Get started with data enrichment

With data enrichment, you can keep contact and company records up-to-date with complete information. This article will provide the key features of enrichment, how the tools work, and how you can use enrichment in your HubSpot account.

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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 requirements

• To enrich contact or company records, a user must have Super Admin permission or Enrich record permission. 

Understand limitations & considerations

• Users assigned a Core Seat in an account with a HubSpot Smart CRM 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 Commerce Hub. The buyer intent tool will consume HubSpot Credits.
• Smart properties are available to HubSpot accounts with a Starter, Professional, or Enterprise subscription, except Commerce 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

Once your enrichment settings are configured, Super Admins or users with Enrich records permissions can enrich records in the ways listed below. To view the contact and company data that can be enriched, refer to this list of properties.

• 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 Products 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?

Enrichment combines data from public sources, third-party vendors, and from across the internet to create the most comprehensive, enriched profile for contacts and companies in your account.

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. Then, 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?

HubSpot collects and saves different data types from accounts for buyer intent, data enrichment, and form shortening. HubSpot collects and saves the following data points:

• Buyer Intent: Company domain, online identifiers (including VIDs and IP addresses), timestamp of the website visit, and URL path for the visit. See here for more information about the HubSpot tracking code and the data HubSpot collects.
• Contact Enrichment: business email addresses you've submitted to HubSpot for enrichment.
• Company Enrichment: company domain names you've submitted to HubSpot for enrichment.
• Form Shortening: HubSpot doesn't collect or save data from your use of form shortening. 

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

HubSpot will use the data points listed above to both provide enrichment product features and improve products and services, including enhancing the commercial dataset. HubSpot may use enrichment data as confirming signals to verify information in the commercial dataset. 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, or users assigned to handle data subject requests, will also receive a notification. Learn how to manage data requests.

Users can keep enriched data if they’ve set up their own separate, independent legal basis for keeping such data (e.g., you received data about the contact during your direct interactions with them). Otherwise, such information should be deleted from the CRM.