Automatic Firmographic Data Enrichment using AI and Google Sheets - n8n Workflow

• Sales and Marketing Operations teams needing accurate company data.


• Data Analysts looking to automate data hygiene and enrichment tasks.


• Users interested in implementing advanced AI Agent logic within an n8n workflow.


• Anyone seeking effective n8n templates for integrating specialized data APIs.

This is one of the most powerful and practical n8n templates available for data teams. It solves the laborious task of manually looking up crucial company firmographics like revenue range, employee size, and NAICS codes. The core of this n8n workflow is the intelligent combination of a Google Sheets n8n trigger and an advanced AI Agent powered by Anthropic's Claude 4 model, integrated with the Explorium platform.

When a new row is added or existing rows are updated in your target sheet, the n8n trigger fires, initiating the process. The flow intelligently filters for necessary inputs (company name and website) and then uses the AI Agent n8n node to execute complex, multi-step research (match company, enrich firmographics) using external tools. This automated n8n solution ensures your sales and marketing data is always fresh, complete, and readily available for analysis, minimizing manual effort and demonstrating the powerful capabilities of a well-structured n8n workflow.

This n8n workflow operates in a structured, sequential manner to ensure data integrity during enrichment:

1. Trigger and Monitoring: The process begins with the Google Sheets Trigger n8n node, which constantly monitors a specified spreadsheet for new or updated company records, serving as the starting point of the n8n workflow.


2. Input Validation: The subsequent If n8n node (Filter Valid Rows) checks incoming data. Only items containing non-empty values for both the company name and website fields are allowed to proceed, conserving API resources.


3. Sequential Processing: A Split In Batches n8n node (Loop Over Items) handles incoming records sequentially. This approach, outlined in the sticky note, is crucial when using usage-based AI or data enrichment APIs to manage rate limits and ensure proper row matching.


4. AI Orchestration: The AI Agent n8n node receives the data. It utilizes a detailed prompt instructing it to use the Explorium MCP tool. The agent's task is twofold: first, use match-business to find the unique business ID, and second, use enrich-businesses-firmographics to retrieve key metrics.


5. Language Model and Tool: The AI Agent uses the Anthropic Chat Model (specifically Claude Sonnet 4) as its reasoning engine and the Explorium MCP n8n tool node to access the external data source.


6. Structured Output: The enriched data is processed through an Output Parser n8n node to enforce a strict JSON structure. A final Code n8n node (Code - Format Output) cleans and formats the results, ensuring all target fields are present before updating the sheet.


7. Data Update: The Google Sheets n8n node (Update Company Row) writes the newly acquired firmographic data back to the originating sheet, matching the existing row based on the company name. The flow then returns to the Loop Over Items n8n node to process the next company record.

To set up this efficient n8n workflow, follow these steps:

1. Import: Copy the provided JSON data and paste it into your self-hosted or cloud n8n instance using the 'New' > 'Import from JSON' option.


2. Google Sheets Setup: Configure the Google Sheets Trigger n8n node and the Google Sheets Update Company Row n8n node. You must link your Google Sheets credential and select the specific spreadsheet and tab containing your company data (ensure columns like name, website, naics, yearlyrevenuerange, etc., are present).


3. Anthropic/Claude Setup: Connect your Anthropic API Key credential to the Anthropic Chat Model n8n node.


4. Explorium MCP Setup: You will need a Bearer Token for the Explorium MCP n8n tool. Configure the 'Explorium MCP' node with your required httpBearerAuth credentials.


5. Testing: Save and activate the n8n workflow. To test, add a few new company names and websites to your Google Sheet. The n8n trigger should detect the change, and the rows should populate with enriched data shortly thereafter.

Google Sheets Trigger (n8n trigger): Initiates the n8n workflow whenever a row is updated or added in the configured spreadsheet. Key configuration involves linking the Document ID and Sheet Name.
Filter Valid Rows (If n8n node): A logic check ensuring both the name and website fields contain values before proceeding to the expensive enrichment steps.
Loop Over Items (Split In Batches n8n node): Controls the flow, ensuring each company record is processed individually through the AI Agent step, preventing large batch requests.
AI Agent (LangChain Agent n8n node): The core intelligence engine. It uses a detailed prompt to define the research task and dynamically decides when and how to use the available tools (Explorium) to satisfy the request.
Anthropic Chat Model (n8n node): Provides the reasoning power (LLM) for the AI Agent, configured here to use the highly capable claude-sonnet-4 model.
Explorium MCP (LangChain Tool n8n node): The external API tool utilized by the AI Agent to perform business matching and firmographic data enrichment.
Code - Format Output (Code n8n node): Used post-enrichment to clean and standardize the output JSON structure, ensuring the final data matches the Google Sheet column requirements.
Update Company Row (Google Sheets n8n node): The final action, utilizing the appendOrUpdate operation to write the newly extracted firmographic data back to the sheet, completing the execution of this section of the n8n workflow.