GTM Stack

How can I update HubSpot records with enriched data without overwriting existing values, only filling blank fields?

February 2026

1 Answer

Clay's HubSpot Update Object action has an "Ignore blank values" toggle, but this only prevents sending empty values from Clay to HubSpot - it doesn't protect existing HubSpot data from being overwritten. Currently, there's no built-in "only update if HubSpot field is blank" option, so you need conditional logic using formula columns to check existing HubSpot values before updating. Alternative approaches include using staging tables (Google Sheets/Airtable) with merge formulas like =IF(ISBLANK(hubspot_field), enriched_field, hubspot_field), building custom webhook solutions that pull existing data via HubSpot API before conditionally updating, or using HubSpot workflows as a middle layer with custom properties.

February 2026

Add your take

Have experience with the tools discussed here? Share your honest opinion.