While data enrichment and buyer intent tools are not new, their integration within the CRM ecosystem has never been as seamless as HubSpot is now.
Alongside HubSpot’s AI offerings, Breeze Intelligence supercharges data natively, empowering both sales and marketing teams to make informed, strategic outreach decisions. With its foundation rooted in HubSpot’s acquisition of Clearbit, Breeze Intelligence not only enriches existing data but also provides actionable insights into visitor behavior.
Through three distinct enrichment functions, we pinpoint top use cases and why we’re excited about them.
Key Enrichment Features of Breeze Intelligence
- Buyer Intent. Aggregates web activity at the company level, even for unidentified visitors.
- Data Enrichment. Adds additional information to Contacts and Companies, including contact details, LinkedIn profiles, and more.
- Form Shortening. Reduces the form-fill experience when information is already available in the Breeze Intelligence database.
Prospect Companies Before Conversion
HubSpot’s Buyer Intent tool connects website visitors to companies, even without a form submission. While it doesn’t identify individuals, it aggregates web activity at the company level, providing insight into organizational interest.
Our Perspective:
Gaining insight into the companies visiting the site helps shape marketing efforts, even without filtering. Are we reaching the right audience? Is a new industry showing interest? Are competitors engaging with our content? The native integration of these insights within the CRM provides a holistic view that optimizes automation.
These company-level insights not only guide targeting and messaging—they also help bridge the gap between awareness and conversion. Learn more in our post on The Mid-Funnel Gap: Where Good Campaigns Go to Die.
Refine Target Markets and Intent
With over 200 million buyer profiles and companies in the Breeze Intelligence database, it’s essential to focus on the right prospects and filter out irrelevant traffic, such as internal or partner visits. By defining demographics like industry, size, and location, you can prioritize outreach.
Additionally, the Intent tool highlights specific pages visited by companies, helping to identify those further down the sales funnel.
Our Perspective:
Defining Target Markets and Intent keeps key attributes aligned across teams. This functionality enables universal, preset Saved Views, allowing for automated email digests that send visitor information directly to relevant teams. It also streamlines key functions through automation.
If aligning target markets and intent feels overwhelming, you're not alone—it's a challenge many teams face. Learn how we help organizations turn data into action on our digital experience services.
Keep Hot Leads Moving
With Saved Views, you can automate key actions like creating a Company record (if one doesn’t exist), adding to static lists, or triggering workflows based on filter criteria.
Our Perspective:
Timing is crucial when engaging prospects. With automated alerts and actions, companies showing high-intent characteristics can be fast-tracked to Sales. This reduces speed-to-lead time, enabling more efficient prospect management.
We've seen firsthand how automation can accelerate lead engagement and drive results. For example, our work with ORIGO Education involved implementing a HubSpot CRM and streamlining their sales process, leading to more efficient prospect management.
Learn more in our ORIGO Education case study.
Enrich Company and Contact Data Within HubSpot
Unlike third-party integrations, Breeze Intelligence is built directly into HubSpot, eliminating the need for syncing across multiple applications. This native integration ensures smoother, more efficient data enrichment.
Our Perspective:
Integrating this function into HubSpot simplifies tech stacks, saving time and money by removing the need for third-party vendors. For businesses new to data enrichment, this offers a convenient entry point. Additionally, native features like filtering enriched records and tracking enrichment in activity logs further streamline processes.
Ongoing data enrichment helps maintain a clean database by identifying duplicates and keeping information up to date. Integrating native data enrichment tools like Breeze Intelligence directly into HubSpot simplifies your tech stack and enhances CRM efficiency.
For more insights on optimizing your CRM strategy, explore our post on AI for the Enterprise: Start Small, Think Big.
Shorten Forms for All
Breeze Intelligence’s form-shortening feature dynamically adjusts form fields based on the known information. When a visitor enters their email, fields containing known data are removed, leaving only those that require new information. Once submitted, this information is added to the newly-created contact record.
Our Perspective:
Streamlining forms helps balance the need for information with the desire to avoid overwhelming visitors. By pre-filling known data, you increase the likelihood of form submission. Coupled with HubSpot’s new form editor, which supports pagination, this feature ensures a smoother user experience without form fields disappearing mid-submission.
Streamlining forms is a powerful way to enhance user experience and increase conversions. For example, our work with Vesper Medical involved creating a user-friendly website that simplified the patient journey and improved engagement.
Curious about bringing these functions to the forefront of your HubSpot instance – contact us today!
About the Experience Design Studio
The Experience Design Studio is an award-winning, digitally native customer experience agency founded in 2017 by two agency veterans, bringing their collective creative, user experience, marketing, technology, and healthcare expertise together.
XDS is a full-service digital agency providing strategy to creation, consulting, design, engineering, marketing, and analytics, with the aim of providing seamless DTC and B2B experiences across all digital touchpoints, with common sense sprinkled in.