Lead Data Quality Initiative

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. Freed ~20% of sales team outreach time previously spent on invalid contacts. Reduced HubSpot communication costs by keeping send volume within budget limits. Clean Salesforce data improved reporting accuracy.