Dear Reader,
Welcome to the eighth edition of Ask Achan. Who’s Achan, you ask? He’s our in-house HubSpot expert and the Chief Growth Officer here at Concentrate.
Each month, we’ll dive into your HubSpot questions with simple, actionable tips to help you get the most out of the platform. We're passionate about helping B2B companies like yours grow with HubSpot. If you’re struggling with personalisation or engagement, I’m here to guide you through it.
Got a question? Send it my way.
One of the most common issues I hear from Kiwi businesses is exactly what this Reddit question described:
Let’s be real - dirty CRM data is a hidden growth killer. It slows your team down, messes with reporting, and makes sales and marketing work way harder than it should. I see it often in the businesses Concentrate work with: missing fields, duplicates, inconsistent formats, and zero visibility into what’s actually happening in the system.
The good news? With HubSpot’s Data Hub this doesn’t have to be your reality.
Here’s the thing, bad data isn’t just a one-off problem. It creeps in over time, especially when:
If you’re nodding along, you’ll want a system that actively monitors, cleans, and enriches your CRM. That’s exactly what HubSpot’s tools do.
HubSpot’s Data Quality Software powered by AI tackles these problems head-on. It doesn’t just highlight issues, it actively fixes them:
Automated cleanup removes duplicates and enforces consistent formatting.
Smart enrichment fills in missing contact and company details automatically.
AI monitoring identifies anomalies and gaps before they impact your pipeline.
Centralised visibility gives your team a single dashboard to track data health.
Continuous maintenance keeps your CRM accurate over time, not just in one-off fixes.
In short, HubSpot turns your CRM from a messy database into a trusted source of truth. Sales teams get accurate leads, marketing can segment with confidence, and leadership can make smarter, data-driven decisions all without the hours of manual cleanup.
Sales gets reliable lead info for better qualification and prioritisation
Marketing can segment accurately and run personalisation campaigns confidently
Ops / RevOps can trust the dashboards and automate without worry
Leadership sees a true picture of pipeline and data health
Put simply: clean data = confident decisions + faster growth.
Know where you’re starting
Before you do anything, check the Data Quality Overview in HubSpot. It’s like taking your CRM’s temperature you’ll see what’s working, what’s missing, and what’s messy.
Let HubSpot do the heavy lifting
Turn on smart enrichment so missing info gets filled in automatically. HubSpot will pull in company details, job titles, and other key fields, saving you hours of manual work.
Set some rules
Create data rules to enforce consistent formats and block bad imports. Think of it as putting guardrails around your CRM it keeps new data clean from the start.
Check in regularly
Run quarterly audits to catch duplicates, gaps, or weird anomalies. A little regular maintenance prevents big headaches later.
Stay on top without overthinking it
Use the weekly digest. HubSpot will send a quick snapshot of trends and issues so you always know what’s going on without spending hours poking around.
Dirty CRM data doesn’t have to be your problem. With HubSpot’s AI-powered Data Quality Software, you can finally take control, keep your records clean, and give your sales and marketing teams the confidence to focus on what really matters closing deals and delighting customers.
Ready to turn these tips into real results? Contact the Concentrate team today.
See you in the next edition of Ask Achan.