THE CHALLENGE?
Contacts are missing key details like job titles and LinkedIn profiles, while company records lack industry or size information. This makes it impossible to effectively segment your audience, personalise your outreach, or accurately report on your efforts. You’re forced to either manually research every single lead - a huge time drain, or launch campaigns with blind spots, leading to poor results and frustrated teams.
THE SOLUTION?
HubSpot recently rolled out a powerful, free data enrichment tool. It’s a game-changer that automates the tedious task of cleaning and enriching your database. This hack shows you how to use it to:
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Scan for Gaps: A quick scan reveals exactly where your data is weakest. Here you can see what HubSpot properties can be enriched https://knowledge.hubspot.com/records/enrich-your-contact-and-company-data
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Enrich in Bulk: Load an active list now known as Segment and let the tool automatically fill in missing contact and company properties. You can choose to either overwrite existing data or only add net-new information.
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Boost Your Database: The tool adds valuable details like job titles, company size, industry and social media links, giving your sales and marketing teams the context they need to succeed.
HOW TO IMPLEMENT IT (Step-by-step):
1. Navigate to Data Management and select Data Enrichment.
2. Click Scan for enrichment gaps to get a quick overview of your database’s enrichment potential.
3. Go down to Available Enrichment, select an existing list ‘Segment’, and choose your enrichment settings (e.g., whether to overwrite data or not). For this example I used contacts added or with activity the past year. 
4. Press “Enrich segment” and watch your database get smarter, automatically. Below you can see in orange what types of properties will be enriched.
This isn't just a simple feature; it's a strategic move to boost revenue and efficiency. Here’s how your team, boss, or leadership all benefit:
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The Team: You're giving them a secret weapon - a way to eliminate manual data entry, allowing them to focus on what they do best: building relationships and closing deals. You may also be able to save on third party data enrichment tools.
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Your Boss: This hack is about improving core business metrics. Showcase how enriched data leads to a higher return on investment (ROI) by enabling more accurate lead scoring, better segmentation for targeted campaigns, and higher conversion rates. Use a list ‘segment’ membership performance view to show the increase in filled-out properties or the impact on a campaign's success.
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The Leadership Team: This is about operational excellence - this is a solution that addresses a fundamental business challenge - poor data quality - with a free, built-in HubSpot tool. It's a low-cost, high-impact solution that improves the entire sales and marketing loop and demonstrates the value of leveraging your existing tech stack. This proactive approach shows you're not just a HubSpot user, but an innovator.
NOTE: This is still a new tool so post enrichment metrics are limited. We recommend using an active list ‘Segment’ and sorting by last modified date to the date of enrichment to get a pareto gut feel for the volume of record enriched.
By Carl Griffiths
