UAE/GCC
Every marketer and sales leader knows the pain of dealing with messy data, duplicate records, incomplete company profiles, and outdated contact information.
HubSpot’s new Breeze Intelligence is designed to fix that with its AI Agents. With the HubSpot Data Agent, your CRM can now research, enrich, and update records automatically, helping your teams move faster and make smarter decisions based on accurate data.
How does Breeze work inside HubSpot? What are some real-world use cases? Here’s what you need to know about HubSpot’s Data Agent.
What is the HubSpot Data Agent and how does it work?
The HubSpot Data Agent is an AI-powered research and enrichment tool designed to automatically gather and update your CRM data. It can analyse company records, call transcripts, public web data, and CRM properties, creating "smart properties" that auto-update in your HubSpot account.
Leveraging models like OpenAI, Claude, and Stable Diffusion, the Data Agent generates insights and automates data enrichment processes, enhancing your CRM records with relevant, external information. HubSpot has also built-in safeguards that allow users to set monthly credit limits, preventing overspending and providing better control over costs.
With seamless integration into other HubSpot features, such as workflows, lead scoring, and intent tracking, the Data Agent makes HubSpot a truly comprehensive platform for managing the entire customer lifecycle. By connecting enrichment tools with sales, marketing, and service functionalities, HubSpot enables businesses to take action on enriched data across all touchpoints, enabling more effective, data-driven marketing and sales strategies.
Cost and credits: How the HubSpot Data Agent is priced
The HubSpot Data Agent is available to businesses with the following HubSpot subscriptions and includes monthly HubSpot credits that are used for data enrichment and AI-powered automation.
| HubSpot subscription | Subscription level | Included credits per month | Credit usage |
| Marketing Hub, Sales Hub, Service Hub, Content Hub | Starter | 500 credits | 1 credit = $0.01 |
| Professional | 3,000 credits | ||
| Enterprise | 5,000 credits | ||
| Data Hub, Customer Platform | Starter | 500 credits | |
| Professional | 5,000 credits | ||
| Enterprise | 10,000 credits |
How the credits work
For every Data Agent prompt, 10 credits are consumed when generating responses for one record. Each HubSpot credit is worth $0.01. The number of credits you receive depends on your subscription level, as outlined above. These credits are renewed monthly and can be monitored directly in your HubSpot account settings.
The use cases of the HubSpot Data Agent
Here are two use cases for data agents within HubSpot:
Data Agents assessing churn risk
The HubSpot Data Agent can be used to assess churn risk by analysing call transcripts and client interactions stored within HubSpot.
How it works
Integrating the Data Agent with call transcript data (from platforms such as Zoom, Google Meet, or Teams) can help flag conversations or interactions that indicate dissatisfaction, frustration, or signals that a client may be considering a competitor. The Data Agent scans these transcripts for keywords, sentiment, and specific phrases that typically correlate with churn risk, such as repeated complaints, negative feedback, or unmet expectations.
Outcome
Using the Data Agent to proactively scan and analyse these interactions, you can identify clients who are showing early signs of churn. If a client repeatedly mentions delayed service, unresolved issues, or competitive offerings, these insights automatically trigger alerts within the CRM.
Identifying overseas offices (Smart properties for data enrichment)
For many companies, identifying potential partners or clients with international operations is key to targeting the right leads. At Oxygen, we used the HubSpot Data Agent to automatically enrich the company records by verifying whether Chinese manufacturers have overseas offices. This type of data enrichment is particularly valuable for businesses seeking to expand their global reach, as companies with international operations often have distinct business needs, varying regulatory requirements, and unique market challenges.
How it works
The Data Agent scans company profiles and gathers external data from public sources, identifying whether a company has a presence in foreign countries. We set up a smart property within HubSpot, which uses the Data Agent to automatically check and update records based on specific criteria, such as international office locations. The data enrichment process is continuous and automatic, ensuring that our CRM remains up-to-date without needing manual intervention.
Outcome
The Data Agent performs the search process across various databases and websites in a fraction of the time, eliminating the need for sales and research teams to manually search for information. With this enriched data, we segmented our prospect list more effectively, focusing on international manufacturers who are more likely to be interested in expanding their services to other regions.
