**It was brought to my attention that I should build this in a grid with columns for HubSpot and Marketo for better understanding. I will do that one day but this information is still valid and important to understand.

Problem: Poor Data Quality and Integration
Symptoms:
• Duplicate or inconsistent records.
• Missing fields in customer profiles.
• Fragmented data across multiple tools (e.g., CRM, email marketing, analytics platforms).

Step-by-Step Solution:
1. Audit Existing Data
In HubSpot:
1. Navigate to Contacts
2. Use the Advanced Filters tool to identify records with missing key fields, such as email, phone number, or job title.
3. Export data into a spreadsheet for further analysis if needed, using the Export option.
In Marketo:
1. Use Smart Lists to segment contacts with incomplete or invalid data.
• Example: Create a smart list for leads with empty “email address” or “company name” fields.
2. Use the Data Management module to run audits on duplicates or outdated entries.
• Tools for Cross-Platform Audits:
• Use tools like Data Studio or Segment to pull and compare datasets from multiple platforms.

2. Implement Data Cleaning
In HubSpot:
1. Use the Data Sync feature (available in Operations Hub) to merge duplicate records.
2. For bulk edits, use the Import tool to upload cleaned CSV files after correcting errors in a spreadsheet. Ensure all required fields are populated in a consistent format before re-importing.

**You can also use Dedupely if your budget allows to dedupe records. You can skip the import and export action if you just integrate this with HubSpot.

In Marketo:
1. Run a Duplicate Matching Rule:
• Go to Admin > Duplicate Records > Find Duplicates.
• Merge duplicates manually or automate merging with third-party integrations like RingLead (purchased by ZoomInfo in 2024).
2. Use the Flow Actions in campaigns to auto-update fields when new information is captured.

3. Standardize Data Entry
In HubSpot:
1. Enable Property Validation Rules:
• Go to Settings > Properties.
• Set rules for required fields or standardize formats (e.g., phone numbers).
2. Use Form Field Validation:
• Add validation for required fields in HubSpot forms to ensure accurate data collection.
In Marketo:
1. Leverage Form Field Mapping:
• Go to Admin > Field Management and standardize field labels across forms.
2. Use the Default Programs to enforce uniform field population during lead import or form submissions.

4. Ensure Seamless Integration
In HubSpot:
1. Use the Native Integrations feature:
• Navigate to Settings > Integrations and sync tools like Salesforce or Gmail.
• Configure rules for data updates, ensuring only high-quality, deduplicated data syncs.
2. Use Workflows:
• Set up triggers to identify anomalies (e.g., if a lead’s email domain changes suspiciously).
In Marketo:
1. Utilize Marketo’s API for real-time syncing between tools like Salesforce or custom databases.
2. Use tools like Zapier or Tray.io for specific workflows that Marketo doesn’t natively handle.

5. Set Up Regular Maintenance
In HubSpot:
1. Schedule data quality checks by creating a audit dashboard.
• Example: Set up reports that flag incomplete or outdated records weekly (will add example dashboard image soon).
2. Use the Playbooks feature to guide team members on best practices for data entry.
In Marketo:
1. Automate periodic data cleansing workflows:
• Example: Set up a Batch Campaign that runs monthly to identify duplicates and update invalid fields.
2. Use the Revenue Cycle Explorer to monitor the impact of cleaned data on campaign performance.

6. Enrich and Validate Data
In HubSpot:
1. Use Clearbit (bought by HubSpot) or integrations with third-party tools like ZoomInfo or Common Room or Cognism to fill in missing fields.
2. Automate enrichment workflows to append demographic, firmographic, or technographic details.
In Marketo:
1. Leverage the Webhooks feature to pull in real-time data from enrichment tools like Datanyze or InsideView.
2. Validate incoming data via triggers, ensuring only complete and accurate records are saved.

Outcome
• Enhanced Data Accuracy: Improved customer insights and personalized campaigns.
• Better Collaboration: Marketing and sales teams work with reliable, consistent data.