Direct answer
Trigger enrichment when a new lead is admitted, normalize the submitted identity, gather permitted company and contact evidence, score it against explicit ICP rules, and write the findings with their sources. Route the lead from the recorded fit reason. Keep external outreach as a separate approval-gated action.
01
The workflow
- 01
Admit and normalize the lead
Deduplicate by stable identifiers, retain the original submission, and normalize the company domain, person name, email, and location before research begins.
- 02
Gather bounded evidence
Read only the sources approved for the workflow. Store the value, source URL, observed time, and confidence for every material enrichment.
- 03
Apply explicit ICP rules
Evaluate firmographic, role, geography, and exclusion rules separately. Record why the lead passed, failed, or needs review rather than returning an unexplained score.
- 04
Write and route the result
Update permitted CRM fields, create the research note, and route the lead with a reason and next action. Draft outreach separately for human review.
02
Finished artifact
An explainable enriched lead
The durable result should tell the next rep what is known, where it came from, why the lead fits, and what to do next.
- Normalized person and company identity
- Enriched fields with source and observed date
- ICP match and exclusion reasons
- Owner, priority, and recommended next action
- Missing evidence and conflicts requiring review
03
Setup checklist
- Define accepted lead sources and stable deduplication keys.
- Write positive ICP rules and explicit exclusions.
- Map the CRM fields the workflow may edit.
- Choose confidence thresholds and review queues.
- Keep outbound drafts outside the automatic enrichment action.
Authority boundary
HubSpot enrichment can be pre-approved; outbound messages require approval.
Start with the smallest useful authority. Expand it only after the team has reviewed settled outputs and the exception path is working.
Product evidence
New lead researcher
Research, enrich, and route every new lead before it goes cold.
- Trigger
- Event
- Finished output
- Enriched lead summary, HubSpot note, fit reason, and recommended next action.
- Supported sources
- Slack, Google Sheets, HubSpot, Apollo, LinkedIn, Web
04
Sources and verification
These links support the system capabilities and product workflow described above. The page was reviewed on 2026-08-31.