Top 7 HubSpot Data Hygiene Practices + Tools to Save You Time + Money (+ VIDEO)

Whether you're here for the first time or you're a regular, I’m thrilled to have you along for this ride. Now, let’s be honest—how many of you have spent way too much time sifting through messy, outdated, or just plain wrong data in HubSpot? You know, the kind of data that makes you wonder, "How did we even get here?"

Maybe it's duplicate contacts that keep popping up, customer information that's embarrassingly outdated, or data fields that are half-empty or filled with inconsistent formats.

These aren’t just minor annoyances; they’re symptoms of a much bigger problem. Bad data in your HubSpot portals can cripple your marketing campaigns, leading to poorly targeted ads that fall flat or emails that land in the wrong inboxes.

🚀 We Can Help: HubSpot Portal Audits + Data Hygiene Support from Sidekick Strategies

Quick Refresher: What Is HubSpot Data Hygiene?

Imagine this: You're in your HubSpot account, trying to pull a list for your latest marketing campaign. But instead of a clean, organized set of contacts, you’re faced with a sea of duplicates, outdated info, and incomplete records. Ugh, right? That’s where data hygiene with HubSpot comes into play.

Think of it as spring cleaning for your HubSpot database—but maybe we should do it more than just once a year. Maybe spring comes around four times a year or even six. The goal is to keep your data clean, accurate, and up-to-date all year round.

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So, why is data hygiene so important? Well, clean data is the foundation for making informed business decisions and optimizing your marketing strategies. 

Better Decision-Making with Clean HubSpot Data

• Targeted marketing campaigns: With clean data, businesses can segment their audience accurately based on demographics, behavior, and purchase history. This enables more personalized and effective marketing campaigns, leading to higher engagement and conversion rates.

• Sales forecasting: Accurate, up-to-date data allows sales leaders to better predict future sales trends, adjust their sales strategies, and allocate resources effectively. This leads to more reliable revenue projections and improved budgeting.

• Customer retention strategies: Clean data helps identify patterns in customer behavior, such as frequency of purchases or engagement with marketing materials. This insight enables businesses to develop targeted retention strategies, like personalized offers or loyalty programs, to keep customers coming back.

• Product development: By analyzing clean customer feedback and sales data, product teams can identify trends, preferences, and pain points. This information can guide the development of new products or the improvement of existing ones, ensuring they meet customer needs and market demand.

• Resource allocation: Clean data provides a clear picture of which marketing channels, sales strategies, or customer segments are performing best. This allows businesses to allocate their budget and resources more effectively, focusing on areas with the highest ROI.

• Lead scoring and prioritization: With accurate data, sales teams can more effectively score and prioritize leads based on their likelihood to convert. This ensures that sales efforts are focused on the most promising opportunities, improving efficiency and conversion rates.

• Customer lifetime value (CLV) analysis: Clean data allows businesses to calculate the lifetime value of customers more accurately. This insight helps in tailoring marketing and sales strategies to maximize CLV, such as by focusing on high-value customers or upselling opportunities.

• Competitive benchmarking: Clean internal data can be compared against industry benchmarks to assess performance. This allows businesses to identify areas where they are underperforming and develop strategies to close the gap with competitors.

• Churn prediction and prevention: Businesses can use clean data to identify early warning signs of customer churn, such as declining engagement or missed payments. With this information, they can proactively address issues and implement retention measures before customers leave.

• Sales territory management: With accurate data on customer locations and sales performance, businesses can optimize the allocation of sales territories. This ensures that resources are distributed efficiently and that sales reps are covering the most valuable areas.

Without it, you’re shooting in the dark, wasting time, money, and potentially losing customers. Trust me, I’ve been there, and it’s not fun. But the good news is, with a little elbow grease (and some automation), you can get your HubSpot data sparkling clean.

I Learned About HubSpot Data Hygiene the Hard Way

Let me take you back to my early days in the inbound marketing game. I was all about the data—if there was a field to fill or a record to keep, I was on it. My philosophy was simple: the more data, the better. I figured, “Hey, with all this information, I’m going to make the most informed decisions possible.” But, boy, was I wrong!

I remember spending hours—sometimes days—buried in spreadsheets, trying to make sense of it all. I had rows and rows of data, but nothing was lining up. It was like trying to put together a puzzle with pieces from a dozen different boxes. I'd be halfway through a campaign and realize that the data I was relying on was outdated or just plain wrong. I was sending emails to dead leads, targeting ads to the wrong audience, and wasting a ton of time—and let's be real, money—on efforts that were never going to hit the mark.

🔥 Go Deeper with HubSpot + Inbound:

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But then, the lightbulb went off. It wasn’t about having more data; it was about having the right data. That’s when I made a shift. I started focusing on HubSpot data hygiene—cleaning up those messy records, getting rid of duplicates, and ensuring that every piece of information was accurate and up-to-date.

