Introduction
Collette Health faced a significant challenge with their HubSpot instance, which was brimming with Sales Qualified Leads lacking crucial context. The absence of clear qualification criteria made it difficult for the team to trust the data within their HubSpot account, raising concerns about the authenticity of leads and their current status. They urgently sought a solution to distinguish between leads qualified by team members and those that had grown cold, aiming to streamline their lead management process and enhance overall efficiency.
What we did
To address the issue, we conducted a thorough examination of Collette Health's contacts, companies, lifecycle stages, and workflows. Our investigation revealed that a significant number of contacts and companies had been incorrectly classified as Sales Qualified Leads through a combination of bulk updates, imports, and workflows. Utilizing data analysis techniques, we identified patterns and trends to distinguish between genuinely qualified SQLs and those that had been inaccurately labeled. This analysis shed light on a substantial problem: a considerable portion of the contact database was inaccessible to the BDR team due to flawed data. In response, we devised and implemented cleanup workflows aimed at resetting the lifecycle stage of these contacts and companies, ensuring a more accurate representation of qualified leads in their HubSpot account.
Outcome
Following the data cleanup initiative, Collette Health experienced a notable improvement in their operations. With enhanced visibility into the lifecycle stages of their contacts and companies, the BDRs gained access to a broader pool of leads to engage with. This increased abundance of leads not only provided the team with more opportunities for outreach but also instilled a greater sense of confidence in their ability to leverage HubSpot data effectively. Moreover, the cleanup effort enabled the generation of comprehensive reports on various metrics, including Marketing Qualified Leads progression through the funnel, SQLs generated, and leads earmarked for prospecting. Overall, the outcome of the cleanup initiative empowered the Collette Health team with actionable insights and improved efficiency in their lead management processes.