Does your CRM spark joy?

By Michelle Jones, Creativate. 

Sometimes your databases can get a bit cluttered and it might be time to do a little decluttering.  

Customer relationship management (CRM) is a key tool for businesses of all sizes. These programs enhance your customer relationships and boost your sales efforts by allowing for data tracking, clearer communication and a more focused operational system. Ultimately, having a good CRM in place means that customers leave happier and your bottom-line benefits.  

But these CRM systems can get complicated fast! You might find your database starting to grow cluttered and hard to manage with duplicated, outdated and unorganized data. Luckily Creativate has extensive experience with CRM, a gold-status with HubSpot and some ideas for how you can start cleaning up your data!  

Prep for pruning: Complete the incomplete and de-dupe  

Preparing your data for pruning is crucial. Start by conducting a thorough audit of your existing data, identifying any inconsistencies or redundancies. This will give you a clear picture of what needs to be cleaned.  

Notice more than one record for the same contact? That means a de-dupe or merge is in order! Missing an email for a contact record? Get the information loaded in now so you are not missing opportunities to connect and engage. As time has gone on, do you have additional details on your contacts? Birthdays, favorite sports teams, kids names? Mark it down now and thank yourself later.  

Cleaning your database may seem daunting, but it doesn't have to be. With a systematic approach, you can make your database more organized and efficient.  

Let go of the unengaged: Make room for the engaged  

Generally, if they haven't opened an email in the last 11 deployments (or ever) and if they're not responding or interacting, it's time to cut them loose! Discuss your business’ typical lifecycle and determine how to define “unengaged.”   

Most CRMs have a cap on how many contacts you can have within your system. In HubSpot, you can mark non-marketing contacts to clear out the unengaged to be sure you have the capacity. This way, you can spend your energy reaching out to those that want to be engaged and are real opportunities for your business.  

Make way for strategy: Create segments and filters  

Don't forget to segment your customer data based on relevant criteria like purchasing behavior, demographics, etc. This will help you in personalizing your marketing efforts and reaching the right audience.  

Setting smarter filters is another key aspect of database management. Filters help in narrowing down your data, making it easier to find the information you need. Make sure to set filters that align with your business objectives.  

In conclusion 

Database cleansing is not just a one-time task, but an ongoing process. Regular audits (monthly, quarterly, bi-annually or what makes the most sense for your business) and updates are key to maintaining a clean and efficient database. If you need help with your CRM, feel free to reach out to us at Creativate. We're here to make your journey smoother! You can also download our HubSpot Data Clean Up Tips here. 

Remember, a clean database means cleaner strategies and cleaner strategies mean better results. Happy cleaning! 

Original article source: Creativate