Customer relationship management platform HubSpot announced that it has reached a definitive deal to buy Clearbit, a well-known provider of B2B data, in order to expand its vast data collection, which will support the company’s artificial intelligence capabilities. By making this change, HubSpot hopes to improve its customer intelligence and provide its clients with leading industry insights for growth. HubSpot combines native marketing, sales, and customer service engagement tools with first-party customer data. Over the past few years, it has gotten easier to collect company and contract data, but scaling businesses still find it difficult to analyze and use that data. HubSpot customers will find it easier to understand their data and derive actionable insights with the integration of Clearbit and HubSpot AI on a single platform.
Clearbit assists businesses in enhancing customer records. It uses more than a hundred firmographic, demographic, and technographic data points from public and private sources. These consist of crowdsourcing, corporate websites, and social media accounts. HubSpot will be able to use all of that data for its newly announced generative AI and predictive analysis services that it is offering to its clients by partnering with Clearbit. Large volumes of data will be needed for these new features in order to enhance performance and give users the most accurate information possible.
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The foundation of the HubSpot Customer Platform is based on real-time, unified data. HubSpot connects native marketing, sales, and customer service engagement tools with first-party customer data. Furthermore, it will become the go-to-market professionals’ primary source of truth. It will integrate rich third-party company data into its system of record as a result of the integration. HubSpot will be able to give front-office teams the most complete context about their customers and prospects. This will include tracking website visits to keeping an eye on a company’s recent announcements. The integration comes at a time when it’s crucial to identify best-fit customers and purchase intent.
Over 400,000 users, representing more than 20 companies, and 500 million decision-makers rely on Clearbit insights. It assists them to find high-fit prospects, determine purchase intent, and build effective customer relationships. Users will be able to direct engagements within HubSpot and gain insight into customer behavior outside of the platform and on the internet thanks to the data’s full integration. In light of this acquisition, HubSpot is committed to maintaining its high standards for security, privacy, transparency, and ethical data sourcing. Following completion, HubSpot will fully own Clearbit as a subsidiary. It will eventually be included as a service inside the HubSpot client portal.
Yamini Rangan, CEO of HubSpot said,
To cut through the noise with deep relevance, businesses need reliable, high-quality data about their customers. That means enriching your company’s internal customer data with real-time external context. Clearbit has made it its mission to collect rich and useful data about millions of companies. HubSpot’s AI-powered customer platform combined with Clearbit’s data will create a powerful, winning combination for our customers.
Matt Sornson, Co-Founder and CEO of Clearbit added,
Clearbit has always believed that data is fundamental to the best B2B go-to-market teams. By joining forces with HubSpot, the industry’s most loved B2B customer platform, we will unlock a whole new level of value for our customers and help all of B2B grow better.
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