Data Enrichment in Hubspot

In HubSpot, data enrichment takes two primary forms: new information enrichment using Breeze Intelligence, and format standardization using HubSpot workflows. Each approach serves a distinct purpose in maintaining a high-quality database.

Breeze Intelligence

Breeze Intelligence is a wide encompassing tool with many useful features, one of which is data enrichment. This powerful feature can source and fill in information about your partially completed companies and contacts, keeping your database as complete as possible.

How Breeze Intelligence Works

Breeze Intelligence allows for automated enrichment of both contacts and companies in your HubSpot database. The system works by matching your existing records against HubSpot's extensive databases to find and append missing information. All enrichment data is sourced directly from HubSpot's proprietary databases, ensuring reliability and accuracy.

The tool specifically targets enriched records—those that already exist in your HubSpot account but are missing key information such as job titles, company details, phone numbers, or other contact information. Rather than creating new records, Breeze Intelligence focuses on completing the data you already have.

Credit-Based Pricing System

Breeze Intelligence operates on a credit-based pricing model. Each HubSpot account comes with a set number of credits by default, and additional credits can be purchased as needed. Every time you enrich a record using Breeze Intelligence, it consumes credits from your account balance.

You can monitor your credit usage through your HubSpot account settings and purchase additional credits when necessary to continue enriching your database.

Enrichment Capabilities

Breeze Intelligence can enrich both companies and contacts, providing a comprehensive approach to database completion. For contacts, the tool can fill in details such as job titles, phone numbers, social media profiles, and other professional information. For companies, it can provide industry classifications, company size, revenue data, and other firmographic details that are crucial for effective B2B marketing and sales efforts.

HubSpot Workflows for Data Standardization

While Breeze Intelligence focuses on adding new information, HubSpot workflows address the equally important task of standardizing and formatting existing data. Operations Hub allows you to set up sophisticated workflows that automatically detect and correct formatting inconsistencies across your database.

Automated Format Correction

HubSpot workflows excel at identifying and correcting common data formatting issues. These include inconsistencies in state and region formatting, name capitalization problems, phone number formats, and other standardization challenges that can impact data quality and reporting accuracy.

For example, a workflow can automatically standardize state abbreviations (ex. converting "California" to "CA"), ensure consistent name capitalization (ex. changing "john smith" to "John Smith"), or format phone numbers according to your preferred style.

Smart Enrollment Criteria

One of the key advantages of using workflows for data standardization is the ability to set up intelligent enrollment criteria. Workflows can be configured to detect specific formatting errors and only process records that actually need reformatting. 

Best Practices for Data Enrichment

To maximize the effectiveness of your data enrichment efforts in HubSpot, consider implementing both Breeze Intelligence and standardization workflows as complementary strategies. Use Breeze Intelligence to fill information gaps and workflows to maintain consistent formatting standards.

Regular monitoring of your credit usage and workflow performance will help you optimize your enrichment processes. Additionally, establishing clear data quality standards for your team will ensure that newly created records maintain the same high standards as your enriched data.

Take Your HubSpot Data Enrichment to the Next Level

Data enrichment in HubSpot offers powerful opportunities to improve your marketing and sales effectiveness, but implementing and optimizing these tools requires expertise and strategic planning.

Need help taking full advantage of data enrichment in HubSpot? Contact FMK Agency today. Our HubSpot specialists can help you set up Breeze Intelligence, create custom workflows for data standardization, and develop a comprehensive data quality strategy that drives real business results.