What is MarketingSoda Refine?
MarketingSoda Refine is a data quality and enrichment platform for B2B teams that run their go-to-market operations in HubSpot.
It provides a dedicated dashboard for scoring, enriching, deduplicating, validating, and governing contact and company records — with all results written back to HubSpot as native properties usable in workflows, segments, and reports.
Core capabilities:
- Quality scoring. Every contact and company record receives a grade of A–F across seven dimensions: completeness, accuracy, freshness, validity, consistency, uniqueness, and enrichment coverage. Scores are updated continuously and displayed in a database health dashboard with trend tracking.
- Multi-provider waterfall enrichment. Contact and company records are enriched through a cascade of six or more data providers, typically achieving 80–95% field coverage — compared to approximately 40% from single-source tools. When one provider cannot resolve a field, the next provider is queried automatically. Enrichment job history, credit balances, and provider performance are visible in the Enrichment module.
- Intelligent deduplication. An ML-assisted matching engine identifies duplicate contacts and companies using fuzzy, phonetic, and cross-field matching. Matched pairs can be merged automatically or routed for manual review. Merges are reversible.
- Validation and standardization. Import validation catches format errors, missing required fields, and consent gaps before records enter HubSpot. Standardization rules normalize phone formats, geographic fields, and custom pick-list values across the existing database.
- Freshness and decay tracking. Field-level decay rates are monitored against configurable refresh schedules. Records approaching or past their freshness threshold are surfaced in a refresh queue and can trigger automatic re-enrichment.
- Quality gates and automation. Workflow automation can block campaign enrollment, lead routing, or sequence triggers until a record meets a defined quality threshold. Gates can be configured by grade, field, or dimension.
Refine is designed for RevOps professionals, Marketing Operations teams, and HubSpot Admins managing databases of 10,000 or more contacts where data drift, enrichment coverage gaps, and duplicate accumulation are affecting campaign performance, lead routing accuracy, or pipeline reporting.
MarketingSoda Refine is currently in pre-launch.
Early access is available via the waitlist at www.marketingsoda.ai.
