Automate company data enrichment with HubSpot, Sona & Google Sheets
Transform simple domain lists into high-value sales intelligence by automatically mapping and enriching company data directly within your HubSpot CRM. This clever workflow builds its own custom fields and leverages the Sona API to populate your database with comprehensive firmographic details. Say goodbye to manual prospecting and hello to a fully automated, data-rich pipeline.
Run this with your team's AIWhat This Recipe Does
Maintaining a clean and comprehensive CRM is essential for modern sales and marketing teams, yet manual data entry often leads to incomplete records and missed opportunities. This automation streamlines the company research process by connecting HubSpot with Sona and Google Sheets to perform deep data enrichment. When triggered, the workflow identifies companies in your pipeline, retrieves missing firmographic data and key insights via Sona, and organizes the results across your CRM and central spreadsheets. By automating the research phase, your team gains immediate access to accurate company profiles, industry classifications, and financial indicators without lifting a finger. This ensures that every lead is properly qualified and that your sales representatives can spend their time engaging with prospects rather than hunting for basic background information. The result is a more efficient sales cycle, improved lead scoring, and a database that remains perpetually up-to-date.
What your team gets
Forms and dashboards, so it is not a script only one person understands
Runs on your schedule in the cloud, so it does not stop when a laptop closes
Endpoints, so the rest of your stack can trigger the same work
Google Sheets, HubSpot connected for the team, not per person
How It Works
- 1
Open the recipe and connect your accounts
Connect Google Sheets and HubSpot once, in your team cloud, and nobody has to do it again on their own machine
- 2
Tell your own agent what is different about your process
Claude, ChatGPT, Cursor, whichever your team already uses. It adapts the recipe to how you actually work
- 3
Run it, then leave it running
It lives in your team cloud, so it keeps going after you close the laptop and every teammate's AI can use it
Who Uses This
- Sales Operations teams looking to eliminate manual research and ensure account executives have full context before outreach.
- Marketing teams who need to segment their HubSpot database by industry or company size for targeted account-based marketing campaigns.
- Data analysts who want to maintain a master record of enriched company data in Google Sheets for reporting and business intelligence.
Frequently Asked Questions
Do I need to manually trigger this for every new company?
While this specific recipe includes a manual trigger for batch processing, it can be easily adjusted to run automatically whenever a new company is added to HubSpot.
What kind of company data can I expect to see?
The automation retrieves comprehensive firmographic details including industry type, company size, location, and other key business identifiers provided by the Sona API.
Can I choose which fields are updated in HubSpot?
Yes, you can map specific data points from the enrichment source to any standard or custom properties within your HubSpot CRM.
Does this require a paid Sona account?
Yes, you will need an active API key from Sona to access their data enrichment services through this workflow.
Coming from n8n?
This recipe uses nodes like StickyNote, HttpRequest, GoogleSheets, ManualTrigger and 8 more. On Runwork, you don't need to learn n8n's workflow syntax. Describe what you want to your own AI agent in plain English.
Based on n8n community workflow. View original
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Run this with the AI your team already uses
Your agent adapts it, your team cloud keeps it running, and everyone's AI can find it.
Open this recipe in Runwork