Google Sheets + Zapier: 4 B2B Data Enrichment Workflows to Set Up Today

Still copying and pasting information between tools? Manually enriching leads one by one in Google Sheets, then importing them into your CRM by hand? That time is wasted — and it adds up faster than you think.

According to HubSpot (2024), sales professionals spend an average of 19% of their day updating contact management tools. That’s nearly two hours every day that isn’t going toward actual selling. The good news: Google Sheets and Zapier, combined with an enrichment tool like Derrick, let you automate most of that work without writing a single line of code.

In this guide, you’ll discover 4 concrete automated enrichment workflows, ready to deploy in your current stack.

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Why Connect Google Sheets and Zapier for Data Enrichment?

Google Sheets sits at the center of most sales team stacks: it’s where prospect lists live, where LinkedIn exports land, where raw contact databases get built. But a static spreadsheet doesn’t enrich itself.

That’s where Zapier comes in. With over 8,000 connected apps and more than 2 million businesses on the platform, Zapier acts as the bridge between your data sources and your processing tools. It automates repetitive actions — fetching a data point, running it through an enrichment tool, sending it back to the right place — with zero manual intervention.

The combination of Google Sheets + Zapier + Derrick creates a real-time, automated B2B data enrichment pipeline. Here’s what changes in practice:

According to HubSpot (2024), sales professionals using automation save an average of 1 to 2 hours per day on administrative tasks and data analysis. Across a team of 5 SDRs, that’s up to 50 hours per week freed up for active prospecting.

Now that the stakes are clear, let’s build these workflows.

The Basics: How Zapier Works with Google Sheets

Before diving into the enrichment workflows, a quick note on the core logic. Every Zapier automation (called a Zap) has two components:

• The trigger: the event that kicks off the workflow — for example, “a new row appears in my Google Sheet”
• The action: what Zapier does in response — for example, “enrich this contact in Derrick” then “update the row with enriched data”

For Google Sheets, the most useful triggers for B2B data enrichment are:

• New Spreadsheet Row: fires when a new row appears at the bottom of the sheet
• New or Updated Spreadsheet Row: fires on any addition or modification
• Scheduled trigger: fires at a fixed time (e.g., every morning at 8am on rows added overnight)

The most commonly used return actions to Google Sheets are:

• Create Spreadsheet Row: adds a new row in another tab with enriched data
• Update Spreadsheet Row: updates an existing row with new data
• Lookup Spreadsheet Row: finds an existing row before modifying it

This trigger → action structure is the foundation of every workflow below. Let’s get practical.

Workflow 1: Automatic Enrichment from a Contact Form

The use case

Mike, a Growth Manager at a B2B SaaS scale-up, uses Typeform to qualify inbound leads. Every new lead fills in their name and company — but not their professional email or direct contact details. Mike was manually enriching each entry in Derrick before passing it to the sales team.

With this workflow, every form submission automatically triggers enrichment and pushes the qualified contact into HubSpot — no human touch required.

The steps

Step 1: Set up your destination Google Sheet

Create a Google Sheet with clear column headers: First Name, Last Name, Company, Professional Email, Phone, LinkedIn URL, Source. These headers will act as the destination for enriched data. Never rename them after setting up your Zap — Zapier relies on them to map data correctly.

Expected result: A well-structured sheet, ready to receive automated data.

Step 2: Create the Zap with Typeform as the trigger

In Zapier, click “Create Zap”. Select Typeform as your trigger app, then choose the “New Entry” event. Connect your Typeform account and select the form. Zapier will pull a sample submission so you can test your field mapping.

Expected result: Zapier detects new form submissions in real time.

Step 3: Add a Google Sheets action to create the raw row

Add a first Google Sheets action with the “Create Spreadsheet Row” event. Map the form fields (First Name, Last Name, Company) to the corresponding columns in your sheet. Select the target file and tab.

Expected result: Each new lead instantly appears in Google Sheets with their basic information.

Step 4: Call Derrick’s Lead Email Finder

Add a Webhook action in Zapier configured to call Derrick’s Lead Email Finder. Pass the first name, last name, and company domain as input parameters. Derrick runs the search and returns a real-time verified professional email.

