Clearbit (now part of HubSpot) is a real-time data enrichment platform that appends firmographic and contact data to leads the moment they hit your CRM or fill out a form. It is widely used to shorten forms, score inbound leads, and power personalised website experiences.
Product Overview
Clearbit's APIs enrich a contact record in milliseconds — useful for progressive profiling on web forms, real-time lead routing, and instant scoring. Its Reveal product identifies anonymous website visitors by company, enabling sales teams to engage warm accounts that haven't yet converted.
Key Features
- Enrichment API: Real-time enrichment of contacts and companies on form submission or CRM creation.
- Reveal: De-anonymises website visitors by company, showing which accounts are actively on your site.
- Form Shortening: Reduce form fields by auto-populating company data from just an email address.
- Lead Scoring: Score inbound leads based on enriched firmographic and behavioural data.
- Prospector: Build targeted prospect lists from Clearbit's contact database.
Best For
B2B SaaS and marketing teams that have strong inbound traffic and want to enrich, score, and route leads in real time — especially those on HubSpot.
Pricing
Now part of HubSpot — available as a native feature in certain HubSpot tiers, or as standalone API pricing for developers.
Key Integrations
HubSpot, Salesforce, Segment, Zapier, Marketo, Intercom
Pros
- Best-in-class real-time enrichment API
- Website visitor de-anonymisation
- Seamless HubSpot integration
Cons
- Expensive as standalone
- Database smaller than ZoomInfo
- Some EU data coverage gaps
RevOps Jobs-to-Be-Done
- Real-time lead enrichment on form fill — RevOps deploys Clearbit Enrichment to instantly append company size, industry, tech stack, and funding data to every new lead — enabling instant scoring and routing without waiting for SDR research. KPI: Reduce SDR research time per lead from 15 minutes to zero with instant enrichment
- ICP scoring and lead routing automation — Marketing Ops uses Clearbit firmographic data to score inbound leads against ICP criteria — automatically routing enterprise leads to senior AEs and SMB leads to self-serve or SDR pools. KPI: Increase enterprise MQL-to-meeting conversion by 35% with ICP-based instant routing
- TAM and market segmentation analysis — RevOps uses Clearbit Discover to size total addressable markets, identify all companies matching ICP criteria, and build targeted outbound prospect lists enriched with technographic data. KPI: Identify 3x more qualified accounts in TAM analysis vs. manual research
How It Fits Your Stack
Primary system of record: Salesforce or HubSpot
Key integrations: Salesforce, HubSpot, Marketo, Segment, Intercom, Zapier
Data flows: Clearbit enriches contacts and companies in real time as they enter your CRM or form. Enriched data (industry, headcount, funding, tech stack) populates CRM fields automatically. Clearbit Reveal identifies anonymous website visitors by company.
Security & Compliance
- SSO / SAML: Yes (SAML on Enterprise plan)
- RBAC / permissions: Yes
- Audit logs: No
- Certifications: SOC 2 Type II, GDPR
- Data residency: US
Implementation & Ownership
- Time to first value: Same day — API key + CRM integration in hours
- Implementation complexity: Low
- Typical owners: Marketing Operations, Revenue Operations
Now part of HubSpot (acquired 2023) — native HubSpot integration is simplest. Salesforce integration requires RevOps setup. Enrichment quality is excellent for US companies; international coverage more variable.
Proof & Buyer Signals
Ratings: 4.4/5 on G2 (600+ reviews)
What buyers praise:
- Fastest real-time enrichment — data appears on leads within seconds of form fill
- Technographic data quality is among the best in the market
- Reveal (website visitor identification) is uniquely valuable for intent-based outreach
Common complaints:
- International data quality (non-US companies) less reliable
- Direct dial phone number coverage is weaker than ZoomInfo
Often Compared With
- ZoomInfo — Choose ZoomInfo for direct dial numbers, intent data, and a broader database; choose Clearbit for the fastest real-time enrichment and best technographic data quality.
- Apollo.io — Choose Apollo for all-in-one prospecting + sequencing at lower cost; choose Clearbit for best-in-class real-time API enrichment integrated into CRM and forms.
- Lusha — Choose Lusha for affordable individual prospector licenses with browser extension; choose Clearbit for programmatic API enrichment at scale within your revenue stack.
