Get the HubSpot Prospecting Agent finding buyers your reps would miss
HubSpot's Prospecting Agent is one of its Breeze AI agents. It watches the companies you want to sell to and drafts outreach when something changes. We set up the rules and the review step so every email sounds like your team.
Free, 30 minutes, and you'll leave with at least one clear next step.
- Hub
- Marketing, Sales, Service, Data or Content Hub, or Smart CRM
- Plan needed
- Starter or higher (Smart CRM: Professional or higher)
- Status
- Generally available
Uses HubSpot credits for each lead it writes outreach for
Why do good accounts go cold?
Most sales teams have the accounts in HubSpot already. What they don't have is time to watch them.
Reps chase what's in front of them
A rep spends the day on quotes, renewals and open orders. The company that just raised money or opened a second office never gets a call.
Signals show up and go unseen
A buyer reads your pricing page three times this week. That's sitting in HubSpot, but no one checks it until the buyer has already picked someone else.
What does the Prospecting Agent actually do?
You tell it who you want to sell to, using lists in HubSpot. It watches those companies for buying signals, such as new funding, product launches or research on topics you pick. When it spots one, it suggests the right people to contact by job role and writes an email using what HubSpot knows about the account.
Each set of rules is called a play. A play says who to watch, what should trigger outreach, who sends it and whether a rep approves each email first. A play can kick in when someone views a page, fills out a form, goes quiet for a set number of days or joins a list. Reps can also add contacts by hand.
The agent can work two ways. It can plan the steps itself and adjust each email as it goes. Or it can follow a sequence, a set of timed emails and tasks you've already built. Emails go out from the contact owner, the company owner or one user you pick.
We build the plays with your sales team, then test them on your accounts
The agent follows the rules you give it. So most of our work is deciding those rules with the people who know your buyers.
Stage 1: Fix the records it will read
We check owners, company records and contact roles on your target accounts.
The agent sends email from the owner on the record, so a wrong owner means the wrong rep's name on the email. We fix owners, merge duplicate companies and fill in job roles on the target accounts. You provide your territory rules and a list of who covers what.
You get Target accounts with the right owners and clean contact data.
Stage 2: Write the first plays
We pick one or two plays that match how your best rep already sells.
We sit with your sales lead and turn their instincts into rules. For a services firm that might be companies who viewed the pricing page twice in a week. For an online brand selling wholesale, it might be retail buyers who went quiet for a full season. You give us your ideal buyers, the signals that matter and the tone you want.
You get Written plays your sales lead has signed off on.
Stage 3: Run in review mode
Every email waits for a rep to approve, edit or reject it.
We turn on review mode so nothing sends without a person. Reps see each draft with the signal that triggered it. We read the drafts with your team, fix the instructions where the tone is off, and note which plays bring replies.
You get A live agent your reps trust, with no surprise emails.
Stage 4: Set limits and watch the bill
We set daily caps and credit alerts so cost stays where you planned.
Each lead the agent writes outreach for uses credits. We set the daily cap on new suggestions per play, the most emails it can send and the wait between them. Your billing user also learns how to pause credit use if needed.
You get A monthly cost you can predict and control.
Stage 5: Add plays that earn it
Once the first plays hold up, we add more and decide which can send without review.
We review replies and meetings booked with you. Plays that bring meetings get more room. The rest get rewritten or switched off.
You get A short list of plays that keep working.
Should the agent send without review?
Keep review on when
- Deals are large and relationships matter
- Your buyers are experts who notice a wrong detail
- The play is new and you haven't read enough drafts yet
- Product names, details or pricing are easy to get wrong
Send without review can work when
- The play is narrow and has run well for weeks
- The email is a simple reconnect, not a pitch
- Your buyers are many and deals are small
- A rep still reads replies and takes over fast
What are the limits?
- You need Starter or higher in Marketing, Sales, Service, Data or Content Hub, or Smart CRM Professional or higher, plus HubSpot Credits.
- Credits are charged for each lead the agent writes outreach for, whether it found the lead or a rep added it. Check HubSpot's pricing page for what credits cost.
- Each play has a daily cap on new contact suggestions, a max email count and a minimum wait between emails.
- The agent looks back at up to one year of engagement history.
- If you edit a play, the change only applies to contacts added after the edit.
- Credit-based features don't run in HubSpot's test accounts (sandboxes), so testing happens in your live account with review on.
- HubSpot's AI settings for CRM, conversation and file data must be turned on.
Which sales teams get the most from it?
It pays off when you have a clear list of accounts worth chasing and more of them than your reps can watch. Think of a company selling to businesses across many states, or one with thousands of past buyers who haven't bought in a year.
It's a poor fit if you sell to a handful of huge accounts your reps already know by name, or if your CRM doesn't know who owns what. In that second case, fix the CRM first. When we audited one client's HubSpot account, we found leads that had never been contacted. Getting those back to sales came before any automation.
Pair it with buyer intent to see which companies are researching your category, and lead scoring so reps know which replies to answer first.
What if your best signal is a customer who stops buying?
The Prospecting Agent writes from HubSpot data and public signals. It can't see your billing, order or back-office system. So if a customer who buys like clockwork suddenly stops, the agent won't notice by itself. We build that alert as a custom AI workflow and feed the result into HubSpot, so a play can act on it.
Prospecting Agent questions
Does the Prospecting Agent work on Starter?
Yes. It works on Starter, Professional or Enterprise of Marketing, Sales, Service, Data or Content Hub. If you only have Smart CRM, you need Professional or higher. Every plan also needs HubSpot credits.
How do we keep the credit bill under control?
Each lead it writes outreach for uses HubSpot credits. Each play has a daily cap on new contact suggestions, so you decide how many leads it can work each day. Billing users can also pause credit use at any time.
What does a typical play look like?
For example: watch past customers who haven't had an email or call in six months. When someone from one of those accounts views your key pages, the agent suggests the right contact and drafts a short reconnect email from the account owner. A rep approves it before it goes out.
Can the agent use the sequences we already have?
Yes. You can let the agent plan the steps, or have it follow a sequence you've already built, with calls and tasks included. Many teams keep their best sequences and let the agent write a more personal first email.
What counts as a buying signal?
Things like funding news, product launches, research on topics you choose, visits to key pages, form fills, or a long gap since the last touch. You decide which signals trigger each play.
Can we test it in a sandbox first?
Credit-based features don't run in HubSpot sandboxes, the test copies of an account. We test in your live account with review mode on and a low daily cap, so nothing goes out that a rep hasn't read.
Who can set it up in our account?
A Super Admin, or a user with the Access prospecting agent permission. Managing plays needs the Prospecting agent admin permission.
Related
See which accounts your team is missing
On a short call we'll look at your target accounts and tell you whether the Prospecting Agent is worth it for you, which play to start with, and what to fix first.