Automate HubSpot account enrichment with Lusha
This play runs on a scheduled basis, searches for company records in HubSpot, enriches each company with Lusha’s Company API, and updates your CRM with verified firmographic data.
Instead of relying on one-time enrichment or manual cleanup, this workflow continuously refreshes your account data—so reporting, routing, and segmentation always run on accurate company intelligence.
Why this works
CRM data degrades over time. Companies grow, relocate, change industries, or adopt new technologies—but account records often stay frozen the way they looked on day one.
This play solves that by re-enriching HubSpot companies on a schedule. Your CRM stays aligned with reality, without Ops teams running audits or manual updates.
What you get
- Scheduled enrichment (weekly, bi-weekly, or custom cadence)
- Batch search of HubSpot company records
- Automated Lusha company enrichment (industry, size, HQ, revenue range, funding stage, tech stack where available)
- Cleaner CRM data for segmentation, scoring, and reporting
- No manual maintenance required
How to set it up
Connect your apps in Workato
Ensure the following connections are active:
- HubSpot: permission to search and update company records
- Lusha: API access for company enrichment
Once connected, the workflow can run automatically on schedule.
Configure the schedule trigger
Adjust the timing based on your needs:
- Weekly (recommended for most teams)
- Bi-weekly or monthly for larger datasets
Tip: Run during off-hours to avoid hitting rate limits during peak usage.
Define which HubSpot accounts to enrich
Customize the HubSpot search to target:
- Accounts missing key firmographic fields
- Accounts not enriched in the last 30–90 days
- Specific lifecycle stages (Customers, Open opportunities, Target accounts)
This keeps enrichment focused and cost-efficient.
Configure Lusha company enrichment
Map the strongest identifier available:
- Company domain (preferred)
- Company name
- HubSpot company ID (if applicable)
Lusha returns updated firmographics such as:
- Industry
- Employee count
- Revenue range
- HQ location
- Funding stage
- Technologies used
(Optional) Write enriched data back to HubSpot
If not already configured, add update logic to:
- Fill missing fields only
- Refresh outdated values
- Flag accounts enriched in the current run
This ensures HubSpot remains your system of record.
What to do next
- Add enrichment freshness rules: Skip accounts enriched in the last 30 or 60 days to save credits.
- Create health dashboards: Track enrichment coverage across your HubSpot account base.
- Segment with confidence: Use enriched fields to power ABM lists, routing rules, and lifecycle automation.
- Expand to contacts:Trigger contact-level enrichment once key accounts are updated.
- Alert on changes: Send Slack alerts when high-value accounts change size, industry, or funding stage.
The goal: Your CRM shouldn’t slowly drift out of date. This play keeps HubSpot accounts continuously enriched and reliable—so every decision, workflow, and report is built on accurate company data.
No FAQ items available at this time.
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