Ultimate Guide to Integrating HubSpot with Salesforce

1. Considerations Before Integrating HubSpot with Salesforce

The most critical steps in integration happen before you open HubSpot’s Salesforce integration app. To maximize your chance of success, you need to understand your integration goals and prepare your data. These actions will promote a more efficient integration, accurate data sync, and fewer post-integration errors.

A. Decide What Data to Transfer and Sync

Depending on your goals for using HubSpot, you may not need to transfer all the data in your Salesforce records. Or, some fields might not need regular syncing after you copy data to HubSpot.

For example, if you mainly use addresses for accounting purposes, you could consider keeping data syncing off for your address fields. Meanwhile, if you want to start or transfer an email list, emails will be a top priority for syncing.

Make a list of the properties you use in your Salesforce records, and categorize them by whether you want to transfer or sync them. During integration, you can use this list to determine what data to import and what data to sync.

B. Assessing and Cleaning Data

Evaluating and cleaning your data will ensure that your data syncs as accurately as possible. If certain data fields don’t match between Salesforce and HubSpot, they won’t transfer to HubSpot. You’ll improve your chance of success if you make sure your Salesforce field formatting matches HubSpot’s property formatting.

To manually assess and clean your data, export a Salesforce report with the data you want to sync. Then, look through the spreadsheet for consistency and accuracy. If you notice frequent formatting differences or errors, you can edit those fields in Salesforce.

You can also use a service like Insycle to automatically format your data for you.

Many businesses trying to integrate Salesforce with HubSpot have issues syncing address fields. While some versions of Salesforce keep addresses in a single field, HubSpot uses multiple properties for them. If your Salesforce and HubSpot address fields don’t have the same structure, you may need to use a feature like custom address fields to match them.

When left alone, email data can also cause syncing problems. Under the standard sync settings, HubSpot will only sync records with unique and valid email addresses. Run your email addresses through a validation service and check for duplicate emails among records. If your business operations require you to have the same email for multiple records, you may need support from a HubSpot technical consultant.

C. Using Sandbox or Developer Portals

It can take multiple rounds of data cleaning and troubleshooting to integrate Salesforce with HubSpot. Because your data might not be accurate on your first try, a sandbox or developer portal will give you the space you need to test your integration.

HubSpot’s sandbox and developer portals let you try features and edit data without affecting your live HubSpot account. Only Enterprise users can use sandbox accounts, but you can keep them open as long as you want. Meanwhile, any account tier can use developer portals, but these accounts shut down after 90 days of no API activity.

If you have an existing HubSpot account that you’d like to copy into a sandbox account, you can complete the process on your own using the HubSpot Sandbox Migrator from Datawarehouse.io.

2. How to Integrate HubSpot with Salesforce

Follow these steps to migrate and sync your Salesforce data in HubSpot.

A. Get a HubSpot Account and Set Permissions

Before you can use HubSpot’s Salesforce integration, you’ll need a HubSpot account with a Professional or Enterprise plan. Look over the licensing options on the HubSpot website and contact sales to get an account.  For assistance in implementing HubSpot, Bayard Bradford can help.

In your HubSpot account, turn on Account Access permissions. 

Make sure you also have a Salesforce Professional account or a Salesforce account with API access. Your Salesforce account will need the following permissions:

• System administrator privileges or the HubSpot Integration Permission set

• API Enabled permission

• View Setup and Configuration permission

• Modify All permission for any data you want to sync with HubSpot

• Download AppExchange Packages permission

• Modify Metadata permission (If you want to use the HubSpot VisualForce window to manage deals in Salesforce)

Also, make the Type field for tasks visible to your profile to ensure proper task syncing.

B. Install the Salesforce Integration for HubSpot

While signed into HubSpot, go to the Salesforce integration App Marketplace page and click the Install app button in the upper right corner. Take these steps to complete the installation: 

1. Log in to Salesforce to connect HubSpot and Salesforce. Check the “Yes, this will connect to a sandbox” box if you’re using a Salesforce sandbox.

