How to add columns to an audience and run enrichment in GTM One

Learn how to add columns to an audience, fill them with enrichment and follow the run.

Overview

An audience works like a spreadsheet, and each column answers a business question about the records in it. You can add columns to an audience in two ways:

• Enrichment columns are filled for you from a data source, such as ZoomInfo company and contact data, your CRM, signals, or AI.
• Custom columns are columns you fill in yourself, such as notes, flags, or manual attributes.

Enrichment draws on the same shared data layer used across GTM One, so some data sets return more detail than before. Job posts, in particular, can be returned as individual postings, including job descriptions, rather than as a single count.

After you add enrichment columns, you run enrichment to fill them and follow the run as it goes. AI columns cannot be added in Advanced Search. To enrich Advanced Search results, add them to an audience first and then enrich them there. See How to Create an Audience from Advanced Search Results in GTM One.

The Add column menu in an audience, showing Add Custom column, Search all enrichments, and one-click columns.

Before you begin

• You need edit access to the audience.
• To run enrichment, the audience needs at least one row, and its records must have finished loading.
• Enrichment can use data credits and AI credits. A run that includes AI columns does not start when your AI credits have run out.

Add an enrichment column

1. Open the audience you want to enrich.
2. Click Enrich at the top of the audience builder, or click Add column above the records table and then click Search all enrichments.
3. Click a category in the list on the left of the Enrich panel (e.g., Popular, Company Data, Contact Insights, CRM, Account AI, or Signals), or type what you are looking for into the Search enrichments box.
4. Click the enrichment you want.
5. Select the data points you want to add as columns.
6. Click Preview to see the values on the first rows before you commit (optional).
7. Click Add as column.
8. In the Save column dialog, select Add as a column in this Audience.
9. Click Save.

The footer of the Enrich panel shows how many data points you have selected (e.g., 3 Data Points selected).

Save enrichment results as a new audience

You can also place the enrichment results in a separate audience as rows. This option still adds the column to the audience you are in, so you do not need to enrich twice.

1. In the Save column dialog, select Add as a column and create a new Audience.
2. Click Next.
3. Choose which rows to process, if you are asked.
4. Click Save.

This option can take a few minutes. When it finishes, a message reads "Column added and new Audience created". It is available only when the results come to 200K records or fewer. Otherwise the option is unavailable and its tooltip reads "Can't save more than 200K records in new audience".

Add an AI column or web research

AI columns answer a question about each record using AI. The AI tools include Data Analysis, AI Emailer, Web Research (which explores public web sources), and Conversation Intelligence. They are in the Enrich with AI category of the Enrich panel. If your Enrich panel shows an Agents section, the same tools are listed under Legacy tools in the All agents view instead.

1. Open the audience you want to enrich.
2. Click Enrich at the top of the audience builder.
3. Click Enrich with AI in the category list on the left, or, if your panel shows an Agents section, click View all at the bottom of the Agents section and find the tool under Legacy tools. You can also type a description of what you want into the Search enrichments box and click the Enrich with AI card that appears at the top of the results.
4. Click the AI option you want (e.g., Web Research), if you chose a category or opened the All agents view.
5. Enter your prompt or settings in the panel.
6. Click Add as column.
7. In the Save column dialog, click Save.

Before you save, AI enrichments show an estimate of the AI credits they will use. If your account has no AI credits left, a message titled "You're out of AI credits!" appears instead. Contact your ZoomInfo admin to get more credits.

Add job posts filtered to specific roles

Job posts enrichment can return individual job postings, including job descriptions, and you can limit the results to the roles you care about.

1. Open the audience you want to enrich.
2. Click Enrich at the top of the audience builder.
3. Type "Job Posts" into the Search enrichments box.
4. Click Job Posts.
5. Click Narrow the results.
6. Add filters for the roles you want (e.g., a job title filter).
7. Click Apply.
8. Choose the fields to return in the Configure output section (e.g., the job description).
9. Save the column using the button at the bottom of the panel, and complete the Save column dialog.

Add one of the audience's own fields

The Add column menu offers a one-click shortcut for fields that belong to the audience's own record type but are not in the audience yet. The section heading matches the audience type (e.g., Company columns for a ZoomInfo company audience, Opportunity columns for a CRM opportunity audience, or Job Posts columns for a job posts audience).

1. Click Add column above the records table.
2. Click + next to the field you want to add.

The menu shows the first three missing fields. After you add one, the next missing field takes its place. When the audience has all of them, the menu tells you so.

