Standardize Country and State/Region Values

Convert inconsistent geographic formats (e.g., "US", "USA", "U.S." vs "United States"; "NY" vs "New York") to a single standard format across all contact and company records.

Why This Matters

Inconsistent geo values break geographic segmentation. A list filtering for "United States" will miss contacts labeled "US" or "USA". For B2B companies running region-specific campaigns or reporting by geography, this means inaccurate audience sizes and missed contacts.

Prerequisites

Phase 1 hygiene processes completed (invalid/deleted contacts removed first)
Access to Contacts and Companies views with bulk edit permissions
Key constraint: If your CRM integrates with another system (e.g., Salesforce, marketing automation), agree on the standard format (full names vs. ISO codes) with that system's admin BEFORE standardizing. Mismatched formats between synced systems will cause ongoing data conflicts.
Decision on standard format. This skill recommends:
- Countries: Full names (e.g., "United States", "United Kingdom")
- States (contact level): Full names (e.g., "New York", "California")
- This matches HubSpot's default form behavior

Interview: Gather Requirements

Before executing, collect the following information from the user:

Q1: What format do you prefer for country values -- full names (United States) or ISO codes (US)?

Examples: Full names ("United States", "United Kingdom"), ISO 2-letter codes ("US", "GB"), ISO 3-letter codes ("USA", "GBR")
Default: Full names (e.g., "United States", "United Kingdom") -- this matches HubSpot's default form behavior

Q2: Do you have a Salesforce or other CRM integration that requires a specific format?

Examples: "Yes, Salesforce uses ISO 2-letter codes", "Yes, our ERP uses full country names", "No integrations to worry about"
Default: No integration constraints -- use HubSpot's default full-name format

Plan

Audit all non-standard country and state values (before state)
Build a mapping table of variants to standard values
Batch update via API script or manual bulk edit in HubSpot UI
Prevent future inconsistencies by configuring property types and forms
Verify all values are standardized (after state)

Before State

API Audit Script

import os
from hubspot import HubSpot
from dotenv import load_dotenv

load_dotenv()
api_client = HubSpot(access_token=os.getenv("HUBSPOT_API_TOKEN"))

# Check for common country variants
variants = ["US", "USA", "U.S.", "U.S.A.", "America"]
for variant in variants:
    result = api_client.crm.contacts.search_api.do_search(
        public_object_search_request={
            "filterGroups": [{
                "filters": [{
                    "propertyName": "country",
                    "operator": "EQ",
                    "value": variant
                }]
            }],
            "limit": 0
        }
    )
    if result.total > 0:
        print(f"Contacts with country = '{variant}': {result.total}")

# Repeat for companies
for variant in variants:
    result = api_client.crm.companies.search_api.do_search(
        public_object_search_request={
            "filterGroups": [{
                "filters": [{
                    "propertyName": "country",
                    "operator": "EQ",
                    "value": variant
                }]
            }],
            "limit": 0
        }
    )
    if result.total > 0:
        print(f"Companies with country = '{variant}': {result.total}")

Manual Audit

Go to Contacts > filter by Country/Region > is any of > "US". Note count.
Repeat for "USA", "U.S.", and any other suspected variants.
Repeat at the company level.
For states: filter by State/Region > is any of > "NY", "CA", "TX" to check for abbreviation variants.

Record all variant counts as your baseline.

