CRM data cleaning HubSpot

and other CRMs you can connect

CRM data cleaning that doesn’t stop after the spring clean

Your CRM didn’t get dirty overnight. It won’t get clean overnight either. Duplicates, dead emails, empty records and contacts linked to nothing are handled continuously by ready-made workflows running on your CRM: no export, no migration, no data lost.

your CRM · contacts

NameEmailPhoneCompany

John Smith john.smith@acme.com +1 415 555 0134 ACME INC.

SMITH john j.smith@acme.com (415) 555-0134 Acme

- s.miller@ramp.com - -

Luke Carter l.carter@@gmail 415.555.01 Gusto

Mary Lewis m.lewis@ramp.com +1 628 555 0187 -

4 fixes · 1 merge · 0 data lost 5 records, as found when you connect.

The problem · 1

Nobody dirties their CRM on purpose

Five ordinary habits, none of them a mistake. Stacked over two or three years, they leave a database nobody trusts.

Imports
The trade show list, uploaded as is.

847 rows, zero checks
Forms
The same person signs up twice.

work email + personal email
Turnover
A rep leaves, the replacement starts over.

duplicates created in good faith
Syncs
A third-party tool pushes back what was already there.

1 sync = 1 new duplicate
Time
Nothing moves in the CRM. Everything moves outside it.

15 to 30% of contacts change jobs each year

The problem · 2

Four kinds of dirty CRM data, four different costs

“Our data is a mess” can’t be fixed in one go. Behind that sentence sit four distinct data quality defects, each detected and corrected in its own way.

01

Duplicate contacts and companies

Three records for one person, three owners, three histories. Only one is up to date, and nobody knows which.

John Smith · acme.com
SMITH john · acme.com
j. smith · ACME INC.

What it costs: two reps calling the same person, and reports that count the same account twice.

02

Emails that no longer exist

The contact left, the domain changed, the address was mistyped. It still goes out with every campaign.

l.carter@@gmail syntax
j.smith@old-company.com bounce
contact@expired-domain.com

What it costs: your sending domain’s reputation, and eventually your good emails landing in spam. Spot the contacts who have left their company →

03

Records with no identity

An email and nothing else, from a form, a badge scan or a partial import. No name, no company, no title: the record is unusable.

email s.miller@ramp.com
name -
company - · title -

What it costs: leads you paid for, then dropped, because nobody knows what to do with them. Recover a contact’s identity from their email alone →

04

Contacts linked to nothing

The contact exists, the company exists, but they don’t know each other. Or the same company lives under three different records.

Mary Lewis → no company
Ramp · Ramp Business Corp · ramp.com

What it costs: no way to work by account: no 360° view, no ABM, no numbers per company. Move a contact to their new employer when they change jobs →

The problem · 3

Why one-off CRM cleanup never lasts

The reflex: export, dedupe in a spreadsheet, reimport. Three weeks of work, a clean database, and six months later the same mess. Across our customers’ databases, we observe 15 to 30% of B2B contacts changing jobs each year, depending on the segment, whatever you do. Companies merge, domains expire, addresses die. A one-off cleanup treats a stock; what damages your CRM is a flow. The Ogo Security case: 98% fewer duplicates in HubSpot →

Share of usable records in the database, over two years Illustrative diagram · the decay rate reflects the 15 to 30% of contacts we see changing jobs each year

A big cleanup every six months Workflows running in the background The gap between the two

Each jump in the red line is a big cleanup. It lifts the database, never quite back to where it was, then decay resumes. The shaded area is the real cost: time spent deciding on wrong records.

What you can do about it

CRM hygiene as a workflow, not a project

Nothing to build. Duplicates and dead emails have their own cleaning workflows: Duplicate detection and merging, Email verification and Hard bounce handling. The other two defects are fixed by skills of CRM enrichment. Set them up in two minutes and they run.

Fixes Duplicate contacts and companies

Duplicate detection and merging

Workflow · Cleaning

Finds and merges duplicate contacts and companies, and shows you why it matched them.

Scores every pair both ways: what agrees raises the score, what contradicts lowers it
A clear contradiction, like two different first names on the same mobile, blocks the automatic merge
An AI judge reviews the uncertain pairs, and the doubtful ones wait for your approval
Never merges a parent company with its subsidiary
You set the rules that pick the surviving record: most recent activity, most activities, a given value…
You choose, property by property, which value wins: the most recent, the oldest, or both for free text
Every pair comes with its reasons: the matching rule, the score and the judge’s verdict
A separate confidence threshold for contacts and for companies

Fixes Emails that no longer exist

Email verification

Workflow · Cleaning

Verifies the emails of a segment, or of each new lead as it comes in, and finds a working address when the old one is dead.

Writes deliverable, risky, undeliverable or unknown on the record
Dead address: checks whether the contact changed jobs and finds their new email
Keeps the old address on the record when it replaces it
Flags the contacts nobody can reach anymore, with a note or a task
1 credit per verification

Fixes Contacts HubSpot marked as hard bounced

Hard bounce handling

Workflow · Cleaning

Picks up the contacts HubSpot marked as hard bounced, finds their new email, and flags the ones nobody can reach.

Unknown address: looks for the contact’s new email right away
Mailbox full: verifies the address again before deciding
Rejected because of your sending (spam, content): left alone, nothing billed
Flags the unreachable ones to take out of your marketing contacts, the ones HubSpot bills you for

Fixes Records with no identity

Email reverse lookup

Skill · CRM enrichment

Turns a bare email, work or personal, into a full identity.

