This Zapier workflow connects Salesforce and HubSpot. When a new record is created in Salesforce, Lusha enriches the company and contact, the workflow checks that the match is valid, and the enriched contact is enrolled in a HubSpot workflow. Every new lead starts your lifecycle automation with clean, complete data.
Enrich new Salesforce records and enroll them in HubSpot workflows
Why enrich Salesforce records before they reach HubSpot?
Most leads arrive in Salesforce with missing or messy fields, like no domain, the wrong company name, or no contact details. That breaks workflow enrollment, segmentation, scoring, and assignment.
This workflow fixes the data first. It enriches the company and contact, checks the result, and only then sends the contact to HubSpot, so your automations run on the right information.
What this workflow does
- Starts when a new lead, contact, account, or custom record is created in Salesforce
- Enriches the company with Lusha, adding industry, size, HQ, and revenue range where available
- Continues only if Lusha found a valid company match
- Finds and enriches the right contacts at the company, by title, function, or seniority
- Adds work email, direct dial, title, department, location, and LinkedIn URL
- Creates or updates the contact in HubSpot
- Enrolls the enriched contact in a HubSpot workflow for scoring, routing, sequences, or nurture
How to set it up
01
Start from the Zapier template
Open the Salesforce → Lusha → HubSpot template in Zapier and copy it.
02
Configure the Salesforce trigger
Use the Salesforce New Record trigger and choose the object you want to watch, typically:
- Lead
- Contact
- Account
- A custom object for inbound leads
Best practice: Run the workflow only on the records you plan to enroll (e.g., Source = Inbound or Lifecycle stage = Lead) to reduce noise.
03
Configure Lusha company enrichment
Add a Lusha Connect company enrichment step and map the cleanest identifiers from Salesforce:
- Company domain (preferred)
- Company name (fallback)
- Optional: HQ country or state, if you have it, to improve the match
Tip: For leads, the email domain is often the fastest path. Extract the domain from the email, enrich the company, then enrich the right contact.
04
Add a filter for valid matches
Add Filter by Zapier so the Zap continues only if Lusha returned a valid company match, for example when one of these fields exists in the Lusha output:
- Company ID
- Company name
- Matched domain
Optional: Continue only if the company fits your ICP (e.g., employee range, industry, region). If the filter fails, send the record to a fallback path with Paths by Zapier or log it in a Google Sheet for manual review.
05
Find the right contacts at the company
Use the enriched company to find the contacts to enrich. First decide what this workflow is for:
- Enriching the person who came in: match by email first.
- Enriching target personas at the same company (account-based): search by job title or function (e.g., Sales, RevOps, IT, Finance) and seniority (e.g., Manager and above).
Limit the search to 1–3 contacts per company to control credit usage and noise.
06
Configure contact enrichment
Enrich each contact with Lusha and map the fields you want to use downstream, such as:
- Work email (if missing)
- Direct dial or phone (where available)
- Title, department, and seniority
- Location
- LinkedIn URL
Best practice: Only fill in fields that are empty in your CRM, so you don’t overwrite trusted data.
07
Create or update the HubSpot contact
Add the HubSpot Create or Update Contact action, using email as the unique identifier, and map the enriched Lusha fields. HubSpot can only enroll a contact that already exists, so this step must come before enrollment.
08
Enroll the contact in a HubSpot workflow
Add the HubSpot Add Contact to Workflow action. Choose the workflow from the dropdown (some accounts need the workflow ID) and map the contact’s email from the previous step.
09
Test end-to-end
Create a test record in Salesforce and confirm that:
- Lusha enriches the company and contact
- Records with no company match stop at the filter
- The contact is created or updated in HubSpot
- The contact is enrolled in the right HubSpot workflow
What to do next
- Segment by enrichment results: Create HubSpot branches based on industry, company size, or region to trigger different nurture tracks or sales motions.
- Add lead scoring: Use enriched firmographics and seniority to assign scores automatically (e.g., ICP fit + decision-maker = higher priority).
- Auto-assign ownership: Route enriched leads to the right SDR or AE based on territory, segment, or account size—without manual Ops work.
- Control credit usage: Add additional filters to skip enrichment if the company or contact was enriched recently or already exists with complete data.
- Create an Ops review queue: Log failed enrichments or partial matches to a Google Sheet or HubSpot list for quick review and cleanup.
- Expand to account-based motions: Once the lead is enriched, automatically enrich additional buying committee roles at the same company for multi-threaded outreach.
- Track impact: Measure conversion rates and time-to-contact for enriched vs. non-enriched leads to quantify the ROI of automated enrichment.
The goal: New Salesforce records shouldn’t enter your funnel half-empty. This workflow enriches the company and contact immediately, validates the output, and enrolls the right people into HubSpot workflows—so lifecycle automation runs on clean data, not guesswork.
FAQ
Use this Zapier workflow. It enriches each new Salesforce record with Lusha and enrolls the contact in the HubSpot workflow you choose.
A filter step stops the workflow. You can send those records to a fallback path or log them in Google Sheets for manual review.
Either. You can enrich the person who came in, or find target personas at the same company for account-based outreach.
Limit the search to 1–3 contacts per company, and skip companies or contacts that were enriched recently.
The workflow creates or updates the contact in HubSpot first, then enrolls it in the workflow.
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