Scenario template for enriching inbound leads with clay before routing to HubSpot?

Beginner Questions
1

:bullseye: What is your goal?

Use clay and hubspot for lead scoring and lead routing

:thinking: What is the problem?

I would like to test enriching inbound (web) leads before routing them to hubspot.
But I have not found any templates for that or any good resources about how easy it is, pitfalls etc.
Would be interesting to see scenarios and uses cases with clay and hubspot.

3

Hey @Hans_Jonsson :waving_hand:

If you’re open to the data enrichment vendor(s), Lusha has numerous Make & Hubspot GTM workflows as well as Make & Clay plays. Specifically, here are some plays that work with Make and Hubspot, hope they help!

Let me know if I’m off regarding your question, happy to help guide where I can.

-Jesse

4

I’d keep enrichment and routing as two steps, not one long scenario.

Form or webhook comes in.
Search HubSpot by email and upsert the contact first, so you have a stable record ID.
Send that ID plus the form fields to Clay
Write the enrichment back onto that same record.
Only then run scoring and routing

The pitfall is treating Clay as the thing that creates the contact. A retry, or enrichment that comes back late, can create a second record or route the lead on half the data.

Also keep “Clay returned nothing” separatr from “not qualified.” Missing enrichment should land in an incomplete path, not as a negative score

5

Hi @Hans_Jonsson, two scenarios with Clay in the middle:

Scenario 1: intake

  1. Webhooks → Custom webhook: your form posts here.
  2. HubSpot CRM → Create or Update a Contact (by email). Set a custom property enrichment_status = pending (create it in HubSpot first). You now have a stable contact ID before Clay runs.
  3. Clay → Create a record in table: use the URL from a Clay table with a Webhooks → Monitor webhook source. In Data, send hubspot_id, email, domain.

In Clay: enrichment columns, then an HTTP API column POSTing to Scenario 2’s webhook, body roughly {"hubspot_id": "/hubspot_id", "employees": "/Employee Count"}. Condition it only on hubspot_id being present, so empty enrichments still return.

Scenario 2: route

  1. Webhooks → Custom webhook (Clay callback).
  2. HubSpot CRM → Update a Contact: Contact ID = hubspot_id; write enriched fields, enrichment_status = done.
  3. Router:
    • Route A: employees Greater than or equal to 50 → Update a Contact, Contact owner = AE
    • Route B: employees Exists AND Less than 50 → SMB owner (a bundle runs every matching route, so keep filters exclusive)
    • Fallback route (Yes): no data → enrichment_status = no_data, triage owner. Not “unqualified.”

Pitfalls: Make’s Clay app needs a paid Clay plan. A Clay webhook source caps at 50,000 submissions (outside Enterprise auto-delete). A HubSpot Super Admin must pre-approve Make’s connection.

Max Oliver, Consultant · MaxAssist99

6

Thanks @JOtt! I will definitely have a look at these workflows.

7

Thanks for valuable input!

8

Wow, thanks for these!