HubSpot Agent Series · No. 03 · Data Agent

Meet Tilly. It fills the gaps in your CRM.

Tilly is HubSpot's Data Agent, set up and run by Campaign Creators. Ask a business question about your companies, contacts or deals, and Tilly researches the web, your calls and your emails, then writes the answer onto every record.

Get Tilly working in 30 days Run your numbers

Ten cents per answer. You can test it on your own records for free in HubSpot's Data Agent Playground first.

Tilly, a glowing pink tile cube with big navy eyes and a tile-cap antenna, smiling.

Answers your questions

Not just industry and headcount. "Is this account in a buying cycle?" "What came up on the last call?" Whatever your team needs to know.

Makes every agent smarter

Prospecting and support agents are only as good as your CRM. Tilly gives them complete, current records to work from.

$0.10 per answer

One answer for one record is ten cents in HubSpot credits. You choose which records and how often to refresh.

Tilly clicking small glowing pink tiles neatly into a tidy grid.

So what's an agent?

An enrichment toolfills standard fields from a database.

A research spreadsheetdone by hand, out of date by Friday.

An agentanswers your own questions on every record and keeps them fresh.

Think of Tilly as a research analyst who reads every account's website, call notes and emails, and writes the answer into HubSpot on every record. Overnight.

Here's the moment it clicks

Ask once in plain English. Every record gets an answer, and the answer becomes data you can build on.

What you ask Tilly

Smart property 1What does this company sell, and to whom?

Smart property 2What's the biggest problem they raised on their last call with us?

Smart property 3How closely does this account match our best customers, 1 to 5?

Run on Target accounts 2,400 companies Refresh monthly

What lands on the records

Company	Sells to	Last-call problem	Fit
Harborline Freight	Freight dispatch for mid-size carriersfrom their website	Dispatch data split across 3 toolsfrom call transcript, Oct 14	5
Meridian Robotics	Warehouse automation for 3PLsfrom their website	Reps don't trust the forecastfrom call transcript, Oct 2	4
Cobalt Dental Group	Consumer dental clinicsfrom their website	No calls yetchecked calls and emails	2

Then a workflow sends every 4–5 fit account to your prospecting agent, and your Q1 target list builds itself.

Illustrative example with fictional companies. You preview sample answers before Tilly runs across all your records.

Where does Tilly find its answers?

The open webWeb research

Public news, listings and pages about the company.

Their websiteCompany site

What they sell, who they serve and how they describe themselves.

Your call recordings and emailsYour conversations

What your team and the customer actually said.

Fields you already haveYour CRM

Existing properties on the record, used as context.

Web answers can be out of date, so we test questions on a sample and spot-check before Tilly runs at scale.

What can you ask Tilly? Almost anything.

Any plain-English question about a company, contact or deal, as long as the answer lives on the web, on their website, in your calls and emails, or in your CRM. A few examples to get you thinking:

Fit and targetingWho to go after

Does this account look like our best customers? Do they sell B2B, B2C or both? Do they have a sales team we could help?

TimingWhen to reach out

Is this account in a buying cycle? What changed here in the last 30 days? Did they just raise money or open a new office?

ConversationsWhat was said

What problem came up on the last call? Have we already discussed pricing? Which competitor did they mention?

PeopleWho matters

Who is the most engaged person on this account? Is this contact a decision-maker? Has this person changed roles?

Account contextWhat they're about

What does this company actually sell? Which of their customers look happy in their case studies? What tools do they say they use?

Clean-upFixing the basics

What's the correct industry? Is this a duplicate of another company? Is this record still an active business?

The best questions have a clear answer format: yes/no, a 1–5 score, a pick from a short list, or one sentence. Part of every launch is turning your team's questions into ones Tilly answers reliably.

Ask

Write a business question in plain English and pick the records.

Preview

Check sample answers before anything runs at scale.

Fill

Answers land on every record as a property and refresh on your schedule.

Use

Build lists, route leads, report, and feed your other agents.

HubSpot's fastest-growing agent

Teams are switching Tilly on faster than any other HubSpot agent.

16,000+

Companies using itby mid-2026, up 80% in a single quarter

10x

Faster researchto research a prospect or prep for a call, per HubSpot

5M+

Tasks automatedresearch and insight tasks run by the agent so far

26,000+

Hours of manual workreplaced, from HubSpot's study of 1,000 real customer questions

Sources: HubSpot Q2 2026 earnings call, HubSpot Data Agent page and INSIDEA Data Agent playbook. All figures are HubSpot-reported.

What could Tilly be worth to you?

Move the sliders. The math uses HubSpot's $0.10-per-answer rate plus our monthly Tilly Ops plan.

Records researched each month

Questions per record

Minutes a person would spend per record

Loaded cost per hour

return on Tilly's monthly cost

Answers written to records

Research hours saved

Value of that time

Monthly cost (answers + Tilly Ops)

Estimate only. Counts research time saved, not better targeting or what your other agents gain from cleaner data. Assumes $0.10 per answer at list price plus $1,750/month Tilly Ops; included plan credits would lower the cost.