Marketing operations spends hours every month loading, cleaning and deduplicating contacts. How approved contacts can arrive clean instead.
Behind every marketing database is a marketing operations team spending hours on contact hygiene. Spreadsheets from events need reformatting. Lists from sales arrive with inconsistent titles and company names. Duplicates creep in from every source. None of it is strategic, and all of it has to be done.
The best way to reduce clean-up is to stop dirty data arriving. Contacts found automatically from mail headers and calendar invitations are structured from the start. The employee who knows the person can correct the details before release. Deduplication by work email happens before the record reaches the CRM.
For teams on HubSpot, released contacts are written directly, deduplicated by email. Teams on Salesforce receive them through the HubSpot to Salesforce sync they already run. Teams that load data another way can download released contacts as a spreadsheet in their own column format, and every export can be re-downloaded for 24 months.
For a company with $100 million in revenue, RelationLens estimates about $23,600 a year in less manual contact work, on top of the revenue from the contacts themselves. Marketing operations gets its time back for campaigns.