Why List Hygiene Matters for Your Business

Do you know what I have found to be one of the biggest hurdles in CRM data hygiene? 🕰️ Keeping information fresh and relevant! In the world of CRM, data ages like milk, not wine.🥛😬 Trying to run campaigns or outbound efforts using outdated data is like trying to navigate with an ancient map - you might end up in uncharted territory or, worse, completely lost. 🗺️ This challenge reflects our human struggle with time and change. Just as cultures evolve and adapt, so does the information about our customers and prospects. So, how do we keep pace with the relentless march of time? Here are some best practices: ✔️ Regular Data Audits: Schedule periodic reviews of your CRM data. It's like spring cleaning for your digital house! 🏠🧼 ✔️ Leverage Automation: Use HubSpot's tools to automatically update certain fields like workflows moving contacts through the lifecycle stages. Let the robots do the heavy lifting! 🤖💪 ✔️ Encourage Customer Input: Create opportunities for customers to update their own information. It's a win-win - they get better service, you get accurate data! ✔️ Train Your Team: Data hygiene is a team effort! Make data updating a part of every customer interaction Fresh data is the lifeblood of effective sales and marketing. ⏳By keeping your HubSpot CRM up-to-date, you're not just maintaining a database - you're preserving a living, breathing record of your customer relationships. 💖 #DataFreshness #HubSpotCRM #DataManagement #DataHygiene --- 👋🏼 Hi, I'm Omi, co-founder of Diaz & Cooper, a Platinum HubSpot Solutions Partner helping B2B companies create efficient revenue operations. I'm on a mission to bring the human back to HubSpot. Need some help with your data hygiene practices? Let's talk!

If you treat data hygiene like spring cleaning and only tackle it once a year when things get unbearably messy, you're killing your opportunity for new growth channels.   Instead, clean your data on a schedule—not when it becomes a crisis.   Think about it like cleaning your apartment. You don't wait until you can't find your laptop under piles of laundry. You have a routine:    • Dishes every day  • Floors every couple days • Dusting every week   Your CRM data needs the same approach.   The goal here isn’t to keep your data clean and organized for the sake of it. It’s to keep it clean enough so that you can pull a segment and be able to trust it.   Imagine you want to test a new strategy targeting all VPs of Marketing in New York who downloaded your whitepaper and took a meeting with your team. If you have messy data, you'll spend weeks cleaning and deduping before you can even start the to run your play.   And by then, the opportunity is gone.   Because here’s the thing about data: it goes stale. Fast. People leave companies, get promoted, or move laterally. Companies grow, shrink, and open new offices. Parent-child account relationships shift.   If you're not updating this regularly, you might target a completely wrong person or branch. Or even waste time and resources on a dead-end lead.    The advice I give to every GTM team we work with: Set a refresh schedule for your firmographic data. Update headcount every six months. Keep your segments current. Make it routine, not reactive.   Because when you exhaust your current growth channel, be it LinkedIn, Reddit, Google Ads, you need to be able to pivot fast.   What's your data maintenance rhythm? Or are you still treating it like spring cleaning?

At the scale of our enterprise customers, you rely on #data to power your #GTM (cit. James Underhill): if you don't trust your data, your GTM org won't either, and so your ability to target degrades. In a eye-opening exchange with a top #RevOps leader this morning, we agreed that clean data is a fundamental cornerstone to do better #targeting. The email exchange was on the heels of Scalestack processing, in one of our #workflows (which I show below), a large data set of tens of thousands of companies in their CRM, in order to scout target accounts that closely match their ICP. We both came to the simple conclusion that there was a high correlation between those accounts for which we first had properly found all unique identifiers (website URLs and Linkedin URLs), and the accounts that more closely resembled their ICP. Over the past few years, we have been pushed by the GTM "industry" to "get more data", more insights, more stuff to put into your CRM, but that's a fallacy. More companies are starting "back from the basics": CRM hygiene is #1 priority in order to build confidence in your data across your sales and marketing org. Once you do that, THEN you can enrich complete profiles, build better insights, add signals and so on. The workflow in the video (thanks Ezequiel Miodosky, Lucas Rezende and Taya O.K.!) is simple, but killer: it FIRST identifies missing LinkedIn URLs or websites for tens of thousands of target accounts, and THEN it goes further. From the company name (around which we now have built confidence, and uniqueness, and proper hierarchy), we automatically validate and enrich data, and add the most up to date actionable insights.