HubSpot Data Enrichment 2026: What It Fills, What It Misses

HubSpot's documentation and every price below were checked on October 1, 2026. Where a vendor publishes no price, the page says so.

What does HubSpot's data enrichment include in 2026?

HubSpot's data enrichment fills contact and company properties from "HubSpot's commercial dataset, third-party providers, and publicly available information from across the internet," according to HubSpot's get started with data enrichment article (updated July 10, 2026). The published property list (enrich your contact and company data, updated July 20, 2026) is short and specific.

Contacts, 12 fields plus 2 opt-out flags: first name, last name, job title, employment role, employment sub role, employment seniority, LinkedIn URL, city, state or region and its code, country and its code. The two flags record whether a contact opted out of enrichment.

Companies, 27 fields: name, domain, description, keywords, industry and industry group, annual revenue and revenue range, number of employees and employee range, total money raised, whether the company is public, year founded, web technologies, company phone number, street address, city, state, postal code, country, website and social handles.

HubSpot's enrichment matches a contact on first name, last name and work email, and a company on its domain. Its product page claims an index of "over 100 million company domains and 380 million email addresses." HubSpot publishes no match rate.

Is HubSpot data enrichment free, or does it use credits?

HubSpot data enrichment costs nothing beyond a paid HubSpot subscription. HubSpot's knowledge base says "Data enrichment does not consume HubSpot Credits" (updated July 10, 2026), and its product page says enrichment "is included in all paid plans with HubSpot's Smart CRM." Eligible plans are Starter, Professional and Enterprise on Marketing, Sales, Service, Data and Content Hub, and Professional or Enterprise on Smart CRM and Revenue Hub. The free HubSpot CRM is not on the list.

Buyer intent is the part that spends credits. HubSpot's buyer intent article (updated March 31, 2026) says a company auto-added to your CRM uses 10 credits, and tracking its intent signals afterwards costs nothing more. HubSpot publishes overage at $0.010 per credit. Sales Hub Starter lists at $20 a seat a month on monthly billing (hubspot.com/pricing/sales, read October 1, 2026).

Older guides, including an earlier version of this page, said HubSpot enrichment was billed per credit at around $30 a month. That was the Breeze Intelligence model, and HubSpot's current documentation no longer describes it.

Is Breeze Intelligence the same as HubSpot data enrichment?

Breeze Intelligence was the name HubSpot gave Clearbit's enrichment, buyer intent and form shortening when it launched them at INBOUND 2024, after acquiring Clearbit in December 2023. HubSpot's current product page calls the feature "Data Enrichment" and does not use the Breeze Intelligence name. Clearbit is no longer sold on its own, and its free tools closed on April 30, 2025. Our Clearbit review covers what happened to the product and what users report about it.

What does HubSpot data enrichment not do?

HubSpot data enrichment does not find a contact's email address or phone number. Neither field is on the contact property list, and the one phone field it fills is the company's main line. Five limits follow from the documentation:

• No email finding. Enrichment needs a business email as its input. A contact without one is not enriched.
• No personal emails. "Personal addresses such as Gmail or Yahoo will not be enriched," the knowledge base says.
• No direct dials or mobiles. A rep gets a switchboard number on the company record and nothing on the contact.
• No published accuracy. HubSpot states dataset size, not a match rate or a verification method.
• HubSpot only. There is no standalone plan for a team on Salesforce or Pipedrive.

So HubSpot's enrichment makes reachable records richer. It cannot make an unreachable record reachable. That is the job third-party tools do.

What's the easiest way to enrich a HubSpot contact list with direct phone numbers?

The easiest way is to connect a contact data tool that syncs natively with HubSpot, run it only on the contacts missing a phone, and let it write the numbers back into HubSpot properties. Five steps:

1. Build the list in HubSpot. Filter contacts where Phone number and Mobile phone number are unknown, scoped to the segment you will actually call.
2. Connect the tool. Authorize the vendor's HubSpot integration (OAuth on most) so it can read that list and write back.
3. Map the fields. Send mobiles to Mobile phone number and direct dials to Phone number, or to a custom "Direct dial" property if you want to keep the two apart. Keep the vendor's phone type label too.
4. Enrich phone only. Phones cost more than emails at every vendor, so enrich just the rows you will dial. At Cleanlist AI a phone number is 10 credits and a miss costs nothing.
5. Dial a sample before you trust it. Call 25 numbers and count how many reach the named person. Scrub against the do-not-call registries that apply to you before reps start.