2. Install HubSpot in Salesforce with the Salesforce package. Click “Start the Salesforce package installation to begin” to go to Salesforce. In Salesforce, click “Install For All Users”, then “Install.” Check the “Yes, grant access to these third-party websites” checkbox and click “Continue,” and Salesforce will install the package. You may need to wait for an email confirmation from Salesforce.

3. After returning to HubSpot’s integration wizard, install the VisualForce Window if you want to add it to Salesforce click “Add HubSpot to Salesforce.” If you don’t want to use VisualForce, click “Skip this step.”

4. Choose your data sync settings. The “Recommended Setup” option will use default settings to sync your data. “Advanced Setup” allows you to go through each setting to decide what you want to sync. Choose “Recommended Setup” if you want to sync as much data as possible, and pick “Advanced Setup” if you want to choose what data to sync.

If you do decide to use the advanced setup option, you’ll control the following data syncs:

• • Contact sync: Decide whether you want to sync all contacts or a specific list using the “Choose which contacts” to sync dropdown menu.

  • Activity and task sync: Turn on the “Salesforce task sync switch” to have HubSpot automatically create a task when you create a task in Salesforce. Click the “Sync” checkbox in the Timeline sync table to sync HubSpot events as Salesforce tasks. Using the “Salesforce task type” dropdown menu, you can choose what task type those events will become.

  • Object and property sync: Navigate the “Contacts,” “Companies,” and “Deals” tabs to choose what properties you want to sync in those categories. During sync, you can have these fields prefer Salesforce’s data, always use Salesforce data, or follow the “two-way” rule — using the most recent value regardless of platform.

C. Manage Your Integration Settings

Once you have your Salesforce integration set up in HubSpot, you can configure its settings at any time. Click on the Marketplace icon, select “Connected Apps” under “Manage,” then click “Salesforce.”

On the main settings page, you can manage the following settings:

• API call use: Salesforce limits the number of API calls — requests that other apps like HubSpot send to it for purposes like integrations. Here, you can track how many of those API calls HubSpot uses and cap its usage.

• Sync errors: This section shows the sync errors happening with your integration in a card format.

• Integration user: Here, you’ll find the email for the user connecting your Salesforce account to HubSpot. Use the dropdown to connect a different user or connect to a different Salesforce sandbox account.

When you click the “HubSpot > Salesforce” tab, you’ll get access to these options:

• Limiting what syncs: Change the inclusion list that determines what contacts sync from HubSpot to Salesforce.

• Creating leads/contacts: Decide if the integration will create new Salesforce leads or contacts when you create a new contact in HubSpot.

• Matching state and country fields: Determine if and how the integration will match HubSpot’s state and country field formatting with Salesforce.

The “Salesforce > HubSpot” tab offers these settings:

• Limiting what syncs: Choose if only contacts with a valid email address will sync to HubSpot.

• Updating leads and contacts: Decide if the integration will create new HubSpot contacts when you create a new lead or contact in Salesforce.

• Adjusting lifecycle stage: Sync HubSpot lifecycle stages with certain sales actions in Salesforce.

Your Salesforce integration settings page also has “Contacts,” “Companies,” and “Deals” tabs where you can modify sync settings for each of those data types. The “Activities” tab manages how HubSpot engagements, such as form submissions, sync with Salesforce tasks.

D. Import Your Salesforce Records to HubSpot

By installing the Salesforce integration, you decide how Salesforce and HubSpot data will sync as you add data. You’ll still need to backfill the data you already have in Salesforce into HubSpot to get the most use out of the integration.

Here’s how to begin the import process:

• Go to “Contacts,” then the “Contacts” option under it in your HubSpot account.

• Click the “Import” option in the upper right of the page.

• Select “Start an import.”

• Choose “Integrations,” then “Salesforce records.” Click “Next.”

