Let HubSpot data enrichment fill in the blanks on your contacts and companies
HubSpot can look up a contact's job title, or a company's industry and size, from just a name, a work email or a website. It used to be sold as Breeze Intelligence. We turn it on without wiping out good data or filling your CRM with records you'll never call.
Free, 30 minutes, and you'll leave with at least one clear next step.
- Hub
- Marketing, Sales, Service, Data or Content Hub
- Plan needed
- Starter and up (Smart CRM and Revenue Hub: Professional and up)
- Status
- Generally available
Does not use HubSpot credits
What enrichment can and can't tell you
What enrichment fills in
- Contact details like job title, found from a name and work email
- Company details like industry and company size, found from a website domain
- Updates each month when continuous enrichment is on and new data shows up
- Form fields a visitor no longer has to type, once they enter a work email
What it won't know
- Whether a company already uses a product or service like yours
- Who makes the buying decision this year
- What a customer has bought from you
- Much about a small local business with little online presence
How does HubSpot data enrichment work?
When someone fills out a form or a rep adds a record, HubSpot often knows little more than a name and an email. Enrichment looks up that person and their company in HubSpot's own data, data from outside providers and the public web. Then it fills in fields on the record, such as job title, industry and company size.
Standard enrichment doesn't use HubSpot credits, so the cost question mostly goes away. The bigger question is whether the data is right for your market. The AI-filled "smart properties" from the Data Agent are a separate feature, and those do use credits.
HubSpot keeps the values already on a record by default. It only overwrites them if you choose to during manual enrichment, or turn on its setting to overwrite incorrect enrichment values.
Ways to run enrichment
- Automatic enrichment, which is off until you turn it on
- Continuous enrichment, which checks records monthly and updates them when new data appears
- Manual enrichment of a single record
- Bulk enrichment of a whole list at once, such as an event list
- The Intelligence tab on a record, for a quick look before a call
What is form shortening?
Form shortening uses the same data to make your forms shorter. A visitor types their work email, and HubSpot hides the fields it can fill in itself, such as company name or industry. Fewer fields usually means more people finish the form.
It has limits. It only works with HubSpot's updated form editor, so older forms have to be rebuilt first. It doesn't work with conditional logic, where a form changes based on earlier answers. Redirects that rely on enriched fields aren't supported either. It doesn't use credits.
What to check before you turn it on
Turning enrichment on takes a click. Cleaning up after a bad setup takes much longer. We check these first.
Rules that read the fields it fills
If lists, lead scores or lead routing depend on a field enrichment will fill, records can suddenly move between lists or owners. We check every rule that reads those fields before turning it on.
Your industry picklist
Enrichment uses its own industry labels. If your team uses its own list, like "partner" or "enterprise," you'll want a mapping so the two don't clash.
Your forms
Form shortening needs the updated form editor and no conditional logic. Older or complex forms may need to be rebuilt.
Personal email addresses
Contact enrichment works from a work email. Small businesses and solo buyers often use personal addresses, so expect lower match rates in those segments.
How we turn enrichment on safely
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Test a sample
We enrich a sample of your contacts and companies by hand and check the results with your sales team. Are the job titles and industries right for your market? You see the quality before you commit.
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Decide which fields to fill
We pick the fields worth enriching and the ones to leave alone, such as fields your reps keep up themselves. We set the overwrite options with you.
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Map to your own labels
Where your team uses its own dropdown lists, we add workflows that turn enriched values into your labels, so reports and routing keep working.
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Turn on automatic and continuous enrichment
Once the sample checks out, we switch on automatic enrichment for new records and continuous enrichment for updates, then watch the first batches.
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Shorten the forms that matter
We move your main forms to the updated editor where needed and turn on form shortening for the ones that get the most traffic.
Examples by industry
Enrichment helps most where leads come in with little more than a name and email. A few examples, with more on our industry pages.
Manufacturers
Product inquiries come in with just a name and email. Enrichment adds company size and industry, so a rep can tell a large account from a student before calling.
ManufacturingContractors
Enrichment works well on larger firms. Match rates on small local businesses are lower, so we plan around that gap.
ConstructionOnline brands with a wholesale side
Wholesale inquiry forms get shorter, and buyers who use work emails get a company attached, so wholesale leads stand out.
EcommerceClean data comes before more data
Enrichment adds detail to the records you have. It doesn't merge duplicates or clear out dead leads. When we audited one client's HubSpot account, the first win was a pile of uncalled leads, all back with the sales team in just over 45 days. Cleanup like that is what makes enrichment worth turning on.
When you need answers enrichment can't give
Enrichment fills standard fields. If you need to know something specific to your business, such as whether a company already uses a tool like yours or how many locations it runs, look at the Data Agent, which researches each account and writes answers into fields you define.
When the answer lives in your own documents or systems, like past purchases in your billing or order system or details buried in an emailed request, that's custom AI workflow work. We build it so the results land in HubSpot next to the enriched data.
Data enrichment questions
Does HubSpot data enrichment cost credits?
No. HubSpot says data enrichment doesn't use HubSpot credits, and form shortening doesn't either. Smart properties filled by the Data Agent are different. Those do use credits.
What happened to Breeze Intelligence?
HubSpot's help pages now describe its features separately, as data enrichment, buyer intent and form shortening, inside the Smart CRM. The features are still there under those names.
Can we enrich a whole event or purchased list at once?
Yes. Bulk enrichment works on a list or view, so a half-empty event list can get company names, industries and job titles in one pass. Expect gaps where people used personal email addresses.
Will enrichment overwrite data my team entered?
Not by default. HubSpot keeps existing values unless you choose to overwrite them during manual enrichment, or turn on the setting that overwrites incorrect enrichment values. We decide those settings with you field by field.
Is automatic enrichment on by default?
No. Automatic enrichment is off until an admin turns it on. We recommend testing a sample first so you can judge the quality for your market.
Why doesn't form shortening work on some of our forms?
It only works with HubSpot's updated form editor. Older forms, forms with conditional logic and redirects based on enriched fields aren't supported. Those forms need to be rebuilt or left as they are.
Why do some contacts never get enriched?
Usually because they signed up with a personal email address, or work for a small local firm with little online presence. Larger companies with a clear website match much better. That's why we test a sample of your own records first.
Related
See how well enrichment matches your market
We'll look at a sample of your contact and company records together and tell you whether enrichment will help, and what to fix first. Push Analytics is a HubSpot Platinum Solutions Partner.