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Key Takeaways
HubSpot users have no shortage of ways to capture inbound leads: forms, landing pages, CTAs, conversations, etc. But these only capture so much information. If you want a well-rounded picture of who your leads are and how to effectively sell to them, you need HubSpot lead enrichment.
But if you want to take things to the next level and fully automate your RevOps software, you may need something with a little more juice than HubSpot’s built-in enrichment solutions. Let’s take a look at how HubSpot enrichment works, and some top alternatives for your tech stack.
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What is lead enrichment?
Lead enrichment is the process of adding more information and insights on prospects to your CRM or other RevOps platforms. It’s different from data cleansing, which instead focuses on increasing the quality of the data you currently have.
Most lead capture forms only capture the lead’s name, email, and potentially a few other data points. Contrast that with the hundreds or thousands of data points you can get through third-party sources like Default or Apollo. With enrichment data, you get a clearer, more well-rounded picture of your customers. This makes it easier to sell to them.
Why does lead enrichment matter in HubSpot?
At its core, HubSpot is a marketing automation platform. And automation, whether rules-based or predictive, only works as well as the data you feed into it. By adding more data to each of your contact and company records, lead enrichment in HubSpot bolsters the platform’s effectiveness:
- Lead qualification and scoring is improved through access to more indicators of buyer intent and ICP alignment
- Lead-to-account matching is improved through more indicators of continuity/discontinuity between contacts and companies
- Routing and lead distribution is improved by providing more information to help identify the sales rep best positioned to close the deal
Does HubSpot have a built-in lead enrichment tool?
HubSpot has two built-in lead enrichment tools: HubSpot Insights and Breeze Intelligence.
HubSpot Insights is a long-standing feature that automatically pulls in company-level data based on the company’s domain name. This data is correlated from third-party data, web crawling, and crowdsourcing.
However, HubSpot Insights only enriches data at the company level. Only company attributes are included in associated contact records.
After acquiring Clearbit in 2023, however, HubSpot began to offer AI-powered enrichment capabilities for both contacts and companies. Not only do HubSpot users automatically gain access to Clearbit’s extensive contact database, but HubSpot’s new Breeze Intelligence offers four types of enrichment:
- Buyer intent via HubSpot tracking codes
- Contact enrichment
- Company enrichment
- Form shortening—so you capture new data with each conversion
Breeze Intelligence charges for enrichment on a credit basis. You can either enrich individual records manually or automatically as they come in.
Lead enrichment tools that integrate with HubSpot
HubSpot’s built-in lead enrichment tools are still in their beta stage (for now) and, at the same time, can incur large costs through enrichment credits. If you’re interested in a more tested, cost-effective solution, consider the following alternatives.
1. Default
Default’s sales workflow software not only includes built-in lead enrichment from a number of data sources, but can also automate your entire marketing and sales tech stack while integrating seamlessly with HubSpot.
Key features
Default is an all-in-one marketing and sales workflow solution that handles inbound lead conversion, enrichment, lead-to-account matching, qualification, routing, scheduling, nurture, and tech stack orchestration and integration.
Default uses Apollo, Harmonic, and Clearbit as data sources, totalling over 400 million contacts. What’s more, Default’s routing, round-robin, scheduling, matching, and automation workflows are more flexible and user-friendly than HubSpot’s.
Pricing
Default’s pricing falls into three tiers. The Inbound tier provides 250 enriched leads per month and works well for organizations that are just starting to scale up their inbound flows. The Studio and Scale tiers offer 500 and 2,000 enriched leads per month (respectively) and provide the integration capabilities necessary to orchestrate Default and HubSpot.
Pros
Default is built for revenue leaders, not IT experts. As such, the platform has a straightforward user interface (drag-and-drop) and requires minimal configuration upon activation. Additionally, Default’s workflows are built for the modern B2B revenue organization, with ample flexibility and customization to account for outliers, non-linear buying journeys, and other edge cases.
Cons
Although Default is capable of integrating with and orchestrating various tech stack solutions, it’s built to replace the entire inbound process. As such, there may be some redundancy between Default and other RevOps tech platforms.
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2. Apollo.io
Apollo is a powerful sales engagement platform with a large contact database of over 200M+ records. As such, it’s a powerful choice not only for lead enrichment, but also email automation and sales outreach.
Key features
Apollo may have a large database, but its advanced search capabilities make it easy to drill down and find the leads you’re looking for. What’s more, the platform includes built-in email, phone, and social outreach features, as well as integrations with a range of marketing and sales automation tools.
Pricing
Apollo uses a combination of monthly per-user licensing fee and credits for export and mobile. Advanced HubSpot integration is included in their Free plan, but data enrichment starts with the Basic plan ($49 per user per month) and higher.
