If you haven’t already, install the Salesforce Connected App into your HubSpot instance here. Note that you will need administrator permissions in order to do this.

HubSpot allows you to filter which Contacts are passed through to Salesforce. After creating the list, navigate to the Salesforce connected app, select sync settings, and then select your inclusion list:

The two most common properties we see being used to define a Salesforce Inclusion List are the HubSpot score and Lifecycle Stage (in particular, Lifecycle Stage = Marketing Qualified Lead). You can configure the HubSpot score by going to Settings -> Properties -> HubSpot score, where you can assign points to contacts who engage in certain activities, such as filling out forms or responding to marketing emails. Contacts with a HubSpot score above a certain threshold can then be passed to Salesforce for the sales team to work.

We also suggest creating Leads in Salesforce, rather than Contacts. This is especially true if you haven’t defined an Inclusion List to filter what is passed through to Salesforce, as you can quickly end up with countless unqualified Accounts and Contacts.

Even if using an Inclusion List, we still suggest creating them as Leads. Unlike Salesforce, HubSpot doesn’t require properties like Contact Owner or Company to be filled out, which can lead to orphaned Contacts being passed through to Salesforce. If you’re concerned about reps needing to convert leads repeatedly, Swantide provides workflows in Salesforce to help automate this process.

Map your custom properties from HubSpot to Salesforce for both standard and custom objects.

Best Practices & Considerations

Campaigns in HubSpot and Salesforce

Campaigns represent two different concepts in HubSpot and Salesforce. A campaign in HubSpot is a collection of marketing assets, while a campaign in Salesforce is a list of Contacts and Leads. The Campaign Object helps link Opportunities and their value to Contacts and Leads - see below for an example:

A Contact or Lead’s membership on a Campaign is called a Campaign Member, and it is a separate object in Salesforce. One Contact/Lead can have multiple Campaign Memberships. You can always upload a list of Contacts and Leads to an associated Campaign in Salesforce (and soon, you’ll be able to do this with the assistance of Swantide’s data transfer tool as we add support for Campaigns and Campaign Members).

Campaign Settings

Swantide will configure permissions in Salesforce to allow certain users access to create, edit, and delete Campaigns. This can be done by either identifying a user as a Marketing User, or assigning a permission set that includes those permissions for Campaign and Campaign Influence.

Campaign Automations in HubSpot

You can always upload a list of Campaign Members to a Campaign through Salesforce’s Data Loader (and soon, you’ll be able to do this through Swantide’s Data Transfer tool). However, you can also build automations in HubSpot to create Campaign Members automatically. Common workflows here include creating campaign members on form submissions or marketing email. You can also automate creating the campaign member and sending a marketing email based on a form submission in the same workflow, as demonstrated below:

Note that the corresponding Salesforce campaign will need to be created first, prior to updating the workflow in HubSpot.

Attribution Models

The default Salesforce Campaign Influence Model Settings awards 100% credit to the Contact’s Primary Campaign. If creating an Opportunity during lead conversion, the last Campaign associated with the Lead is automatically set as the Primary Campaign by default. The Primary Campaign can always be overwritten manually after Lead Conversion.

If you create an Opportunity outside of lead conversion, the Primary Campaign will also need to be set manually to be tagged with the correct Campaign. However, you can use Swantide’s workflow to automatically populate the Primary Campaign field with either the oldest or most recent campaign membership automatically.