finairo Data Ops Case Study
Introduction
finairo, a prominent outsourced financial operations provider, faced challenges with an outdated and cluttered CRM system, which was diluting the effectiveness of its marketing and sales efforts. FullFunnel executed a comprehensive data enrichment project, reducing the contact database from 56,743 to 11,564 highly targeted ICP fits, significantly improving finairo’s marketing efficiency and business outcomes.
Problem
finairo’s CRM contained over 50,000 contacts, many of which were outdated or incomplete, especially given that finairo’s ICP targeting evolved to a more niche focus on professional services firms. This led to inefficient marketing efforts, unreliable data, and an inability to build targeted, effective campaigns.
Specific issues included:
- Contacts not updated in over two years.
- Contacts not matching the Ideal Customer Profile (ICP).
- High bounce rate
- Missing essential information such as email addresses, phone numbers, LinkedIn profiles, job titles, and industries.
These issues significantly hindered finairo’s marketing and sales efforts.
Solution
FullFunnel embarked on a comprehensive data enrichment project to resolve these issues. The steps included:
- Building Lists in HubSpot: Identified contacts with outdated and incomplete data to understand the scope of the problem and prioritize data enrichment efforts.
- Utilizing Clay for Enrichment: Enriched contacts with current employment information, including company names, job titles, and LinkedIn profiles. Clay’s AI tools filtered contacts to match the ICP, enriching their profiles with complete contact information. Clay consolidates 85+ data enrichment tools at the firmographic and contact level, then lets you use formulas & AI to score for accounts that fit your ICP.
- Importing Updated Contacts: Imported enriched contacts back into HubSpot and removed non-ICP contacts to maintain data quality.
- Ongoing Monitoring: Established active lists to monitor and catch contacts that had not been enriched recently, ensuring the process remains ongoing and dynamic.
The Stats
finairo started with 56,743 contacts of which
- 41,114 were found and identified using Clay (72%) which meant those contacts were still active in the market.
Of those 41,114 contacts
- 12,549 meet finairo’s ICP (31%)
- 27,915 work at a new company (68%) and needed their information to be updated. So we then reuploaded
- 11,564 contacts that meet finairo’s ICP and an email address was found to be imported back into HubSpot
- ICP fits that could not be found were isolated and archived for further research.
What started out as a CRM that had over 56,000 contacts in it was streamlined to 11,564 highly targeted ICP fits that will allow the client to have ICP density in their outbound and database marketing efforts.
Outcome
With Clean, Accurate, And Up-To-Date Data, finairo Experienced:
- Reduced errors and improved decision-making capabilities.
- Enhanced ability to build segmented lists for personalized campaigns.
- Sales team access to valuable customer insights, enabling prioritization of high-potential leads and confidence in CRM data accuracy.
The data enrichment project by FullFunnel transformed finairo’s HubSpot data into a streamlined, accurate, and actionable asset. This improvement enhanced marketing and sales efficiency, driving better business outcomes. finairo plans to continue monitoring and enriching its data to maintain high-quality customer information.
Struggling with similar data challenges? Click here to request a consultation and see if FullFunnel’s data ops as a service can help your CRM become an asset not a liability.