Add a custom column

Custom columns can be one of five types: Text, Number, Date, Checkbox, or Single-select (a picklist with one choice per cell).

1. Click Add column above the records table.
2. Click Add Custom column.
3. Type a name in the Column name box.
4. Under Type, click Text, Number, Date, Checkbox, or Single-select.
5. Click Add column (for a Single-select column, this button reads Next).

Column names can be up to 50 characters and cannot match a column already in the audience.

Add options to a single-select column

1. Type an option in the Option name box.
2. Click Add option.
3. Repeat the previous two steps for each option you need.
4. Click Create column.

Run enrichment

Enriching fills in the columns of an audience that get their values from ZoomInfo data or AI. You can run it for every row, for one column or for selected rows. The run starts in the background, and GTM One shows its progress while the columns fill.

1. Open the audience.
2. Click the More actions menu in the header and click Run enrichment.
3. Choose what to run: all rows, the selected column or a selected record. The dialog shows the AI action credits you have available.
4. Confirm the run. GTM One reports "Enrichment run started."

To run a single column instead, open the column's header menu and click Run column.

The dialog shows the rows in the audience and, for AI columns, "Estimated AI action credits". If you selected rows or applied a filter, it asks you to pick the criteria to process first. Its footer shows "AI action credits available" when the run includes AI columns.

Choose what to re-run

A column that has already run can be run again. Re-running only the cells that are empty or ended in an error uses fewer credits than recomputing every value. Run the whole column again when you need fresh values even where a cell already has one.

This choice is available when your organization has conditional enrichment turned on, and only when you run a single column with Run column. The Run enrichment dialog then shows a Run conditions choice:

1. Open the column's header menu and click Run column.
2. Under Run conditions, click Only fill missing values (runs only cells that are empty, errored or never processed) or Enrich all values (runs every cell in scope, best for up-to-date data).
3. Check the estimate. It changes with your choice, because Enrich all values is priced for every row.
4. Click Run.

Only the column you picked runs, not the columns it reads from. If a column it reads from is empty, the cells that depend on it can show "Failed to load". Run the input column first.

Follow the run

1. Watch the Queue bar while columns fill. Each column shows as Queued, Starting, a percentage, Finishing, Processed, Failed or Incomplete.
2. Click View run log on the Queue bar to see every run for the audience. When no run is in progress, open it from the audience's more actions menu with Enrichment run log.
3. Filter the log by column, status, who ran it or the run date, and use Export to CSV to keep a copy.

The log totals the runs, the data credits used and the AI action credits used.

Column limit

Each audience has a maximum number of columns. When you reach it, trying to add an enrichment shows a message titled "Column limit reached." Delete columns you no longer need, then try again.

Delete a column

If a column cannot be deleted, a message reads "Failed to delete column:" followed by the reason. The usual reasons are that the column is marked as not deletable, or that another enrichment column reads from it. Remove the columns that depend on it first, then delete it.

Keep enriched columns up to date

You can refresh enrichment columns automatically on a daily or weekly schedule and choose which columns refresh. See How to Automate an Audience Refresh in GTM One.

If you see an error

• "You're out of AI credits!" Your account has no AI credits left, so the enrichment or run did not start. Ask your ZoomInfo admin to add AI credits, then try again.
• "Column limit reached." The audience is at its column limit. Delete columns you no longer need, then try again.
• "Failed to delete column:" followed by a reason. The column could not be deleted. Remove the columns that depend on it first.
• "Failed to save as new audience" The new audience was not created. Try again in a moment.
• "This column has no list of records to turn into a new Audience." The column you enriched does not return a list of records. Add it as a column in this audience instead.
• "New audience was created but did not load. Try refreshing the page." Reload the page to see the new audience.
• "We couldn't save or load this action's settings. Close this panel and try again." The action's settings did not save. Close the panel and open it again.
• "We couldn't load the columns for this action, so it can't be added." The action's data source is not reachable. Ask your admin to check the action's access.
• "Could not start the enrichment run." The run was not accepted. Wait a moment and try again, and check that you still have edit access.
• "Saving to a new audience is not supported for this enrichment type." The enrichment you chose cannot place its results in a new audience. Add it as a column in this audience instead.

Resources

• How to Build an Audience in GTM One
• How to Create an Audience from Advanced Search Results in GTM One
• How to Automate an Audience Refresh in GTM One
• Overview of Credits in GTM One (AI + Data, Value-Based Charging)