Your Leads Are Not Bad - Your CRM Data Is
You are generating leads. The campaigns are working. But somewhere between form submission and sales follow-up, things break down. Leads route to the wrong rep. Attribution shows last-touch only because the data model cannot support multi-touch. Email deliverability drops because your database is full of hard bounces. And when sales complains that "marketing leads are rubbish," nobody can prove otherwise because the data to defend your work does not exist.
The problem is not your campaigns. It is the data infrastructure underneath them. When CRM records are incomplete, duplicated, or decayed, every downstream metric - conversion rates, cost per opportunity, influenced pipeline - becomes unreliable. You end up optimising campaigns against bad signals.
We fix the data layer so your demand gen engine runs on accurate inputs.
What We Fix for Demand Gen Teams
Email Deliverability
Hard bounces kill your sender reputation. Every bounced email lowers your domain score and pushes future campaigns toward spam folders. We identify and remove invalid addresses, verify every contact in your nurture database, and establish ongoing hygiene to keep bounce rates below 2%.
Lead Routing
Routing rules depend on data fields - territory, company size, industry, lead source. When those fields are empty or inconsistent, leads go to the wrong rep or sit unworked in a queue. We standardise the fields your routing depends on so every lead reaches the right person within your SLA.
Attribution Accuracy
Multi-touch attribution requires clean, consistent data across the entire funnel. When contact records are duplicated, campaign membership data is incomplete, or UTM parameters are captured inconsistently, your attribution model produces noise instead of insight. We clean the data so your attribution actually reflects what happened.
List Hygiene
Your marketing database is an asset - but only if it is maintained. We run regular hygiene passes to remove duplicates, update job changes, flag dissolved companies, and suppress contacts who should no longer be marketed to. If you need a full CRM data cleanse, we handle that too.
Your KPIs, Our Focus
| Your KPI | How We Help |
|---|---|
| Email deliverability rate | Verified database, hard bounces removed, ongoing hygiene keeps bounce rate below 2% |
| Lead-to-opportunity conversion | Clean routing data means leads reach the right rep faster and get worked properly |
| Attribution accuracy | Deduplicated records and standardised campaign data feed reliable multi-touch models |
| Cost per opportunity | When attribution is accurate, you optimise spend against real performance - not noise |
Service Options
CRM Quality Audit
Start here to understand the current state of your marketing database. We audit completeness, duplication rates, bounce risk, and field consistency. You receive a scored dataset and a prioritised action plan. If you are running HubSpot, we have specific audit processes for that platform.
Pipeline Retainer
Ongoing database hygiene - monthly deduplication, bounce removal, job change detection, and field standardisation. Your marketing database stays clean without your team touching it. Most demand gen teams pair this with quarterly enrichment passes to fill gaps.
CRM Cleanup
One-off deep clean when your database has degraded beyond what monthly maintenance can fix. We deduplicate, verify, enrich, and standardise every record. Typical turnaround is 7-10 business days.
Case Study
Case study placeholder - a B2B SaaS company where we cleaned a 25,000-record HubSpot database, reducing duplicates by 34%, improving email deliverability from 82% to 97%, and enabling accurate multi-touch attribution for the first time. Marketing was able to prove £1.2M in influenced pipeline within the first quarter after cleanup.
Book a free scoping call - we will review your current database health and tell you exactly what needs fixing to improve deliverability, routing, and attribution.
Frequently Asked Questions
How quickly will deliverability improve?
Most teams see bounce rates drop within the first campaign after cleanup. The full impact on sender reputation takes 4-6 weeks as email providers recalibrate your domain score based on improved engagement metrics.
Do you work with HubSpot and Salesforce?
Yes. We work with both platforms and understand the specific data structure, workflow, and integration patterns of each. We also work with Marketo, Pardot, and any system that exports to CSV.
Can you help with our attribution model?
We clean the data that feeds your attribution model - deduplicated contacts, consistent campaign membership, standardised UTM capture. We do not build attribution models ourselves, but we ensure the data going into yours is reliable.
What does it cost?
CRM Quality Audits start at £2,000. Retainers start at £2,500 per month. We scope precisely on a call based on your database size and the specific issues you need addressed.
How is this different from using a tool like Clearbit or ZoomInfo?
Tools automate parts of the process. They do not deduplicate your database, standardise your field values, or cross-reference multiple sources to verify accuracy. We provide the operational layer that makes your tools work properly.
Book a Scoping Call
Book a free 30-minute scoping call to see how ClientWise can help.
Book a Scoping CallFrequently Asked Questions
- How quickly will deliverability improve?
- Most teams see bounce rates drop within the first campaign after cleanup. The full impact on sender reputation takes 4-6 weeks as email providers recalibrate your domain score based on improved engagement metrics.
- Do you work with HubSpot and Salesforce?
- Yes. We work with both platforms and understand the specific data structure, workflow, and integration patterns of each. We also work with Marketo, Pardot, and any system that exports to CSV.
- Can you help with our attribution model?
- We clean the data that feeds your attribution model - deduplicated contacts, consistent campaign membership, standardised UTM capture. We do not build attribution models ourselves, but we ensure the data going into yours is reliable.
- What does it cost?
- CRM Quality Audits start at £2,000. Retainers start at £2,500 per month. We scope precisely on a call based on your database size and the specific issues you need addressed.
- How is this different from using a tool like Clearbit or ZoomInfo?
- Tools automate parts of the process. They do not deduplicate your database, standardise your field values, or cross-reference multiple sources to verify accuracy. We provide the operational layer that makes your tools work properly.