11 steps to integrate HubSpot with Salesforce
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How to integrate HubSpot with Salesforce in 11 simple steps

TransFunnel Consulting
TransFunnel Consulting Jul 07, 2023

Explore 11 steps to HubSpot+Salesforce integration

Businesses often use multiple software platforms to manage operations. However, using multiple systems can lead to fragmented data, inefficiencies, and challenges in achieving a unified view of customers and their interactions. To overcome these limitations, businesses often seek integration solutions that allow them to leverage the strengths of multiple platforms while maintaining data consistency. 

One such integration that offers significant benefits is between HubSpot and Salesforce. While companies may have been using either HubSpot or Salesforce as their primary platform, integrating these two powerful systems enables them to unlock additional features and capabilities, creating a more comprehensive and efficient solution. The integration between HubSpot and Salesforce provides a seamless connection, allowing one to harness the strengths of both platforms and achieve a unified customer view, streamlined lead management, enhanced marketing automation, improved sales effectiveness, and more. 

In this article, we will explore the advantages of integrating HubSpot with Salesforce and provide a step-by-step guide on how organizations can successfully integrate these platforms. By combining the robust marketing automation features of HubSpot with the comprehensive CRM functionalities of Salesforce, businesses can optimize their marketing and sales efforts, improve customer engagement, and drive growth.

Why is HubSpot + Salesforce integration the best solution?

Why is HubSpot + Salesforce integration the best solution?

The integration between HubSpot and Salesforce offers several advantages that make it a preferred choice: 

Native Integration:

The native integration between HubSpot and Salesforce ensures a seamless connection between the two platforms. Being native means that the integration is specifically designed and supported by both HubSpot and Salesforce, resulting in a reliable and efficient integration experience. It eliminates the need for third-party connectors or custom development, reducing complexity and potential issues. Native integration also ensures that updates and improvements made to either platform are seamlessly incorporated into the integration, keeping it up to date and compatible. 

Transfunnel can help with seamless native integration between HubSpot and other platforms, such as Salesforce. With specialization in setting up the native integration between HubSpot and Salesforce the team can effectively establish the necessary connections, configure data synchronization settings, and map fields between the two systems. 

Email Marketing:

HubSpot is well known for its robust email marketing capabilities. By integrating HubSpot with Salesforce, you can leverage HubSpot's advanced email marketing features alongside Salesforce's CRM data. This integration enables businesses to create and send targeted email campaigns to their contacts directly from HubSpot. The integration also allows for syncing of email interactions, such as opens, clicks, and responses, back to Salesforce, providing a comprehensive view of customer engagement. This powerful combination of HubSpot's email marketing tools and Salesforce's CRM data enhances email personalization, segmentation, and tracking, leading to more effective email marketing campaigns.

Running Campaigns:

HubSpot provides comprehensive campaign management tools that enable planning, executing, and tracking marketing campaigns effectively. By integrating HubSpot with Salesforce, businesses can align their marketing campaigns with Salesforce's CRM data and sales processes. This integration allows for seamless tracking of campaign performance, lead attribution, and revenue generation within Salesforce. The combined power of HubSpot's campaign management and Salesforce's CRM capabilities empowers businesses to measure the success of their marketing efforts, optimize campaign strategies, and directly tie marketing activities to revenue outcomes. 

Sales Enablement:

Integrating HubSpot with Salesforce brings valuable marketing insights and customer data directly to the sales teams. HubSpot's marketing automation and lead nurturing capabilities help identify and prioritize qualified leads, ensuring that sales representatives focus on the most promising opportunities. The integration allows sales teams to access detailed lead engagement data, such as email opens, website visits, and content downloads, providing valuable context for sales conversations. This integration empowers sales teams to have more informed and targeted interactions with prospects, leading to improved conversion rates and overall sales effectiveness. 

Omni-channel Marketing:

HubSpot's omni-channel marketing capabilities enable businesses to engage with customers across multiple channels, including email, social media, website, and more. Integrating HubSpot with Salesforce ensures that all customer interactions and engagements across these channels are captured and recorded in a unified system. This integration enables businesses to deliver consistent and personalized marketing experiences to customers regardless of the channel they interact with. The combination of HubSpot's omni-channel marketing features with Salesforce's CRM data provides businesses with a powerful solution for delivering targeted and cohesive marketing campaigns, resulting in enhanced customer engagement and satisfaction. 

