Breeze Intelligence is HubSpot's data enrichment and buyer intent product, launched at INBOUND 2024 and built on Clearbit, which HubSpot acquired. It supports personalization at scale by filling in contact and company properties, showing which companies are active and on which topics, and shortening forms so you ask fewer questions while still capturing data.
HubSpot's help docs now describe these features as data enrichment, buyer intent and form shortening.
Checked against HubSpot's knowledge base on October 19, 2026.
What is Breeze Intelligence?
Breeze Intelligence is a HubSpot product with three features: data enrichment, buyer intent and form shortening. It is not a custom automation framework or a strategic layer built on top of your portal. You configure enrichment in HubSpot's settings and use buyer intent under Marketing > Buyer Intent.
Personalization at scale depends on data. If job title, industry or company size is blank, a token has nothing to say. Breeze Intelligence works on that data; what you say with it is still your team's call.
How does data enrichment power personalization?
Data enrichment fills in and keeps current property values on contact and company records. HubSpot matches contacts on first name, last name and work email, and matches companies on company domain. The data comes from HubSpot's commercial dataset, third-party providers and public web information.
The properties it fills include job title, industry and company size. HubSpot documents these uses for enriched data:
- Personalization tokens
- Workflows
- Campaigns
- Lead scoring
- Form shortening
HubSpot's lead scoring tool can also build fit scores from property values such as job title or company size, which are the kind of values enrichment fills.
You can enrich in five ways: automatic enrichment of new records, continuous enrichment of existing records, individual record enrichment, bulk enrichment, and the Intelligence tab on a record. Data enrichment does not consume HubSpot Credits, although smart properties do.
How does buyer intent help you match outreach to interest?
Buyer intent works at the company level and has two parts:
- Visitor intent: the HubSpot tracking code collects website visits and matches them to companies. Companies that meet your intent criteria, for example visits to specific pages, show visitor intent.
- Research intent: surfaces companies researching topics you choose across the web, beyond your own site.
You find it under Marketing > Buyer Intent. There you can filter companies by timeframe, visitor intent, country, target market, segment and more, save views, auto-add companies to CRM records, static segments or workflows, exclude companies or domains, and add the Buyer Intent card to company records.
Enrichment tells you who you are talking to; intent tells you what they care about now. If a company is researching a topic you track, lead with that topic. If it keeps returning to one page, your follow-up can address what that page covers.
Adding new companies and tracking their intent signals use HubSpot Credits. Filtering by segment and excluding companies do not. Viewing more than 20 companies per view needs a Starter, Professional or Enterprise subscription.
How does form shortening capture data with fewer questions?
Form shortening first shows only the Email field. HubSpot then checks enrichment data and existing CRM data and hides the fields enrichment can fill. If no enrichment data is available, all fields are shown.
Visitors get a shorter form while your records still get the properties your tokens rely on. It works only with forms built in the updated form editor, not legacy forms, and conditional logic and redirects are not supported with enriched properties. Since September 3, 2025, form shortening does not use HubSpot Credits.
How do you set up Breeze Intelligence for personalization?
These steps follow HubSpot's enrichment settings article.
- Confirm access. Enrichment is available on Marketing Hub, Sales Hub, Service Hub, Data Hub and Content Hub on Starter, Professional or Enterprise, and on Smart CRM and Revenue Hub on Professional or Enterprise. Some features need seats. A Super Admin configures the settings and grants "Data enrichment access" under Settings > Users & Teams > Edit permissions > Data Management.
- Open the settings. Go to Settings (gear icon) > Data Management > Data Enrichment. Automatic enrichment is off by default, and there are settings for both contacts and companies. Decide on "Automatically enrich new records" and "Continuously enrich existing records", which updates enriched records monthly when new data is available.
- Test eligibility first. HubSpot recommends testing record eligibility before enriching.
- Map fields and choose overwrite rules. On the Mapping tab, pick the HubSpot property for each enrichment field and one of three rules: "Fill empty values only", "Fill empty values and overwrite existing values", or "Do not fill any values". Mapping changes apply only to future enrichment.
- Know where those rules do not apply. Conversational enrichment and the workflow "Enrich record" action can overwrite values regardless of the rule. The "Overwrite incorrect enrichment values" setting works only with continuous enrichment on, and it does not overwrite values set manually, by workflows or by integrations.
- Match custom dropdown options. If you map into a custom dropdown property, its option labels must exactly match the internal names. Copy the options from the Industry property with Load options > From property.
- Respect opt-outs. Contacts who opt out of enrichment get an "enrichment opt out" label, and Super Admins are notified. Check for that label before you rely on enriched values in messaging to those contacts.
- Set up buyer intent. Define a target market and intent criteria, install the HubSpot tracking code and confirm it fires, add your site domains, and consider a cookie consent banner. Super Admins assign the Buyer Intent and Data Enrichment permissions.
- Check the data before it reaches a token. Review the Activity tab, which logs enrichment events (automatic and continuous events are grouped in 3-hour blocks). Spot-check a sample of records, and write every personalized line so it still reads well when a field is empty.
What Breeze Intelligence does not do
- It does not forecast, run predictive analytics or predict churn.
- It does not calculate ROI or attribution.
- It has no custom scoring engine and no processing logic you configure.
- It does not calculate deal scores. Those are a Sales Hub feature.
- It does not overwrite existing data unless you overwrite it manually or turn on the overwrite setting.
- Turning enrichment off does not remove data already added; it only stops future enrichment.
- Form shortening does not work on legacy forms.
Bringing it together
Personalization at scale comes down to accurate properties, a clear read on what each account is researching, and forms that skip what you already know. Breeze Intelligence supplies the data; your settings decide whether it is safe to put in front of a customer. INSIDEA can help you set up enrichment settings, property mapping, scoring and buyer intent workflows as part of its HubSpot services.
How INSIDEA works
