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Clean Up Your Database with HubSpot’s New AI-Powered De-Duplication Tool

Clean Up Your Database with HubSpot’s New AI-Powered De-Duplication Tool Blog Feature

Lexie Ward

HubSpot Trainer, 5+ Years Of Digital Marketing Strategy & Project Management Experience

June 20th, 2019 min read

Finally! An automated, and smart, way to clean up and manage duplicate data in your database.

HubSpot recently released an amazing new feature that uses AI to find duplicate contacts and companies in your database and allows you to easily merge them. The release of this tool provides a critical solution for companies who are struggling with a messy database.

HubSpot Deduplication Tool

Previously, there was no direct way to automatically de-duplicate data through HubSpot without using a more advanced tool like Insycle.

You would either have to go through the time-consuming and tedious process of manually identifying duplicate data and merging the records — or trash any questionable contacts and risk losing valuable data.  

This update is one that seasoned HubSpot users have been anticipating for a while, as mucky data has become a common pain point amongst organizations growing their databases through the inbound methodology.

Duplicate data can be dangerous for a few different reasons, the most important of which is that it can create bad experiences for both your internal team and your customers. You could have multiple members of your sales team reaching out to the same contact via different avenues, without them ever knowing that they are talking to the same person.

Can you imagine how confusing this would be for the customer?

If a potential customer is receiving the same email twice, or hearing from two different sales representatives that are not in sync with each other, it’s going to appear that the organization is unprofessional and disorganized, leaving a not-so-great impression.

HubSpot uses the email address (for contacts) and email sending domain (for companies) as the main identifiers, so when these fields are missing or are inaccurate, HubSpot didn't know that two contacts may actually be the same person. Through all-too-common human error, it can be really easy to end up with duplicate data in your records.

The new tool considers name, email(s), IP-derived country, phone number, zip code, and company name when comparing two objects. And as you choose to accept the suggestions and merge objects or reject them, the tool's machine learning uses your responses to adapt and provide better and more accurate information next time.

The new feature is now available to all Professional and Enterprise HubSpot accounts. To access it, go to your contacts or companies home screens, then click Actions > Manage Duplicates.

So what are you waiting for? Give this tool a try, and you will be one step closer to a clean database.

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