How to Fix Outdated CRM Data
Upload the list or connect your CRM, and Cleanlist AI verifies the emails and refills stale or missing fields from 25+ providers before your next send.
A Cleanlist AI audit of HubSpot Contacts · 1,284 records. The scan flags a duplicate record, a bounced email, empty title and phone fields and two unformatted or stale titles. Agents merge the duplicate, replace the bounced address with a verified one, fill the empty fields, normalize the titles and write the result back to HubSpot.
Omni
Distyl
Gamma
Decagon
Sanity10,000+ users, from founders to full sales teams
- Switched from
ZoomInfo - Case study
HackerOneSwitched from
Apollo- Switched from
Clay - Case study
Sumo LogicSwitched fromClay- Switched fromApollo
- Case study
- Switched fromZoomInfo
- Switched fromZoomInfo
G2
Chrome Web Store
AppSumo
How does Cleanlist AI fix outdated CRM data?
Cleanlist AI fixes outdated CRM data by re-running waterfall enrichment across 25+ providers against every record in your database. Each lookup resolves live, so a contact who changed title or company comes back with what the providers hold today. Emails and phone numbers are re-verified (SMTP handshake, MX and catch-all detection), headcount and industry are refreshed, and records no provider can resolve any more are flagged so you can retire them. Updates sync straight to HubSpot and Salesforce, with no manual export. Cleanlist AI doesn't monitor the list in the background or alert you when someone moves; you re-run it when you need it current.
Why this is hard to do by hand
CRM data goes bad faster than most sales and marketing teams think. The causes are ordinary: people change jobs, companies rebrand or get acquired, phone numbers get reassigned and mailboxes get shut off. None of it throws an error, so a record looks fine in your CRM long after it stopped working, and the first sign is a bounce or a dead line. Most teams fix records one at a time as they fail. Nothing re-checks the database on a schedule, so the fixes never catch up.
How 2.1% monthly decay turns into a 23% stale database
Most sales leaders treat CRM decay as a small annoyance. At HubSpot's 2025 benchmark of 2.1% a month, a CRM with 20,000 contacts loses 420 good records in the first month. The losses compound: about 2,400 records are stale by month six and about 4,500 by month twelve, nearly 23% of the database. Campaigns to stale addresses bounce, and the bounces lower inbox placement for the good contacts too. Reps spend an estimated 5.5 hours a week chasing outdated contacts (Salesforce, 2025). Re-running enrichment on a schedule keeps the pile from building, because each run re-checks the records that went bad since the last one.
What a lookup costs
Each lookup walks 25+ providers in cost order, and you're charged once for what comes back: 1 credit for a verified work email, 10 for a phone number, 11 for both. Validation is 0.5 and AI qualification is 5. A lookup that finds nothing is free, and the whole team pays from one wallet.
- Verified work emails25 leads searched23 × 123
- Phone numbersVerified before anyone calls18 × 10180
- Qualification agentFit score with reasons25 × 5125
- 25+Providers queried in cost order on a single lookup
- 98%Verified work emails on our 500-lead benchmark
- 85%Phone numbers found on that same benchmark
- 0Credits for a lookup that finds nothing
How it works.
- 01
Audit your CRM data
Connect your CRM or upload an export. The first run shows which emails fail verification, which titles changed, which records have no phone number and which company fields are empty.
- 02
Decide what to refresh first
Start with the segments your reps work this quarter. Search and import cost 0 credits, so you can see what's missing before you spend anything.
- 03
Re-enrich the stale records in one batch
One batch updates emails, phone numbers, job titles and company data across the CRM. The waterfall asks 25+ providers in sequence, and a record nobody finds costs nothing.
- 04
Check the refreshed records
Every refreshed email is verified live. You see each record's status and last-verified date before anything syncs back to the CRM.
- 05
Put the refresh on a schedule
Ask Clu to set up an agent that re-runs the enrichment on a schedule you choose, starting with the segments your reps call most.
- 06
Watch the bounce rate
Track bounces in your ESP after each refresh. If they climb between runs, shorten the schedule.
What you get.
Check the whole list
Validation is 0.5 credits per email, so you can run every record before a send.
25+ providers per lookup
When one provider has nothing for a contact, the waterfall asks the next one.
Fixes land in your CRM
HubSpot and Salesforce sync both ways on Pro and Enterprise, so corrected fields go back onto the same record.
A miss costs nothing
You pay for the emails and phone numbers the waterfall finds. Rows it can't fill cost 0 credits.
