How to set up the Salesforce integration with HubSpot

Last Updated: October 17, 2014

An integration between your HubSpot account and your Salesforce account can be established to seamlessly pass leads and contacts between HubSpot and Salesforce. This integration is pivotal in maintaining consistency between your marketing and sales teams.

Requirements of the HubSpot Salesforce integration

To be able to integrate HubSpot and Salesforce, you must:

  • Be using either HubSpot Professional or Enterprise
  • Be using either Salesforce Professional, Enterprise or Unlimited (not a trial account)
  • Have top-level Salesforce administrator privileges (if on Salesforce Professional Edition)
  • Have top-level Salesforce administrator privileges OR full object-level and full-field-level security permissions (if on Salesforce Enterprise or Unlimited Edition)

Instructions

If you meet the above requirements and are ready to move forward, continue through this guide which will take you through each step of connecting your HubSpot and Salesforce accounts. Follow the steps (outlined below) to begin this process.

Please note the screenshots detailed within this User Guide are not linked to videos. The Salesforce set up flow videos can only be accessed when you actually go through the Salesforce Integration set up within your HubSpot Portal.

Navigate to the Salesforce.com Integration settings within HubSpot

Click on Your Domain/Hub ID > Integrations.

Navigate to the Salesforce.com Integration settings within HubSpot

Click on Salesforce.com Integration in the Integrations side menu.

Begin the Salesforce Setup flow

Here you will begin the process of going through the Salesforce Setup to install the integration between HubSpot and Salesforce, configure your integration settings, and test the integration. To get started, click the Connect to Salesforce button and then follow the instructions inside the tool.

Begin the Salesforce Setup flow

1. Expectations

The first step of the Salesforce Setup begins with requirements, as noted above, but review them before getting started. Before getting into the nitty-gritty of connecting your HubSpot and Salesforce accounts, you’ll need to ensure you have the basic requirements to use the Connector and review the clear expectations set within the steps to install the Connector.

Expectations

  • You should have at least a basic understanding of how the HubSpot integration with Salesforce works in order to specify how the Connector should be configured.
  • You will be taken to Salesforce as part of the installation process. Expect to switch back and forth between these instructions and Salesforce for part of the integration process.
  • You only have a certain number of API Calls (the technology that allows HubSpot and Salesforce to exchange data, which you can read more extensively about here) per day. You should be aware of your limit. As a rule of thumb, a single Contact sync can take up to 4 API calls per record, but this can vary.
  • To connect multiple HubSpot portals to one Salesforce account, you'll need to go through this wizard in each portal.
  • HubSpot will only work with one instance of Salesforce; while you can use two instances of HubSpot with one instance of Salesforce, the connector only allows one instance of Salesforce to connect to your HubSpot account.
  • If you want to install a Sandbox version of the Connector, be sure to check the box on the following page and read more about integrating with a Sandbox environment here.

Click Continue to move onto step 2 of the Salesforce Setup.

Expectations

2. Install Package

In this step, you’ll be going into your Salesforce account to install the HubSpot integration package. At the top of the page, there’s a brief video from Jeffrey Russo from the Product Marketing at HubSpot that outlines what the process of installing the package will look like.

2. Install Package

After watching the video, click on the button Install the package. (If you’re using a Sandbox environment of Salesforce, ensure you check off the box to install on a sandbox Salesforce instance and take a look here for more information.) This will open a new browser tab and take you to Salesforce. If you are not logged into Salesforce already, this new tab will prompt you to do so. At this point, you should now be on a page titled Package Upgrade Details. Here you’ll see the Package Name, Version, Description, and a button to continue. Click the Continue button to move to the next step.

A popup window will appear next asking for you to approve third-party access. Click the checkbox for “Yes, grant access to these third-party web sites” which will grant access to the HubSpot API. Then click Continue.

On the screen that follows, Salesforce will ask you to allow the HubSpot integration package to access your Salesforce data using the Salesforce API. Then click the Next button at the bottom of the screen.

If you have Salesforce Enterprise or Unlimited, you will then see the security level options screen. Choose Grant access to all users. This will allow all users to access the HubSpot Lead Intelligence data right from within Salesforce. Then click Next.

On the next screen, click Install to finish the processing of installing the HubSpot integration package. After a minute or two, you’ll receive a notification that the installation completed successfully.

Next in the Salesforce Setup guide, click Continue to move onto step 3: Get Salesforce Token.

3. Get Salesforce Token

In order to move on with the installation and sign into your Salesforce account from HubSpot, you’ll need to have access to your Salesforce security token.

If you don’t have access to your Salesforce security token or unsure what that token is, this would be a good time to partner up with or reach out to your Salesforce administrator.

If your Salesforce account is already integrated with other systems, try to find your original security token in your or your Salesforce administrator’s email inbox, since Salesforce would have emailed it the first time one was requested. Once you have your token, you can enter the code further down on the page you’re currently on for step 3 and click Save & Continue to move onto step 4.

