How is this different from data enrichment?

Waterfall is the orchestration layer — multiple providers in order. Data enrichment is the broader capability; waterfall is how Armada maximizes hit rate on each row.

Can I bring my own providers?

Yes. BYO keys bill through your vendor contracts while Armada keeps the same list and sequence workflow.

[List building]

Waterfall

Stack enrichment providers until you hit verified data

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[Overview]

Stop betting on a single enrichment vendor. Armada runs a ordered waterfall across email and phone providers on every prospect — platform credits or your own LeadMagic, Prospeo, Findymail, Wiza, and Apollo keys. One miss does not kill the row; the next provider runs until you get a verified result or exhaust the stack.

Highlights

Ordered provider waterfall for email and phone
BYO enrichment keys or platform credits
Soft fails stay visible for ops retry

Outcomes

Higher fill rates than any single provider alone
Cost control with BYO keys where you already have contracts
Outbound-ready rows without remapping CSVs between tools

How it works

01
Set provider order
Pick platform defaults or stack your own enrichment keys in priority order.
02
Run the waterfall
Each row tries providers sequentially until email, phone, or firmographics verify.
03
Ship to lists
Verified contacts land in lists and sequences with the fields sequences need.

[waterfall enrichment]

Signal in. Verified contact out.

Start from buying motion, then run a full enrichment waterfall on every row — email, phone, verify — until one provider hits.

01

High-intent leads from signals. Not another stale Apollo dump.

Everyone else already emailed the same scraped database. Armada builds from buying motion: people liking and commenting on competitor posts, your own followers, job changes, new leadership, fundraising, headcount spikes, G2 and Trustpilot reviews. If they aren't showing a signal, they don't make the list.

Competitor likes & comments
Your followers & engagers
Job & leadership changes
Fundraising rounds
Headcount growth
G2 & Trustpilot reviews

02

Full waterfall on every prospect. One miss doesn't kill the row.

Discovery can leave a name and a LinkedIn URL. Enrichment does the rest: email finders in order until one hits, then phone the same way, then verify so you are not sending into a bounce graveyard. Bring your own keys if you already pay those vendors; the sequence stays identical.

Email

LeadMagic
Prospeo
Findymail
Wiza
Apollo
People Data Labs

Phone

LeadMagic
Prospeo
Forager
Cognism
Lusha
People Data Labs

Verify

MillionVerifier
ZeroBounce
Twilio

03

Every source in the stack.

Platform credits or your own keys — LeadMagic, Prospeo, Findymail, Wiza, Apollo, and the rest sit in one ordered waterfall. Soft fails stay visible so ops can retry without remapping CSVs.