What Types of Data Enrichment Are Available in HubSpot?

In the age of personalized marketing and sales automation, having complete and accurate customer data is no longer optional. HubSpot offers a variety of data enrichment capabilities that empower businesses to enhance the quality of their Marketing and Sales data and drive smarter engagement. Here’s a look at the main types of data enrichment available within the HubSpot ecosystem:

1. Default HubSpot Insights

When you add a new company record using a company domain, HubSpot automatically enriches the profile with publicly available data including:

• Company name

• Industry

• Number of employees

• Revenue estimates

• Headquarters address

• Social media profiles

This built-in feature uses HubSpot’s proprietary database and saves time while improving targeting accuracy.

2. Third-Party Integrations

HubSpot integrates with several leading data enrichment providers, including:

• Clearbit: Automatically enriches contact and company records with firmographic and demographic data such as job titles, seniority, technologies used, and more.

• ZoomInfo: Provides B2B contact data for prospecting and account-based marketing strategies.

• Leadspace, Datanyze, and Cognism: These platforms also sync with HubSpot to offer detailed buyer insights.

3. Custom Enrichment via Workflows

You can create workflows that automatically fill in or update contact fields using:

• Form submissions

• Internal logic (e.g., IF/THEN branches)

• Webhooks or custom-coded actions

This is especially powerful when used in conjunction with your own datasets or third-party APIs.

4. Email and Social Media Activity

HubSpot tracks engagement history (opens, clicks, replies) and can enrich contact records with inferred behavioral data. This helps score leads and personalize outreach based on real-time interactions.

5. Custom API-Based Enrichment

For more advanced use cases, businesses can build middleware that pulls enrichment data from any external source (e.g., LinkedIn, Crunchbase, internal ERP/CRM) and pushes it into HubSpot via the API. This enables fully tailored enrichment workflows, especially in niche industries.

Why It Matters
Better data means more effective segmentation, improved lead scoring, and personalized customer journeys. With HubSpot’s robust enrichment options, your team can spend less time chasing down contact info—and more time closing deals.