Strategies to Prevent Data Duplication in HubSpot with Clay Integration

I'm using Clay to enrich new contact and company records in Hubspot across the board. Basic process is: Company and/or Contact record created in Hubspot -> Webhook into Clay Company/Contact tables -> Enrichment (>15 properties on both objects) -> pushed back into Hubspot I'm worried about duplication with the enriched data:

Let's say the company name or URL changes (or another 'identifier')

This might be a bit pie in the sky but any tips on how to keep this 'tight' and actively set up to:

1.
avoid duplication
2.
Build de-duplication into the tables themselves so they can recognise duplicates and resolve them?

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