Which tool depends on budget and region. Apollo bundles phones into a seat price with a dialer. ZoomInfo and Cognism sell larger phone datasets on annual contracts, Cognism strongest in Europe. Clay lets you chain several phone providers yourself. Cleanlist AI runs a waterfall across 25+ providers and writes the result to HubSpot. If you are deciding between them, run the same contacts through each one's trial first; our guide to choosing a B2B data provider lays out that test.

Which third-party tools fill HubSpot's enrichment gaps?

Five tools cover most HubSpot teams, and each fills a different gap. HubSpot's own enrichment is the baseline in the first row.

Sources: HubSpot knowledge base; Apollo's published plan ladder (Apollo comparison page, September 1, 2026); Vendr's ZoomInfo buyer guide (1,574 purchases, $7,220 to $155,730); cognism.com/pricing; clay.com/pricing; Cleanlist AI's own pricing page.

HubSpot data enrichment

HubSpot's built-in enrichment is the right first step for any team already on a paid HubSpot plan, because it costs nothing extra and needs no integration. It is strong on company fields: revenue range, headcount, industry, funding and web technologies are what routing and lead scoring run on. Switch automatic enrichment on for contacts and companies separately; it is off by default.

Cleanlist AI

Cleanlist AI finds the work email and the phone number that HubSpot's enrichment leaves blank, through a waterfall across 25+ data providers that stops at the first verified result. A verified work email is 1 credit, a phone number is 10, search is free and a miss costs nothing. The two-way HubSpot sync starts on the Pro plan at $89 per seat a month (1,500 credits per seat), and Enterprise is custom. Starter at $49 per seat a month enriches CSVs and lists without the CRM sync. On our own 500-lead benchmark, Cleanlist AI returned a verified work email for 98% and a phone number for 85%; that is our test on our sample.

Apollo.io

Apollo combines a contact database, sequences and a dialer with a HubSpot integration, at $49, $79 and $119 a user a month on annual billing. For a small team that wants data and sending in one tab, the convenience is real. Phones are the expensive part: a phone number costs 8 credits against 1 for an email, so a call-led team burns its allowance quickly.

ZoomInfo

ZoomInfo is the enterprise option, with deep US company coverage, direct dials, intent data and a mature HubSpot integration. It publishes no list price. Vendr's buyer guide reports a median contract of $33,500 a year across 1,574 recorded purchases. That is more platform than most teams under 50 people need, and the right call for a large sales floor that will use all of it.

Cognism

Cognism sells contact data with phone-verified mobiles and the strongest European coverage of this group, plus a HubSpot integration. It publishes no price; its packages include five seats. Pick it when a meaningful share of your calls go to the UK and EU.

Clay

Clay is a workflow builder that chains many data providers row by row and writes results to HubSpot. Launch is $185 a month (15,000 actions and 2,500 data credits at the default sliders). It suits RevOps teams that want control over every step and have time to build and maintain the table.

Which HubSpot enrichment setup is best for each kind of team?

The right setup follows the gap you have and the team you are. Five common cases:

• Solo founder on HubSpot Starter. Turn on HubSpot's built-in enrichment for company context, and use Apollo's free plan or Cleanlist AI's 14-day Pro trial (250 credits, 3 seats) to fill emails on the few hundred contacts you will actually work.
• 5 to 20 reps, inbound and outbound. HubSpot enrichment for firmographics, plus a contact tool that writes verified emails and direct dials back to HubSpot. Cleanlist AI on Pro or Apollo fit here; Apollo wins if you also want its sequencer and dialer in the same seat.
• RevOps team with engineering time. Clay, if you want to design your own provider sequence and logic and maintain it.
• Selling into Europe. Cognism, for its European mobile coverage.
• Enterprise sales floor. ZoomInfo, if the budget and the seat count justify an annual contract.

Where does Cleanlist AI fit next to HubSpot's enrichment?

HubSpot's enrichment and Cleanlist AI do different jobs on the same record. HubSpot adds company and role context to a contact that already has a business email. Cleanlist AI finds and verifies the email and the dial, then writes them into HubSpot through the two-way sync. Sending can run in Cleanlist AI Sequences from your own Gmail or Outlook inbox, or stay in HubSpot sequences or your outreach tool. The HubSpot integration page shows the connection and field mapping.

Mapping Cleanlist AI fields to HubSpot contact properties during export

How do you set up automatic enrichment in HubSpot?

Automatic enrichment in HubSpot takes two switches and one sync. HubSpot's native enrichment is off by default, so an admin turns it on for contacts and for companies separately. Once on, it fills blank fields on new records and, with continuous enrichment, updates previously enriched records monthly when new data appears. Automatic runs never overwrite a value a user or another system set; manual enrichment can, and you choose which fields.

