Why Integrate Catchlight with Your CRM
Your CRM contains:
Contact information you've collected
Relationship history
Notes from conversations
Documents and correspondence
Your internal categorizations
Catchlight adds:
Enriched demographic data
Professional background
Wealth and income estimates
Life events and milestones
Engagement scores
Social capital indicators
Interests and lifestyle data
Together: Comprehensive view combining your knowledge + external enrichment
Integration Approaches
API Integration (Best)
How it works: Direct connection between Catchlight and CRM via API
Benefits:
Real-time data sync
Automated updates
Bidirectional flow
Seamless user experience
Availability: Check with your account manager and your CRM vendor about API availability
CSV Upload/Download (Most Common)
How it works: Export from CRM, upload to Catchlight, download enriched data, import back to CRM
Benefits:
Works with any CRM
You control timing and data flow
No technical integration required
Process:
Export contacts from CRM (CSV)
Upload to Catchlight for enrichment
Wait for enrichment (24-72 hours)
Download enriched data from Catchlight
Import back into CRM (merge with existing records)
Frequency: Monthly, quarterly, or as needed
Manual Field Updates (Small Scale)
How it works: Review Catchlight profiles, manually update CRM fields
When to use: Small client base, high-value prospects only, supplemental to other methods
Process:
Open prospect in Catchlight
Open same prospect in CRM
Copy relevant data from Catchlight to CRM
Add notes from Catchlight insights
Frequency: As needed for priority prospects
Data Fields to Sync
Essential Fields to Push from CRM to Catchlight
Full Name (First, Last, Middle)
Email Address
Phone Number
Mailing Address (Street, City, State, ZIP)
Date Added
Your Internal ID (for matching)
Why: These fields help Catchlight match and enrich the correct person
Valuable Fields to Pull from Catchlight to CRM
Identity & Matching:
Catchlight ID (for future syncs)
Match Confidence
Enrichment Status
Professional:
Current Employer
Job Title
Job Level
Industry
LinkedIn URL
Demographics:
Age / Age Range
Marital Status
Children (Yes/No or Count)
Home Ownership Status
Location Details
Financial:
Income Range
Investable Asset Range
Wealth Segment
Home Value
Projected Revenue
Engagement:
Catchlight Score
Social Capital Score
Life Events:
Recent Life Events (Job Change, Home Purchase, etc.)
Eligibility Milestones (Turning 50, Medicare, RMD, etc.)
Interests:
Interest Areas
Sport Affinities
Hobbies
Social Media:
LinkedIn Profile URL
Facebook URL (if available)
Twitter URL (if available)
CRM Field Mapping
Create Custom Fields in CRM
Most CRMs allow custom fields. Create fields for Catchlight data:
Recommended custom fields:
Catchlight Score (Number, 0-100)
Social Capital Score (Number, 0-100)
Wealth Segment (Picklist: UHNW, HNW, Affluent, Mass Affluent, etc.)
Income Range (Picklist or Text)
Investable Assets Range (Picklist or Text)
Life Events (Multi-select or Text)
LinkedIn URL (URL field)
Enrichment Status (Picklist: Complete, Partial, etc.)
Last Enriched Date (Date field)
Map Fields Consistently
When importing/exporting, use consistent field mapping:
Catchlight "Current Employer" → CRM "Company"
Catchlight "Job Title" → CRM "Title"
Catchlight "Catchlight Score" → CRM "Engagement Score"
Document your mappings to ensure consistency across imports.