Pros
Apollo’s biggest pro is its large contact database and no limits on email deployments. Additionally, many users find the user interface to be intuitive and straightforward, and the automations flexible enough to accommodate complex workflows.
Cons
For most advanced features, you need a higher pricing tier (Professional or Organization). Some users have also complained about accuracy issues and inconsistencies in the contact data, as well as some challenges accessing certain features on Apollo’s mobile app.
3. ZoomInfo
ZoomInfo is a sales intelligence platform with an extensive contact and company database, advanced filters, and real-time alerts to changes and updates. Additionally, ZoomInfo integrates directly with HubSpot, enabling seamless enrichment for your CRM and marketing automation platform.
Key features
ZoomInfo’s biggest draw is the size of the database and advanced search capabilities to find the information you need when you need it. The database has verified phone and email, which can increase your sales reps connect rates. Additionally, you can integrate directly with HubSpot and even install a Chrome extension.
Pricing
ZoomInfo uses a tiered pricing structure with several subscription levels, as well as a credit-based system to access specific information. Credit prices vary based on your subscription level. While no pricing information is offered on their website, we know that it tends to range toward the higher end of things.
Pros
By far the biggest advantage of using ZoomInfo is the size and diversity of their database. In some ways, there’s probably more information than you know what to do with. Additionally, ZoomInfo is constantly updating their database to maintain their accuracy and relevance.
Cons
ZoomInfo’s biggest drawback is its high price point and lack of a free trial. Compared with HubSpot’s built-in enrichment features, you may not save much money in the end. Some users also claim the platform has a steep learning curve, as well as some errors within the data.
4. LinkedIn Sales Navigator
LinkedIn Sales Navigator offers sales reps greater insights into their prospects who are active on the LinkedIn platform, enabling them to connect with and engage more potential customers.
Key features
LinkedIn Sales Navigator offers advanced search filters so you can build hyper-targeted prospect lists of platform users, Additionally, you get a certain quota of InMail credits, which enable you to direct message users who aren’t in your network. Additional features include weekly reports, persona-building tools, custom lead recommendations, and more.
Pricing
LinkedIn Sales Navigator starts at $79 per month and goes up to $135 per month. Depending on your pricing tier, you get a set number of InMail messages, searches, and visibility within the organization.
Pros
LinkedIn Sales Navigator is absolutely necessary if you want to use LinkedIn for sales prospecting. The typical user faces hard caps on searches, cold outreach, and often has limited visibility into other profiles. With Sales Nav, you remove virtually all of these restrictions.
Cons
LinkedIn Sales Nav is priced per user, which adds up if you have a large sales team. Additionally, there is no CSV export functionality, nor can you feed that data into your CRM. Additionally, most LinkedIn data is based on user-generated information, which means it can be less reliable than a verified database.
5. Hublead
If you have a LinkedIn Sales Navigator and need to get that data into HubSpot, Hublead helps you make that connection. This platform not only enriches HubSpot records with LinkedIn data and conversations, but enables you to make changes to HubSpot directly from LinkedIn.
Key features
Hublead effortlessly syncs LinkedIn and HubSpot data, eliminating hours of manual tasks from your sales team. You can easily filter records by HubSpot ABM categories (e.g. Decision Makers, Champions, Budget Holders), send LinkedIn records to HubSpot in a single click, and gain insights into your LinkedIn sales performance.
Pricing
Hublead’s pricing ranges from free to $60 per month, depending on which pricing tier you choose and whether you bill annually or monthly. Importing LinkedIn contacts to HubSpot requires the Professional tier or higher, which starts at $30 per month.
Pros
The biggest pro for Hublead is the specific problem it solves: integrating LinkedIn Sales Navigator with HubSpot. As a point solution, it seems to function pretty well.
Cons
Using Hublead to integrate HubSpot and LinkedIn Sales Navigator increases the complexity of your tech stack. The more point solutions you string together, the more brittle and error-prone your whole system becomes.
Additionally, Hublead has all the same cons of LinkedIn Sales Navigator data, including the inherent weaknesses of self-reported account data.
6. Store Leads
As the name suggests, Store Leads offers a comprehensive database of e-commerce businesses (around 4.5 million total companies). These leads have been vetted and validated, making it an excellent starting point for B2B e-commerce sellers.
Key features
In addition to its niche database with dozens of attributes for each company and weekly updates, Store Leads easily imports this data into any CRM, including HubSpot. Additionally, the platform includes an advanced search feature that makes it easy to run complex queries, create lists, or set up alerts for some buyer intent signals.
Pricing
Store Lead’s pricing starts at $75 per month with basic search features. To export data, you need to upgrade to the $250 per month plan. For full HubSpot integration, you’ll need the $950 per month plan.
Pros
Store Lead’s biggest pro is its niche focus on e-commerce businesses. Additionally, its seamless integration with HubSpot is a big draw.
