The Automated CRM Enrichment Playbook

August 14, 2026

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A workflow that auto-enriches every new company and contact in the CRM using Clay, with a flag-based loop protection so records only get enriched once.

Martin Blanchard Melelli

How it works

Step 1: Set up the trigger

Configure the CRM to push new records to Clay.

Create a custom property called "Enriched by Clay" on both Company and Contact objects.
Build a CRM workflow with enrollment trigger: "Enriched by Clay" is unknown OR older than 1 year.
Add one action: send a webhook to the Clay table URL.

Step 2: Enrich the company

Run every new company through the Clay enrichment table.

Normalize the domain and company name.
Find related domains and add them as additional domains on the record.
Pull firmographic data: employee count, industry, location, revenue.
Identify the tech stack via BuiltWith or Sumble.

Step 3: Qualify before deep enrichment

Only spend enrichment credits on accounts that fit.

Set a Qualified Status checkpoint based on employee count, country, and industry.
Only run downstream enrichment on accounts that pass.

Step 4: Enrich the contact

Run every new contact through a parallel Clay table.

Find the LinkedIn URL via Clay.
Find the work email via Findymail and validate it.
Run AI classification for seniority, department, and job category, then combine into a Persona Segment.
Standardize location into city, state, and country.

Step 5: Write back to HubSpot

Sync the data to the CRM and set the flag so the record never enters the loop again.

Update the original CRM record with every Final field (name, domain, additional domains, persona, email, LinkedIn, location).
Always fill in "Enriched by Clay" on the same write-back.
HubSpot handles scoring and tiering from here based on the enriched data.

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