Waterfall enrich HubSpot contacts across Apollo, Clearbit, and PDL using Make

Prerequisites

Why Make?

Make's Router and Filter modules are a natural fit for waterfall logic — you visually branch the flow based on which fields are still missing after each provider. The ifempty() function simplifies the merge step, and the scenario layout clearly shows the cascade from Apollo through Clearbit to PDL.

The trade-off is credit consumption and complexity. A full waterfall through all three providers uses 8-10 Make credits per contact. With complex routing and multiple Set Variables modules, the scenario can become hard to navigate. For larger batches or simpler maintenance, the Code approach is more practical.

Overview

Make's Router and Filter modules are a natural fit for waterfall logic. You'll route the contact through up to three enrichment providers, with filters checking whether more data is needed at each stage.

Step 1: Create the scenario and trigger

Add a HubSpot CRM module:

• Module: Watch Contacts
• Watch: New contacts only
• Limit: 10 per poll

Set the scenario schedule to every 15 minutes (Free plan) or every 1 minute (Core plan and above).

Step 2: Call Apollo (first provider)

Add an HTTP module (Make a request):

• URL: https://api.apollo.io/api/v1/people/match
• Method: POST
• Headers: x-api-key: YOUR_APOLLO_KEY, Content-Type: application/json
• Body type: Raw → JSON
• Content:

{
  "email": "{{1.properties.email}}"
}

Step 3: Evaluate Apollo results and set variables

Add a Set Multiple Variables module (under Tools) to normalize the Apollo response into a flat structure:

Step 4: Route to Clearbit if fields are missing

Add a Router module after the variable-setting step.

Route 1 — All fields filled (skip to HubSpot update):

• Add a Filter on this route
• Label: All fields present
• Condition: jobtitle exists AND company exists AND phone exists

Route 2 — Missing fields (call Clearbit):

• Add a Filter on this route
• Label: Missing fields
• Condition: jobtitle does not exist OR company does not exist OR phone does not exist

On Route 2, add an HTTP module for Clearbit:

• URL: https://person.clearbit.com/v2/people/find?email={{1.properties.email}}
• Method: GET
• Headers: Authorization: Bearer YOUR_CLEARBIT_KEY

Add another Set Multiple Variables module to merge Clearbit data into gaps. Use Make's ifempty() function:

(Module numbers will vary based on your scenario layout.)

Step 5: Route to PDL if fields are still missing

Add another Router after the Clearbit merge step with the same pattern:

Route 1 — All fields filled → proceed to update Route 2 — Still missing → call PDL

On Route 2, add an HTTP module for PDL:

• URL: https://api.peopledatalabs.com/v5/person/enrich
• Method: POST
• Headers: x-api-key: YOUR_PDL_KEY, Content-Type: application/json
• Body:

{
  "email": "{{1.properties.email}}"
}

Add a Set Multiple Variables module to merge PDL data:

Step 6: Update the HubSpot contact

All three routes converge on a HubSpot CRM module:

• Module: Update a Contact
• Contact ID: {{1.id}}
• Job Title: {{jobtitle}}
• Company Name: {{company}}
• Phone: {{phone}}

For custom properties, use an HTTP module:

• Method: PATCH
• URL: https://api.hubapi.com/crm/v3/objects/contacts/{{1.id}}
• Body:

{
  "properties": {
    "jobtitle": "{{jobtitle}}",
    "company": "{{company}}",
    "phone": "{{phone}}",
    "linkedin_url": "{{linkedin_url}}",
    "industry": "{{industry}}",
    "enrichment_source": "{{source}}"
  }
}

Step 7: Add error handling and activate

1. Add Resume error handlers (with 5-second delay) on each HTTP module — this handles rate limit 429 responses
2. Add a Break error handler on the final HubSpot Update for manual retry of failed writes
3. Click Run once to test the full waterfall
4. Check each module's output to verify data merging
5. Toggle the scenario to Active

Cost and credits

• Make Free plan: 1,000 credits/month. A full waterfall (all 3 providers) uses ~8-10 credits per contact. Apollo-only uses ~4 credits.
• Make Core plan: $29/mo for 10,000 credits. Handles ~1,000-2,500 enrichments/month depending on waterfall depth.
• Apollo: 1 credit/enrichment ($49/mo = 900 credits)
• Clearbit: Volume-based pricing starting at $99/mo
• PDL: $0.03-0.10/enrichment, pay-as-you-go available
• Typical cost: If Apollo covers 70% of contacts fully, you'll call Clearbit for 30% and PDL for 10%. For 100 contacts: 100 Apollo + 30 Clearbit + 10 PDL calls.

Common questions

How many Make credits does the full waterfall use per contact?

8-10 credits for a full cascade (Apollo + Clearbit + PDL). If Apollo fills everything, it's about 4 credits. The Free plan (1,000 credits/month) handles about 100-250 contacts depending on how many cascade to additional providers.

Can I skip Clearbit or PDL to save costs?

Yes. Remove the Router branch and HTTP module for the provider you want to skip. The remaining waterfall still works — you'll just have fewer chances to fill missing fields. Start with Apollo alone, measure your fill rate, and add providers when the gaps justify the cost.

Why does the scenario get confusing with three providers?

Each provider adds a Router, HTTP module, Set Variables module, and merge point. With three providers, you have 3 routers, 3 HTTP modules, 3 variable-setting steps, and multiple converging paths. Use descriptive module names and color-coded notes on the canvas to keep it navigable.

Next steps

• Add a Data Store — log which provider filled which fields to evaluate ROI per provider
• Reorder the waterfall — test with Clearbit first if your ICP skews toward well-known companies (Clearbit has stronger coverage for enterprise)
• Add domain filtering — skip personal email domains before the waterfall to conserve credits across all three providers