Clearbit was acquired by HubSpot in 2023, changing how new customers access its data and enrichment capabilities. HubSpot subsequently incorporated Clearbit technology into its enrichment, buyer intent, and form-shortening workflows. Clearbit no longer offers new standalone subscriptions, although existing standalone customers continue to receive support.
The distinction matters when revenue teams evaluate data enrichment options. New buyers now need to consider Clearbit-derived capabilities within HubSpot, while legacy customers may still operate existing Clearbit products and integrations.
This review examines Clearbit's current role, its core data capabilities, and how its HubSpot-centered model compares with other approaches to GTM data.
Key Takeaways
- Clearbit was acquired by HubSpot in 2023, and new standalone subscriptions are no longer offered
- Existing Clearbit customers may continue using supported legacy products and integrations
- HubSpot now incorporates Clearbit-derived capabilities across enrichment, buyer intent, research intent, and form shortening
- Current HubSpot intent capabilities extend beyond website visitor identification
- Landbase provides a different access model through a dedicated CLI for audience creation, matching, enrichment, and dataset workflows
What is Clearbit?
Clearbit began as a standalone B2B data provider offering enrichment, visitor identification, prospecting, and API-based data access. HubSpot completed its acquisition of the company in 2023.
Clearbit technology now contributes to HubSpot's commercial data capabilities, including company and contact enrichment, buyer intent, research intent, and form shortening. Legacy Clearbit products and APIs remain relevant to existing customers.
The primary use case remains enrichment. Business data can be added to existing contact and company records to support segmentation, lead qualification, routing, reporting, and personalization.
Key Clearbit and HubSpot Data Capabilities
Current and legacy capabilities associated with Clearbit include:
- Contact and company enrichment
- Firmographic and technographic data
- Company-level website visitor identification
- Form shortening using available enrichment data
- Buyer and research intent signals
- Legacy APIs and integrations for existing Clearbit customers
Feature availability depends on whether an organization is using a legacy Clearbit product or HubSpot's current data tools.
Clearbit for Data Enrichment
Data enrichment remains central to Clearbit-derived workflows. Current HubSpot enrichment can add business information to company and contact records using commercial data, third-party providers, and publicly available information.
Records can be enriched individually or in bulk, while supported configurations can automatically enrich new records and update previously enriched properties.
Using Enriched CRM Data
Enriched data can support:
- Adding missing company and contact attributes
- Routing leads and accounts based on company characteristics
- Segmenting records using standardized firmographic data
- Providing additional inputs for scoring models
- Reducing manual account research
Form shortening provides another use case. When enrichment data is available, HubSpot can hide fields it can populate automatically, reducing the information visitors need to enter manually.
Coverage varies by record, property, and market. Teams comparing data enrichment tools should test representative records rather than relying only on provider-level database claims.
Clearbit for B2B Lead Generation
Clearbit historically supported lead generation through products such as Prospector and Reveal. New HubSpot users now work primarily through HubSpot's current enrichment, buyer intent, research intent, and CRM tools.
Relevant capabilities can include:
- Firmographic and technographic segmentation
- Company-level website visitor identification
- Buyer intent based on website activity
- Research intent signals
- Company and contact enrichment
Current HubSpot intent capabilities extend beyond legacy website visitor identification. Teams building prospect lists should therefore evaluate available data fields, coverage, search workflows, and downstream integrations rather than relying on older descriptions of Clearbit's product scope.
Website and Research Intent
Website visitor identification uses HubSpot tracking and company-identification methods to associate eligible traffic with organizations.
Research intent provides another signal by identifying companies researching selected topics within HubSpot's opted-in intent ecosystem.
These signals can support prioritization, but neither should be interpreted as proof that an account intends to purchase.
Clearbit for Lead Scoring
Enrichment data can contribute to lead-scoring models by adding information that is not captured directly through forms or first-party CRM activity.
Potential inputs include:
- Company size and industry
- Geography
- Job information
- Technology attributes
- Website activity
- Research or engagement signals
- Negative qualification criteria
The scoring logic depends on the surrounding CRM and marketing stack. Enrichment supplies additional data points rather than determining lead quality on its own.
Current AI qualification approaches provide another model by evaluating records against defined qualification criteria instead of relying exclusively on static point systems.
Using Enrichment Data in HubSpot
For new buyers, Clearbit-derived enrichment now sits inside HubSpot's CRM environment. Enriched properties can contribute to segmentation, automation, qualification, and scoring where the relevant HubSpot features are available.