Cons
The pricing may be a little too high for smaller businesses. Additionally, Store Leads is built specifically for B2B companies selling to e-commerce brands, and isn’t very useful for other use cases. Plus, the platform requires regular data updates; any lapse will result in your information becoming quickly outdated.
7. Cognism
For companies who need European market data, Cognism is the unquestioned top choice. Their database is 100% GDPR and CCPA compliant and boasts high standards of security.
Key features
Cognism provides a comprehensive international database that covers EMEA, NAM, and APAC and is fully compliant with GDPR & CCPA. Their rigorous email and mobile phone validation standards ensure the reliability and accuracy of their data. Additionally, Cognism features seamless integration with HubSpot from both their web platform and chrome extension.
Pricing
There is no public pricing data available on Cognism’s website.
Pros
Given the rigid compliance requirements within the EU, there’s a certain peace of mind that comes with a data source specializing in those data. Additionally, the range of integrations Cognism offers enables you to use it as an enrichment tool across your tech stack—not just with HubSpot.
Cons
The biggest downside to Cognism is that it’s a point solution. It works well as an add-on to your HubSpot capabilities, but has no other automation or workflow features beyond that.
8. Clay
Clay is a data enrichment platform built primarily for the RevOps and growth use case. Their enrichment data can be deployed for CRM enrichment, inbound and outbound marketing, intent data acquisition, and similar use cases. Additionally, the platform leverages AI to enable personalized outreach at scale.
Key features
Clay’s deep bench of demographic information includes industry data, firmographics, tech stack usage, funding, contact data, and more. Additionally, the platform can format data to fit custom parameters, making it easy to import data into HubSpot without much issue. The AI outreach feature is also something that makes Clay stand out from the other platforms on this list.
Pricing
Clay offers a multi-tiered pricing system, ranging from free to $720 per month (plus custom enterprise rates). For the features needed for seamless integration with HubSpot, you’ll probably need the Explorer tier ($349 per month) or higher. Additionally, Clay implements a pricing-based system to regulate data access.
Pros
For teams managing high data volumes, Clay can be a good fit. The platform enables a good deal of customization, as well as a cost-effective, pay-as-you-go pricing system. Additionally, the software sports 100+ integrations, making it relatively easy to integrate into your RevOps tech stack.
Cons
The biggest drawback of Clay is the complexity of the platform and steep learning curve. Additionally, the platform is a point solution and relies extensively on integrations with individual tech stack components to function.
9. BuiltWith
For SaaS and tech companies, BuiltWith is a must-have. Input a URL, and you’ll see which tools were used to build that website. This valuable intel can help you position your own product in opposition to their current stack, potentially making it an easier sell.
Key features
BuiltWith’s core feature is the website profiler, which can identify the tools used to build those websites (hence the name). These include analytics, advertising, website hosting, and more. Additionally, BuiltWith enables you to build a list of companies that use specific technologies and their spend, which can be helpful when you’re targeting a competitor.
Pricing
BuildWith pricing starts with a free account, but you can add paid plans on a monthly or annual basis.
Pros
BuiltWith fills a specific need for tech companies’ CRM data and can significantly improve the overall sales process. The platform also includes a predictive leads feature, where BuiltWith analyzes contact technology trends and, from that data, makes predictions about which technologies the contact is likely to switch to in the future.
Cons
BuiltWith is expensive, which can cause some challenges for smaller businesses. Considering that the data BuiltWith provides is fairly niche, it may not be worth the investment. Additionally, the interface isn’t the best, and may not be accessible for many technical uses. There are also some integration concerns, as you may need to deploy developer resources to seamlessly integrate with the rest of your stack.
10. Datagma
Datagma is a B2B-specific data enrichment platform that can not only automatically enrich your CRM, but also provides its own data interface, complete with search filters and real-time updates.
Key features
Datagma provides up to 75 data points per contact and associated company, including standard contact information, social media information, website insights, and more. Because the platform updates in real time, Datagma boasts access to all the most current contact information, including automated job change detection. The platform also offers a seamless integration with your CRM and marketing automation platforms (including HubSpot).
Pricing
Datagma uses a hybrid pricing model. They use a credit-based system for mobile phone access, but emails are offered on a flat-rate per month. A tiered pricing model determines how many email addresses you can access per month. Pricing ranges from free to $55 per month, plus a custom enterprise pricing option.
Pros
Datagma has a reputation for high data quality and validation rates, plus their extensive list of verified mobile phone numbers. The sheer size of the database makes it easy to scale up to enterprise-level needs. Additionally, many users find the user interface intuitive and easy to search for specific data.
Cons
Datagma claims to add three million new verified contacts to their database daily. The sheer volume of data can be overwhelming for many uses, especially smaller companies.
