HubSpot was founded in 2006. And in 2007, HubSpot released its very first integration with Salesforce - one of the very first on our platform.
Back in the early days, customers used the HubSpot-Salesforce integration mainly to update their CRM with the latest marketing activity in HubSpot. Over time, as our customers grew and matured on the HubSpot platform, our integration with Salesforce steadily deepened. In 2014, HubSpot released our first fully bidirectional object sync. Over time, we added even more: support for more objects, more fields, and different sync settings.
Customer adoption of our Salesforce integration has been astounding. Today, nearly 11,000 HubSpot customers sync their accounts with Salesforce every single day. The Salesforce integration is one of our most active and most critical, because it enables an enormous amount of business value for our customers.
But we think it can be even better.
Last year, our team kicked off a major new project to overhaul our Salesforce integration. Today, I’m excited to give you a full rundown of what we’re doing, how it will improve our customers’ experience on HubSpot, and when and what you can expect.
Welcome to the “v2” project
As I said above, our integration with Salesforce today supports very large and complex data payloads. Not only do we sync a lot of data with Salesforce in the aggregate, but we also modify and transform it, as well as give customers many different options for when, how, and in what way they choose to sync their data.
All of this work relies on a backend data architecture that was last refactored in 2014. That architecture has held up extremely well in the last 12 years. But there are now new tools and methods to process that data that simply didn’t exist back then, and the time has finally come when the customer value is compelling enough for us to go all-in on upgrading it.
Internally, we call this the “v2 Project.” It’s a near-complete refactoring of the backend architecture, including workers, logic definitions and sync pipelines that process and enable the exchange of our customers’ data with Salesforce. The v2 platform is already operational and has been processing live customer data now for several months. This year, in 2026, we are planning to move more of Salesforce data processing over to the v2 platform.
Benefits of the v2 platform
Architectural improvements on the v2 platform enable us to provide several major feature enhancements right off the bat for every object sync that runs on it:
- Enhanced de-duplication: de-duplicate based on any field, not just email address
- Owner field sync: customers can now sync owner fields
- Support for unique IDs: customers can use a unique ID for record identification, not just email addresses
- Fewer sync errors, more gracefully handled; faster resolution
- Inclusion lists: we can now support inclusion lists for any object on the v2 platform
We began development on the v2 platform with support for custom objects, tickets, and activities. Today, all of these syncs run completely on v2 (as opposed here to the legacy engine) for all customers.
One architectural feature of the legacy platform was elaborate and hardcoded logic paths. These are not only time-consuming for our team to interrogate when sync errors occur, but ironically, they sometimes even trigger many of those errors themselves. By simplifying and reformatting much of this logic, which governs how object data is synchronized, we will not only reduce the number of errors generated, but also the amount of time required to investigate them when they crop up. This will result in a much better customer experience and faster support resolution times.
The release plan
Last month, we launched support for company objects on the v2 platform, and customers can upgrade themselves for this right now.
In addition to all of the features above included with v2, for the company object specifically, one major new feature now unlocked is the ability to merge company objects. “Company merge” has been one of our top-requested features for years, and it simply was not possible on the legacy platform - and now it is. Customers can now merge company records in HubSpot, and those merges are automatically and gracefully re-mapped to Salesforce.
Next up, our team is now hard at work on the deal object. We plan to launch support for deal objects on the v2 platform in the coming weeks. At that time, they too will get all of the features listed above included on the new platform.
That leaves the contact object, which is the largest and most complex object by far. Our team plans to work on supporting contacts on the v2 engine through Q2, with an estimated beta planned for Q4 of this year.
Once support for the contact object is fully released on the v2 engine, we will begin a migration period for customers to move fully to the new platform. The goal will be full deprecation of the legacy sync engine by mid-2027.
On the v2 sync engine, customers can expect a faster, more resilient and flexible data sync with their Salesforce data, fewer errors that are easier to resolve, and faster feature enhancements from our product team at HubSpot. We’re excited to get started with the next iteration of the Salesforce integration to help our customers grow better.