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.

🚨 This feature is currently in Beta and available to select customers.

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 multiple triggers, including form submission and router link click
• 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 Professional or higher customer
• Lusha - any plan, including free

Form Types Supported

Not all form types are currently supported. We will continue to add more types as we progress. For the beta version, we support:

• HTML
• Hubspot
• Marketo
• Pardot

 1. Connect your Provider(s)

Authenticate with LeadIQ, Apollo, Lusha (soon) or ZoomInfo (soon). 

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 for 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.

5. Embed the JS Snippet on Your Site

Go to the Embed tab, copy the updated snippet, and place it after your form’s HTML. This snippet makes the form dynamic, hiding enriched fields until enrichment is attempted. 

If enrichment is added to an already-published router, you need to re-copy and embed the new JS snippet for it to work.

⚠️ For Hubspot forms using iframe:

If your form type is Hubspot and you’re using an iframe, you’ll need to paste one code snippet in your Hubspot Form as well. Go to Hubspot and then Marketing > Forms > Actions > Share > Embed Code and paste the following code in the end:

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

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