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Growth/Optimization

Lead Data Quality Initiative

Eterneva·2024
Validation decision flow showing form submissions passing through Abstract API phone and email validation, branching into rejected invalid data (85% junk eliminated) and valid clean leads flowing to Salesforce for sales team outreach, with a batch cleanup path for existing records

Real-time validation flow with batch cleanup for existing Salesforce records

Situation

Eterneva's Get Started form and Welcome Kit checkout were receiving a high volume of junk submissions: fake phone numbers, invalid emails, and spam entries. The sales team was wasting significant time attempting outreach to invalid contacts, and HubSpot communication costs were inflated by sends to bad addresses.

Task

I proposed implementing real-time validation on customer-facing forms and running the same validation against existing Salesforce records to clean up the database.

Action

  • Researched and selected Abstract API for phone number and email validation based on accuracy, cost, and API simplicity
  • Led implementation of real-time validation on the Get Started form and Welcome Kit checkout in Bubble
  • Proposed and executed a batch validation run against the existing Salesforce contact database to flag invalid records
  • Set up monitoring to track rejection rates and validate the impact on sales outreach quality

Result

Eliminated ~85% of junk form submissions. Recovered an estimated 20% of sales-team outreach capacity ($42-70K estimated annual value) previously spent on invalid contacts. Reduced HubSpot communication costs by keeping send volume within budget limits. Clean Salesforce data improved reporting accuracy.

Key Learnings

  • Data quality improvements compound, as cleaner inputs improve every downstream process
  • Validating at the point of entry is far cheaper than cleaning data after the fact
  • Proposing this kind of initiative is where PM technical fluency creates disproportionate value