How to Enrich HubSpot Records with UK Company Data

HubSpot is excellent at capturing leads. It is less excellent at telling you anything useful about them. A form fill gives you a name, email, and maybe a company name. Everything else - company size, industry, job seniority, phone number, financial health - has to come from somewhere else.

That somewhere else is data enrichment: the process of adding missing information to your existing records from external sources. For UK B2B teams, three sources cover the majority of enrichment needs: Companies House, LinkedIn, and email verification services.

What to Enrich and Why

Not every field deserves enrichment effort. Focus on the fields that drive segmentation, routing, scoring, and outreach decisions.

High-priority enrichment targets:

• Company size (employees): Drives ICP qualification and deal sizing. Without it, you cannot segment by company size - one of the most fundamental B2B filters
• Industry: Drives vertical targeting and content personalisation. A generic "technology" label is less useful than a specific SIC code mapping
• Job title and seniority: Drives lead scoring and routing. A marketing coordinator and a CMO at the same company require very different sales approaches
• Phone number: Enables multi-channel outreach. Email-only outreach leaves significant conversion potential on the table
• Company revenue: Drives deal sizing and prioritisation. Available for many UK companies through filed accounts
• Email verification status: Not enrichment in the traditional sense, but verifying existing email addresses prevents bounce damage and improves campaign metrics

Step 1: Prepare Your HubSpot Properties

Before enriching, ensure your HubSpot instance has the right properties to receive the data.

Custom properties to create:

• Companies House Number: Single-line text. The unique registration number from Companies House. This becomes your primary key for UK company data
• SIC Code: Single-line text. The primary SIC code from Companies House
• SIC Description: Single-line text. The human-readable description of the SIC code
• Incorporation Date: Date picker. When the company was registered
• Email Verification Status: Dropdown: Valid, Invalid, Risky, Unknown
• Email Verified Date: Date picker. When the email was last verified
• Enrichment Source: Dropdown: Companies House, LinkedIn, Manual Research, Enrichment API
• Last Enriched Date: Date picker. When the record was last enriched

These properties serve double duty: they hold the enriched data and they create an audit trail showing where data came from and when it was last refreshed.

Step 2: Enrich Company Records from Companies House

Companies House is your first stop for UK company enrichment. It is free, authoritative, and comprehensive.

Process:

1. Export your HubSpot company records. Include Company Name, Domain, and any existing Companies House Number
2. For each company without a Companies House Number, search the Companies House API or web interface by company name. Match on name plus registered address or domain to confirm identity
3. For each matched company, pull: Companies House Number, SIC codes, incorporation date, registered address, latest accounts summary (turnover, net assets, employee count where available), and current directors
4. Format the data to match your HubSpot properties
5. Import back into HubSpot using "Update existing companies" - match on Company Name or Domain

Automation option: If you have development resources, the Companies House API integrates well with HubSpot's Operations Hub. A custom code workflow can auto-enrich new company records by looking up the company name in Companies House and populating the relevant fields. This eliminates manual enrichment for new records going forward.

Typical results: For a HubSpot database of UK companies, expect to match 70-85% of records to Companies House entries. The remainder will be sole traders (not registered), overseas companies, or companies with names too generic to match reliably.

Step 3: Enrich Contact Records from LinkedIn

LinkedIn is the most current source of professional data. Job titles, seniority, and company associations on LinkedIn are typically more up-to-date than any other source because professionals maintain their own profiles.

Process:

1. Export contacts that need enrichment. Focus on records missing job title, seniority, or phone number
2. Search LinkedIn (ideally via Sales Navigator) for each contact. Match on name plus company
3. Capture: current job title, seniority level, LinkedIn profile URL, and any direct contact information visible on their profile
4. Map job titles to your standardised Job Level and Job Function properties
5. Import updated records back into HubSpot

Scale considerations: Manual LinkedIn research is effective but time-consuming - expect 2-3 minutes per contact for a straightforward lookup, longer for ambiguous matches. For databases over 500 contacts, consider prioritising by lead score or deal value rather than enriching everything.

Compliance note: Scraping LinkedIn data programmatically violates their terms of service. Manual research and Sales Navigator exports are the compliant approaches. Third-party enrichment tools that source from LinkedIn operate in a grey area - evaluate their compliance posture before committing.

Step 4: Verify Email Addresses

Email verification is the final enrichment step and arguably the most important for outbound teams. An enriched record with an invalid email is useless for email outreach - and damaging if you send to it.

Process:

1. Export all contact email addresses from HubSpot
2. Run them through a verification service. NeverBounce, ZeroBounce, and Bouncer are all reliable options with HubSpot integrations
3. Import results back into HubSpot, populating Email Verification Status and Email Verified Date
4. Create a HubSpot list for contacts with Invalid status - exclude from all email campaigns
5. Create a list for Risky status - monitor but do not exclude immediately

Cost: Verification typically costs £0.003-0.008 per email. For 10,000 contacts, budget £30-80. The ROI is immediate - every invalid email you do not send to protects your domain reputation and improves your deliverability metrics.

Ongoing cadence: Email addresses decay. Run verification quarterly for your active database and immediately before any large campaign send. Set HubSpot workflows to flag contacts whose Email Verified Date is older than 90 days for re-verification.

Step 5: Maintain Enrichment Over Time

Enrichment is not a one-time task. The data you enrich today will begin decaying immediately. Job titles change, companies grow or shrink, email addresses expire.

Maintenance cadence:

• Monthly: Enrich new records created in the past 30 days that have gaps in key fields
• Quarterly: Re-verify email addresses for active contacts. Re-check job titles for contacts in active deals
• Annually: Refresh Companies House data for all UK company records (accounts data updates annually at minimum)

HubSpot automation: Use workflows to identify records that need enrichment attention. A workflow triggered by "Last Enriched Date is more than 180 days ago" can add contacts to a list for re-enrichment review. Another workflow triggered by email bounce can update the verification status automatically.

For a comprehensive view of maintaining data quality beyond enrichment, see our guide to auditing your HubSpot CRM.

How many of your HubSpot contacts are missing the data you need to qualify and route them effectively?