Growing Importance of Hubspot Data Hygiene in 2023

Growing Importance of Hubspot Data

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As we rely more and more on data to drive our marketing, sales, and customer success initiatives, bad data remains a bigger problem. According to Gartner, ‘dirty’ or poor-quality data costs organizations an average of $12.9 million dollars every year.

And it doesn’t end here.

There is a high possibility that your HubSpot marketing and operations hub might contain a pile of dirty data, preventing you from generating revenue. Even moderately sized companies that collect and use customer data will likely encounter poor data. Poor HubSpot data quality can not only cost you potential leads but can also lower overall productivity. In addition, it drains organizational resources, disrupts internal and external communication, and wastes marketing dollars.

‘The effects of dirty data are devastating’ – this is a sobering understatement. Since it’s essential, it is crucial to understand the importance of CRM data hygiene and how you can make the best out of it.

What is ‘Dirty’ Data?

Dirty data is any form of data that contains errors, discrepancies, and duplicate entries. Common HubSpot data quality issues arise from manual entry, legacy systems, importing or exporting, and user-created files. Dirty data disadvantages your organization by making it harder to analyze and conclude when creating reports. 

According to a study, 67% of businesses use CRM to target customers, and 33% have more than 100,000 customer records in their databases. Unfortunately, 94% think their customer database is inaccurate, with the customer database doubling in size every two years. Without accurate information, the final output can be misleading and negatively affect the business decisions taken based on it. 

With as much as $3 trillion worth of data in a CRM system becoming obsolete every year, it is essential to maintain CRM data hygiene to avoid these risks and create valuable results from data analysis.

This cleaning process includes removing errors and duplications, flagging for anomalies, normalizing information, and running validation checks to ensure accuracy. Through this process, users can gain access to reliable information, leading to more effective business decisions in the long run.

Types of Dirty CRM Databases That Can Hurt Your Marketing Efforts

Duplicate data

Duplicacy of data occurs when two or more records within your HubSpot CRM are identical or nearly identical. Duplicate data can make it difficult to track contact information and lead to other issues, such as representational inaccuracies in reporting and analytics

Cleaning dirty HubSpot data is part of the overall practice of data hygiene and should be undertaken periodically to ensure accurate contact and customer management. Regularly cleaning, validation, and  consolidation, HubSpot data by identifying and removing duplicates ensure your marketing efforts target the right customers. 

Insecure data

Insecure data is another type of dirty data that can hurt your business. These data points typically include bad formatting, inaccurate entries, and duplicate information due to poor hygiene. Luckily, there are ways you can keep your CRM up to date, including scheduling regular HubSpot data cleansing sessions. 

Through these cleanups, dirty data and vulnerable records can be removed or standardized so that the entire team can access the correct information for reliable decision-making. Take control of your company’s security and maintain secure data today by ensuring proper CRM data hygiene.

Incomplete data

An incomplete set of data is another dirty data type within a HubSpot CRM Hub that can damage the accuracy of any data analysis process. The presence of incomplete data within HubSpot CRM requires special attention with regard to performing CRM hygiene to improve business insights. 

With robust cleaning protocols, such as de-duplication and list verification, dirty data can be transformed into clean and complete datasets so businesses can use their valuable resources effectively.

Inaccurate data

Inaccurate data is one that has not been verified, cleaned, and normalized to industry standards. It can hamper your marketing campaigns and business decisions. Without taking the necessary steps to ensure the highest data quality, inaccurate results may be revealed over time, leading to mistrust in the data itself. 

Taking a proactive approach and undertaking CRM cleaning and data hygiene initiatives are critical to ensuring accuracy throughout all business operations. HubSpot data cleansing will help bring dirty data up to date, thus eliminating inaccuracies and wasted resources and preventing any mistrust from arising when presenting decisions based upon findings from dirty or inaccurate data sets.

Outdated data

Outdated data is an issue many businesses grapple with as CRM growth programs extend. In simple terms, outdated data refers to dirty HubSpot data that does not contain accurate or up-to-date information. This dirty data can impact sales and marketing strategies, leading to incorrect leads, contact data errors, and inefficient account segmentation processes. 

To ensure strong customer relationships and a successful business model, regular practice of CRM data hygiene, such as HubSpot data enrichment, should be implemented to maintain up-to-date and accurate data. Without efficient upkeep of dirty CRM data, a company’s decision-making relies on inaccurate statistics, hindering its growth goals.

Why do You Need a CRM Data Cleanup?

Having dirty data in your CRM platform can be like having weeds in your garden – they can take over and choke out valuable HubSpot data needed for informed decision-making. A CRM data cleanup is critical to maintaining a clean and up-to-date database of customer records. 

Some benefits of HubSpot data consolidation and cleansing include the following –

Better decision-making

Assessing HubSpot data quality and making it usable for decision-making is a challenge every business faces. Fortunately, CRM  data cleanup can help to build reliable insights on opportunity pipelines, customer lifetime value, etc. 

Implementing proper CRM data hygiene processes like HubSpot data enrichment is key to achieving an organized and clean database via automated procedures. An up-to-date and accurate database means one can make timely and informed decisions, which helps drive intelligent business decisions that keep advantages over market competitors. All-in-all, investing in CRM data cleanup will facilitate better decision-making within organizations today.

Improved productivity

Maintaining HubSpot data quality is challenging for any customer relations manager. With regular cleanups of dirty, outdated data, businesses can ensure that their contacts are up-to-date, accurate, and have no duplicates. 

All of this increases organizational efficiency and productivity across departments. After all, by having current information in the HubSpot CRM system, you can deliver quality services to your customers while saving time and money.

Improved opportunities for personalization

Having dirty data stored in HubSpot CRM can significantly hamper the potential for personalization and create bad experiences for customers. However, by spending some time on CRM data cleanup, organizations can improve opportunities for personalization. 

This process, known as HubSpot data cleansing, helps the company to maintain an accurate, updated database of customer information from which insights can be drawn. As a result, organizations will benefit from more effective personalization strategies that strengthen customer relationships and improve brand loyalty.

Final Words

Accurate and reliable decisions are fundamental to the success of a business in today’s digitized landscape. To obtain these benefits, companies need to invest in HubSpot data hygiene processes that eliminate incorrect duplicates, outdated contact information, incomplete records, or other issues that can lead to inaccurate decision-making. 

Through regular CRM data hygiene and purging of dirty duplicate records, you can minimize dirty data that contributes to poor customer segmentation, inaccurate contact information, and reduced ROI.

Get off to the right start with a comprehensive HubSpot data enrichment program that streamlines your workflows and empowers you to get the most out of your CRM. 

If you need help with HubSpot data consolidation and encrichment, reach out to our expert Smarketers for assistance. As a HubSpot Platinum Partner, we can help you clean and better manage your HubSpot CRM data.  

The Smarketers HubSpot Program offers an expert team to work closely with you as an extension of your team. We work with clients across geographies and business sectors, from SMEs to global enterprises, including the public sector, healthcare, and education. In addition to on-demand support, our specialists provide expert consultation, HubSpot tips and tricks, and guidance on managing processes efficiently. Get in touch with us today to know more.

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