HubSpot Product Update: Systematic Control of Enrichment Data

In 2026, customer data is no longer just “information”—it has become a strategic business asset. To support organizations that take data governance seriously, HubSpot has released a new HubSpot Product Update featuring Enrichment Property Mapping and Overwrite Controls.

This update is designed to solve a common challenge many businesses face when using data enrichment: data collisions, overwritten existing values, and a lack of control over which data sources should update which fields.

What Is Enrichment Data—and Why Is It the Core of Modern CRM?

Enrichment Data refers to additional customer information that is automatically populated from external data sources to make data in HubSpot more complete, deeper, and ready for use—without relying entirely on manual data entry by internal teams.

Instead of a CRM containing only basic details such as name, email, and phone number, enrichment data adds critical context such as job title, industry, company size, and country of operation. This allows businesses to understand their customers more quickly, even from the very first interaction.

For sales teams, enrichment data provides immediate visibility into who the customer is, their seniority level, and how best to approach them. For marketing teams, it enables more accurate segmentation and significantly improves personalization efforts.

However, enrichment data delivers real value only when it is managed properly. Many organizations that adopt data enrichment encounter issues where sales-entered data is automatically overwritten or data from multiple providers conflicts—reducing overall trust in CRM data instead of improving it.

This is precisely why HubSpot introduced Enrichment Property Mapping and Overwrite Controls.

What Is Enrichment Property Mapping?

Enrichment Property Mapping allows businesses to define exactly which HubSpot properties enrichment data should be written to. This capability is no longer limited to standard properties—enrichment fields can now be mapped flexibly to custom properties, across both Contacts and Companies.

Examples include:

• Job role data mapped to a company-specific custom property
• City or country stored in an “enriched city” field to avoid impacting sales-entered data

Overwrite Controls: Granular Control at the Property Level

A key highlight of this HubSpot Product Update is the ability to define overwrite rules at the individual property level, with three options:

• Fill empty values
  Populates data only when the property is empty—safest for preserving existing data.
• Fill empty values and overwrite existing values
  Allows enrichment data to overwrite current values—ideal for fields that require freshness.
• Do not fill any values
  Prevents enrichment from populating the property entirely.

These controls significantly reduce the risk of data collisions and data loss.

Why Does This Matter for Business Owners?

HubSpot clearly identifies that customers need:

• Flexibility in how enrichment data is used
• The ability to integrate multiple data providers without conflicts
• Strong data governance aligned with internal policies

For businesses using HubSpot as their primary customer platform, this update enables:

• Sales teams to trust that manually entered data will not be unintentionally overwritten
• Marketing teams to leverage enrichment data for more accurate segmentation
• Organizations to scale their systems without restructuring data models in the future

How to Get Started with Enrichment Property Mapping

1. Navigate to Settings > Data Enrichment > Mapping
2. Select the object (Contacts or Companies)
3. Map enrichment fields to the desired properties
4. Configure overwrite rules for each property
5. Changes are saved automatically and applied to all future enrichments

Who Has Access?

This HubSpot Product Update is available across all Hubs and all tiers, with no package limitations.

Reference: HubSpot. (2025). Enrichment property mapping and overwrite controls. Retrieved from https://app.hubspot.com/l/product-updates/?rollout=281905

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