Breeze Intelligence is HubSpot's data enrichment and buyer intent product, launched at INBOUND 2024 and built on Clearbit, which HubSpot acquired. It gives HubSpot users three features: data enrichment, buyer intent and form shortening; it is not a forecasting or predictive analytics tool.
*Checked against HubSpot's knowledge base on October 19, 2026.*
One naming note: HubSpot's help docs now describe these features as data enrichment, buyer intent and form shortening, and the current articles do not use the name "Breeze Intelligence". Search the knowledge base by feature name.
What does data enrichment do in HubSpot?
Data enrichment fills in and keeps current the property values on your 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.
Typical properties it fills include job title, industry and company size.
You can enrich records in five ways:
- Automatic enrichment of new records
- Continuous enrichment of existing records
- Individual record enrichment
- Bulk enrichment
- The Intelligence tab on a record
HubSpot documents enriched data for form shortening, lead scoring, campaigns, personalization tokens and workflows. See Get started with data enrichment.
What do you need to use data enrichment?
- Plans: Marketing Hub, Sales Hub, Service Hub, Data Hub and Content Hub on Starter, Professional or Enterprise; Smart CRM and Revenue Hub on Professional or Enterprise. Some features need seats.
- Credits: data enrichment does not consume HubSpot Credits. Smart properties do.
- Permissions: a Super Admin configures enrichment settings and grants "Data enrichment access" under Settings > Users & Teams > Edit permissions > Data Management.
Which enrichment settings should you check first?
Settings live under Settings (gear icon) > Data Management > Data Enrichment. Automatic enrichment is off by default, with separate settings for contacts and companies. HubSpot recommends testing record eligibility before you enrich.
On the Settings tab you can turn on automatic enrichment of new records, continuous enrichment of existing records (monthly updates when new data is available), and "Overwrite incorrect enrichment values". That overwrite option only works with continuous enrichment on, and it never overwrites values set manually, by workflows or by integrations.
On the Mapping tab you choose the HubSpot property for each enrichment field and an overwrite rule: "Fill empty values only", "Fill empty values and overwrite existing values", or "Do not fill any values". Mapping changes apply only to future enrichment. Note that conversational enrichment and the workflow "Enrich record" action can overwrite values regardless of the rule.
Two more details save cleanup later. Custom dropdown properties need option labels that exactly match the internal names. And existing data is kept unless you overwrite it manually or turn on the overwrite setting; turning enrichment off stops future enrichment but does not remove data already added. The Activity tab logs enrichment events. See Manage data enrichment settings.
What is buyer intent in HubSpot?
Buyer intent shows you which companies are showing interest, either on your website or across the web. You find it under Marketing > Buyer Intent.
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
Research intent surfaces companies researching topics you choose across the web, beyond your own site.
What does buyer intent need?
Before you use buyer intent, you set up a target market and intent criteria, install the HubSpot tracking code and confirm it fires, and add your site domains. HubSpot also suggests considering a cookie consent banner. Super Admins assign the Buyer Intent and Data Enrichment permissions.
Buyer intent is where credits come in. Adding new companies and tracking their intent signals use HubSpot Credits, while filtering by segment and excluding companies do not. Viewing more than 20 companies per view needs a Starter, Professional or Enterprise subscription.
Once it is running, you can filter companies (by timeframe, visitor intent, country, target market and more), save views, automatically add companies to CRM records, static segments or workflows, exclude companies or domains, and add the Buyer Intent card to company records. See Use buyer intent.
How does form shortening work?
Form shortening first shows only the Email field. HubSpot then checks enrichment data and existing CRM data, and hides any fields enrichment can fill. If no enrichment data is available, the visitor sees every field.
It works only with forms built in the updated form editor, not legacy forms. Conditional logic and redirects are not supported with enriched properties. Since September 3, 2025, form shortening does not use HubSpot Credits. See Use form shortening.
What Breeze Intelligence does not do
The name sounds predictive, but Breeze Intelligence does not include:
- A forecasting model or predictive analytics layer
- Churn prediction
- ROI calculation or attribution
- A custom scoring engine or processing logic you configure
What it does is make your records more complete and show you which companies are interested. That is valuable on its own, and it supports the scoring features covered next.
Where do HubSpot's scoring features live?
Deal scores
Deal scores are an AI-generated probability, shown as a percentage, that an open deal will be won. They are a Sales Hub feature, not part of Breeze Intelligence, and are available with Sales Hub Professional or Enterprise, or Smart CRM Professional or Enterprise. Key factors and score history need an assigned Sales Seat.
The score draws on deal properties, rep activity, buyer engagement (such as email opens, clicks and replies) and deal progression. You can add a Deal Score column to the deals table, sort by it, and hover to see key factors. The Deal score card on the record shows the score, top five factors and a trend.
HubSpot says scores are for information only, should not be the only factor in decisions, and may not always be accurate. Scores stop updating once a deal moves to a closed stage. Enrichment can improve the company data around a deal, but it is not what calculates the score. See Use deal scores.
Lead scoring
HubSpot's lead scoring tool, under Marketing > Lead Scoring > Create score, builds engagement scores from actions such as visits or email opens, fit scores from property values such as job title or company size, or combined scores. Available score types depend on your subscription, creating scores needs Lead Scoring edit permissions, and AI-built scores are Marketing Hub Enterprise.
This is the practical link to Breeze Intelligence: the properties enrichment fills, like industry, company size and job title, are the kind of values fit scores use. See Build lead scores.
Getting the setup right
The order matters. Decide your mapping and overwrite rules before you turn on automatic enrichment, set your target market before you lean on buyer intent, and then build fit scores on the cleaner data. If you want a hand with enrichment settings, property mapping, scoring or buyer intent workflows, INSIDEA, an Elite HubSpot Partner, can help set these up through its HubSpot services.
How INSIDEA works
