Get started with data enrichment

With data enrichment, keep contact and company records up-to-date with complete information. This article outlines the key features of enrichment, how the tools work, and how you can use enrichment in your HubSpot account. Enrichment data is provided by HubSpot's commercial dataset.

Learn more about using Breeze, HubSpot's AI.

Before you get started

Before you begin working with this feature, make sure to fully understand what steps should be taken ahead of time, as well as the limitations of the feature and potential consequences of using it.

Understand limitations & considerations

• Users in an account with a HubSpot Starter, Professional, or Enterprise subscription won't consume HubSpot Credits when using data enrichment.
• Buyer intent is available to HubSpot accounts with a Starter, Professional, or Enterprise subscription, except Revenue Hub. The buyer intent tool will consume HubSpot Credits.
• Smart properties are available to HubSpot accounts with a Starter, Professional, or Enterprise subscription, except Revenue Hub. Smart properties will consume HubSpot Credits.

Enrichment options

To get started using data enrichment, you can configure your settings to choose how records are enriched. The settings can be configured differently for contacts or companies and can all be turned on at the same time.

• Automatic enrichment: new records are automatically enriched.
• Continuous enrichment: existing records are updated monthly as new data becomes available. With this option, your data is automatically refreshed without using credits.

For example, you're a Super Admin in an account getting started with data enrichment. You want to start enriching records through the CRM and some connected apps. You can toggle on automatic and continuous enrichment. This setup ensures newly created records are enriched and enriched monthly when new data becomes available. Learn more about turning on enrichment settings and manual enrichment.

Enrich records

To view the contact and company data that can be enriched, refer to this list of properties. Once your enrichment settings are configured, enrich records in the methods listed below:

• Individual record enrichment: enrich an individual contact or company while viewing a record. When enriching a single record, you can choose the properties you'd like to enrich. Learn how to enrich individual records.
• Bulk enrichment: enrich multiple contacts and companies from an object index page or an import. When enriching in bulk, all eligible properties will be enriched for the selected records. Learn how to enrich multiple records.
• Intelligence tab: enrich an individual company or contact record from the Intelligence tab. When enriching on the Intelligence tab, you can choose which properties to enrich, but you can also access website visitor activity and company qualification information. Learn how to use the Intelligence tab.

Please note: prior to enriching records, it's recommended to test record eligibility for enrichment.

Use enriched data in HubSpot tools

The following are some examples of how you can use enriched data in your HubSpot account:

• Evaluate buyer intent: the buyer intent tool shows you which companies are visiting your website. This will help you identify which companies to focus on. 
• Shorten forms: with form shortening, when a visitor fills out a form, HubSpot checks the enrichment dataset for existing data and only displays the fields that can’t be enriched.
• Improve lead scoring: prioritize high-potential prospects with complete and accurate profiles.
• Build targeted marketing campaigns: use enriched fields like Job title, Industry, and Company size to segment your audience effectively.
• Personalize customer interactions: use enriched data to more reliably populate personalization tokens in emails, messages, pages, etc.
• Refine workflows: use enriched data to trigger workflow enrollment.

Legal compliance

To learn more about how data enrichment complies with global data protection laws:

1. Navigate to the HubSpot Trust Center.
2. Click Data Privacy FAQ.
3. Click view View or download Download.
4. Navigate to the HubSpot’s Enrichment Features section.

Please note: while these features live in HubSpot, your own legal team is the best resource to give you compliance advice tailored to your specific situation.

Frequently asked questions

Review common questions and answers related to data enrichment.

How does HubSpot source data for the enrichment commercial dataset?

HubSpot builds its contact and company datasets from a mix of data sources: third-party providers, publicly available information from across the web, HubSpot’s opt-in commercial dataset, and email engagement signals from the HubSpot platform.

Does HubSpot use AI to enrich the data?

HubSpot’s large language models and AI extract, normalize, and categorize data we collect to create up-to-date company and buyer profiles. HubSpot’s models may also help HubSpot identify stale or invalid contact data. Humans verify the accuracy of the AI models and improve them over time. For more information about HubSpot AI models and how we train models, see the AI Trust FAQs.

What data does HubSpot collect and save from accounts that use enrichment features?

HubSpot collects and saves the following data points to our commercial dataset to power our enrichment features:

• Buyer Intent: HubSpot uses website visit signals from the HubSpot Tracking Code installed on customer websites. HubSpot collects company domain, online identifiers (visitor ID, IP addresses), timestamp of the website visit, and URL page path for the website visit. These signals help identify which companies are visiting a customer’s website and whether they are showing intent.
• Contact Enrichment: when customers use contact enrichment features, HubSpot collects name, work email, job title, company, role, seniority, business location, and professional profile URL about contacts. HubSpot may also use enrichment metadata, like whether a record was enriched or opted out.
• Company Enrichment: when customers use company enrichment, HubSpot collects company-level information such as domain, company name, industry, location, employee count, company size, revenue, description, and related company profile details.
• Email Engagement Data: HubSpot may also use email quality signals from the platform, such as whether a work email appears delivered, bounced, opened, or clicked, to help assess whether an email address in our commercial dataset is likely valid. These signals are used for data quality and deliverability checks.

Which enrichment features does HubSpot ingest data from?

HubSpot will use data collected from accounts that use the following enrichment features:

• Contact Enrichment
• Company Enrichment
• Buyer Intent, powered by the HubSpot Tracking Code

How will HubSpot use data we collect from accounts via data enrichment?

HubSpot will add the data points listed above to HubSpot's commercial dataset and use it to enrich or otherwise supplement the data sets of other customers. HubSpot will also use the data points listed above to provide, maintain, and develop HubSpot's enrichment features and the Subscription Services. Learn more about the Product Specific Terms that apply to enrichment.

How's the quality and accuracy of enrichment data verified?

Enriched data is dynamically weighed and scored against its data sources to choose the most reliable data for each property. 

When a company or contact record is created, data undergoes a series of checks to verify accuracy and freshness regularly. A human quality assurance team of specialists will also review the data for consistency and accuracy.

Will my data be overwritten?

No. Existing data is kept unless you choose to overwrite it during manual enrichment. 

Are there any restrictions or limitations on what I can or can't do with enriched data?

When using enriched data, you must comply with HubSpot’s Terms of Service, which include obligations to comply with all laws and regulations that apply to your use of the enriched data. Such obligations include providing notices and opt-out mechanisms and collecting consents and permissions to collect, use, and share with HubSpot personal data.

What happens to my CRM records if a contact requests removal from the commercial dataset?

If a contact in your CRM reached out to HubSpot and requested that HubSpot delete their data from the commercial dataset, that CRM contact will have a property label enrichment opt out. Super Admins will also receive a notification. Learn more about enrichment opt-out notices or how to manage data requests.