Written by: Hayley Bonnett
Published: 14 July, 2025
As your business grows, so does your contact database—which makes having good data hygiene practices more important than ever. Clean, organized data allows you to segment more effectively, personalize outreach, report accurately, and ultimately grow your business more efficiently.
Whether you’re already using HubSpot or you’re just getting started, maintaining your CRM should be a regular priority. Below are some of the best practices for keeping your HubSpot CRM data healthy and up to date.
When different team members use different labels for the same things, your CRM becomes messy quickly. To avoid this:
While you don’t want to overwhelm your team (or your leads) with too many required fields, a few well-chosen required fields on forms and in contact creation help keep your data consistent and complete.
Think about what information is truly essential for your team to qualify or follow up on leads—and set those as required. Consider pairing required fields with validation rules to further improve consistency and accuracy.
Duplicates lead to disjointed communication and inaccurate reporting. HubSpot's duplicate management tool can help identify and merge contacts that share similar information (like email or name).
Make it a habit to check for and merge duplicates weekly or monthly, depending on your contact volume.
Keeping inactive contacts in your CRM bloats your database, hurts email deliverability, and skews performance metrics.
As teams grow and evolve, it's common for CRMs to accumulate custom properties that are outdated, unused, or unclear.
Automation can help you enforce data hygiene best practices with minimal manual effort. For example:
The best tech stack in the world won’t help if your team isn’t aligned. Ensure everyone understands:
Consider creating internal documentation or training sessions to support team-wide consistency.
Maintaining good data hygiene in HubSpot isn’t a one-and-done task—it’s a continuous process. But with regular upkeep and the right systems in place, you’ll spend less time cleaning up messes and more time driving results.
Need help getting your HubSpot portal organized? Contact us today to book a HubSpot audit today.
Hayley Bonnett is one of our Canadians working from Calgary, Alberta, a great location for her due to her love of the mountains. She recently graduated with a BBA majoring in marketing and is excited to continue learning and further her education even more.
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