Data Enrichment capabilities of HS

[ISmolin]

Hello there. I need your input related to HS Data Enrichment capabilities:

1. Map people from the company (roles and titles in the company) - Sales Navigator Advanced plan needed - HS can’t do it via Data Enrichment automatically, while Sales Navigator has OrgCharts, and it can be done via Integration -is it the only option to get up-to-date Roles of the main stakeholders in a company that are already in HS?
2. For all people, list sentiments and key values - if it’s about what they post, can’t be done via HS, probably can be done via integration with LinkedIn, reaching out to LinkedIn about it - the only option to have such data in HS? Maybe Zapier can help?
3. Company primary data (revenue - HS acquired ClearBit, and it is under the hood of HS, and the data is correct and reliable for sure. Segment (in our case: Residential/ Commercial manufacturers, retailers, Office, Hospitality etc.) to be populated manually or via workflows - once a new company is added, it will be a mandatory field to fill in - can’t be done via HS using Data Enrichment, Target (Retailer, Wholesale distributor, designer) - can’t be done via HS. Correct?
4. Company intelligence (new hires - is not yet doable (CSM mentioned it’s an interesting idea and will provide the Product Team with a request to have it and add to the product roadmap) via HS, but we can see the news in Sales Navigator and can integrate it with HS? Any ideas?

Growth, tech => both can be done via HS? and automation - email notification once a company appears in research Intent topic - I need to chat with HS Tech Team to check if we can get such info not about all companies across the globe (this is what HS suggests now), but just for Target Markets => Research Intent Topics. (Find companies researching the topics that matter most to your business. Any company that shows a match for researching any of these topics, whether in your CRM or not, will be populated in the Research tab.,) Is it feasible?

Please feel free to help, share your ideas around data enrichment with in-built HS services, and smth we can do outside of HS. Thanks

[Berangere]

Hey @ISmolin and thanks for reaching out to the HubSpot Community!
In terms of Company data, most of the information should be enriched by HubSpot. Here is the article updated recently about this: “Enrich your contact and company data”.
Now, let’s consult our Top Experts about this: Hi @danmoyle, @HubDoPete and @Lucila-Andimol do you have suggestions to help @ISmolin, please?
Thanks so much and have a wonderful day!
Bérangère

[ISmolin]

Hello @BérangèreL , Thanks for coming back to me, but that is not true. For now, based on the feedback from a CSM with whom we had a call, which I led, it appeared. MY expectations were vice versa. HS acquired Clearbit and can use the data for that purpose.

1. Only Annual Revenue can be populated (using credits - Breeze) for the companies we have in HubSpot. HS acquired ClearBit and can use the data under the hood to get this job done. Got it. Nice.

2. Map people from the company - not doable - HubSpot doesn’t have such possibilities - the idea is to get data populated in HubSpot for companies we already have in HubSpot - key stakeholders, e.g., VP of Marketing, E-Commerce, Digital, etc., and update those people if they leave the company or get hired. We have such data in Sales Navigator if people update their LinkedIn profiles, of course, but how to get it updated in HubSpot, thanks to some integration - serverless/ Functions - if … then …

3. For all people (dedicated job titles who work in companies that exist on LinkedIn), list sentiments and key values - it’s about what they post, which may be done via integration with LinkedIn and HuSpot? - HubSpot can’t do it.

4. Company intelligence (new hires - we can see the news in Sales Navigator), and can we integrate such data enrichment with HS? For exampe, person posted on LinkedIn he was appointed and promoted based on this trigger thanks to the integration between Sales Navigator and HubSpot - the data is updated in HubSpot and thanks to the workflow in HubSpot we got notified about it via email or just notifications if this or that company that is the member of the list in Sales Navigator promoted to some dedicated roles or hire anyone we got notified? Which scenario is doable? HubSpot can’t do it.

