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CRM Firm HubSpot Acquires B2B Intelligence Company Clearbit

Customer relationship management platform HubSpot is acquiring B2B intelligence firm Clearbit.

This move aims to enhance HubSpot’s customer intelligence capabilities and enable its clients to grow with industry-leading insights, HubSpot said in a Wednesday (Nov. 1) press release. 

HubSpot said its artificial intelligence (AI)-driven platform is built on real-time and unified data. By integrating first-party customer data with native marketing, sales and service engagement tools, HubSpot allows businesses to gain a comprehensive understanding of their customers, according to the release. With the addition of Clearbit, HubSpot will be able to incorporate rich third-party company data into its system. 

Clearbit uses over 100 firmographic, demographic and technographic data points from various public and private sources, the press release said. Its robust data, gathered from social profiles, company websites, crowdsourcing and more, helps businesses identify high-fit prospects, understand purchase intent, and effectively connect with customers. Over 400,000 users rely on Clearbit’s data across 20 million companies and 500 million decision-makers, per the release.

“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,” said Yamini Rangan, CEO of HubSpot. “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.”

Clearbit has been available to HubSpot customers since 2019 through the HubSpot App Marketplace. As part of the acquisition, HubSpot is upholding its standards of responsible data sourcing, transparency, privacy and security.

Upon completion of the transaction, Clearbit will become a wholly owned subsidiary of HubSpot and will eventually be integrated as an offering within HubSpot’s customer platform.

In February, Clearbit unveiled a new way for firms to control data usage across a large base of customers.

Its Powered by Clearbit program allows customers to provision application programming interface (API) keys, offer free data credits to their customers and enable them to buy additional data, PYMNTS reported at the time.

“Powered by Clearbit makes it easy to inform and personalize your products with best-in-class company intelligence, fast APIs and a cost-effective pricing model,” the firm said in the post earlier this year.