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DATA AGENT

Know who's ready to buy. Show up prepared.

Data agent surfaces accounts showing buying signals and tracks the business triggers your team cares about. It pulls research from your calls, emails, and deal history, writing it directly to the CRM record.

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Better data. Better results.

  • 10x

    faster to research a prospect or prep for a call

  • 5 million

    research and insight tasks automated

  • 74%

    more meetings booked by customers using buyer intent

Define what matters. Data agent handles the rest.

data agent sui: reach buyers when they're ready
data agent sui showing signal tracking
data agent sui showing smart properties

Define what matters. Data agent handles the rest.

Focus your team on the accounts most likely to close. Market segments (beta) define your ideal customer. Buyer intent tracks 40+ live signals like website visits and category research, flags the ones worth acting on, and adds new companies that aren't in your CRM.

Catch the buying signals your business cares about. Custom signals let your team define account triggers like a funding round, a new office opening, or a product launch announcement. Every match is logged on the record with the reason, and can kick off a workflow or notification, so your team responds before the moment passes.

Ask smart properties a business question about any account: what came up on the last call, what's changed in the last 30 days, who's been most engaged? It pulls the answer from your transcripts, emails, meetings, and the web, and writes it directly to the record. Set your refresh cadence, and smart properties updates the answer on your schedule.

TRUSTED BY 306,000 CUSTOMERS WORLDWIDE

See data agent in action.

Pay when your CRM is updated.

Data agent is available to Starter, Professional, and Enterprise edition customers and runs on HubSpot Credits.

See pricing

Smart properties

$0.10

per answer

Buyer intent

$0.10

per company/month

Custom signals

$0.50

per company/month

Market segments (beta)

$0.10

per company

How real teams are using data agent.

Explore more customer stories.
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Enterprise

Ironmark turned scattered data into conversations that close.

“At Ironmark, we use data agent to make sense of the chaos. Our CRM used to be overflowing with data that didn’t reflect how our business actually runs. Data agent pulls all that scattered information together into smart properties that finally make sense and add value to our conversations. What I love most is that it does not add more data or overwhelm the team, but instead focuses on making what we already have truly usable.”

Truth Gordon

Sales Operations Analyst

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Mid-market

SnapFulfil found three times more buying signals with HubSpot.

"After comparing our current website tracking tool (a leader in the space) with HubSpot's new buyer intent feature over 14 days, the results were clear: HubSpot showed three times as many companies that had visited our website than our current tool. I can confidently say that HubSpot's buyer intent feature is among the best visitor tracking solutions available."

Katie McCauley

Senior Manager, Marketing

AI that's easy to use and easy to trust.

HubSpot’s AI runs on a secure infrastructure, giving you full visibility into how your data is used and the controls to manage it.

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You control what AI can access.

Third-party AI providers are contractually prohibited from training their models on your data — and you can control what they have access to.

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No surprises. Full transparency.

HubSpot publishes model cards that explain how its AI features work, what data they use, and what safeguards are in place — so your security team can review and verify. Visit HubSpot's AI Trust Center.

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Built on enterprise-grade security.

Your data is protected wherever it lives. HubSpot enforces least-privilege access controls, encryption, logging, and monitoring. We validate our safeguards through regular penetration testing, vulnerability scans, and independent security audits such as SOC 2 Type 2.

Learn more about data agent.

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Identify buyer intent.

See which companies are visiting your site, researching what you sell, and showing real buying signals, so your reps know whom to focus on first.
Read the use case page
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Create custom signals.

Define the buying signals that matter to your business, and let HubSpot track every match. 
Read the article
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Automatically populate records with smart properties.

Get the full picture about each account with insights pulled from your sources and the web, written directly in your CRM records.
Read the article

Your AI tools, built to work together.

See more of HubSpot’s AI tools that are built into your CRM.

  • ''

    Breeze Assistant

    Get fast answers grounded in your CRM data, where you're working in HubSpot.

    See more
  • ''

    Customer agent

    Handle customer questions, 24/7.
    See more
  • ''

    Prospecting agent

    Find the right contacts, build your pipeline, and send personalized outreach.
    See more
  • ''

    Agent builder

    Build agents around your workflows, your data, and your team — no coding required.
    See more

Frequently asked questions

Get answers to frequently asked questions about data agent.

Data agent keeps your CRM current by tracking the signals that matter to your business and pulling research directly to the record. It monitors 40+ live intent signals, lets your team define custom account triggers, and answers research questions about any account from your calls, emails, meetings, and the web. Every answer writes to the record, so no manual upkeep required. Data agent is part of Agent Hub, HubSpot's home for every agent running your go-to-market.

Data agent is available to all HubSpot customers, Starter edition and above. It runs on HubSpot Credits. Some subscriptions include monthly credits; more can be purchased as needed. Visit our pricing page for full details.

Data agent is available in all HubSpot-supported languages.

With a standalone AI tool like ChatGPT, you're copying and pasting one record at a time into a separate environment with no context about your customers or CRM data. Data agent runs research across your entire CRM, drawing from the contacts, calls, and deal history already in HubSpot — no connector to build or maintain. And because each answer cites exactly where it was pulled from, whether that's a call transcript, an email, or a note, your entire team is working from the same information on every account.

Smart properties help answer any custom business question about the accounts and contacts already in your CRM — using your existing HubSpot data, call transcripts, emails, meetings, and the web. Here’s a list of potential questions you could ask data agent:

  • What products and services does a company offer?

  • Does their product or service require a sales team?

  • Does this company have a European headquarters?

  • Has my sales team spoken to this person about XYZ yet?

  • Has their CEO made any recent media appearances? 

  • Which customers are listed as happy in their case studies?

Data agent supports Loop Marketing — HubSpot's four-stage playbook for AI-driven customer journeys — primarily in two ways: during the Express stage by helping you define your ideal customer profile through data analysis, and in the Evolve stage by providing insights for continuous campaign optimization without requiring manual data mining.

Data agent pulls answers for each record with information already in your CRM, like call transcripts, emails, and meeting notes, along with the web to build richer context for each company. Teams see what actually happened in past conversations, not just firmographic basics. That relationship context is what makes outreach feel specific to the person receiving it.

No. Data agent works with the accounts and contacts already in your CRM. Buyer intent can surface net-new companies showing active buying signals, but your team reviews and decides whether to add them. Data agent does not automatically import or source new records.

Keep your data current and your team confident.

Data agent keeps records current, so your team is ready to act.

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