State & country picklists in Salesforce: how to connect them with HubSpot
Standardized data sync ensures reliable reporting & growth
Salesforce is a powerful CRM, but it’s only as good as the data you feed it.
One of the most common issues is inconsistent address inputs, like a sales rep typing “US,” “U.S.A.,” or “United States,” causing reports to malfunction.
The fix is enabling State and Country picklists in Salesforce. These enforce consistent values and keep your database tidy.
If you’re syncing with HubSpot, there’s an extra layer of work to make sure the picklists align.
This guide shows you how to step by step.
Step 1: configure state and country picklists in Salesforce.
Start in Salesforce Setup by searching for State and Country/Territory Picklists in the Quick Find box.
Click Configure States and Countries to map existing data first, then Enable the picklists.
For each country, click Edit to configure the states you want active, then mark the default countries and territories as visible.
Once everything is in place, click Save to confirm.
Step 2: create matching picklists in HubSpot.
With Salesforce configured, you’ll need to mirror that setup in HubSpot.
Go to Settings > Properties > Contacts and create a new drop-down property for Country.
Ensure the Label matches the Salesforce name, but the Internal Value matches the Salesforce Integration Value (ISO Code).
Next, open Settings > Integrations > Connected Apps > Salesforce > Contacts.
Map the HubSpot field to the Country Code version of the Salesforce field, rather than the standard text field.
Keep an eye on internal values: Salesforce often uses ISO codes (like “US” or “DE”) instead of full names. HubSpot must use those codes as internal values to keep the sync clean.
Step 3: build state picklists in HubSpot
Not every country in Salesforce comes with states or provinces. For those that do, you’ll need to create separate HubSpot picklists to match them.
In Salesforce Setup, open Configure States, Countries, and Territories.
Under Available States/Provinces, look for countries with a number in the column. Click Edit to view their state or province list, then copy those values into new HubSpot properties.
This process can feel repetitive, but it’s worth the effort. It gives users the right state options for their country without dumping an overwhelming list of irrelevant regions into a single dropdown.
Step 4: use workflows to consolidate state data
Because HubSpot doesn’t support syncing multiple country-specific picklists directly to Salesforce, you’ll need to roll them up with a Workflow.
Create a Contact-Based Workflow with the trigger set to your new "Country" property is known.
First, add an action to copy your custom Country picklist value into HubSpot’s default Country/Region field (mapped to Salesforce Country Code).
Then, add an If/Then branch.
For each branch (e.g., if "Country" is USA), if the "US State" picklist is known, copy that value into the consolidated State/Region field.
With HubSpot’s limit of 100 branches, you can now handle most global regions within a single workflow.
Step 5: update your HubSpot forms
With your properties and workflows set, update your forms to start collecting clean data. Go to Marketing > Lead Capture > Forms in HubSpot and replace the default Country/Region field with your new Countries picklist.
In the form editor, open the Logic tab.
For each country that has a dedicated state dropdown, configure the logic so that selecting that country reveals the correct state field.
Rename the visible label to State/Region so users see a familiar field name, not your internal naming conventions.
Repeat this process until every country with states is covered. Once finished, publish the form and activate the Workflow. From here, you can simply clone the form for future use.
Don’t build alone
Configuring picklists is just the first step.
The real challenge is cleaning up years of legacy data and ensuring your automation doesn't trigger a sync collapse.
At RevBlack, we specialize in hardening the Salesforce–HubSpot bridge so your teams can trust their reports again.
Fix My Sync → Submit a form
Not ready for a full overhaul? Start with a HubSpot Audit to stress-test your current setup, or dive into Salesforce’s official guide to State and Country/Territory Picklists.