Expected result: Derrick returns the verified professional email, phone number if available, and the contact’s LinkedIn URL.

Step 5: Update the Google Sheet row with enriched data

Use “Lookup Spreadsheet Row” to find the row created in Step 3, then “Update Spreadsheet Row” to fill in the Email, Phone, and LinkedIn columns with the data returned by Derrick.

Expected result: The row is automatically completed with all enrichment data — no copy-pasting needed.

Advanced option: Add a final “Create Contact” step in HubSpot or Pipedrive to push the enriched lead directly into your CRM, with all data complete and ready for an SDR to act on.

Workflow 2: Automatic Enrichment After Sales Navigator Import

The use case

Sarah, an SDR at a B2B consulting firm, exports a list of 200 prospects from LinkedIn Sales Navigator every week. The problem: the export only contains basic data (name, title, company). She was spending 3 hours per week finding emails and phone numbers one by one.

This workflow fully automates enrichment the moment profiles land in Google Sheets.

The steps

Step 1: Import your Sales Navigator leads into Google Sheets via Derrick

From your LinkedIn Sales Navigator search, copy the list URL. Launch the import in Derrick using the “Import List of LinkedIn Profiles (Sales Navigator)” feature. Profiles are automatically pulled into your Google Sheet with their LinkedIn URLs.

Expected result: A Google Sheet with all LinkedIn URLs in column A, ready for enrichment.

Step 2: Create a Zap triggered on “New Spreadsheet Row”

In Zapier, create a Zap with Google Sheets as the trigger, “New Spreadsheet Row” event. Select the sheet receiving your Sales Navigator imports.

Expected result: The Zap fires for each newly imported profile the moment it appears in the sheet.

Step 3: Call Derrick’s LinkedIn Profile Scraper

Add a Webhook action to call Derrick’s LinkedIn Profile Scraper. Pass the LinkedIn URL from the row as the input parameter.

Expected result: Derrick returns up to 50 attributes per contact — verified professional email, phone number, company data (industry, size, location), LinkedIn bio, current role, and tenure.

Step 4: Update the row with enriched data

Use “Update Spreadsheet Row” to automatically fill in the Email, Phone, Company, Industry, and Size columns in your sheet.

Expected result: Every profile imported from Sales Navigator is enriched within seconds — no manual work.

Step 5: Filter by ICP criteria

Add a Zapier filter “Only continue if…” to push to your CRM only the leads that match your ICP. For example: title contains “Head of Sales” AND company has more than 50 employees AND industry is SaaS.

Expected result: Only ICP-qualified leads reach HubSpot or Salesforce — no noise in your sales pipeline.

Workflow 3: Automated List Cleaning and Deduplication

The use case

Emma, Sales Ops at a fast-growing startup, receives lead lists every week from three different sources: the marketing team, commercial partners, and SDRs. These lists contain duplicates, invalid emails, and inconsistent formats.

This workflow centralizes and automatically cleans every new entry without any human intervention.

The steps

Step 1: Centralize all sources into an “Inbox” sheet

Create a Google Sheet called “Lead Inbox” as your single entry point. Each source (form, CSV export, partner transfer) feeds into this sheet via its own Zap. All new entries pass through this central hub before any processing.

Expected result: A single sheet that receives all incoming leads, regardless of their original source.

Step 2: Trigger automatic email verification

For every new row in “Lead Inbox”, trigger an action to Derrick’s Email Verifier. Pass the email address as the parameter. Derrick performs a real-time SMTP validation and returns a validity status.

Expected result: Each email gets a status — valid, invalid, catch-all, or disposable.

Step 3: Route based on validation status

Use Zapier’s “Paths” (conditional branching) to sort each lead by status:

• Valid email → “Qualified Leads” tab
• Invalid email → “To Rework” tab
• Catch-all or disposable → “To Confirm Manually” tab

Expected result: Leads are automatically sorted into three categories — without touching a single cell manually.

Step 4: Run deduplication via Derrick

In Derrick, use the Remove Duplicates feature on the “Qualified Leads” tab to eliminate duplicate entries (same email or same LinkedIn URL).

