The client relied on inbound leads from their website but faced a growing operational issue.
Every new lead required manual research to understand:
What company they represented
Whether they were a good fit
This involved searching online sources such as company websites and professional profiles.
On average, the team spent around 30 minutes per day on repetitive lead research.
As lead volume increased, this process became inefficient and difficult to scale.
We designed an AI-powered lead enrichment workflow that worked seamlessly with the client’s existing tools.
The solution was built around:
HubSpot CRM as the central system of record
Zapier to orchestrate the workflow
OpenAI to enrich lead data automatically
How it works:
A lead submits the contact form on the client’s website
The submission is instantly created as a new contact in HubSpot
Zapier triggers an automation that sends contact details and the problem description to OpenAI
OpenAI analyzes the input and generates enriched lead insights
The enriched data is written back to the contact record in HubSpot automatically
The entire process runs in the background, without manual involvement.
The automation delivered immediate and measurable impact:
Manual effort reduced from 30 minutes to 10-15 minutes per day
~50% time savings on lead qualification
Consistent, structured enrichment across all inbound leads
Sales team spends more time on conversations, not research
HubSpot records are enriched before the first sales touchpoint
Manual review is now only required for rare edge cases where data cannot be confidently enriched.
HubSpot CRM
Zapier
OpenAI