skip report

Example

code

Input:
- Company: "ACME Corp"
- Signal: "Hiring LATAM contractors (LinkedIn, Jan 20)"
- Target BU: Bitwage

Enrichment Process:
1. Company research → Found HQ, size, website
2. Buyer discovery → Found CFO on LinkedIn, email not found (flagged)
3. Trigger validation → Valid hiring trigger, 9 days old, within window
4. Pain hypothesis → Generated based on LATAM payroll pain
5. Output → Enriched target with 1 gap (email)

Result: Target INCLUDED with email flagged for research

Notes

•Native capabilities cover most enrichment (WebSearch, WebFetch)
•LinkedIn skill can assist with buyer discovery
•Email gaps are acceptable - SDRs can research during outreach prep
•Enrichment is iterative - SDRs can add data during their process
•All gaps are tracked in validation reports for continuous improvement