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Associate multiple companies with a contact, deal, or ticket and use association labels

Last updated: January 19, 2022

Applies to:

All products and plans

In your HubSpot account, you can associate multiple companies to a contact, deal, or ticket record. Users in Professional and Enterprise accounts can also label the association to specify the relationship between any associated standard CRM objects.

Please note: as of January 18, 2021, all newly created HubSpot accounts have access to the associations improvements. If you're a Super admin in an existing HubSpot account, you can opt-in to the new associations. Learn more about what happens to your account when you opt-in, including example use cases.

If you'd like to automate the association between records in your system, learn more about associ8 by Aptitude 8 and other operations-related apps in the HubSpot App Marketplace.

Opt-in for associations improvements

Before you can associate multiple companies to a record or label associations, a user with Super admin permissions needs to opt-in for early access to the new associations. With the associations improvements:
  • A record can have a maximum of 10,000 total associations with records of another object (e.g., a contact record can only be associated with 10,000 company records).
  • You can create up to 10 association labels for associations between each object pair (e.g., 10 labels for contacts and deals, 10 labels for companies and contacts, etc.).

Please note: once you opt-in, you will not be able to opt-out. Learn more about what happens to your account when you opt-in for the new associations.

To opt-in:
  • In your HubSpot account, click the settings settings icon in the main navigation bar..
  • In the left sidebar menu, navigate to Objects, then select Contacts, Companies, Deals, or Tickets.
  • In the bottom right, click the Get early access to new and improved associations button.
FA-beta-opt-in

Please note: if you don't see the Get early access to new and improved associations button, your account may already be opted-in, or your account may not yet be eligible to enroll in the BETA. At the top of the object settings page, look for the Associations (BETA) tab. If you see this tab, you are already opted-in. If you don't see the button or the Associations (BETA) tab, reach out to HubSpot support.

  • To continue, click Yes, I want to opt-in.
  • In the dialog box, select the I understand that I will not be able to opt out once I opt in checkbox. If you’d like to be contacted to provide feedback about the new associations, select the Yes, it’s ok to contact me for feedback checkbox.
  • Click Opt-in.
You can now associate multiple companies to a contact, deal, or ticket record. If you’re a user in a Professional or Enterprise account, you can also create association labels.

Manage company associations

You can associate an additional company record and set association labels in HubSpot on desktop, in the HubSpot mobile app, or via the Associations API. Once you've associated your records, you can view a record's associated companies, update the primary company association, or remove an association. Users in Professional and Enterprise accounts can also edit labels of existing associations.

By default, the first company you associate with a record will be the primary company. The following scenarios apply to the primary company:

Desktop

You can associate additional companies to your records individually, or in bulk via import. To associate an individual contact, deal, or ticket with another company record on desktop:

  • Navigate to your records:
    • Contacts: In your HubSpot account, navigate to Contacts > Contacts.
    • Deals: In your HubSpot account, navigate to Sales > Deals.
    • Tickets: In your HubSpot account, navigate to Service > Tickets.
  • Click the name of the record you want to associate another company with.
  • In the right panel, next to the Companies section, click Add.

  • On the Associate existing tab, click the Company dropdown menu and search and select an existing company to associate with the record. Click the Associate new tab to create and associate a new company.
  • To replace the existing primary company with the company you are associating, select the Replace [company] as [record's] primary company checkbox.
  • If you want to label this association (Professional and Enterprise only), click the Labels dropdown menu. Search for and select an appropriate label. If no existing labels accurately describe the relationship between the record and the company, click Manage labels to create a new label.
  • If you want to associate additional companies to the record at the same time, click Associate another company.
  • Once done, click Update.

To edit existing company associations on desktop:

  • Click the name of the record with the association you want to update.
  • In the right panel, under the Companies section, hover over the association you want to update and click More.

    • Set as primary: select to make the company association primary. In the dialog box, select the checkbox and click Update. This primary association will be the associated company shown in the records index pages, and be referenced by lists, workflows, cross-object reports, and personalization tokens.
    • Remove as primary: select to remove this company association as primary. In the dialog box, use the dropdown menu to select a new primary company, then click Update.
    • Edit association (Professional and Enterprise only): select to update the association label. In the dialog box, click the dropdown menu and select a new label. Click Update. You can also set association labels in bulk via import.
    • Remove association: select to remove the association. In the dialog box, click Remove association. If the association you’re removing is a primary company, use the dropdown menu to choose a new primary company.

