Messy CRM? Here’s How to Cleanse Your HubSpot Data Fast

Is your HubSpot CRM starting to feel like a digital junk drawer? You’re not alone. Many Kiwi businesses struggle with cluttered databases that slow down operations and cloud decision-making. The truth is, messy CRM data doesn’t just create headaches, it costs you money. Research shows that poor data quality costs organisations an average of $12.9 million annually. But here’s the good news: cleaning up your HubSpot data isn’t as daunting as it seems. With the right approach, you can transform your chaotic CRM into a streamlined powerhouse that actually helps your business grow.

Why Clean HubSpot Data Matters for Kiwi Businesses

Let’s be honest, data cleansing isn’t exactly the most exciting part of running a business. But for New Zealand companies looking to stay competitive, it’s absolutely crucial.

When your HubSpot CRM is filled with duplicates, outdated information, and incomplete records, it’s like trying to navigate Auckland traffic with an outdated GPS. You’ll waste time, miss opportunities, and potentially make costly mistakes.

Clean data means:

• More accurate reporting and forecasting
• Higher team productivity (no more wasted hours hunting for correct information)
• Better customer experiences through personalised communications
• Improved ROI on your HubSpot investment

Common HubSpot Data Problems We See in NZ Companies

Before we dive into solutions, let’s talk about what might be going wrong. These are the most common data issues we encounter when working with New Zealand businesses:

1. Duplicate contacts and companies

That feeling when you realise you’ve been nurturing the same lead twice under different records? It’s not just embarrassing, it’s inefficient. Duplicates create confusion, skew your metrics, and can damage customer relationships.

2. Inconsistent data formats

Phone numbers entered ten different ways. Company names with and without “Ltd.” Email addresses in both upper and lower case. These inconsistencies make searching and segmenting nearly impossible.

3. Outdated information

People change jobs, companies move offices, and business priorities shift. If your data is frozen in 2020, you’re making decisions based on a world that no longer exists.

4. Missing fields and incomplete records

Half-complete contact records are like trying to complete a puzzle with missing pieces. They might look okay at a glance, but they don’t give you the full picture you need for effective marketing and sales.

5. Poor data standardisation

When everyone on your team follows different rules for data entry, chaos ensues. This is especially common in businesses that have grown quickly or merged systems.

How to Cleanse Your HubSpot Data: A Step-by-Step Guide

Ready to roll up your sleeves and sort out your HubSpot data? Here’s our proven process:

Step 1: Audit Your Current Data

Before making any changes, get clear on what you’re working with. Run reports to identify:

• Total number of contacts and companies
• Completeness of critical fields
• Duplicate percentages
• Last update dates
• Data source distribution

This baseline helps you measure progress and prioritise your cleaning efforts.

Step 2: Establish Data Standards

Create clear guidelines for how data should be formatted and entered. Document these standards and make sure your team understands them. This should include:

• Naming conventions
• Required fields
• Format standards (phone numbers, addresses, etc.)
• Data entry protocols

Step 3: Merge Duplicate Records

HubSpot has built-in tools to help identify and merge duplicate contacts and companies. You can set criteria for what constitutes a duplicate (same email, same phone number, etc.) and then review the suggested merges before committing.

For large databases, consider using HubSpot’s bulk merge functionality or working with a partner like Smartmates who can handle complex deduplication at scale.

Step 4: Clean and Standardise Existing Data

Once duplicates are merged, it’s time to clean up what remains:

• Correct formatting issues
• Update outdated information
• Complete missing fields where possible
• Remove irrelevant or obsolete data

Step 5: Enrich Your Data

Sometimes the best way to clean data is to enhance it with additional information. Consider using:

• Data enrichment services
• Progressive profiling in forms
• Sales team input for high-value contacts

Step 6: Implement Data Quality Tools

To maintain clean data going forward:

• Set up validation rules for new data entry
• Use workflow automation to standardise new records
• Schedule regular data quality checks

Step 7: Train Your Team

The best data cleansing efforts fail without proper team training. Make sure everyone who touches HubSpot understands:

• Why data quality matters
• How to enter data correctly
• What to do when they spot issues

Also Read: Enhance Workflow Automation with HubSpot Pipeline Tools

Quick Wins vs Long-term Solutions

While a complete data overhaul might be ideal, we understand that Kiwi businesses need practical solutions. Here are some quick wins you can implement today:

Quick Wins:

• Run HubSpot’s duplicate management tool
• Create a required fields property group for new contacts
• Set up simple data standardisation workflows
• Clean out obviously outdated contacts (e.g., hard bounces, unsubscribes)

Long-term Solutions:

• Develop comprehensive data governance policies
• Implement regular data cleansing schedules
• Integrate systems to maintain data consistency
• Work with experts to create custom data management solutions

Tools That Make HubSpot Data Cleansing Easier

HubSpot offers several built-in tools to help with data cleansing:

Tool	What It Does	Best For
Duplicate Management	Identifies and merges duplicate records	Reducing contact and company overlap
Workflows	Automates data standardisation and enrichment	Maintaining consistent data formats
Properties	Creates custom fields with validation	Ensuring complete and accurate data entry
Lists	Segments contacts based on data quality	Identifying records that need attention
Integrations	Connects with third-party data tools	Advanced cleansing and enrichment

While these native tools are helpful, sometimes you need additional firepower. That’s where partnering with HubSpot experts can make all the difference.

How Smartmates Transforms Messy HubSpot Data for NZ Businesses

At Smartmates, we’ve helped countless New Zealand organisations transform chaotic CRM systems into clean, efficient databases that drive growth. Our approach combines technical expertise with a deep understanding of how Kiwi businesses operate.

Our HubSpot data cleansing process includes:

1. Comprehensive Data Audit: We identify exactly what needs fixing and prioritise based on business impact.
   
2. Custom Cleansing Strategy: Every business is different, so we create tailored plans that address your specific data challenges.
   
3. Technical Implementation: Our certified HubSpot experts handle the heavy lifting, from complex deduplication to custom property creation.
   
4. Process Development: We help you establish sustainable data management practices that keep your CRM clean going forward.
   
5. Team Training: We equip your staff with the knowledge and tools they need to maintain data quality.
   

The Cost of Doing Nothing

Some businesses put off data cleansing because it seems too complex or time-consuming. But consider what messy data is already costing you:

• Lost productivity as teams work with incorrect information
• Missed sales opportunities due to outdated contact details
• Poor customer experience when communications aren’t personalised
• Unreliable reporting leading to flawed strategic decisions
• Wasted marketing spend targeting the wrong prospects

Each month you delay addressing your data problems, these costs continue to mount.

Conclusion: Transform Your HubSpot CRM from Liability to Asset

Clean HubSpot data isn’t just about having tidy records, it’s about transforming your approach to customer relationships. When your CRM contains accurate, complete, and up-to-date information, it becomes a powerful tool for growth rather than a frustrating obligation.

Imagine making confident decisions based on reliable data. Picture your sales team having meaningful conversations without apologising for outdated information. Envision marketing campaigns that consistently reach the right people with the right message.

This transformation is completely achievable, even if your current HubSpot instance feels beyond repair.

We at Smartmates specialise in helping New Zealand businesses cleanse, optimise, and maintain their HubSpot data. Our team of certified experts understands both the technical aspects of data management and the practical needs of Kiwi organisations.

Ready to transform your messy CRM into a growth engine? Contact Smartmates today for a free HubSpot data assessment. We’ll help you understand exactly what needs fixing and create a practical plan to get your data working for you, not against you.

Clean data. Clear decisions. Better business outcomes. That’s the Smartmates promise.