Success Story
Rullion Data Hygiene – Impact Report
Company
Rullion
Services used
CRM Data Hygiene & Automation
Industry
Recruitment & Staffing
Overview
Over three months, RevOps Automated cleaned and restructured Rullion's HubSpot data so leadership and marketing can rely on it. We merged over 3,400 duplicate records, filled in missing names for 1,900+ contacts and companies, and removed 240 unusable marketing contacts.
Automated workflows and a Data Hygiene Dashboard now keep the CRM clean on an ongoing basis, rather than relying on one-off clean-ups.
Challenges
Rullion's HubSpot data had built up gaps and duplication that made segmentation, reporting and marketing less effective:
Duplicate records. Thousands of contacts and hundreds of companies existed more than once, splitting activity history and skewing reports.
Missing contact data. 2,774 contacts had no first name, and many lacked an associated company name, limiting personalisation and segmentation.
Unnamed companies. Over 100 company records had a known domain but no name.
Wasted marketing contacts. Paid marketing contact slots were taken up by bounced, incorrect, inactive and generic-email contacts.
No visibility of CRM health. Leadership had no single view of data quality or of where clean-up was needed.
Solution
Duplicate removal. We merged over 3,000 duplicate contacts; only 28 remain, held back because they are in active sequences. For companies, we merged 400 duplicates with identical names and addresses. Same-name companies at different locations were kept separate, as location matters in recruitment.
Contact and company enrichment.
Populated 1,500+ missing first names from email addresses.
Built a workflow that fills in missing company names from associated companies, completing 300 contacts so far and updating automatically as new associations are made.
Named 100+ companies automatically from their known domains.
Marketing contact audit. We removed 240 contacts with bounced or incorrect emails or no activity in over 12 months. We also removed generic-email contacts (such as Gmail and Yahoo) with no name or company, freeing paid marketing slots.
Ongoing automation. An exclusion list and workflow now filter out irrelevant contacts automatically, so only active, relevant contacts use paid marketing space. Rullion's team received short video training on maintaining the list.
Data Hygiene Dashboard. A dashboard tracks CRM health in real time, including contacts with missing emails, unsubscribes and lifecycle bottlenecks.
Impact
Rullion's CRM is now cleaner, more complete and maintained automatically, giving marketing and leadership data they can act on.
Result | Detail |
|---|---|
3,400+ duplicates merged | 3,000+ contacts and 400 companies consolidated into single records |
57% fewer contacts missing a first name | Down from 2,774 to 1,183 |
1,900+ records enriched | First names, company names and company names from domains filled in |
240 unusable marketing contacts removed | Bounced, incorrect and inactive contacts cleared from paid marketing space |
1 real-time Data Hygiene Dashboard | Leadership can track CRM health and clean-up progress at a glance |
Improved data accuracy. Removing duplicates and filling gaps has made the CRM more reliable, supporting better segmentation and higher engagement.
Better marketing campaigns. Campaigns now reach only relevant, responsive contacts, reducing wasted spend and improving ROI.
Enhanced reporting. The dashboard gives leadership real-time insight into data quality, supporting more accurate reporting and better decisions.
Ongoing optimisation. Automated workflows keep data clean with less manual effort, making the CRM more scalable as Rullion grows.
“Our HubSpot data had become cluttered with duplicates, missing details and contacts we were paying to market to but could never reach. RevOps Automated cleaned it up quickly and carefully, and understood that location matters in recruitment. They also put automation in place so it stays clean. Our campaigns now reach the right people, and the Data Hygiene Dashboard gives our leadership a clear, real-time view of CRM health. We finally have data we can trust and act on.”
Rullion Leadership Team
Impact Snapshot
3,400
+
duplicate records merged
Over 3,000 contacts and 400 companies were consolidated into single records, so activity history is no longer split and reports reflect reality. Same-name companies at different locations were kept separate, since location matters in recruitment.
99
%
of duplicate contacts resolved
Only 28 duplicate contacts remain, held back because they are in active sequences, leaving the CRM far more reliable for segmentation and outreach.
57
%
fewer contacts missing a first name
Contacts without a first name fell from 2,774 to 1,183, making personalised marketing and communication possible at scale.
1,900
+
records enriched
Over 1,500 first names were populated from email addresses, 300 contacts gained company names through an ongoing workflow, and 100+ companies were named from their domains.
240
unusable marketing contacts removed
Bounced, incorrect and inactive contacts were cleared from paid marketing space, so campaigns now reach relevant, responsive contacts and spend is no longer wasted.
100
%
automated contact filtering
An exclusion list and workflow now filter out irrelevant contacts without manual effort, keeping the CRM clean as Rullion grows.
1
real-time Data Hygiene Dashboard
Leadership can track missing emails, unsubscribes and lifecycle bottlenecks at a glance, supporting more accurate reporting and better decisions.
