INDUSTRY
Networking
CHALLENGE
The data needed before a business meeting was scattered across multiple sources, and gathering and populating it in HubSpot required manual work. The team wasted time searching for information about companies, their financial results, owners, and affiliations instead of using comprehensive data directly in the CRM.
RESULTS
We created a HubSpot extension that allows users to start an analysis directly from a contact record. With a single click, a dedicated analytics dashboard opens, pulling data already stored in the CRM—including first and last name, email address, company name, and industry. Users don’t have to leave HubSpot or manually copy data between systems.
KEY PRODUCT
Integration with BizRaport, Analytics Dashboard
Challenge
In many organizations, HubSpot serves as the central workspace for the sales team, but the quality of data in the CRM depends on how much information someone has previously entered manually.
A contact record often contains only basic data: first name, last name, email, company name, or industry. However, before a business meeting, it’s also helpful to have information about the company’s scale of operations, revenue, EBITDA, ownership structure, shareholders, and affiliated entities.
Obtaining this data usually involves switching between search engines, company websites, LinkedIn, public records, and external databases, and then manually transcribing the information into the CRM.
The goal of the project was to move this entire process directly into HubSpot.
Solution
We created a HubSpot extension that allows you to start the analysis directly from the contact record.
A “Contact AI Analysis” button appears on the contact card . Clicking it opens a dedicated analytics panel that pulls data already in the CRM, including first and last name, email, company name, and industry.
The user doesn’t have to leave HubSpot or manually copy data between systems.
STEP 01
1. Analyzing a contact directly from HubSpot
The first step in the process is identifying the person.
The system uses data from the HubSpot record to ensure that the information found pertains to the correct contact. The analysis takes into account, among other things:
- first and last name,
- company,
- email domain,
- job title,
- industry,
- location.
Only after a person has been identified is further business research conducted.
The system can search for, among other things:
- phone number,
- work email address,
- city,
- current company name,
- tax ID number,
- business size,
- industry type,
- company specialization,
- website,
- LinkedIn profile,
- public contact information for an assistant, secretariat, or executive office.
Each field includes a confidence level and may list the sources used to verify the information.
STEP 02
2. Comparing results with current data in the CRM
The analysis results are not automatically saved to HubSpot.
The user sees both:
- the data found during the analysis,
- the confidence level,
- additional information about the source,
- the current value already in HubSpot.
This allows you to quickly compare your current CRM data with the analysis results and decide which information should actually be saved.
The user selects the specific fields they want to update and only then saves them to HubSpot.
Additionally, the solution protects existing information. For example, if a contact already has an email address, the system does not automatically replace it with the address found during the research.
STEP 03
3. From Finding the Tax ID Number to Complete Company Data
A particularly important part of the analysis is finding the NIP number.
If the system identifies the company’s NIP, the user can proceed to the next stage of the process and retrieve data from BizRaport.
This makes the contact analysis a starting point for further enriching data on the entire company.
The dashboard allows you to retrieve additional information from BizRaport regarding the company and its ownership structure.
STEP 04
4. Automatic creation of a company in HubSpot
If the company associated with the analyzed contact does not yet exist in the CRM, the system can automatically create a record for it based on the tax ID number.
The new company is immediately linked to the analyzed contact.
In practice, this means moving from a simple entry on the contact:
“Jan Kowalski — Company XYZ”
to the correct CRM structure
Contact → associated company record → complete business data
without having to manually create a company or copy data.
STEP 05
5. Enriching the company with data from BizRaport
After finding or creating a company, the system can retrieve its business data and save it directly to HubSpot properties.
The information processed includes, among other things:
- address,
- industry,
- revenue,
- net profit,
- costs,
- EBITDA,
- bankruptcy risk,
- number of shareholders,
- list of shareholders,
- share capital,
- value of shares,
- revenue history,
- profit and loss history,
- relationships with other entities.
Financial data is retrieved in a way that ensures the use of the most recent available figures. The system can also analyze related organizations and retrieve basic financial information for them.
