The Challenge
Meet Dwight, a UK-based sales development organisation, faced a critical operational bottleneck in their lead generation process. Their SDR team was tasked with executing targeted cold outreach campaigns across five distinct industries—Facilities Management, Business Process Outsourcing, Umbrella Companies, US Temp/Locum Staffing, and Healthcare sectors—yet lacked a systematic approach to account prospecting and data quality management. Manual identification, enrichment, and verification of qualified prospects consumed valuable hours that could have been dedicated to revenue-generating activities.
The company's HubSpot CRM suffered from incomplete contact records, missing company associations, and unverified email addresses, undermining the effectiveness of outbound campaigns and leading to wasted outreach efforts. Without automated data enrichment processes, the team struggled to maintain accurate contact information, validate email deliverability, and ensure proper company-contact relationships within their CRM. This data quality crisis not only reduced conversion rates but also damaged sender reputation through bounced emails. Meet Dwight required a comprehensive automation solution that could transform their prospect data management whilst enabling their team to focus on high-value sales activities rather than administrative data hygiene tasks.
Project Objectives
The engagement aimed to deliver a robust account prospecting solution with clearly defined success criteria: Automate Data Enrichment to implement systematic enrichment of incomplete HubSpot contact records using multiple data sources to ensure comprehensive prospect profiles without manual research. Ensure Email Deliverability by establishing automated email verification processes to validate contact email addresses before outreach, protecting sender reputation and improving campaign performance. Maintain CRM Data Quality through creating a quarterly data hygiene service that continuously cleans, updates, and enriches CRM records, ensuring the SDR team always works with accurate, actionable data. Enable Company-Contact Associations by automatically matching contacts to existing company records or creating new company entries, maintaining proper organisational hierarchies within HubSpot. Provide Audit Transparency by implementing comprehensive change tracking and execution metrics to monitor data quality improvements and maintain visibility into enrichment activities across the six-month engagement period.
- Automate Data Enrichment: Implement systematic enrichment of incomplete HubSpot contact records using multiple data sources to ensure comprehensive prospect profiles without manual research
- Ensure Email Deliverability: Establish automated email verification processes to validate contact email addresses before outreach, protecting sender reputation and improving campaign performance
- Maintain CRM Data Quality: Create a quarterly data hygiene service that continuously cleans, updates, and enriches CRM records, ensuring the SDR team always works with accurate, actionable data
- Enable Company-Contact Associations: Automatically match contacts to existing company records or create new company entries, maintaining proper organisational hierarchies within HubSpot
- Provide Audit Transparency: Implement comprehensive change tracking and execution metrics to monitor data quality improvements and maintain visibility into enrichment activities across the six-month engagement period
Our Approach
We designed a phased implementation strategy centred on n8n.io automation workflows that would integrate seamlessly with Meet Dwight's existing HubSpot infrastructure. Rather than building separate workflows for each target industry, we developed a unified data hygiene engine capable of processing contacts across all five sectors, ensuring consistency and reducing maintenance complexity.
The core methodology focused on creating an intelligent enrichment pipeline that would identify incomplete contact records in HubSpot, systematically enrich them using multiple data providers, validate the enriched data, and update CRM records whilst maintaining comprehensive audit trails. We selected PeopleDataLabs as the primary enrichment source for its extensive B2B contact database coverage across international markets, particularly important for the US Temp/Locum Staffing segment. Prospeo was integrated as the email verification layer to ensure deliverability before any outreach campaigns commenced.
A critical decision involved implementing Airtable as the workflow orchestration and logging platform. This allowed us to track every enrichment execution, monitor API consumption, and provide Meet Dwight with transparent visibility into which records were processed, what data was updated, and which enrichment attempts succeeded or failed. The workflow architecture was designed for quarterly execution cadence, aligning with the SOW's two-service delivery model across the six-month engagement, whilst remaining flexible enough for ad-hoc runs as needed.
Technical Stack
The solution leveraged n8n as the core automation platform, orchestrating integrations between multiple data services and the client's CRM infrastructure. HubSpot served as both the source and destination system, with the workflow querying incomplete contact records, processing enrichment updates, and writing enhanced data back to contact and company objects.
PeopleDataLabs provided the primary data enrichment capabilities, supplying missing contact attributes including job titles, company affiliations, phone numbers, and social media profiles based on email or name matching. Prospeo's email verification API ensured that all contact email addresses were validated for deliverability status before being marked as outreach-ready, preventing bounce rates that could damage sender reputation.
Airtable functioned as the workflow's operational database, logging every enrichment execution with detailed metrics including records processed, successful enrichments, API calls consumed, and data quality improvements achieved. This provided Meet Dwight with a comprehensive audit trail and enabled data-driven decisions about quarterly service timing. Standard HTTP Request nodes facilitated communication between platforms, managing authentication, rate limiting, and error handling across the integration ecosystem.
The "Meet Dwight: HubSpot Data Clean" workflow was deployed on hosted n8n cloud infrastructure, ensuring reliability without requiring Meet Dwight to manage server maintenance. This architectural decision aligned with the SOW requirement for knowledge transfer, enabling the client to monitor and manage the automation post-implementation without technical infrastructure responsibilities.
Technologies Used:
- n8n
- HubSpot
- PeopleDataLabs
- Prospeo
- Clay
- Airtable
- HTTP Request APIs
- n8n Cloud
Final Output & Results
The delivered solution transformed Meet Dwight's prospect data management from a manual, time-intensive process into an automated, quarterly-executed system. The "Meet Dwight: HubSpot Data Clean" workflow now systematically processes incomplete contact records, enriching them with validated data from PeopleDataLabs, verifying email deliverability through Prospeo, and ensuring proper company associations within HubSpot—all whilst maintaining comprehensive change logs in Airtable.
Each quarterly execution enriches hundreds of contact records, automatically updating missing fields including job titles, company affiliations, phone numbers, and social profiles. The workflow intelligently matches contacts to existing company records based on domain matching, creating new company entries only when necessary to prevent CRM duplication.
Email verification ensures that only deliverable addresses are marked for outreach campaigns, protecting Meet Dwight's sender reputation and improving campaign ROI.
The Airtable logging system provides unprecedented visibility into data quality metrics, tracking execution timestamps, records processed, enrichment success rates, and API consumption patterns. This enables Meet Dwight's operations team to monitor CRM health over the six-month engagement and make informed decisions about data management priorities. The SDR team now works exclusively with verified, enriched contact data, eliminating hours previously spent on manual research and data validation.
Knowledge transfer documentation and workflow access empower Meet Dwight to manage the automation independently post-implementation, adjusting execution frequency or enrichment parameters as business requirements evolve. The solution has fundamentally shifted their approach from reactive data correction to proactive data quality management, enabling scalable, multi-industry prospecting operations that support ambitious outbound growth targets across all five target sectors.
Key Metrics:
- Time Saved: Eliminated hours previously spent on manual research and data validation
- Efficiency Gain: Transformed from manual, time-intensive process to automated, quarterly-executed system processing hundreds of contact records
