Account matching and account enrichment

Last updated: July 27, 2026

Enrich your accounts with Pursuit data

Using the Data Enrichment area, the platform can enrich your existing accounts by matching your data to Pursuit's database. The enriched data will include a unique Pursuit ID for each matched account, along with additional data fields (see đź“„ Entity Fields Reference for the full list.)

Common Use Cases

Common use cases for uploading an account list and enriching it with Pursuit:

  1. manually matching accounts between your CRM and Pursuit

  2. using a list of accounts as a filter when finding opportunity signals

  3. enriching a marketing campaign target list with more account-level insights from Pursuit or finding a list of target contacts for those accounts

Prepare your file

The Data Enrichment tool only accepts CSV files. It requires certain mandatory columns, and other recommended fields to improve the match rates.

Required Columns

  • Entity Name: The account name

  • State: The account state

Strongly Recommended (improves match)

  • Unique ID: Any unique identifier your organization uses for companies. These identifiers significantly improve match accuracy. See list below.

    • LEA ID

    • NCES ID

    • FIPS Code

    • ORI ID

    • PSAP ID

    • FDID

  • Website

Start the account enrichment process

Once your file is ready,

  1. Click on Data Enrichment in the purple lefthand navigation bar

  2. Click New Data Enrichment and select Account Matching.

  3. Upload (or drag and drop) your prepared CSV file

  4. Map the fields: The tool will ask you to map your CSV columns to the fields Pursuit needs.

    • Entity Name: Map to your account name column.

    • State: Map to your account state column.

    • If you have a website or unique ID column (e.g., FIPS or other ID), map it to the corresponding field.

  5. Run the enrichment

    1. Pursuit will now match your records and append enriched data from from Pursuit (including the Pursuit ID for each matched account)

  6. Review and download results

    1. The enriched dataset will be sent via email once processed. It will include your original data (all the way to the right of the file) plus the new Pursuit data

Understanding the matching results

Each record comes back with two key columns, and they are the best place to start:

  • Pursuit Score: Each row is assigned a pursuit_score that indicates the confidence and match success between the account listed (each row) and a corresponding account in Pursuit.

  • Reason: Each row is also assigned a reason to explain, in brief, why that pursuit_score was assigned to that row.

matchresults.png

Score Range

Action(s)

4 or 5

High match rates / confidence

These accounts are available to use in filtered lists and/or are automatically mapped back to your CRM (if you used the automated account matching option).

1 - 3

Review and clean up the data to remove any false matches, or adjust the data to increase the match rate.

Reviewing accounts that did not match

Only matched accounts appear enriched.

Scroll all the way to the right on the sheet. Your originally uploaded fields are there, usually prefixed with crm_. This will not give you a row-by-row reason, but it lets you see your source data alongside the results and look for patterns.

What a 0 usually means

  • One of the required matching fields did not map correctly (account name or state abbreviation),

  • The record is not a governmental entity.

  • The entity is in a country not currently covered by Pursuit

What a 1 usually means

  • The row is a duplicate of another row that already matched, or

  • The required fields are present but the record still could not be matched.

Common reasons an account does not match

A few patterns account for most non-matches:

  1. NGOs and adjacent organizations will not match, since matching is limited to government entities

  2. Federal entities should use FED as the state abbreviation

  3. School districts will match, but individual schools will not

  4. Entities outside a covered country will not match. Matching is focused on those countries where Pursuit has data coverage.

Cleanup Process

In case of inaccurate or unmatched records, there may be some cleanup required to get your data in the best possible shape. Follow these instructions:

Matched accounts

  • Review records with a match score of 1-3

  • Validate accuracy

  • Remove false matches

Unmatched accounts

  • Ensure these fields are complete and correct: Account Name, State, Website, FIPS, NCES ID, FDID

  • If you have a data team, consider exporting the Pursuit account data and having them manually assign Pursuit IDs to any unmatched accounts.

Re-Import Cleaned Data

Re-import cleaned data into Pursuit's Data Enrichment tool for a fresh matching pass.

Import Enriched Accounts to your CRM

If you used the Initiate Account Matching option on the CRM, integration, accounts scored 4 or 5 will automatically be mapped back to their respective accounts in your CRM.

If you opted to manually match accounts or are manually cleaning up accounts to increase the match rate, then you can manually update / add accounts back to your CRM using these steps:

HubSpot

  1. Setup: Read Step 1 of the đź“„ Integrating HubSpot with Pursuit guide to ensure your account is set up correctly.

  2. Import: In HubSpot, go to Companies and import the enriched CSV. When choosing how to import Companies, if your original dataset was exported from HubSpot including a Record ID, select Update existing Companies only (since these companies already exist in your HubSpot). HubSpot will ask you to map the columns in your CSV to HubSpot properties. Ensure you map:

    • Pursuit ID: Map the "Pursuit ID" column to the custom Company property "Pursuit ID" that you created.

    • Map any other Pursuit-provided fields you want to import, such as population, etc., to their respective HubSpot properties if you have them.

  3. Complete import: Execute the import process to update each company record by filling in the Pursuit ID (and any other mapped fields).

Salesforce (SFDC)

  1. Setup: Read Step 1 of đź“„ Integrating Salesforce (SFDC) with Pursuit guide to to ensure your account is set up correctly.

  2. Import: In Salesforce Setup, open Data Import Wizard (or use Data Loader if you prefer for bulk updates). Select Accounts as the object and indicate that the import is to update existing records (if your original dataset was exported from Salesforce). Salesforce will ask you to map the columns in your CSV to Salesforce fields. Ensure you map:

    • Pursuit ID: Map the "Pursuit ID" column to the custom Account field "Pursuit ID" that you created.

    • Map any other Pursuit-provided fields you want to import, such as population, etc., to their respective Salesforce properties if you have them.

  3. Complete import: Execute the import process to update each account record by filling in the Pursuit ID (and any other mapped fields).

Tips and Tricks

Use a parent-child naming convention to increase match rates

If any of your accounts include a parent jurisdiction in their name, you can use Pursuit's parent-child matching format: <Entity Name>, <Parent Entity Name> in the name field.

Example: Instead of just "Adamsville", use "City of Adamsville, Jefferson County". Here "City of Adamsville" is the entity and "Jefferson County" is the parent. This helps Pursuit distinguish entities with similar names by their parent organization or region.

Important: Use commas only to separate an account name from its parent name (as in the format above). Avoid using additional commas in the name, to prevent confusion in the matching system.

Use Unique IDs

Include supported unique identifiers (e.g. FIPS code, NCES ID, LEA ID, ORI ID, etc.) where possible to raise match rate confidence.