Existing Clearbit customers using other CRMs may retain supported legacy integrations. New Salesforce or other non-HubSpot users should not assume those standalone Clearbit integrations remain available for new purchase.
Clearbit in the B2B Data Market
The B2B data market includes standalone databases, enrichment providers, CRM-native data products, intent platforms, and technical GTM data systems.
Evaluating Clearbit now requires distinguishing between legacy Clearbit products and HubSpot's current data features.
Evaluating Data Coverage and Quality
Relevant criteria include:
- Coverage within the target market
- Availability of required contact and company properties
- Match rates for existing CRM records
- Data-update processes
- Intent and research-signal availability
- Geographic coverage
- Downstream integrations
Older Clearbit database-size and refresh claims should not automatically be applied to HubSpot's current commercial dataset.
The Clearbit alternatives market includes sales intelligence databases, enrichment specialists, CRM-native products, and AI-assisted GTM data platforms.
Clearbit for Personalization and Routing
Enrichment data can support downstream CRM and marketing workflows such as personalization, routing, segmentation, and form optimization.
Personalization With Enrichment Data
Potential applications include:
- Segmenting audiences by company characteristics
- Adapting campaigns using industry or company attributes
- Creating audiences from enriched CRM records
- Routing resources based on account characteristics
- Shortening forms when enrichment data is available
Form shortening should not be treated as unique to Clearbit or as a guarantee of improved conversion. Results depend on enrichment coverage, audience characteristics, and overall form design.
Using Enrichment Data for Lead Routing
Routing workflows can use fields such as:
- Company size
- Industry
- Location
- Job role or seniority
- Technology information
Intent and engagement signals can provide additional context. Teams evaluating broader buying signals should compare which signal categories each platform monitors and how those signals can be used in downstream workflows.
Integrating Clearbit
Clearbit's acquisition changed its integration model without immediately eliminating all legacy integrations.
New buyers are directed toward HubSpot's current data products, while existing Clearbit customers may retain supported standalone configurations.
Clearbit Integrations
Legacy Clearbit customers may still use configurations involving:
- Salesforce
- HubSpot
- API-based enrichment
- Clearbit Platform workflows
- Other previously configured integrations
These existing integrations do not mean that new standalone Clearbit subscriptions remain available.
Technical Considerations
Teams evaluating current options should consider:
- Whether they are an existing Clearbit customer or a new buyer
- Whether the required workflow is available through HubSpot
- Which enrichment properties are available
- How enrichment updates interact with existing CRM data
- Whether intent or automation features consume HubSpot Credits
- Whether legacy integrations fit the organization's long-term architecture
Technical teams comparing alternative access models can also review GTM data tools for Claude Code, where CLI, API, and structured-data workflows are considered.
Clearbit Reviews and User Experience
Clearbit currently has a 4.4 out of 5 rating from more than 600 reviews on its G2 review profile.
The rating requires context because reviews accumulated across different versions of Clearbit. Some describe legacy APIs, Salesforce integrations, Clearbit Platform, or other workflows that do not directly correspond to HubSpot's current data products.
Customer feedback should therefore be evaluated according to the specific Clearbit or HubSpot product being discussed rather than treated as evidence of current record-level accuracy.
Clearbit Pricing
Clearbit no longer offers new standalone subscriptions, making older published Clearbit pricing figures unsuitable for current purchasing decisions.
New customers are directed toward HubSpot's current data products.
Current Pricing Considerations
HubSpot's commercial model separates several related capabilities. Data enrichment is available with eligible HubSpot subscriptions, while certain intent, automation, and AI actions can require HubSpot Credits.
Total cost can therefore depend on:
- HubSpot product and subscription tier
- Seats
- Data-enrichment requirements
- Intent and signal usage
- Credit-consuming features
The Clearbit pricing analysis provides additional context on the transition from standalone Clearbit to HubSpot's current model.
Common Challenges and Limitations of Clearbit
The main considerations now relate to product availability, HubSpot integration, legacy contracts, and differences between historical Clearbit functionality and HubSpot's current data tools.
HubSpot Integration and Legacy Accounts
New standalone Clearbit subscriptions are no longer available. Existing customers may continue using supported legacy products and integrations.
The key distinction is:
- New buyers are directed toward HubSpot
- Existing customers may retain legacy Clearbit products
- Integration options depend on the customer's existing configuration
Non-HubSpot organizations therefore do not automatically need to migrate their CRM, but new buyers should confirm whether HubSpot's current commercial model fits their requirements.
