How We Helped a B2B Distributor Reduce Duplicate Records in HubSpot

B2B manufacturing distributor with 200 employees relied on HubSpot to manage sales opportunities, customer relationships, marketing campaigns, and support communications.

Its CRM was used by 10 inside sales representatives, five customer service representatives, a marketing manager, and an operations lead.

Distributor struggled with duplicate records that continued appearing even after previous cleanup efforts. Monthly imports frequently created new contact and company records instead of updating existing ones. Customer inquiries from alternative email addresses and shared mailboxes introduced additional duplicates. An earlier CRM audit identified duplicate records but did not establish why they were repeatedly created.

An initial discovery identified the following issues:

8,450 contact records, including approximately 640 suspected duplicate contact pairs.

185 suspected duplicate company pairs requiring investigation.

28% of priority accounts had information distributed across two or more company records.

Duplicate contacts caused some customers to receive repeated marketing communications.

Customer service representatives struggled to locate complete customer histories and associated sales opportunities.

These issues reduced confidence in HubSpot and created unnecessary work for sales, marketing, and support teams.