If you or your Salesforce administrator cannot find your token, or never had one, the only way to acquire it is to reset the security token by following the steps in the Salesforce setup guide and below.

Resetting your security token means that you will need to update the credentials of any other integration you've already set up using your original security token. Here is an article on how to update your credentials in HubSpot.

Resetting your Salesforce security token

To reset your token, first click your name on the top-right within Salesforce, then click Setup. (Note that for the Summer '13 edition of Salesforce, you will need to click on your own name and My Settings instead.)

Resetting your Salesforce security token

On the left-hand sidebar, click My Personal Information then click Reset My Security Token.

From this screen, click the button Reset My Security Token.

Shortly after, you will receive an email Salesforce with your new security token. Once you have the token, navigate to the bottom of the page for step 3 in the Salesforce setup guide and enter the code you were given. Now you’re ready to click Save & Continue and move onto step 4.

4. Install Visualforce Module

This step involves adding a HubSpot Intelligence area into your Salesforce page layout. This HubSpot Intelligence section will show your sales team information obtained on the lead from HubSpot such as form submissions, email opens, email clicks, HubSpot Score, as well as a link directly to that contact within HubSpot - all within a small section on the contact record in Salesforce. Your sales team will easily be able to see how all your marketing efforts have driven them to be a more a qualified lead.

In order to install this Visualforce module within Salesforce, you can watch the video provided in step 4.

4. Install Visualforce Module

If you don’t want to watch the video, you can follow the next steps in the Salesforce setup guide to install the Visualforce module in your page layout. Once you completed the steps to add your Visualforce module to your Salesforce page layout(s), click Continue to move onto step 5: Provide Salesforce Credentials.

5. Provide Salesforce Credentials

Now the integration with Salesforce has been established, you want to do some further configuration within HubSpot. At this point, you’ll want to enter in your Salesforce credentials (including that Salesforce security token obtained from step 3.) You’ll need to enter your Salesforce username, Salesforce password, and the Security token.

5. Provide Salesforce Credentials

Make sure you check off the box for Sandbox if you’re using a sandbox environment with Salesforce. You can read more about this here.

Once all fields are entered (and any necessary boxes checked), click Save & Continue to move onto step 6: Customize Field Mappings.

6. Customize Field Mappings

The next step involves matching the fields you have in Salesforce to the properties you have in HubSpot in order to allow the connector to push information from a property in HubSpot to a matching field in Salesforce (or vice versa.) This part is vital in ensuring all that information you’re capturing from your HubSpot forms that your leads are filling out and passing that into relevant Salesforce fields to keep all records up-to-date in both HubSpot and Salesforce.

To see an overview on how the process of “field mapping” works, take a look at the video in the Salesforce setup guide and map your fields as you deem appropriate.

6. Customize Field Mappings

Once you make the changes you feel makes sense to communicate between your marketing team and your sales team, click Save Changes.

Once you receive the alert that your changes have been saved, you can click Continue to move onto step 7: Integration Settings.

7. Integration Settings

This is the part of the Salesforce setup where you’ll want your marketing team and sales team to further decide how they want HubSpot and Salesforce communicating. We’ve already mapped your HubSpot properties to your Salesforce leads, but where would you like this information populated in Salesforce? This is just one of the questions we want to get answered in this step.

7. Integration Settings

At the top of this step, there’s a short video you can watch that quickly outlines the changes you’ll be making.

The first option is Account Sync. Within Salesforce, often times you’ll have Leads or Contacts that are associated with an Account in Salesforce. HubSpot would like to know if it’s important for those associated Accounts to sync over from Salesforce. This will give you more information on a contact record and let you personalize to that contact with more business information, since any Salesforce fields within that associated Account will come over to HubSpot from Salesforce.

You’ll either want to choose Sync Accounts or Do Not Sync from the dropdown menu. And, don’t worry, any decision you make here can be changed later].

Next you’ll want to decide whether or not you want to use a Salesforce inclusion list. Using an inclusion list will allow you to limit what contacts sync to Salesforce from HubSpot. Not every lead that fills out a form and is entered into your HubSpot database will necessarily be a qualified lead. This option allows you to decide what criteria a contact must meet in order to sync from HubSpot to Salesforce, this way you’re not cluttering up your Salesforce account with leads that your sales team may not want to contact just yet.

You can choose -- No Inclusion List -- and the integration will begin syncing all new contacts from HubSpot into Salesforce, or you can choose a Smart List you already have in your HubSpot account, OR you can choose the button Create Inclusion List and begin making a new smart list as your inclusion list, which you can read more extensively about here.

The next step is about how you plan to Store activity data in Salesforce. It’s important for your sales team to know when a lead has submitted on a form or opened one of your marketing emails, and this is where you decide where that information lives in Salesforce.

It’s recommended you choose to store these activities either within the “HubSpot-Activity” object or as a Salesforce activity.  As the step advises, if you sync these activities both to the “HubSpot-Activity” object and Salesforce activity, you could run into an issue where you reach your API call limit, which you can read more extensively about here.

