How to enrich HubSpot CRM data without duplicates or messy records

In the bustling tech world, maintaining accurate and up-to-date CRM data is essential. HubSpot, despite being a leader in CRM solutions, sometimes falls short in data enrichment capabilities. Why, you ask?

Well, HubSpot’s built-in features often lack the depth required for comprehensive data enrichment. This limitation presents challenges for users striving to keep their data accurate and actionable. Many RevOps managers find themselves searching for additional solutions to fill these gaps and ensure their CRM records are spotless.

HubSpot limitations

HubSpot users frequently bump into hurdles when relying solely on native features for data management. Although HubSpot offers a robust platform, its data solutions often require external support to handle enrichment comprehensively. Without these enhancements, maintaining data accuracy can become an uphill battle.

But fear not! External enrichment tools can effectively complement HubSpot’s offerings, ensuring that your CRM records are both accurate and complete.

💡 Pro Tip: Floqer addresses these exact limitations by providing 80+ data sources in a single integration, automatically preventing duplicates while enriching your HubSpot records with 95%+ accuracy rates.

Common problems (missing data, outdated contacts, duplicates)

Have you ever tried contacting a lead only to realize their information is outdated or missing altogether? Here's what most companies face:

• 📊 Missing Data Fields: 40-60% of CRM records lack essential contact information

• ⏰ Outdated Contacts: 22.5% of contact data becomes obsolete annually

• 👥 Duplicate Records: Average CRM contains 10-25% duplicate entries

• 💸 Revenue Impact: Poor data quality costs businesses 12% of their total revenue

Missing data fields can slow down outbound and lead to missed opportunities and waste time of reps. Duplicate records can clutter your system, creating confusion and diminishing data hygiene.

These issues highlight why a clear GTM strategy is critical. Without it, inconsistent CRM data slows down communication and leaves you exposed to data protection risks. Let’s fix that.

Enhancing your HubSpot CRM involves more than just plugging in missing information. It’s about creating a complete and dynamic picture of your contacts and companies. This means adding missing fields, updating outdated records, and enriching leads to transform your CRM into a powerhouse of insights.

Adding missing fields (job title, industry, revenue)

Data enrichment isn't just about filling in the blanks – it’s about building a fuller, more useful picture of your contacts. Imagine knowing not just who your contacts are, but what they do, where they work, and how much revenue they generate.

Enrichment can fill in these critical gaps by adding data attributes such as job titles, industry types, and revenue figures.

By completing these profiles, you can improve personalization in marketing campaigns, making every communication count. Automated tools can streamline the addition of these fields, turning what was once a manual into a seamless process.

Updating outdated contact & company records

Let’s face it, in the fast-paced business arena, information changes rapidly. Regular updates to your CRM ensure that your contact details remain current and accurate.

Data decay timeline:

• Monthly: 2% of contact data becomes outdated

• Quarterly: 7% of business contacts change roles

• Annually: 22.5% of contact database needs updating

• Email addresses: 22.7% bounce rate for aged databases

With the most recent information at your fingertips, companies can engage clients more effectively, making your sales strategy both targeted and informed. Enrichment tools not only automate the update process but also enhance data accuracy, allowing your sales team to engage with clients confidently and efficiently.

Enriching leads from form fills & imports

Form fills and imports are often the starting points for lead generation, but they frequently lack comprehensive data. Enriching these leads adds valuable context and details, turning a basic contact into a qualified lead. Enrichment provides insights into buyer intent, helping you tailor your marketing efforts more effectively. By enriching your leads, you’re not just improving your CRM data; you’re enhancing the overall effectiveness of your marketing strategies.

So, you’re ready to dive into the nuts and bolts of data enrichment. Here’s how you can transform your HubSpot CRM from cluttered chaos to streamlined success.

Step 1 – Connect HubSpot to your enrichment tool

First things first, let’s get connected. Integrating HubSpot with an enrichment tool like Floqer is a breeze.

Integration Checklist:

✅ API credentials configured
✅ Data sync permissions enabled
✅ Field mapping preferences set
✅ Automation workflows activated
✅ Test connection verified

🎥 Watch How It Works: See exactly how Floqer integrates with HubSpot in our step-by-step video guide:

The integration allows seamless data transfer and enrichment, providing you with enriched data directly within HubSpot. Floqer makes the connection process intuitive and straightforward. By leveraging Floqer’s capabilities, you gain access to enriched data to keep your CRM clean and up-to-date.

Step 2 – Set up enrichment waterfall

Imagine a waterfall where each drop represents a piece of valuable data. An enrichment waterfall uses multiple data sources for accuracy, minimizing the chances of incomplete data enrichment.

With a multi-source approach, you can prioritize sources based on their reliability, ensuring a comprehensive enrichment process. Setting up an enrichment waterfall not only enhances data accuracy but also provides a thorough enrichment experience tailored to your needs.

Step 3 – Map fields to avoid overwriting good data

Field mapping is your safety net, ensuring that existing valuable data isn’t lost during the enrichment process.