• Select the Salesforce objects you want to import. You can import everything or specific object categories like leads or contacts.

From there, you can filter your import by object date with these actions:

• Click “Add” under the “Filter by create or update date” section.

• Select the filter type you want and click “Apply filter.”

• Choose property operators and click “Done.”

Now, it’s time to review your import specifications. You’ll need to review different settings and numbers depending on the objects you decided to import:

• Leads, Contacts, Leads & Contacts, Accounts, Opportunities, or Tasks: Check the number of records you will import from Salesforce into HubSpot. A large number may take several hours to import.

• Leads, Contacts, or Leads & Contacts: Click the “Selective Sync” switch to add the records you’re importing to your ongoing sync list.

• A Campaign: Choose the campaign you want to import using the “Choose a campaign” drop-down menu.

After your review, select “Begin import.” Once the import process finishes, you’ll see your import on the Imports screen. There, you can click “View import errors” to check for errors.

3. Types of Sync Errors and Possible Solutions

After you finish integrating Salesforce with HubSpot, check for sync errors. Click the marketplace icon in your HubSpot account main navigation, then choose “Connected apps” under “Manage.” Select “Salesforce” in your list of connected apps, then go to the Sync Health tab to find sync errors.

The “Sync errors” section shows the types of errors that can occur as individual cards. Click on a card to get more info about the error type, find the records affected, and resync data after you fix the error.

Here are all the error types and the most basic solutions for each:

• Associations: Records can’t sync because they’re associated with records not yet synced to HubSpot or records that hit HubSpot’s record association limit. You’ll need to remove those associations or sync any associated records.

• Custom code: Your Salesforce automation, flow, or validation rules created a sync issue. Find the specific cause in the “Error details” column, then edit or remove the related custom code.

• Duplicates: The integration can’t create a new record because you already have a duplicate value or record. Make sure you need the new record in the first place. If so, edit existing records so the new record has different details.

• Permissions: The user you have connected to Salesforce doesn’t have permission to access the required object or field in Salesforce. Visit your Salesforce settings, and make sure the user has the permissions listed at the beginning of the “Get a HubSpot Account and Set Permissions” section in this guide.

• Picklists: HubSpot and Salesforce either don’t have the same picklist field values, a picklist hits a value limit, or a picklist value is invalid. See if your picklists in Salesforce and HubSpot have matching values and you haven’t hit the value limit for one of the platforms.

• Property mappings: Your HubSpot properties and Salesforce fields don’t map to each other properly. This error could mean you have incompatible property and field types, you’re trying to sync a property or field that doesn’t exist, or you need to edit your property mappings. Visit your property mapping settings to manage how your data maps when it syncs.

• Property values: The affected records have invalid property values. Examine the records for invalid characters or formatting and update them individually. 

• Other: HubSpot can’t identify the exact error. Contact HubSpot support or a HubSpot consultant to get assistance.
  

If you still have sync errors after trying basic solutions, talk to a HubSpot technical consultant about your options.

4. When to Get Help From HubSpot Consultants

If you have difficulty integrating Salesforce with HubSpot, HubSpot technical consultants will ensure your data syncs smoothly. They can assist at any step of the process, including in the following situations:

• You want to understand the differences between HubSpot and Salesforce and how to use HubSpot to perform marketing with your Salesforce data.

• You need help assessing or cleaning your data to prepare it for integration.

• You have complex syncing requirements, like custom fields or multiple contacts with the same email.

• Your data doesn’t sync properly even after data cleaning and troubleshooting errors.

Need Help Implementing HubSpot and Integrating Salesforce?

Bayard Bradford helps businesses grow revenue and sales productivity with HubSpot. Our implementation team will set up your platform to maximize the value you get from HubSpot. Let our technical consultants manage your integration between Salesforce and HubSpot so you can start optimizing your marketing campaigns.

Learn more about our HubSpot integration services.