In the ever-evolving realm of digital marketing, data is the cornerstone of success. We are an Elite HubSpot Partner, committed to your growth. We understand how important clean and healthy data is to achieve your marketing goals.
Data hygiene is significant. It has many benefits for business functions. In this blog, we will discuss why data cleanliness is so important, the benefits attached, the optimal cadence for data cleaning activity, and finally, how Struto can help you along on this journey.
Why is keeping your data clean so critical?
Data hygiene is the practice of maintaining accurate, reliable, and consistent data within your HubSpot CRM. It serves as the bedrock for informed decision-making, personalised campaigns, and exceptional customer experiences. When your data is clean, you can trust its accuracy, harness its power, and build a solid foundation for marketing success.
The benefits of clean data:
- Personalised marketing emails: clean data allows you to create targeted and highly personalised marketing emails. Segment your contacts based on accurate information. This will allow you to deliver tailored messages that resonate with your audience. This will lead to higher engagement and conversion rates.
- Merging duplicate records: Duplicate contacts can cause confusion and hamper your marketing efforts. Cleaning your data can be complicated, however utilising HubSpot's bulk merging feature can lessen the workload considerably. It allows you to consolidate duplicate records, forming one comprehensive view of each contact. This unified perspective enables a deeper understanding of your audience and enhances your marketing effectiveness.
- Insights for optimised strategies: clean data provides you with invaluable insights into your customer behaviour, preferences, and interactions. You will be able to analyse the data and identify trends that assist your greater marketing and sales strategies. The ability to refine your strategies for optimal performance is another valuable outcome. With accurate data, you can make data-driven decisions that drive business growth.
Who benefits from clean data?
Every function within a business stands to gain from maintaining a healthy HubSpot CRM:
- Marketing Teams: Clean data empowers marketing teams to target specific audience segments, deliver personalised campaigns, and nurture leads effectively. It enables accurate reporting and analysis, allowing marketers to measure the impact of their efforts and optimise their strategies accordingly.
- Sales Teams: Sales professionals rely on accurate and up-to-date data to prioritise leads, understand customer needs, and close deals. Clean data enables them to focus their efforts on qualified leads, resulting in shorter sales cycles, higher conversion rates and increased revenue.
- Customer Support Teams: When armed with complete and relevant customer information, support teams can provide efficient and personalised assistance. Clean data ensures that customer support representatives have the necessary insights to address issues effectively and deliver exceptional service.
When and how often should you clean your data?
Data cleaning should be an ongoing practice to maintain data hygiene. While the specific cadence may vary depending on your business needs, consider the following general guidelines:
- Monthly data reviews: Conduct a monthly review of your HubSpot data to identify and resolve any immediate issues. This includes deleting irrelevant or outdated information, updating incomplete contact details, and resolving conflicting data.
- Quarterly duplicate management: Perform a comprehensive duplicate management exercise every quarter. Utilise HubSpot's built-in duplicate management tool to identify and merge duplicate contacts, ensuring a unified and streamlined CRM.
- Annual data cleansing: Perform a data cleansing exercise once a year. This will help eliminate any unnecessary or outdated data from your HubSpot CRM. It will also help to ensure your data is accurate and up to date. This includes deleting contacts that are no longer relevant, archiving deals that have reached their conclusion, and removing outdated workflows. Adhere to a regular cadence for data cleaning. This will ensure the accuracy and effectiveness of your HubSpot CRM. You can then derive maximum value from your marketing efforts.
How can you achieve data hygiene?
Here are some key steps to achieve data hygiene within your HubSpot CRM:
- Determine responsibility: Clearly define who within your organisation is responsible for data cleaning and establish well-defined processes and protocols.
- Utilise HubSpot: Take advantage of HubSpot's features. Bulk merging and deleting can help you efficiently handle duplicate contacts and delete irrelevant records from your database.
- Focus on key fields: Pay special attention to key fields such as email addresses, phone numbers, and property fields. These fields play a vital role in segmentation, personalisation, and accurate reporting.
- Leverage integrations: Integrate your HubSpot CRM with data management tools and services. This will ensure consistency and eliminate conflicting data. It will also streamline your data management processes.
- Regularly audit and update: Conduct regular audits of your contact data to identify and rectify any discrepancies or inconsistencies. Update contact details, verify email addresses, and ensure the accuracy and completeness of customer information.
Bonus: how can Struto help you?
Struto is an Elite HubSpot partner. We have extensive experience in data management and hygiene and are well-equipped to help you on this transformative journey.
We offer complete data cleansing services, training, and support to ensure your team has the necessary skills to maintain a healthy HubSpot CRM. We can bulk merge duplicate records, delete irrelevant contacts, and integrate sustainable data management. We can also guide you in establishing a personalised cadence for data cleaning that aligns with your specific business needs.
To conclude...
In the ever-evolving landscape of digital marketing, data hygiene is a fundamental component of success. Prioritise the cleanliness and health of your HubSpot CRM. This will unlock its full potential and propel your marketing efforts to new heights.
Clean data empowers personalised marketing, facilitates informed decision-making, and enhances collaboration across departments. Struto can be your partner on this journey to help you achieve a clean and healthy HubSpot CRM, fuelling your business growth and enabling remarkable customer experiences.