Manual process vs Cleanlist AI.
| Feature | Manual | Cleanlist AI |
|---|---|---|
| Time to audit CRM data health | Days of spreadsheet analysis | One re-enrichment run |
| Job change detection | Only when emails bounce or calls fail | No alerts; re-enriching returns the current employer and title |
| Data refresh frequency | Annually at best (most never do it) | On a schedule you set, run by an agent |
| Throughput | 20-50 records an hour (manual research) | The whole CRM export in one batch |
| CRM sync | Manual CSV export/import | Two-way sync with HubSpot and Salesforce |
| Annual cost of stale data | $12,000 per sales rep (Gartner) | Plans from $49 a seat a month |
How accurate is Cleanlist AI's data?
Cleanlist AI returned 98% verified work emails and 85% phone numbers on our 500-lead benchmark, pulling from 25+ data providers. Each lookup stops at the first deliverable result, meaning a verified or likely-valid email.
What do I get when I sign up?
A 14-day Pro trial: 250 credits, 3 seats, and every Pro feature. After it, the Free plan gives you 50 credits a month. A verified work email costs 1 credit, a phone number 10, and a miss nothing.
What data providers does Cleanlist AI use?
Cleanlist AI runs a waterfall across 25+ B2B data providers. For each record it asks one, moves to the next when that one has no match, and stops at the first deliverable result.
Can I connect my CRM?
Yes. HubSpot and Salesforce sync both ways on the Pro and Enterprise plans, and Salesloft and Lemlist take a one-way push. You can also upload a CSV, or use the REST API from Pro.
Will this prevent the problem from recurring?
A one-off cleanup won't, because people keep changing jobs. Re-run the list through Cleanlist AI before each campaign. Validation is 0.5 credits per email, and a lookup that finds nothing costs nothing.
How fast does CRM data go stale?
About 2.1% a month for B2B contact data (HubSpot, 2025). A 10,000-contact CRM picks up roughly 2,520 bad records a year. Job changes cause most of it, followed by rebrands and acquisitions, email domain changes and reassigned phone numbers. Without a refresh, expect about a quarter of the CRM to be wrong within a year.
What is the cost of outdated CRM data?
Gartner puts the cost of poor data quality at $12.9 million a year for the average organization. For sales teams it works out to roughly $12,000 per rep per year, spent researching wrong contacts, chasing bounces, calling dead numbers and fixing records by hand. Cleanlist AI plans start at $49 a seat a month.
How do I prevent CRM data from going stale again?
Check records as they come in, and re-check old ones on a schedule. Cleanlist AI's API validates emails and phone numbers at the point of entry, and an agent can re-run enrichment on existing records as often as you set it.
Describe the job once. An agent runs it every week.
Clu turns one sentence into an agent. It searches 1B+ profiles, finds verified emails and phone numbers across 25+ providers, adds the people to your sequence and posts each run to Slack.
Weekly ICP outbound
Built by Clu from: “Every week, find 500 new people who match my ICP, get their emails and phones, and add them to Series B outbound.”
- Searched 1B+ profiles for new ICP matches500 foundPeople Search
- Ran the waterfall across 25+ providers487 emails · 412 phonesWaterfall
- Verified every email and phoneSMTP + catch-allVerification
- Added them to Series B outbound500 peopleSequences
- Posted the run to #pipelineSlackAgents
Friday 4:52 PM15 replies · 5 calls booked
Everything in the 14-day Pro trial
- Clu and agentsDescribe the job in one sentence. Clu builds the agent, runs it on a schedule or a CRM trigger and posts every run to Slack.
- People and Company SearchFind your buyers in 1B+ profiles from one sentence. Searching costs 0 credits.
- Waterfall enrichmentAsk 25+ providers in order and stop at the first verified email or phone number. 98% verified work emails and 85% phone numbers on a 500-lead benchmark.
- Email verificationRun SMTP and catch-all checks on every address before it reaches a sequence, at half a credit an email.
- ICP scoringScore every lead 0 to 100 against your ICP, with the reasons written down. The Research and Qualification skills do the digging.
- SequencesSend email from your reps' own inboxes, with call tasks. A reply stops the sequence. Sending costs 0 credits.
- CRM syncTwo-way sync with HubSpot, Salesforce and Pipedrive. Push finished lists to Outreach, Salesloft and Lemlist.
- Chrome extensionGet a verified email and phone number in one click on LinkedIn, Sales Navigator, Salesforce and HubSpot.
- MCP and APIRun the same search and waterfall from Claude or ChatGPT with 36 MCP tools, or from your own code with the REST API.
14 days of Pro, free: 250 credits, 3 seats, agents, Sequences and Clu in Slack. Then Free at 50 credits a month, or Starter at $49 and Pro at $89 a seat a month.
Hand the job to an agent.
Upload a CSV or connect HubSpot, Salesforce or Pipedrive, and run it on your own data today.
14 days of Pro, free.
Get 14 days of Pro, free.
250 credits and 3 seats. Sign up with your work email for 100 more.