How to use Data Enrichment in HubSpot

How to Enrich Contacts' Data in HubSpot

As a digital marketer, you're likely inundated with incoming leads from various gated content campaigns and digital channels. While having a healthy pipeline of potential customers is a good problem to have, the challenge lies in efficiently qualifying and nurturing these leads to uncover your most valuable opportunities.

For that, I use HubSpot's data enrichment tool and the power of HubSpot Credits - a very good solution for HubSpot users that can transform your lead management process.

Ok, but how do I use Data Enrichment in HubSpot to enrich my contacts' data?

Automatically enrich new records in HubSpot

Starting September 2025, users with a Core Seat in a HubSpot Smart CRM account will be able to enrich company and contact records without consuming HubSpot Credits.

This functionality, included in all paid portals with a Starter plan or higher, allows users to automatically, manually, or in bulk enrich records—keeping data up to date, improving segmentation, speeding up routing, and reducing manual work.

As part of this move, data enrichment is now part of the HubSpot Smart CRM. The “Breeze Intelligence” name will be retired and all enrichment functionality will be simply referred to as data enrichment within HubSpot.

How to configure your data enrichment settings in HubSpot:

1. In your HubSpot account, click the settings icon in the top navigation bar.
2. In the left sidebar menu, in the Data Management section, click Data Enrichment. 
3. In the Settings tab, configure the enrichment settings for your companies or contacts:

• Automatically enrich new records: automatically enrich any newly created records. Records are created through channels such as form submissions, integrations, or manual entry. Records will be enriched per the requirements detailed here. 
  
  
• Continuously enrich existing records: automatically update previously enriched records monthly when new data becomes available.
  
  
• Automatically enrich recently engaged contacts and companies: automatically enrich the records your team engages with. Engagements include: one-to-one emails, meeting bookings, and activities that update the Last engagement date property.
  
  
• Opt out of free company name enrichment: HubSpot will not set the default Company name property when new company records are created.

How to use the Data Enrichment action in a HubSpot workflow in 3 steps:

If you prefer not to apply these general settings to enrich all new contacts in your portal, you can instead use Data Enrichment as a manual action:

1. Create a workflow

2. Choose your trigger (Lists/Form submission...) - Ex: a form submission of one of your available eBooks for download.

3. Add the action CRM-> Enrich record

Now, all the records that have activated the trigger will have their data enriched.

Using HubSpot Credits to enrich data with Data Agent

After the HubSpot Fall Spotlight, you now have even more AI-powered actions available within the platform. Most of the new features and new agents are currently in Beta. To have them available, navigate to Product Updates and request access.

When creating a workflow, you have an AI section when choosing your action. You can see smart actions like Research with Data Agent, enroll in Prospecting agent, research company news, and more.

In the topic of Data Enrichment, Data Agent is a great asset to explore how you can use HubSpot Credits to automatically insert prompts into a workflow. 

Data Agent is a new feature available for users with Data Hub Pro and Enterprise plans (previously known as Operations Hub), and its use requires HubSpot Credits. To get an overview of Data Agent, request access to its beta and navigate to Data Management > Data Agent.

The “Data Agent: Custom Prompt” action allows you to include a prompt directly in your workflow. You can also use tokens to make the information as specific and tailored as possible.

This information will be saved as a property in the record.

The “Data Agent: Research” action is designed to collect as much information as possible about a company. You can include user properties, text, and enumeration properties. The information can come from existing properties—helpful for summarizing data—or from previous interactions with the record mostly calls recorded in HubSpot.

The actions mentioned above were recently launched, so we will be testing them and sharing more insights about their results. They will likely receive further improvements and additional knowledge base articles. Note that all actions marked with the coins icon on the right will consume HubSpot Credits when used.

Nevertheless, this is an exciting glimpse into the direction the platform is heading, showcasing the many new features and integrations available to help us optimize our workflows and results.

The key to success lies in automating the enrichment process, leveraging the enriched data to qualify leads, and continuously refining your strategies to stay ahead of the curve. With HubSpot Credits in your arsenal, you'll be well on your way to building a more efficient, effective, and data-driven lead management system that drives tangible results for your business.

So, what are you waiting for? Start unlocking the power of HubSpot Credits and take your lead qualification process to new heights!