For more assistance on choosing “HubSpot-Activity” object versus Salesforce activity, take a look at the differences between the two which may help you decide one over the other.

Next up is the section Records created in Salesforce. You have two options, you can choose neither, one, or both checkbox options presented to you. (For true bidirectional sync, you’ll want to have both options checked off.) The first option, when checked off, will create a HubSpot contact when a Lead is created in Salesforce. The second option, when checked off, will create a HubSpot contact when a Contact is created in Salesforce.

This will allow you to decide which records that originate in Salesforce will create new records in HubSpot.

Now we’re onto how we create a New record type. At this point, considering how your sales and marketing teams use Salesforce, you’ll want to decide where you want HubSpot to place new contacts in HubSpot within Salesforce.

This dropdown menu gives you two options: Lead or Contact. If you choose Lead, any time a new record is created in HubSpot, it will create a Lead in Salesforce. If you choose Contact, any time a new record is created in HubSpot, it will create a Contact in Salesforce.

Next up, you’ll want to decide on Automatic lifecycle stage transitions. When a lead becomes a customer in Salesforce, is that important to translate into HubSpot?

If you decide so, choose Yes in the dropdown automatic lifecycle stage transitions. Next time one of your sales reps marks a record as Closed Won in Salesforce, you’ll see that contact’s lifecycle stage in HubSpot change to Customer. Or you can choose No, and a lead that is Closed Won will not affect the lifecycle stage of that lead in HubSpot. This setting only affects attached to the Closed Won Opportunity; if contacts are on the converted account but are not a part of the original Opportunity, they will not be counted as Customer in HubSpot.

This next part is all about Salesforce State and Country picklists. It used to be that state and country were free text fields in Salesforce and could end up being all sorts of miscellaneous values like USA, US, United States, United States of America. Salesforce now has the option to make state and country fields dropdown (or picklist) menus instead. If you decided to implement the State and Country picklists option in Salesforce, this dropdown will allow the sync between those fields from HubSpot into Salesforce a little easier.

If you have the State and Country picklists option turned on in Salesforce, choose Yes from the dropdown. If you do not have the State and Country picklists option turned on in Salesforce, choose No from the dropdown.

Lastly, you’ll want to decide what to Delete in HubSpot when deleted in Salesforce. This is where you get to decide what happens HubSpot when a lead or contact is deleted in Salesforce. What if your sales team deletes a contact or lead from Salesforce? Do you want that contact to remain in HubSpot or would you rather it be deleted at the same time without having to go into HubSpot and delete the record manually?

You have two checkbox options here, so you can choose one, both, or neither. Your choices are to Delete the contact in HubSpot when a Salesforce lead is deleted and to Delete the contact in HubSpot when a Salesforce contact is deleted.

That’s it! You’ve customized your integration between HubSpot and Salesforce. Remember, anything you choose here can be changed later if necessary.

Make sure you click Save Setting Changes.

Then click Continue to move onto step 8 of the Salesforce setup guide.

8. Activate the Connector

Now you’re ready to flip the switch! Literally.

In this step you’ll see a button waiting to be switched on to Sync Contacts with Salesforce. When you’re ready, click the button to turn syncing on.

8. Activate the Connector

Records won’t automatically be in sync with one another after turning “on” the sync, but the next time a change is made on a current HubSpot or Salesforce record, that contact will sync from one platform to the other. Also, after flipping the switch “on,” any new record in Salesforce and HubSpot will begin syncing to one another.

Just below that button you’ll see a small note about lead revisit notifications. By default, the integration will be able to look into a lead record and if it sees a Salesforce owner listed for that owner, it will send out a notification to the owner when a lead revisits your site.

If you want to disable these lead revisit notifications from sending out, make sure you check off the box as shown above.

Click Continue to move onto step 9 of the Salesforce setup guide.

9. Test Your Connector

It’s time do a test of all those steps you’ve gone through and make sure the integration between HubSpot and Salesforce is raring and ready to go. Cick the Test It button, which will create a test contact “InstallWizard TestContact.”

9. Test Your Connector

You’ll see some messages pop-up over the course of the next few seconds: Starting Connector Test…, Scheduling Sync…, Processing In Sync Queue… until finally…

… you receive the message above that your test contact was created and sync’d successfully between HubSpot and Salesforce. Click on the links provided for HubSpot and Salesforce to check out your first sync’d contact!

Click Continue to move onto step 10.

10. Next Steps

You’ve done it! You’ve successfully set up the integration between HubSpot and Salesforce.

You can watch a short video at this step before moving on to your next action items. This step of Salesforce setup guide hits on importing existing contacts, further resources, and Salesforce settings.

10. Next Steps

You can click on any of the links provided to learn more, or click Go to Salesforce Settings to make further adjustments to the integration.

Next Article: How to import leads and contacts from Salesforce