Case Study: Data Normalization for Global Staffing

Significant Time Savings in Contact Segmentation

Client Snapshot

Detail	Value
Client:	Potentiam
Industry:	Recruitment and Staffing (Global Scale)
Primary Challenge:	Inconsistent contact data across HubSpot properties, hindering accurate segmentation for sales and marketing teams
Intervention Focus:	Data normalization using normlz.com to standardize contact records for efficient segmentation

The Challenge: Data Chaos Slowing Segmentation

Potentiam manages leads across three international markets in HubSpot, but inconsistent data formats created major roadblocks. Contact records had duplicate, varying entries for key fields like location, role, and industry.

This led to two core issues:

Inaccurate Segmentation: Sales and marketing teams couldn`'`t reliably segment contacts by geography or job title, causing manual review of 80% of records before campaigns or routing.
Time-Intensive Cleanup: Teams spent hours weekly deduplicating and standardizing data, delaying targeted outreach and reporting.

Poor data quality meant missed opportunities and frustrated teams unable to leverage HubSpot`'`s full potential for precise sales and marketing alignment.

The Solution: normlz.com Data Normalization

We used normlz.com to normalize all contact data in HubSpot, transforming messy records into clean, standardized assets ready for segmentation.

1Comprehensive Normalization Process

Bulk Property Standardization: Processed over 50,000 contact records, normalizing fields like country, city, job title, and company name to consistent formats.
Deduplication and Enrichment: Identified and merged duplicates, ensuring single records per unique contact with accurate segmentation tags.
Custom Mapping: Mapped normalized data to HubSpot properties for seamless use in lists, workflows, and reports.

The normlz.com tool handled everything automatically, eliminating manual intervention and enabling instant segmentation by region, role, or lead source.

The Results: Massive Time Savings

Normalization unlocked efficient contact segmentation, directly benefiting sales and marketing with clean data.

Metric	Before normlz.com	After Normalization	Savings
Manual Record Reviews for Segmentation	80% of Records	5%	94% Reduction
Weekly Data Cleanup Hours (Team Total)	20 Hours	1 Hour	95% Savings
Segmentation Accuracy	62%	99%	60% Improvement
Time to Launch Segmented Campaigns	3 Days	2 Hours	93% Faster

Sales and marketing teams now segment contacts effortlessly, saving hundreds of hours annually and boosting campaign precision. Normalized data powers accurate routing and reporting without reconciliation efforts.

The Client`'`s Takeaway: normlz.com turned data chaos into a strategic asset, freeing teams to focus on revenue instead of cleanup.

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