Integrations · Data

Enrichment, intent, and warehouse data wired to the CRM.

A lead with just an email is a lead the AE will not call back. Strkr wires contact enrichment, intent signals, and warehouse streams to the CRM record on creation so the pipeline review runs on real data.

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Why buyers are here

Data integrations: what matters for CRM teams.

A CRM is only as useful as the fields it stores. The web-to-lead form captures an email and a company name and nothing else because the buyer will not fill out ten fields to get a sales call back. The AE reviewing their queue on Monday morning has no headcount, no revenue band, no industry, no tech stack, no intent signal to decide whether to call or disqualify. The RevOps leader downstream has no firmographic cut to answer the "which segment is converting" question the CRO is going to ask on the QBR deck. The data team wants every CRM event flowing to the warehouse so attribution runs on a single source of truth instead of six exports stitched together. Enrichment and data integrations exist to close every one of those gaps on the record itself, not in a side system, and the pain below is the pain buyers describe on every data-category discovery call we run. If any of them match the shape of the problem you are trying to solve, the sections below walk through how Strkr wires ZoomInfo, Apollo, Segment, and Google Sheets to the CRM so the enrichment happens on arrival, the intent signals route the lead, and the warehouse stays in sync without a nightly cron job your data engineer has to babysit.

Thin inbound records

The web-to-lead form captures an email and nothing else.

A short form converts, and the AE opens the lead to find a name, an email, and a blank right rail. No headcount, no revenue band, no industry, no technology fingerprint, nothing to decide whether to call or disqualify. Strkr fires an enrichment flow on lead-created so the firmographic payload lands on the record before the AE sees it in their queue, and the two-field form stops being the ceiling on how much the AE knows at pickup.

Data freshness

Enriched fields decay the moment they land.

A headcount pulled on signup is wrong six months later, the industry classification changed when the company pivoted, the technology fingerprint ran stale when the prospect moved off the old stack. One-time enrichment at creation is not enough on an account the team will work for three quarters. Strkr re-runs enrichment on a schedule and on trigger events so the account record the CSM reads before a renewal call is the account record as it exists today, not as it existed when the deal first closed.

Cost per credit

Enrichment budgets evaporate on records nobody will work.

Every enrichment vendor meters by credit, and the credit math is unforgiving on a tenant that enriches every record the moment it lands. The budget evaporates on form fills from gmail addresses, duplicate submissions, and prospects outside the ICP. Strkr runs enrichment through a flow with filters so credits only burn on records that match the ICP shape, and the per-record cost drops because the enrichment call never fires on the records the AE was never going to work.

GDPR and CCPA

Compliance paperwork lives in the credential vault, not the integration doc.

Enrichment vendors handle personal data under GDPR and CCPA, and the DPA, SCCs, and processing-record paperwork cannot live in a shared drive. Strkr stores every vendor credential KMS-encrypted, records every enrichment call in an audit log with the lead and account identifiers, and ships the GDPR Article 30 processing record and the CCPA Service Provider contract shape per vendor so the privacy officer has the paperwork at the moment of audit.

Waterfall enrichment

One vendor misses 30 percent of the ICP.

No single enrichment vendor covers the whole ICP. ZoomInfo is strong on US mid-market and up, Apollo is dense on SMB and SaaS, Clearbit was strong on domain-first signals before the HubSpot acquisition changed its shape, Cognism is strong on EMEA. A single-vendor stack misses 20 to 40 percent of the records the AE would otherwise call. Strkr runs waterfall enrichment through a flow so a miss on the primary vendor falls through to the secondary and tertiary before the record ever shows up on the AE queue as un-enriched.

Intent signals

The buyer researched for 90 days before anybody noticed.

The best lead on the Monday queue is often an account that has been researching the category for weeks without filling a form. Intent providers publish a signal when the buyer surges on a keyword or a competitor, and the signal is useless if it is not on the account record where the AE will see it. Strkr accepts intent webhooks from ZoomInfo, Apollo, and other providers, routes high-intent accounts into a priority queue, and surfaces the surge keyword on the account record so the AE opens the call with context the buyer did not have to give them.

Providers in Strkr

Data integrations available today.

The Data category in the catalog covers the two providers that stream CRM data to and from external systems: Segment for warehouse fan-out and Google Sheets for lightweight list exchange. The enrichment providers that most buyers come looking for (ZoomInfo, Apollo, Clearbit, Cognism) are catalogued under Prospecting because the connect scope is per-tenant with an API key rather than per-user OAuth, but the integration shape, flow triggers, and field mapping are identical and the links below land on the right detail page regardless of category. Clearbit is not shipping as a native integration today after the HubSpot acquisition closed the public API; teams that want Clearbit-shape coverage are routed to the Apollo and ZoomInfo waterfall described below until the HubSpot team republishes a stable API surface.

