topic Re: Best Practices for Company Sync with Salesforce Integration in Tips, Tricks & Best Practices

Best Practices for Company Sync with Salesforce Integration

md2727 — Tue, 10 Sep 2024 15:21:47 GMT

Hi everyone,

I hope you're all doing well! I’m reaching out to get some insights from those who have experience with Salesforce-HubSpot integrations, specifically around syncing companies between the two platforms.

For contacts, it’s relatively straightforward to use email or phone number as the unique identifier. However, syncing companies seems to present more of a challenge. In my case, many of my Salesforce accounts don’t have associated contacts in HubSpot, and I’m struggling to establish a smooth sync.

As we all know, the HubSpot integration won't create a Salesforce account if a company in HubSpot has no associated contacts.

Unfortunately, I have a significant number of companies in Salesforce that are not linked to any HubSpot contacts, and I still need to map fields between the two platforms specifically for company fields. This bi-directional sync is crucial as I need to ensure that certain account (company) fields in Salesforce are mapped to the corresponding company fields in HubSpot, and vice versa.

Given this situation, what would be the best approach for creating a reliable unique identifier for companies across both platforms? How would you recommend handling the sync between Salesforce accounts and HubSpot companies when contacts are not always associated?

If this can't be done using the native HS-Salesforce integration what external tools would you recommend to look into?

Looking forward to your thoughts and experiences. Thanks in advance for your help!

FYI: I'm using Marketing Hub Enterprise

Re: Best Practices for Company Sync with Salesforce Integration

kennedyp — Tue, 10 Sep 2024 22:13:35 GMT

Hi @md2727! Welcome to the Community-- happy to have you here 😊

I understand you are having difficulty syncing companies from HubSpot to Salesforce due to a majority of your HubSpot companies not being associated with any contacts.

You are correct that while a Salesforce account does not require an associated contact to create a company in HubSpot, a HubSpot company will not sync to Salesforce if the company is not associated with any HubSpot contacts. We currently use HubSpot contact/Salesforce Contact associations to deduplicate HubSpot companies with Salesforce Accounts. Without these associations present, the connector would create duplicate records.

So in short, there is no native way to override this process. Any alternatives likely involve a high potential for duplicate records and a lot of manual cleanup. That said, I am happy to invite some of our experts to see if they can share any workarounds!

@HFisher7, @danmoyle, @benM have any of you implemented a workaround for getting HubSpot Companies to sync to Salesforce without an associated contact?

Best,
Kennedy

Re: Best Practices for Company Sync with Salesforce Integration

HFisher7 — Wed, 11 Sep 2024 09:33:12 GMT

Thanks @kennedyp!

My question to you @md2727 is WHY are there companies without an associated contact..?!

The contact record holds the data the systems need to send out communications (email, telephone, SMS). I would consider why each account record in Salesforce does not have at least one contact associated to it.

I recommend spending time on enriching your account database with associated contact records, over building out a work-around solution for the integration - which will potentially be a more expensive, maintenance-have approach.

Re: Best Practices for Company Sync with Salesforce Integration

md2727 — Thu, 12 Sep 2024 13:43:22 GMT

Thanks for your responses. I have a sizable dataset of companies in my database, but some are missing associated contacts. I’d appreciate any additional recommendations. Anyone else have feedback or suggestions?

Re: Best Practices for Company Sync with Salesforce Integration

PNofer — Mon, 04 Aug 2025 20:15:03 GMT

I’ve had to set up custom integrations for clients, and themost convenient and cost-effective solution was using Skyvia. It helped a lot by setting up custom mappings between Salesforce accounts and HubSpot companies, even when contacts aren't involved. You can find more information about the tool here.

Re: Best Practices for Company Sync with Salesforce Integration

mhesler55 — Thu, 23 Oct 2025 13:03:23 GMT

Hi! I wanted to jump in here for a specific use case for syncing companies without associated contacts. Buyer Intent and Signal Data.

The Buyer Intent Use Case (Companies without Contacts):

We are now actively leveraging buyer intent data (from HubSpot's BUyer Intent tools and from a G2 integration, etc.) to drive proactive sales efforts.

This data identifies accounts that are actively researching solutions before any contact has engaged with us. For example, a company might be reading reviews or viewing pricing pages.

The intent signal comes purely at the Company/Account level and does not include an associated contact.

Our thought process is: We need to get these high-value, in-market Accounts into Salesforce immediately so that Sales can prospect them. Sales is better positioned to use tools like LinkedIn Sales Navigator to find the relevant decision-makers and create the first Contact record, turning an intent signal into a pipeline opportunity.

The alternative (waiting for a contact) means we lose the time-sensitive advantage of the intent signal.

A Related Account/Lead Flow Challenge:

This issue is compounded by a related process gap: When contacts enter HubSpot from campaigns, they are synced to Salesforce as Leads.

When the sales team tries to build prospecting lists off these Leads, they cannot effectively filter by crucial Account-level firmographics (e.g., Company Size, Industry, Revenue) because those details live on the Account record, which often doesn't exist yet, or hasn't been linked to the Lead.

This creates significant friction and inefficiency for Sales when they try to segment and prioritize their outreach.

In summary: Our priority is enabling Sales to act on high-value, time-sensitive Account-level signals (Intent Data) and to utilize Account-level filtering for Lead prioritization.

We agree that data enrichment is critical, but in these two specific cases, the immediate need to sync the Account first serves a critical business function that impacts pipeline speed. We need a reliable way to get the Account over before the Contact (or Lead) is established.