Gian from Cat Media's Support Team here. As someone deeply involved in data management and governance, I often see organisations underestimate the role of data enrichment and data hygiene. In this post, I’ll explain exactly what data enrichment is, outline why it matters, discuss best practices, and introduce Breeze Intelligence—HubSpot’s new data enrichment and buying intent tool.
What is Data Enrichment?
Data enrichment is the structured process of supplementing your existing data records—such as contacts, leads, and company profiles—with additional, meaningful information. This includes data points like role, employer, location, industry, revenue, social profiles, and many other attributes. The goal is to transform basic information into comprehensive datasets that support accurate and insightful decision-making while enhancing the customer experience with your brand.
Why Data Enrichment Matters
Personalisation has become a key differentiator in a market where customer expectations are constantly evolving. Data enrichment empowers businesses to offer personalised experiences by creating detailed, enriched profiles for contacts and companies. Organisations can tailor their marketing campaigns, workflows, and lead scoring to better align with customer needs by enriching fields such as job title, industry, and company details.
Properly enriched data can significantly enhance your organisation’s effectiveness by:
- Improving Segmentation and Targeting: Accurate segmentation helps deliver more personalised and relevant communications, improving audience engagement and response rates.
- Increasing Operational Efficiency: Sales and marketing teams with enriched data spend less time researching, focusing instead on meaningful interactions and conversions.
- Optimising Customer Experience: Detailed customer profiles enable more targeted, meaningful interactions that can boost customer satisfaction and loyalty.
- Enabling Better Decision-Making: Richer data supports deeper insights, making strategic and operational decisions more precise and predictive.
The Importance of Data Quality and Cleansing
Accurate data is particularly critical if your organisation intends to leverage artificial intelligence (AI) effectively. AI-driven insights, predictions, and automations depend heavily on the quality of input data—meaning any inaccuracies can significantly compromise outcomes.
It’s crucial to understand that data enrichment is only effective if the underlying data is reliable and accurate. High-quality data—cleaned, standardised, and free of duplicates—is fundamental. Without robust data cleansing practices, enrichment may amplify existing inaccuracies, undermining the overall benefit.
Best Practices for Effective Data Enrichment
To ensure your data enrichment efforts are successful, consider these best practices:
- Establish Strong Data Governance: Clearly define responsibilities, processes, and standards around data usage and enrichment.
- Automate Enrichment Where Possible: Minimise manual input to ensure consistency and reduce errors.
- Regular Data Quality Audits: Continuously review data for accuracy, removing duplicates and correcting inconsistencies proactively.
- Focus on Relevant Data Points: Concentrate enrichment on attributes most impactful for your organisation’s strategic goals.
Introducing Breeze Intelligence by HubSpot
HubSpot recently introduced Breeze Intelligence, an advanced AI-driven solution designed to enrich CRM data seamlessly within the HubSpot platform. Breeze Intelligence uses sophisticated Large Language Models (LLMs) and AI technology to unify data across the internet, providing the latest context on your contacts and companies directly within HubSpot.
With Breeze Intelligence, you gain confidence that your customer platform operates on one of the most unified and powerful datasets in the market. The result is a more effective and efficient go-to-market strategy that helps your business grow.
Why Breeze Intelligence is Different
-
Easy: Breeze Intelligence is simple, intuitive, and fully integrated into HubSpot, unlike traditional third-party tools that can be complex and disconnected.
-
Unified: It seamlessly integrates first-party and third-party data with HubSpot’s Smart CRM and engagement hubs, allowing insights and actions in a single, cohesive environment.
Breeze Intelligence offers a robust dataset comprising over 200 million buyer and company profiles. It enables you to improve form conversions, identify buyer intent from companies visiting your website, and easily enrich contact and company data. With consistent data updates, your information remains fresh.
Source: HubSpot
Key Features of Breeze Intelligence:
Data Enrichment:
Updates CRM records automatically, ensuring data remains accurate and up-to-date.
Enrich your contact and company records by incorporating a wide array of key attributes such as role, employer, location, and social media links. Additionally, enhance your data with critical business metrics like annual revenue, industry classification, employee count, and physical address, among other valuable data points. Utilise automatic enrichment to seamlessly update records, employ bulk enrichment for efficiency and explore other advanced enrichment settings to ensure your strategy perfectly aligns with your business objectives. This comprehensive approach enriches your data and empowers your organisation to make more informed decisions, tailor marketing efforts, and optimise customer interactions.
FYI: Breeze Intelligence doesn't provide data on email and phone numbers.
Buyer Intent Detection:
You can gain a comprehensive understanding of which high-fit accounts are actively visiting your website and demonstrating purchasing intent. Powered by reverse IP lookup, enrichment data sources, and the robust capabilities of your HubSpot Smart CRM data, you can accurately identify which companies within your target market(s) are primed and ready to purchase. This insight is invaluable, as it allows you to pinpoint potential buyers, even if they have not yet been added to your CRM, meaning you are always one step ahead, ready to engage with companies showing genuine interest in your offerings.
Source: HubSpot
Efficient Form Shortening:
Enhances forms built in the new form editor* by using global enrichment data, enabling you to collect critical information with fewer form fields.
Extra form fields mean fewer qualified leads. Get the best of both worlds by dynamically shortening your forms with HubSpot’s global enrichment database while still collecting the data you need to understand, score, and route your leads with speed and precision.
Source: HubSpot
The benefits of Breeze Intelligence extend beyond personalisation, it enables businesses to target high-potential prospects more effectively, enhancing the overall efficiency of marketing and sales processes while complying with global data protection laws, providing transparency on how data is collected, enriched, and utilised, as you have the option to preserve or remove data based on user preferences and compliance requirements.
Why Consider Data Enrichment Tools?
Using tools like Breeze Intelligence, as well as other HubSpot-compatible enrichment solutions such as Clearbit, ZoomInfo, and Leadspace, can significantly enhance your organisation’s data-driven capabilities. However, it's essential to implement these tools within a clearly defined data strategy. Without robust governance, clear data standards, and ongoing cleansing processes, enrichment efforts may fail to deliver their full potential. At Cat Media, we’re also excited about the upcoming launch of furball, our own suite of data quality AI tools designed to streamline data cleansing, deduplication, and standardisation directly within HubSpot.
Interested in improving your data quality? Join the furball waitlist.
Share your Thoughts or Ask Us Anything!
.png)