This Workato recipe keeps your HubSpot company records up to date. On a schedule you set, it finds the companies you choose, enriches each one with the Lusha Company API, and updates HubSpot with verified firmographic data.
Automate HubSpot account enrichment with Lusha
Why re-enrich HubSpot accounts on a schedule?
CRM data goes out of date. Companies grow, move, change industries, and adopt new tools, but their HubSpot records often stay exactly as they were the day they were created.
Enriching once isn’t enough. This recipe re-enriches accounts regularly, so your reporting, routing, and segmentation keep running on current data, without manual audits.
What this workflow does
- Runs on a schedule, weekly, bi-weekly, or monthly
- Finds the HubSpot companies you want to enrich, like accounts with missing fields or specific lifecycle stages
- Enriches each company with Lusha, adding industry, employee count, revenue range, HQ location, funding stage, and technologies used
- Updates HubSpot, filling missing fields and refreshing outdated values
- Flags which accounts were enriched in each run
How to set it up
01
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.
02
Define which HubSpot accounts to enrich
Add the HubSpot search step and connect an account that can search and update company records. Customize the search to target:
- Accounts missing key firmographic fields
- Accounts not enriched in the last 30–90 days
- Specific lifecycle stages (Customers, Open deals, Target accounts)
This keeps enrichment focused and cost-efficient.
03
Configure Lusha company enrichment
Add the Lusha step and connect your account with API access for company enrichment. Map the strongest identifier available:
- Company domain (preferred)
- Company name
Lusha returns updated firmographics such as:
- Industry
- Employee count
- Revenue range
- HQ location
- Funding stage
- Technologies used
04
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- Refresh outdated values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.
05
Test the recipe
Run the recipe once on a small set of companies and confirm:
- The HubSpot search returns the right companies
- Lusha returns firmographic data
- HubSpot company records update correctly
Then turn the schedule on.
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 workflow keeps HubSpot accounts enriched and reliable, so every decision, workflow, and report is built on accurate company data.
FAQ
Use this Workato recipe. It runs on a schedule, enriches your HubSpot companies with Lusha, and updates the records.
Weekly works for most teams. For larger databases, bi-weekly or monthly is usually enough.
Industry, employee count, revenue range, HQ location, funding stage, and technologies used.
No. You choose which accounts to include, for example, companies missing key fields or accounts in specific lifecycle stages.
Skip accounts that were enriched in the last 30 or 60 days, and focus on the companies you actually work with.
Ready to run this?
One data connection. Works in Claude, ChatGPT, your CRM, or any agent you build.
