How to Enrich Salesforce Accounts with Sales Intel Using AI

Sales reps spend a staggering 72% of their week on non-selling tasks. But with a single flow, you can change that.

This isn’t just a number. It’s time lost on crucial, yet time-consuming activities like prospect research. Hours are spent digging for contact and account information, instead of actually talking to prospects and customers.

Other non-selling activities can include:

• Prioritizing leads and opportunities
• Preparation and planning
• Generation quotes, proposals, and gaining approval
• Manually entering customer and sales information
• Administrative tasks
• Internal meetings and training

The more that sales teams can minimize time spent on non-selling activities and maximize time spent connecting with prospects and building relationships, the better.

A single AI flow step with Complete AI is all you need to enrich accounts and return prospect information — plus an account name and a domain.

In this walkthrough, we’ll show you how to enrich accounts with details like a business description, merger and acquisition (M&A) activity, leadership changes, and more.

Here’s a step-by-step breakdown of how to enrich accounts with sales intel using AI.

How to Enrich Accounts with Sales Intel Using Complete AI

Using an AI-powered flow step within Complete Leads, you can enrich accounts and arm sales reps with valuable information. Not only are you saving precious time on those “non-selling activities” but that information is living inside Salesforce and available at the account level – not scattered across different platforms or notepads.

In the walkthrough below, we’ll break down how to use the enrichment step to bring up-to-date information to the account, as well as what kind of prompts you can use. Plus, you can do this without any other third-party tools or data providers.

1. Add the Multi-Field AI Enrichment Step to your flow

This use case leverages Traction Complete’s new multi-field AI enrichment step, which allows users to enrich and update multiple fields in one go. 

Start by inserting the multi-field enrichment step into your flow. This is where enrichment and field updates will take place.

2. Select an AI provider and model

Select which provider and model you’d like to use. Be sure to use a model that scrapes the internet. 

You’ll also need two inputs:

• Account Name
• Domain

3. Select the fields you want to enrich and update

The next step is to add context fields. These feed into the prompt that is created by the flow step.

In this example, we’re enriching:

• Description of the business
• M&A activity
• Leadership changes in the past year
• New products in the past year
• Change in stock price over the last month

Here are the prompts we used for each output.

You can also use a field to store reference links for the above fields. This can be performed in a single flow step with no additional logic, mapping, or scripting required.

4. Run the Flow on a Record

To test the setup, we run the flow on a record with just the account name (Foot Locker) and domain (footlocker.com). There are no enrichment tools or external data providers connected, just the AI step doing the work. 

After running the flow, the AI pulls in sales intel to the selected fields, all visible and accessible from the account level.

5. Review the classification and enriched output

Once the flow runs, review the fields. 

You can also set up a news tab that houses all the information that you pull from this flow, as well as a button to populate and update this information on demand, rather than when the account is created. 

While this use case is being run at the account level, it can also be used on leads, contacts, and other objects that you can set up a flow around. 

And while this use case focuses on account enrichment, the same step can support different use cases such as classification, standardization, and normalization. For example, sales reps can also use the multi-field AI enrichment step to automatically assign NAICS codes with AI. 

Complete AI empowers your team with data you can trust

Sales intel is just one of the many possibilities created by Complete AI. As a result, sales reps spend less time on non-selling activities and spend more time working directly with prospects and closing deals. 

Complete Leads and Complete AI make account enrichment effortless and consistent. They embed AI-driven enrichment directly into your Salesforce workflows, ensuring every account has is enriched, up-to-date, and ready to drive your go-to-market motions. 

See how Complete Leads and Complete AI improve enrichment and your sales motions. 

Book a demo today to learn how you can use AI directly in your Salesforce flows.