Logo - Full (Color)

Data Enrichment

Enrich company and contact records with the information you need to convert your best leads into customers.

Get a demo

  • Keep contact and company records complete and current with automatic CRM enrichment

  • Eliminate manual work with data enrichment when someone submits a form, and automated lead scoring

  • Connect with prospects via personalized emails, shortened forms for returning visitors, and dynamic landing pages

Qualify leads faster with up-to-date data.

Manual data entry and guesswork slow teams down. HubSpot ensures you have the most up-to-date data about your leads. It's easy to add firmographic and technographic information and attributes — like industry, annual revenue, number of employees, the tools they use, job title, employer, address, social media pages, and more — to HubSpot’s Smart CRM to qualify and prioritize leads faster.

  1. Personalize outreach to prospects with tailored, perfectly timed emails.

    Outreach without personalization is more likely to be ignored. HubSpot’s data enrichment gives you context like industry, company size, and social media activity built into every contact and company record. This helps your team create messaging that resonates with prospects — closing deals faster and driving upsells without adding work.

  2. Qualify and route leads using enriched data.

    HubSpot’s Smart CRM enriches data on an ongoing basis, making it easy for your team to know exactly who to talk to and when. It continuously pulls from third-party data sources to keep company and contact records current, with no manual updates needed. HubSpot then flags the leads that are likely to convert for immediate follow-up, so your sales and marketing teams know where to focus their time.

  3. Convert form submissions into qualified opportunities, fast.

    Get the information you need to quickly qualify leads and improve your outreach. After a prospect submits a short form with just their name and email, HubSpot automatically adds context like the tools they use, funding levels, and company location to send you relevant alerts. Use this data to reach out to a prospect when they're most ready to buy.

  4. Keep your data accurate with global coverage.

    Stale, incomplete data can make it hard to connect with your audience. HubSpot prioritizes accuracy over volume, only publishing data that meets high internal standards. Over 100 million company domains and 380 million email addresses are indexed in our database, sourced from public info, third parties, and the web. Data is continuously refreshed and verified, giving you accurate and up-to-date customer information.

Have questions? Give us a call and we'll walk you through it.

+1 857-829-5060

When we hand off prospects to sales, we're able to provide better intelligence to them using HubSpot's buyer intent features. Things like industry, company size, this is information we didn't have access to before. It's something I plan to incorporate in the hand-off process and I could see it eventually affecting how we score prospects.

Ron Kinkade

Head of Marketing

Phocas Software

Phocas logo

Frequently Asked Questions

Data enrichment is the process of adding relevant details to existing data to make them more useful for business insights and decisions.

B2B company data enrichment includes fields such as:

  • The countries the business operates in
  • The annual revenue range of the company
  • Employee count range of the company
  • Company keyword tags generated with AI which can be used to categorize or filter companies
Customer data enrichment includes fields such as:
  • Job categorization of an employee based on role
  • Their LinkedIn profile URL

Marketing data enrichment includes fields such as:

  • The company’s social media accounts (Facebook, LinkedIn, and X).

CRM data enrichment includes fields such as:

  • The company the person works for and the website domain name
  • The location of the contact by city, state, and country
  • The contact’s zip code and time zone based on their location

Lead data enrichment can include fields such as:

  • The lead’s time zone
  • The company behind an IP address
  • The series of website page URLs and timestamp of the pages that were visited on your website

If your business is struggling to improve lead quality or quantity, data enrichment can help.

For example, marketing teams can automatically enrich new form submissions with data such as company size, industry, and revenue to instantly qualify leads and route them to the right nurture track without manual research.

Sales teams can walk into a call with complete company context already in the CRM, like employee count, technology stack, and location, so they can personalize their pitch without spending time hunting down basic information beforehand.

Multiple teams across your business can benefit from data enrichment, and it helps people collaborate more effectively and efficiently.

HubSpot's data enrichment prioritizes accuracy over quantity by only publishing data that meets high internal standards — continuously reviewed and refreshed through dynamic quality scoring and human QA.

With over 100 million company domains and 380 million email addresses indexed, our international data coverage was on par with our US coverage, according to our internal analysis.

HubSpot’s data enrichment happens in real-time, typically within seconds, but may take a few minutes for larger data sets to complete. 

During enrichment, values of mapped fields can be automatically overwritten, kept as is, or left blank, giving you total control over your data.

HubSpot has implemented processes to be transparent around how we process personal data and provide individuals whose data is in our commercial database with easy mechanisms to exercise their data protection rights.

For example, HubSpot provides individuals in Europe a notice when we've collected their data to enhance our commercial database. Individuals in the U.S. may also opt out of the sale of their data, which they can exercise by navigating to the "Your Privacy Choices" footer link at the bottom of our U.S. websites.

Lastly, HubSpot makes it easy for our customers to delete enriched data in their CRM when we receive a contact's request to delete or opt out of a sale of data. 

Note, however, that customers are ultimately responsible for ensuring their own compliance when using enrichment data and should seek guidance from their legal counsel.

Data enrichment is included in all paid plans with HubSpot’s Smart CRM — no additional cost, no extra tools, and no integrations needed. See the pricing page for more.