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Enrichment: reverse IP-to-company lookup review queue

One of 565 written HubSpot workflow specs, by a collective of independent HubSpot consultants.

Professional

Seat pricing: Professional edition. To build it, a GTM Seat or an Ops Seat (an Ops Seat cannot create marketing emails or sequences). Per-hub plans: Data Hub Professional.

Contact6 stepsUpdated for HubSpot seat pricing
OutcomeContacts a connected IP-to-company enrichment tool matches with low confidence get routed to a human check before the guessed company is treated as reliable, instead of a wrong or generic ISP match silently sitting on the record as if verified.
Workflow mapdata-quality-043
IP-matched company candidate known leads to Delay 1 day. Delay 1 day leads to IP match confidence. IP match confidence leads to High: Confirmed; Medium or Low: Needs review + task; unknown: Not checked. High Medium or Low unknown IP-matched company candidate known Delay 1 day IP match confidence Confirmed Needs review + task Not checked
IP-matched company candidate known leads to Delay 1 day. Delay 1 day leads to IP match confidence. IP match confidence leads to High: Confirmed; Medium or Low: Needs review + task; unknown: Not checked. IP-matched company candidate known Delay 1 day IP match confidence High Confirmed Medium or Low Needs review + task unknown Not checked

When to use it, when not to

Use it

  • Use it when a connected reverse-IP or visitor-identification tool, a native integration or a third-party app, writes a candidate company name and a confidence indicator to contact properties, and a review step is wanted before that candidate feeds anything downstream, like a company auto-association.
  • Use it as the review layer, not the lookup itself. HubSpot does not natively look up a company from an IP address inside a workflow; this fiche assumes a connected app already does that and writes the result to properties this workflow reads (check in your portal: confirm which connected integration in your portal writes an IP-based company candidate and to exactly which properties, naming and confidence-field format vary widely by vendor).
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Skip it

  • Do not use it to auto-associate the candidate company to the contact directly from this workflow. A low-confidence IP match is often a shared office, a VPN exit node, or an ISP, not the visitor's actual employer, so route it to a human rather than creating a wrong association automatically.
  • Do not use it if your enrichment vendor already exposes its own confidence-based review workflow inside its own app. Duplicating that logic here is redundant; use this fiche only if the vendor hands you a raw candidate with no built-in review step.
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The rest of this spec

Prerequisites · 4 items

Every property with its label, internal name, type and options, plus the assets the workflow needs.

Enrollment · 4 parts

The trigger, the criteria as ticked in the UI, the re-enrollment rule and the suppression list.

Steps · 6 numbered actions

Each action in order with its parameters, branches and delays.

Known pitfalls · 4

Traps seen in production, each with what breaks and what to do instead.

Test plan and UAT script · 5 cases, 3 variants

How to prove it works in a test portal, one case per branch, and a sign-off sheet.

Files · PDF, Markdown, JSON, CSV

The properties JSON creates the fields in one call. The workflow JSON documents the build.

Install · 1 click, switched off

The installer creates the properties and the workflow, switched off, then opens a task for what it cannot create. Nothing is deleted, enabled or enrolled.

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