Set Up and Use HubSpot Salesforce Custom Object Sync

Connecting Salesforce custom objects to Hubspot lets you keep complex CRM data aligned across both systems, so sales, marketing, and operations can work from the same reliable records.

This guide walks through how to enable Salesforce custom object sync, create and manage mappings, and control how records stay in sync between the two platforms.

Before You Start: Requirements for HubSpot Salesforce Sync

Before setting up custom object sync, make sure your Salesforce and HubSpot environments meet these requirements:

• You have the Salesforce integration already installed in your HubSpot account.
• You have permission in Salesforce to access and modify the desired custom objects.
• You have rights in HubSpot to manage integrations and data sync settings.

It is also best practice to review how the custom object is used in Salesforce, including fields, record types, and relationships to standard objects such as Accounts, Contacts, Opportunities, and Cases.

How HubSpot Salesforce Custom Object Sync Works

When custom object sync is enabled, records from a Salesforce custom object can be created, updated, and associated in HubSpot based on rules you define. Sync uses a field mapping between the Salesforce object and a corresponding custom object in HubSpot.

Key concepts:

• Sync direction: choose one-way (Salesforce to HubSpot, or HubSpot to Salesforce) or two-way sync.
• Field mappings: match specific Salesforce fields to HubSpot properties to ensure data lands in the right place.
• Associations: control how custom object records relate to contacts, companies, and deals.

Enable Salesforce Custom Object Sync in HubSpot

Follow these steps to connect a Salesforce custom object with HubSpot. The process is managed from the Salesforce integration settings page.

Step 1: Open the Salesforce Integration Settings in HubSpot

1. Sign in to your HubSpot account.
2. Navigate to your settings area, then locate the Salesforce integration under your connected apps.
3. Open the integration details to view available sync options.

From this integration panel, you can manage all standard and custom object sync rules between Salesforce and HubSpot.

Step 2: Locate Your Salesforce Custom Object

1. In the integration settings, go to the section listing all objects.
2. Find the area dedicated to Salesforce custom objects.
3. Locate the specific custom object you want to sync, such as a subscription, project, or booking object.

The list shows each available custom object that HubSpot can access from your Salesforce instance.

Step 3: Turn On Custom Object Sync

1. Select the custom object you want to connect.
2. Click to enable sync for that object.
3. Choose whether to sync all existing records or only new records going forward.

Once enabled, HubSpot will begin creating and updating corresponding records based on your sync rules and mappings.

Configure HubSpot Custom Object Mappings

Each Salesforce custom object needs a corresponding custom object in HubSpot. You can either create a new one or connect to an existing custom object, depending on your setup.

Step 4: Map the Salesforce Object to a HubSpot Custom Object

1. In the custom object sync settings, select how the Salesforce object should map to HubSpot.
2. Choose an existing custom object in HubSpot or let the integration create a new one automatically.
3. Confirm the primary identifier (such as the Salesforce record ID) that will be used to match records.

This mapping ensures each Salesforce record has a unique counterpart in HubSpot for accurate synchronization.

Step 5: Map Fields Between Salesforce and HubSpot

After object-level mapping, configure the individual field mappings:

1. Open the field mapping interface for the selected custom object.
2. Review the list of Salesforce fields available for sync.
3. For each field, choose the corresponding HubSpot property.
4. Set the sync direction for each mapping (Salesforce to HubSpot, HubSpot to Salesforce, or two-way).

Whenever possible, align data types and picklist values so that information syncs cleanly. For example, map date fields to date properties, numeric fields to number properties, and picklists to dropdown or radio select properties in HubSpot.

Manage Associations Between HubSpot and Salesforce Custom Objects

Custom objects often connect to standard CRM data such as contacts and companies. Configuring associations ensures the same relationships exist in both systems.

Step 6: Configure Custom Object Associations in HubSpot

1. In the custom object sync settings, open the associations section.
2. Review how the Salesforce custom object relates to Accounts, Contacts, Opportunities, or other objects.
3. Map these to the equivalent HubSpot objects, such as companies, contacts, or deals.
4. Choose whether to create associated records in HubSpot when Salesforce relationships exist.

With proper association mappings, your HubSpot users can see related records (for example, a subscription linked to a company and a contact) just as your Salesforce users do.

Control Sync Direction and Conflict Behavior in HubSpot

For each Salesforce custom object, define how data flows and which system wins when conflicts occur.

Step 7: Set Sync Direction for the Custom Object

You can typically choose among these options:

• Salesforce to HubSpot only: Salesforce acts as the source of truth; changes move into HubSpot but not back.
• HubSpot to Salesforce only: HubSpot is the primary system; updates push into Salesforce.
• Two-way sync: Updates in either system can move to the other based on rules and timestamps.

Pick the model that fits your data governance approach and how teams use each platform.

Step 8: Define Conflict Resolution Rules

1. Within the field mappings, specify which system should win when both sides change a value.
2. For certain fields, you may prefer Salesforce to override HubSpot.
3. For other fields, HubSpot might be the preferred source, especially for engagement or lifecycle data.

Clear conflict rules prevent accidental overwrites and maintain a consistent record of truth between Salesforce and HubSpot.

Monitor and Troubleshoot Salesforce Custom Object Sync in HubSpot

After enabling sync, monitor how records behave and adjust as needed.

• Review sync logs or error reports in the integration settings.
• Check sample records in both Salesforce and HubSpot to verify fields and associations.
• Refine mappings if some values are missing, misaligned, or not updating as expected.

If you encounter issues with specific custom objects or fields, consult the official integration guide at this Salesforce custom object sync documentation for more detailed instructions and limitations.

Best Practices for Long-Term HubSpot Salesforce Data Health

Once sync is running, follow these practices to keep both systems organized:

• Regularly audit custom fields and properties in HubSpot and Salesforce to remove unused values.
• Document all object and field mappings so admins understand how data moves.
• Train users on which system is the primary owner of specific fields.
• Align naming conventions and picklist options across platforms.

For complex multi-object architectures, consider working with a CRM consultant to design a scalable model that fully leverages Salesforce custom objects and the flexible data model in HubSpot. A partner such as Consultevo can help plan, implement, and optimize advanced integration scenarios.

Next Steps: Optimize Your HubSpot and Salesforce Integration

With Salesforce custom object sync configured, your teams can access richer data directly inside HubSpot, from project statuses to product entitlements and beyond. Continue improving your setup by:

• Building custom reports that combine synced custom objects with contacts, companies, and deals.
• Using workflows to automate actions when specific custom object records change.
• Segmenting lists based on custom object properties to power targeted marketing and sales outreach.

When Salesforce and HubSpot share a consistent view of custom object data, you reduce manual data entry, eliminate silos, and give every team the context they need to serve customers effectively.

Need Help With Hubspot?

If you want expert help building, automating, or scaling your Hubspot , work with ConsultEvo, a team who has a decade of Hubspot experience.

Scale Hubspot

“`