HubSpot and Salesforce are powerful platforms that fuel marketing, sales, and customer service success. Imagine combining these two forces – you’ve unlocked an integration powerhouse that supercharges your entire business!

Understanding HubSpot and Salesforce Integration

HubSpot and Salesforce offer advanced sales and marketing features for businesses of all sizes. HubSpot focuses on marketing, sales enablement, and customer service, while Salesforce has earned a reputation as a robust customer relationship management (CRM) platform. Integrating these two platforms allows for a seamless flow of data and information, creating a unified view of your customers and streamlining your overall business processes.

Benefits of Integrating HubSpot with Salesforce

Integrating HubSpot and Salesforce unlocks a wealth of benefits for your business, including improved lead management, enhanced productivity, streamlined customer journey, sales and marketing alignment, and better reporting and analytics. Marketing and sales teams can finally work together seamlessly. With HubSpot-Salesforce integration, leads captured through marketing campaigns automatically flow into Salesforce, eliminating manual data entry and ensuring every valuable prospect runs smoothly.

Common Integration Use Cases

HubSpot stands out as the best marketing automation solution for Salesforce users. The native integration between the two platforms ensures seamless data flow and eliminates the hassles of complex workarounds. HubSpot empowers marketers to nurture prospects and customers through intuitive workflow creation tools easily. Furthermore, the vast library of apps, integrations, and features places a wealth of marketing automation power directly at your fingertips. Here are some of the most common use cases for integrating HubSpot and Salesforce:

  • Automatic Lead Creation and Syncing - Eliminate data discrepancies and keep your sales and marketing teams on the same page. When a visitor fills out a form on your website, a lead is automatically created in HubSpot and Salesforce.  
  • Lead Scoring and Nurturing - Lead behavior data from HubSpot, like website visits and email opens, can be used to score leads in Salesforce.  
  • Opportunity Management - Track the progress of leads through the sales funnel in both platforms for enhanced contexts.
  • Campaign Reporting and Performance Monitoring - Combine data from HubSpot and Salesforce to Gain a comprehensive view of your marketing campaign performance.  
  • Customer Service Management - Integrate customer support interactions from HubSpot with Salesforce.

Preparing for Integration

Before diving into the integration, assessing compatibility between your HubSpot and Salesforce instances is crucial. Here's what to consider:

  • HubSpot Marketing Hub vs. HubSpot Sales Hub – The integration features available, from Basic to Advanced options and customization, will depend on your HubSpot subscription.
  • Salesforce Editions - Similar to HubSpot, different Salesforce editions offer varying integration capabilities. Ensure your Salesforce edition supports the functionalities you require for a successful integration.
  • Data Ownership and Security - Familiarize yourself with each platform's data ownership policies and user permissions to ensure a secure and compliant integration.

Gathering Necessary Information and Permissions

On the HubSpot side, ensure you have account access permissions. For Salesforce, you will need a Salesforce edition with API access (Professional and Enterprise) and administrator privileges or be assigned the specific "HubSpot Integration Permission set." Specifically, here's a checklist of the necessary information and permissions:

  • HubSpot API Key: This key can be generated within your HubSpot account settings.
  • Salesforce Login Credentials: Valid login credentials for a Salesforce user with administrative privileges.
  • Mapping Fields: Identify the data fields you want to sync on both platforms. This includes lead/contact information, deal stages, and any custom fields you may utilize.
  • User Permissions: Configure user permissions within each platform to ensure data security and access control.

Preparing Data for Migration

Preparing for your data migration is essential before initiating the integration. This means reviewing your data on both platforms for inconsistencies, duplicates, and missing information. Cleansing and standardizing your data ensures seamless syncing and increased efficiency. Once your data is clean and standardized, you must map the corresponding fields between the two systems. Define how corresponding data fields in HubSpot and Salesforce will be mapped to one another. Ensure consistency in field names and data formats to avoid errors during migration.  

Setting Up Integration

After assessing compatibility, gathering information, and preparing data, you can configure the integration between HubSpot and Salesforce.

