If you’ve ever tried to get real value out of your B2B contact database, you know the drill: messy imports, duplicate entries, weird formatting, and half your data belongs to the wrong industry. If you’re using Attio (or thinking about it), this guide is for you. We’ll go step-by-step through importing, cleaning, and organizing your contacts so you can actually segment them—and, you know, do your job. Skip the “transform your sales pipeline” fluff; let’s just get your data in shape.
Step 1: Prep Your B2B Contact Data Before Importing
Most import headaches start before you even touch Attio. Garbage in, garbage out, as the saying goes. Here’s how to start on the right foot:
- Standardize your spreadsheet columns. Make sure each column has a clear, consistent header (like “First Name,” “Last Name,” “Email,” “Company,” “Industry,” etc.). Avoid weird variations (“E-mail Address” vs. “Email”).
- Remove obvious junk. Delete rows with no email, random notes, or test data. If you wouldn’t want to email them, drop them.
- Fix formatting issues. Dates should look like dates, phone numbers should be numbers—not “CALL LATER.”
- Check for duplicates. If you have the same contact multiple times, merge them now. Trust me, Attio has some deduplication, but starting clean saves headaches.
- Export in CSV format. Attio likes CSV. Excel is okay, but CSV is less likely to break things.
Pro tip: Don’t try to import everything at once. Start with a small sample (maybe 20–50 contacts) to see how your data lands in Attio. Once you’re happy, do the full import.
Step 2: Importing Contacts into Attio
Let’s get your data in. Attio’s import tool is pretty straightforward, but you still need to pay attention.
- Go to the ‘People’ page.
- Click the “Import” button (usually top right) and pick “Import CSV.”
- Upload your file. Drag and drop, or pick it from your computer.
- Map your columns. This part matters. Attio will try to guess, but double-check:
- “First Name” goes to “First Name”
- “Email” goes to “Email”
- If you have custom columns (like “Lead Source” or “Annual Revenue”), create custom fields in Attio if you want to keep them.
- Choose how to handle duplicates. Attio lets you skip, merge, or update existing contacts. Usually, “merge” is the safest bet, but read the fine print—sometimes it’ll overwrite good data with bad.
- Start the import. Let Attio do its thing. For large lists, it might take a few minutes.
What works: Attio’s import tool is faster and less clunky than a lot of CRMs. It’s forgiving if your columns are off, but don’t get lazy.
What doesn’t: If your data is a total mess, Attio won’t magically fix it. You’ll just have a mess inside a shinier tool.
Step 3: Clean Up Your Imported Data
No matter how careful you are, imports bring in clutter. Here’s how to clean up inside Attio:
- Find and merge duplicates.
- Use Attio’s built-in deduplication (find it in the settings or via the search bar). Flag any weird merges—sometimes two people at the same company get squished into one.
- Standardize key fields.
- Check “Industry,” “Job Title,” and any custom tags. For example, “SaaS” and “Software-as-a-Service” should mean the same thing—pick one, edit the rest.
- Fix incomplete records.
- Use filters to find contacts missing emails, names, or company info. Fill in what you can, or delete the truly empty ones.
- Clean up custom fields.
- If you imported columns like “Lead Status” or “Region,” make sure the options are consistent (not “West” and “W” and “Western US” all floating around).
Pro tip: Use Attio’s bulk edit tools. You can select a bunch of records and update fields all at once—way faster than editing one by one.
Step 4: Add Structure for Better Segmentation
Now your data’s clean (ish), let’s make it segmentable. The more structure, the easier your life will be.
- Set up lists and tags.
- Segment by whatever matters: industry, deal stage, geography, lead source, etc.
- Tags are flexible, but don’t go overboard—too many and you’ll never use them.
- Use custom fields.
- If you need to track something specific (like “Partner Status” or “Renewal Date”), create a custom field. Just keep it simple.
- Create saved filters.
- Save views for “All SaaS companies in California” or “Contacts missing phone numbers.” Use these for cleaning, outreach, or just staying organized.
What works: Attio’s segmentation is fast and pretty intuitive. Filters are easy to apply and combine.
What doesn’t: If you try to track everything (“we might need this field someday!”), your database will get bloated and confusing. Stick to what you’ll actually use.
Step 5: Automate the Boring Stuff (But Don’t Overdo It)
Attio has some automation features—think rules for tagging, routing, or updating fields. Use them for things you always want to happen, like:
- Automatically tag new contacts based on email domain (e.g., everything from “@bigcorp.com” gets a “BigCorp” tag).
- Set reminders for incomplete contacts (“Missing phone number” after 7 days).
- Auto-update fields when status changes.
But don’t get sucked into building a Rube Goldberg machine of automations. More rules = more to maintain. Start simple, see what saves you effort, and add more later if you actually need them.
Step 6: Segment and Test
Time for the payoff: segmentation. Here’s how to get useful slices of your B2B contact data:
- Build saved views for each key segment: For example, “Decision Makers in SaaS Companies,” “Leads from 2023 events,” or “Customers up for renewal this quarter.”
- Export segments for campaigns: Attio lets you export filtered lists as CSVs if you need to use them in email tools, ad platforms, etc.
- Test your segments: Pull up a few contacts in each segment—are they who you expect? If not, tweak your filters or go back and clean up miscategorized records.
Pro tip: Don’t get too clever. The best segments are the ones you’ll actually use regularly, not the fanciest filters you can build.
What to Ignore (at Least for Now)
- Enrichment add-ons: Attio and other CRMs will push data enrichment tools (“Get 50 more fields for every contact!”). These can be helpful, but often bring in stale or inaccurate data. Get your basics right first.
- Overcomplicated workflows: Unless you have a team of admins or a ton of time, keep your setup simple. It’s easier to add complexity later than to untangle a mess.
- Importing every scrap of historic data: Old, incomplete, or random contacts from ten years ago usually aren’t worth the effort. Focus on recent, useful data.
Wrapping Up: Keep It Simple and Iterate
Cleaning and importing B2B contact data into Attio isn’t glamorous, but it’s what makes segmentation actually work. Don’t aim for perfection on day one. Start with a clean, focused set of contacts, build out your fields and segments as you go, and avoid the temptation to track every possible detail. The best CRM is the one you’ll actually keep using. Keep it simple, check your work, and tweak things as you see what’s useful.
If you’re not sure where to start, just import a small batch, play around, and see what you learn. Data hygiene isn’t a project—it’s a habit. Good luck, and don’t let your CRM turn into a data swamp.