And let me tell you, once I made that change, everything got easier. Decisions that used to take days now took minutes. Campaigns started hitting their targets, and the ROI shot through the roof. And yes, we even saved money—real, tangible dollars—by cutting out the wasted efforts and zeroing in on what actually worked.

Most Common HubSpot Data Hygiene Problems

If you’ve been using HubSpot for a while, you know that keeping your data clean isn’t always easy. And if you're new to HubSpot, well, welcome to the data party! There are some usual suspects that can turn your sleek HubSpot CRM into a chaotic mess if you’re not careful. I’m talking about duplicate contacts, outdated information, incomplete records—the kind of stuff that makes you want to throw your laptop out the window.

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These issues don’t just clutter up your database; they can inflate your HubSpot fees, throw a wrench into your marketing campaigns, and even lead to those dreaded email fails. And let’s be honest, nobody wants to be that person who sends an email to the wrong audience, or worse, sends a "Happy New Year" promo in March.

Here’s a quick rundown of the biggest data hygiene culprits in HubSpot:

• Duplicate Contacts: We've mentioned this already, but it's so common, we have to talk about it again. You've probably heard this all before, though—those pesky duplicates that pop up when someone fills out a form twice, or when a lead’s info is entered manually and gets duplicated. These can inflate your contact count, which means you could end up paying HubSpot for more contacts than you’re actually using. Plus, they can mess up your segmentation and reporting, leading to skewed insights.

• Outdated Information: Ever tried reaching out to a lead, only to find out they’ve changed companies three times since they last interacted with you? Yeah, it’s a bad look. Outdated info can lead to irrelevant messaging and wasted marketing efforts. 

• Incomplete Records: Missing key details like phone numbers, job titles, or even company names? Incomplete records can be just as problematic as outdated ones. They make it tough to segment your audience properly, and they leave your sales team guessing when they should be closing deals.

• Inconsistent Data: Ever noticed how some contacts are listed as “CEO” while others are “Chief Executive Officer,” or how some addresses are fully spelled out while others are abbreviated? This kind of inconsistency can wreak havoc on your reporting and make it difficult to analyze trends across your database.

• Unsubscribed Contacts Still in Active Lists: It’s easy to forget about those contacts who’ve unsubscribed or bounced, but keeping them in active lists can lead to deliverability issues and skew your email campaign metrics. Plus, you shouldn't keep engaging with people who’ve already opted out. It's not only illegal, it's really annoying and bad for your brand reputation.

Not exactly the recipe for success, right? But here’s the thing: these issues are totally preventable. With a little attention, some strategic processes, and the right tools, you can keep your HubSpot database in tip-top shape. It’s all about working smarter, not harder. So, let’s dive into how to tackle these common data hygiene challenges head-on and get your HubSpot system running like a well-oiled machine.

HubSpot's Built-in Data Hygiene Tools

If you’re anything like me, you love a good shortcut, especially when it saves you from the headaches of manual data cleanup. And guess what? HubSpot’s got your back.

HubSpot Deduplication Management Tool

First up, let’s shine a spotlight on the Deduplication Management Tool. This little gem is a game-changer. If you’ve ever had that sinking feeling when you see duplicate contacts cluttering up your database, you know how much of a pain it can be to clean up manually. But with this tool, HubSpot makes it a breeze to identify and merge those pesky duplicates.

🚀 We Can Help: HubSpot Portal Audits + Data Hygiene Support from Sidekick Strategies

It scans your contact list for similarities—like matching email addresses or names—and helps you merge them with just a few clicks. Suddenly, your database is looking a whole lot cleaner and more organized. It’s like Marie Kondo for your HubSpot CRM, de-duping sparks joy✨:

• Identify duplicate contacts: Automatically flag contacts with similar or identical information.

• Merge duplicates seamlessly: Combine duplicate contacts into one record without losing critical data.

• Streamline reporting: With duplicates out of the way, your reports are more accurate, giving you clearer insights.

• Reduce HubSpot fees: Fewer contacts mean lower costs, so you’re not paying for extra people.

HubSpot Automation Workflows

Next on the list is HubSpot’s Automation Workflows. Now, if you’re not already using workflows to keep your data squeaky clean, you’re missing out. Automation is like having an extra set of hands that never gets tired, never makes mistakes, and works 24/7. With workflows, you can automate those tedious data hygiene tasks that usually take up way too much of your time.

Here’s how automation workflows can help you maintain a spotless HubSpot database:

• Automate data updates: Set up workflows that automatically update contact information based on form submissions or interactions. No more manual updates!

