Data Chronicles, What?
Welcome to the first installment of the Data Chronicles. This is a series of content that helps you get the most out of HubSpot's new data tools like Breeze, Data Hub, and more. We're dropping very regular insights that focus on, yes, you guess it - data.
Let's dive in with Part 1, which is all about FREE data enrichment.
Wait, HubSpot Has Free Enrichment?
Yes. Sort of. Kind of like how free samples at Costco are “free,” right? There’s a catch, and that catch is data scope and availability.
When a new contact enters your CRM and provides a business email address, HubSpot automatically tries to enrich their profile using publicly available data — and I’m talking stuff like:
-
First/Last Name
-
Job Title
-
LinkedIn profile
-
Company name and website
-
Company LinkedIn page
This enrichment costs zero credits. It’s automatic. It’s baked into the platform. It’s inbound-friendly. And frankly, it’s better than nothing if all you're looking for is lightweight CRM hygiene or a cleaner view of inbound submissions. And, it does the same for publicly available data based on the company web domain.
The tables outlined below show you what data is available for FREE enrichment on a paid HubSpot subscription. What isn't listed here that you seek to enrich will require Smart Properties or a third-party integration to enrich.
Contact-Level Enrichment
| Field |
Enriched by HubSpot (Free) |
Requires Apollo / Other |
Notes |
| First Name |
✅ Yes |
|
Comes in automatically with a business email |
| Last Name |
✅ Yes |
|
Same as above |
| Job Title |
✅ Yes |
|
Based on public data |
| City |
✅ Yes |
|
Geo IP or inferred from domain |
| State / Region |
✅ Yes |
|
Includes full and code |
| Country |
✅ Yes |
|
Country + country code |
| LinkedIn URL |
✅ Yes |
|
If public and indexed |
| Email bounce detected |
✅ Yes |
|
Native HubSpot signal |
| Employment Role |
✅ Yes |
|
e.g. "Marketing", "Sales", etc. |
| Employment Sub Role |
✅ Yes |
|
e.g. "Demand Gen", "RevOps" |
| Employment Seniority |
✅ Yes |
|
e.g. "VP", "Director", "C-Level" |
| Enrichment opt-out fields |
✅ Yes |
|
Tracks suppression preferences |
| Phone Number |
❌ No |
✅ Yes |
Needs Apollo, ZoomInfo, etc. |
| Email (verified/contact) |
❌ No |
✅ Yes |
HubSpot never enriches emails — even with credits |
| Social URLs (Twitter, GitHub, etc.) |
❌ No |
✅ Yes |
Apollo fills this gap |
| Photo URL |
❌ No |
✅ Yes |
Some enrichment tools will surface avatars |
Company-Level Enrichment
| Field |
Enriched by HubSpot (Free) |
Requires Apollo / Other |
Notes |
| Company Name |
✅ Yes |
|
Pulled from domain |
| Website URL |
✅ Yes |
|
Also triggers enrichment |
| Company Domain |
✅ Yes |
|
This is the “key” for enrichment |
| Industry / Group |
✅ Yes |
|
Broad (e.g. SaaS, CPG, etc.) and granular (sub-industries) |
| Description |
✅ Yes |
|
Basic boilerplate text |
| Revenue Range |
✅ Yes |
|
Tiered estimate, not exact numbers |
| Annual Revenue |
✅ Yes |
|
Often sourced from public databases (e.g. Crunchbase) |
| Number of Employees |
✅ Yes |
|
Real or estimated |
| Employee Range |
✅ Yes |
|
HubSpot uses its own buckets |
| Year Founded |
✅ Yes |
|
Based on public sources |
| Street Address / City / State / Country |
✅ Yes |
|
Includes postal codes, region codes |
| Is Public |
✅ Yes |
|
Whether company is publicly traded |
| LinkedIn Company Page |
✅ Yes |
|
Same for Twitter/X and Facebook |
| Facebook Company Page |
✅ Yes |
|
|
| LinkedIn Handle |
✅ Yes |
|
|
| X (Twitter) Handle |
✅ Yes |
|
|
| Company Keywords |
✅ Yes |
|
Tags like “ecommerce,” “machine learning” |
| Total Money Raised |
✅ Yes |
|
If available via Crunchbase-style sources
|
| Web Technologies |
✅ Yes |
|
Known stack data like CMS, chat, etc. |
| Phone Number |
✅ Yes (basic) |
✅ (for direct dials) |
HubSpot gives general line; Apollo gives direct numbers |
| Logo URL |
❌ No |
✅ Yes |
Apollo and Clearbit can add logos |
| Tech Install Details |
❌ No |
✅ Yes |
Detailed stack (e.g., Shopify + Klaviyo + ReCharge) |
| Blog / AngelList / GitHub URLs |
❌ No |
✅ Yes |
HubSpot doesn’t enrich these |
But. . . .
If you want real contact intelligence — like direct dial numbers, validated email addresses, social handles, employment history, or — the cool stuff — funding status or Alexa rankings — HubSpot’s not gonna help you there. That’s where Smart Properties and credits enter the chat (more on that in the next Data Chronicles).
What HubSpot Will Not Enrich (Even With Credits)
Now here’s the kicker. And this one confused the heck out of most of us the first time we looked into it:
💡 HubSpot will never enrich a contact’s email or phone number.
Like… ever. Even with credits.
Why? Well, because HubSpot is rooted in inbound. The ethos is: if a lead didn’t give you their email or number, you shouldn’t go buying it behind their back. Cue the privacy compliance crew applauding in the background.
If you need verified contact info — like Apollo-style enrichment for outbound campaigns — you're gonna need to plug in another source.
Apollo, for example, can enrich:
-
Direct email (like, tested deliverability kind of data)
-
Personal and work phone numbers
-
Employment history
-
Social URLs (Twitter, GitHub, etc.)
-
Org hierarchy
…and all the other juicy bits HubSpot just refuses to touch.
HubSpot will also rely on a verified business domain to enrich company data, which you can get via Research Intent or other data sources (more on that later in the Chronicles). So, if the company domain is not in HubSpot, it must be added to enrich the rest.
Turning on Data Enrichment
Get started today by following the steps in this HubSpot article or following along in this video.
Final Thoughts (a.k.a. Let Me Climb On My Soapbox)
If you're running any sort of ABM or outbound motion, relying solely on HubSpot’s enrichment is like trying to win a Formula 1 race in a Prius. It's smooth, it’s nice, it’s reliable — but it ain’t got the gas.
Use HubSpot to clean your inbound leads, trigger Smart Properties when it makes sense, and leave the big-game data hunting to Apollo. The combo is deadly when done right — clean handoffs from inbound to outbound, enriched context at every stage, and no wasted credits chasing ghosts.
And if you're already juggling this inside a Growth Ops motion with smart segmenting, lead scoring, and persona mapping baked in — well, you’re halfway to building your own little ABM death star.
Let the data fly, but make sure it’s the right data.
We'll dive into Smart Properties on the next installment of Data Chronicles. Stay tuned for more!
