Enrich and Score Inbound Leads Automatically with HubSpot's Breeze AI

What This Does

When a new prospect fills out a form on your site, HubSpot's Breeze AI can research the company automatically and fill in details like size, industry, and recent funding, then score the lead so you know who to call first. Instead of opening a new tab to look up every inbound lead by hand, the research happens before you sit down at your desk.

Before You Start

• Your agency's HubSpot subscription includes Breeze AI. Most of these features, including predictive lead scoring and the Data Agent, sit on HubSpot's Professional tier and above. Check your current plan under HubSpot's account settings, or on HubSpot's own pricing page, to confirm what you have
• You have admin or workflow-editing permission in your HubSpot portal
• A lead capture form already exists and is connected to your HubSpot CRM
• You know which company details actually change how you prioritize a lead (company size, industry, recent funding, current tech stack) so you set up properties that matter instead of ones that just look interesting

Steps

1. Turn on predictive lead scoring

In HubSpot, go to Settings, then Properties, then Contact Properties, and find the HubSpot Score property. Depending on your tier, you may see an option to switch it from manually configured scoring rules to AI-driven predictive scoring. If you don't see this option, your current plan may not include it. Check with HubSpot support or your account admin about what your tier covers.

2. Set up a Smart Property for lead research

Smart Properties are custom fields that the AI fills in automatically instead of a human typing them. Create a new contact property (Settings → Properties → Create property), then look for the option to make it a Smart Property backed by the Data Agent. Define what you want researched, for example, "company size" or "primary industry."

3. Add a Data Agent research step to your lead workflow

Open the workflow that fires when a new lead converts (or create one triggered by form submission). Add a workflow step and look for Data Agent: Research. When a lead converts, this step scans the company's website and public profiles like LinkedIn for details such as size, industry, and recent hiring or funding activity, then fills in your Smart Properties with what it finds.

4. Review the first batch of enriched leads

Let the workflow run against real inbound leads for a few days before you trust it fully. Open the contact records it touched and check whether the enrichment matches reality, industry, size, and any other detail you're using to prioritize outreach. AI research pulled from public web sources gets things wrong often enough that a quick spot check the first week is worth the time.

5. Use the score to prioritize your call list

Once scoring and enrichment are both running, sort your lead list by HubSpot Score each morning and work down it, rather than working leads in the order they arrived. The highest-scored, best-fit leads get your attention first, instead of whoever happened to fill out the form at 6am.

Real Example

Scenario: A mid-market SaaS company fills out your agency's contact form asking about paid social management.

What happens: The Data Agent research step fires automatically, finds the company's employee count, recent funding round, and current marketing stack from their website and LinkedIn, and fills those into Smart Properties on the contact record. Predictive scoring flags the lead as high-fit based on company size and industry match to your best clients. You see it at the top of your list that morning instead of buried under a dozen smaller inquiries.

Tips

• Don't let enrichment replace your own judgment on a deal that matters. Treat the score as a sort order for your morning, not a verdict on whether to call someone back.
• Prospect and company information gathered this way is still third-party business data flowing through an outside AI research step. Before enabling it, confirm the setup fits your agency's own data handling policy and any commitments you've made to prospects about how their information is used.
• Revisit which properties you're auto-filling every few months. Teams tend to add Smart Properties for things that seemed useful at setup and never look at again, which clutters records without helping anyone prioritize.

Tool interfaces change. If a button has moved, look for similar AI/magic/smart options in the same menu area.