How to integrate Peopledatalabs API with your marketing automation tools

If you’ve ever tried to squeeze better leads or cleaner data out of your marketing automation tools, you know the pain. The built-in enrichment is usually underwhelming, and manual research gets old fast. That's where adding an external data source like Peopledatalabs can actually make a dent—if you know how to wire it up without losing a week (or your mind).

This guide is for marketers, operations folks, and technical types who want to integrate Peopledatalabs API directly with tools like HubSpot, Marketo, or even Zapier-powered stacks. You don’t need to be a developer, but you’ll need to get your hands dirty.

Let’s break it down into clear steps—from why you’d even bother, to real-world wiring, to the stuff that never works as smoothly as the sales decks promise.

Why bother with Peopledatalabs API?

Most marketing tools claim to enrich your leads, but let’s be honest: they’re usually pulling from the same tired databases. Peopledatalabs stands out by offering a massive, regularly updated pool of B2B person and company data. If you want to:

  • Auto-fill missing data (job titles, company info, etc.)
  • Route leads better (think: get industry, size, and role instantly)
  • Cut down on dead-end contacts

…then plugging in PDL’s API is worth your time.

But—don’t expect magic. If your input data is garbage (like just a first name and “info@company.com”), no API can turn it into gold. Also, Peopledatalabs isn’t cheap, and it’s best for teams that actually use enriched data, not just collect it for vanity dashboards.

Step 1: Prep your marketing automation tool

First, check if your marketing tool supports direct API calls or webhooks. Here’s how some of the big names stack up:

  • HubSpot: Supports webhooks and custom code via workflows (with Operations Hub).
  • Marketo: Has webhooks, but they’re a bit clunky and rate-limited.
  • ActiveCampaign, Pardot: Webhook support is there, but getting data back in can be a hassle.
  • Zapier, Make (Integromat): Great for non-coders, but slower and less reliable for large volumes.

Pro tip: If your tool doesn’t support two-way API calls (sending data out and bringing it back in), you’ll need a middleware like Zapier, Make, or a custom script on a cheap cloud function (AWS Lambda, Google Cloud Functions, etc.).

Step 2: Get your Peopledatalabs API key

Sign up for a Peopledatalabs account. Once you’re in:

  • Go to your dashboard.
  • Find your API key (usually under “API Access”).
  • Save it somewhere safe—you’ll need it for every request.

Reality check: Free tiers are limited. If you’re experimenting, great. For production, expect to pay.

Step 3: Decide what data you actually need

Peopledatalabs has a ton of endpoints—person, company, enrichment, search, etc. Most common use cases:

  • Enrichment: Fill in missing details for a person or company.
  • Search: Build prospect lists (though beware: this can get expensive fast).

For marketing automation, enrichment is your friend. Don’t try to turn your CRM into a prospecting tool unless you like getting rate-limited or paying big bills.

Key fields to enrich:

  • Email (best match)
  • Name + company (works, but riskier)
  • LinkedIn or company domain (for company enrichment)

Skip: Trying to enrich on just a first name, or using generic emails (“info@”). You’ll get junk or nothing.

Step 4: Build your enrichment workflow

Here’s the high-level flow:

  1. Trigger: New lead comes into your marketing tool.
  2. Send: Fire a webhook or API call with the lead’s basic info to Peopledatalabs.
  3. Enrich: Get a response with extra data.
  4. Update: Push that data back into your marketing tool.

Let’s break down each part.

4.1 Triggering enrichment

  • HubSpot: Use a workflow. Set up a trigger (e.g., “new contact created”) and then add a webhook or custom code action.
  • Marketo: Use a webhook on lead creation, but watch for rate limits.
  • Zapier/Make: Trigger on new lead, then chain actions.

Heads-up: Don’t enrich every single lead—filter out junk (spam, competitors, obviously fake emails) first, or you’ll waste credits.

4.2 Making the API call

Here’s a sample curl request for person enrichment:

bash curl -X POST 'https://api.peopledatalabs.com/v5/person/enrich' \ -H 'Content-Type: application/json' \ -H 'X-API-Key: YOUR_API_KEY' \ -d '{ "email": "janedoe@acme.com" }'

  • Replace YOUR_API_KEY with your key.
  • Add more fields if you have them (name, company, etc.).

In Zapier or Make: Use their built-in HTTP request steps. Paste the endpoint, headers, and payload.

4.3 Handling the response

You’ll get a JSON object back. Key info includes:

  • Job title
  • Company name, domain, size, industry
  • Location
  • Social profiles

Now what? Map these fields back to your contact or company record in your marketing tool. Most platforms let you set up field mapping when parsing a webhook or API response.

Don’t overdo it: Only write back fields you’ll actually use. No one needs 50 custom fields that gather dust.

4.4 Updating the record

  • HubSpot: Use custom code actions to patch the record, or connect via Zapier if you’re not technical.
  • Marketo: Tricky—may need a middleware to parse the response and update fields.
  • Zapier/Make: Add an “Update Record” action after parsing the enrichment payload.

Gotchas:

  • Some platforms overwrite existing data. Make sure you don’t accidentally wipe user-entered info with API guesses.
  • API rate limits are real. Batch updates if you’re dealing with big imports.

Step 5: Test, monitor, and tweak

Don’t just set it and forget it. Here’s what usually goes sideways:

  • Bad matches: Sometimes the API can’t find a match, or pulls the wrong person (especially with common names).
  • Delays: Free or low-tier accounts can have slow response times.
  • Over-enrichment: More data isn’t always better. Focus on what actually helps your campaigns (e.g., job title for lead routing).

How to stay sane:

  • Test with real, varied sample data—don’t just use your own email.
  • Set up fallback logic: If enrichment fails, flag the lead for manual review or just skip.
  • Track your enrichment hit rate (how often you get useful data back).

What to ignore

  • Bulk enrichment via CRM exports: Sounds tempting, but most marketing tools and Peopledatalabs rate limits make this a headache. If you must, do it in small batches and during off-hours.
  • Exotic endpoints: Stick with the core enrichment endpoints unless you have a really specific use case and know what you’re doing.
  • Fancy AI add-ons: Data enrichment is about facts, not AI guesses. Don’t pay for “AI-powered” enrichment unless you’ve tested it yourself.

Real-world tips

  • Start small. Enrich just your demo requests or high-value leads first.
  • Review your mapping. Sometimes the API’s job title is weirdly formatted or too generic—clean it up before using it for lead scoring.
  • Be transparent. If you’re adding data to a contact record, make sure your privacy policy covers enrichment. No one likes a surprise.

Wrapping up: Keep it simple, iterate as you go

Integrating Peopledatalabs API with your marketing automation tools isn’t rocket science, but it does require a little patience and a willingness to test. Start with one workflow, enrich only what matters, and keep an eye on costs and data quality. You’ll get better leads, save time, and—if you don’t overcomplicate things—you might even enjoy the process.

If it ever feels like too much, take a step back. The best integrations are the ones your team actually uses, not the fanciest ones you can build.