Expected result: A clean, deduplicated list ready for cold email campaigns or CRM import — with bounce rates kept under 5%, protecting your sender domain reputation.

Workflow 4: Slack Alerts for High-Scoring Leads

The use case

James, Head of Sales at a SaaS company, had a recurring problem: his best-fit leads would sometimes sit in a Google Sheet for hours before an SDR reached out. Research consistently shows that prospects contacted quickly after showing intent convert at significantly higher rates than those who wait 24+ hours.

This workflow sends an instant Slack alert the moment a lead reaches a high ICP score — so the team can act within minutes.

The steps

Step 1: Add AI lead scoring via Derrick

Use Derrick’s AI Lead Scoring feature to automatically assign a score to each enriched lead based on your ICP criteria: industry, company size, role, seniority. The score is added to a dedicated “ICP Score” column in your Google Sheet.

Expected result: Every enriched lead gets a score from 1 to 10, visible directly in the sheet.

Step 2: Create a Zap with a score filter

In Zapier, create a Zap triggered on “New or Updated Spreadsheet Row”. Add a filter: “Only continue if ICP Score is greater than or equal to 8”. The workflow only activates for high-potential leads.

Expected result: The Zap fires only for priority prospects — no notification noise for the team.

Step 3: Send a formatted Slack message

Add a Slack “Send Channel Message” action. Write a message template with the lead’s key data: name, role, company, verified email, ICP score, and a direct link to the Google Sheet row.

Example message:

🔥 Hot lead alert — ICP Score: 9/10 Sarah Martin — VP Sales @ TechCorp (85 employees, SaaS) Email: s.martin@techcorp.com (verified) View in Google Sheets: [link]

Expected result: The sales team is alerted in real time about priority leads, directly in their prospecting Slack channel.

Step 4: Auto-assign to an SDR

Add a HubSpot “Create Contact” action with automatic assignment to the on-call SDR based on your rotation logic. The lead arrives in the pipeline with all enriched data and its ICP score, ready to be worked immediately.

Expected result: The time between a qualified lead entering your system and their first contact drops from hours to minutes.

Best Practices for Your Google Sheets + Zapier Enrichment Workflows

1. Structure your sheets before building your Zaps

Define clear, stable column headers in your Google Sheet before configuring anything in Zapier. These headers are what Zapier uses to map data. Never rename them after activating a Zap — it’s the number one cause of broken workflows.

2. Use separate tabs for each pipeline stage

Instead of one catch-all sheet, create a tab for each stage: “Inbox”, “Enriching”, “Qualified”, “Sent to CRM”. This architecture lets you visualize the data flow, spot bottlenecks quickly, and reprocess exceptions without disrupting the main workflow.

3. Always test with real data before going live

Zapier offers a test mode for every Zap. Use it with real data — not dummy data — before activating in production. Verify that every field maps correctly, that filters work as intended, and that enriched data lands in the right columns.

4. Estimate your credit usage before running at scale

Every Derrick enrichment action uses 1 credit, and every Zapier step consumes tasks based on your plan. Before launching a workflow on 10,000 rows, estimate your monthly volume. Since Derrick credits roll over month to month, you can smooth out volume spikes without extra cost.

5. Log errors in a dedicated tab

Set up an error branch in Zapier that automatically logs unprocessed rows into an “Errors” tab — including the reason for failure (email not found, API timeout, incomplete source data). This lets you reprocess exceptions without losing any leads.

Common Mistakes to Avoid

Issue 1: The Zap loops on already-processed rows

Symptom: Zapier burns thousands of tasks on contacts that are already enriched, and duplicates appear in your CRM.

Impact: Excessive Zapier task and Derrick credit consumption, duplicate contacts in HubSpot or Salesforce.

Fix: Use the “New Spreadsheet Row” trigger (not “New or Updated”). This trigger only fires on new rows, not edits. Alternatively, add a filter “Only continue if [Email column] is empty” to process only unenriched rows.

Issue 2: Field mapping breaks after editing the sheet

Symptom: Enriched data lands in the wrong columns, or Zapier throws a “column not found” error.

