Getting Started with Data Agent

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Most of us didn’t choose our jobs for the love of research, yet hours are lost digging through call notes, searching LinkedIn, or relying on ChatGPT for accurate company information. Even with enrichment, you're often left with just basic info—industry, title, or location —that rarely pushes a deal forward.

That’s where HubSpot’s Data Agent comes in. It handles the research for you, pulling from your CRM, conversations, documents, and web sources to deliver custom insights in HubSpot.

Here’s how Data Agent helps you reclaim your time and focus on building relationships and selling.

What is Data Agent?

Data Agent is your built-in researcher in HubSpot. It finds answers you’d otherwise spend hours chasing. Simply describe what you want in plain language, and Data Agent builds smart properties with the insights you need. Try questions like:

• “Who are this company’s main competitors?”
• “Has their CEO appeared in the news recently?”
• “Does this business have offices in Europe?”

It pulls insights from your CRM, past conversations, emails, documents, and trusted web sources, organizing everything so you don’t have to jump tabs or rely on stale data.

Unlike filling standard fields like “industry” or “company size,” Data Agent answers the questions that shape your sales, marketing, and support, all in HubSpot, no setup required.

How do teams use Data Agent?

For sales teams: Every sales cycle hinges on two things: timing and relevance. Data Agent gets that right by scanning public sites, CRM notes, and call transcripts to find signals that matter, like whether a lead uses a competitor, is growing their team, or plans to expand.

It routes leads to the right rep and surfaces fresh insights such as company news, leadership updates, and industry shifts, all within the CRM. This helps the rep tailor their approach and personalize outreach so leads are qualified more quickly, sales messages feel relevant, and deals move forward faster.

For marketing teams: Every marketer wants to sound personal without manually rewriting every email. Data Agent researches recipients across your CRM and the web to find recent news, leadership changes, or product launches that you can include in your email. These details instantly personalize your content, like “Congrats on your recent Series B” or “Saw you’re expanding into the healthcare vertical,” with no manual searching required.

When someone fills out a form or downloads a resource, Data Agent quickly collects additional company details, such as the tools they use or the problems discussed on sales calls, and sends that info to your marketing system. This way, every follow-up feels timely and relevant, and your team stops wasting hours doing research that should have been automated from the start.

For service teams: Customer success relies on context, knowing what’s changed before you step into a renewal or support conversation. Data Agent automatically brings that context together by analyzing product usage, support history, team expansion, and recent business developments to identify accounts approaching renewal.

It can answer specific questions like, “Has their usage increased significantly?” or “Are they hiring in departments that use our product?” These insights enable your team to spot upsell opportunities, flag at-risk accounts, and enter renewals prepared with facts rather than assumptions. This clarity shifts customer conversations from reactive to strategic, a change your customers will undoubtedly notice and appreciate.

Getting started: Access & Credits.

• Available on HubSpot Starter and above.
• Uses HubSpot Credits (10 credits per execution).
• Works across Smart CRM, workflows, and data studio.
• If you already use smart properties, buyer intent, or ChatGPT connectors, Data Agent is the natural next step for you.
• If you don’t see Data Agent in your account, it can be granted by a Super Admin or by an Admin with permission-management rights.

Data Agent: Your always-on research partner

Modern teams don’t need more dashboards; they need clearer answers. Data Agent, part of the HubSpot Breeze Agent family, does the research your team shouldn’t have to.

Ready to save time, get sharper insights, and work smarter? Try Data Agent in HubSpot today — and share your ideas with the community, as we truly believe the best insights always come from those who use the product.