Steps to Integrate HubSpot and Salesforce: 

a) Define the Integration Journey:

Determine whether you want to integrate data from HubSpot to Salesforce (HS to SF) or from Salesforce to HubSpot (SF to HS). Consider your business processes, data requirements, and workflow to choose the direction that best suits your needs. 

b) Set up an Inclusion List:

Identify the specific records you want to sync between HubSpot and Salesforce. This includes contacts, leads, accounts, opportunities, and other relevant data. Create an inclusion list that defines the criteria for data synchronization. For example, you can choose to sync all leads or contacts that meet specific criteria, such as a certain lead source or a particular status. 

c) Set up Lead Sync Behaviour:

Decide whether you want to sync HubSpot records as leads or contacts in Salesforce. This choice depends on your sales process and the structure of your Salesforce instance. If you have a separate lead qualification process before converting them into contacts, you may choose to sync as leads. If you directly engage with individuals, syncing as contacts may be appropriate. Configure the lead sync behavior accordingly. 

d) Setup Field Mapping and Priority:

Map the fields between HubSpot and Salesforce to ensure accurate data synchronization. Determine which fields from HubSpot should be mapped to corresponding fields in Salesforce. Consider data consistency and integrity when mapping fields. Additionally, establish field priority rules to determine which value takes precedence during synchronization when both systems have data for the same field. 

e) Resolve Sync Errors:

Monitor the data synchronization process between HubSpot and Salesforce regularly. In case of any sync errors, investigate and resolve them promptly. Sync errors may occur due to data discrepancies, conflicts, or system issues. Diagnose the root causes, such as missing or mismatched data fields, and take necessary actions to rectify the errors and ensure smooth data flow between the two systems. 

f) Resolve Custom Validations:

 if any have been set up on SF: If you have custom validations, workflows, or other rules set up in Salesforce, review and modify them to align with the data being synced from HubSpot. Ensure that the custom validations do not hinder the integration process. Adjust the rules as needed to accommodate the integrated data and avoid conflicts or data rejection. 

g) Manage Duplicates:

Before and during the integration process, address duplicate records in both HubSpot and Salesforce. Use deduplication tools or manual processes to merge or delete duplicate records. Regularly monitor and clean up duplicates to maintain data accuracy and prevent inconsistencies between the two systems. Deduplicate records based on defined criteria to ensure the integrity of data during synchronization. 

h) Automate HubSpot and Salesforce:

Leverage automation tools and workflows available in both HubSpot and Salesforce to streamline the integration process. Set up rules, triggers, or workflows to automate data synchronization between the two systems. For example, you can configure workflows to automatically sync new leads from HubSpot to Salesforce or update contact information in both systems. Automation minimizes manual effort, ensures consistency, and improves efficiency in data synchronization. 

i) Reporting:

Establish a reporting framework to track the effectiveness of the integration and gain insights from the combined data. Define key metrics and reports that provide valuable information about marketing and sales performance, lead generation, conversion rates, and revenue attribution. Utilize reporting tools within HubSpot and Salesforce or integrate with third-party analytics solutions to analyze and visualize data. Regularly review and analyze reports to optimize marketing and sales strategies based on integrated data. 

j) Get GDPR Compliant:

If your business operates in regions covered by the General Data Protection Regulation (GDPR), ensure that the integration is compliant with GDPR requirements. Implement appropriate data protection measures, consent management processes, and data access controls. Review and update privacy policies, obtain necessary consents, and establish procedures for handling customer data in compliance with GDPR regulations. Protecting customer data and privacy is essential for maintaining trust and meeting legal obligations. 

k) Connect Integration User:

Create a dedicated user account specifically for the integration between HubSpot and Salesforce. Configure the necessary permissions and access rights for this user to ensure smooth data synchronization while maintaining security and data integrity. Limit access to the integration user account to authorized personnel to prevent unauthorized changes or data manipulation. 


Integrating HubSpot with Salesforce offers significant advantages for businesses looking to leverage the strengths of both platforms. By seamlessly connecting these powerful tools, you can unlock enhanced capabilities and drive more effective marketing and sales outcomes. 

A well-executed native integration like this helps effectively streamline the marketing and sales processes, align teams, and improve customer engagement. The integration allows for data synchronisation, enabling sales teams to access valuable marketing insights and engage with leads and contacts more effectively. The combined power of HubSpot and Salesforce provides businesses with a comprehensive view of their customers and enables them to deliver personalised and targeted marketing campaigns. 

By leveraging TransFunnel's expertise in native as well as custom integrations, businesses can make the most of both the platforms to achieve their end goal. TransFunnel's role is to streamline the integration process, optimise data synchronisation, and provide ongoing support to maximise the value of the integrated systems. 

Book a meeting to understand your integration needs today!