In HubSpot, there are standard CRM objects: contacts, companies, deals, tickets, and custom objects. To keep track of the relationships between these objects, you can associate their records together. Associations are always two-way (i.e., if record A is associated to record B, record B is also associated to record A) and can be seen in each record in the right panel.
Examples of when you'd associate records include:
When making a sale, you communicate via email to three individuals at the same company. In HubSpot, you associate the deal to the three contact records and their company record.
When handling a customer complaint, you communicate via email to two individuals. These individuals are also in the middle of a sale with your company. In HubSpot, you can associate the ticket record to the two contact records and the deal record.
Please note: a contact record can be associated to only one company record. Learn more about association limits in the Technical Limits section in HubSpot's Products & Services Catalog.
Associate individual records
To associate records on your desktop:
Navigate to your records:
Contacts: In your HubSpot account, navigate to Contacts > Contacts.
Companies: In your HubSpot account, navigate to Contacts > Companies.
Deals: In your HubSpot account, navigate to Sales > Deals.
Tickets: In your HubSpot account, navigate to Service > Tickets.
Custom objects: In your HubSpot account, navigate to Contacts > Contacts, then click the dropdown menu in the top left and select the name of the custom object.
Click the name of the record you want to associate with others.
In the right panel, locate the relevant object section and clickAdd. For example, if you want to associate a deal with the record you're in, look for the Deals section and click Add.
You can either create a new record to associate to the record, or associate an existing record to the record.
To create a new record to associate the record to, in the Create a new [record] tab, enter information in the fields, and click Create.
To associate an existing record, click the Add existing [record] tab, search for the record you want to associate to the current record, and select the checkbox next to the record in the search results.
To manually associate records on mobile:
Open the HubSpot app.
Navigate to your records:
Contacts:in the bottom navigation menu, tap on Contacts.
Companies: in the bottom navigation menu, tap Contacts, then tap the Companies tab.
Deals: in the bottom navigation menu, tap Deals.
Tickets (Android only): in the bottom navigation menu, tap More, then tap Tickets.
Tap the name of the record.
Tap the Associations tab.
Tap Add [records] and select existing records you want to associate to the record.
Once selected, tap Done in the upper right.
Associate records in bulk
There are multiple ways to associate records in bulk: