Data fuels HubSpot CRM or any other Customer Relationship Management tool. Any HubSpot development agency would second that. The better the data quality, the better the decision-making will be. Every decision that marketers make is based on the data, and its behavior, for which they use different features of HubSpot CRM.

That’s why having accurate and up-to-date  HubSpot CRM data is essential to designing successful marketing campaigns.

There are a few key ways to improve data quality in CRM systems. Coming from a reliable HubSpot development company, you can also consider these as data auditing steps.

1. Data Validation and Cleansing

This is the process of identifying and correcting incorrect or incomplete data. This can be done manually or through automated means. You can use external tools such as bulk email verifiers, put your list in the tool, and run a scan to check the validity of the contacts. For the contacts that pass the test, you can keep those and remove those that fail the test. This is a quick method.

You can even do it manually by looking at the activity on the contact. If the contact has been unresponsive for about 6-8 months, you know this could be outdated and no longer exist. Maybe the person changed the company and started working for a different one, or the current company changed the email IDs matching their new domain; the reason could be anything.

The point to note is that the contact is incorrect and needs to be removed. That option is also beneficial if you can contact the person and ask about new specifics.

Professionals offering HubSpot development services can guide you to better data validation and cleansing. “You can set your criteria to remove contacts, like if the contact is inactive for six months or one year or more, then you can remove it,” says Muhammad Awais, Marketing Manager, Computan.

2. Data Enrichment

This is the process of adding additional data to records to make them more complete. This can be done through research or by integrating additional data sources.

After cleaning your list and deciding which data entries to keep, you work on enriching the current data by adding more properties to the contact. It could be their new social media channel, phone number, lead status, address, or any further communication channel.

If you are unclear about which properties to keep/add/remove, you can take the assistance of a HubSpot web development agency to help you with data enrichment.

3. Data Management

This is the process of ensuring that data is stored in a secure and accessible manner. HubSpot offers great segmentation and filter options that HubSpot development service providers know who to use to their full potential.

"You can update your lists with new filters and segmentation rules for your new business processes," says Muhammad Awais, Marketing Manager, Computan.

By following these three steps, businesses can improve the quality of their CRM data and ensure it is accurate and up-to-date.

Now, let’s look at some tips to improve the data quality in your HubSpot CRM. How to know that you have quality data?

How to Improve Data Quality in CRM

It is essential to have quality data in your Customer Relationship Management (CRM) software to make informed decisions about your business. The following are some tips from HubSpot crm experts on how you can improve the data quality in your CRM system:

1. Define what quality data means to your organization

The first step to improving your data quality that a HubSpot development agency would suggest is to agree upon a definition of what “quality data” means for your organization. This will ensure everyone is on the same page regarding data entry and cleaning.

2. Have a clear understanding of your business processes

Understanding your business processes is the key to ensuring that the data entered into your CRM system is accurate. Map out your processes and identify the specific data points that must be captured at each stage.

3. Put data entry guidelines in place

To ensure that your data is consistent and high-quality, put data entry guidelines in place for everyone who inputs data into your CRM system. These guidelines should be clear and easy to follow.

4. Conduct regular data audits

Regularly auditing your data will help you to identify any issues with accuracy or completeness. Make sure to put corrective measures in place to address any problems.

5. Make use of data cleansing tools

There are several different data cleansing tools available that HubSpot development companies use, and they can help you to improve the quality of your data. These tools can automate tasks such as duplicate detection and standardization. Deduplication can also be performed in Microsoft Excel.