Inclusion vs selective sync made simple - HubSpot X Salesforce
Understand the two main ways to control HubSpot-Salesforce data flow, with setup guidance + best practices.
The fastest way to wreck your HubSpot-Salesforce integration is simple: skip configuring your Inclusion List and Selective Sync.
These two settings decide what data flows between systems. Get them wrong, and you’ll face sync errors, bloated databases, or worse, compliance risks.
This guide breaks down what each one does, when to use them, and how to set them up so you stay in control of your data.
Why HubSpot and Salesforce integrate
Many teams will never leave Salesforce. It’s the system they’ve built their sales and finance processes on, and being the first big CRM player comes with deep loyalty.
Even though HubSpot has become a leading CRM, most teams still run Salesforce as their primary database of record.
That’s fine. In fact, it’s common. Marketing teams often prefer HubSpot for campaign management and automation, while sales and account management live in Salesforce.
Instead of choosing one over the other, the two systems are connected so each team works in the platform that suits them best.
How the HubSpot-Salesforce integration works
The HubSpot-Salesforce integration works as a bi-directional sync, moving data both ways every 15 minutes or instantly when triggered by an update.
In HubSpot Professional accounts, standard objects like Salesforce Leads, Contacts, Accounts, Opportunities, Tasks, and Cases automatically map to HubSpot’s Contacts, Companies, Deals, Activities, and Tickets.
Enterprise accounts also have the option to sync Custom Objects.
Importantly, only mapped fields and objects are included, and only for records the integration user has permission to access.
By default, this setup allows a large amount of data to move freely between the two systems, which is why most teams look for ways to narrow it down.
Two methods for limiting data
There are two main levers to control how much data moves between HubSpot and Salesforce:
- Inclusion List - controls which HubSpot Contacts are allowed to sync into Salesforce.
- Selective Sync - controls which Salesforce records HubSpot can see and sync.
You can use one, both, or neither. They’re optional, and they aren’t mutually exclusive.
HubSpot inclusion list
What it is
A HubSpot Inclusion List is an active list that determines which Contacts can sync from HubSpot into Salesforce.
If a Contact is not on the list, it will not create a record in Salesforce, and its data will not flow back.
How to create one
Building an Inclusion List is just like creating any other active list in HubSpot:
- Go to Contacts > Lists > Create List > Contact-based.
- Name your list, select Active List, and click Next.
- Define your criteria.
- Save the list and assign it in your Salesforce integration settings.
A common starting point is to allow Contacts to sync only if their Lifecycle Stage is Marketing Qualified Lead, Sales Qualified Lead, Opportunity, or Customer.
You may also include Contacts with a known Salesforce Contact ID or Lead ID to keep Salesforce-originated records in sync.
When to use it
The Inclusion List is ideal if you don’t want Salesforce cluttered with early-stage leads.
Marketing can nurture contacts in HubSpot, and only when they reach MQL or SQL status will they flow into Salesforce for sales to engage.
This keeps Salesforce clean, prevents sales from chasing unripe leads, and allows marketing to fully manage nurture sequences before handoff.
Salesforce selective sync
What it is
Selective Sync is configured in Salesforce. It uses user profiles, permission sets, and roles to control what the HubSpot integration user can see.
In practice, it limits which Salesforce records can sync back into HubSpot.
How to implement it
A Salesforce Administrator sets this up. The integration user’s profile is restricted to exclude specific data objects or fields.
You can also check out HubSpot's own article on syncing records between HubSpot and Salesforce.
When to use it
Most teams let Salesforce send all records to HubSpot. But in some cases, restricting data is critical.
The most common example is compliance. For organizations subject to HIPAA, Selective Sync ensures protected health information never enters HubSpot.
It’s also useful if you want to hide irrelevant or sensitive Salesforce data from marketing users.
Best practices for managing sync
The right setup depends on your team’s structure.
Here are a few solid guidelines to start.
A. Decide system ownership.
If business development reps (BDRs) live in Salesforce, sync Contacts once they’re MQLs. If BDRs work in HubSpot, wait until SQL.
Define this early to avoid duplicates and missed handoffs.
B. Use one Inclusion List.
Don’t nest multiple active lists into one. Create a single list with all criteria so it’s easy to audit.
C. Control field mapping.
Not every field needs to be bi-directional.
Limit updates to prevent overwriting critical Salesforce data.
D. Protect sensitive data.
If compliance or governance matters, configure Selective Sync.
Don’t risk exposing data HubSpot shouldn’t have.
E. Monitor quality.
Tools like Insycle can help catch duplicates and data errors as records move between systems.
Redoing your inclusion list
If your integration has been in place for a while, you may already see sync errors, missing data, or unclear criteria. Redoing the Inclusion List is often the first step to fixing it.
Here’s how:
- Create a new active list with correct criteria.
- Build a second list for Contacts that are in the new list but not the old.
- Build a third list for Contacts in the old list but not the new.
- Review these lists to confirm which records should sync moving forward.
- Update the integration settings to use the new list.
- If you want records to stay only in HubSpot, delete them from Salesforce. Before deleting, disable the setting that deletes HubSpot records when Salesforce records are removed.
This process ensures you don’t lose critical data while cleaning up your sync rules.
Inclusion list vs. selective sync
To recap:
- The Inclusion List controls what HubSpot sends to Salesforce.
- Selective Sync controls what Salesforce sends to HubSpot.
They’re not the same, but they complement each other. Many companies use both to keep systems clean and compliant.
The short story
The HubSpot-Salesforce integration is powerful, but it’s easy to get wrong.
Without guardrails, Salesforce fills up with unqualified leads, HubSpot collects data it shouldn’t, and nobody trusts the reports.
The Inclusion List prevents early-stage contacts from overwhelming Salesforce. Selective Sync keeps sensitive Salesforce data out of HubSpot.
Together, they give you the precision you need to make the integration work for your team.
Need help?
At RevBlack, we help companies set up HubSpot-Salesforce integrations that actually work. That means clear guardrails, clean data, and systems that support your process instead of creating more work.
If your sync is messy or you’re unsure what should flow where, send us an email, we’ll scope how we can be of assistance to you and your team.
What is RevBlack? Learn more about our services.
