LeadMagic is now integrated with Apollo.io's Waterfall Enrichment, giving you access to LeadMagic's email and phone data directly inside Apollo's platform.
Waterfall Enrichment checks multiple data providers in a specific order to find the most reliable email or phone information. When one provider doesn't have the data, Apollo automatically checks the next provider in the sequence until a result is found or all sources are exhausted.
No single data provider has all the data. Apollo's waterfall brings data partners together—aggregated, aligned, and actionable in one place—so you can act on everything seamlessly.
You can use LeadMagic inside Apollo in two ways:
External Integration (API Key) Enter your LeadMagic API key in Apollo to use your existing LeadMagic subscription. Your lookups follow LeadMagic's pricing and do not consume Apollo credits.
Native Integration If available, you can add LeadMagic to your enrichment lineup and use Apollo credits to run enrichment without needing a separate LeadMagic account.
This gives you flexibility: connect your existing LeadMagic subscription via API key, or try LeadMagic through Apollo's native integration using Apollo credits.
→ Apollo's configuration guide
Once your admin configures the waterfall settings, you can trigger enrichment in multiple workflows:
Saving new contacts (individual or bulk)
Enriching saved contacts (individual or bulk)
Using the contact profile page
Enriching missing emails from the Data Health Center
Using the Apollo Chrome Extension to save and enrich leads
→ More on triggering enrichment
Open Apollo and select People from the left navigation menu.
Run any search with your desired filters
Locate the Emails column header
Click on the Emails dropdown menu
Select Edit field from the options
This opens your organization's waterfall enrichment configuration panel.
In the Enrichment configuration section, you'll see your current data sources listed
Make sure Enable Waterfall for your team is toggled on
Locate LeadMagic in your data sources list
Click the settings icon (gear symbol) next to LeadMagic
When the API key dialog appears, enter a descriptive name in the Key name field (e.g., "LeadMagic-Apollo")
Paste your LeadMagic API key in the API key field
Click Save
Click Save & run at the bottom of the enrichment configuration panel
Confirm that you want to apply these changes across your entire team's Apollo account
Credit usage depends on your data source setup:
API key connection: Lookups use your LeadMagic subscription. Track usage in your LeadMagic dashboard. No Apollo credits consumed.
Native integration: Lookups use Apollo credits and count toward your Apollo plan limits.
Apollo provides an estimated preview of credit charges when configuring waterfall settings.
When you re-enrich contacts, Apollo skips the provider that originally returned the email or phone number and starts with the next one in your waterfall lineup. This continues until a new result is found.
Apollo displays which provider supplied each enriched field. Hover over an enriched value to see the source, or review attribution from the contact profile or your waterfall enrichment report.
→ Contact profile details
→ Waterfall enrichment report
Enrichment finds missing contact emails or phone numbers by cycling through your selected data sources in order.
Verification is an optional extra layer you can enable in your waterfall configuration. Only one email validation source and one phone validation source can be active at a time.
