Exelement.co

Overview

HubSpot provides a native Salesforce connector, and it works adequately for straightforward implementations: standard contact, lead, and opportunity sync between the two platforms with basic field mapping. Many organisations start with the native connector and it serves their needs for a period. The limitations surface as the data model becomes more complex: custom objects in Salesforce that need to be visible in HubSpot, multi-select fields that the native connector handles inconsistently, routing logic that should vary by record type or business unit, or simply the operational reality that the native connector requires internal administration when it breaks.

SyncCloud provides a managed HubSpot–Salesforce integration for organisations that have outgrown the native connector — or who want to implement correctly from the start rather than discovering its limits under production load. We handle custom object mapping, full field type support, conditional routing, and ongoing operation. When either platform updates in a way that affects the integration, we manage it — you do not.

What you can do

Use cases

Custom object sync between HubSpot and Salesforce

Salesforce custom objects — service cases, subscription records, project entities, partner data — can be mapped to HubSpot custom objects and synced bidirectionally through SyncCloud. The native connector does not support custom object sync. For organisations whose data model extends beyond standard contacts and opportunities, this is a prerequisite for any meaningful alignment between HubSpot and Salesforce.

Precise marketing-to-sales lead routing

Leads generated in HubSpot should reach the right Salesforce queue, owner, or record type based on defined criteria — not a blanket sync of all contacts. SyncCloud builds routing logic based on HubSpot lifecycle stage, lead source, company size, territory, or any combination of field values. This prevents Salesforce from receiving unqualified contacts and ensures sales works from a curated, prioritised lead set.

Salesforce opportunity data enriching HubSpot marketing

Opportunity stage, deal value, close date, and account type from Salesforce can inform HubSpot segmentation and campaign logic. Marketing teams can build audiences based on pipeline stage or customer tier from Salesforce data, without requiring Salesforce access or manual data exports. This makes HubSpot marketing more commercially relevant and reduces the gap between what sales knows and what marketing acts on.

Managed integration operation and support

The native HubSpot–Salesforce connector requires internal administration when it fails, when schema changes affect field mapping, or when either platform releases updates that change API behaviour. SyncCloud monitors the integration continuously and manages the impact of platform updates, and provides a named Exelement contact for operational questions — replacing reactive internal troubleshooting with proactive managed operation.

The managed service

How SyncCloud works

SyncCloud implements and operates the HubSpot–Salesforce integration as a managed service. We start with a detailed scoping session covering your HubSpot data model, Salesforce object structure, routing requirements, and any custom objects or field types that the native connector cannot accommodate. This scoping produces a field mapping specification that is reviewed and approved before build begins.

The integration is built and validated in sandbox environments for both platforms. Go-live is staged, with monitoring in place from day one. Once in production, SyncCloud manages API changes from both HubSpot and Salesforce, handles error logging and alerting, and provides direct support from Exelement's Stockholm-based team. For organisations with complex HubSpot and Salesforce deployments, this level of managed operation is materially different from a self-configured connector.

Setup and requirements

Technical notes

HubSpot's native Salesforce connector covers standard contact, lead, and opportunity sync with basic field mapping. It does not reliably support custom objects, lookup fields, multi-select fields, or complex routing logic. SyncCloud is built directly against HubSpot and Salesforce APIs, without dependency on the native connector.

Standard implementation runs 3–6 weeks with both sandbox environments available. Implementations involving Salesforce custom objects, complex record type routing, or HubSpot custom objects should be scoped as potentially longer engagements: 6–12 weeks depending on data model complexity. Both a HubSpot sandbox portal and a Salesforce sandbox are required to begin build.

Bi-directional · 3–6 weeks setup

Ready to connect HubSpot with Salesforce?

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Nordic B2B technology company, HubSpot Marketing Hub + Salesforce Sales Cloud — custom object sync, territory-based lead routing, and managed operation replacing a native connector that had become unreliable at scale.

What our clients are saying.

“We can finally trigger personalized engagement campaigns based on CRM changes, not just marketing activities – improving our campaigns for onboarding, cross-sell, up-sell and re-engagement.”

“Lead follow-ups that used to take days now happen within minutes, thanks to seamless handoff between marketing and sales.”

“Exelement always have great solutions and quick help when it comes to HubSpot sales processes and automation!
The service is on top!”

“Since integrating our CRM and marketing automation, we've achieved accuracy in campaign ROI reporting—finally making data-driven budget decisions.”

“Our sales team now sees the entire buyer journey—email clicks, page views, webinar attendance—leading to a 30% higher conversion rate from MQL to SQL.”

“With marketing activity tracking in our CRM, our sales reps are 40% more likely to engage with leads at the right moment.”

“Lead scoring is finally aligned between teams, and it's increased qualified lead velocity by 35%.”

“We now see campaign performance right inside our CRM, reducing reporting time by 70%."”

“We’ve gone from siloed metrics to unified funnel reporting, which improved our forecasting accuracy significantly”

“Integration brought our sales and marketing teams together—now we actually share the same pipeline goals and KPIs.”

“We've automated lead stages and reduced manual processing time by over 50%.”

“Personalization got a serious upgrade—using up to date CRM data, we increased email engagement by 60%.”

Featured case study

HubSpot and Salesforce integrated beyond what the native connector supports