Automate company enrichment and signal-based workflows in HubSpot using Lusha and Make.
Keep company records accurate, detect real-world changes, and trigger GTM workflows automatically without manual CRM updates.
Why company data breaks in HubSpot
Most teams enrich company data once and move on.
But companies don’t stay still:
- Headcount grows or shrinks
- Teams hire, reorganize, or expand
- Buying intent appears long after the first enrichment
When company data goes stale, everything downstream suffers — routing, scoring, prioritization, and reporting.
The fix isn’t more enrichment.
It’s automation that reacts to real company changes.
The solution: company enrichment + signals, automated
Using Lusha and Make, you can turn HubSpot into a system that:
- Continuously enriches company records
- Detects real-world company changes
- Triggers workflows the moment those changes happen
Instead of checking dashboards or running cleanup jobs, your GTM workflows stay in sync automatically.
The workflow patterns this covers
This post covers three core Make workflows:
- Capture Company Signals & Broadcast Alerts
- Monthly HubSpot Signal Sync
- Real-Time Signals for HubSpot
Together, they enable ongoing company enrichment and signal-driven automation inside HubSpot.
How it works (high level)
1. Enrich company records with Lusha
Company records in HubSpot are enriched using Lusha’s verified company data — ensuring fields like size, industry, and firmographics stay complete.
2. Detect real company changes
Lusha Signals identify meaningful updates, such as:
- Company growth or hiring trends
- Structural or organizational changes
These aren’t static fields — they reflect what’s happening now.
3. Sync signals into HubSpot
Using Make, signals are:
- Written into HubSpot company fields
- Evaluated on a schedule or in real time
This keeps HubSpot aligned with real-world company activity.
4. Trigger workflows automatically
Once signals are in HubSpot, they can trigger:
- Lead or account routing
- Alerts to sales or RevOps
- Enrollment into sequences or campaigns
- Scoring or prioritization updates
Signals become triggers, not notifications.
Example workflows you can run
Real-time company signals in HubSpot
Automatically update HubSpot company records when Lusha detects new signals — no manual checks required.
Monthly company signal sync
Run a scheduled sync to keep all company records fresh and aligned with recent changes.
Signal-based alerts and routing
Notify reps or trigger workflows when accounts show growth signals that indicate sales opportunity.
What this enables for GTM teams
With automated company enrichment and signals in place, teams can:
- Keep HubSpot company data accurate over time
- Prioritize accounts based on real changes, not static lists
- Trigger workflows exactly when something meaningful happens
- Reduce manual CRM maintenance and cleanup
This is especially critical for teams running ABM, territory-based routing, or signal-driven outbound.
Why this approach works
This setup treats Lusha as a live data layer, not a one-time enrichment tool.
Instead of refreshing data manually, company records evolve automatically and workflows react as soon as they should.
That’s what makes GTM automation reliable at scale.
Try it yourself
You can explore and activate these workflows directly in Make:
- Capture Company Signals & Broadcast Alerts
- Monthly HubSpot Signal Sync
- Real-Time Signals for HubSpot
Once live, your HubSpot workflows stay aligned with what’s actually happening in the market without extra effort.
Keep reading:
How Lusha uses job-change signals to re-activate high-intent prospects
Lusha + monday CRM: keep every board enriched with verified data
Waterfall data enrichment: why streaming data beats static stacking
FAQs
Company enrichment in HubSpot is the process of automatically adding and updating company data—such as firmographics, size, and activity indicators—inside HubSpot company records to keep them accurate over time.
Lusha enriches HubSpot company records by providing verified company data and live company signals. These updates can be synced into HubSpot using automation tools like Make.
Company signals are real-world changes detected at the company level, such as growth trends or organizational changes. When synced into HubSpot, these signals can be used to trigger workflows, alerts, or prioritization.
Yes. Using Make, you can automatically sync Lusha company signals into HubSpot either in real time or on a schedule, and trigger workflows when those signals appear.
