Enrichment for Form Shortening

Enrichment in Chili Piper Concierge enables teams to reduce the number of fields displayed to prospects by pre-filling them with data from providers such as LeadIQ, Apollo, and ZoomInfo. This improves form conversion by removing friction from the booking process.

Table of Contents

• Why Use Enrichment?
• How to Set Up Enrichment
• Enrichment Logs

Why Use Enrichment?

Enrichment is designed to shorten Concierge forms by filling in known data about a prospect based on their email address. If a field is enriched successfully, it remains hidden. If the field can’t be enriched, it becomes visible for the prospect to complete. The goal is to minimize effort while still capturing all required data.

Benefits

• Increases form conversion by reducing visible fields
• Pulls data from trusted providers, allowing for waterfall sequences
• Enables flexible field-by-field enrichment
• Supports webform submission triggers (HTML, HubSpot Legacy, Marketo, Pardot).
• Reduces manual input without sacrificing data completeness

How to Set Up Enrichment

Requirements to use Enrichment

• A LeadIQ Enterprise customer
• An Apollo Basic or higher customer
• A ZoomInfo Copilot plan (all tiers) with API sku.
• Lusha - any plan, including free

Form Types Supported

⚠️ Enrichment is only supported when the router is embedded on a supported webform. It is not supported for standalone Router Link booking pages.

Currently supported form types:

• HTML
• Hubspot

  • Only New HS forms that are not iframe, and Legacy forms are compatible with enrichment.

• Marketo
• Pardot

We will continue expanding support for additional form types over time.
 

 1. Connect your Provider(s)

Authenticate with LeadIQ, Apollo, Lusha, or ZoomInfo. 

This can be done through your API key for LeadIQ, Lusha, and ZoomInfo, and through OAuth for Apollo.

Authentication can be done through the Integrations page or directly from the enrichment setup, where the waterfall sequence is being built.

2. Map Form Fields to Data Fields

Match form fields like firstname or company to Chili Piper data fields. Only the fields you choose to enrich will be impacted. Others behave normally.

3. Add Enrichment Waterfalls

Custom Enrichment Waterfalls

Click on the enrichment dropdown and Create New Waterfall. 

1. Add your enrichment data source
2. Map it to the field you want us to fetch from your data source
   1. For example: Apollo.Person.CompanyRevenue (yes, we can find company information based on a person's email)
3. Apply the changes
   1. You can apply it only to this router.
   2. You can save it as a new template to be reused

Prebuilt Waterfalls

Pre-built waterfalls are ready-to-use waterfall sequences created by us so that you don't have to map the data yourself. You can utilize waterfalls you have already created and can edit them, duplicate them, or save a template.

Prebuilt waterfalls are fixed in name and cannot be deleted, but allow reordering. You can also create ad-hoc (in-context) waterfalls for specific forms or apply them everywhere.

4. Publish Your Router

If your router is already live, you’ll be prompted to update your snippet when Enrichment is added.

Embed the JS Snippet on Your Site

There are two types of implementation based on your website form: Form types supported (HTML, Marketo, Pardot, and others) or a HubSpot Form. 

If you are using HubSpot, please use the specific instructions in the .

1. Go to the embed tab in your Concierge Router.

2. Select your form type from the drop-down.

3. Optional: Add your Form ID if you have multiple forms on the page.

4. Copy the first code snippet marked below. Add this code to the body or footer of your landing page, either within the form or in the form code itself.

• If you are already a Concierge customer, this code is the same and does not need to be re-added to your website
• The example below is a Marketo Form. Please ensure that you select the form type that is displayed on your web page.

Embed the JS Snippet on Your Site - HubSpot

The HubSpot Forms implementation may have specific particularities in the implementation, depending on whether it's an iframe. First, let's check how to identify if your HubSpot Form is iFrame-based or not.
 

How to tell if your HubSpot Form is an iframe-based form?

You can confirm whether your HubSpot form is running in an iframe using your browser’s developer tools.

1. Open the page where your HubSpot form is embedded.
2. Right-click near the form and select Inspect (Chrome) or Inspect Element (Firefox/Edge).
3. In the Elements panel, look for an <iframe> element that contains the form.
4. If the form is inside an <iframe>, Enrichment will not be able to run on that form.

Implementation Scenarios - Legacy or New HubSpot Forms

The implementation may have some additional details to be aware of, depending if your HubSpot Forms is a Legacy or New one:

Deployment Steps

1. Go to the Embed tab in your Concierge Router's header.

2. Select your form type from the drop-down.

3. Optional: Add your Form ID if you have multiple forms on the page.

4. Copy the first code snippet marked below. Add this code to the body or footer of your landing page, either within the form or in the form code itself.

• If you are already a Concierge customer, this code is the same and does not need to be re-added to your website

5. If you are working with a Legacy iFrame form, update your HubSpot Form code. 

On your Web page, you should already have the HubSpot Form code. Find this code and add the following piece to it. The video below shows exactly where to place it.

,onFormReady: ($form) => {
    window.ChiliPiper.setForm($form);
 }

What you can do if your HS form is the New type and is iframe-based?

If your New HubSpot Form is rendering in an iframe, you have a few options depending on your setup and goals.

Option 1: Use a non-iframe HubSpot form embed (if available)

1. Check your HubSpot form embed settings/options to see if you can use an embed method that renders the form directly on the page (non-iframe).
2. Update your webpage to use the non-iframe embed option.
3. Reload the page and re-check the form using the steps above.

Option 2: Contact Chili Piper Support with details

If you’re unsure which HubSpot form type you’re using or you want confirmation, contact Support and include:

• The URL where the form is embedded
• A screenshot of the form embedded in the page HTML showing whether it’s inside an <iframe>
• Your HubSpot form name and form ID (if available)

Enrichment Logs

Concierge logs provide admins with visibility into which fields were enriched, the source that provided the data, and how the enrichment affected routing or form behavior.

What you can find in the logs?

• Which fields were enriched (e.g., Job Title, Company Name)
• Which provider enriched each field
  • Examples: LeadIQ, Apollo, ZoomInfo, Salesforce, or form fill

• Whether enrichment succeeded or failed
  • If a provider couldn’t return data, the field will be marked as not enriched and shown to the prospect
• How the data was used
  • Whether the enriched field impacted routing logic, dynamic tag resolution, or form visibility

Best Practices

1 - Most enrichment providers require the following for their Person/Contact API search:

• First name, Last name, AND company name / domain
• Email address
• LinkedIn URL 

Providing as many as you can from the data above should generate best chances of finding associated data. Our recommendation would be to send as many fields as possible to the enrichment tool when you can, especially first and last name, and ideally a LinkedIn URL if you could.

To do that, ensure all relevant fields are mapped and part of your setup, as recommended in the previous steps of this article.
 

2 - While testing the enrichment, note that you can do 5 form submissions within 10 minutes per IP. If this limit is crossed, you will likely need to wait a 1-hour period to perform more tests. This was done for safety reasons to avoid overuse of the enrichment features.

If you need to perform tests that should go over the above-mentioned limits, like a load test for example, you may want considering:

• Have different users with different IPs triggering such tests.
• If only one user is responsible for testing, you can leverage using a VPN or any other Cloud solution that can call from different IP's.