Best practices for using Data Agents in HubSpot
To get the most out of the HubSpot Data Agent, it’s essential to approach its use with a strategic mindset. Whether you’re aiming to automate data enrichment, enhance lead qualification, or improve customer retention, implementing the Data Agent requires a thoughtful process.
Start with a business challenge
Before diving into the features of the HubSpot Data Agent, identify the specific business problem you want to solve. Whether it’s bad quality data, lead qualification, or churn risk, defining your challenge and understanding where your data struggles lie helps ensure that the Data Agent is used purposefully.
Prepare high-quality data inputs
For the HubSpot Data Agent to function optimally, ensure that your CRM data is clean, organised, and contextual. Poor or incomplete databases will lead to inaccurate enrichment results. Properly structured call transcripts, company records, and contact data are essential to ensure the Data Agent provides valuable insights and enriches the data correctly.
Combine agents to maximise effectiveness
The true power of the HubSpot Data Agent lies in its integration with other Breeze agents, such as the Customer Agent or Prospecting Agent. You can create full-funnel automation that spans from lead generation to customer retention.
FAQs about Data Agents on HubSpot
Pros
- Automated data enrichment: The Data Agent automatically enriches company and contact records by pulling in relevant external data (like office locations, funding rounds, etc.), saving significant time by eliminating manual data research, ensuring your CRM is always up to date.
- Seamless integration with HubSpot tools: The Data Agent integrates perfectly with HubSpot workflows, lead scoring, and buyer intent signals, allowing you to automatically act on enriched data. This streamlines your processes, ensuring a more efficient workflow.
Cons
- Credit usage and costs: The Data Agent consumes Breeze credits, which can quickly add up if you're enriching large datasets. Without careful management, this can result in unexpected costs, particularly for businesses that handle a high volume of records.
- Limited object support: The Data Agent currently only supports enriching company and contact records. It cannot update other HubSpot objects, such as deals or custom objects, which can be limiting for businesses that require data across all objects in their CRM.
- B2B SaaS: Enrich company records with product usage or funding data.
- Manufacturing: Identify overseas branches and supply-chain signals.
- Education: Track alumni or partner institution expansions.
- Finance: Automate due diligence and market research.
- Professional services: Detect churn risk or cross-sell opportunities from call transcripts.
The HubSpot Data Agent operates using Breeze credits, which are included in your subscription based on the HubSpot Hub plan you have.
Marketing Hub, Sales Hub, Service Hub, Content Hub:
- Starter: 500 credits per month
- Professional: 3,000 credits per month
- Enterprise: 5,000 credits per month
Data Hub, Customer Platform:
- Starter: 500 credits per month
- Professional: 3,000 credits per month
- Enterprise: 10,000 credits per month
Credits are replenished monthly, but unused credits expire at the end of each usage period and do not roll over to the next month. If you exceed your monthly Breeze credits, you can purchase additional credits. 1 credit = $0.01.
For every Data Agent prompt, 10 credits are consumed when generating responses for one record.
Driving growth and efficiency with HubSpot’s data agent
Using HubSpot’s Data Agent to automate data enrichment helps teams save time, improve lead qualification, and make smarter, data-driven decisions. Whether you're detecting churn risks or identifying global business opportunities, the Data Agent streamlines workflows and provides actionable insights. With the right strategy, you can maximise its potential to boost efficiency and drive growth, making HubSpot an even more comprehensive platform for managing the entire customer lifecycle.
About HubSpot User Groups (HUGs)
HubSpot User Groups (HUGs) are community-driven events where HubSpot users come together to share best practices, explore new features, and learn from real-world use cases. Hosted by HubSpot Solutions Partners and community leaders, HUGs are designed to help businesses get more value from the HubSpot platform.
This blog is based on our HUG China session: ‘Agents & Assistants That Actually Work: Inbound 25 Updates’. During the live session, we explored how HubSpot’s latest AI tools, such as Breeze Agents, Breeze Studio, and Breeze Assistant transforming the way teams work in the CRM.
Watch the full recording here:
You can join HUG China to stay updated on future events and join our LinkedIn group to continue the discussion with peers and experts.
By joining the HUG community, you’ll gain access to upcoming sessions, practical demos, and strategic insights tailored to HubSpot users in the region.
%201.webp)
