CRM Deal Intelligence Enricher With Make.com And Claude

Sales reps spend an average of 20–30 minutes researching a new prospect before their first call — looking up funding history on Crunchbase, checking LinkedIn for the contact’s background, scanning the company website, and trying to piece together a coherent approach. This workflow compresses that research into 60 seconds and makes it available the moment a deal is created, before the rep even knows it’s there.

The Clearbit + Claude combination is particularly powerful because Clearbit’s firmographic and technographic data gives Claude something concrete to reason about. A generic “write me a deal brief for a SaaS company” prompt produces generic output. But when Claude knows that the company raised a $20M Series B four months ago, their headcount grew 18% in six months, and they’re running Salesforce but not a CPQ tool, it can write specific buying signals and a tailored pitch that a good sales rep would have taken 25 minutes to figure out themselves.

The HubSpot Note attachment ensures the brief is always exactly where reps need it — no switching to a separate tool, no hunting through Slack history. The Slack notification serves as a nudge to actually read it before the first call.

Prerequisites

1. Make.com account — Core plan or higher (this scenario uses ~8 operations per deal)
2. HubSpot account with API access; ensure deals are associated with contacts (not just companies) so the email domain is accessible for Clearbit
3. Clearbit account — the Company Enrichment API is available on Clearbit’s paid plans (starting ~$99/month); alternatively, use Hunter.io or Apollo.io’s company API for a lower-cost alternative
4. Anthropic API key with Claude 3.5 Sonnet access
5. Slack bot connected to Make.com with chat:write permission; the bot should be able to send DMs (not just channel messages)

Setup Guide

1. Configure HubSpot webhook — in Make.com, use “Watch Records (Webhook)” for HubSpot Deals. Select “Created” as the trigger event. Ensure the webhook includes associated contacts (you’ll need the contact email to call Clearbit).
2. Add a HubSpot Get Contact step — the deal trigger may not include contact fields directly. Add a “Get a Contact” module using the associated contact ID from the deal, to retrieve the contact’s email.
3. Extract email domain — use a Make.com Text module or a Set Variable to extract the domain from the contact’s email: {{split(1.email; "@")[1]}}. This is your Clearbit lookup key.
4. Call Clearbit — HTTP GET to https://company.clearbit.com/v2/companies/find?domain={{domain}} with header Authorization: Bearer {{clearbit_api_key}}. Map funding, headcount, tech stack fields from the response.
5. Handle missing Clearbit data — not all companies are in Clearbit’s database. Add a Make.com Router with a condition: if Clearbit returns a 404 or empty response, fill fallback values (“Data unavailable”) and continue the workflow so the deal still gets a partial brief.
6. Configure Claude API call — HTTP POST to https://api.anthropic.com/v1/messages. Use claude-3-5-sonnet-20241022, set max_tokens: 1200 (sufficient for a 500-word brief). Map all 17 prompt variables from HubSpot and Clearbit data.
7. Create HubSpot Note — use HubSpot “Create a Note” action. Set hs_note_body to Claude’s response. Set associations to the deal ID so the note appears on the deal timeline.
8. Look up deal owner’s Slack ID — HubSpot stores the deal owner’s email. Use Slack’s users.lookupByEmail API call to convert email to a Slack user ID, then send a DM using chat.postMessage with channel: {{slack_user_id}}.

Who This Is NOT For

• High-volume inbound sales teams (50+ new deals/day) — at $0.03/deal, costs remain low, but Make.com operation volumes and Clearbit API rate limits become factors. Consider a dedicated data enrichment pipeline instead.
• Teams selling to very small businesses or sole proprietors — Clearbit’s database skews toward companies with 10+ employees and digital presence. SMB data quality will be significantly lower.
• Deal briefs requiring non-public intelligence — this workflow uses only public firmographic and technographic data. It does not access news, social signals, or intent data. For deeper intelligence, integrate with Bombora or G2 Intent data.
• Teams without a HubSpot deal + contact association discipline — if reps create deals without linking contacts, the workflow can’t retrieve an email for Clearbit enrichment. Fix your CRM hygiene first.