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How to Set Up the Infer Company Value Proposition and ICP Action

The ability to infer the Company Value Proposition and ICP (Ideal Customer Profile) is a Beta AI feature in HubSpot Workflows (often referred to as a Data Agent or Breeze action)

1. Access Requirements

Before starting, ensure your HubSpot portal meets the requirements:

  • Subscription: This action is available on Marketing Hub Professional, Enterprise, Sales Hub Professional, Enterprise, Service Hub Professional, Enterprise, or Data Hub Professional, Enterprise accounts.

  • Permissions: You must have the necessary user permissions turned on for Generative AI tools and features and CRM data settings in your account settings.

     

     

2. Create or Select the Workflow

  1. Navigate to Automation > Workflows in your HubSpot account

  2. Create a new Company-based workflow or select an existing one where you want to enrich company data. This action is designed to run on Company records

  3. Set your desired enrollment triggers (e.g., when a new Company record is created, or when the Domain property is known/updated).

     

     

     

 

3. Add the AI Action

  1. In the workflow editor, click the plus icon (+) to add a new action step.

  2. In the left-hand panel, click to expand the AI section.

  3. Select the action: Infer company value proposition and ICP (BETA).

     

     

     

 

4. Configure the Action

The setup screen for this action is straightforward, requiring primarily the source of data:

  • Domain Field: In the settings for the action, you must specify the Company's website domain.

    • The best practice is to select a data variable token (personalization token) for the Company domain name property (e.g., ). This ensures the AI uses the domain saved on the record to scrape and analyze the website.

  1. Click Save.

5. Utilize the Output

The "Infer company value proposition and ICP" action runs and generates several insights, which are outputs you must then save or use in subsequent workflow steps. The output is typically available as action outputs, which can be used to update standard or custom properties.

  1. Click the plus icon (+) immediately following the AI action.

  2. Select the Copy property value or Edit record action.

  3. Source Property: When configuring the action, select Action outputs from the data variable menu. Expand the Infer company value proposition and ICP section to see the results, such as:

    • Value Proposition

    • Target ICP

    • Target Personas

    • Problems the company solves

  1. Target Property: Select a custom Multi-line text property on the Company record (which you may need to create beforehand) to store the generated insight. For example, map the "Value Proposition" output to a custom property named "AI Inferred Value Prop."

By mapping these outputs to properties, you make the powerful AI data visible on the company record and available for sales reps, segmentation lists, and personalization tokens in other emails.