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
How Duplicate Companies Can Get Created
- 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
Moving Sales to Creating Contacts / Companies via HubSpot Web Form
- 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