Workflow: Enriching CRM Contacts
Initial Enrichment
Step 1: Clean Your CRM
Deduplicate records
Verify contact information
Complete as many fields as possible (more data = better matching)
Step 2: Export from CRM
Export all prospects/clients you want enriched
Include: Name, Address, Email, Phone, Company
Save as CSV
Step 3: Upload to Catchlight
Import CSV to Catchlight
Map fields during import
Initiate enrichment
Step 4: Wait for Enrichment
Allow 24-72 hours for processing
Check enrichment status
Step 5: Download Enriched Data
Export enriched records from Catchlight
Includes original data + enrichment fields
Step 6: Import Back to CRM
Import enriched CSV to CRM
Match on unique ID (email, CRM ID, Catchlight ID)
Update records with enrichment data
Step 7: Verify
Spot-check records to ensure correct matching
Review match confidence scores
Fix any mismatches
Ongoing Sync Strategy
Monthly Refresh (Recommended):
Export new contacts from CRM
Upload to Catchlight for enrichment
Download and import enriched data
Update existing records with fresh data
Quarterly Full Refresh:
Re-enrich entire database
Capture life events, score changes, updated professional info
Triggered Enrichment:
When adding high-value prospect, enrich immediately
Before major campaigns, enrich campaign segment
Using Enriched CRM Data
Segmentation
Create CRM lists/segments based on Catchlight data:
"High Catchlight Score Prospects" (Score 70+)
"Affluent with Life Events"
"Pre-Retirees" (Age 60-65)
"Recent Job Changers"
"Tech Employees" (Current Employer filter)
Automation
Set up CRM workflows triggered by Catchlight data:
If Catchlight Score > 80 → Assign to senior advisor
If Life Event = Job Change → Add to rollover campaign
If Age = 64 → Add to Medicare planning sequence
If Wealth Segment = HNW → Tag for premium service
Reporting
Create CRM reports using Catchlight data:
Pipeline value by Wealth Segment
Conversion rates by Catchlight Score tier
Geographic distribution by home value
Life event coverage by advisor
Best Practices
Maintain Data Quality
In CRM:
Keep contact information current
Remove duplicates regularly
Verify email addresses
Update when clients share new information
Feedback Loop:
When client provides actual data, update CRM (overriding estimates)
Flag incorrect Catchlight data for future enrichment improvement
Respect Data Sources
Client-Provided Data > Catchlight Estimates
If client tells you their actual income, assets, or situation:
Update CRM with actual data
Don't replace actual data with estimates during imports
Use Catchlight data only when client data is missing
Field Overwrite Strategy
During imports, decide:
Which fields should overwrite (Catchlight data always wins)
Which fields should not overwrite (preserve client-provided data)
Which fields should only populate if CRM field is empty
Example strategy:
Overwrite: Catchlight Score, Enrichment Status (always update)
Conditional: Professional info (update if CRM empty or older)
Never overwrite: Client-provided financial data, personal notes
Security
Protect enriched data:
Use CRM's security/permission features
Limit access to sensitive fields (income, assets)
Don't export enriched data unnecessarily
Follow your firm's data security policies
CRM-Specific Tips
Salesforce
Use custom objects or fields for Catchlight data
Build reports and dashboards with enrichment data
Create workflows triggered by score or life events
Use Salesforce Einstein with enriched data for predictions
Redtail
Add custom fields for Catchlight scores and segments
Use categories/tags for life events
Build workflows for milestone-based outreach
Create custom reports with enrichment data
Wealthbox
Custom fields for enrichment data
Use tags for segmentation
Workflows for automated outreach
Task creation based on life events
Microsoft Dynamics
Custom entities or fields
Power Automate flows using enrichment triggers
Power BI reports with Catchlight data
Segmented marketing lists
Measuring Success
Track Metrics
Conversion rate: Enriched contacts vs. non-enriched
Response rate: High Catchlight Score vs. low
Revenue: By Wealth Segment
Efficiency: Time saved with enrichment data
Optimize
Which enrichment fields drive best results?
Does Catchlight Score predict conversion?
Are life event triggers effective?
What segments have highest ROI?
Use data to refine prioritization and outreach strategies.
Troubleshooting
Common Issues
Records not matching during import:
Ensure unique identifier (email, ID) is consistent
Check for spelling differences
Verify field mapping during import
Data overwriting client-provided information:
Adjust import settings to "only update if empty"
Protect client-provided fields from overwrite
Duplicate records created:
Use CRM's duplicate detection during import
Match on email or unique ID
Manually merge duplicates after import
Quick Start Guide
Week 1: Setup
Create custom fields in CRM for Catchlight data
Document field mapping strategy
Export small test batch from CRM
Week 2: Test
Upload test batch to Catchlight
Wait for enrichment
Download enriched data
Import back to CRM
Verify accuracy and field mapping
Week 3: Full Implementation
Export full contact database
Upload to Catchlight for enrichment
Download enriched data
Import to CRM
Create segments and reports
Ongoing: Monthly Sync
Export new contacts + priority re-enrichments
Upload to Catchlight
Download and import enriched data
Review and optimize
Related Articles
5.2: Profile & Identity Data
5.10: Enrichment Status Values
3.4: Exporting and Sharing Data
7.1: Data Accuracy and Limitations
6.1: Prioritizing Leads