Get started with data enrichment

Use data enrichment to automatically populate property values and keep contact and company records up-to-date with complete information.

For example, if you're a Super Admin getting started with enriching contacts in your CRM, you can turn on automatic and continuous enrichment, or manually enrich records. Records are enriched when a user with the required permissions manually selects them, or when a Super Admin turns on automatic enrichment for new records. If continuous enrichment is on, previously enriched records are also kept up to date with the latest data from HubSpot.

This article outlines the key features of enrichment and how you can use enrichment in your HubSpot account. Enrichment data is powered by HubSpot's commercial dataset, third-party providers, and publicly available information from across the internet.

Before you get started

• Data enrichment does not 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.
• Before enriching records, it's recommended to test record eligibility for enrichment.

What is data enrichment

When you enrich contacts and companies, HubSpot uses limited business identifying information from the selected records to find verified business information across HubSpot’s commercial dataset, third-party providers, and publicly available information from across the internet. For contact enrichment, HubSpot uses first name, last name, and work email address. For company enrichment, HubSpot uses company domain. If matching information is found across multiple sources, HubSpot updates the corresponding properties in your CRM. Learn how data enrichment works in HubSpot.

Different ways to 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, you can enrich records using the following methods:

• Automatic enrichment: configure your settings to determine how contact and company records are continuously enriched in your HubSpot account.  Learn more about the different enrichment settings available.
  • Automatic enrichment settings are turned off by default for both contacts and companies, and a customer action is required to turn them on.

  • Enrichment settings must be configured for both contact and company records. 

• 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.

Using enriched data in other HubSpot tools

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

• 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, review the HubSpot’s Enrichment Products section on page 7 of the HubSpot Data Privacy FAQs.

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 uses multiple data sources to create enriched profiles for contacts and companies in your account. These sources include HubSpot’s commercial dataset, third-party data providers, and publicly available information from across the internet. When you use contact and company enrichment, HubSpot looks up business information to fill in your records. If we can verify the record against multiple data points across our commercial dataset or public and third-party sources, limited business contact data from that enrichment may also be contributed back to the commercial dataset, which helps keep records accurate across the platform. If you’re only using continuous enrichment, no data is added to HubSpot’s commercial dataset.

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

HubSpot collects and saves different data types from accounts for data enrichment and form shortening. No financial data, health data, government IDs or sensitive personal data, or data people don't share in a business context will be collected. HubSpot collects and saves the following data points:

• Contact Enrichment: first name, last name, and business email addresses submitted to HubSpot for enrichment.
• Company Enrichment: company domain names 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 collected from accounts via data enrichment?

When you use contact and company enrichment, HubSpot looks up business information to fill in your records. If we can verify the record against multiple points across our commercial dataset or public and third-party sources, limited business contact data from that enrichment may also be contributed back to the commercial dataset, which helps keep records accurate across the platform. If you’re only using continuous enrichment, no data is added to HubSpot’s 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, or the option to Overwrite incorrect enrichment values has been turned on in your enrichment settings. 

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

When using enriched data, you agree to 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.

How to turn off and opt out of data enrichment in my HubSpot account?

If you'd like to stop using data enrichment, you can turn off your data enrichment settings and data enrichment access permissions to prevent enrichment moving forward. If you've never used any data enrichment settings, the settings will be turned off by default.

Please note: turning off enrichment stops future enrichment activity but doesn't remove information that has already been added to your CRM. 

• Turn off automatic and continuous enrichment in your enrichment settings. This will prevent HubSpot from using enrichment to fill in or refresh records going forward. It also prevents your account from continuing to participate in HubSpot's commercial dataset through those enrichment features.
• Turn off Data enrichment access permissions for all users that you'd like to prevent from using enrichment. 

Please note: Super Admins can continue to manually enrich individual records. To stop using data enrichment completely, turn off all data enrichment settings and ensure that Super Admins no longer manually enrich records.

After enrichment is turned off, existing enriched properties remain in your CRM, HubSpot no longer automatically fills in missing information, and HubSpot no longer refreshes enriched properties.

How can individuals opt out of HubSpot's data enrichment commercial dataset?

Individuals can choose to stop sharing their personal data in HubSpot's commercial dataset via the following:

• Submit this Opt-Out Form to opt out of HubSpot's commercial dataset.
• Submit Privacy Request Form to make a request on your personal data, including access and deletion.

These requests apply only to an individual’s personal data. They don’t apply to your HubSpot account data or your organization’s data.

What happens to my CRM records if a contact reaches out to HubSpot to request 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:

• The 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.