Auto-Enrich New CRM Leads with Live Company Research from Perplexity
An n8n workflow that fires when a new lead enters your CRM, asks Perplexity to research the lead's company — what they do, size, recent news, likely pain points — and writes a cited briefing back onto the CRM record, so sales reps open every call already knowing who they're talking to.
- 1
Catch the new lead
Add a
Webhooknode and subscribe it to your CRM's 'contact created' event. The payload gives you the lead's name, email and company. Extract the company name and email domain in a quickSetnode. - 2
Research with Perplexity
An
HTTP Requesttohttps://api.perplexity.ai/chat/completions(modelsonar-pro) sends a prompt: 'Research [company] (domain [domain]). Return: what they do, rough size, recent news, and 3 likely pain points our product could solve. If unsure, say so.' Perplexity answers from the live web with citations. - 3
Shape the briefing
A
Codenode pulls the answer text plus the citations array and formats a compact briefing: a summary paragraph, the three pain points as bullets, and a sources line. It also sets aresearch_qualityflag if the answer admits low confidence. - 4
Write it back to the CRM
An
HTTP Request(or CRM node) updates the contact/deal, writing the briefing into a long-text property likeai_company_researchand settingresearch_quality. Now the context lives on the record where the rep already works. - 5
Ping the owner
A
Slacknode notifies the assigned rep that their new lead has been researched, with the one-line summary and a link to the CRM record. The rep opens the call prepared instead of cold.
Frequently asked questions
What triggers the research?
A new contact or deal in your CRM. Most CRMs (HubSpot, Pipedrive, Salesforce) can fire a webhook on creation — point it at this workflow's Webhook node. If yours can't, run a scheduled poll for contacts created since the last run instead. Either way the enrichment happens within minutes of the lead landing.
What if the company name is ambiguous or missing?
The prompt tells Perplexity to use the email domain as the primary signal and to say 'insufficient public information' rather than guess. The workflow then tags those records so a rep knows the briefing is thin, instead of trusting a confidently wrong summary.
Does this replace a paid enrichment tool like Clearbit?
For firmographic data fields (exact headcount, revenue) dedicated tools are more structured. But for a readable, current 'who are these people and what's happening at their company' narrative with sources, Perplexity is cheaper and often more useful for call prep. Many teams use both — this for context, a data tool for fields.
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