[Berangere]

Hi @ISmolin and thanks for clarifying, that’s correct! I’m also interested to hear our Top Expert’s opinion!
Hi @danmoyle, @HubDoPete, @Lucila-Andimol, do you have any insights to share with @ISmolin, please?
Thanks so much and have a lovely day!
Bérangère

[ISmolin]

While we are still waiting for the feedback from experts, let me share with you all my findings based on the conversation with LinkedIn:

Support Leadgen and the Land team with crucial data, intents, sentiments, and intelligence about the company and people. Map the complete list of people and roles for each prospect. (priority 1,3,4,2)

1. Map people from the company (roles and titles in the company) - Sales Navigator Advanced Plus plan required. Mapping HubSpot contacts to LinkedIn roles/titles and using Relationship Maps or data enrichment inside HubSpot is not available on Sales Navigator Advanced. These CRM Embedded Experiences and CRM Sync capabilities require Sales Navigator Advanced Plus.

Yes—if the customer has Sales Navigator Advanced Plus, they can use Relationship Map (often referred to as org chart/stakeholder mapping) inside HubSpot via the HubSpot Embedded Experiences, supported by CRM Sync. This is not available on Advanced; Embedded Experiences and CRM Sync are only offered with Advanced Plus. You can map people/roles and work with org charts in HubSpot if the customer has Sales Navigator Advanced Plus.

2. For all people, list sentiments and key values - if it’s about what they post - can’t be done via HS, - neither via HubSpot, nor via Sales Navigator Advanced. We cannot list “sentiments and key values” about what those people post via the LinkedIn–HubSpot integration. Sales Navigator’s CRM Sync and Embedded Experiences do not provide sentiment analysis of member posts or value extraction in HubSpot.

3. Company primary data (revenue - HS acquired ClearBit and its under the hood of HS and the data is correct and reliable for sure, segment to be populated manually or via workflows - once a new company added - it will be mandatory field to fill in - can’t be done via HS using Data Enrichment), target - can’t be done via HS (- as per SAL table) - Annual revenue can be populated via HS Data Enrichment capabilities. We can populate Segments (Residential, Commercial, Hospitality, Outdoor etc. importing data after checking xls file).

Sales Navigator Advanced Plus can match HubSpot companies/contacts to LinkedIn and surface Embedded Experiences in HubSpot, but it does not auto-populate or classify a company’s “Target type” (e.g., Retailer, Wholesale distributor, Designer) into our custom HubSpot fields via the integration. The supported HubSpot integration includes CRM Sync, activity writeback, Embedded Profiles/Experiences (Account IQ, Relationship Map, Find Key People), contact creation/updates, and data validation—not custom segmentation or sentiment fields.

4. Company intelligence (new hires - is not yet doable via HS, but we can see the news in Sales Navigator and can integrate it with HS), new lines - not sure what the idea here is -new collections or? growth, tech => both can be done via HS and automation - email notification once appears =>

Research Intent Topics. Find companies researching the topics that matter most to our business. Any company that shows a match for researching any of these topics, whether in your CRM or not, will be populated in the Research tab. Competition can’t be done via HS; need (lack of solutions?) - elaborate more on this - can’t be done directly via HS. We can surface “company intelligence” like new hires and promotions in Sales Navigator, and with Advanced Plus, we can bring several LinkedIn-powered signals and workflows into HubSpot. However, there are important limits: Sales Navigator does not automatically write back hiring news or a person’s self-posted promotion into HubSpot fields. Advanced Plus enables matching, embedded insights, activity logging, and data validation—then you can trigger HubSpot workflows off those CRM changes or logged activities.

Based on our current location (Poland), the Sales Navigator Advanced Plus plan is unfortunately not available in our country at the moment. Availability of certain LinkedIn products varies by region, and this specific plan is not supported in our region currently.

BTW I see that HS is able to populate and enrich such data as Job Title below:

The question is, what about being 100% sure that the data HubSpot suggests to use as the single source of truth is up-to-date? Am I right that HS can populate Job Title for all existing contacts in HS and newly created ones as well? Does it mean once the person changes the position, HS realizes (using some trigger) it and can notify before updating it in CRM via some workflow?

[Berangere]

Hi @ISmolin and thanks for your patience!
I’m happy to share the answers to your questions below:
Our data is refreshed daily to ensure you always have the most up-to-date information possible. While no enrichment provider can guarantee 100% accuracy at all times, a key advantage of our platform is “continuous enrichment.” This means that once we enrich a HubSpot record, we’ll keep it updated whenever fresher data becomes available.

