Lead Cleanup Before CRM: Normalize, Dedupe, Then HubSpot

Sales teams waste time fixing what marketing and forms already collected: mixed-case emails, “Acme Inc” vs “Acme”, and the same lead posted twice from two campaigns. Template #264 Lead Cleanup → CRM accepts leads on a webhook, normalizes and dedupes them in SQLite, then creates a HubSpot contact only for clean new leads.

Load it from Studio Templates or the empty-canvas recipe Before leads hit the CRM… — no custom middleware service required.

Who this is for

• RevOps and sales ops who own HubSpot hygiene
• Marketing teams funneling forms, ads, and CSV imports into one intake URL
• Anyone tired of duplicate contacts and messy company names

What template #264 automates

1. Webhook intake — POST JSON: email, firstName, lastName, company, source
2. Normalize — trim and lowercase email; trim names
3. Dedupe — skip if the email already exists in cleaned_leads
4. Company aliases — value mapper for common naming variants
5. HubSpot create — then persist the cleaned row for the next check

One-time setup

1. Create the SQLite table:

   CREATE TABLE cleaned_leads(
     email TEXT PRIMARY KEY,
     first_name TEXT,
     last_name TEXT,
     company TEXT,
     lead_source TEXT,
     updated_at TEXT
   );

2. Load template #264 in Studio.
3. Point forms/importers at the webhook; paste the HubSpot access token; extend company aliases.
4. Dry-Run with a sample payload, then Activate.

Sample payload

{
  "email": " [email protected] ",
  "firstName": "Ada",
  "lastName": "Lovelace",
  "company": "Acme Inc",
  "source": "Landing"
}

The first POST creates a contact; a second with the same email is treated as a duplicate and does not create another HubSpot record.

Salesforce instead of HubSpot?

Swap the HubSpot node for Salesforce Create Lead (see Salesforce CRM automation) — keep the same normalize/dedupe front half.

Next steps

• Wiki: step-by-step for #264
• Use case: CRM Lead Cleanup
• Business templates overview