That's how most MSPs feel when I ask,

"Hey, are you using your HubSpot credits?"

And they say,

"…Wait, what credits?"

Yep. If you're on HubSpot Pro, you probably have a stash of credits just sitting there, earning you nothing.

Let's fix that.

The Backstory: Surprise Credits, Confused Faces

A few months back, I was on a call with an MSP client. We were deep in GTM planning, and they casually mentioned,

"We're not doing anything with Buyer Intent right now. Seems expensive."

I asked if they'd checked their HubSpot account recently. They hadn't.

We popped into the backend, and there they were: 3,000 free credits collecting dust.

Most Pro-tier accounts have them now. HubSpot just kind of…added them without saying much. No banners. No launch emails. Just quietly handed you tools you probably aren't using.

Here's how I use my credits (every month) without blowing them all on AI that sounds like a motivational speaker:

1.  Always start with Buyer Intent data first

Start with 10–20 companies showing traffic (visitor) intent (people browsing categories you care about).

Then grab 10–20 companies with research intent (digging into comparisons, reviews, or use cases).

No matter who you are selling to this is gold. They're basically waving their hand saying,

"Hey, I might be buying soon."

2. Don't stop at Buyer Intent data. Add actual people

Intent is useless if you don't know who to talk to.

So I use a tool like Apollo to enrich those accounts with real contacts. (other options are out there like Seamless, Hunter, ZoomInfo and many more)

Think: decision-makers, influencers, and the people actually Googling you at 9PM.

I'm not cold calling here; I'm meeting them halfway. Intent tells me who's warm. Enrichment tells me who's real.

3. Leave ~1000 credits for Customer Agent

I like smart chatbots. But I like smart prioritization more.

I reserve 1000 credits for AI Chatflows (Customer Agent) that act as mini sales people. They handle FAQs, push people to demos, and and generally help people convert on your site.

1000 Credits will get you started in AI Chat, then you can watch and grow from there.

4. Use every last drop on company enrichment

Got 300 credits left at the end of the month? Run them through tech stack enrichment.

This is where HubSpot tells you what tools your prospects are using, so you can stop guessing and start targeting.

Selling security services? Look for companies still using outdated firewalls.

Selling cloud migration? Target people still stuck on-prem.

If you're using something like SmartFill, it pulls in the enrichment directly into your workflows. Super slick. (more on this later)

The 4-Step Credit Burn-Down (TL;DR):

Step 1: Buyer Intent—10–20 companies (traffic)

Step 2: Buyer Intent—10–20 companies (research)

Step 3: Enrich those accounts with real humans (via Apollo, etc.)

Step 4: Save 1000 for Customer Agent - Chatflow; use leftovers for tech stack enrichment

That's it. Tactical, simple, repeatable.

Why This Matters

Most MSPs are busy discussing attribution models and lead scores while letting free intelligence sit unused in their CRM.

If you're using HubSpot and not spending your credits strategically, you're doing it wrong.

Got your own system for credits? Want to build one that actually helps close pipeline?

DM me. I love seeing how different teams deploy this.

Or drop a comment below. I'll send you a simple credits planner I use with clients at Tactics.

Let's stop wasting free stuff.