Hubspot is a powerful tool for businesses eager to scale and grow. However, you can’t rely solely on basic data like names and email addresses if you want to fully tap into its potential.
That’s where data enrichment comes into play. It supercharges your Hubspot CRM data with extra bits of info so you can get a holistic view of contacts, leads and more. By weaving in details from various sources, you improve the quality of your database and gain invaluable insights and opportunities.
In this guide, we’ll break down everything you need to know about Hubspot data enrichment, the different types of data you can enrich and how to do it properly.
What Is Hubspot Data Enrichment?
Data enrichment breathes life into your CRM. It turns each contact and lead into a holistic profile rather than just a name on a list.
By adding extra layers of information – such as social media profiles, company details, job titles and interaction history – you gain a richer, more comprehensive understanding of who your contacts are and what they need.
But it’s more than just pulling in as much data as you can. It's about making that data work smarter for you in areas like personalized marketing campaigns, targeted sales emails, improved customer segmentation and enhanced customer service. Of course, the prerequisite here is starting with your goals.
Aligning Your Data Enrichment with Goals
Goals keep you focused on what really matters. They help you avoid getting lost in a sea of data by honing in on the specific information that will help you reach your objectives.
For example, if you want to boost lead conversion rates, you'll want to prioritize data points that give insight into leads most likely to convert.
Goals also give you a benchmark for success. By defining what you want to achieve, you'll know when you've hit the mark.
For instance, if your goal is to improve customer retention, you can track how well your data enrichment efforts are contributing to that goal over time.
Fortunately, Hubspot supports data enrichment with various built-in tools and integrations with external data providers. For example, the CRM has features like custom properties, tasks, activities and web forms that help in gathering and appending rich data directly within the system.
Similarly, it integrates with Findymail’s B2B contact information software.
As the most accurate source of verified B2B email addresses, Findymail improves your deliverability rates and strengthens your sender reputation, so your emails and communication always reach the right people.
Types of Data for Lead Information
When it comes to enriching your CRM with lead information, understanding the variety of data types available and identifying the right tools to gather this information is key to developing a robust lead generation strategy.
Here are different types of data you should consider for your Hubspot data enrichment plan:
Contact Information
Contact info is the cornerstone of any lead generation effort, including crucial details like email addresses, phone numbers and social media profiles. With the majority of B2B buyers preferring email for communication with salespeople and vendors, it’s a must – even if you don’t source leads through cold outreach.
At the same time, if your email address info isn’t fresh and accurate, your teams will be shouting into the wind or, even worse, getting bounce-backs that impair your sender reputation.
Use a tool like Findymail to get actionable, rich email data that finds verified email addresses for your teams and keeps them fresh in your Hubspot CRM, so you can reach out without stopping to check if your data got stale.
Demographic Data
Demographic data includes basic but vital information such as a lead's age, gender, job title and location. You can use it to segment your audience for more targeted marketing campaigns.
For example, demographic lead data can help tailor messaging that resonates with specific roles.
For instance, imagine you're targeting engineering firms for your project management tool. You can narrow down your focus to firms of a certain size, e.g., 50 employees. You can also hone in on specific industries within engineering, such as civil engineering or software development, tailoring your messaging to their unique needs.
Are you targeting project managers, engineering directors or CTOs? With demographic data, you can identify who holds the purse strings and tailor your efforts accordingly. For example, if you're pitching to CTOs, you might emphasize the tool's integration capabilities and scalability, whereas with project managers, you might highlight its user-friendly interface and task management features.
ZoomInfo and Clearbit are two of the leading services for enriched demographic data. Alternatively, Sales Navigator has all the essential demographic and interest information for light-touch lead generation.
Firmographic Data
Firmographic data is like your secret weapon for understanding the DNA of B2B companies. It's not just about who they are but also about what they do and how big they are.
Let's say you're targeting mid-sized companies in the finance and healthcare industries with a cybersecurity solution. Firmographic data can help you identify these sweet spots by providing insights into industry verticals, company size and annual revenue.
