Data normalization and enrichment

19% of the data contributes to the primary revenue stream

The foundation of successful sales lies in having the right data flow for the sales department. We encourage a data-driven approach in sales. So, when a client approached us with the task of data enrichment and configuring data transfer to HubSpot, we were able to deliver significant value. 

  • Data & Analytics
  • Data Extraction / ETL
  • HubSpot
  • Education


A consulting agency for educational institutions that assists in securing government budgets. Additionally, it's involved in developing its own document management software.

The industry Educational services
The Location USA
Client since 2022

The technology stack

  • HubSpot
  • HubSpot manage
  • Data enrichment
  • Data normalization
  • Data flow
  • HubSpot API
  • Targeting
  • The challenge

    We need to leverage all the benefits of data enrichment and integration with HubSpot, and we need to do it quickly.

    The client expects a user-friendly tool for audience selection, transferring leads to the SDR department, and converting leads into prospects.

  • Our Solution

    1 Assessment of the incoming data array.

    This stage of research is extremely crucial as it accounts for almost 90% of the value creation. Finding the right solution is far more valuable than choosing the technology stack to support it.

    Given our proficiency in both areas, drawing from past experiences, we started with a testing and research phase. Here, we identified opportunities to enhance the client's sales team's workflow.

    2 Data normalization

    This stage is the primary pain point in all projects. In this case, the provided dataset was unsystematic, in various formats, and contained different columns.

    The top priority task was to consolidate the data into a single, normalized format and establish key fields.

    3 Data updating
    Within the datasets provided by the client, we have developed an effective filtering system. We designed filters for categorizing the database based on budget (low-budget, medium-budget, high-budget educational institutions), institution types, offered discounts on services, budget engagement, and other filters essential for convenient data sorting.
    4 Data enrichment

    An important aspect of our work is database enrichment. Using third-party solutions, we were able to gather information about key individuals that the client needed to build a potential client base.

    To develop this solution, we utilized API integrations between the software stack.

    Data upload

    When the database was developed, we migrated it to HubSpot. We created additional fields, notes, and a viewing system.

    For ease of access, we generated a data listing that is convenient to filter and work with.

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