Smart field mapping strategy:

By defining mappings, you can guarantee that new information integrates correctly without overwriting important data. This step is pivotal in maintaining data integrity, allowing you to preserve the quality of your CRM records.

Step 4 – Run enrichment on test segment first

Before you go full throttle, it’s wise to test the waters. Running enrichment on a small segment allows you to identify potential issues in the process, enabling adjustments and fine-tuning as needed.

Testing Framework:

1. Select Test Group: 50-100 diverse records

2. Define Success Metrics:

   • Match rate target: >80%

   • Data accuracy: >95%

   • No duplicate creation

3. Monitor Results: Track enrichment outcomes

4. Adjust Settings: Fine-tune based on results

5. Scale Gradually: Expand to larger segments

This approach minimizes risks and ensures a smooth rollout of enrichment tools across your CRM data.

Step 5 – Automate ongoing enrichment

Automation is your secret weapon for maintaining consistent data quality. By automating the enrichment process, you save time and reduce the need for manual intervention.

Automation Options:

• 🔄 Real-time enrichment: New contacts enriched instantly

• ⏰ Scheduled batch updates: Weekly/monthly bulk enrichment

• 🎯 Trigger-based enrichment: Based on specific actions or events

• 📊 Smart prioritization: Focus on high-value prospects first

This continuous update mechanism enhances both efficiency and accuracy, making automation an essential component of sustained data hygiene.

A clean CRM is a happy CRM. Before diving into enrichment, it’s crucial to tackle duplicates and bad data head-on.

Deduplication before enrichment

Starting with a clean slate is key. Deduplication ensures you have a tidy CRM, free from the clutter of duplicate records. By identifying and merging duplicates effectively, you prevent the unnecessary duplication of enriched data. A clean CRM not only improves data management but also enhances usability, providing a solid foundation for accurate data enrichment.

Matching rules & merge strategies

Creating matching rules helps identify similar records for merging, ensuring consistency and accuracy in your CRM data. By implementing merge strategies, you can tailor the process to best suit your business needs. Proper rules and strategies are vital for maintaining a tidy CRM, allowing you to focus on what truly matters: growing your business.

What’s the use of enrichment if you can’t measure its impact? Let’s look at some key metrics that can help you gauge the success of your data enrichment efforts.

Match rate improvement

Improved match rates are a clear indicator of better data quality. As you enhance your CRM, you’ll notice a direct correlation between enrichment efforts and increased match rates. Higher match rates lead to more effective marketing campaigns, making this metric crucial for evaluating your enrichment success.

Increase in email deliverability

Accurate and enriched data significantly boosts email deliverability rates. With fewer bounce-backs and more successful campaigns, you’ll see the impact of your enriched CRM data. Monitoring deliverability rates provides valuable insights into the effectiveness of your data enrichment efforts.

Sales pipeline growth

A clean and enriched CRM is the backbone of a thriving sales pipeline. By tracking increases in conversion rates post-enrichment, you can see how your efforts translate into tangible business growth. Sales teams benefit from more qualified leads and opportunities, underscoring the importance of continuous enrichment.

How can I enrich my HubSpot CRM data effectively?

To enrich your HubSpot CRM data, start by integrating it with trusted data sources. Use tools like data enrichment services to auto-fill missing fields. Regularly update your records to ensure accuracy. Leverage HubSpot's built-in features such as workflows and automation to maintain up-to-date information without manual effort. This proactive approach helps in nurturing leads and staying competitive.

What's the best way to avoid duplicate records in HubSpot?

To prevent duplicates, utilize HubSpot's deduplication tools. Regularly clean your database by merging similar records and setting up alerts for potential duplicates. Make it a habit to import data carefully, ensuring consistent formatting, and use unique identifiers like email addresses to match contacts accurately. By doing so, you maintain a clean and organized CRM.

How do I keep my CRM free from messy records?

Stay proactive by implementing data entry guidelines. Encourage your team to follow standardized input methods. Use CRM features such as validation rules and required fields to ensure data consistency. Regular database audits can help spot and rectify any inconsistencies, keeping your CRM clean and reliable.

Can integrating third-party apps help enrich CRM data?

Absolutely! Integrating third-party apps with HubSpot can significantly enrich your CRM data. These apps can provide additional insights like social profiles, company details, or behavioral data. Choose trusted integrations that seamlessly sync with HubSpot, enhancing your data without overwhelming your system. This integration boosts your CRM's power and efficiency.

How frequently should I update my CRM data?

Regular updates are essential for maintaining data integrity. A monthly or quarterly review is generally recommended. However, the frequency may vary depending on your business needs and data volume. Use automated tools to schedule regular updates, ensuring your CRM always reflects the most recent and accurate information.

🚀 Ready to Get Started? As a leading CRM enrichment platform, Floqer specializes in helping businesses transform their HubSpot data quality. Our clients typically see 60%+ improvement in lead quality within the first 30 days.

Book a free HubSpot data audit with Floqer →