If you work in HubSpot long enough, you start to recognize a pattern: the contact list looks rich and organized at a glance, but once you click into individual records, you discover a familiar mix of missing phone numbers, vague job titles, incomplete company details, and legacy imports that no one has had time to clean up. Sellers quietly build their own spreadsheets to compensate, RevOps spins up manual “data cleanup” projects that never quite end, and marketing teams try to score and route leads using fields that are either blank, outdated, or inconsistent.
TheHubSpot Contact Enrichment with Lusha Auto-Lookup template in Make is designed to break that pattern, not with another one-off data upload, but with a repeatable automation that finds incomplete HubSpot contacts, enriches them using Lusha’s verified contact and company data, and updates each record in place. Instead of asking your team to work around gaps in your CRM, it turns HubSpot into a live, continuously enriched source of truth that sales, RevOps, and marketing can all rely on.
This article walks through what the template does, how it works in practice, and why pairing HubSpot CRM, Lusha, and Make gives your team a smarter, more sustainable way to keep contact data complete—without adding another manual task to anyone’s day.
Why incomplete HubSpot contacts hurt more than you think
Most teams don’t suffer from a complete lack of data; they suffer from almost enough data. A typical HubSpot contact might have a name and email address but no phone number, a company name with no size or industry, or a job title that has never been normalized. On paper, the record exists. In reality, it doesn’t give anyone enough context to move fast.
When that happens at scale:
- Sales reps have to pause before every outreach to search LinkedIn, guess at phone numbers, or ask RevOps for help, which directly slows down speed to lead and reduces the number of meaningful conversations they can have in a day.
- RevOps teams spend more time patching and updating fields than designing better routing rules or building new workflows, because so many automations depend on data that might or might not be there.
- Marketing teams try to build lead scoring models, nurture programs, and ABM campaigns on top of records that don’t consistently capture seniority, industry, or company size, which leads to noisy scoring and misrouted leads.
Manual enrichment sprints and CSV uploads can help temporarily, but the moment new leads start flowing in again, those gaps come back. The real problem isn’t just “dirty data” — it’s the absence of an ongoing motion that keeps HubSpot contact enrichment running quietly in the background.
What the HubSpot + Lusha + Make template actually does
The HubSpot Contact Enrichment with Lusha Auto-Lookup template in Make connects three things you already use or recognize: HubSpot CRM as your system of record, Lusha as your source of verified contact and company data, and Make as the orchestration layer that runs the logic.
At a high level, the template follows a simple loop:
It searches HubSpot CRM for contacts that are missing key data, such as email, phone number, or important company details.
For each of those incomplete records, it uses Lusha’s API to look up additional contact information based on the data you already have, like the person’s name, company, or LinkedIn profile.
It then updates the original HubSpot contact with verified emails, phone numbers, job titles, seniority, and company information, following the mapping and overwrite rules you set.
It processes these contacts efficiently and avoids touching records that are already complete, so you don’t waste API calls or accidentally overwrite good data.
Instead of treating enrichment as a separate project, this template turns HubSpot contact enrichment with Lusha into a repeatable, controllable automation that can run on a schedule or be triggered when new contacts are created.
Who this template is for
Because it sits directly between HubSpot CRM and Lusha, this template speaks to several stakeholders at once:
- Sales reps and AEs who want to open a HubSpot record and see a full profile — contact details, company context, and a clear sense of whether this is worth their next call or not.
- Sales Ops and RevOps leaders who are responsible for data hygiene, lead routing, and making sure scoring models and workflows are based on consistent, reliable fields.
- Marketing and growth teams who rely on complete profiles to segment audiences, build accurate lead scoring, and understand which segments are actually converting.
If your team lives in HubSpot and you’re constantly bumping into partial profiles, legacy imports, or records that “look fine in list view but fall apart in detail view,” this is the kind of automation that quietly fixes the problem at the source.
Key benefits: from proof-of-concept to daily habit
1. Only enrich contacts that genuinely need it
One of the biggest operational risks with any enrichment flow is wasting calls on records that are already in good shape. The template solves this with smart filtering: it starts by querying HubSpot for contacts that are missing one or more critical fields, and only sends those specific records to Lusha.
That means:
- You reduce unnecessary API usage.
- You keep enrichment tightly focused on real gaps.
- You can explain clearly to stakeholders which records are in scope and why.
For RevOps, that translates into predictable, controllable enrichment costs and more trust that automations are doing exactly what they say on the tin.
2. Preserve existing HubSpot data you already trust
The goal of HubSpot contact enrichment with Lusha is to fill gaps and correct issues, not to steamroll the work your team has already done. Inside Make, this template is designed to respect the properties you want to protect while still giving you flexibility where it matters.
You can:
- Choose which HubSpot fields are eligible to be updated by Lusha and which should remain untouched.
- Decide whether Lusha should only fill blanks or whether it can overwrite specific properties when it has more recent or verified information.
- Map Lusha’s email, phone, title, seniority, company name, industry, and size fields to the exact HubSpot properties your team already uses.
This gives you a middle ground between “never overwrite anything” and “overwrite everything,” so you can gradually tighten your data standards without risking surprises.
3. Better scoring, routing, and reporting across your GTM motion
Complete, verified contact data is rarely the end goal on its own; it’s the foundation that lets other workflows do their job properly. Once HubSpot contacts are consistently enriched with Lusha data, you can:
- Build lead scoring models that actually take into account seniority, role, industry, or company size instead of relying on a few incomplete signals.
