CRM data quality directly shapes marketing performance. In this course, you’ll learn how to optimize your CRM to ensure campaigns reach the right audience, workflows trigger correctly, and results can be trusted.

Using a real-world B2B marketing scenario, you’ll analyze CRM data health and understand how incomplete, inaccurate, or outdated data impacts campaign outcomes. You’ll identify common data issues such as missing fields, duplicate records, inconsistent values, and stale lifecycle stages, and learn how to diagnose them before they affect performance. You’ll then apply practical data cleaning techniques, including deduplication, standardization, and enrichment, using tools like HubSpot CRM. Through hands-on activities, you’ll practice auditing datasets, prioritizing fixes, and executing structured cleanup workflows. Finally, you’ll design automated CRM workflows to maintain data quality over time. You’ll learn how to build triggers, update properties, and configure re-enrollment logic so your data stays accurate without constant manual effort. This course is designed for CRM administrators, marketing operations professionals, CRM specialists, database managers, and marketers responsible for maintaining customer data and supporting campaign execution. Basic familiarity with marketing campaigns and CRM tools, such as HubSpot, is helpful for understanding the concepts and completing the hands-on activities. By the end of this course, you’ll be able to manage CRM data as a core driver of marketing success by improving targeting, personalization, reporting accuracy, and campaign ROI.