Breeze Intelligence supports a growing HubSpot CRM by filling in and keeping current the property values on contact and company records, and by surfacing companies that show buying intent. It is not a logic engine you code: it is HubSpot's data enrichment and buyer intent product, and you turn on enrichment in your account settings and run buyer intent from Marketing > Buyer Intent.
Checked against HubSpot's knowledge base on October 19, 2026.
HubSpot launched Breeze Intelligence at INBOUND 2024 with three features: data enrichment, buyer intent and form shortening. It is built on Clearbit, which HubSpot acquired. HubSpot's help docs now describe these features as data enrichment, buyer intent and form shortening.
What does Breeze Intelligence enrichment do?
Data enrichment fills in and keeps current property values on contact and company records, such as job title, industry and company size. HubSpot matches contacts on first name, last name and work email, and companies on company domain. The data comes from HubSpot's commercial dataset, third-party providers and public web information.
HubSpot documents enriched data being used in form shortening, lead scoring, campaigns, personalization tokens and workflows, all of which depend on those fields being filled in.
Enrichment is available on Marketing Hub, Sales Hub, Service Hub, Data Hub and Content Hub at Starter, Professional or Enterprise, and on Smart CRM and Revenue Hub at Professional or Enterprise. Some features need seats. See HubSpot's data enrichment overview.
How do you keep enrichment running as the CRM grows?
Besides individual record enrichment, bulk enrichment and the Intelligence tab on a record, three options on the Settings tab under Settings > Data Management > Data Enrichment do most of the work for a growing database:
- Automatically enrich new records: off by default, with settings for both contacts and companies.
- Continuously enrich existing records: updates previously enriched records monthly when new data is available.
- Automatically enrich recently engaged contacts and companies.
The tab also has "Opt out of free company name enrichment" and "Overwrite incorrect enrichment values," which only works with continuous enrichment on and never overwrites values set manually, by workflows or by integrations. See HubSpot's enrichment settings guide.
How do mapping rules protect existing data?
Existing data is kept unless you overwrite it manually or turn on the overwrite setting. On the Mapping tab, you choose, for each enrichment field, the HubSpot property it writes to and one of three rules:
- Fill empty values only
- Fill empty values and overwrite existing values
- Do not fill any values
A sensible start is "Fill empty values only" for fields your team maintains by hand, and "Do not fill any values" for fields another system owns.
Custom dropdown properties need option labels that exactly match the internal names. Copy the options from the Industry property with Load options > From property.
Who should control enrichment settings?
A Super Admin configures enrichment settings and grants access under Settings > Users & Teams > Edit permissions > Data Management > "Data enrichment access."
How do you audit what enrichment changed?
The Activity tab logs enrichment events with the timestamp, source, user, records, type and details. Automatic and continuous enrichment events are grouped in 3-hour blocks, so expect batches rather than one line per record.
Contacts who opt out of enrichment get an "enrichment opt out" label, and Super Admins are notified.
What does Breeze Intelligence cost in HubSpot Credits?
- Data enrichment does not consume HubSpot Credits. Smart properties do.
- Form shortening has not used HubSpot Credits since September 3, 2025.
- In buyer intent, 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 buyer intent view needs a Starter, Professional or Enterprise subscription.
How does buyer intent add new accounts in a controlled way?
Visitor intent uses the HubSpot tracking code to match website visits to companies that meet your intent criteria, such as visits to specific pages. Research intent surfaces companies researching topics you choose across the web, beyond your own site.
Under Marketing > Buyer Intent, you can filter by timeframe, visitor intent, traffic source, country, page views, domain, target market, segment and CRM status, save views, and exclude companies or domains. You can then add companies manually or in bulk, or auto-add them to CRM records, static segments or workflows. Since adding new companies uses credits, review a saved view by hand before switching on auto-add. See HubSpot's buyer intent guide.
Step-by-step setup
- Confirm your subscription includes data enrichment.
- As a Super Admin, grant "Data enrichment access" to the people who will manage it.
- Test record eligibility before enriching, as HubSpot recommends.
- In Settings > Data Management > Data Enrichment, set up the Mapping tab first: a property and overwrite rule per field.
- On the Settings tab, turn on "Automatically enrich new records" for contacts and companies.
- Turn on continuous enrichment, then decide on the overwrite and recently engaged options.
- Review the Activity tab after the first batches run.
- For buyer intent, set up a target market and intent criteria, install the HubSpot tracking code and confirm it fires, add your site domains, consider a cookie consent banner, and have a Super Admin assign Buyer Intent and Data Enrichment permissions.
- Save a filtered view under Marketing > Buyer Intent and add the Buyer Intent card to company records before turning on auto-add.
Common setup mistakes
- Expecting old records to update after a mapping change. Mapping changes apply only to future enrichment.
- Assuming the workflow "Enrich record" action or conversational enrichment follows your overwrite rules. Both can overwrite regardless of the rule.
- Expecting "Overwrite incorrect enrichment values" to work without continuous enrichment, or to correct values a rep, workflow or integration set. It does neither.
- Skipping exact label matching on custom dropdowns.
- Assuming that turning enrichment off removes enriched data. It stops future enrichment only.
- Assuming automatic enrichment is already running. It is off by default.
- Launching buyer intent before confirming the tracking code fires.
What it does not do
Breeze Intelligence has no forecasting model, predictive analytics layer, churn prediction, ROI calculation, attribution or custom scoring engine, no processing logic to configure, and no API key or outside framework.
Deal scores are a Sales Hub feature, not part of Breeze Intelligence; enrichment can improve the company data around a deal but does not calculate the score. Lead scores are built in HubSpot's lead scoring tool, where enrichment-filled properties such as industry, company size and job title are the kind of values fit scores use.
Getting it set up
Breeze Intelligence is HubSpot's product, and its value depends on mapping rules, permissions and audit habits set before volume arrives. INSIDEA, an Elite HubSpot Partner, can help set up enrichment settings, property mapping, scoring and buyer intent workflows through managed HubSpot operations.
How INSIDEA works
