The Company
Outsourced financial operations for professional services firms.
finairo is a prominent outsourced financial operations provider. As finairo's Ideal Customer Profile evolved toward a more niche focus on professional services firms, its CRM hadn't kept pace.
The Challenge
Over 50,000 contacts, and no way to tell which ones mattered.
finairo faced challenges with an outdated and cluttered CRM system, which was diluting the effectiveness of its marketing and sales efforts. The CRM contained over 50,000 contacts, many of which were outdated, incomplete, or no longer matched the evolving ICP — contacts not updated in over two years, missing email addresses, phone numbers, LinkedIn profiles, job titles, or industries. This led to inefficient marketing, unreliable data, and an inability to build targeted, effective campaigns.
The Approach
Enrich, filter, and keep it clean going forward.
FullFunnel executed a comprehensive data enrichment project using HubSpot and Clay.
Step 1
Building lists in HubSpot
Identified contacts with outdated and incomplete data to understand the scope of the problem and prioritize enrichment efforts.
Step 2
Enrichment with Clay
Enriched contacts with current employment information — company names, job titles, LinkedIn profiles — while Clay's AI tools filtered contacts to match the ICP.
Step 3
Importing updated contacts
Imported enriched contacts back into HubSpot and removed non-ICP contacts to maintain data quality.
Step 4
Ongoing monitoring
Established active lists to monitor and catch contacts that had not been enriched recently, keeping the database clean going forward.