A Deep Dive HubSpot’s Data Agent

In today’s fast-paced business world, data is everything. It’s the backbone of your marketing campaigns, sales strategies, and customer service efforts. But managing that data can often feel overwhelming with scattered records, incomplete profiles, and manual updates that eat away at valuable time.

Enter HubSpot’s Data Agent, a game-changing AI-powered tool designed to simplify and supercharge your data operations. In this blog, we’ll dive into what the Data Agent is, how to set it up, and explore its three core capabilities: Smart Properties, Smart Actions, and Smart Columns.

What is the Data Agent?

The Data Agent acts as your personal data operations professional inside HubSpot. Think of it as a smart assistant that understands your CRM and helps you clean, enrich, and manage data without lifting a finger.

Powered by Breeze AI, the Data Agent can:

• Automatically enrich your contact and company records using external sources like call transcripts, meeting notes, and public data.
• Create intelligent workflows to update and manage data in real-time.
• Provide clear, accurate views of your data to power reporting and decision-making.

In short, it ensures that your team always has clean, complete, and actionable data at their fingertips.

Core Features of the Data Agent

The Data Agent has three main pillars of functionality. Each one is designed to solve a common pain point in CRM data management.

1. Smart Properties: Enrich Your CRM Automatically

One of the most exciting features of the Data Agent is its ability to create Smart Properties. These are AI-powered custom fields that automatically fill in data using external sources and HubSpot records.

Why Smart Properties Matter:

Traditionally, teams rely on manual entry or third-party tools to gather key information about contacts and companies. This often leads to:

• Inconsistent data
• Incomplete records
• Wasted time on repetitive updates

Smart Properties solve this by automatically pulling in valuable data like:

• Subscription levels
• Number of employees at a company
• Key challenges or pain points

How to Create a Smart Property:

1. Go to your Properties settings in HubSpot.
2. Click Create Smart Property.
3. Either:
   • Build a property from scratch, or
   • Use a pre-built template, such as “Pain Points.”
4. Define the prompt that tells the Data Agent what information to capture.
   • Example: “Did the contact mention any specific challenges during a call or meeting?”
5. The Data Agent will scan call transcripts, meeting outcomes, and other connected data sources to populate the property.

Example Use Case:

Imagine you want to track common challenges your prospects face.

• Create a Smart Property called “Primary Pain Point.”
• The Data Agent automatically reviews call notes and fills in responses like:
  • “High patient no-show rates”
  • “Difficulty managing multi-location scheduling”
  • “Manual billing processes”

Now, every rep has context before they even hop on the next call.

2. Smart Actions: AI-Driven Workflow Automation

Smart Actions bring AI-driven decision-making directly into your workflows.

Within any HubSpot workflow, you can now add AI Data Prompts that let the Data Agent:

• Research specific information
• Enrich properties in real-time
• Automate repetitive data tasks

How It Works:

1. In your workflow editor, click Add Action.
2. Under the AI section, select Data Agent.
3. Choose between:
   • Custom Prompt: Give the Data Agent a specific instruction.
   • Data Agent Research: Let the AI find information for you automatically.

You’ll then specify:

• What information you want
  Example: Industry type of a company
• Where to pull the data from
  Example: Call transcripts or existing properties
• What format to return it in
  • String (text)
  • Number
  • Boolean (true/false)

Once set, the Data Agent automatically updates the record, keeping your CRM consistent and current.

Example Use Case:

Say you need to categorize prospects by industry for a new marketing campaign.

• Set up a workflow that triggers when a new company is added.
• Use the Data Agent to detect the company’s industry from website data and call notes.
• The property updates instantly, and the record is ready for segmentation.

3. Smart Columns: Advanced Reporting at Scale 

The final feature, Smart Columns, takes reporting to the next level.

HubSpot users often struggle with creating meaningful reports due to incomplete or siloed data. Smart Columns solve this by letting the Data Agent research and analyze large datasets, then generate columns filled with AI-driven insights.

Why This Matters:

• Streamline complex reporting without manual data prep.
• Create clean datasets for reporting dashboards.
• Enable data-backed decision-making with accurate, enriched information.

Example Use Case:

You want to track the top five challenges mentioned by prospects across hundreds of call recordings.

• Create a dataset using Smart Columns.
• The Data Agent automatically analyzes transcripts, identifies recurring pain points, and populates the column.
• Instantly, you have a report-ready dataset for leadership meetings.

Why the Data Agent is a Game-Changer

Here’s what makes the Data Agent truly transformative:

• Saves Time: Automates tedious manual updates.
• Improves Accuracy: Reduces human error in data entry.
• Enables Personalization: Gives sales and marketing teams deeper insights into customers.
• Enhances Reporting: Builds a reliable foundation for analytics and strategy.

No more hunting for information across disconnected systems - the Data Agent brings everything together seamlessly.

Final Thoughts

HubSpot’s Data Agent is more than just a shiny AI feature. It’s a strategic tool for scaling teams who want clean, actionable, and dynamic data without the headache of manual management.

By leveraging Smart Properties, Smart Actions, and Smart Columns, your team can spend less time wrestling with CRM admin work and more time driving growth.

If you’re ready to see the Data Agent in action:

1. Navigate to the Breeze Overview in HubSpot.
2. Add the Data Agent from the Marketplace.
3. Start experimenting with its features today.

Your future self (and your entire revenue team) will thank you.