Data Coverage and Quality
Teams should assess:
- Match rates for representative records
- Required property availability
- Geographic coverage
- Accuracy of enriched fields
- Update behavior
- Continuous-enrichment rules
No B2B enrichment provider should be evaluated solely on aggregate database figures.
Capability Scope
Current HubSpot capabilities extend beyond basic enrichment and visitor identification to include buyer intent, research intent, form shortening, and selected company or contact signals.
Different platforms still vary substantially in access model, dataset operations, enrichment methods, and technical workflow support.
When to Consider Clearbit Alternatives
Alternative platforms may be relevant when an organization's requirements do not align with the HubSpot-centered purchasing model or when another data architecture fits its workflows more closely.
Reasons to Compare Alternatives
Teams may evaluate other options when they require:
- A new B2B data product outside the HubSpot ecosystem
- A dedicated CLI or terminal-native interface
- Different market coverage
- Different matching or enrichment workflows
- More control over dataset processing
- A different pricing or usage model
- Specific signal categories
Evaluation should focus on workflow fit rather than assuming one architecture is universally better.
Relevant criteria include data coverage, match rates, enrichment depth, CRM compatibility, API or CLI access, structured outputs, pricing, and data-governance requirements.
The market includes databases, enrichment providers, intent platforms, and AI-powered GTM tools with different combinations of these capabilities.
Landbase as a Terminal-Native Alternative for GTM Data
Landbase provides a different interface for GTM data workflows. Its CLI operates inside AI-assisted environments such as Claude Code and Codex and uses the same underlying Landbase system as the web application.
This allows technical GTM teams to incorporate audience creation, matching, enrichment, dataset operations, and supported CRM actions into terminal-based workflows.
Key Landbase Capabilities
- Natural-language audience creation for describing target companies and contacts in plain language
- Terminal-native workflows through the Landbase CLI
- Company and person matching for reconciling existing records with Landbase data
- Batch enrichment for uploaded files and existing datasets
- Advanced dataset creation for requirements involving structured logic, calculations, or selected fields
- Structured outputs for scripts, notebooks, dashboards, and other downstream systems
- Supported CRM workflows involving HubSpot and Salesforce
- Buying signals covering events such as hiring, funding, leadership changes, and technology adoption
Landbase's matching and enrichment workflows allow teams to work from existing datasets rather than rebuilding audiences from scratch.
Its buying signals can also be incorporated when company changes are relevant to audience or prioritization workflows.
Where Landbase Fits
Landbase is most relevant when workflows involve:
- Claude Code, Codex, or other terminal-based environments
- Natural-language audience development
- Matching and enriching existing data
- Repeatable technical GTM processes
- Structured dataset preparation
- Supported CRM interactions
- Company buying signals
The main distinction is workflow architecture. HubSpot's Clearbit-derived capabilities are centered within its CRM and data environment, while Landbase provides a dedicated CLI alongside its web interface.
For technical revenue teams, GTM engineering provides additional context on using data, enrichment, CRM operations, and automation within repeatable workflows.
Frequently Asked Questions
How does Clearbit handle data privacy requirements such as GDPR and CCPA?
Privacy obligations depend on how an organization collects, enriches, processes, and uses personal information. GDPR and CCPA are legal frameworks rather than vendor certifications. Organizations should evaluate their obligations using the European Commission's GDPR data protection guidance and the California Attorney General's CCPA guidance, alongside applicable vendor contracts and data-processing terms.
Can Clearbit data be used for advertising audiences outside HubSpot?
Legacy Clearbit products historically supported advertising and audience workflows. New buyers should confirm which audience activation features are currently available through their HubSpot products and connected advertising accounts rather than assuming all historical Clearbit integrations remain available.
What happens to enriched data when moving away from HubSpot?
Enriched properties stored in HubSpot may be exportable where the applicable product features and contractual terms permit it. Continuous HubSpot enrichment would not automatically transfer to another CRM, so organizations planning a migration should confirm export rights and downstream data-use terms.
How does Clearbit's website visitor identification work?
Current HubSpot buyer intent uses website tracking and IP-based company identification to associate eligible traffic with organizations. The resulting activity is company-level; it does not necessarily identify the specific individual responsible for an anonymous visit.
Does Clearbit provide intent data?
Clearbit-derived capabilities within HubSpot now extend beyond legacy website visitor identification. Current HubSpot tools include website buyer intent, research intent, and selected company or contact signals. Describing the current offering as limited solely to website visits is therefore outdated.
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