• Merge duplicate contacts: Create workflows that flag and merge duplicates on the fly, keeping your contact list clean without you having to lift a finger.

• Standardize data entry: Use workflows to automatically format data consistently—whether it’s capitalizing names or ensuring phone numbers follow the same format.

• Remove inactive contacts: Automate the process of identifying and removing contacts that haven’t engaged with your emails in a while, helping you keep your list lean and mean.

• Notify your team: Set up notifications to alert your team when a contact’s data doesn’t meet your quality standards, so they can jump in and fix it before it becomes a bigger issue.

The best part? Automation lets you do in minutes what used to take hours. Imagine having that extra time to focus on what really matters—like closing deals, refining your marketing strategy, or heck, even sneaking in a round of golf. It’s all about working smarter, not harder.

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Also, don't forget to educate your team about the importance of maintaining clean records. Encourage them to check for duplicates before adding new contacts or companies and to follow a consistent naming convention. This simple step can dramatically reduce the number of duplicates created in the first place.

Data Hygiene Training + Team Collaboration

Data hygiene is a team sport, not a solo mission. To keep your HubSpot data clean, everyone needs to be on the same page. Regular training and clear communication are key to making this happen. Here’s how you can get your team aligned:

• Regular training sessions: Schedule regular sessions to keep everyone updated on HubSpot best practices. Use real examples and encourage interaction to make sure the team stays engaged.

• Clear data entry guidelines: Set and document clear data entry protocols. Consistency is crucial, so make sure everyone knows the standard way to enter and update records.

• Ongoing education: Don’t let the training stop after one session. Integrate ongoing education into team meetings or set up a dedicated Slack channel for data hygiene tips.

• Feedback loop: Create a feedback loop where team members can share their thoughts on the data hygiene process. This helps identify and fix any issues with the existing protocols.

When your team understands the importance of clean data and their role in maintaining it, you’ll see a significant improvement in data quality. Implementing a routine cleaning schedule, whether it’s monthly or quarterly, will help keep your HubSpot data accurate and reliable. So, make data hygiene a team priority, and you’ll see the benefits across the board.

HubSpot Data Hygiene Governance Planning

Alright, folks, let’s zoom out and talk about how you keep your HubSpot data clean—creating a solid data governance plan. Now, I know "data governance" might sound like some corporate buzzword, but trust me, it’s the backbone of keeping your HubSpot data squeaky clean.

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A well-defined HubSpot data governance plan is essential for maintaining top-notch data hygiene. Think of it as your playbook for who’s doing what, when, and how to keep your data in check.

Here’s what you need to include in your HubSpot data governance plan:

• Define roles and responsibilities: Assign clear roles for HubSpot data hygiene tasks. Ensure everyone knows their part in keeping the data clean, whether it’s data entry, updates, or regular audits.

• Establish data entry protocols: Set guidelines for how data should be entered into HubSpot, including naming conventions and required fields. Consistency is key to avoiding a messy database.

• Create data maintenance schedules: Decide how often your team should review and clean the data. Regular cleanups, whether monthly or quarterly, help prevent issues from accumulating.

• Set up data quality monitoring: Use HubSpot’s tools to monitor data quality continuously. This includes tracking duplicates, catching outdated info, and flagging incomplete records.

• Implement error notification systems: Set up notifications in HubSpot to alert you to data entry errors or inconsistencies, so you can address them quickly.

• Document processes and protocols: Make sure all these protocols are documented and easily accessible to the team, ensuring everyone follows the same guidelines.

But here’s the kicker—your data governance plan isn’t a "set it and forget it" deal. You’ve got to regularly review and update it to adapt to your changing business needs. By prioritizing data hygiene through a strong governance plan, you’re setting your entire HubSpot operation up for success.

Your HubSpot Data Hygiene Next Steps

Wow, we’ve covered a ton of ground today! From understanding what data hygiene really means, to seeing its direct impact on your bottom line, to tackling those pesky common issues in HubSpot, we’ve walked through why keeping your data clean isn’t just a nice-to-have—it’s a must-have. 

However, I know this can all feel a bit overwhelming, especially if you’re looking at your current HubSpot setup and wondering where to even start. But don’t sweat it—that’s where we come in. Here at Sidekick Strategies, we specialize in HubSpot data hygiene support and comprehensive HubSpot portal audits.

Whether you’re dealing with messy data, struggling with duplicate contacts, or just need a fresh set of eyes on your portal, we’ve got your back. So, if you have any questions, need more insights, or just want to chat about how we can help get your HubSpot house in order, you know where to find me. Reach out, and let’s make sure your data is working for you, not against you.

Until next time, keep being proactive, stay on top of that data hygiene, and remember to be a happy, helpful, humble human. And of course, don’t forget to do some happy HubSpotting along the way. 👋