Using HubSpot's CRM to Auto-Create Companies to Sync to your Operational CRM

For some Bedrock Data customers, syncing your contacts from HubSpot to your CRM can be challenging if the CRM requires that the contact be associated with a Company record upon creation. This means Bedrock has to use some sort of lookup process to find either an existing company to attach the contact to or if none are found we then must create a new company before we can create the contact. The CRMs where this is a factor are as followed: 

  • Netsuite w/ Lead Type set to Company
  • Close.io 
  • Pipedrive 
  • ConnectWise 
In most cases, the standard Company Name field on the Contact in HubSpot is used for this look up process. This field becomes a required field to fill out on web forms to ensure that there is always a value to be used otherwise Bedrock won’t be able to sync the contact over to the CRM. Here is what this field mapping typically looks like in Bedrock Data: 

But using such a field can lead to issues such as duplicate companies being created in your CRM. 

How Duplicate Companies Can Get Created

In your CRM you have an existing company called General Electric. A contact comes along and fills out your web form and in the Company Name field they enter GE. When this new contact syncs over through Bedrock the GE value will be used to look up in the CRM for an existing Company. While we do our best to ignore things like punctuation and upper/lower case, it’s not smart enough to know that GE is also the same as General Electric. So it will therefore create a duplicate company in this situation. 
In some CRMs there are automated processes to detect when such duplicate companies are created and either they can setup automation to merge these into the existing or have a manual process put into place that cleans up these duplicates as they come into the system. But this certainly is less than ideal. 
This is where you can consider leveraging  HubSpot’s own native functionality for creating companies in their CRM to try and eliminate this potential duplicate scenario. There are some requirements to consider before diving into this option. Here are those requirements in no particular order: 
  • You are open to giving HubSpot control for creating companies on a go forward basis and eliminating the process for your sales team to create companies in your operational CRM (i.e. Netsuite, ConnectWise, Close, Pipedrive). 
  • Feel comfortable with the data that HubSpot is gathering from their 3rd party solution that creates the companies (if you have questions about how this works, please reach out to your HubSpot representative) 
  • When you have a need to import a new list of company records, you will do this in HubSpot going forward and will ensure to include the company domain in this import to avoid the creation of duplicate companies in their CRM system 

Steps for Reconciling your HubSpot and Operational CRM Company Records

  • We recommend if you have Company Mappings in Bedrock to disable any Workflows for these records to avoid data syncing for these records since you'll be making a lot of changes in this process. You could also consider turning your sync off during this process since we will also recommend running a reset once you've reconciled all companies. 
  • Turn on HubSpot’s Auto-Create Company feature and as soon as you do, HubSpot’s system will immediately create hundreds and thousands of company records (depending on how many contacts you have) using their 3rd party database of company data. They are using the domain extension of all your existing contacts to create these companies. (NOTE: If you still have your integration on when you do this, expect all of these companies to slow down your sync while they are all digested by the integration). 
  • After you've created all of the companies in HubSpot, export all companies into a CSV file both from HubSpot and your CRM. Using these two files, run a reconciliation process to find situations where the companies are the same yet have different company names. Here’s a short video showing how you can run this reconciliation process:
  • Once you are done with the reconciliation, you can update your Bedrock mapping for Company Name in the Contact Mapping so that it looks like this: 

(Note: We recommend performing a reset of your integration once you get to this stage and it can be a Read-Only reset)

  • Once the reset is done, enable your Workflow rules for Company records and since you will be creating company records from HubSpot to your operational CRM via the Contact Mapping, you don’t need to setup a Workflow rule for HubSpot Companies. But you do need a rule for your Operational CRM and our recommendation would to just leave it open ended so that any and all records can sync to ensure all companies remain in sync at all times. 

A Review of How Companies Will Now Sync

Lets go back to our GE example with this new process in place. Lets say the Company is called General Electric and they exist now in both HubSpot and your operational CRM. When a new contact comes along to your website and enters in the Company Name form that they work at GE, it will add the contact to the General Electric Company in HubSpot because the email domain of this contact is the same as the domain associated with this company. Since we are using this official company name in HubSpot to do our look up when creating his new contact over in your operational CRM, it will find the existing company since the names are an exact match and you won’t have to worry about a duplicate GE company getting created. 

Moving Sales to Creating Contacts / Companies via HubSpot Web Form

For some customers, this still may not solve all of their problems if the leave things as is at this point. They may still have a need for their individual sales reps to manually create contacts and companies in their operational CRM if they are doing a lot of offline lead capture. If this is the case, slowly but surely your company names can become out of sync again since it’s only human nature to not write a company name exactly the same way as another system might via some 3rd party database. If this happens to be you and you would like to find a way to leverage this process, here is what we recommend doing: 
  • Create a new web form in HubSpot along with a landing page (if you are using their landing pages) and call this your “New Contact Entry Form for Sales” 
  • Turn off cookie tracking on this form (Help article from HubSpot)
  • Now embed this on a landing page you've dedicated for your sales team
  • Train your sales team that when they have a new contact / company they want to add to the CRM to use this form to enter instead of doing so directly within the CRM system
By following the above steps you can continue to leverage the HubSpot CRM auto-create feature and avoid the duplicate company situation that you can get into when you let both the marketing system and sales system control the creation of company records.  

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