How to Clean and Optimise Your HubSpot CRM for Better Data Accuracy

A clean and well-optimised CRM is essential for making informed business decisions and maintaining smooth workflows.

Over time, customer data in HubSpot can become outdated, duplicated, or incomplete, reducing the effectiveness of your CRM and potentially damaging relationships with prospects and customers. In this article, we’ll walk you through the process of cleaning and optimising your HubSpot CRM for better data accuracy and overall performance.

The Importance of Data Accuracy in HubSpot CRM

Data accuracy is the foundation of effective CRM management. Without accurate data, your sales, marketing, and customer service teams are likely to waste time chasing dead leads, duplicating efforts, or failing to provide personalised experiences to potential customers. HubSpot provides several tools that make it easy to maintain a clean and organised database, but it’s important to know how to use them effectively..

The Onboarding Package: A Guided Approach to HubSpot

This package is ideal for businesses that want step-by-step guidance in setting up and using HubSpot effectively. We walk you through key features, ensuring your team understands how to navigate the system and maximise its potential.

Benefits of data accuracy include:

✔ Improved targeting in marketing campaigns

✔ Better customer segmentation

✔ Enhanced lead scoring and qualification

✔ Smoother handoff between sales and customer service teams

Step 1: Remove Duplicate Contacts and Companies

Duplicate records are a common issue in CRM databases, often caused by human error, data imports, or syncing issues with other platforms. HubSpot’s deduplication tool uses AI to automatically detect and merge duplicate contacts and companies. By consolidating duplicates, you can ensure that each customer interaction is logged under the correct profile, which improves reporting accuracy and prevents miscommunication across teams.

Once HubSpot identifies duplicate entries, you can manually review and merge them to ensure no critical information is lost. This process is essential for keeping your CRM organised and reducing the clutter that can slow down your sales and marketing efforts.

Step 2: Standardise and Enrich Data Fields

Inconsistent data entry is another issue that can lead to inaccurate reporting and ineffective segmentation. HubSpot allows you to standardise data fields by creating uniform properties for contact information, such as job titles, industries, and regions. By ensuring that your data fields are consistent across all entries, you can segment contacts more effectively and tailor marketing messages based on accurate, up-to-date information.

Additionally, consider enriching your CRM data using third-party tools that integrate with HubSpot. These tools can automatically pull in missing information, such as company size, revenue, or social media profiles, helping you build a more complete picture of your contacts.

Step 3: Automate Data Updates with Workflows

Manual data entry can be time-consuming and prone to errors. HubSpot’s workflow automation tools allow you to automatically update CRM fields based on specific triggers. For example, if a contact interacts with a particular piece of content or reaches a specific stage in the buyer’s journey, workflows can automatically update their status or assign them to the appropriate segment.

By automating these updates, you ensure that your CRM remains accurate without the need for constant manual intervention. This also helps to keep your sales team up to date with real-time information about where each lead stands in the sales cycle.

Step 4: Regularly Review and Archive Inactive Contacts

A clean CRM is one that contains only active, relevant contacts. Over time, some leads may become inactive or irrelevant, cluttering your database and skewing your reporting metrics. HubSpot allows you to create custom views and filters that help you identify contacts who haven’t engaged with your business over a certain period.

Once you’ve identified inactive contacts, you can either move them to a re-engagement campaign or archive them to keep your CRM focused on prospects and customers that are still actively interacting with your brand.

Step 5: Conduct Regular Data Audits

Optimising your CRM is not a one-time task—it’s an ongoing process. Schedule regular data audits to identify any new issues with duplicates, inconsistencies, or outdated information. HubSpot’s reporting tools make it easy to generate detailed CRM health reports, allowing you to monitor the accuracy of your data over time and address issues before they become bigger problems.

These regular audits help keep your CRM clean and ensure that your sales and marketing strategies are based on accurate, reliable data.

Keep Your CRM Clean for Better Business Outcomes

Cleaning and optimising your HubSpot CRM is essential for maintaining accurate data that powers your sales and marketing efforts. By removing duplicates, standardising data fields, automating updates, and conducting regular audits, you can ensure that your CRM remains a valuable asset that drives business growth.

Contact Woven today to learn how we can help you implement tailored CRM solutions that boost data accuracy and improve your team’s performance.

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