Research new HubSpot leads and brief their owner in Slack

When a new contact is created in HubSpot, research the company behind them and write what you find straight back into the CRM. Use a HubSpot webhook trigger that fires on contact creation.

Before doing any research at all, check the contact's email domain. If it is a free consumer provider such as gmail.com, outlook.com, hotmail.com, yahoo.com, icloud.com, aol.com or proton.me, stop immediately and take no further action. Personal signups are not worth spending a browser run on, and this filter is what keeps the workflow affordable at inbound volume. Keep the domain list somewhere easy to edit.

For everyone else, start with HubSpot Get Contact using the contact ID from the webhook payload. Pull the email, first and last name, job title, company name, website property and the HubSpot owner ID. Work out the company website: use the website property if it is set, otherwise derive it from the email domain. If neither gives you a usable company site, log that the contact could not be researched and stop.

Use Notte Scrape Webpage on the company website to pull positioning, products and named customers. Start with the homepage, then decide for yourself which further pages are worth reading based on what the homepage did or did not answer. About, Product, Solutions, Pricing and Customers pages are the usual candidates. Keep this to a handful of pages: you are after what they sell, who they sell it to, roughly how they are positioned, and any customers or logos they name publicly.

Then use Notte Search Web to catch recent news about the company: funding rounds, leadership hires, hiring pushes, product launches, acquisitions or market expansion. Judge what is actually material. A funding round, a new office or a senior hire is worth reporting; a routine blog post or a generic press release is not. Prefer anything from the last twelve months and note the date and source link for each item you keep.

Now fill in the record. Use HubSpot Update Contact to set firmographic fields such as industry, company size and location, plus the company website if it was missing. Only write a field when the research genuinely supports it. Where you are unsure, leave the property untouched rather than filling it with a low confidence guess, and never invent a value to make the record look complete.

Use HubSpot Create Note to attach the full research write-up to the contact so it lives on their timeline, associated with the contact record. Structure the note clearly: what the company does, their main products, any named customers, and the recent news items with dates and source links. Write it as prose a salesperson can skim in under a minute, not as a raw dump of scraped text.

Finally, tell the contact owner. Use HubSpot Get Owner with the contact's owner ID to get the owner's email address, match that email against Slack List Users to find their Slack user, then use Slack Open a Conversation to get the direct message channel and Slack Send a Message to send the brief. If you cannot match the owner to a Slack user, or the contact has no owner set, send the brief to a fallback sales channel instead so the research is never silently lost.

The direct message should be short and immediately usable: the contact name, their company, then exactly three bullets under a "why this lead matters" heading, then one suggested opening line the rep could actually say on a call or paste into an email. The three bullets should be the most relevant things you found, not a summary of everything. If the research turned up very little, say so plainly in the message rather than padding it out.

Handle failures gracefully. If a page will not scrape or a search returns nothing useful, continue with what you do have rather than abandoning the run, and be explicit in both the note and the Slack message about what could not be found.