Optimize the cost of HubSpot

How would you optimize your investment in HubSpot? Let’s focus on database hygiene and contact tiering.

Database Hygiene

Maintaining a clean HubSpot database is crucial for both cost optimization and operational efficiency. Here are some key aspects:

Removing Duplicate Contacts:

• Use HubSpot’s Deduplication Tools: HubSpot provides tools to identify and merge duplicate contacts. Regularly use these tools to keep your database clean.
• Manual Checks: Sometimes, automated tools might miss duplicates, especially if the data isn’t exactly the same. Periodic manual checks can help catch these.

Deleting or Merging Irrelevant Contacts:

• Identify Inactive Contacts: Look for contacts who have not engaged with your emails, website, or other channels over a significant period.
• Merge Records: If a contact has multiple records with slightly different information, merge them into a single, comprehensive record.

Regular Audits:

• Conduct Regular Database Audits: Schedule periodic audits of your database to identify areas of clutter, such as outdated or incomplete information.
• Clean Up Data Entry Points: Ensure that the sources feeding into your database, like web forms, are optimized to capture data accurately and prevent duplicates.

Contact Tiering

Effective contact tiering is about prioritizing contacts based on their value or potential value to your business. This helps in focusing resources and efforts where they’re most likely to pay off.

Defining Contact Value:

• High-Value Contacts: These might include repeat customers, leads with a high propensity to buy, or influential contacts in your industry.
• Lower-Value Contacts: Contacts with low engagement or little likelihood of conversion.

Segmentation and Tagging:

• Create Segments: Use HubSpot’s segmentation tools to categorize contacts based on behavior, engagement, purchase history, etc.
• Use Tags and Custom Fields: These can help in quickly identifying the value tier of a contact.

Archiving Inactive Contacts:

• Archive vs. Delete: Decide whether to archive or delete contacts based on their historical and potential future value.
• Archiving Benefits: Archiving keeps the contacts in your system for historical analysis without counting them in your active contact list.

Re-Evaluating Contacts Regularly:

• Dynamic Tiering: Understand that a contact’s value can change over time. Regularly re-evaluate and adjust your tiers accordingly.

Integrating with Other Tools:

• Use CRM and Analytics: Integrating HubSpot with other CRM and analytics tools can provide deeper insights into contact value and engagement.

GDPR Compliance:

• Consider Data Protection Laws: When cleaning your database, be mindful of GDPR and other data protection laws, ensuring you manage data in a compliant manner.

By maintaining a clean and well-organized database and effectively tiering your contacts, you can significantly improve your marketing and sales efficiency, leading to better ROI on your HubSpot investment. Additionally, this approach aids in avoiding unnecessary costs associated with maintaining a bloated database.