The Power of Enriched Data in HubSpot: Why AccountScout is a Game-Changer

All right, let’s get real for a second. You ever find yourself browsing the internet, stumbling on something interesting, and thinking, "I should look into that later"? Then suddenly, that same thing starts popping up everywhere—meetings, LinkedIn, conversations. At some point, you realize, "Okay, I need to dig into this." That’s exactly what happened with me and AccountScout. I kept hearing about it, seeing the chatter in the HubSpot community, and finally, I had to get the scoop straight from the source.

And let me tell you, if you’re using HubSpot and you care about the quality of your data (which, spoiler alert, you should), this conversation is one you don’t want to miss. Let’s take a step back and break it all down—the problem, the consequences, and how AccountScout provides the solution. But more importantly, we’ll explore how you can put this tool to work in your business right now to drive real results. But more importantly, we’ll talk about how you can actually use this tool to create more opportunities, improve operational efficiency, and drive accurate results in your business.

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The Problem: What’s Missing in HubSpot’s Data?

HubSpot has long had something called Company Insights, which automatically enriched company records with key data points—things like company name, logo, industry, and more. But that’s changing. As of March 27th, that free data enrichment feature is disappearing.

So what does that mean?

• Your company records in HubSpot might suddenly feel incomplete.
• If you’re relying on HubSpot’s auto-enrichment, you could be missing key details.
• Worse, your data could get messy, which impacts marketing, sales, and decision-making.

Imagine this scenario: You’ve got a prospect in your pipeline, and your sales team is ready to engage. But wait—the company name is missing, their industry isn’t listed, and there’s no data on revenue or employee count. Now, instead of focusing on strategy, your reps are manually looking up details, slowing everything down. Not only is this frustrating, but it’s also inefficient and costly in the long run.

Let’s be real—company names shouldn’t be a problem in 2024. Yet, without automatic enrichment, businesses are forced to spend valuable time manually entering and verifying details. This slows down processes, increases the chance of errors, and creates inconsistencies across teams. Accurate company names might seem like a small detail, but they serve as the foundation for segmentation, personalization, and sales efficiency. Without them, everything else suffers. But without an automatic way to keep records up to date, businesses relying on HubSpot are at risk of losing a crucial edge.

The Consequences: Incomplete Data = Bad Decisions

If your company data isn’t enriched, you’re flying blind. Let’s talk about what that really means:

1. Poor ICP Targeting: If you don’t have complete data, how do you know if you’re talking to the right businesses? Segmentation, lead scoring, and marketing campaigns suffer when data is missing or outdated.
2. Inefficient Sales Outreach: Sales reps waste time researching information that should already be available in HubSpot. The longer it takes to verify details, the slower the sales cycle.
3. Inaccurate Reporting: How can you analyze your customer base if your data is full of gaps? Business intelligence and forecasting rely on accurate, structured data.
4. Ineffective Personalization: Imagine running a campaign targeting businesses in Milwaukee… but half your records don’t have a location. The power of personalization is lost when your data isn’t complete.
5. Missed Opportunities: If a high-value prospect lands in your CRM but isn’t properly enriched, they might not get routed to the right sales rep. That’s lost revenue potential.

And here’s the kicker—data hygiene isn’t just about what you’re missing. Outdated or incorrect information can actively harm your business decisions, leading to wasted budget, lower conversion rates, and frustrated teams.

The Solution: Enter AccountScout

This is where AccountScout comes in. Built specifically to address the gaps left by HubSpot’s Company Insights phase-out, AccountScout enriches 22 company data points directly inside HubSpot. We’re talking about crucial properties like:

• Company size (number of employees)
• Annual revenue
• Industry classification
• Location and headquarters details
• Public vs. private company status

And here’s the mic-drop moment: AccountScout is free. Unlike other enrichment tools that charge premium prices for access to similar data, AccountScout offers a direct replacement for HubSpot’s Company Insights at no cost, making it an obvious choice for businesses looking to maintain high-quality data without additional expenses. That’s right. Free.

For those who’ve used other data enrichment tools, you know this kind of data typically comes with a hefty price tag. AccountScout’s goal is to provide a direct replacement for HubSpot’s Company Insights without forcing you into an expensive contract.

How AccountScout Works

The setup? Simple. AccountScout integrates directly with HubSpot and updates company records automatically. Whenever you create a new company, the system pulls enriched data, ensuring your records are complete from the start. You can also manually refresh existing records.

Unlike some enrichment tools that rely solely on pre-built databases, AccountScout combines multiple data sources, including publicly available information, ensuring accuracy and freshness. And because it integrates natively with HubSpot, there’s zero configuration needed—it just works.

Practical Application: How to Use Enriched Data in HubSpot

Before we dive into the details, let’s talk about why enriched data matters. With accurate, complete company records, you can streamline sales processes, improve targeting, and eliminate wasted effort on unqualified leads. So, what does this actually look like in your day-to-day HubSpot workflow? Here’s how you can leverage AccountScout’s enriched data:

1. Better ICP Definition
   • Build active lists in HubSpot using enriched properties.
   • Segment companies based on size, revenue, or industry.
   • Focus on the right accounts instead of chasing unqualified leads.
2. Smarter Sales Prospecting
   • Prioritize outreach based on company growth indicators.
   • Auto-fill company details in sales workflows.
   • Identify which accounts match your best customers.
3. Location-Based Marketing Campaigns
   • Target businesses in specific geographic regions.
   • Personalize email campaigns with relevant location-based messaging.
4. Operational Efficiency
   • Pre-fill quotes and invoices with accurate company data.
   • Reduce manual research time for your sales and marketing teams.
5. Sales and Marketing Alignment
   • Ensure marketing is feeding sales the right leads.
   • Improve handoff processes with complete and accurate company data.

The Future: AI & Data Enrichment

Looking ahead, AI is going to play a bigger role in company data enrichment. With advancements in machine learning and natural language processing, AI can analyze vast datasets to identify trends, predict company growth, and even suggest the best ways to engage potential customers. Expect AI-driven enrichment tools to go beyond static data, providing real-time updates, sentiment analysis, and contextual insights that help businesses make better decisions faster. As AI continues to evolve, we’ll see a shift from basic data completion to intelligent, predictive insights that enhance marketing, sales, and customer experience strategies. With tools like Breez and AI-driven data gathering, we’ll see even more intelligent, real-time insights tailored to your business. AccountScout is already positioned to evolve in this direction, making data not just more available, but more actionable.

The One Thing You Should Do Today

If you take away just one thing from this conversation, let it be this: Go build an ICP list in HubSpot.

Even if you don’t use AccountScout yet, take stock of your company data. Ask yourself:

• Who are we actually selling to?
• What do our best customers have in common?
• What key data points are missing from our records?

Once you’ve got that clarity, AccountScout is here to fill in the gaps.

Ready to level up your HubSpot data? Sign up for AccountScout at accountscout.app. Your future self will thank you. At the end of the day, better data leads to better decisions. Whether you’re a marketer, a sales leader, or a HubSpot power user, enriched data isn’t just nice to have—it’s essential. And now, thanks to AccountScout, it’s also free. So why wouldn’t you use it?

Until next time, remember to be a happy, helpful, humble human. And of course, keep doing that happy HubSpotting along the way!