- Configure routing rules that send leads to the right rep or team based on territory, segment, and fit, without worrying that half the records will be missing the field that drives the rule.
- Give GTM and RevOps leaders more reliable reporting and forecasting, because your dashboards no longer have to compensate for large pockets of missing information.
In other words, this template doesn’t just clean up records; it strengthens everything built on top of those records, from outbound sequences to pipeline reviews.
4. Flexible automation that matches how your team works
The Make template is built to fit into your current motion rather than forcing you into a single pattern. You can:
- Run it on a schedule for example, every hour or once overnight, to continuously sweep for new incomplete contacts and enrich them in batches.
- Trigger it as part of a broader automation in Make, so enrichment runs right after a new contact is created from a form, an event, or another integration.
- Start small, with a limited segment or lifecycle stage, and then expand once you are happy with the quality and impact.
This flexibility makes it easier for RevOps to introduce HubSpot contact enrichment with Lusha as a controlled experiment, measure the impact, and then scale it into a standard part of your revenue stack.
How the template works, step by step
Here’s a more detailed look at how the HubSpot Contact Enrichment with Lusha Auto-Lookup template behaves inside Make:
Search for incomplete HubSpot contacts
Using HubSpot CRM modules in Make, the scenario finds contacts based on filters you define, such as missing phone numbers, blank company fields, or unknown job titles. You get to decide what “incomplete” means for your team.Call Lusha to look up contact details
For each eligible contact, the template sends a lookup request to Lusha. It can use fields like name, company, and LinkedIn profile URL to find a matching person in Lusha’s database and pull back verified contact and company information.Validate and transform the response
The scenario checks that Lusha returned usable, verified data, then transforms that data into the right format for your HubSpot properties. This includes emails, direct dials, job titles, seniority, departments, and firmographic details.Update HubSpot records in place
The original HubSpot contact is updated directly, following the mapping and overwrite rules you configured earlier. There are no duplicate records or disconnected objects; you simply get a more complete version of the contact you already had.Repeat in controlled batches
To stay within rate limits and keep your CRM responsive, the template processes contacts in batches. You can adjust the batch size and schedule based on your traffic and your team’s comfort level.
From a user’s perspective, there is no new interface to learn. Contacts simply start to look more complete over time, and it becomes easier for everyone to trust what they see in HubSpot.
Practical use cases: where this template shines
Make inbound leads sales-ready in minutes
When someone fills out a form and lands in HubSpot with minimal information, reps are forced to delay outreach or rely on generic messaging. With this template, new contacts can be enriched with Lusha data soon after creation, giving sellers phone numbers, titles, and company context before they ever reach out, and helping RevOps shorten speed to lead without adding another manual step.
Clean up legacy imports and cold lists
Many teams migrate into HubSpot with large lists of legacy contacts that contain partial or inconsistent data. By pointing the template at these older records, you can gradually enrich and normalize them with Lusha’s verified data, bringing them up to your current standards and making it safe to use them in campaigns, scoring models, and reporting again.
Strengthen outbound campaigns and sequences
Outbound performance depends heavily on accurate, up-to-date data. Before contacts enter a sequence, you can use this automation to run HubSpot contact enrichment with Lusha, ensuring that seniority, job role, and company attributes are all correct. That context gives SDRs and AEs a better chance of writing relevant outreach, improves deliverability, and reduces wasted touches.
How to get started with the HubSpot Contact Enrichment with Lusha Auto-Lookup template
You do not need to be a developer to set this up, but you do need a clear idea of what good data looks like for your team.
1. Confirm access and prerequisites
- HubSpot CRM access with permission to read and update contacts.
- A Lusha API key with contact lookup enabled.
- A Make account with access to the template library.
- Contacts in HubSpot that contain at least a name plus company or a LinkedIn profile.
2. Install the template from Make
- Open the Make templates library.
- Search for “HubSpot Contact Enrichment with Lusha Auto-Lookup”.
- Click “Get this template” to add it to your workspace.
3. Connect HubSpot and Lusha in Make
- Authenticate your HubSpot CRM account.
- Connect Lusha using your API key so Make can call the enrichment endpoints securely.
4. Define what “complete” means for your business
- Decide which fields are essential for a sales-ready contact (for example, email, phone, job title, company name, industry, company size).
- Use those definitions to configure the HubSpot search module so you only enrich genuinely incomplete contacts.
5. Map fields and set overwrite rules
- Map each Lusha field to the correct HubSpot contact property.
- Choose whether Lusha should fill blanks only, or whether it can overwrite specific fields when its data is more reliable or more current.
6. Start with a pilot segment, then scale
- Run the scenario on a limited set of contacts first — for example, a specific lifecycle stage, region, or list.
- Review the enriched records, gather feedback from sales and RevOps, and fine-tune mappings before expanding to your entire contact base.
From static contact lists to live, enriched HubSpot data
When you combine HubSpot CRM, Lusha’s verified data, and Make’s automation, you move from static, partially complete contact lists to a live system where enrichment is just part of how your CRM operates. Reps open records that already make sense. RevOps spends less time on data hygiene and more time designing better workflows. Marketing builds segmentation and scoring on top of fields they can trust.
The HubSpot Contact Enrichment with Lusha Auto-Lookup template is a simple way to start that motion: a practical, controlled automation that keeps your HubSpot contacts enriched, accurate, and ready to sell—without asking anyone on your team to do more manual work.
