Auto-research new Airtable prospects with Similarweb and Slack

Build an agent workflow that watches my Airtable Prospects table and runs the moment a new record is created. Use the Airtable new_record poll trigger pointed at the Prospects table.

For each new record:

1) Read the Domain field on the record. If it is empty, skip cleanly without writing anything back or pinging Slack. Normalize the domain to lowercase and strip any www. prefix or path before calling Similarweb.

2) Pull a recent month of Similarweb data for the domain using these operations: Visits (Total & Desktop) over the last three months so you can characterize size and direction of trend; Geography (Traffic by Country) to identify the top country and rough international mix; Demographics: Age and Gender Groups to summarize the dominant audience profile; and Marketing Channel Visits (Desktop) to identify the dominant acquisition channel (Search, Social, Direct, Display Ads, Email, or Referrals).

3) If Similarweb returns a Data Not Found error (HTTP 401) or otherwise has no usable data for the domain, treat it as unresolvable: write a one-line note to Research Notes explaining the gap, set a Status field to "No data", and skip the Slack ping.

4) Otherwise, write a 3 to 4 sentence plain-English account brief a rep can read in 15 seconds. Cover: size band (e.g. "mid-size, ~2M monthly visits"), recent trend (growing / flat / declining), top country, audience profile in one phrase (e.g. "skews male 25-34"), and the dominant acquisition channel. Keep it decision-useful, not a data dump. Do not pad with raw numbers when a one-line characterization is clearer.

5) Update the Airtable record using Update Record. Put the brief into the Research Notes long-text field, fill structured enrichment fields (Monthly Visits, MoM Trend, Top Country, Top Audience Cohort, Dominant Channel), and set Status to "Enriched".

6) Post a one-line ping in the configured Slack channel using Slack Send a Message. Include the company name, the dominant channel, and a link back to the Airtable record so the AE knows it is ready to work.

Configurable inputs: Airtable base ID, table name (default "Prospects"), the field name that holds the domain (default "Domain"), the long-text notes field (default "Research Notes"), the status field, and the Slack channel ID for the ping.

Additional information

What does this prompt do?

Watches your Airtable prospects table and fires the moment a rep drops in a new domain.
Pulls site size, recent trend, top country, audience profile, and the dominant acquisition channel from Similarweb.
Writes a 3 to 4 sentence account brief into the record and fills clean enrichment fields a rep can scan in seconds.
Pings the AE in a Slack channel with a link back to the freshly enriched Airtable record.

What do I need to use this?

An Airtable base with a Prospects table that has a domain field and a long-text Research Notes field.
A Similarweb account on a plan that includes API access.
A Slack workspace and the channel you want the AE pings to land in.

How can I customize it?

Point it at the table, view, and field names your team actually uses for prospects, notes, and status.
Change which Slack channel gets pinged, or route it to a per-rep DM instead.
Tune the brief to emphasize what your team cares about most: buying signals, geographic fit, or audience match.

Frequently asked questions

What happens if the domain field is empty?

The workflow skips the record cleanly, so you do not get noisy briefs or empty pings in Slack.

What if Similarweb has no data for that domain?

The agent stamps a short note explaining the gap, sets a status field so the rep knows to source data elsewhere, and skips the Slack ping.

Can I use this with a column other than Domain?

Yes. Tell Geni which Airtable field holds the website and which long-text field should hold the research brief.

Will it overwrite a brief I already wrote?

No by default. You can have it skip records that already have research notes, or have it append a fresh pass under the existing one.

Does every rep need their own Similarweb seat?

No. The workflow uses a single shared Similarweb account to enrich every new prospect, no matter who dropped it in.