Identify website visitors with Clearbit Reveal and create HubSpot companies using Make

Prerequisites

Why Make?

Make lets you build the entire visitor identification workflow visually with no code. The built-in HubSpot CRM module handles OAuth, and error handling on the Clearbit HTTP module gracefully handles unresolvable IPs. If you're already using Make for other automations, this keeps everything in one place.

The trade-off is operations cost. Each visitor uses 3-4 operations (webhook + Clearbit + dedup search + create). On the Free plan (1,000 ops/month), that's only ~250 visitors. For high-traffic sites, code or n8n is more cost-effective.

How it works

• Custom Webhook module receives visitor IP and page data from your website infrastructure
• HTTP module calls Clearbit Reveal to resolve the IP to a company
• Filter checks ICP criteria (company type, employee count) and discards non-matches
• HTTP module deduplicates against HubSpot by domain → HubSpot Create Company module creates new records

Step 1: Add a webhook trigger

Create a new scenario and add a Webhooks → Custom Webhook module.

Copy the webhook URL. Your website infrastructure will POST visitor data here:

{
  "ip": "203.0.113.42",
  "page": "/pricing",
  "timestamp": "2026-03-02T10:30:00Z",
  "referrer": "https://google.com"
}

Click Redetermine data structure and send a test request so Make can map the fields.

Step 2: Call Clearbit Reveal API

Add an HTTP → Make a request module:

• URL: https://reveal.clearbit.com/v1/companies/find
• Method: GET
• Query String: ip={{1.ip}}
• Headers: Authorization: Bearer YOUR_CLEARBIT_API_KEY

Step 3: Filter for ICP matches

Add a Filter between the Clearbit module and the next step:

• Condition 1: company.type → Text operators → Equal to → company
• Condition 2: company.metrics.employees → Numeric operators → Greater than → 50

This filters out ISPs, educational institutions, and companies below your size threshold.

Step 4: Search for existing companies in HubSpot

Add an HTTP module to check if the company already exists:

• URL: https://api.hubapi.com/crm/v3/objects/companies/search
• Method: POST
• Headers: Use HubSpot connection
• Body:

{
  "filterGroups": [{
    "filters": [{
      "propertyName": "domain",
      "operator": "EQ",
      "value": "{{2.company.domain}}"
    }]
  }]
}

Add a Filter: continue only if total equals 0 (company doesn't exist yet).

Step 5: Create company in HubSpot

Add a HubSpot CRM → Create a Company module:

• Name: {{2.company.name}}
• Domain: {{2.company.domain}}
• Industry: {{2.company.category.industry}}
• Number of Employees: {{2.company.metrics.employees}}
• City: {{2.company.geo.city}}
• State/Region: {{2.company.geo.state}}
• Country: {{2.company.geo.country}}

For the visitor metadata (page visited, timestamp), map to custom HubSpot company properties if you've created them.

Step 6: Schedule and activate

• Set the scenario to run Immediately (processes each webhook as it arrives)
• Toggle the scenario to Active
• Test with a known corporate IP to verify end-to-end

Breeze Intelligence alternative

If you're using HubSpot Breeze Intelligence instead of the legacy Clearbit API:

1. Enable Breeze Intelligence in HubSpot Settings
2. Install the HubSpot tracking code on your website
3. Breeze auto-identifies visiting companies and creates records

Use a Make scenario that watches for new HubSpot companies (created by Breeze) to handle downstream actions like Slack notifications or sales rep assignment. Replace the Clearbit HTTP module with a HubSpot CRM → Watch Companies module watching for newly created records.

Common questions

How many Make operations does each visitor use?

Each visitor uses 3-4 operations: webhook trigger (1) + Clearbit HTTP call (1) + HubSpot search (1) + HubSpot create (1, if new). IPs that don't resolve still use 2 operations (webhook + Clearbit). On the Free plan (1,000 ops/month), budget for ~250-330 visitors.

How do I reduce operations on high-traffic sites?

Batch IPs on your server side and send them in groups. Use a Data Store module to track recently seen IPs and skip repeat lookups within 24 hours. Or pre-filter IPs server-side to only send corporate-looking traffic (exclude known consumer ISP ranges).

Can I use Breeze Intelligence instead of Clearbit?

Yes. Replace the Clearbit HTTP module with a HubSpot CRM > Watch Companies module watching for newly created records (Breeze creates these automatically). Your Make scenario then handles downstream actions like enrichment, territory routing, or Slack notifications.

Cost

• Free plan: 1,000 ops/month. Each visitor = ~3-4 ops (webhook + Clearbit + search + create). Handles ~250 visitors/month.
• Core plan: $10.59/mo for 10,000 ops. ~2,500 visitors/month.
• Clearbit Reveal (legacy): Volume-based pricing, typically starting ~$99/mo.
• Breeze Intelligence: Included with HubSpot Professional+, priced per credit.