HubSpot data enrichment is the process of automatically adding, updating, and refining the information in your HubSpot CRM, specifically for contact and company records. Instead of manually researching and entering details, data enrichment tools pull information from a variety of sources to fill in the gaps, creating a more complete and accurate profile for each record. This is a crucial part of an overall data hygiene strategy, ensuring your database is not only clean but also rich with useful information.
How It Works 🤖
HubSpot offers its own AI-powered data enrichment tool, Breeze Intelligence, as well as integrations with numerous third-party providers. When a new contact or company record is created in HubSpot, or an existing one is updated, the enrichment tool uses a key identifier, like an email address or company domain, to search a vast database of information. It then automatically populates missing fields with data such as:
- Firmographics: Company size, industry, annual revenue, location, and technologies used.
- Demographics: Job title, role, and social media profiles.
- Technographics: The technologies a company uses (e.g., Salesforce, Shopify, etc.).
This process can be configured to happen in several ways: automatically for new records, continuously for existing records, or in bulk for a list of contacts or companies.
The Value It Provides 💰
Data enrichment transforms a basic database into a powerful business asset, providing significant value across an organization.
With enriched data, you can create more precise and effective marketing and sales campaigns. For example, you can segment your audience based on enriched fields like industry, company size, or job title. This allows you to tailor your messaging to their specific needs, leading to higher engagement and conversion rates. It also enables you to use personalization tokens more reliably in emails and other communications, making your outreach more relevant and personal.
Enriched data gives your sales team the context they need to qualify leads more effectively and prioritize their outreach. By automatically populating data points like company revenue or employee count, you can build more intelligent lead-scoring rules. Leads that match your ideal customer profile can be assigned a higher score and routed to the right sales reps for immediate follow-up, ensuring they don't fall through the cracks.
Data enrichment eliminates the tedious, time-consuming task of manual data entry and research. This frees up valuable time for both marketing and sales teams, allowing them to focus on high-value activities like engaging with prospects and closing deals. It also helps maintain a high level of data quality over time, as records are automatically refreshed with the latest information, minimizing the risk of outdated or inaccurate data.
A powerful feature of data enrichment is form shortening. When a visitor fills out a form on your website, HubSpot's enrichment tool can recognize them based on their email or IP address and pre-populate fields like their company name, job title, and other details. This allows you to create shorter forms, which reduces friction and significantly improves conversion rates.
How to Enrich Your HubSpot Data: A Step-by-Step Guide
HubSpot offers several ways to enrich your data, from automatic settings to manual bulk actions. The method you choose will depend on your needs.
Method 1: Automatic & Continuous Enrichment (The "Set It and Forget It" Approach)
This is the most efficient method for keeping your database consistently up-to-date.
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Navigate to Settings: In your HubSpot account, click the Settings icon (the gear) in the top navigation bar.
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Find Data Enrichment: In the left-hand sidebar menu, go to Data Management > Data Enrichment.
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Configure Enrichment Settings: In the "Settings" tab, you'll find options for both contacts and companies.
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Automatic enrichment: Toggle this on to automatically enrich any new records created in your portal (e.g., from form submissions or imports).
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Continuous enrichment: Toggle this on to have HubSpot periodically update and refresh existing records in your database with the latest available information. This is great for combating data decay over time.
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Important Note: For a record to be enriched, a contact must have a business email address, and a company must have a company domain name. Personal email addresses like @gmail.com will not be enriched.
Method 2: Manual Enrichment (For Individual Records)
Sometimes you need to quickly enrich a single record without waiting for an automated process.
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Find the Record: Go to your Contacts or Companies in the CRM and click on the name of the record you want to enrich.
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Initiate Enrichment: On the record's profile, look for the "Actions" dropdown menu (usually on the left panel, near the "About this..." section) and select Enrich record.
Review and Update: A new panel will open on the right, showing you the properties that can be enriched. You can review the suggested values and choose which ones to add or update.
Confirm: Click Enrich record to apply the new data.
Method 3: Bulk Enrichment (For Lists and Segments)
If you have a large list of contacts or companies that you want to enrich at once, bulk enrichment is the way to go.
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Select Your Records:
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From the Index Page: Go to your Contacts or Companies list, select the records you want to enrich using the checkboxes, and then click Enrich records from the menu at the top of the table.
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From a List: Navigate to CRM > Lists and select a list you want to enrich. Once inside the list, click the Actions dropdown menu and select Enrich list.
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Confirm and Run: A dialog box will pop up, showing you how many records will be enriched. Review the number and click Enrich records to start the process.
Method 4: Using the HubSpot App Marketplace for More Advanced Enrichment
HubSpot's native enrichment is powerful, but you can get even more specialized data by integrating with third-party providers.
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Explore the App Marketplace: In your HubSpot account, click the Marketplace icon (a shopping bag) in the top navigation bar.
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Search for Enrichment Tools: Search for "data enrichment" to find a variety of apps like ZoomInfo, Clearbit, Apollo, and others.
Choose and Install: Read the descriptions and reviews to find a tool that fits your needs. Once you've made a choice, follow the on-screen instructions to connect the app to your HubSpot portal.
Configure the Integration: Each app will have its own setup process, but generally, you will need to:
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Map the fields between the app and HubSpot so the data flows to the correct properties.
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Set up rules for when to enrich data (e.g., when a new lead is created, or for a specific list).
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By following these instructions, you can leverage HubSpot's data enrichment capabilities to ensure your CRM is always a clean, reliable, and powerful source of truth for your entire organization.