How to Use Hubspot Data Enrichment Effectively

Hubspot data enrichment helps you automatically populate CRM records with richer, more accurate information, so your teams can work faster and make better decisions.

This guide explains how data enrichment works, how to enable and use enriched properties, and how to manage enriched content in your CRM records step-by-step.

What Is Hubspot Data Enrichment?

Data enrichment is the process of adding extra details to your existing contact, company, deal, ticket, and custom object records. Instead of manually entering every property, your CRM can pull standardized values from a connected database.

In Hubspot, enrichment can come from:

• Data synced from other Hubspot tools and objects
• Information imported from spreadsheets or integrations
• Values set by workflows or automation rules
• Default values defined at the property level

The goal is to keep your database complete, consistent, and easier to segment or report on.

How Hubspot Enriched Properties Work

When a property is enriched, the value is stored in the record just like any other property value, but it was filled based on configured rules or imported data instead of direct user entry.

Common examples include:

• Company size or industry on company records
• Lifecycle stage or lead status on contacts
• Priority or category on tickets
• Custom object attributes that depend on external data

You can create or edit these properties in your settings and then determine how they are populated through forms, imports, workflows, or integrations.

Setting Up Properties for Hubspot Enrichment

Before you can scale enrichment, you need well-structured properties. Follow these steps to prepare your CRM for consistent data.

Step 1: Review Existing CRM Properties

1. Open your CRM settings and navigate to the properties area.
2. Filter by object type, such as contacts, companies, deals, or tickets.
3. Identify critical properties that are often blank or inconsistent.
4. Decide which should be enriched using external or standardized values.

Focus on properties you frequently use in segmentation, reporting, or automation.

Step 2: Create New Custom Properties

1. Click to create a new property for the correct object.
2. Choose a clear label and internal name.
3. Select the best field type (single-line text, dropdown, number, date, etc.).
4. Define options for dropdown or multiple-checkbox properties to keep data consistent.

Well-planned properties make later Hubspot enrichment easier and more reliable.

Step 3: Configure Default and Calculated Values

For many properties, you can reduce manual work by defining how values should be set:

• Use default values where most records share the same starting data.
• Use calculated properties where values can be derived from other fields.
• Use workflows to set or update properties when certain conditions are met.

These methods ensure that new records are enriched consistently as they enter your CRM.

Managing Hubspot Repeater Fields for Enriched Data

Hubspot supports advanced field types that can store structured, repeatable groups of data. These are especially useful when you need multiple sets of related values inside a single record.

Understanding Repeater Fields

A repeater is a field type that lets you store an array of sub-fields on one object. For example, a single custom object record could contain multiple line items, each with its own name, quantity, and value.

Each group of sub-fields is called a row, and you can add multiple rows to capture complex information without creating separate records for every minor detail.

Use Cases for Hubspot Repeater Fields

• Tracking multiple services or products linked to one engagement
• Capturing several locations or offices under one company record
• Storing multiple contacts or stakeholders on a custom object
• Recording several milestones or stages within a single project record

Repeater fields provide structured, repeatable data that is still easy to manage and display in your CRM.

Creating and Editing Repeater Fields

1. Navigate to the object where you want to store repeated data.
2. Create a new property and select a repeater-compatible field type when available.
3. Define the sub-fields inside the repeater, such as text, number, or date fields.
4. Save your configuration and add the property to your record layouts.

Once configured, users can add or remove rows directly on the record, keeping enrichment flexible and structured.

Viewing and Updating Enriched Records in Hubspot

After you set up properties, workflows, and repeaters, you need a clear way to view and edit all the enriched information inside your CRM records.

Working with Individual Records

When you open a contact, company, or other record, you can:

• See enriched properties in the left-hand sidebar or main layout
• Edit values inline to correct or override enrichment
• View timelines, associations, and activities alongside enriched data
• Use quick filters to highlight records with missing or incomplete fields

Ensure your layout surfaces the most important enriched fields at the top of the record so teams can act quickly.

Bulk Updating Enriched Data

To clean up or update many records at once, you can:

• Use the index pages for contacts, companies, or other objects
• Filter records based on enriched properties (for example, industry or lifecycle stage)
• Apply bulk edits to selected records
• Use imports to overwrite or append property values as needed

This is helpful when you refine your enrichment strategy and need to align older records with new standards.

Best Practices for Reliable Hubspot Enrichment

To keep your data clean, accurate, and actionable over time, follow these recommended practices.

Standardize Property Definitions

• Use consistent naming conventions for properties and options.
• Limit free-text fields where possible and prefer dropdowns.
• Document how and when each key property should be used.

Clear standards reduce conflicting values and make reporting more accurate.

Align Teams Around Data Usage

• Train users on which enriched fields are most important.
• Explain how data enrichment powers automation and reporting.
• Set guidelines for overriding enriched values manually.

When teams understand why fields matter, they are more likely to maintain high-quality data.

Monitor Data Quality Over Time

• Run regular reports to find empty or inconsistent properties.
• Refine workflows and imports that populate your data.
• Retire unused fields to reduce clutter.

Ongoing governance keeps enrichment aligned with your current business processes.

Further Resources for Hubspot Data Enrichment

If you want the original product documentation, you can review the official guide on data enrichment directly in the Hubspot knowledge base at this page.

For help building a broader CRM and data strategy, you can also explore expert consulting services at Consultevo.

By structuring your properties, using repeater fields where appropriate, and maintaining ongoing data quality, you can turn Hubspot enrichment into a reliable engine for insights, automation, and growth.

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