Hi everyone,
I’m reaching out because many teams we work with have a common frustration with data enrichment in HubSpot. When they run enrichment on their contact and company databases, they lose valuable manual data that their sales and support teams have carefully entered.
The problem:
Right now, when you trigger enrichment, HubSpot enriches ALL available properties at once. So if a sales rep manually researched and filled in the Industry field with context specific to that deal, or if someone hand-entered an accurate address for a client, that data gets overwritten during enrichment. There’s no way to say “only enrich the missing fields” or “update Company Size but protect our custom mapping for Industry.”
Why this matters:
Small tweaks by humans often carry important context that enrichment data doesn’t capture. A rep might have noted “Tech-adjacent but not software” for a company’s industry based on their conversations. That nuance gets lost.
What would help:
Give users a simple way to:
- Choose which properties they want enriched (checkbox list of available properties)
- Set protection rules like “only enrich if empty” or “never overwrite this field”
- Maybe save these preferences as profiles for repeated use
This would let teams confidently run enrichment without holding their breath that important manual data will disappear.
Would love to hear if others are dealing with this. What’s your workaround right now?