Case Study: Improve Lead Scoring with Accurate Child-Parent Associations and a HubSpot+Salesforce Sync
Posted: Wed Dec 04, 2024 8:13 am
The Problem: An Active CRM Sync Made It Difficult to Keep Company Records Clean and Consistent
An Insycle customer in the SaaS industry had duplicate companies and missing associations in both HubSpot and Salesforce. These issues made it difficult for the customer, whom we will call Jones Company, to score leads, prioritize opportunities, and connect with all stakeholders for account-based marketing (ABM). To further complicate the situation, the two platforms were synced. So Jones Company needed to deduplicate those companies across both HubSpot and Salesforce, without breaking the integration.
At the same time, Jones Company had many company overseas chinese in worldwide data records that were missing correct parent-child associations. In some cases, dozens of child companies that needed to be associated with the correct parent company were left free-floating, outside of any company hierarchy.
Because Jones Company’s software was often used in brick-and-mortar retail locations, it was common to have separate deals with different child companies. This made it especially important to associate organizations properly. Otherwise, deals might be prioritized improperly or be overlooked entirely.
Jones had an active HubSpot and Salesforce sync, so it needed to ensure that these merges were consistent across both platforms. But merging duplicates in integrated HubSpot and Salesforce platforms involves many nuances, and the problems were more complicated than they seemed on the surface.
Additional Complexities
As you can see, Jones Company’s problems were taking a toll on its business. But deduplicating records while associating child and parent companies correctly and maintaining the HubSpot/Salesforce sync presented numerous challenges:
The complexity of the task and the volume of records affected meant that handling the process manually was not possible.
Jones Company had to find a way to identify the parent company and associate it with its child companies before deduplicating. Otherwise, it would risk merging parent and child records together during the deduplication process.
The company had to ensure that the same record was chosen as the master record in both Salesforce and HubSpot to keep the records synced across systems.
While both HubSpot and Salesforce have a specific field to store the Parent Record ID, most records didn't have the correct information stored there.
An Insycle customer in the SaaS industry had duplicate companies and missing associations in both HubSpot and Salesforce. These issues made it difficult for the customer, whom we will call Jones Company, to score leads, prioritize opportunities, and connect with all stakeholders for account-based marketing (ABM). To further complicate the situation, the two platforms were synced. So Jones Company needed to deduplicate those companies across both HubSpot and Salesforce, without breaking the integration.
At the same time, Jones Company had many company overseas chinese in worldwide data records that were missing correct parent-child associations. In some cases, dozens of child companies that needed to be associated with the correct parent company were left free-floating, outside of any company hierarchy.
Because Jones Company’s software was often used in brick-and-mortar retail locations, it was common to have separate deals with different child companies. This made it especially important to associate organizations properly. Otherwise, deals might be prioritized improperly or be overlooked entirely.
Jones had an active HubSpot and Salesforce sync, so it needed to ensure that these merges were consistent across both platforms. But merging duplicates in integrated HubSpot and Salesforce platforms involves many nuances, and the problems were more complicated than they seemed on the surface.
Additional Complexities
As you can see, Jones Company’s problems were taking a toll on its business. But deduplicating records while associating child and parent companies correctly and maintaining the HubSpot/Salesforce sync presented numerous challenges:
The complexity of the task and the volume of records affected meant that handling the process manually was not possible.
Jones Company had to find a way to identify the parent company and associate it with its child companies before deduplicating. Otherwise, it would risk merging parent and child records together during the deduplication process.
The company had to ensure that the same record was chosen as the master record in both Salesforce and HubSpot to keep the records synced across systems.
While both HubSpot and Salesforce have a specific field to store the Parent Record ID, most records didn't have the correct information stored there.