The Customer Intelligence Agent — Every New Lead Enriched Automatically

How to build the workflow that enriches every new lead with company data, recent news and personalised pain points — all written to your CRM before your sales rep picks up the phone.

Sales reps spend 20-30 minutes manually researching a company before an important call. Multiply that by 10 leads a week and you have 200-300 hours of research time per year per rep — time that could be spent on actual selling.

What the Customer Intelligence Agent Delivers

The moment a new lead is created in HubSpot, the agent automatically: pulls company data from Clearbit (size, industry, tech stack, revenue range, funding stage), searches for recent news about the company (last 90 days), identifies the 3 most relevant pain points based on company profile and your product, calculates a lead score against your ICP, and writes everything to custom HubSpot properties. The sales rep gets a Slack notification with the full brief 60 seconds after the lead appears.

Step-by-Step Build

Step 1: HubSpot webhook → trigger on "Contact Created" event. Paste Make.com webhook URL into HubSpot workflows as the webhook action.

Step 2: Clearbit API call → HTTP module POST to api.clearbit.com/v2/combined/find with the lead's email. Returns company object with 40+ fields.

Step 3: Serper API call → search "[company name] news last 90 days". Returns current headlines with dates.

Step 4: 2-step prompt chain. Prompt 1 → analyse Clearbit data and news to identify 3 specific pain points your product solves. Prompt 2 → calculate ICP score (1-10) based on size, industry, role seniority and funding stage. Return JSON.

Step 5: HubSpot API → update contact properties with enriched data, ICP score and pain points summary. Create a task for the assigned sales rep.

Step 6: Slack notification → post to sales channel with lead name, company, score and the 3 pain points. Link to HubSpot contact record.