HubSpot's prospects tool helps identify companies visiting your website based on corporate IP addresses.
When someone visits your website, HubSpot's tracking code is able to look up the IP address of the computer from which they are visiting. HubSpot can then look up that IP address to see if it matches the IP addresses of known company.
How does HubSpot know the IP address for a given company?
HubSpot maintains a proprietary database of company IP addresses.
Why is another IP tracking tool showing me different results?
Every company maintains their own propriety list of companies and IP addresses. HubSpot's propriety list is quite extensive, but other companies might have access to data that HubSpot doesn't and HubSpot might have access to data other companies don't.
Does every company have an IP address?
No, small companies typically don't have their own IP address - they often use the same internet service providers (ISPs) that a lot of people use at home like Comcast, Cox, Verizon, etc. In those cases, it's impossible to know if one of those companies is visiting your site.
What about mobile visits?
If a mobile visit comes from a corporate IP address, HubSpot will be able to look up the company. If it comes from a mobile network like Verizon, AT&T, etc, there's no way to identify the company.
What about companies from outside the US?
Admittedly, HubSpot's data is better for companies inside the United States and North America. HubSpot is not intentionally trying to be US-centric, but it's easier to get data for the US than any other country.
How does data get updated on company records from HubSpot insights?
You can expect company information to refresh every few months or so if new data is available for that company, but HubSpot will not overwrite any information you or your team has added to the CRM. If the company domain is added later, expect data to populate in when it becomes available (which may not be immediately.)