Segment

Stream every CRM event to your data warehouse.

Google Sheets

Push and pull data between Strkr and Google Sheets.

ZoomInfo

Enrich leads with firmographic data on arrival.

Apollo.io

Pull Apollo contact and company data into Strkr accounts.
How enrichment fits in Strkr

Enrichment lives in a flow, not a vendor dashboard.

Every enrichment vendor ships its own admin surface, its own credit meter, its own batch tool, and its own retry policy. The CRM operator who has to make all of them work together ends up running five dashboards and reconciling five sets of logs when a record misses. Strkr collapses the enrichment layer into a native Flow trigger so the vendor becomes a step in a workflow the operator already owns, the credit meter rolls up into the Strkr audit log, and the retry policy becomes a Flow branch instead of a vendor-specific setting. The sections below describe how each primitive works in the system today and how the operator wires a vendor into it in minutes rather than days.

Flow trigger

Enrich on lead-created, contact-created, account-created.

Every record creation event (lead.created, contact.created, account.created) fires a Flow trigger. Add an "Enrich with ZoomInfo" or "Enrich with Apollo" step, map the response fields, and the enrichment runs synchronously or asynchronously depending on how fresh the AE needs the data at pickup. No webhook plumbing, no middleware, no Zapier bridge.

Waterfall

Chain vendors so a miss on one falls through to the next.

A single Flow can call ZoomInfo first, Apollo second, and a fallback provider third, routing on vendor-returned confidence or on specific missing fields. The record only reaches the AE queue once the waterfall completes or every vendor has returned a miss, so the AE never has to decide whether to call an un-enriched record.

ICP filter

Spend credits on records that match the ICP, not everything that lands.

A Flow condition evaluates the record against the ICP shape (country, headcount hint from the form, email domain, UTM campaign) before the enrichment step runs. Records outside the ICP skip the enrichment call entirely, which is where most teams see credit spend drop 40 to 60 percent in the first month after switching.

Field mapping

Map any vendor field to any Strkr field, including custom.

Every vendor returns a payload shape of its own. Strkr field mapping covers standard fields (headcount, revenue, industry, technology) and any custom field defined on the Contact or Account object. The RevOps leader never has to pick between the vendor shape and the CRM shape.

Re-enrichment

Scheduled re-enrichment keeps account fields current.

A Flow on a schedule (nightly, weekly, monthly) re-enriches an account cohort so the fields a CSM reads before a renewal call are current. Change-detection flags record which fields changed on the last re-enrichment so the CSM reads a highlighted diff instead of a wall of unchanged values.

Credit audit

Every enrichment call is logged with cost and outcome.

The audit log records which vendor was called, which record was enriched, which fields returned, which fields were empty, and the credit cost of the call. The RevOps leader can answer "where did last month's ZoomInfo spend go" in a single query without exporting the vendor dashboard.

Intent signals in the CRM

Surge signals route the lead, not the SDR's intuition.

Intent data is only valuable when it reaches the record the rep opens. A dashboard in the enrichment vendor shows the top intent accounts for the week, but the AE never opens the dashboard, and the SDR routing the lead never sees the surge keyword. Strkr accepts intent webhooks from ZoomInfo, Apollo, and any provider that can POST JSON, writes the signal onto the matching account record, and raises the lead-routing priority so the surge account lands on the right queue the moment the signal arrives. The sections below walk through how the signal surfaces, how routing adapts, and how the sales team closes the loop so the vendor can show the AE opened the account the vendor flagged.

Webhook ingest

Any provider that can POST JSON lands on the account.

Point the intent provider at the Strkr webhook endpoint. Strkr matches the payload to an account by domain, writes the surge keyword and score to the record, and fires a Flow trigger. ZoomInfo Intent, Apollo signals, and other providers follow the same shape.

Priority routing

Surge accounts jump the queue.

A lead routing rule can match on "account has surge in the last 14 days" so an inbound lead on a surging account routes to a senior AE or an outbound-ready SDR rather than the general queue. The signal changes the pickup, not just the dashboard.

Account record surfacing

The surge keyword shows up where the AE will see it.

