gtmskills.com

Reference file

crm-sync.md

crm-sync-md.md

CRM Sync — HubSpot & Salesforce

Supported CRMs

HubSpot, Salesforce, Pipedrive, Close, Attio

Action Types

Lookup (Read-Only)

  • Pull data FROM CRM INTO Clay
  • Doesn't modify anything in your CRM
  • Experiment freely without risk

Create & Update (Write)

  • Push data FROM Clay TO CRM
  • Real and permanent modifications
  • Be careful and methodical

HubSpot Setup

  1. Click "Import"
  2. Select "HubSpot"
  3. Authenticate your account
  4. Permissions granted automatically

Salesforce Setup

  1. Navigate to import action
  2. Select Salesforce
  3. Login and grant permissions
  4. Choose: list or static report
  5. Note: Reports limited to 2,000 records — prefer imports from lists

Push to Email Sequencers

Clay integrates with:

  • Instantly.ai
  • lemlist
  • Smartlead.ai
  • HeyReach
  • Sendspark
  • Salesloft
  • Outreach

Best Practices

  • Match by HubSpot ID for accuracy
  • Use "ignore blank values" to protect clean fields
  • Automate via API connections for continuous sync
  • Test with one row first before bulk operations

CRM Enrichment Example — Salesforce Cleanup

30,000 records enriched and cleaned

Problem

  • 30K Salesforce records
  • Only: Company Name, Billing State, Company Owner
  • No website, no LinkedIn, no revenue, no contacts

Solution Workflow

Salesforce Import (30K records)
          ↓
    Google Search: "[Company Name] LinkedIn"
          ↓
    Extract LinkedIn Company URL
          ↓
    Enrich Company from LinkedIn
          ↓
    Find Company Domain
          ↓
    Revenue Waterfall
          ↓
    Find Marketing Contacts
          ↓
    Tech Stack (HG Insights)
          ↓
    Find Investors
          ↓
    Update Salesforce (push enriched data back)

New Data Added

Field Source Value
Company LinkedIn URL Google Search Matching
Description LinkedIn Enrich Context
Industry LinkedIn Enrich Segmentation
Location LinkedIn Enrich Routing
Employee Count LinkedIn Enrich Sizing
Revenue Waterfall (PDL, HG, Clearbit) Qualification
Marketing Leaders Find People Contacts
Tech Stack HG Insights Targeting
Investors Enrichment Context

Key Insight

Clay as a CRM cleaning layer:

  • Import from Salesforce
  • Enrich everything
  • Push back to Salesforce
  • Auto-refresh on schedule
  • CRM always clean and complete