Hubspot Duplicate Contacts & Companies Issues & How to Untangle Them
Why HubSpot Duplicate Contacts and Companies can Hurt Your Marketing Team and Affect Your Efficiency?
Your sales and marketing teams rely on clean, marketable, and addressable databases so they can keep email bounce rates low, track progress with companies and contacts, and build campaign lists. Ultimately, duplicate data whether it be contacts or companies can ruin your go-to-market efforts and hurt the customer experience, as well as cause data integrity issues with 3rd party integrations. So why does it matter?
Emailing Contacts Multiple Times. At least, you could be emailing contacts twice without knowing it from different email nurture campaigns, with different content.
Skewed Engagement Metrics. Sending email should usually be based on the contact which is related to the one email address. Communicating via 2 different email addresses can result in one email never being opened or clicked, therefore muddying the waters when it comes to engagement metrics, and lead scoring.
Sending emails to the wrong segments. Savvy email marketers segment out email sends based on attributes, data, or subscription status of various contacts. Having duplicates means you could be sending the wrong email to the wrong contact.
It makes attribution fuzzy. Remember, contacts are the heart of HubSpot. Sales professionals build relationships with contacts. Contacts are the ones that fill out forms; and those same contacts come from channels, marketing campaigns, and business development. Ultimately, that has to translate to deals and source attribution of those deals (whether that be based on channel, campaign, or department) is critical for improving and optimizing your marketing over time.
A Messy Unmanageable Account. Remember that a CRM is designed for multiple humans to interact with it overtime; that’s where probability comes into play—over time, with multiple information sources, forms, and users, it’s common to see accounts with incorrect records and inaccurate data.
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How do Duplicates occur?
We often have clients and or prospects that have multiple domains. This causes a common duplication issue in HubSpot. Since HubSpot only uses the Domain to de-duplicate we are forever merging companies. Often Clients have .CA, .COM, .EU etc. An alternative way to check for duplication is required besides the Domain.
Contacts are the problem in HubSpot because people just have different email addresses. There are often situations where someone uses a personal, free email address and on other downloads, they may use a work address attached to their company domain. What happens here is that there are two contacts created in your CRM. This can lead to doubling up with 2 sales people following each contact up separately. One contact maybe a qualified lead and the other at a different lifecycle stage. When you have duplicates, it can cause problems with both the relationships you’re building and your campaigns.
Typos, misspellings, and internal domains from different departments or locations of the same company are all reasons that cause HubSpot to create a new company automatically.
Solutions, Configuration & De-duplications Tools
Hubspot comes with its own inbuilt de-duplication tool but there are situations that arise that where duplicates are created unnecessarily, and an improved de-dupe tool would be beneficial.
Parent/child company associations
In most cases, if a company has multiple domain variations it means they have branches/franchises. To handle this, HubSpot offers the options of having parent/child company associations. https://knowledge.hubspot.com/companies/how-can-i-add-a-parent-or-child-company-to-an-existing-companies.
This will allow you to correctly associate the right people to the right company domain while still keeping it all organised under the brand domain.
Does this work with the SFDC integration?
No. If you associate two companies in a parent-child relationship in HubSpot, that relationship will not sync to Salesforce. It is also not possible to sync that relationship from Salesforce.
Block Free Emails in HubSpot
Not allowing people to submit a form using a free email address can reduce the number of duplicates getting created in your CRM by forcing visitors to just use their business email. You can block free email addresses by editing the email property on any HubSpot form you use. The platform makes it easy to do so by providing a check box that lets you block all free email providers. However, blocking free email addresses won’t be an effective solution for all companies. If you have a large number of qualified leads who use free email addresses then the cons of this can outweigh the benefits.
Adjust HubSpot Form Settings
If you’re seeing multiple contacts getting compressed into one contact record due to cookies on a shared computer, you might try enabling “add link to reset form” to allow visitors to reset the form. Alternatively, you can prevent the issue from continuing to occur by adjusting the HubSpot form settings in order to not “pre-populate contact fields with known values.”
This is a particularly good precaution to take if you know there is a high shared computer usage amongst your personas, for example, if your target audience works in academia.
The downside of doing that is that it will interfere with your ability to do progressive profiling. So, if you can narrow down where the duplicate contacts are coming from to just a few pages, it’s best to just adjust the settings on those pages instead of site wide.
For Hubspot > Salesforce Integration: Create Consistent Company Records and Hierarchies Across Both Integrated CRMs
- eliminate irrelevant company records
- identify child and parent companies
- tag parent and child companies
- deduplicate companies
- replicate templates for cross-platform deduplication
- associate child companies to parent companies