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How to keep your CRM updated & functional

Picture of Viktor Olsson Viktor Olsson |


As a CRM Consultant, I understand the critical role that accurate data plays in driving sales and marketing success. However, it's not uncommon to encounter incorrect information that enters your HubSpot portal for various reasons, such as human error or outdated information.

Rather than considering this a roadblock, it presents an opportunity to optimize and streamline your data. Regularly cleaning your entire portal is essential for ensuring reliable reporting and informed decision-making. In this blog post, we'll guide you through a step-by-step process to help you organize an effective clean-up process for all aspects of your HubSpot portal. Whether you do it quarterly or more often, investing time in cleaning up your portal will enhance the accuracy and reliability of your sales and marketing efforts.


Audit your portal

Optimize your HubSpot portal and stay ahead of the game! Take the time to review anything that's not being used, outdated, or overdue. With HubSpot, you have the tools to monitor and track the performance of each asset and make informed decisions on what needs to be addressed. Don't let outdated or neglected assets weigh you down - keep your workspace clean, efficient, and up-to-date. With a little bit of effort, you'll reap the rewards of increased productivity and success!

Here is a few examples of what that might be,

  • Lists - Clean up your cluttered lists! Take a look at the right-hand column on your Lists page to check if they're still connected to active workflows or scheduled emails. If not, hit that delete button! Don't let unused lists pile up and weigh you down
  • Forms - Hunt down those lonely forms that are not published on any landing page or have zero submissions. Then, consult your team to decide whether it's time to bid them farewell and hit the delete button. Keep your form list fresh and thriving!
  • Properties - While it may seem like a daunting task, it's essential to identify properties with no data or redundant naming to streamline your process. Begin by working with your team to determine which properties can be safely deleted or merged. To get started, navigate to Settings>Properties and export all properties. You'll receive a spreadsheet that can be sorted by custom or default properties, the number of records with that value, and other options to refer to. With a little bit of effort, you'll simplify your workspace and boost your productivity!
  • Workflows - Revamp your workflows for better performance! First, review all the active workflows to ensure they are functioning correctly. Then, take a look at the inactive ones and consider deleting any that no longer serve a purpose. This includes workflows created for testing purposes with no current function or those with zero enrollment and completions. Don't let outdated workflows bog you down - streamline your process for maximum efficiency!
  • Campaigns - Begin by identifying any duplicate or irrelevant campaigns that can be safely deleted. Perhaps you have campaigns that were created for testing or that lack any associated assets. If so, it's time to bid them adieu and remove them from HubSpot. Simplify your workspace and make way for more effective campaigns that truly matter!
  • Landing pages / Website pages - It's time to unpublish and archive any pages that no longer serve a purpose on your site. For Landing Pages, consider archiving those used for temporary campaigns or outdated materials. As for Website pages, you may have old pages that were removed from your site menu but can still be found through a search. If the content and design no longer align with your company, it's time to take action and unpublish them. Be sure to redirect the URL to avoid any 404 errors and keep your visitors happy and engaged!
  • CTA's - Start by identifying any CTAs that are not currently in use, and discuss with your team whether they can be safely deleted. To do this, check the far-right column to see where the CTA is connected. Don't let unused CTAs clutter your workspace and confuse your visitors. Keep only the most effective ones and ensure that they are driving conversions and engagement.

Focusing on Contacts

Keep your contact database in top shape and drive results! Take the time to review your contacts and assess the condition of your data. Ask yourself if the data is helpful and relevant to your team. This process will help you identify what to keep and what to remove, so you can streamline your database and optimize your efforts. 😊


Merge and remove duplicates

As HubSpot Professional & Enterprise customers you have the possibility to use the built in function to merge & remove duplicates and this is an excellent way to keep your contacts in check.

Screenshot CRM


Remove bounced contacts

Create a list of bounced contacts, and then delete them from your database using the following process:

  1. In your HubSpot account, navigate to Contacts > Lists.
    1. In the upper right, click Create list.
    2. In the top left, click the pencil icon edit and enter a name for the list.
  2. In the upper left, click the dropdown menu and select Active list.
  3. In the left panel, select the criteria for bounced contacts:
    1. Select Contact properties.
    2. Search and select Email hard bounce reason.
    3. In the upper right, click Save.
  4. Once it populates, you can delete the bounced contacts.

Quality control reports

Creating a dashboard filled with reports on the metrics you deem important is a great way to get a clear overview of your current state. For example, you can create a report that displays contacts missing the field "Buying role" to help you identify gaps in your data.

But why stop there? You can take your QC Dashboard to the next level by setting it to email on a recurring schedule to certain people within your organization who can follow up on these metrics. This feature ensures that your team is always up-to-date on your metrics and can take action to address any issues.

With a well-designed QC Dashboard, you can stay on top of your metrics and make data-driven decisions that drive growth and success for your business. Don't wait - start creating your own QC Dashboard today!"


Screenshot CRM HubSpot



Optimizing your HubSpot portal is crucial for maintaining a healthy and efficient sales and marketing process. By performing regular clean-ups, you can ensure that your data is up-to-date, relevant, and accurate. But where do you start? 

Well we have a idea about that :-), We call it Q-Hub! As a trusted partner, we understand the challenges of managing your HubSpot portal and can help you navigate the process from start to finish. Our team of experts will work with you to identify areas that need improvement, develop a plan to optimize your portal, and provide ongoing support to ensure your success.

With Q-Hub, you can unlock the full potential of your HubSpot portal and take your business to new heights. Contact us today to learn how we can help you streamline your sales and marketing process and achieve your business goals.

If you need help to audit your HubSpot portal and clean your data, feel free to book a call below with us ☺️


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