The account record carries a dedicated Intent panel: surge keyword, score, first-seen date, trend arrow. The AE opens the account to prepare for the call and the signal is in-line with the firmographic data, not on a separate tab the AE has to remember to open.

Flow actions

Surge triggers an outbound sequence or an alert.

A Flow listens for intent events and can enroll the account into a Strkr marketing sequence, create a task, or ping Slack. The sales team never has to export the intent dashboard into a sheet to decide what to do with it.

Attribution

Closed-won deals carry the intent signal they started with.

Every intent event is stored on the account timeline. When a deal closes, the surge keyword and date are visible on the deal record so the RevOps leader can answer "did intent-sourced accounts close better than form fills" without a BI dashboard.

Vendor-agnostic

Switch providers without rewiring the Flow.

The intent panel reads from a normalized intent object, not a vendor-specific payload. A team can swap ZoomInfo Intent for Apollo signals or Bombora in the future without rewriting the routing rules or the Flow actions the sales team already uses.

Warehouse data flow

Every CRM event streams to the warehouse through Segment.

The data team wants every CRM event (lead.created, deal.stage_changed, contact.updated, flow.ran) in the warehouse so attribution, forecasting, and executive reporting run on a single source of truth instead of six exports stitched together in a BI tool. The Segment integration ships that fan-out on day one, and the Google Sheets integration covers the lightweight exchange cases where a sheet is still the right surface because a department has a workflow built around it. The sections below describe the shape of both.

Segment fan-out

Strkr events to BigQuery, Snowflake, or Redshift.

Point the Strkr Segment integration at your Segment workspace and every event streams to whichever warehouse destination Segment is already fanning to. BigQuery, Snowflake, Redshift, Databricks, and whatever other destination the data team is already paying for become CRM-event destinations for free.

Historical replay

Replay history on first connect so the warehouse starts complete.

On first connect, Strkr can replay historical events so the warehouse table is not empty for the records that existed before the integration landed. The data team never has to run a one-off backfill job.

Event payloads

Full object shape, not just an identifier.

Every event payload includes the full record shape at the time of the event. A deal.stage_changed event carries the deal fields, the account fields, the owner, and the previous stage so the warehouse table is query-ready without a secondary enrichment pass.

Google Sheets export

List views to a live sheet that stays in sync.

Any list view in Strkr can export to a Google Sheet that stays in sync. A manager who runs their Monday meeting off a sheet gets the sheet without copy-paste; the sheet is read-only and refreshes on a schedule or on demand.

Google Sheets import

Prospect lists in from a sheet with field mapping.

A sheet of prospects from an event list or a bought cohort imports to Strkr with field mapping, dedupe against existing accounts and contacts, and optional enrichment through the same Flow trigger that fires on form fills.

Flow triggers on sheet rows

A row added to a sheet fires a Flow.

A Google Sheet can be a trigger for a Flow. A row added to the sheet (by a human, by an API script, by any upstream automation) fires a Flow in Strkr. The sheet becomes a lightweight ingest surface the data team can wire up in minutes.

Governance and compliance

Enrichment data has a longer regulatory tail than the sales team thinks.

The enrichment vendor collects, processes, and resells personal data. The CRM receives, stores, and processes it onward. GDPR, CCPA, and the newer state privacy regimes (CPRA, CPA, VCDPA, CTDPA) all treat the CRM operator as a data controller or a joint controller depending on the deployment, and the paperwork, retention, and subject-access-request plumbing is non-trivial. Strkr ships the governance primitives on day one so the integration is live when the privacy officer signs off, not three weeks later.

KMS-encrypted credentials

Every API key stored under AWS KMS.

ZoomInfo tokens, Apollo keys, Segment write keys, Google Sheets OAuth refresh tokens are all stored encrypted at rest under AWS KMS. The vendor credential never appears in a log line, never leaves the vault, and never ends up in a developer's local .env.

Audit log

Every enrichment call recorded with user, record, and outcome.

The audit log records which user or system call triggered the enrichment, which record was enriched, which vendor was called, and what returned. The log is queryable and exportable so a SAR or DPIA request can be answered without a vendor-side report.

DSAR routing

Subject-access requests reach the enrichment vendor too.

A GDPR Article 15 or CCPA access request can be routed from the Strkr admin console to the enrichment vendor through the same workflow. The CRM operator does not have to open a vendor ticket by hand for every subject request.

Retention

Enriched fields age out with the parent record.

Retention policies apply to enriched fields the same way they apply to native fields. When a lead ages out, the enrichment payload ages out with it, so the storage footprint does not drift over time and the "right to be forgotten" workflow is one deletion instead of two.