Impact: Hours spent correcting misplaced data, incomplete leads in the CRM.

Fix: Never rename a Google Sheet column after setting up a Zap. If you need to restructure your sheet, pause the Zap first, make your changes, reconfigure the mapping, then reactivate.

Issue 3: Volume exceeds your Zapier plan limits

Symptom: Some Zaps stop firing, Zapier shows “task limit reached” — incoming leads fall through without any alert.

Impact: Un-enriched prospects, an incomplete pipeline, and eroded trust in your automation setup.

Fix: Estimate your monthly volume before choosing a Zapier plan. For heavy volumes (50,000+ tasks/month), consider Make (formerly Integromat) or n8n, which often offer better task-to-price ratios for intensive B2B use cases. Derrick integrates natively with all three.

Issue 4: Source data is too incomplete for enrichment

Symptom: Derrick can’t find an email for a high proportion of leads (above 30% failure rate).

Impact: The workflow runs but produces few results, ROI on automation is limited.

Fix: Enrichment works best when source data is solid. For the Lead Email Finder, always provide at minimum first name, last name, and company domain. For the LinkedIn Profile Scraper, a valid LinkedIn URL is required. The more precise the input, the higher the match rate.

Key Takeaways

• Google Sheets + Zapier + Derrick form a fully automated B2B data enrichment pipeline — no technical skills required
• Every Zap runs on a trigger and one or more actions — mastering this logic lets you build any enrichment workflow in under an hour
• The highest ROI workflow: post-Sales Navigator enrichment, which eliminates 2 to 3 hours of manual work per SDR per week
• Use a multi-tab architecture (Inbox, Enriching, Qualified, CRM) to avoid loops and keep your data flow visible
• Always log errors in a dedicated tab so no lead gets lost in the process
• Derrick credits roll over month to month — you can absorb volume spikes without immediate extra cost

Conclusion: Pick One Workflow and Ship It Today

The power of Google Sheets + Zapier is that you don’t need to build everything at once. Start with the workflow that solves your biggest pain point right now:

• Lots of unenriched inbound leads → Start with Workflow 1 (form → automatic enrichment)
• Time-consuming Sales Navigator exports → Start with Workflow 2 (LinkedIn → batch enrichment)
• A messy, duplicate-heavy contact database → Start with Workflow 3 (automated cleaning and validation)
• High-value leads sitting too long without contact → Start with Workflow 4 (Slack alert on ICP score)

Each workflow takes under an hour to set up. The time you save is immediate. And once your first Zap is running, you’ll naturally want to build the next one.

Connect Derrick to your Zapier workflows

Derrick integrates natively with Zapier, Make, and n8n. Verified emails, phone numbers, AI scoring — everything added automatically to your Google Sheets.

Try for free →

FAQ

How do I connect Zapier to Google Sheets? In Zapier, create a new Zap and select Google Sheets as your trigger or action. Authenticate your Google account, then select the file and tab. Zapier uses the headers in your first row to map data — never rename them after setup.

Can you automate B2B data enrichment without coding? Yes, completely. Zapier is a no-code platform that connects Derrick, Google Sheets, and your CRM without writing any code. All four workflows in this guide can be configured in under an hour using Zapier and Derrick’s visual interfaces.

What’s the difference between Zapier, Make, and n8n for B2B automation? Zapier is the most accessible for non-technical teams. Make (formerly Integromat) offers more flexibility for complex, high-volume workflows. n8n is a self-hostable open-source solution ideal for technical teams who want full control over their automation infrastructure. Derrick integrates natively with all three.

How many Derrick credits does an automated enrichment workflow use? Each enrichment action uses 1 Derrick credit. A workflow processing 500 new leads per month will use 500 credits. The Medium plan at $20/month (10,000 rollover credits) comfortably covers this volume — with unused credits carrying over to the following month.

Can Google Sheets replace a CRM for B2B prospecting? For small teams or early-stage companies, yes: Google Sheets enriched via Derrick and automated via Zapier can function as a lightweight CRM. Once your active pipeline grows beyond a few hundred contacts, a proper CRM like HubSpot or Pipedrive becomes necessary to manage interactions and prospecting sequences effectively.