We take bad HubSpot data to the CRM Refinery and produce clean and actionable data with Clay.

CRM Refinery is a Clay agency designed to process and transform bad CRM data into usable, high-quality structured data that can empower your Sales, Marketing and RevOps teams.

Done-For-You HubSpot CRM Data Cleaning and Enrichment Services!

Fix - broken CRM Data and segment/structure your data better.

Enrich - company and contact info w/100+ data providers in the Clay marketplace.

Automate - company and contact research + Inbound lead scoring/workflows with AI and web scrapers.

Maintain - fresh and evergreen CRM data with on-going Clay enrichment workflows.

HubSpot CRM data your team can trust!

Custom Control of Your Data + Clean & Prevent Duplicates

Enrich your data with 100+ providers, or use Clay’s sophisticated AI research agent automatically go scrape data from the internet.

AI can automatically normalize or manipulate datasets and help you gain complete control over what enters your CRM.

Intercept and validate data before it enters your CRM, automatically preventing duplicate records from being created and saving your team hours of manual work.

Up to 2-3x your data coverage

No more overpriced contracts with legacy vendors that have data gaps and inaccuracies.

Boost data coverage and cut costs by up to 20x with Clay’s data marketplace. Anything from work emails, mobile numbers to company news, job openings and more.

Automate Research and Augment Data with AI

Categorize companies according to your specific industry definitions, segment accounts by by B2B or B2C, and more. Feel more confident than ever about the data in your CRM.

Save your sales team more than 70% of their weekly prospecting time manually conducting web research and automate manual research for faster and more accurate data for less cost with Clay’s AI research agent, “Claygent.”

Always-On CRM Enrichment

Ongoing maintenance prevents data decays that can occur in just a matter of months after doing bulk enrichment updates.

Clay can be connected directly into your HubSpot CRM for ongoing enrichment running in the back so your CRM data stays fresh and clean all year.

Boost phone connect rates 2-3x with SureConnect verified mobile data

Did you know? Your sales reps can waste over 65% of their time calling the wrong numbers.

CRM Refinery uses vendors like SureConnect in Clay to manually verify mobile numbers and increase your call rate by 2-3x on average.

Inbound Lead Enrichment

Enrich, qualify and route inbound leads automatically with Clay. Intercept inbound leads before they enter your CRM. Enrich with 100+ data providers, and us AI to lead research.

Qualify and then route the warmest sales leads based on your team’s internal criteria. Prevent garbage unqualified records from clogging up your HubSpot crm.

Access to 100+ premium data sources and AI research agents in one platform, then automate growth workflows to turn insights into revenue.

Waterfall CRM data Enrichment

Multi-Source AI-Driven Enrichment

CRM Refinery combines multiple data sources and AI to obtain the highest quality data for CRM records. Rather than relying on a single source, it cross-references information from multiple sources and uses AI to determine the most accurate data.

CRM Refinery helps you manage your Clay credits and lower your Data Spend!

  1. Conditional Runs and Formulas: We create rules in your Clay tables to prevent wasted Data Spend and getting over-charged for data you already have. You can also set how often these rules run in the future.

  2. Direct API Integrations: Clay credits can add up quickly if you're not careful. Our Clay Engineers will set up direct API connections in your columns with data providers like Prospeo, findymail or Ocean.io and AI providers like OpenAI, Deepseek and N8N.

——-> CRM Refinery can help you save an extra $2,500 - $3,500 in Clay credits for every 100K contacts in Clay you enrich!

Clay is trusted by 300+ leading GTM Teams of all sizes

Up to 3x your data coverage rates with Waterfall Enrichment to find and verify accurate Company data(firmographics, tech stacks,etc) and Contacts like work emails and phone numbers and get it at the lowest price!

  • HubSpot ICP Mapping with Clay

    We define your ideal "Company" and "Contact" properties, like industry details and 10-K reports, and create a custom Clay table to match your HubSpot CRM properties.

    Our team sets up the enrichment rules, manages custom overwrite rules based on the lifecycle stages, read-only properties, and update frequencies based on object types (e.g., contacts, deals).

    CRM Data Model

    All details are recorded in the CRM Data model Project sheet, allowing you to track the status of each property for approval.

  • Clay Enrichment workflows setup & Testing

    Once we have successfully mapped out your custom CRM data model, we build the Clay enrichment workflows and AI prompts.

    Then, we’ll run a “dummy” contact list through our enrichment workflows, and manually verify the output values to ensure 90%+ accuracy.

    You’ll be there right beside us to review the workflows and give us feedback throughout the entire setup and testing process until you approve the initial results we generate with our “dummy” list before enriching your actual CRM dataset.

  • CRM data cleanup

    Once the enrichment workflow achieves 90%+ accuracy, we proceed to bulk CRM enrichment.

    After backing up your CRM data, your entire CRM dataset is processed through the Clay workflow, following preset rules for overwriting or read-only fields based on account or contact type.

    Outdated records are cleaned to match your specifications, re-instilling trust in your CRM data for ICP analysis, target account list building, and more.

  • Maintain Accurate HubSpot CRM data with ongoing enrichment

    We connect Clay to your CRM for ongoing enrichment, re-enriching fields like job changes and department headcount while leaving static data untouched.

    Enrichment workflows clean up CRM data coming from forms or signups preventing duplicate records and ensuring lasting CRM health without any manual effort.

    Request custom enrichment, API Integrations or AI workflows to be added to your existing CRM for an additional fee.

How CRM Refinery Works

Step 1: HubSpot Data Model creation. Map ideal Company and Contact properties from your HubSpot account into Clay.

Step 2: Set up Clay Enrichment workflows and AI prompts. We test a sample size of data against a Control list with the goal of achieving 90+% data accuracy!

Step 3: After backing up your HubSpot CRM data, your entire CRM dataset is processed through the Clay workflow in bulk and synced back to the crm.

Step 4: Clay can schedule quarterly or bi-annual Maintenance Updates to your CRM using the ID pulled from the initial import. This closed-loop system ensures that your CRM is continually updated with the latest information, without requiring manual intervention. We can assist with additional custom workflows to your custom data model per your request or new API integration projects on a continous basis.