Enrich HubSpot companies with technographic data from BuiltWith using Make

Prerequisites

Step 1: Create the scenario and schedule

Create a new scenario. Set the schedule for weekly execution:

• Schedule type: At regular intervals
• Run scenario: Every week
• Day: Sunday
• Time: 22:00
• Timezone: Your team's timezone

Step 2: Search for companies without tech data

Add an HTTP module (Make an API Call):

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

{
  "filterGroups": [{
    "filters": [{
      "propertyName": "tech_stack_crm",
      "operator": "NOT_HAS_PROPERTY"
    }]
  }],
  "properties": ["domain", "name"],
  "limit": 50
}

Step 3: Iterate over companies

Add an Iterator module:

• Array: {{1.results}}

This emits one bundle per company for the downstream modules.

Step 4: Call BuiltWith API

Add an HTTP module:

• URL: https://api.builtwith.com/v21/api.json?KEY=YOUR_BUILTWITH_KEY&LOOKUP={{2.properties.domain}}
• Method: GET

Step 5: Parse technologies with a Text Parser

Use Make's built-in JSON module → Parse JSON to extract the Technologies array.

Then add a Set Multiple Variables module (under Tools) to categorize the results. Map expressions using Make's map() and join() functions:

For complex categorization, use a Code module (available on Core plan) instead:

const techs = input.Results?.[0]?.Result?.Paths?.[0]?.Technologies || [];
const crm = techs.filter(t => /crm/i.test(t.Tag)).map(t => t.Name);
const marketing = techs.filter(t => /marketing|email/i.test(t.Tag)).map(t => t.Name);
const analytics = techs.filter(t => /analytics/i.test(t.Tag)).map(t => t.Name);
 
return {
  tech_stack_crm: crm.join(", ") || "None detected",
  tech_stack_marketing: marketing.join(", ") || "None detected",
  tech_stack_analytics: analytics.join(", ") || "None detected",
  tech_stack_all: techs.map(t => t.Name).join(", "),
};

Step 6: Update the HubSpot company

Add an HTTP module:

• Method: PATCH
• URL: https://api.hubapi.com/crm/v3/objects/companies/{{2.id}}
• Headers: Authorization via HubSpot connection
• Body:

{
  "properties": {
    "tech_stack_crm": "{{4.tech_stack_crm}}",
    "tech_stack_marketing": "{{4.tech_stack_marketing}}",
    "tech_stack_analytics": "{{4.tech_stack_analytics}}",
    "tech_stack_all": "{{4.tech_stack_all}}",
    "tech_enrichment_date": "{{formatDate(now; 'YYYY-MM-DD')}}"
  }
}

Step 7: Add rate limiting and error handling

1. Add a Sleep module (2 seconds) between the Iterator and the BuiltWith HTTP call — BuiltWith rate limits vary by plan
2. Add a Resume error handler on the BuiltWith module for 429 responses
3. Add a Filter after the BuiltWith module to skip domains that returned no technologies
4. Click Run once to test with a few companies
5. Toggle the scenario to Active

Cost and credits

• Make Free plan: 1,000 credits/month. Each company uses ~4-5 credits. Handles ~200-250 lookups/month.
• Make Core plan: $29/mo for 10,000 credits. Handles ~2,000-2,500 lookups/month.
• BuiltWith Pro: $295/mo for 500 API calls ($0.59 per lookup). Enterprise: $495/mo for 2,000 calls ($0.25 per lookup).
• Weekly batch of 50 companies: ~50 BuiltWith calls + ~250 Make credits.

Next steps

• Add a Data Store — track which domains have been looked up to avoid duplicate BuiltWith calls on subsequent runs
• Detect competitor tools — add specific variable-setting for whether the company uses a competitor product (uses_competitor = true/false)
• Add to lead scoring — create a HubSpot workflow that adjusts company score based on tech_stack_crm values