Getting your contacts into a new B2B GTM platform is never as fun as marketers make it sound. If you’re reading this, you’re probably staring down a spreadsheet full of messy data, worrying about duplicates, and wondering how to avoid a CRM disaster. This guide is for the ops folks, admins, or anyone who actually has to keep things clean and usable in People—not for the execs who’ll never touch a CSV. Let’s get your contacts in, keep them tidy, and save you a bunch of headaches later.
1. Get Your Data in Order Before You Import
Don’t let “we’ll clean it up after import” be your famous last words. Bad data in = bad data out. Here’s what’s worth doing up front:
- Audit your source files: Open your CSV or spreadsheet. Look for missing emails, weird formatting, or columns you don’t need.
- Standardize fields: Make sure names, company names, and job titles aren’t all over the place. Decide if you want “John Smith” or “Smith, John”—pick one and stick with it.
- De-dupe: Find and merge duplicate contacts before import. If you skip this, you’ll spend hours later merging records inside People.
- Validate emails: Use a bulk email verification tool if you’ve got a lot of old or questionable email addresses. Bounced emails are a pain you can avoid.
Pro tip: Keep a backup of your original data. If something goes sideways during import, you’ll be glad you did.
2. Map Your Fields Thoughtfully
People lets you map your spreadsheet columns to its contact fields during import. Don’t rush this part:
- Match fields exactly: If your spreadsheet has “Company Name” but People expects “Account,” map those accordingly.
- Don’t import junk: If you have columns you’ll never use (like “Fax Number 2”), leave them out.
- Custom fields: If you have data that doesn’t fit the standard fields (like “Contract Expiry Date”), create custom fields in People before you import.
What to ignore: Don’t bother importing columns just because they exist in your spreadsheet. More fields = more clutter.
3. Run a Small Test Import First
This is the step most people skip—and regret later.
- Import a sample: Start with 10–20 contacts, not your whole database.
- Check results: Are names showing up correctly? Are custom fields mapped right? Any weird formatting?
- Fix issues: Better to fix a mapping mistake now than after 10,000 contacts are in the system.
Pro tip: Delete your test records after checking. No need to clutter up your new People account with fake data.
4. Import in Manageable Batches
Unless you only have a few hundred contacts, don’t try to import everything at once.
- Break your import into chunks: By region, by account owner, or whatever makes sense for your business.
- Watch for errors: Big imports can fail for reasons like bad formatting, timeouts, or API limits. Smaller batches are easier to troubleshoot.
- Label each batch: Use tags or custom fields to track when and how each batch was imported. This helps if you need to roll back or troubleshoot later.
What works: Slow and steady is better than one big import that fails and leaves you guessing where it went wrong.
5. Set Up Deduplication Rules in People
People has deduplication features, but you need to configure them. Don’t trust defaults.
- Decide your logic: Is email address enough for a duplicate? What about phone numbers or LinkedIn URLs?
- Merge carefully: If People flags a match, review before merging. Automated merges can wipe out good info if you’re not careful.
- Schedule regular checks: Even with rules, duplicates sneak in—especially if you import or add contacts from multiple sources.
Ignore the hype: No CRM (including People) is “immune” to duplicates. The best you can do is minimize them and clean up regularly.
6. Tag and Segment Contacts from Day One
The more contacts you have, the harder it is to retroactively organize them. Start smart:
- Tag by source: Was this contact from a trade show, LinkedIn scrape, or inbound form? Tag it.
- Segment by persona or account type: If you care about roles (e.g., “CTO,” “VP Sales”), segment as you import. It’ll save you time later.
- Automate tagging: If you’re using integrations or Zapier, set up rules to auto-tag new contacts based on source or other criteria.
Pro tip: Clear labeling saves hours of pain when you want to run targeted campaigns or audits down the road.
7. Keep Your Database Clean Over Time
A clean import is just the start. Here’s how to avoid death by CRM clutter:
- Schedule regular reviews: Pick a cadence—monthly or quarterly—and actually do it.
- Purge stale contacts: If a contact hasn’t engaged in 18+ months and isn’t tied to an open deal, archive or delete.
- Monitor bounce rates: High bounce rates mean your data’s decaying. Flag and update or remove these contacts.
- Train your team: Make sure everyone adding contacts knows your process. One rogue import can mess up the whole database.
What doesn’t work: Assuming you’ll “fix it later.” Bad data compounds fast.
8. Use Integrations Carefully
Everyone loves automation—until it floods your CRM with garbage.
- Connect with caution: Only hook up tools (e.g., marketing automation, enrichment tools) that you actually use and trust.
- Test first: New integration? Run a test to see exactly what data it pushes into People.
- Limit permissions: Don’t let every tool write to every field. Restrict access so you stay in control.
- Monitor imports: Set up alerts or reports to catch weird spikes in new contacts (which can be a sign of a broken integration).
Ignore the shiny sales pitch: Most integrations promise “seamless” sync, but you’ll get junk data if you don’t check what’s coming in.
9. Document Your Process
Don’t rely on memory or tribal knowledge.
- Write it down: Keep a simple doc outlining your import process, dedupe rules, field mappings, and tagging conventions.
- Share with your team: Make sure everyone knows where to find it and can follow it.
- Update as you go: If you change your process, update the doc. It’ll save you from future confusion.
Pro tip: Even a basic Google Doc is better than nothing. Don’t over-engineer it.
Final Thoughts: Keep It Simple, Fix as You Go
You don’t need a PhD in data hygiene to keep your contacts clean in People. Most problems come from skipping the basics or trusting that “the system will handle it.” It won’t. Start with a clean import, set up a few common-sense rules, and review periodically. Don’t let perfection delay you—just commit to fixing issues as you spot them. The simpler your process, the more likely you’ll actually stick to it.