Zuletzt aktualisiert: 18.11.2025
The HubSpot Prospecting Agent is currently one of the most exciting AI features in the sales sector. It can independently identify, evaluate and proactively contact contacts - but only if it is set up correctly. In this episode, we show you step by step how to set up the agent properly, minimize risks and unlock real pipeline potential.
Why you don't just "activate" the Prospecting Agent, but need to configure it strategically
Many people activate the prospecting agent with the thought: "Let's see what happens."
This is the safest way to chaos. The agent does not work generically, but hyper-contextually. This means that what you give it determines how well (or riskily) it works.
It is not an email-sending robot, but an intelligent sales research and outreach assistant. And if you treat it as such, it will unleash its potential.
Set up HubSpot Prospecting Agent: How to set up sales profiles, tonality and senders correctly
Before the agent sends out anything, it needs a ** crystal-clear setup**:
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Always define sales profiles specifically for the product or use case
No generic "Sales DACH". Rather: "Recruiting software for IT service providers" or "After-sales automation for mechanical engineering". -
Consciously choose the sender identity
People react differently to Dominik from CIXON than to sales@firma.com. -
Determine tone & language
"Direct and sales-oriented" works differently to "advisory and impartial". Both are possible - but never mix them. -
Consciously feed training data
The agent is based on specific assets: landing pages, service descriptions, PDFs, use case videos.
Use AI safely: Guard rails and exclusion lists for the prospecting agent
We clearly recommend: Start semi-automatically. The agent suggests - you confirm or edit.
Important safety nets:
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Exclusion lists for existing customers, partners, applicants, press.
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Define dispatch windows ("only Mon-Fri, 9 a.m. - 5 p.m.").
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Control frequencies - nobody wants 3 emails in 48 hours.
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Use custom prompts to precisely control messaging (e.g. "no discount offers").
Once this is in place, you can expand the automation step by step.
Automatically or manually add contacts to the HubSpot Prospecting Agent - how to control it
The Prospecting Agent can be fed in three ways:
automatically via workflows, rule-based via behavior (e.g. website visit), or manually by the sales team.
This is the difference between scaled top-of-funnel and precise ABM control.
Both are possible - but please make a conscious choice. Many overlook precisely this strategic lever.
Read prospecting agent analysis correctly: Evaluate meetings and conversion in the Sankey diagram
HubSpot provides you with a Sankey view that clearly visualizes:
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How many contacts did the agent approach?
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How many opened / clicked / replied?
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How many meetings have resulted?
This is not "marketing reporting". This is sales reality at a glance - perfect for making data-based decisions:
"Expand, adjust or stop?"
Where the Prospecting Agent is already really strong today
It particularly shines in:
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Understanding context and timing ("writing now makes sense")
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Clean research on contacts and companies
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Outreach drafts that actually appear human - if they have good fodder
But let's be clear:
Fully automated outreach without governance is not a good idea 9 times out of 10 today. First governance, then scaling.
Conclusion: No autopilot - but an unfair advantage if you do it right
The prospecting agent is not a substitute for sales - but a multiplier for good sales.
Teams that use it consciously not only react faster - they work at enterprise level, without an enterprise budget.
Do you have specific use cases or questions about the Prospecting Agent and the new AI functions in HubSpot? Then don't hesitate to book a free appointment with us. We will look at your use case together and show you how you can make the best use of it for your business.
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