For contact enrichment, we typically provide job titles for many contacts, though coverage can vary depending on your account. You can easily check this using the Enrichment Coverage tool, just switch to the Contacts tab and review the fill rate for Job Title.

It’s also worth noting that we source job change data from a variety of external sources, not directly from HubSpot accounts. Whenever we receive updated job title information, we update that contact accordingly. If you have continuous enrichment enabled, we’ll automatically find and update the relevant record in your portal with the new job title.
I hope this helps!
Have a great day!
Bérangère
- Please note, I’ll be out of the office tomorrow, January 29th -

[ISmolin]

Thanks @BérangèreL here is some relevant data as well Data Quality | Enrichment

Here are my findings for those who are interested:

Regarding HubSpot Data Enrichment, while we can track Annual Revenue, Job Titles, and Intelligence (Growth and Tech) Buyer Intent Check Signals and Research features that I found valuable, but it will require Credits usage. https://knowledge.hubspot.com/account-management/understand-hubspot-credits-and-billing?hubs_content=knowledge.hubspot.com/properties/create-smart-properties&hubs_content-cta=hubspot-credits

(The following intent signals are currently monitored with several more soon to come:

• Company news: Executive hiring, funding, geo expansion, layoffs, leadership content, mergers and acquisitions, product launch, strategic partnership, technology investment
• Visitor intent: Visitor intent change
• Research intent: Research level change
• Job change: Job ended, job started)

Buyer Intent

Core Data Enrichment is included with a Professional subscription at no additional credit cost.

This covers:

• Auto-enriching new contacts/companies
• Continuously refreshing existing records monthly
• Bulk enrichment via CRM, segments, imports, or workflows

The features that do use credits are Buyer Intent and Smart Properties, which are separate tools.

You can verify your credit usage at Settings > Account & Billing > Usage & Limits.

Here’s the official doc: Enrich your contact and company data

You can even track Sentiments Monitor social sentiment

At a high level, to achieve sentiment analysis for meetings, for example, the approach would be:

• Create a custom smart property (for example, “Last meeting sentiment”) on Contacts or Companies.
• Configure the AI prompt to review the most recent call or meeting transcript(s) associated with the record and return a single sentiment value (such as Positive, Neutral, or Negative).
• Set the data source to Call transcripts, so the property evaluates the most recent transcripts linked to each record.
• Once populated, this property can be added to views and reports, allowing managers to quickly review meeting sentiment across reps and drill into individual meetings when deeper context is needed.

You can find step-by-step guidance on setting this up here:

• Create and use smart properties

  HS does already have social sentiment built into the product too Monitor social sentiment

  You wouldn’t need to invest in 3rd party apps, but you would need to use credits for AI prompts to review the sentiment of call transcripts for example

  Currently, there is no native way to analyse notes also.

New Hires - Surfe - HS integration:

By letting Surfe update your HubSpot contact properties, then using a contact‑based workflow to send internal notifications. Below are the correct steps, at your convenience.

1)) in Surfe (or with Surfe support) please confirm:

• Surfe LinkedIn URL >HubSpot LinkedIn URL (contact property)
• Surfe Job Title > HubSpot Job title
• (Optional) Surfe Company > HubSpot Company name / associated company

Whenever you click Update in Surfe those properties will be updated in HubSpot.

2) optional) list for “companies we care about”:

If you only want alerts for specific companies:

1. Go to CRM > Segments and create an active contact list, ex: “Job‑change alerts – Target companies”.
2. Filter the list by company (name, domain, tier, etc) so only your key accounts are included

3)) create the job‑change notification workflow

1. Go to Automation > Workflows >From scratch > Contact‑based.

2. Enrollment trigger:

   • Contact property Job title.
   • Allow re‑enrollment when Job title is updated
   • (Optional) Also add Company name if you want alerts on company changes.
   • (Optional) Add “Contact is member of list: Job‑change alerts – Target companies” if you only want alerts for that list.

3. Add a Send internal email notification action:

   • Send to the users/teams you want (or the Contact owner).
   • Include tokens such as Contact name, Job title, Company, LinkedIn URL.

4. (Optional) Add a Create task or Send Slack notification action if you use those.

5. Turn the workflow on, and choose to enroll contacts on future changes only

Happy learning, everyone!