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Lead Enrichment Pipeline

Example prompt: "When someone fills out our contact form, look up their company website, find their job title and company size, and create a HubSpot contact with all the details."

How to automate lead enrichment with GloriaMundo

The Problem

Every new lead that arrives through a contact form or landing page comes with only the basics: a name, email address, and perhaps a company name. Before a sales rep can qualify the lead or write a relevant first message, they need to research the company — size, industry, recent news, the contact's role. Studies suggest reps spend around 15 minutes per lead on this manual research, and for teams handling 20+ new leads a day, that adds up to hours of tab-switching and copy-pasting that delays first response times.

How GloriaMundo Solves It

We build a workflow that triggers whenever a new form submission arrives (via webhook or CRM event). A web search step looks up the lead's company domain and pulls back publicly available information: company size, industry, headquarters, and recent press. An LLM step reads the raw search results and extracts structured firmographic fields — job title, employee count, industry vertical, and a short company summary. Finally, an integration step creates or updates the contact record in HubSpot with all the enriched fields. Glass Box preview shows you exactly what data will be written to HubSpot before anything is saved, so you can verify the enrichment is accurate.

Example Workflow Steps

  1. Trigger (webhook): Fires when a new form submission arrives from your website or landing page tool.
  2. Step 1 (web_search): Search the web for the lead's company name and domain to gather public information.
  3. Step 2 (url_extract): Fetch the company's homepage and About page to pull structured details.
  4. Step 3 (LLM): Extract firmographic fields from the raw content — job title, company size, industry, location, and a one-sentence company summary.
  5. Step 4 (integration): Create or update the HubSpot contact with the enriched fields.
  6. Step 5 (integration): Log the enrichment results to a Google Sheet for the team's reference.

Integrations Used

  • HubSpot — CRM where the enriched contact record is created or updated
  • Google Sheets — optional log of all enriched leads for team visibility and reporting

Who This Is For

Sales development reps and revenue operations teams who handle a steady flow of inbound leads and need each record enriched before outreach begins. Particularly useful for B2B teams where company size and industry matter for qualification.

Time & Cost Saved

Manual lead research takes roughly 10-15 minutes per lead. For a team processing 20 leads per day, that is 3-5 hours of research work daily. This workflow reduces the enrichment step to seconds per lead, with a brief review in the Glass Box preview. Over a week, a small sales team could reclaim 15-25 hours of research time. The workflow uses web search, URL extract, and LLM steps, costing a few credits per lead.