3 ways to keep your HubSpot CRM data clean

Do you have a lot of legacy or incomplete data on your HubSpot portal?

This is a issue for many B2B businesses. With HubSpot, you pay for the number of contacts of you store on your portal, so it’s important you regularly tidy up your database or you’ll be paying for bad data.

In this deep-dive, I’m going to run through three ways to ensure you have up-to-date data in your portal.

Validate

Before importing any data into your HubSpot portal, I recommend running the email addresses through a tool like Zero Bounce.

This will ensure that the email is valid before you start emailing them. If you email lots of addresses that bounce, you risk damaging your domain reputation which is not easily repaired.

Workflow

I recommend setting up a workflow that captures all contacts that have unsubscribed or bounced and puts them in a quarantine list.

1. Create a contact workflow

2. Set the enrolment criteria as contacts where ‘unsubscribed from all emails’ = true, or ‘marketing emails bounced’ = greater than 1

3. Add them to an active list in HubSpot

4. Set their marketing contact status as ‘non-marketing’

Job changes

This is a more advanced way of using legacy data to your advantage. There are specific tools you can use, but I like using a clay table for this.

What happens is that we input the HubSpot data into the table and check LinkedIn to see if they have a new role or now work at a new company. If they do, we find their new details and push this to HubSpot and alert the sales team of this change.

Going forward, we re-run this table on a weekly basis to alert the sales team of any new job changes. This can be a great way to re-engage with old leads and see if they are open to discussing working together at their new role.