11. Demandbase
Demandbase is one of the leading Account-Based Marketing (ABM) platforms, leveraging AI-powered account targeting, cross-channel promotion tools, and in-depth data and analytics to enable strategic outreach to high-value prospects. Because of its deep bench of data, Demandbase can be a helpful addition to HubSpot’s own ABM capabilities.
Key features
Demandbase’s key features include robust account intelligence, combining firmographic, technographic, intent data, and more to build detailed account profiles. Built-in AI-powered predictive analytics can help you identify contacts that align with your ICP, then engage in personalized outreach across various channels and generate detailed reports.
Pricing
Demandbase is expensive. Although there’s no pricing available on their website, expect to spend upwards of $15,000 per year if you have fewer than 200 users, and as high as $100,000 per year or more depending on your team size.
Pros
The biggest pro to using Demandbase is the depth and accuracy of their data. This can be a serious value-add when building out your HubSpot capabilities. Additionally, the scope of the database makes it highly scalable, which can be good for fast-growing companies.
Cons
Demandbase is built specifically for the ABM use case. Its niche focus means it isn’t a good fit for everyone. Plus, the platform itself is complex and has a steep learning curve, and the cost is prohibitive for many small and medium-sized businesses.
12. 6sense Revenue AI
Without a doubt, the most formidable competitor to Demandbase is 6sense. Although this platform is undoubtedly the most comprehensive and advanced suite of ABM tools on the market, for now we’ll focus specifically on their Revenue AI feature, as it’s the most relevant for data enrichment.
Key features
6sense offers a proprietary AI engine—Revenue AI—that analyzes their vast database and can identify high-value accounts based on your ICPs. These data include intent data, dark funnel insights, detailed demographics and firmographics, and more.
Pricing
6Sense does not provide public pricing data on their website. But our intel tells us that it tends toward the higher end.
Pros
6sense’s comprehensive database combined with their deep AI-powered insights can be critical when targeting high-value, enterprise-level accounts. Additionally, their seamless integration with CRMs like HubSpot make it a good alternative to HubSpot’s built-in lead enrichment tools.
Cons
Like Demandbase, 6sense is expensive. If you use the full feature set, it can be inaccessible for smaller orgs. Additionally, the platform is complex, and the more advanced features like Revenue AI could have a steep learning curve. There’s also an extended implementation time before you’ll be fully up and running.
How to automate HubSpot lead enrichment with Default
Enriching your HubSpot contact and company records is only Step One. Whether you use HubSpot Insights, Breeze Intelligence, or one of the alternatives listed above, that data will be worthless unless you act on it.
When you integrate Default + HubSpot, you can level-up your RevOps workflows and take full advantage of your powerful new data:
- Use Default’s enrichment data and lead qualification features to build on HubSpot’s AI-powered predictive lead scoring feature
- Use Default’s lead routing + calendar features to book meetings faster, and use HubSpot to automate follow-up and nurture emails from both sales and marketing
- Use Default to route meetings to the ideal sales reps using a variety of custom lead distribution rules, and use HubSpot to provide that rep with a 360-picture of the prospect once it’s been assigned to them
These are just a few examples of how you can integrate the unique benefits of both HubSpot and Default for outsized results. To see more examples of this, set up a demo with our sales team.
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HubSpot lead enrichment FAQs
Does HubSpot provide data enrichment?
Yes, HubSpot provides data enrichment. You can enrich company records for no extra charge through HubSpot Insights, or use Breeze Intelligence's credit-based system to enrich both contacts and companies.
What are the drawbacks of HubSpot’s built-in lead enrichment tool?
The biggest drawback of HubSpot Insights is the fact that it’s limited to company-level enrichment. The biggest drawback of Breeze Intelligence is the fact that you can inadvertently use too many credits if you have a high volume of new contacts and companies coming into your database.
What are the five major stages of lead management in HubSpot?
HubSpot lead management has five stages: 1) Subscribers are those who have opted into receiving communications from your company. 2) Leads have provided information through a form or interaction, 3) Marketing qualified leads (MQLs) have demonstrated enough interest to be passed to sales. 4) Sales qualified leads (SQLs) have a high enough potential to convert into a customer to merit direct outreach. 5) Customers have completed a purchase.
Final thoughts on HubSpot lead enrichment
HubSpot lead enrichment is a critical component of inbound sales, enabling faster and more accurate qualification, better lead-to-account matching, more personalized outreach, and more. This is true regardless of whether you use HubSpot’s built-in enrichment capabilities or supplement them with a third-party solution.
If you want a platform that can enhance HubSpot’s enrichment capabilities and level-up your scheduling, routing, and automation workflows, get started with Default today.
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Conclusion
Former pro Olympic athlete turned growth marketer! Previously worked at Chili Piper and co-founded my own company before joining Default two years ago.
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