Clearbit Is Gone: What to Use for Firmographic Enrichment on Your Website Now

For years, “enrich the visitor with Clearbit” was the default first step in on-site B2B personalization: a company name behind an anonymous IP, an industry, a headcount, and a page that could react to all three. That default is over. HubSpot acquired Clearbit in December 2023, folded it into HubSpot as Breeze Intelligence in 2024, and has spent 2025 winding down the standalone product — the free tools went in April 2025, the Logo API in December 2025, and new standalone accounts can no longer be created. If you are not a HubSpot customer, there is no supported path to keep using it.

This post is for the teams that relied on it for website personalization specifically — not for sales prospecting, which has its own crowded market of replacements — because the on-site use case has a different shape and a different set of good answers.

What the on-site use case actually needs

Enrichment for personalization is not a database question; it is a latency question. The data has to arrive while the page is loading, for a visitor who has not filled in a form, so that the headline, the case study, and the offer can be chosen before anyone reads them. That rules out most batch-enrichment tools and leaves three sources that work in real time:

• Reverse-IP company detection. Resolving the visitor’s IP to an organisation, then to firmographics. Fast, form-free, and the backbone of account-based personalization. How reverse-IP works, vendor by vendor.
• Your CRM. For the visitors you already know — identified by an email click, a login, or a previous form — the richest data is the data you own. Industry, tier, owner, open deals.
• Intent and ABM platforms. 6sense, ZoomInfo and their peers score accounts by buying stage and push those signals to the site, so the page can tell a researching account from one already in a deal.

The enrichment sources Personyze works with today

Personyze never stored a single opinion about which data vendor to use; it reads whichever ones you connect and merges them into one visitor profile the rules can act on. The current integration list covers the field that survived the consolidation:

• ZoomInfo — firmographics and technographics on the detected company, plus intent data where you license it. Setup guide.
• 6sense — account identification with buying-stage and intent signals. Setup guide.
• Leadfeeder (Dealfront), Leadrebel and Albacross — reverse-IP company reveal at a mid-market price point, each with its own regional strength. A worked Leadfeeder example.
• HubSpot and Salesforce — the CRM fields themselves, for the visitors you can already name.
• Tealium and Segment — when your audiences are already built in a CDP, the audience membership arrives as an attribute and the site reacts to it.

Which one is right depends on where your accounts are. ZoomInfo and 6sense lead on North American coverage and intent; Dealfront and Albacross are strong in Europe and considerably cheaper to start with; the CRM is unbeatable for the accounts already in your pipeline. Many teams run two — a reverse-IP source for the anonymous majority and the CRM for the known minority — and Personyze merges them without either knowing about the other.

What to change on the site itself — and what not to

If your campaigns were written against Clearbit attribute names, the good news is that the campaigns themselves are the durable part. In Personyze the rule says industry equals finance or employee count over 500; the attribute is filled by whichever source is connected. Swapping the source is a settings change, not a rebuild of every campaign — which was the point of keeping the data layer separate from the personalization layer in the first place.

Two things do deserve a fresh look during the switch. First, coverage: run the new source for a week on the same traffic and compare the match rate before turning old segments back on. Second, the fallback: the visitors no source can identify are still the majority on most B2B sites, and they should land on a deliberately chosen default rather than a blank one. Behavioral targeting covers exactly that gap — it works on what the visitor does, which every visitor does.

Further reading

• Account-based marketing with Personyze — the company behind the visit, joined to your CRM.
• Account-based marketing examples — real annotated scenarios.
• Using IP intelligence to unmask B2B visitors.
• Book a demo — bring your current data source and we will show the switch on your own pages.