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Finding: HubSpot Hygiene Issues

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Summary of Issues

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1. Old Job Titles

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The Problem

Contacts have job titles from when they were first imported, not current titles.

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Impact

• Wrong persona targeting
• Irrelevant messaging
• Sequences to wrong people

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Example

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Fix

• Re-enrich contacts older than 6 months
• Set up recurring enrichment refresh
• Flag “last enriched date” property

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2. Phone Number Formatting

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The Problem

Phone numbers have inconsistent formats:

• +1 555 123 4567
• 555-123-4567
• 5551234567
• +1 (555) 123-4567

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Impact

• Dialers may fail to parse
• Duplicate numbers not caught
• Reporting inaccuracies

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Fix

• Standardize to E.164 format: +15551234567
• Create HubSpot workflow to auto-format
• Clean existing records

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3. Duplicate Records

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The Problem

Same person/company exists multiple times with slight variations.

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Examples

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Impact

• Multiple team members contact same person
• Activity history split
• Inaccurate pipeline reporting

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Fix

• Run HubSpot duplicate detection
• Merge duplicates
• Set up ongoing deduplication rules

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4. Missing Company Associations

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The Problem

Contacts exist without associated companies.

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Impact

• Can’t segment by company size
• Can’t tier properly
• Account view is incomplete

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Fix

• Match contacts to companies by email domain
• Use Baseloop to enrich company data
• Create workflow to flag unassociated contacts

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5. Stale Contacts

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The Problem

Contacts with no activity for 12+ months are still in active lists.

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Impact

• Sequences sent to people who left companies
• Higher bounce rates
• Wasted enrichment on old data

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Fix

• Create “Stale Contact” property (no activity 12mo)
• Suppress from sequences
• Re-verify before re-engaging

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6. Inconsistent Properties

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The Problem

Same data stored in multiple properties, or different values for same meaning.

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Examples

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Impact

• Reports are inaccurate
• Segmentation is unreliable
• Workflows fire incorrectly

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Fix

• Audit all properties
• Standardize naming convention
• Create dropdowns where possible
• Document property usage

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Data Hygiene Metrics

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Hygiene Workflow Proposal

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Recommendations

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Immediate (Week 1)

1. Run duplicate report — Identify volume
2. Audit core properties — List what’s used
3. Identify stale contacts — Count 12mo inactive

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Short-term (30 Days)

1. Merge duplicates — Start with companies
2. Standardize phone format — Create workflow
3. Create hygiene dashboard — Track metrics

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Ongoing

1. Quarterly re-enrichment — Top accounts
2. Monthly duplicate check — Merge new dupes
3. Stale contact review — Suppress or refresh

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Next