ZoomInfo has announced the launch of a new feature called Waterfall Enrichment within its go-to-market platform, ZoomInfo GTM Studio. The new capability is designed to help businesses fill in missing contact details such as email addresses or mobile phone numbers.

In many sales and marketing systems, contact enrichment tools work sequentially, meaning they check one data source at a time. If the first source fails, the system moves to the next. Waterfall Enrichment takes a different approach by searching multiple third-party data sources simultaneously and selecting the most reliable result using intelligent scoring.

According to the company, this parallel method reduces the chances of incomplete records and helps sales and marketing teams maintain accurate prospect lists for campaigns.

The feature is also intended to simplify data management for revenue teams. Instead of configuring multiple data vendors or managing fallback logic, users can enrich contact records directly within GTM Studio. Each data point also includes source attribution, giving teams better visibility into where the information came from.

ZoomInfo said the new capability helps businesses maintain reliable customer data while supporting transparency and governance requirements.

Waterfall Enrichment is now available to all GTM Studio customers at no additional cost, and it does not require extra credits or usage fees.