Configuring HubSpot and Salesforce Accounts

Connecting HubSpot and Salesforce is easy to set up, and no technical expertise is required. Ready to connect? Here's how:

1. HubSpot Setup - Navigate to the HubSpot Marketplace:
  • Head to the top navigation bar in your HubSpot account and click the "Marketplace" icon.
  • Open the dropdown menu and choose "App Marketplace."
2. Find the Salesforce Integration:
  1. Utilize the search bar to locate and select the "Salesforce" integration.
3. Install the App in HubSpot:
  • Click "Install app" in the upper right corner.
  • If connecting to a Salesforce sandbox, check the "Yes, this will connect to a sandbox" box.
  • Log in to Salesforce using your credentials and click "Log In." After a successful login, you'll be redirected back to HubSpot.
4. Install the Integration in Salesforce:
  • Click "Start the Salesforce package installation" to begin.
  • Select "Install for All Users" in the redirected Salesforce window and then "Install."
  • Grant access to third-party websites by checking the checkbox and clicking "Continue." Salesforce will install the HubSpot integration package (up to 10 minutes).
5. Connect HubSpot within Salesforce:
  • After installation, return to the HubSpot connector wizard and click "Next."
  • Add the "HubSpot Visualforce module" to Salesforce for features like contact closing likelihood, activity filtering, and workflow enrollment. Click "Add HubSpot to Salesforce" and follow the on-screen instructions.
6. Configure Data Sync Settings:
  • HubSpot will automatically map properties and fields between the two platforms. Choose your desired setup:
  • Recommended Setup: Click "Review Settings."
  • Advanced Setup: Click "Next."
  • Select contacts for syncing (all contacts or a specific list).
7. Salesforce Setup - Set Up Activity & Task Sync:
  • Toggle the "Salesforce task sync" switch to create tasks in HubSpot from Salesforce tasks automatically.
  • In the "Timeline sync" table, select events for syncing to Salesforce tasks and choose the corresponding task type.
8. Configure Object & Property Sync:
  • Use the tabs (Contacts, Companies, Deals) to configure standard property sync types.
  • Enable company/deal sync if needed before creating field mappings.
  • The table displays standard HubSpot properties and their Salesforce equivalents. For each property, choose the sync type: Prefer Salesforce (default), Always use Salesforce or Two-way.
9. Review and Finish Setup:
  • Review your data sync settings. Click "Change" to modify any settings.
  • Click "Finish setup and begin syncing" to initiate data flow between HubSpot and Salesforce.  

Mapping Data Fields Between HubSpot and Salesforce

A critical step in setting up the integration is mapping the corresponding data fields between HubSpot and Salesforce. Start by identifying the essential data points you want to sync between the two platforms, such as contact information, lead details, deal stages, and any custom fields you utilize. You must carefully match the corresponding data fields in both HubSpot and Salesforce. Ensure consistency in field names and data formats to avoid errors during the syncing process. You’ll also want to specify the direction of data flow for each field. Will data flow one-way (HubSpot to Salesforce or vice versa), or will it be a two-way sync? Finally, once the mapping is complete, thorough testing must be conducted to ensure data is syncing accurately between the two platforms.

Best Practices for HubSpot-Salesforce Integration

After the initial integration setup, maintaining a smooth data flow is crucial. Here's how to keep things running smoothly: Regularly review your integration settings to ensure they stay up-to-date with any data or workflow changes you've made. Schedule automated data syncs between HubSpot and Salesforce to ditch manual updates and minimize errors. Both platforms offer options for automatic syncing at regular intervals. Finally, keep an eye on integration logs – they'll reveal any sync errors that pop up. Address these issues promptly to prevent data discrepancies and maintain a seamless flow of information between your systems.