HubSpot integration walkthrough

Watch the walkthroughWith voiceover

Connecting Cleanlist AI to HubSpot and syncing enriched fields, recorded with voiceover

For the contact fields HubSpot does not fill, the third-party loop is the same at every vendor:

1. Connect the tool to HubSpot through its integration.
2. Map verified email, direct dial, mobile and any custom fields to HubSpot properties.
3. Backfill existing contacts in bulk, starting with the segment you work most.
4. Trigger enrichment on new contacts so form fills and imports arrive complete.
5. Verify before writing: keep email verification on and flag catch-all addresses, so bad data never reaches a sequence.

HubSpot's own bulk enrichment from a records view takes 100 records at a time; segments, imports and workflows handle larger runs. The CRM data enrichment guide covers the backfill job on any CRM in more depth.

Which enrichment tools offer two-way HubSpot sync and automatic field updates?

Cleanlist AI offers a two-way HubSpot sync on its Pro and Enterprise plans: it pulls a HubSpot list or view in, enriches it, and writes verified results back to the same contact and company properties. Apollo, ZoomInfo, Cognism and Clay each publish a HubSpot integration, and each documents its own rules for which object it writes, whether it creates or updates records, and whether it overwrites a populated field. Read those rules before you connect anything.

Four questions sort the options quickly. Does it update the existing record or create a duplicate? Can it overwrite a field a rep edited, or only fill blanks? Does it run on new records automatically or only on demand? Does it record which source supplied each value? For a wider view across Salesforce and Pipedrive, see the CRM data enrichment tools comparison.

Is HubSpot lead scoring or Clearbit better for enrichment and scoring?

They are no longer alternatives. Clearbit's enrichment now is HubSpot's built-in data enrichment, and HubSpot's lead scoring is a separate feature that scores contacts on properties, including the ones enrichment fills. So the useful question is whether your scoring model has the inputs it needs. Firmographic fit (headcount, revenue range, industry) comes from HubSpot's enrichment. Reachability (a verified email and a working phone) has to come from a contact data tool, because HubSpot's enrichment fills neither. A scoring model that rewards fit but cannot see reachability will rank accounts your reps cannot contact.

Frequently asked questions

Does HubSpot have data enrichment?

Yes. HubSpot data enrichment is built into paid HubSpot plans at Starter and above on most Hubs. It fills 12 contact fields (name, job title, role, sub role, seniority, LinkedIn URL and location) and 27 company fields from HubSpot's dataset, third-party providers and public web sources. It does not fill a contact's email address or phone number.

Does HubSpot data enrichment use HubSpot Credits?

No. HubSpot's knowledge base, updated July 10, 2026, says data enrichment does not consume HubSpot Credits. Buyer intent does: a company auto-added to your CRM uses 10 credits, and HubSpot publishes overage at $0.010 per credit.

Does HubSpot enrichment find email addresses or phone numbers?

No. Contact enrichment needs a business email as its input and adds role, seniority, LinkedIn URL and location to it. The only phone number HubSpot's enrichment writes is the company's main line, on the company record. Verified emails and direct dials come from a contact data tool such as Apollo, ZoomInfo, Cognism, Clay or Cleanlist AI.

Does HubSpot enrichment work on the free CRM?

No. HubSpot's list of eligible subscriptions starts at Starter on Marketing, Sales, Service, Data and Content Hub, and at Professional on Smart CRM and Revenue Hub. The free CRM is not included. Personal email addresses such as Gmail or Yahoo are not enriched on any plan.

How much does it cost to add direct dials to HubSpot contacts?

It depends on the vendor's phone rate. Apollo charges 8 credits per phone number inside a $49 a user a month Basic seat on annual billing. Cleanlist AI charges 10 credits per phone number and nothing on a miss, with HubSpot sync on Pro at $89 per seat a month for 1,500 credits per seat. ZoomInfo and Cognism publish no price. Divide what you pay by the numbers that actually connect to get a comparable figure.

What is the best HubSpot data enrichment tool?

HubSpot's own enrichment is the best start for company fields, since it is included and needs no setup. For contact fields, the best choice depends on the team: Apollo for data plus sequencing in one seat, ZoomInfo for enterprise depth, Cognism for European mobiles, Clay for a self-built waterfall, and Cleanlist AI for verified emails and phone numbers from 25+ providers written back through a two-way HubSpot sync.