Data Enrichment in HubSpot with Only Assumptions and Workflows

Data Enrichment in HubSpot with Only Assumptions and Workflows
Photo by Austin Distel / Unsplash

Whether you like it or not, your company data is one of your most valuable assets. However, raw data often lacks the structure and clarity needed for effective decision-making. HubSpot's workflow and property management tools offer powerful solutions for data enrichment, enabling businesses to transform unstructured information into meaningful, segmentable data.

This article will explore practical data enrichment techniques that can immediately improve your contact and company data quality, segmentation capabilities, and overall marketing and sales effectiveness.

Property Mapping and Standardization Techniques

Country and Industry Property Enrichment

Country Property Standardization

Creating a standardized country property helps eliminate data inconsistencies that can plague contact segmentation efforts. Here's a workflow to map free-text country entries to a dropdown property:

  1. Create a new dropdown "Country" property in HubSpot at the contact level
  2. Set up a workflow with the following logic:
    • Trigger: Contact's country (text) property is updated
    • Actions:
      • If "United States" or "US" or "U.S." → Set Country dropdown to "United States"
      • If "United Kingdom" or "UK" or "U.K." → Set Country dropdown to "United Kingdom"
      • Add similar matching rules for other countries

This approach ensures consistent country representation, improving segmentation accuracy and reporting reliability.

Company Industry Property Propagation

Extend industry insights from the company to the contact level with a cross-object workflow:

  1. Ensure both company and contact have an "Industry" dropdown property
  2. Create a workflow with these steps:
    • Trigger: The company's industry is updated
    • Actions:
      • Copy the company industry to all associated contacts
      • Maintain this sync automatically for new and existing contacts

Job Title and Organizational Insights

Job Seniority Mapping

Transform varied job titles into standardized seniority levels using keyword matching:

Workflow Configuration:

  • Create a "Job Seniority" dropdown property
  • Set up workflow rules like:
    • Contains "Chief" or "President" → "Executive"
    • Contains "Director" → "Director"
    • Contains "Manager" or "Lead" → "Manager"
    • Contains "Specialist" or "Coordinator" → "Individual Contributor"
    • Default to "Other" for unmatched titles

Department Mapping

Automatically categorize contacts into departments based on job title keywords:

Workflow Steps:

  • Create a "Department" dropdown property
  • Implement matching logic:
    • Contains "Sales" → "Sales"
    • Contains "Marketing" → "Marketing"
    • Contains "Finance" or "Accounting" → "Finance"
    • Contains "Human Resources" or "HR" → "Human Resources"
    • Contains "IT" or "Technology" → "Information Technology"

Company Size and Market Segmentation

Target Market Property

Automatically classify companies into market segments based on employee count:

Workflow Configuration:

  • Create a "Target Market" dropdown property
  • Set classification rules:
    • 1-10 employees → "SMB"
    • 11-200 employees → "MM" (Mid-Market)
    • 201+ employees → "ENT" (Enterprise)

Conclusion

Data enrichment is not just a technical exercise—it's a strategic imperative for start-ups and scale-ups. By implementing these HubSpot workflows, you can:

  • Improve data quality and consistency
  • Enable more precise segmentation
  • Support more targeted marketing and sales efforts
  • Reduce manual data cleaning time

Remember, the key to successful data enrichment is continuous refinement. Regularly review and update your workflows to ensure they remain accurate and relevant.