You can use this information to segment your audience and tailor your cybersecurity solutions. For example, a mid-sized healthcare company might have different cybersecurity requirements compared to a similarly sized financial institution. With firmographic data, you can fine-tune your messaging to address the regulatory compliance issues that healthcare companies face, such as HIPAA regulations, while emphasizing the financial data protection needs of banks and other financial firms.
Some of the top tools for firmographic data include Sales Navigator, Apollo, Demand Science and ZoomInfo.
Intent Data
Intent data can identify leads on the brink of making a purchase. It's all about catching them the moment when they're actively researching products or services similar to yours.
For instance, imagine a lead lands on your website and starts browsing your comparison guide between project management tools. That's a clear signal they're in the market for a solution like yours.
Intent data picks up on these breadcrumbs, whether it's website visits, content downloads or even product comparisons and flags them as hot leads ready to convert.
Typically, Hubspot intent data includes website visits, content downloads or viewing product comparisons. You can try Bombora or Demand Science if you’re looking for high-quality B2B intent data for Hubspot enrichment.
Technographic Data
Technographics look at the technologies that leads use, such as CRM software or marketing automation tools and offer a glimpse into their operational environment and potential needs.
Knowing a lead's technographic profile helps tailor product pitches to highlight compatibility and integration capabilities with technologies the lead already uses. Alternatively, you can also use it to pitch your solution to leads who are using competitors’ products that might not be the best fit for their specific use cases.
We usually recommend using BuiltWith or Datanyze to understand the tech stack of various businesses.
Psychographic Data
Psychographics delve into the psychological attributes of potential leads, such as their attitudes, interests and values.
For instance, imagine you're targeting leads in the tech industry. Sure, you know they work in tech, but psychographics can reveal so much more. Maybe they're passionate about innovation and are always on the lookout for the next big thing. Or perhaps they value work-life balance and prioritize tools that streamline their workflow.
Understanding these psychographic insights can be a game-changer, especially for cold outreach or one-on-one conversations. Instead of starting with a generic pitch, you can tailor your message to resonate with their interests and values, making a stronger connection from the get-go.
You can use survey tools like Typeform or sales enablement tools like Crystal, which generates personal profiles of your ICPs.
Behavioral Data
Behavioral data tracks how leads interact with your digital presence, from the pages they visit on your website to the content they engage with. This data type helps map the customer journey so that you can deliver more targeted and relevant content.
For instance, if a lead or a customer spends time comparing different subscription plans, that's a strong indication they're considering making a purchase. With behavioral data, you can track these interactions and gain insights into their decision-making process.
Once you have a clear picture of their behavior, you can customize your approach to fit their needs. If they're showing interest in specific features or pricing options, you might send them targeted emails highlighting the benefits of those features or offering discounts on the plans they've been exploring.
Hubspot’s Behavioral Targeting tool is a free but effective tool you can use (and it’s already in the ecosystem). Similarly, you can use Sales Navigator to set up sales triggers and get notified when there are changes in your target accounts.
Geographic Data
It shouldn’t be a secret but geographic data shows you the lead's location. It’s especially crucial if your product/service has a regional component or you want to target your marketing campaigns to specific areas. For instance, understanding geographic distribution can help in planning localized events or targeted advertising campaigns. AeroLeads is one tool that provides this type of info if it’s not already covered by your other enrichment tools.
Environmental Data
Environmental data looks at external factors that could influence lead behavior or needs. Think of market trends, economic shifts or regulatory changes. Understanding these factors is key to adapting your offerings and messaging proactively. Analytical tools like Google Trends and SEMrush can help!
Purchase Data
Purchase history offers a window into a lead's previous interactions and transactions. It sheds light on their preferences and loyalty, so you can upsell or cross-sell successfully.
The good thing is that Hubspot CRM already tracks your purchases – and if it doesn’t, set the tracking up!
Step-by-Step Guide to Setting Up Data Enrichment in Hubspot
Of course, the specific steps for setting up data enrichment in Hubspot depend on your tools. However, in general, the process will look something like this:
1. Connect Your Data Source
The first step in Hubspot data enrichment involves integrating Hubspot with your chosen data source – whether that’s a service like ZoomInfo or Clearbit or simply a GSheet or Airtable.
