HubSpot Salesforce Integration | SyncCloud by Exelement

Overview

Plenty of organisations run HubSpot and Salesforce side by side, usually marketing in HubSpot and sales in Salesforce, and the two have to agree for either to be trusted. HubSpot's native Salesforce connector handles this well for standard objects: contacts, companies, and deals sync in both directions with field mapping, and recent versions also sync custom objects. It has known limitations, though. Field mappings involving Salesforce lookup fields on custom objects are not supported, conflict resolution is basic, and the sync polls roughly every fifteen minutes rather than reacting in real time. For larger or more complex data models, those gaps start to matter. SyncCloud builds and runs the HubSpot and Salesforce integration where the native connector stops being enough, with deeper field mapping, custom sync rules, and near real-time triggers, as a managed service.

What you can do

Use cases

Deeper custom object and lookup mapping

The native connector syncs custom objects but cannot map Salesforce lookup fields on them and leaves complex relationships behind. SyncCloud maps custom objects, lookup fields, and the associations between them in both directions, so a data model that goes beyond standard contacts and deals stays consistent across the two systems.

Custom sync rules and conflict resolution

You define which records sync, in which direction, and which system wins when both change the same field. Where the native connector offers only basic conflict handling, SyncCloud applies the precedence and routing logic your process needs, so Salesforce and HubSpot agree rather than overwrite each other.

Near real-time updates on the changes that matter

The native sync polls roughly every fifteen minutes. SyncCloud uses HubSpot webhooks to sync on specific data value changes, so a closed deal, a stage change, or an owner update can move between the systems in near real time rather than on a fixed cycle.

Managed operation and support

SyncCloud monitors the integration continuously, handles the impact of platform updates and schema changes, and gives you a named Exelement contact, so operation is proactive rather than reactive internal troubleshooting.

The managed service

How SyncCloud works

SyncCloud starts with a scoping session covering both data models: which objects sync, in which direction, and under what rules. We build the field mapping, routing, conflict logic, and error handling, test against sandboxes on both sides, and move to production. SyncCloud connects through the HubSpot and Salesforce REST APIs directly, syncs on specific data value changes through HubSpot webhooks for near real-time updates, and applies custom sync rules including which system wins on a conflicting change. Exelement runs the integration as a managed service, monitoring it and absorbing the impact of platform updates, with a named contact for operational questions.

Setup and requirements

Technical notes

HubSpot's native Salesforce connector syncs contacts, companies, deals, and, in recent versions, custom objects, with standard field mapping. It has known limitations: field mappings on Salesforce lookup fields for custom objects are not supported, conflict resolution is basic, and the sync polls on roughly a fifteen-minute cycle rather than in real time. SyncCloud builds directly against both REST APIs, so deeper custom-object and lookup mapping, conditional conflict logic, routing, and near real-time triggers are all in scope. A HubSpot sandbox and a Salesforce sandbox are recommended before implementation.

Bi-directional · 3–6 weeks setup

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Nordic B2B technology company, HubSpot Marketing Hub and 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, aligned beyond the native connector