The Ultimate Guide to Cleaning Up Your HubSpot CRM Data

Your CRM is the heart of your business. It's where you track leads, manage customer relationships, and create personalized experiences. But a CRM full of messy, incomplete, or inaccurate data is a liability, not an asset. It leads to inaccurate reports, failed automations, and a frustrated sales team.

Don't let bad data hold you back. Here’s how to clean up your HubSpot CRM and set the foundation for growth.

1. Stop the Duplicate Contact Chaos

Duplicates are one of the biggest headaches in any CRM. They can lead to two different sales reps contacting the same person or your automation workflows sending the same email twice.

• The Fix: Use HubSpot’s built-in duplicate management tool. Go to Contacts > Deduplicate Contacts. HubSpot will provide a list of potential duplicates for you to review and merge. For a long-term solution, implement a strict data entry policy for your team.

2. Fill In the Incomplete Data

Have you ever tried to send a personalized email only to find the "first name" property is blank? Incomplete data can sabotage your personalization and segmentation efforts.

• The Fix: HubSpot's Data Quality command center is your best friend here. It will highlight properties with missing values across your database. You can also create automated workflows that trigger a task for your team when a key property, like phone number or company name, is blank.

3. Link Your "Orphaned" Records

An "orphaned" record is a contact without a company, a deal without a contact, or a ticket without a company. These isolated records make it impossible to see a full customer journey.

• The Fix: Use filters in your contact, company, or deal views to find records without an association. For example, filter contacts with "Associated Company is unknown." Once you find them, you can manually link them to the correct company or create a workflow to automate this process.

4. Consolidate Your Custom Properties

Over time, your team might create dozens of similar custom properties, making your CRM confusing and difficult to navigate.

• The Fix: Conduct a properties audit. Go to your settings, find your properties, and review them. Are there duplicates? Can you combine two similar properties into one? Archive any properties that are no longer in use to keep your CRM clean and streamlined.

Don't let bad data hold you back. Let us do the dirty work. Ask about our HubSpot data cleanup services today!