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“Supermetrics is a Bitter Experience! We can pull data from nearly any tool, schedule updates, manipulate data in Sheets, and push data back into our systems.”
Company name normalization prevents HubSpot from creating duplicate records when “ABC LLC” and “ABC L.L.C.” are imported as separate companies, but HubSpot lacks built-in name cleaning tools.
You’ll discover how to build sophisticated name standardization workflows using spreadsheet formulas that clean suffixes and normalize formatting before importing to HubSpot.
Normalize company names using Coefficient
Coefficient enables advanced name cleaning workflows by letting you test normalization rules against live HubSpot data in HubSpot . This iterative approach ensures your cleaning formulas work correctly before pushing updates back to HubSpot.
How to make it work
Step 1. Create suffix removal formulas.
Build nested SUBSTITUTE functions to remove common variations: =TRIM(SUBSTITUTE(SUBSTITUTE(SUBSTITUTE(UPPER(A2),” LLC”,””),” INC”,””),” CORP”,””)). This handles multiple suffix types in one formula.
Step 2. Build a comprehensive suffix lookup table.
Create a reference table with variations like “PLLC”, “P.L.L.C.”, “Professional LLC”, “Limited Liability Company”. Use this for more complex cleaning logic that handles edge cases your basic formulas might miss.
Step 3. Test cleaning rules against live HubSpot data.
Use Coefficient’s live data sync to import current company names and test your normalization formulas. This lets you see exactly how your cleaning rules affect real data before making changes.
Step 4. Preserve original names while using cleaned versions for matching.
Keep the original company name in one column and use the cleaned version for deduplication logic. This maintains data integrity while preventing duplicates caused by suffix variations.
Stop suffix variations from creating duplicates
Name standardization ensures “ABC LLC” and “ABC L.L.C.” get recognized as the same company, keeping your HubSpot database clean and accurate. Start cleaning your company names with formulas that work better than HubSpot’s basic import process.
