Customer Story
How Indeemo built a CRM that keeps itself up to date with Datacare
A qualitative research platform on moving from a database full of dead ends to one that takes care of itself.
Indeemo, a mobile ethnographic research platform, moved to HubSpot and discovered their contact database wasn't keeping pace with reality - records were outdated, contacts had moved jobs, and a large portion of their list simply wasn't reachable anymore. After implementing Datacare, Indeemo grew their addressable contact base by over 150% and now has a CRM that updates itself automatically, with alerts whenever a contact changes jobs.
With Datacare, Indeemo:
- Grew their addressable contact base by over 150%
- Cleaned up outdated records and resolved contacts who had changed jobs
- Get notified automatically whenever a contact moves to a new company
- No longer rely on manual work to keep the CRM accurate
Meet Indeemo
Indeemo is a mobile ethnographic research technology platform that helps brands and research agencies understand people in the moments that matter. Rather than relying on surveys or retrospective feedback, Indeemo gives clients a way to capture consumers' real experiences as they happen - whether that's a patient's journey through a healthcare system, a shopper's in-store experience, or how someone interacts with a product at home.
Founded over 10 years ago, Indeemo works with clients across industries and holds ISO, SOC 2, and HIPAA certifications - reflecting the level of trust their clients place in them to handle sensitive research data. As the business scaled, Indeemo set about modernising its commercial infrastructure - a remit picked up by Chief Experience Officer Will Plummer.
The challenge
Indeemo was working from a CRM that had accumulated years of contact data but hadn't kept pace with reality. People move jobs. Emails go stale. Without a reliable way to keep records current, a significant portion of the database simply wasn't reachable.
After moving to HubSpot, the scale of the problem became clearer. Many records had notes like "moved" or "has left" added to names - manual updates that hadn't kept up with reality. Indeemo's goal was straightforward: a CRM that could actually support growth, with contacts that could be reached, data that could be trusted, and a system that wouldn't require constant manual upkeep to stay accurate.
"The data was littered with first names and last names with a little star and then 'moved' or 'has left' or these kind of things around it." - Will Plummer, Chief Experience Officer at Indeemo
The solution
Indeemo were already familiar with Findymail - the team had been using the Chrome extension to look up individual contact emails when a salesperson needed to reach someone specific. So when Indeemo started looking for a solution to the CRM data problem, Datacare was a natural conversation to have.
The decision was also supported by independent validation: Findymail had ranked highly in data quality leaderboards published by Clay for the European market, which gave the team confidence to move forward.
"We wouldn't know the difference between the platforms. You just know that when you put something in, it's working or it's not working. And it seems to be working very well." - Will Plummer
What Datacare does for Indeemo
Datacare plugged directly into HubSpot and got to work. It found where contacts were actually working now, updated their information, and filled in missing data across the board - job titles, email addresses, cities, and regions.
Crucially, it didn't just do this once. Datacare continues running in the background, flagging when a contact changes jobs - which is often one of the best moments to re-engage someone.
The results
A significantly larger addressable base
Indeemo's addressable contact base grew by over 150% after implementing Datacare. Datacare made a substantial difference to the pool of contacts the sales and marketing team can actually reach - the single biggest driver of that growth.
A CRM that stays current automatically
Beyond the initial enrichment, the value is that the work doesn't stop. Rather than cleaning the database once and watching it go stale, Datacare keeps running - updating records and notifying the team when contacts move. Those alerts give the sales team a practical, timely reason to reach out.
"It just sits there in the background and we know that the contacts are getting updated. And we get notified when someone's moved, which is obviously a good moment for us to re-connect." - Will Plummer
Time saved at scale
The manual effort that keeping contact data current used to require has been eliminated. For a team focused on growing the business, that's time that goes back into things that actually move the needle.
Why Will recommends Datacare
"It would have taken multiple humans working most of the year to keep our records up to date. It's been very impactful and the fact it just sits there in the background is fantastic."
- Will Plummer, Chief Experience Officer, Indeemo
The impact
- Addressable contact base grew by over 150% - significantly expanding the pool of contacts the team can actually reach.
- Outdated records cleaned up and previously unreachable contacts made reachable again.
- Job titles and contact data enriched and kept current automatically - no manual work required.
- Automatic job-change alerts give the sales team timely outreach opportunities.
- Manual data maintenance work eliminated entirely - time that goes back into growing the business.