Execute

Method 1: API Batch Update (Recommended for Large Volumes)

# Pattern: Build mapping table, search for each variant, batch update

COUNTRY_MAPPING = {
    "US": "United States",
    "USA": "United States",
    "U.S.": "United States",
    "U.S.A.": "United States",
    "America": "United States",
    "UK": "United Kingdom",
    "GB": "United Kingdom",
    "Great Britain": "United Kingdom",
    # Add other mappings as discovered in your audit
}

STATE_MAPPING = {
    "NY": "New York",
    "CA": "California",
    "TX": "Texas",
    "FL": "Florida",
    "IL": "Illinois",
    "PA": "Pennsylvania",
    "OH": "Ohio",
    "GA": "Georgia",
    "NC": "North Carolina",
    "NJ": "New Jersey",
    "VA": "Virginia",
    "WA": "Washington",
    "MA": "Massachusetts",
    "AZ": "Arizona",
    "CO": "Colorado",
    "MD": "Maryland",
    "MN": "Minnesota",
    "MO": "Missouri",
    "WI": "Wisconsin",
    "CT": "Connecticut",
    "OR": "Oregon",
    "SC": "South Carolina",
    "LA": "Louisiana",
    # Add all 50 US states + territories as needed
}

# For each mapping:
# 1. Search for contacts with the variant value
# 2. Collect all matching contact IDs (paginate if > 100)
# 3. Batch update using crm.contacts.batch_api.update
# 4. Repeat for companies using crm.companies

API notes:

Search API caps at 10,000 results per query. Unlikely to hit this for geo variants, but segment if needed.
Batch update accepts up to 100 records per call.
Rate limit: 100 requests per 10 seconds.

Method 2: Manual Bulk Edit in HubSpot UI

For each variant:

Go to Contacts > Lists > Create list (static)
Filter: Country/Region > is any of > [variant value]
Save list
Select all contacts in the list
Click Edit > Country/Region > type the standard value > Update
Repeat for each variant

For companies, do the same from the Companies view using filters and bulk edit.

Prevent Future Inconsistencies

After standardizing existing data:

Go to Settings > Properties > Contact properties
Search for Country/Region
Verify it is a Dropdown select field (not free text). If it is free text, consider converting to dropdown with standard country names.
Repeat for State/Region (though state may need values for multiple countries, making a dropdown less practical)
Check all active Forms (Marketing > Forms):
- Verify country and state fields are dropdown fields, not free text inputs
- Verify dropdown values match your standardized format
Check any import templates used by the team to ensure they reference standard values

After State

# Re-run the same variant checks from before state
variants = ["US", "USA", "U.S.", "U.S.A.", "America"]
for variant in variants:
    result = api_client.crm.contacts.search_api.do_search(
        public_object_search_request={
            "filterGroups": [{
                "filters": [{
                    "propertyName": "country",
                    "operator": "EQ",
                    "value": variant
                }]
            }],
            "limit": 0
        }
    )
    assert result.total == 0, f"Still have {result.total} contacts with '{variant}'"
    print(f"Contacts with country = '{variant}': {result.total} (should be 0)")

Verification checklist:

All known variant values return 0 contacts and 0 companies
The standard value count should equal the sum of (previous standard count + all variant counts)
Spot-check 10 contacts that were in cleanup lists to verify values are now standardized
For states: filter by common abbreviations (NY, CA, TX) and confirm 0 results
Forms are configured to prevent future inconsistencies

Key Technical Learnings

Do not touch blank/empty values in this process. Filling in missing country data is a separate enrichment task. This process only standardizes existing values that are non-empty but non-standard.
Coordinate with integrated systems first. If HubSpot syncs with Salesforce or another CRM, mismatched formats cause sync conflicts. Agree on the standard format before changing anything.
Company-level state abbreviations may be acceptable. HubSpot's default behavior for company State/Region often uses abbreviations. Decide whether to standardize company states or leave them as-is.
Root cause matters as much as cleanup. The variants were likely created by imports, API integrations, or free-text form fields that bypassed dropdowns. Fixing the root cause (forms, import templates, integration mappings) is as important as fixing existing data.
Export before editing (optional safety measure). Before bulk editing, export affected contacts/companies with their current values as a backup CSV.
Bulk edit limits vary by plan. HubSpot may limit bulk edits to certain batch sizes (100-250 at a time). For large numbers, you may need to repeat the select-all-and-edit process multiple times, or use the API approach instead.

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