STEP 06
6. Dedicated BizRaport tab on the company record
CRM features alone aren’t always the best way to present a larger volume of data.
That’s why we’ve created a dedicated BizRaport tab that works directly within HubSpot.
On the company record, users can view the most important business information in one place.
Financial Data
The tab displays, among other things:
- revenue,
- profit,
- costs,
- EBITDA.
The company’s performance over time
Historical data on revenue and profit or loss are also presented in a chart.
This allows users not only to see the current values but also to quickly assess the trend in the company’s financial results.
Ownership Structure
Information about shareholders is also available on this tab.
The system displays:
- the number of shareholders,
- the shareholder’s name,
- percentage of shares,
- value of shares.
STEP 07
7. BizRaport data is also available in the contact record
The full business context is not available exclusively from the company record.
The tab is also available on the contact record.
This allows the person working with the client to view information about the client’s primary company without having to switch between different records in the CRM.
If a contact is associated with multiple companies, the solution can also display data regarding the other entities.
For such companies, the following information may be available, among other things:
- name,
- industry,
- revenue,
- costs,
- profit.
The system can also display aggregated information about an entire group of related companies, such as total revenue.
As a result, HubSpot shows not only the single company assigned to a contact but also a broader context of its business operations.
STEP 08
8. Interactive Map of Related Entities
One of the key features of the solution is the analysis of related entities.
On the BizReport tab, the user can view organizations associated with the analyzed company, along with information such as:
- name,
- revenue,
- entity type,
- type of relationship,
- KRS number.
However, the list is not just a static report.
You can interact with every entity found.
If the company already exists in HubSpot
the system recognizes the existing record and allows the user to open the company directly in HubSpot with a single click.
There’s no need to copy the company name, tax ID, or KRS number and search for it manually in the CRM.
If the company exists but isn’t linked to a contact
The system can check whether the entity found is already linked to the contact being analyzed.
If not, the user can link the company to the contact directly from the BizRaport dashboard.
If the company does not yet exist in HubSpot
If the associated entity does not yet exist in the CRM, you can select the “Add to HubSpot” option .
The system then creates a new company record based on the identified entity and immediately allows you to continue working with it in the CRM.
As a result, relationship analysis can effectively expand the CRM structure:
Contact
↓
parent company
↓
affiliated entities
↓
Additional companies created or discovered in HubSpot
Instead of receiving a simple list of connections, the user gets an interactive layer that allows them to explore the business structure without leaving the CRM.
What does the whole process look like?
1. The contact is in HubSpot
At first, we may only have basic information about the person.
2. The user clicks “AI Contact Analysis”
The analysis is launched directly from the contact record.
3. The system identifies the person
It checks whether the person matches the company, email address, industry, and other public information.
4. Business research is conducted
The system searches for missing information about the contact and the company.
5. The user selects the data to save
They can compare the new information with the current values in the CRM and select only the fields they want to update.
6. The system identifies the company’s tax ID number
The tax ID number allows you to proceed to the next stage of data enrichment.
7. The company is found or created in HubSpot
If the record does not yet exist, you can create it automatically and link it to the contact.
8. Data is retrieved from BizRaport
The company’s profile is enriched with financial data, ownership information, and details about its affiliations.
9. Data is displayed on dedicated tabs
Users can analyze a company both from the company record and directly from the contact.
10. You can explore related entities
For each related entity, you can navigate to an existing company, link it to a contact, or create a new record in HubSpot.
EFEKT
A CRM that helps you find, verify, and leverage business data
A process that previously required the use of several external tools and manual data entry has been moved directly into HubSpot.
A user can start with the following scenario:
“I have a first name, last name, and company name.”
And end up with the following information:
“I know who this person is, what company they work for, the scale of their business, the company’s performance, who owns it, and what other entities it’s affiliated with.”
What’s more, the identified companies aren’t just part of the report.
You can immediately access their records, link them to a contact, or create new companies, thereby expanding the data structure in HubSpot.
As a result, the CRM ceases to be merely a database that the user must manually populate.
It becomes a tool that helps find, verify, organize, and utilize business information right where the team works every day.