Prospecting Agent 101: Smarter Outreach & Better Results

HubSpot continues to expand its suite of AI agents, and one of the most impactful for sales teams is the Prospecting Agent. If you have a Sales Hub seat, you already have access to this tool and it can dramatically streamline outreach, help you prioritize leads, and give you deeper context about every prospect you enroll.

This guide breaks down exactly how the Prospecting Agent works, step by step, based on the walkthrough in our Unlock HubSpot tutorial.

What the Prospecting Agent Does

The Prospecting Agent is a workflow-style AI tool built directly into Sales Hub. Its core functions include:

• Enrolling contacts and companies into an AI-driven outreach sequence

• Automatically researching prospects using your CRM data and public web sources

• Generating personalized outreach emails

• Continuously deciding next steps based on engagement

• Helping you analyze performance and refine your approach

• Allowing you to customize outreach through selling profiles

In short: it helps reps focus on the right leads at the right time (with less manual effort).

Step 1: Accessing the Prospecting Agent

If you have a Sales seat in HubSpot:

1. Navigate to Sales Hub.

2. Locate the Prospecting Agent in your left-side menu or Agents dashboard.

3. Open the agent to begin enrolling your contacts.

Step 2: Enrolling Prospects

The enrollment process is simple:

1. Select Enroll Prospects inside the agent.

2. HubSpot will automatically pull in all contacts from your CRM.

3. Choose the companies or contacts you want the agent to reach out to.

4. Click Start Enrolling.

Once enrolled, the agent begins gathering information and preparing outreach steps.

Step 3: Reviewing AI-Generated Emails

For each enrolled prospect, you can see exactly what the agent is doing behind the scenes.

Click Review Emails to view:

• Email drafts written by the agent

• Details about why the email was crafted the way it was

• The full “train of thought” behind the outreach

• How the agent is incorporating past interactions, notes, and CRM data

These emails are highly contextual. The agent automatically evaluates:

• Previous calls or past email exchanges

• Company activity

• Leadership or product updates

• Web summaries and publicly available information

This ensures every email is relevant—not generic.

Step 4: Exploring the Research Hub

One of the most valuable features is the Research section.

The Prospecting Agent compiles:

• CRM history

• Website browsing behavior

• Company changes

• Value statements

• Leadership updates

• Product or service changes

It also provides direct links to its sources so you can verify or dig deeper.

You can even add this research directly to the contact record, allowing you to reference it later or share it with your team.

Step 5: Understanding Ongoing Agent Decisions

After the first email is sent, the Prospecting Agent:

• Monitors engagement

• Adjusts its approach

• Writes new emails

• Plans follow-ups

• Personalizes outreach based on behavior

You stay in full control—you can review each step at any time.

Step 6: Measuring Performance and Engagement

The Prospecting Agent includes built-in analytics so you can evaluate your outreach.

You’ll see metrics such as:

• Total enrollments

• Emails delivered

• Open rates

• Click-throughs

• Replies

This helps you understand what’s working and where to refine your messaging or selling profiles.

Step 7: Setting Up Selling Profiles

Selling profiles are one of the most customizable parts of the Prospecting Agent.

You can create different profiles based on:

• Product lines

• Divisions

• Industries

• ICP segments

• Use cases

• Sales motions

Inside each profile, you define:

• Identity (e.g., who the agent is “speaking as”)

• Tone

• Language usage

• Value proposition

• Industry-specific messaging

• Product or service descriptions

When enrolling prospects, simply choose which selling profile fits that particular audience.

This allows your outreach to stay consistent, intentional, and aligned with how you go to market.

Prospecting Agent: FAQ

1. What data does the Prospecting Agent use to personalize emails?

The agent uses a combination of CRM data and publicly available information. It factors in past calls, emails, notes, website behavior, leadership updates, product announcements, and company history. It also compiles its sources in a research section so you can review everything it used.

2. Can I customize how the Prospecting Agent communicates?

Yes. Through selling profiles, you can customize tone, messaging, industry-specific details, value propositions, and more. You can build multiple profiles and select the appropriate one at enrollment.

3. Does the agent fully automate outreach, or can I review messages first?

You can review every email before it goes out. The agent provides a full explanation (“train of thought”) for why it crafted each message, and you can edit or approve drafts as needed. Nothing happens without your oversight unless you choose to enable automated sending.