A Step by Step Guide to setting up your SFDC integration

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HubSpot Employee

I created the below as a project for one of my customers and within days, I was sharing it and changing it for multiple customers of mine so I wanted to share the non-personalized one here.  This is the bare bones for setting up a simple HubSpot/Salesforce Integration.  If you require assistance for a more convoluted set up you can purchase time with a technical consultant as outlined here.

 

Buckle up, boys and girls.....

 

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STEP ONE:  Calibrate API limits

  • Find out from your SFDC admin:
    • What other tools are integrated with your SFDC instance?
    • What is your API limit on the SFDC side.
    • As this is a HubSpot built integration, we do not have any limits applied however this will impact your SFDC API limit so it is important that you allocate the correct amount to HubSpot so that all other integrations can work at the same time.

 

STEP TWO:  Define your HubSpot to Salesforce Journey

  • What does a good SFDC lead look like to your sales team?  Using this criteria you need to build your inclusion list which will act as the barrier for records in HubSpot that want to access SFDC
  • What happens when a new record is created in HubSpot that either exists in SFDC or not?  Create a lead or a Contact in SFDC?
  • How are your State and Country fields managed in SFDC?  Should the integration match to the SFDC default values?

 

The most common journey tends to be:

HubSpot creates a lead record --->>Sales convert into a contact ----> which automatically creates an Account ----> and an Opportunity



STEP THREE:  Defining your SFDC to HubSpot journey

 

Your options for the below are:

  1. Create or update the contact in HubSpot OR Do nothing
  2. Delete the contact in HubSpot OR do nothing

a. When a SFDC lead is created or updated: Which option from number 1?

b. When a SFDC lead is deleted: Which option from number 2?

 

a. When a SFDC contact is created or deleted: Which option from number 1?

b. When a SFDC contact is deleted: Which option from number 2?

 

Do you want the contact's opportunity stage in SFDC to Update the HubSpot contact's lifecycle stage?

 

Identify in each object what HubSpot Property should sync in to what Salesforce field and what the rule should be.  See helpful excel here for when you are planning these rules.  If you want to use this excel, please select file > ‘Make Copy’.

 

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Make sure that the fields are compatible, you can see a helpful table here

 

Any Hierarchy of parent to child relationships?  You may need to discuss this with your Account Manager/a Technical Consultant.

 

Remember Quality over quantity!  Does the sales team REALLY need this information?



Create field mapping rules

HubSpot contacts will sync to Salesforce leads/contacts - you cannot turn this off

HS companies sync to SFDC accounts - you can choose to turn this on or off

HS deals sync to SFDC opportunities - you can choose to turn this on or off

HS activities sync to SFDC tasks - you can choose to turn this on or off

 

Decide on mapping rules (two-way vs SF preference etc.)

 

STEP FOUR:  Inclusion Filters

 

HS --> SFDC sync: set up an inclusion list

Recommended:  Create a model of particular actions updating the lifecycle stage of a contact.  When the contact meets a particular lifecycle stage (eg. MQL) they are entered into the SFDC inclusion list and then synced into SFDC. Once in SFDC they will begin the creation of records process.  

 

SFDC --> HS sync: auto-creation settings, manual import, selective sync

What records need to come into HubSpot?  Do you need to limit access with selective sync?

 

If you want to use SFDC as your source of truth for objects then perhaps it would be worthwhile deleting all of the companies in HubSpot (after you have made sure all relevant data is needed) and then import the SFDC records.  

 

I would recommend that you export all company information prior to any deletion so that information is not lost.  On the SFDC side, it is recommended that you also complete a clean up of the records prior to importing the records into HubSpot.



Selective Sync?

There is HubSpot documentation on the feature and it is supported by Technical Consultants (me!) but I am not a fan, to be honest.  I think that it can cause more issues than help when integrating with HubSpot.

 

https://www.hubspot.com/salesforce-selective-sync

 

The main risk is duplicate creation.  Having said that it might be a good option in cases of non-overlapping contact segments or if there are compliance requirements to keep things out of HS



STEP FIVE:  The four letters that would make any grown person cry......GDPR

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Have you planned your subscriptions and methods of communication?  I would recommend making sure that both systems are aligned and get clarification from your legal team on how consent to process and consent to communication should work for your business.  This should be the same in both your SFDC instance and your HubSpot instance.

 

This article goes through documenting your processing activities.  Please note that if you do a GDPR compliant delete in HubSpot and the record still exists in SFDC and meets the requirements to sync, a new record will be created.  We see it as a brand new contact as will most integrations.



OPTIONAL STEP SIX: HubSpot Intelligence Visualforce element

 

If you want to add the Visualforce window, the SFDC user will require a HS log in.  See the steps needed to set this up here

 

STEP SEVEN:  Connect Integration User

 

See the required user permissions on the Salesforce side here 

 

It is recommended that you have a specific 'HubSpot Integration User' so that you will always know what system made updates.  This will be very helpful for troubleshooting.


I hope this is helpful and I would recommend putting these steps into the HubSpot project tool

3 Replies 3
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HubSpot Employee

PRO TIP:  This needs to be a labour of love between Marketing and Sales.  Without alignment between these departments then the integration will never be truly powerful!

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HubSpot Employee

This is great @kaburke - thank you!

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Occasional Contributor | Platinum Partner

Katie, thank you. This is a great guide. 🙏

 

I would add just one more thing. In case you already are using Salesforce you might want to import contacts from Salesforce to HubSpot. In this case, the integration between HubSpot and Salesforce won't import existing contacts from Salesforce to HubSpot by default. For this, you must first integrate HS and SF. Then you can import contacts:

  • Using Excel or CSV file, if there are for example only 40% of SF contacts that you want to have in HubSpot.
  • If you want to import all SF contacts to HubSpot, then you can use the HubSpot import tool (Contacts > Contacts > Import > Start an Import > Salesforce records).