HubSpot Salesforce Integration: Mapping Objects and Properties

Combining HubSpot’s marketing tools, such as source attribution and marketing automation, with Salesforce’s CRM and sales tools gives organizations a connected setup for managing marketing and sales as the business grows.

Integrating HubSpot and Salesforce connects marketing and sales operations by syncing data between the two platforms. An important part of the setup is accurately mapping object types such as contacts, deals and companies so information transfers to the corresponding records.

Installing the HubSpot-Salesforce Integration

The “HubSpot Salesforce Integration” plugin is available to download here. Installation instructions are available here.

Understanding HubSpot-Salesforce Integration

The integration syncs marketing and sales data between HubSpot and Salesforce. Mapping the relevant fields connects customer information across both platforms so teams have access to consistent details when working with the same contacts, companies and sales opportunities.

HubSpot and Salesforce: How to Map Object Types

1. Contacts
   • Corresponding Salesforce Object: Contacts
     • In Salesforce, the Contact object represents individual people or stakeholders. Typical fields include contact information such as name, email, phone number and address, along with other details about the person’s relationship with the organization.
2. Deals
   • Corresponding Salesforce Object: Opportunities
     • Salesforce’s Opportunity object is equivalent to Deals in HubSpot. Each record represents a potential sale or deal in progress. Opportunity details include deal stage, expected revenue, close date, related contacts, products or services involved and other information about the potential sale.
3. Companies
   • Corresponding Salesforce Object: Accounts
     • The Account object in Salesforce is similar to Companies in HubSpot. Each record represents an organization your business interacts with. Typical fields include company name, industry, size, address and other details about the organization.

Mapping Contact Properties/Fields

This step matches contact information between HubSpot and Salesforce:

1. Identifying Common Fields: Identify shared fields such as name, email and phone number so information transfers consistently and accurately between the platforms.
2. Custom Field Mapping: Map custom fields as well as standard fields to preserve information specific to your organization.
3. Handling Duplicates: Manage and merge duplicate contacts to keep contact records accurate and avoid storing the same person’s information more than once.

Mapping Deal Properties/Fields

Deals in HubSpot and Opportunities in Salesforce track potential sales through the pipeline. Mapping these records involves the following:

1. Deal Stage Alignment: Sync corresponding stages in both systems so each platform shows the same sales progress.
   (Note: when using the HubSpot Salesforce integration plugin, the pipelines and deal stages from Salesforce are automatically replicated within HubSpot, even if the HubSpot account runs on Marketing Hub only without Sales Hub. The “one pipeline only” limit is overridden in this case.)
2. Product and Pricing Information: Map product details and pricing accurately so reports and analysis use consistent information.
3. Custom Deal Fields: Map custom deal fields so their values have the same meaning across both platforms.

Mapping Company Properties/Fields

Company object mapping connects company information across the two platforms:

1. Company Details Alignment: Match fields such as company name, industry and size so both platforms use consistent details.
2. Parent-Child Relationships: Map relationships between parent and child companies to preserve the organization’s hierarchy.
3. Handling Multiple Contacts: Link multiple contacts to a single company record so the company’s information includes the relevant people.

Selecting a Sync Rule for Each Property

When mapping properties and enabling syncing, select a rule for each property to define the direction of updates and how values are handled when information changes in either of the two systems.

1. Prefer Salesforce (unless blank)
   • HubSpot sends data to Salesforce only if Salesforce has no value.
   • If Salesforce already has a value, the Salesforce value replaces HubSpot’s value.
   • Deleting a value in Salesforce removes the corresponding value from HubSpot too.
2. Always use Salesforce
   • HubSpot won’t transfer data to Salesforce, even if Salesforce has no value.
   • When Salesforce has a value, the Salesforce value replaces HubSpot’s value.
   • Deleting a Salesforce value removes the corresponding value from HubSpot.
3. Two-way
   • The most recent value always replaces existing values.
   • Deleting a value in either system removes the corresponding value from both Salesforce and HubSpot.
4. Don’t sync
   • No data is exchanged between HubSpot and Salesforce.
   • Deleting a HubSpot value doesn’t affect Salesforce or vice versa.

Starting the Syncing Process and Troubleshooting

Once all HubSpot properties have been mapped to their corresponding fields, start the sync. Processing takes time, particularly with a large number of records.

– Start the sync process separately for each object. Expect errors during the initial sync and possible stops after approximately 1,000 data points have been processed.

– Manually restarting the process with a button click fixes most errors. For errors requiring manual correction, the integration provides details about the issue, usually a mismatch between the source value and the available options in a fixed dropdown field in the destination system.

– This initial process only needs to be completed once. After the first sync finishes and the data mismatches have been corrected, subsequent syncing runs faster and more reliably.