Cognism Launches Native 2-Way Sync For HubSpot

[17th February] London, UK - Cognism, Europe’s leading provider of compliant B2B data, today announces the launch of its HubSpot 2-Way Sync, a native integration designed to keep CRM data clean, compliant, and continuously up to date.

The new enhancement enables bi-directional syncing of contact and company data between Cognism and HubSpot, eliminating manual data entry, reducing duplicate records, and ensuring sales teams always work with fresh, verified information directly inside their CRM.

Solving the CRM data problem that GTM teams face daily

Modern go-to-market teams rely on HubSpot as their system of record - powering prospecting, segmentation, routing, forecasting, and reporting. But manual entry, duplicate records, stale contact information, and disconnected workflows continue to introduce friction, inefficiency, and risk.

Cognism’s HubSpot 2-Way Sync addresses these challenges by:

• Allowing users to instantly see whether a contact or company already exists in HubSpot.
• Enabling one-click exports of new records directly from the web app search or the Browser extension.
• Ingesting customer-specific opt-outs to strengthen compliance controls.

“Effective GTM requires clarity, with HubSpot 2-Way Sync Cognism streamlines the workflow integrating your CRM data directly, ensuring teams can instantly filter for net-new targets while maintaining full CRM compliance.”

John Herbert, Director of Product Management at Cognism

Unlike traditional one-way integrations that only push data into a CRM, Cognism’s 2-Way Sync provides true bi-directional visibility.

Real-time CRM visibility

Users can see HubSpot contacts and companies directly within Cognism. This prevents duplicate creation, protects ownership rules, and avoids wasted credits or overlapping outreach.

Smarter targeting and segmentation

Users can filter by:

• Exclude in CRM - focus only on net-new prospects.

• Include in CRM - enrich and improve existing records.

Continuous CRM hygiene

The 2-way sync lays the groundwork for a series of enhancements that Cognism will release to its more advanced enrichment solutions later this year.

This ensures HubSpot remains a reliable foundation for automation, reporting, and forecasting.

Stronger compliance controls

By ingesting customer-specific opt-outs, Cognism ensures teams never see records that should not be contacted by their organisation, reinforcing compliant and responsible prospecting across sales and marketing workflows.

Designed to support the entire GTM function

• SDRs and BDRs: Push net-new contacts and companies into HubSpot instantly, with verified mobiles and emails.
• AEs: Enrich existing accounts with updated job titles, direct dials, and mobile numbers.
• Marketing Teams: Improve segmentation accuracy, suppress records of opted-out recipients, and maintain clean lifecycle data.
• RevOps: Maintain scalable, automated, and compliant CRM infrastructure with minimal manual intervention.
• Revenue Leaders: Improve forecasting accuracy and pipeline visibility by reducing duplicate records and stale data.

Measurable commercial impact

Cognism expects customers adopting HubSpot 2-Way Sync to see:

• 50-70% faster prospect-to-CRM data entry.
• Up to 80% reduction in duplicate records.
• 20-30% increase in SDR outreach activity per day.
• Improved campaign targeting accuracy.
• Stronger forecasting confidence.

By removing friction between prospecting data and CRM infrastructure, teams can focus on high-value execution rather than manual administration.