HubSpot has completed the acquisition of Clearbit, a “data activation” platform provider for B2B businesses.
Clearbit bridges the CRM with more than 100 demographic, firmographic, and technographic data points – from public and private sources.
As a result, businesses gain a broader view of their addressable market.
Moreover, Clearbit offers brands the tools to activate that data by creating custom playbooks that pave yellow brick roads to various ideal customer subsets.
Speaking before the deal’s finalization, 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.
Indeed, 400,000 users leverage Clearbit’s data set – across 20 million businesses and 500 million decision-makers – to bolster the information in their CRM systems.
With this, brands can precisely target, tailor, and optimize their advertising and lead-gen efforts to discover and attract more ideal prospects.
It also helps to engage, organize, and capture more ideal customer profile (ICP) leads by allowing sales teams to customize content and conversations.
Lastly, it enriches and informs a brand’s go-to-market (GTM) with complete, consistent data to enhance lead scoring, spot what’s impacting the funnel, and accelerate sales.
Traditionally, businesses have had to use several tools to achieve all these outcomes – and stitching those together takes time. Clearbit removes a lot of that legwork.
Excited to bring all of these capabilities to HubSpot, Matt Sornson, Co-Founder and CEO of Clearbit, said: “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.
Already, the two companies have a history together, with Clearbit available on the HubSpot App Marketplace since 2019.
During this time, the HubSpot team has closely monitored how joint customers could track everything from website visits to business news announcements.
In doing so, HubSpot realized how it could provide front-office teams with new, comprehensive customer and prospect context to develop a more intelligent engagement strategy.
Now, HubSpot will begin to make Clearbit a native part of its customer platform.
Meanwhile – as it does so – the vendor has pledged to uphold high standards of responsible data privacy, security, sourcing, and transparency.
Elsewhere, HubSpot also announced a new partnership with TikTok to generate more CRM leads from social media.
That followed the CRM stalwart’s announcement of many new AI features at INBOUND 2023 for lead prioritization, customer service automation, and much more.
