HubSpot’s Smart Properties: The Future of Data Hygiene Just Landed

If you’ve ever found yourself hunting through incomplete CRM records, trying to guess who the decision maker is, or wondering if a lead actually matches your ICP, HubSpot’s new Smart Properties are about to change your life.

This feature, part of HubSpot’s newly improved Data Hub, takes a big step toward solving one of the most painful (and expensive) CRM problems: bad or missing data.

Let’s break down what Smart Properties are, how they work, and a few real use cases that actually make sense for small and mid-sized teams.

What Are Smart Properties?

In short, Smart Properties are AI-powered fields that automatically fill in missing data for Contacts or Companies.
They can pull information from:

• Your existing CRM data

• Call transcripts

• Public web data

And they can return structured results into normal property types: text, dropdowns, numbers, checkboxes, etc.

That means you can automate the grunt work of research and enrichment while improving accuracy and consistency across your CRM.

How Smart Properties Work

You create a Smart Property just like any other property in HubSpot (Settings > Data Management > Properties).
The difference is that you attach a prompt - a short instruction telling HubSpot what kind of data to look for or analyze.

You can run these enrichments:

• Manually (one record at a time)

• In bulk (via table view)

• Or through workflows (to automate enrichment at scale)

Keep in mind: Smart Property enrichment uses HubSpot Credits, so you’ll want to be selective about when and where you use them.

Don’t just create smart fields for fun; create them with a purpose that drives pipeline accuracy, segmentation, or reporting quality.

5 Real-World Smart Property Use Cases

Here’s where it gets good. Let’s look at five real use cases that show off how Smart Properties can be used across sales, marketing, and RevOps.

1. Lead Qualification & ICP Matching

Goal: Identify if a company fits your target customer profile.
Example Prompt:

“Determine whether this company has multiple physical office locations. Return Yes or No.”

Perfect for service-based businesses or B2B teams that depend on customers with physical offices.
This kind of auto-classification can be used in lead scoring or routing workflows to prioritize the right accounts.

2. Competitor Data Analysis

Goal: Detect what platforms or tools a company is using.
Example Prompt:

“Search the company’s website and public web data to identify if they use HubSpot, Salesforce, Shopify, or WordPress.”

That’s incredibly useful for sales teams trying to qualify prospects, identify churn risk, or track tech stacks for ABM targeting.

It’s also an easy way to enrich competitive intelligence directly inside your CRM, without another subscription.

3. Contact-Based Data from Call Transcripts

Goal: Automatically summarize key product mentions or next steps from recorded calls.
Example Prompt:

“List the products, services, or solutions discussed in the last recorded call.”

This one’s gold for sales enablement and coaching.
You can run this on recent call transcripts and use it to surface patterns in what’s being pitched, where risk cues appear, or which customers are ready for an upsell.

4. Marketing Contact Engagement Scoring

Goal: Measure engagement by individual contact.
Example Prompt:

“Calculate the open rate percentage based on marketing emails delivered and opened.”

This turns scattered marketing analytics into something useful at the contact level.
Imagine being able to sort or trigger workflows for contacts with a 75%+ open rate, that’s your hyper-engaged segment right there.
Or find low-engagement contacts before they go cold.

5. Decision Maker Identification

Goal: Flag companies missing decision-maker associations.
Example Prompt:

“Check if this company has any contacts labeled as ‘Decision Maker’. Return ‘Needs Review’ if none found.”

You can’t automate your way to knowing who makes the call, but you can automate the flag that tells your team to go find out.
This one keeps your deal data honest.  A simple but powerful RevOps automation for keeping account records complete.

Using Smart Properties in HubSpot

Once your Smart Properties are created, they show up just like any other property in HubSpot.
You can:

• Add them to your record layouts

• Use them in views, reports, and filters

• Bulk enrich records from the CRM table view

• Or build them directly into workflows for automated updates

That last part is where things really get powerful. Imagine a workflow that triggers when a new company is created, runs your ICP match Smart Property, and auto-routes the lead to the right sales rep.

When (and When Not) to Use Smart Properties

Smart Properties are powerful, but they aren’t free. Each use costs HubSpot credits, so think about ROI before automating.

Here’s the quick decision framework we use at Huntscape:

Use Smart Properties when:

• You’re enriching data you’ll actually use for scoring, routing, or reporting.

• The field adds measurable context to sales or marketing actions.

• You’d otherwise have a human doing manual research.

Skip Smart Properties when:

• The property is just “nice to have.”

• You’re not using the data downstream.

• You can already get the data from a free HubSpot integration (like Clearbit).

Bottom Line

HubSpot’s Smart Properties bring AI enrichment straight into your CRM, no extra tools, no messy integrations.
They’re practical, flexible, and when used with purpose, a real force multiplier for your RevOps foundation.

If you’re managing a CRM that’s missing key details or still running on gut feel instead of good data, this feature deserves your attention.

Just remember: Smart Properties don’t replace data strategy...they supercharge it.