AI Agent Bites #1 – Hubspot Form Enrichment via Gumloop

The problem we solve

Our B2B contact form captures minimal context about leads, leaving our sales team to manually research each one. This process is time-consuming, often inconsistent, and sometimes inaccurate. While third-party enrichment tools exist, they don’t always deliver complete or reliable data. To overcome this, we turned to a modern AI-first stack to automate and deepen lead enrichment.

How it works

Complexity: Easy

Input:

• Hubspot contact form submission.

Processing:

• A Hubspot workflow triggers a webhook, which sends the form data to a Gumloop flow. Gumloop enhances the lead’s profile using LinkedIn and AI web research, and performs a “Deep Research” on the contact’s company.

Output:

• Enriched data is sent back to Hubspot via an API call, while the “Deep Research” document is uploaded to Google Drive for easy access.

Example walkthrough

Impact

• By automating lead enrichment, the team has saved at least an hour each day, eliminating the need for tedious lead research and allowing them to focus on more impactful tasks.

Built with

• Hubspot
  • OpenAI Responses API + Search API
  • Custom Code node within form workflow
• Gumloop: 
  • Call API nodes for Hubspot API
  • LinkedIn Company Scraper node for enrichment
  • AI Web Research via GPT 4o-mini node for enrichment and deep research

Looking to leverage modern AI tools within your company? Get in touch and explore next steps.

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