Advanced Integration Features

While the core HubSpot and Salesforce integration offers significant benefits, there are even more powerful functionalities for advanced users to explore. Here, we'll delve into some of the advanced features that can further enhance your integrated system:

Automating Workflows and Processes

Both HubSpot and Salesforce offer built-in workflow automation tools. Combined with the integration, you can create powerful automated workflows that streamline communication and optimize tasks across your sales and marketing funnels. Below are some examples:

  • Automated Lead Scoring and Nurturing - Leverage lead behavior data from HubSpot to automatically score leads in Salesforce. This allows you to trigger targeted nurturing campaigns based on lead behavior, automatically sending personalized emails or assigning high-scoring leads to sales reps.
  • Automatic Deal Stage Updates - Configure workflows to automatically update deal stages in Salesforce based on specific actions taken within HubSpot. For instance, a website demo signup in HubSpot could trigger a "Demo Scheduled" stage update in Salesforce, keeping sales reps informed without manual data entry.
  • Seamless Customer Journey Management - Create workflows seamlessly transitioning contacts through the customer journey. For example, a customer service interaction logged in HubSpot could automatically create a support ticket in Salesforce, ensuring a smooth handoff and improved customer satisfaction.

Leveraging Customizations and APIs

Do you need a custom integration beyond what the standard HubSpot and Salesforce connection offers? Here’s where APIs (Application Programming Interfaces) come in! These APIs allow for deeper platform communication, empowering you to craft tailored integrations that meet your business needs. Imagine creating custom field mappings to sync even the most niche data points or establishing two-way data synchronization for any field you require, not just the core ones offered by the essential integration. APIs even enable you to manipulate data during the syncing process. Before transferring information, you can perform data transformations, calculations, or data cleansing steps, ensuring only the most accurate and relevant data flows between your systems. With APIs, the possibilities for a truly customized HubSpot and Salesforce integration are endless.

Security and Compliance Considerations

A robust HubSpot and Salesforce integration unlocks significant benefits but introduces new security and compliance considerations. Here's what you need to understand to ensure your integrated system operates securely and adheres to relevant regulations.

Ensuring Data Privacy and Security

Data security is paramount when integrating platforms that house sensitive customer information. Ensure all data transfers between HubSpot and Salesforce utilize secure, encrypted connections. This minimizes the risk of data breaches or unauthorized access. Conduct regular security audits of both HubSpot and Salesforce instances. This allows you to identify and address any potential vulnerabilities in your system. Enforce strong password policies for all users accessing the integrated system. Implement multi-factor authentication (MFA) where available to add an extra layer of security. Remember to leverage data encryption options that both HubSpot and Salesforce offer to safeguard sensitive customer data further.

Compliance with Relevant Regulations (e.g., GDPR, CCPA)

Depending on your location and the nature of the data you handle, you may need to comply with data protection laws like the General Data Protection Regulation (GDPR Compliance) or the California Consumer Privacy Act (CCPA Compliance). Familiarize yourself with the data privacy regulations that apply to your business and the data you collect. Carefully map your data during integration to ensure you're only syncing data compliant with relevant laws. If required by regulations, implement user consent management mechanisms within HubSpot to obtain explicit consent from contacts before collecting or syncing specific data points. If mandated by regulations, develop a process for handling Data Subject Access Requests (DSARs). This allows individuals to request access to their data and potentially request its deletion.

Implementing Access Controls and Permissions

Limiting access to sensitive data is crucial for maintaining security and compliance. A good rule of thumb is to adhere to the principle of least privilege, granting users only the level of access required to perform their jobs effectively. Utilize role-based access control within both HubSpot and Salesforce to define user permissions based on specific roles within your organization. Regularly review user access and permissions to ensure they remain appropriate and up-to-date.


You've reached the end of this article! With this knowledge of the HubSpot-Salesforce integration, you can now assess if it's the perfect match for your team. At S.R. Professional Marketing, we craft seamless HubSpot and Salesforce integrations for businesses and organizations seeking to supercharge their marketing and sales automation. If you have any questions or need guidance on making this decision, please schedule a consultation with our experts! We're here to help you unlock the full potential of your marketing and sales efforts.