Fix duplicate companies in the HubSpot Salesforce integration for good
Prevent and resolve company duplicates during integration
What is a duplicate record?
A duplicate record is two or more CRM records representing the same company or person.
In the HubSpot–Salesforce integration, duplicates can appear for a few reasons.
- Companies
Multiple company records can exist if:
- Salesforce and HubSpot both create companies independently
- HubSpot’s automatic company creation is enabled
- A contact submits a form with a domain HubSpot treats as “new.”
HubSpot attempts to associate contacts with companies based on email domain only if that feature is turned on.
If it’s off, contacts won’t split across companies automatically.
- Contacts
If multiple Salesforce Leads/Contacts share the same email, they sync into one HubSpot contact.
HubSpot won’t create duplicates with a shared email.
HubSpot updates the record based on the Salesforce Lead/Contact with the most recent SystemModstamp.
Why duplicate companies cause real problems
Duplicate companies can confuse your lifecycle logic and send the wrong messages at the wrong time.
For example, if a new contact from an existing customer account associates with a new company record (instead of the synced Salesforce Account), HubSpot may treat them like a fresh MQL instead of a customer.
💡 Learn more about tracking the entire lead journey (from SQL to MQL.)
That’s how you end up with a paying customer getting nurture emails meant for prospects.
Duplicates aren’t the only cause of mis-personalized automation, but they’re one of the most common root causes in HubSpot–Salesforce environments.
How to check for duplicate companies
Use filtered views in HubSpot Companies to identify likely duplicates:
- Company Domain is known
- Salesforce Account ID is unknown
- (Optional but helpful) “Associated contacts ≥ 1”
Records matching this pattern often represent a HubSpot-origin company that should be merged into the Salesforce-synced one.
Also check → Salesforce Account ID is known + Associated contacts = 0
These are typically orphaned sync records, not always duplicates (but they do need review!)
Fixing duplicates using Associ8
Associ8 remains one of the most efficient ways to repair company associations at scale inside HubSpot.
Before you begin, confirm your Salesforce mappings include:
- Company → Salesforce Account ID
- Contact → Salesforce Account ID
- Contact → Salesforce Contact ID
Workflow pattern:
- Contact-based workflow
- Enroll contacts whose company has no Salesforce Account ID, while the contact does
- Use Associ8 to match the contact to the correct company using their Salesforce Account ID
- Run workflow
- Review remaining companies without Salesforce Account IDs
- Delete only confirmed duplicates (not every record missing an Account ID should be removed.)
This gives you a scalable, low-risk way to fix associations without breaking the sync.
If you need help untangling duplicates
You can also explore tools like Insycle for mass deduplication across objects.
And if you want a hands-on plan to clean and prevent duplicates across HubSpot and Salesforce, RevBlack can help you diagnose and stabilize your integration.
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