2 way sync custom object with hubspot and salesforce

[MohitK1]

We are seeking clarification on the integration capabilities between HubSpot and Salesforce for custom objects. According to information found in a documentation article on the official HubSpot site, it is stated that there is currently only one-way integration, allowing the synchronization of custom objects from Salesforce to HubSpot only.

Our specific inquiry pertains to whether it is possible to achieve a two-way synchronization, specifically syncing custom objects from HubSpot to Salesforce. We would appreciate confirmation on the availability of a two-way sync for custom objects in HubSpot.

[RubenBurdin]

Hi @MohitK1 

I can absolutely understand the need for clarity here.
Custom object syncing between HubSpot and Salesforce is a big deal for a lot of teams trying to maintain consistency across platforms.

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What You Can Do If Two-Way Sync Is Critical

For teams that need bi-directional synchronization, especially involving custom objects on both platforms, many organizations build custom API-based solutions — but that quickly becomes complex, brittle, and time-consuming.

That’s where platforms like StackSync step in.

StackSync is designed specifically for use cases like this:
✔️ True real-time, two-way sync between CRMs, databases, and ERPs
✔️ Handles custom objects, schema differences, and field mapping
✔️ Automatically resolves conflicts and maintains referential integrity
✔️ Supports HubSpot ↔ Salesforce synchronization — even for heavily customized data models
✔️ Used by mid-sized companies needing reliability without dedicating dev resources to integration "plumbing"

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⚙️ How It Works in Practice

Instead of relying on dual one-way syncs (which often cause loops or inconsistencies), StackSync manages both systems in real-time. For example, a custom deal object created or modified in HubSpot can immediately update the corresponding Salesforce record — and vice versa — without the need for scripts, manual exports, or delayed workflows.

If you're interested in how this could apply to your setup, I’m happy to share more context or customer examples where two-way sync between HubSpot and Salesforce (custom objects included) is already live and working at scale.

Hope this helps!
Let me know how you're approaching it and I can point you toward specific architectures that work well.

Ruben Burdin 
Real-Time Data Sync Between any CRM or Database | Founder @Stacksync (YC W24) 

[karstenkoehler · Accepted solution]

Hi @MohitK1,

There's a fresh product update on this topic 🙂

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Integrations

Bidirectional custom object sync between Salesforce and HubSpot

Feb 13, 2024

What is it?

You can now update custom objects in Salesforce directly from HubSpot, in addition to syncing them from Salesforce to HubSpot. With bidirectional custom object sync, you can ensure that your Salesforce environment stays consistently current with the latest changes.

Why does it matter?

Custom objects serve a multitude of purposes and have proven highly beneficial when synchronized with your Salesforce environments. Now, HubSpot is enhancing our custom object sync capability by enabling full bidirectional synchronization.

As always, you are in full control, setting the precise sync rules and triggers that align with your needs and preferences.

How does it work?

You can now opt in to access the new public beta by:

1. Navigating to the personal portal dropdown menu.
2. Going to product updates.
3. Finding the 'bidirectional custom object sync public beta.'
4. Clicking the 'Join Beta' button.

Once you've joined the beta, you'll find the two-way sync feature enabled under the existing 'sync custom object' option on the main Salesforce integration application page.

Who gets it?

This feature is available to CMS Enterprise, Enterprise Customer Platform, Marketing Enterprise, Ops Enterprise, Sales Enterprise, and Service Enterprise.

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You can find and enroll into the beta here:

Best regards

[DDewhirst]

Unfortunately, this does not appear in the list of product updates, nor does it appear enabled in the SF sync settings, which still only allows a one-way sync from SF to HS.

[LuciaDeNile]

This is a Beta. You will need to join the beta from the Product Updates section in your portal

[EsteeH]

Hi there! The best way to achieve this would be through a custom integration or using an iPaaS solution with custom code, like Zapier. 

[LouiseHare]

Hi @MohitK1,

Unfortunately sycning custom objects from HubSpot to Salesforce is not possible with the native connector available on the app marketplace. 

For a client that I worked with previously we came up with the following workaround: 

The custom object in HubSpot was associated to the deals object, so we added a custom property to the deals object that was marked as 'Yes' if it was associated to a custom object record. We also added custom properties to the deal that matched the properties on the custom object and copied them across to the deal. This was done through a wokflow. 

When the deals object was then synced to Salesforce, Salesforce checked if this proprty was marked as 'Yes'. If it was, Salesforce created the custom object and copied the required properties across.

A couple of things to note about this solution:

• It allowed for the custom object to be created in Salesforce, but it does not allow for continuous syncs and updates
• The custom object must be related to a standard HubSpot object that is sycning from HubSpot to Salesforce
• A Salesforce developer was required to complete the automation on the Salesforce side

Depending on the use case for your integration it may be worth building a custom integration, which would allow to determine exactly what objects and data need to sync and under what conditions.

I hope this helps. If you have any more questions please just let me know.

Louise

[Jaycee_Lewis]

Hey, @MohitK1 I moved this to a different community to try to get more views for you. — Jaycee