Processor contracts

DPAs and SCCs cataloged per vendor.

The Strkr trust center catalogues the data processing addendum, standard contractual clauses, and sub-processor list for every enrichment vendor Strkr ships. The privacy officer never has to request a DPA from a vendor the CRM operator is already using through Strkr.

Opt-out signals

Suppression lists apply across every vendor.

A contact that opts out of processing is suppressed from re-enrichment, from intent routing, and from warehouse export. One opt-out, every surface, including the vendor-side suppression write-back where the vendor supports it.

See the data stack in your pipeline.

Start a Strkr trial and wire ZoomInfo, Apollo, Segment, or Google Sheets to the CRM in the first afternoon. Pricing covers every integration on every tier.

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Common questions

Data integration FAQ.

Does Strkr integrate with ZoomInfo?

Yes. The ZoomInfo integration ships as a per-tenant API-key connection under Admin > Integrations. On connect, Strkr can enrich leads, contacts, and accounts on creation through a Flow trigger, run scheduled re-enrichment on account cohorts, and ingest ZoomInfo Intent webhooks onto the matching account record so a surge signal lands where the AE will see it rather than in a separate dashboard. Field mapping covers standard firmographic fields (headcount, revenue, industry, technology) and any custom field defined on the Contact or Account object. The integration is live in beta today; teams with a ZoomInfo contract can connect it immediately.

Does Strkr integrate with Clearbit?

Clearbit is not shipping as a native integration today. HubSpot acquired Clearbit in 2023 and the public API surface has been in flux since, so a stable native integration is on hold until the HubSpot team republishes a long-term API contract. Teams looking for Clearbit-shape coverage (domain-first firmographic lookup, technology detection, autocomplete) are routed to the Apollo and ZoomInfo waterfall described above, which together cover the Clearbit field shape at a similar hit rate on US and EMEA ICPs. If Clearbit coverage is a hard requirement, a direct Clearbit API call through a Strkr Flow HTTP action covers the stopgap case with the same KMS-encrypted credential storage and audit log as every other integration.

Which enrichment vendor does Strkr recommend?

The honest answer is "waterfall two or three vendors, do not pick one." No single enrichment vendor covers the full ICP for most buyers. ZoomInfo is strong on US mid-market and enterprise, Apollo is dense on SMB and SaaS globally, Cognism is strong on EMEA, and specialist vendors cover specific industries (healthcare, financial services, public sector). Strkr Flows can chain two or three vendors in a waterfall so a miss on the primary falls through to the secondary before the record ever shows up on the AE queue as un-enriched. Pick based on existing contracts and ICP coverage, not on which vendor has the glossiest sales deck.

How does Strkr handle GDPR and CCPA for enrichment data?

Enrichment vendors are processors under GDPR and service providers under CCPA. Strkr stores every vendor credential KMS-encrypted, logs every enrichment call with the user, record, and outcome, and routes subject-access requests to the vendor through the admin console. The Strkr trust center catalogues the DPA, SCCs, and sub-processor list for every integrated vendor, so the privacy officer never has to request a DPA directly from the vendor. Opt-out signals suppress the contact from re-enrichment, intent routing, and warehouse export in a single workflow across every connected surface, and vendor-side suppression write-back fires where the vendor supports the API.

How does Strkr stream CRM events to a data warehouse?

The Segment integration fans every Strkr event (lead.created, deal.stage_changed, contact.updated, flow.ran, and the full event catalogue) to the Segment workspace, which can route to BigQuery, Snowflake, Redshift, Databricks, or any other Segment destination the data team is already paying for. Event payloads include the full object shape at the time of the event, so a deal.stage_changed row in the warehouse table is query-ready without a secondary enrichment pass. On first connect, Strkr can replay historical events so the warehouse table is not empty for the records that existed before the integration landed, and the data team never has to run a one-off backfill job.

Can Strkr enrich from Google Sheets or import prospect lists?

Yes. The Google Sheets integration covers both directions. List views in Strkr export to a Google Sheet that stays in sync on a schedule or on demand so a manager who runs their Monday meeting off a sheet keeps that workflow. Sheets of prospects (from event lists, bought cohorts, partner referrals) import to Strkr with field mapping, dedupe against existing accounts and contacts, and optional enrichment through the same Flow trigger that fires on form fills. A row added to a sheet can also fire a Flow in Strkr, so a Google Sheet becomes a lightweight ingest surface the data team can wire up in minutes.

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