HubSpot to Buy B2B Market Intell Firm Clearbit

In the US, CRM platform HubSpot has agreed to acquire B2B data provider Clearbit. HubSpot says the buy will allow it to bring rich third-party company data into its system.

HubSpot brings together first-party customer data with native marketing, sales and service engagement tools. Clearbit helps businesses enrich customer records using more than a hundred firmographic, demographic and 'technographic' data points from public and private sources including social profiles, company web sites and crowdsourcing. The firm's records include twenty million companies and 500 million decision-makers, and a year ago it launched a solution called Capture, to provide marketing teams with access to high-intent buyers.

Once the deal is completed, Clearbit will become a wholly owned subsidiary of HubSpot and eventually be integrated as an offering within its customer platform. Clearbit's technology, which has been available to HubSpot customers as part of the latter's App Marketplace since 2019, will add the ability to track web site visits, monitor companies' news announcements and offer front-office teams detailed context on their customers and prospects, including purchase intent indicators.

Yamini Rangan, CEO of HubSpot comments: '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'.

According to Matt Sornson, co-founder and CEO of Clearbit, joining forces with HubSpot, 'the industry's most loved B2B customer platform' will allow his firm to 'unlock a whole new level of value for its customers and help all of B2B grow better'.

The firms are online at www.hubspot.com and www.clearbit.com .