Finds name, job title, LinkedIn profile, location and language
Creates or links the employer’s company record

Fixes Contacts linked to nothing

Company association

Skill · CRM enrichment

Links every contact to the right company record.

Associates the contact with the existing account, by domain and company name
When a contact changes jobs, Job change tracking repoints them to the new employer

Six workflows · Duplicate detection and merging, Email verification, Hard bounce handling, CRM enrichment, Job change tracking, New hire detection

How it works

Set it up once. It runs on its own.

OAuth connection to your CRM, once. Then every workflow is set up the same way: when it runs, on which records, and how far it can go without you.

01 Two settings: when it runs, and the confidence level from which it merges.

Agent settings · Duplicate detection and merging All changes saved.

Schedule · Frequency

Manual Weekly Daily Cron

Scope

Whole database, contacts and companies12,847 records

Nothing to target: looking for duplicates in part of the database would make no sense.

Confidence · Automatic merge threshold

0.92

Below the threshold, the agent does not merge.

Run Save 3 credits per merge performed

02 It scans the whole database in the background. The scan is free, whatever the volume.

Run in progress Trigger: scheduled

12,847records scanned

23duplicates merged

0data lost

$ workflow.run duplicate_detection · scope: whole database
✓ 12,847 records scanned, contacts and companies
✓ 23 duplicates merged in HubSpot · 0 data lost
✓ next run: Monday 7:00 AM

Your safeguards

Safe by design: what we never do to your data

A cleanup is judged by what it doesn’t break.

The threshold

You set the confidence level from which the agent merges, separately for contacts and companies. Below it, nothing is merged.

Merge rules per property

For each property, you decide which value wins when two records disagree.

The surviving record

A merge keeps one record and fills its empty fields from the others.

Every action traced

Each merge is logged: both records involved, the score, and the reason they were matched.

Your CRM stays the source

No copy of your database. Workflows work through the CRM API, and every change shows in your CRM’s history.

Hosted in Europe

Infrastructure run in France (Scaleway), OAuth access revocable in one click, GDPR compliant, DPA available.

One platform

Cleaning and enrichment in one place

A record with an email and nothing else isn’t a duplicate problem, it’s a missing data problem. CRM enrichment fills those records from 15+ data providers included in your plan, with no provider subscription. Email verification costs 1 credit, an email reverse lookup 8, and nothing is charged when an action finds nothing. See how CRM enrichment fills empty records →

Results

What a first pass looks like

Measured at Ogo Security, a cybersecurity company running HubSpot.

−98%duplicates in HubSpot after the first pass

+31%contact records corrected with a verified email and phone

2 to 3 hsaved per rep, every week

Read the Ogo Security case study →

Compare

Three ways to approach CRM data cleaning

The difference is less about the first pass than about the six months after it.

Criteria	One-off spreadsheet cleanup	Native CRM tools	Jipup workflows
Continuous	No, one pass at a time	Varies by CRM and plan	Yes, on the schedule you set
No export	No, export then reimport	Yes	Yes, works through the CRM API
Merge rules per property	By hand, row by row	Often limited	Yes, you choose which value wins
Data enrichment included	No	Usually a separate tool	Yes, 15+ providers included
Price of entry	Weeks of your team’s time	Depends on your CRM plan	From €120/month (about $139), free trial with 250 credits

Estimate what bad CRM data costs your team →

FAQ

CRM data cleaning, answered

What is CRM data cleaning?

CRM data cleaning, or CRM data cleansing, is the work of finding and fixing what is wrong in your CRM records: duplicate contacts and companies, emails that bounce, records with no name or company, contacts linked to no account. Done well, it is a routine, not a one-time project.

How often should you clean CRM data?

Continuously, or at least every week. We observe 15 to 30% of B2B contacts changing jobs each year across our customers’ databases, depending on the segment, and every import, form and sync adds new defects.

Is CRM data cleansing a service or a software?

Both exist. Agencies sell one-off cleanup projects, usually run on an export of your data. Jipup is software: workflows that run on your CRM on a schedule you set, with no file to send anyone.

How do I clean my HubSpot data without exporting it?

Connect HubSpot through OAuth: the workflows work through the HubSpot API, directly on your records. Duplicate detection and merging scans contacts and companies and merges in place. Nothing is exported.

Will cleaning delete or overwrite my data?

No merge happens below the confidence threshold you set. When two records are merged, you decide property by property which value wins, and the surviving record keeps its empty fields filled from the other. Every merge is traced with both records, the score and the reason. Jipup never keeps a copy of your database.

How do I handle hard bounces in HubSpot?

HubSpot stops emailing a contact after a hard bounce, but the record stays in your base with its dead address. Hard bounce handling picks up those contacts, finds the new email of the ones who changed jobs, and flags the ones nobody can reach so you can take them out of your marketing contacts.

Which CRMs are supported?

Jipup has a native integration with HubSpot and Salesforce. Pipedrive and other CRMs can be connected as well.

Get started

250 free credits when you create your account.

250free credits, no credit card

3credits per merge performed

83merges included in the trial

Scanning the whole database is free, whatever its size: only merges actually performed are counted. See pricing and credit packs →

Start for free Book a demo 250 free credits, no credit card.

Native integration · and other CRMs you can connect

HubSpot

Salesforce

Pipedrive