Many of the tools mentioned are natively supported so you just need to go to Integrations within Hubspot, select your tool and follow prompts.
For example, Findymail’s B2B contact information tool integrates with Hubspot, so you don’t have to jump through hoops to keep your contacts’ email addresses fresh and primed for outreach.
2. Standardize Your Data
You need to maintain consistent data across your CRM. This means standardizing the format and structure of the data such as phone numbers (e.g., international format), names (e.g., LastName, FirstName) and email addresses (e.g., all lowercase).
You can implement these standards by configuring field properties in Hubspot or through preprocessing steps in the data source or enrichment service before the data is imported.
3. Create Custom Fields
You can create custom fields for new data points in the Hubspot data enrichment process.
To do this, click the Settings cog, go to Data Management and then select Properties. Now you can click Create Property and you will be prompted to define the property name, field type and any relevant details. Here, you can make sure your fields align with the data points being imported from your enrichment tool.
4. Regular Maintenance
Data enrichment is an ongoing process. Regularly review and clean your CRM data to remove or update outdated information.
You can create maintenance workflows that can automatically clean data (e.g., removing duplicates, validating email addresses, etc.) or flag records for manual review. All of this is important to maintain the integrity, accuracy and reliability of your CRM data.
Best Practices (and Challenges) for Enriched Data in Hubspot
When implementing your data enrichment strategy and using the enriched, keep these best practices in mind:
- Identify Key Data Points: Focus on the data points that directly impact your business goals. Understanding which pieces of information drive conversions, sales or customer engagement will help prioritize your data enrichment efforts.
- Use Reliable Data Sources: Always source data from reliable providers. Given the variety of data sources available, staying on top of the accuracy and relevance of the data is paramount.
- Regular Data Audits and Updates: You need a routine for regular data audits to identify and correct outdated or incorrect information. This practice helps reduce the impact of data decay and makes sure your CRM reflects the current reality.
- Effective Segmentation: Use enriched data to segment your contacts more accurately. By tailoring your lists based on specific criteria such as industry, job role or engagement level, you can improve personalization and targeting in your marketing and sales campaigns.
- Educate Your Team: Training on CRM hygiene, the benefits of data enrichment and best practices for data management helps foster a culture of data accuracy and accountability.
- Maintain Consistency: Strive for data consistency across all fields in your CRM. This may involve standardizing data entry formats, using consistent tags or labels and ensuring that data from different sources is integrated seamlessly.
- Leverage Automation: Where possible, use automation tools within Hubspot to streamline the data enrichment process. Automated workflows can help in updating records, triggering actions based on data changes and keeping your CRM organized without manual input.
(Un)fortunately, uploading thousands of leads into Hubspot is too easy. Due to inevitable data decay, you eventually end up with data that doesn’t reflect reality - some leads have changed jobs, others retired and companies have pivoted. This is why it’s crucial to choose reputable data providers, especially those who offer a simple way to refresh your data and ensure it’s still accurate.
Similarly, consistency is another issue we often see. It’s a challenge to enforce data consistency across different fields in Hubspot, especially when you collect data from various sources. Required properties and standardization go a long way towards ensuring no data is passed into Hubspot unless it meets the mark of usefulness.
Finally, our team agrees that misalignment between goals and data points is the #1 obstacle to a successful Hubspot data enrichment implementation and usage. In the struggle to get as much data as possible, companies tend to overdo it. They get overlapping tools, data points no one uses and strain not only their systems but their people.
Before you start driving, know where you are going. Start with your goals and then find the best data enrichment providers.
Unlock the Full Potential of Hubspot with Data Enrichment
Hubspot is a powerful CRM, but relying on the basics won’t cut it. From more accurate customer profiles to invaluable data-driven insights, leveraging data enrichment empowers you and your team to unlock the full potential of your data.
However, it requires a thoughtful approach – choosing the right data sources, following good data hygiene practices and training your team.
And when you want to enrich your email data for marketing and sales, look no further than Findymail. Accurate email info is vital for truly personalized engagement that drives conversions and fosters lasting relationships.
Try Findymail out for free today.