If a record has multiple associated companies, all companies are displayed in the Associated companies column of the contacts, deals, and tickets index pages. The primary company will also be displayed as the Primary company in the contacts index page. To view associated companies in bulk:

  • Navigate to your records:
    • Contacts: In your HubSpot account, navigate to Contacts > Contacts.
    • Deals: In your HubSpot account, navigate to Sales > Deals.
    • Tickets: In your HubSpot account, navigate to Service > Tickets.
  • To view all companies associated with your records, navigate to the Associated companies column. To view your contacts' primary company association, on the contacts index page, navigate to the Primary company column. If you don’t see these columns:
    • Above the table, click Table actions, then select Edit columns
    • In the dialog box, on the left, select the checkbox next to Associated companies. If you're on the contacts index page, you can also select the checkbox next to Primary company.
    • Click Apply. Learn more about customizing the table.
  • In the columns:
    • Associated companies: click the [x] records link to view all the record’s associated companies. In the pop-up box, click the name of a company to view the company record.
    • Primary company: on the contacts index page, click the name of the primary company to view the company record.

primary-and-associated-companies-columns

Mobile

To associate your record with another company record in the HubSpot mobile app:

  • Open the HubSpot app on your device.
  • Navigate to your records:
    • In the bottom navigation menu, tap Contacts.
    • In the bottom navigation menu, tap Deals.
    • If you're using the Android mobile app, in the bottom navigation menu, tap More, then tap Tickets.
  • Tap the name of the record you want to edit company associations for.
  • Tap the Associations tab.
  • To associate companies, in the Companies section, tap Add companies.
    • To search for a company, at the top, enter the name of the company. Select the checkbox to the left of the company name.
    • To create a new company, tap Create new company. Enter company information into the fields, then click Save in the upper right. The new company's checkbox will be selected.
    • When you've selected the company or companies, tap Done in the upper right.

associate-multiple-companies-iphone

To edit associations in the HubSpot mobile app:

  • Open the HubSpot app on your device.
  • Navigate to your records:
    • Contacts: In the bottom navigation menu, tap Contacts.
    • 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 you want to edit associations for.
  • Tap the Associations tab.
  • To edit an existing association, tap the verticalMenu menu icon.
    • Add Labels: select to add or remove association labels. Labels must be set up on desktop before they can be added or removed on mobile.
    • Set as primary: select to make this company association primary. In the pop-up box, tap Update.
    • Remove as primary: select to remove this company association as primary, and choose a new primary company. On the Set Primary screen, tap the name of the new primary company. The previous company will still be associated to the record, but will no longer be primary.
    • Remove association: select to remove the association from the record. Tap Remove again to confirm. If the association you’re removing is a primary company, choose a new primary company.

Import to set company associations and labels in bulk

You can associate multiple companies to your records in bulk via import. Once you've created association labels in your HubSpot account, you can also import to set labels for your records in bulk (Professional and Enterprise only).

Set up your import files

To successfully associate multiple companies with your records or set association labels via import, you'll need to set up your file(s) correctly:

  • To associate multiple companies to a record, include the record's unique identifier in multiple rows for each company you want to associate. For example, Luke Danes is a manager at Luke's Diner, but a contractor at The Dragonfly Inn. To associate him with both companies, you'd need to include two rows for Luke Danes with the columns Email (or Contact ID), and Company domain name (or Company ID) for each company.

Please note: if you don't include unique identifiers (e.g., Email, Company domain name, [Object] ID), the import will create duplicate records instead of associating the companies to the same record. Learn more about how to import and associate multiple objects.


flex-associations-import-example
  • To set association labels via import, include an Association label column.  You must create the association labels in HubSpot prior to importing.
    • To set multiple labels to describe the relationship between two records, you can include multiple association label values in one cell, separated by a semicolon (e.g., Manager; Billing contact).
    • If you're importing association labels in a multi-file import, you need to include the Association label column and a unique identifier for the object you're associating in the same file.
  • Learn more about the overall file requirements to import and associate multiple objects. The following sample files are specific to importing records with multiple company associations and association labels.
    • Contacts and companies with association labels in one file: XLXS or CSV
    • Deals and companies with association labels in two files: in these sample files, Company name is the unique key for the Company object.

Import your files

  • 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.
  • In the upper right, click Import.
  • Click Start an import. Before you import, learn how to set up your import files.
  • Select File from computer, then click Next
  • Depending on how many files you're importing, select One file, or Multiple files with associations, then click Next.
  • If you're importing one file, select Multiple objects, then click Next.
  • Select the objects in your import file, then click Next. If you're importing to associate multiple companies, Companies will be one of your selected objects. If you're importing association labels, you can select any two of Contacts, Companies, Deals, or Tickets.
  • Click choose a file, then select your import file(s). Learn more about how to import and associate multiple objects.

  • To set association labels (Professional and Enterprise only), on the Map columns in your file to [object] properties screen:
    • In the Import as column, select the Choose how to import dropdown menu, then select Association label.
association-label-import
    • If you're importing two objects, the HubSpot property column will automatically populate the object relationship for the objects you're importing (e.g., Contact and Company). If you're importing more than two objects, select the two objects whose relationship the association labels describe.

Please note: importing a new association label will not overwrite an existing association label. The imported label will be added to the record as an additional association label. Learn how to manually remove an association label from a record.

  • Once your columns are mapped, click Next.
  • Click Finish import.

