"Conversational Names" for a Company?

[EMcGrath]

Have others implemented "Conversational Name" field on Company records in Hubspot? For example, if a company's name is "Company Name GMBH" but they just go by "Company" in conversation, we want to track that in case we'd like to use it as a token in sequences. How have others implemented it, and what best practices did you follow?

[JakeKnight · Accepted solution]

I haven't directly done this, but I would handle it by creating the property "Conversational Name" or "Common Name."

Then have a workflow set up such that if the Common Name is not populated, to copy the Company name into it. This way, the common name is always populated with what the company is known as. It can be updated at any time. Then use that personalization token in your sequences and communications. 

Let me know if that helps. 

[EMcGrath]

Thank you both!

[mangelet · Accepted solution]

@EMcGrath Yep, this is pretty common.

Companies often have a brand name that they're known by, and then there's the legal entity name.

What we usually do is use the company's brand name – you know, the one that's more conversational and well-known.

We then create a separate property for the company's legal name, along with their tax ID.

This way, you've got both the friendly name and the official one covered.

[JakeKnight · Accepted solution]

I haven't directly done this, but I would handle it by creating the property "Conversational Name" or "Common Name."

Then have a workflow set up such that if the Common Name is not populated, to copy the Company name into it. This way, the common name is always populated with what the company is known as. It can be updated at any time. Then use that personalization token in your sequences and communications. 

Let me know if that helps.