Create and edit association labels (Professional and Enterprise only)

Users in Professional and Enterprise accounts can create association labels to specify the relationship between associated records. Association labels can describe relationships between all standard CRM objects, including contacts, companies, deals, and tickets. For example:

  • A contact can be Manager at one company, but also Former employee at another company.
  • A deal can have multiple associated contacts, one who is the Decision maker and another who is the Billing contact.

You can create up to 10 labels per object pair (e.g., Contact > Deal, Ticket > Company, etc.). Refer to this post on the HubSpot Community Blog for more example use cases.

To create an association label:

  • In your HubSpot account, click the settings settings icon in the main navigation bar.
  • In the left sidebar menu, navigate to Objects, then select the object you’d like to create an association label for.
  • Click the Associations tab.
  • Click Create association.
  • In the right panel:
    • Click the Associate [Objects] with dropdown menu, then select the other object you're creating the association label for.
    • In the Association label field, enter the name of the label you want.

create-association-label

  • At the bottom, click Create.
  • Once the label has been created, return to your record and refresh the page. The label will now appear for you to select.

To edit an existing association label:

  • In the table, hover over the label to edit, then click Edit.
  • In the right panel, edit the name of the label.
  • Click Save.

Use associations in HubSpot tools

Once you've associated multiple companies to your records, or created association labels to describe relationships between records, you can filter by these associations in HubSpot tools such as lists and workflows. Learn more about possible use cases for the new associations.

Please note: association labels are not supported for use in custom reports or sync via the HubSpot-Salesforce integration.

Filter by associations in lists

When creating a contact or company-based list, you can filter your records based on their associations. For contact-based lists, you can filter based on contacts' primary company associations. Users in Professional and Enterprise accounts can also filter records in lists by association labels.

  • Create or edit a list.
  • Select the [Object] properties filter that corresponds to the associated object. For example, if you're creating a contact list and want to set criteria based on company associations, you would select Company properties.
  • Select a property to filter by, set your criteria, then click Apply filter.
  • By default, the list will include records when any associated records of that object fit the criteria.
  • You can also set your criteria based on the primary company association or a custom association label. To do so, click the Any [object] dropdown menu: 

association-label-in-list (1)

    • Select Any [object] to filter based on all associated records of that object type (e.g., the list would include a contact when any of their associated companies meet the criteria).
    • If you're creating a contact-based list, select Primary [object] to filter based on only the primary associated company (e.g., the list would include a contact only if the primary associated company meets the criteria).
    • If you're in a Professional or Enterprise account, in the With label section, select a label to filter based on only associations that use the selected label (e.g., the list would include a contact only if they have an associated company with that label and that company meets the criteria).
  • Once you're done setting list criteria, in the top right, click Save list.

Use associations labels in workflows (Professional and Enterprise only)

Once you've created association labels, you can use them to trigger enrollment and certain actions within workflows.

Workflow enrollment criteria and if/then branches

You can use association labels in company, deal, or ticket-based workflows when setting enrollment triggers and triggers for if/then branches. Association labels are not supported for triggers in contact-based workflows.

To set triggers based on association labels:

  • Create a workflow
  • In the workflow editor:
    • To set enrollment triggers, click Set enrollment triggers. 
    • To create and if/then branch, click the + plus icon to add a new action, then in the right panel, select If/then branch.
  • In the right panel, select a filter type. Select the associated object that has the property you want to use.
  • Select a property, set your criteria, then click Apply filter.
  • By default, workflow enrollment will be triggered based on the associated Primary company for company filters,
    and will be based on all associated records for contact, deal, or ticket filters. To set which specific associations the criteria should apply to, click the Primary company or All [objects] dropdown menu.

association-label-workflow-trigger

  • In the dropdown menu, select an association label. The workflow will only enroll a record if their associated records fit the criteria and have the selected association label.
  • Once you're done setting your triggers, at the bottom, click Save.

Workflow actions

You can also use association labels in contact, company, deal, or ticket-based workflows to trigger the following workflow actions: Send email (Company-based workflows only), Set a property value, Copy a property value, and Clear a property value.

To use association labels in a workflow action:

  • Create a workflow
  • To add a workflow action, click the + plus icon.
    • If you're creating a workflow to edit a property value, select Set a property value, Copy a property value, or Clear a property value.
      • In the right panel, click the Target property type dropdown menu, and select the associated object for which you're editing a property. 
      • Click the Association label dropdown menu and select the label to filter by. When a record is enrolled in the workflow, this action will only update the property for associated records if the selected label is used to describe the association.
set-property-association-label-workflow
    • If you're creating a company-based workflow to send an email, select Send email.
      • In the right panel, click the Association label dropdown menu and select the labels to filter by. To send the email to all associated contacts, select All contacts. 
      • Select an email. When a company is enrolled in the workflow, the email will only be sent to their associated contacts if the selected labels are used to describe the contact-company association.
association-label-workflow
  • At the bottom, click Save.