How to Create Associations via Workflow in HubSpot
7/18/2025
Associating records in HubSpot is essential for effective customer relationship management (CRM). By creating automatic associations between contacts, companies, and other records, you can ensure that your data remains interconnected and current. This post explains how to set up these associations through HubSpot's workflows.
Automation can vastly improve your CRM’s efficiency. Associating records means that your teams can view relevant information quickly. For instance, linking a contact to a company allows easier access to customer data, making communication smoother. Below are steps and tools involved in creating associations in HubSpot.
1. Utilizing HubSpot's Native Workflow Actions
HubSpot provides several built-in actions that can help manage associations:
- Create Associations: Use this action to link records automatically. For example, a contact can be associated with a company if their email domain matches the company's domain.
- Apply Association Labels: This lets you define the relationship type, like tagging a contact as the "Primary Contact" for a company.
- Update Association Labels: If relationships change, you can update labels in a few clicks to reflect these changes.
- Remove Association Labels: When a contact is no longer associated with a company, you can clear the labels. This helps keep your data accurate.
These actions are accessible within the workflow editor, making it easy to automate records without complex setups.
2. Automating Associations with Third-Party Tools
If your needs go beyond what HubSpot's native actions provide, consider third-party applications:
- Associ8 by Hapily: This tool allows for dynamic associations in workflows. You can link or unlink records based on set values or dynamic tokens, which can be really helpful for more intricate processes.
- Workflow Associations Manager by Integration Glue: This application automates record associations based on specific filter criteria or unique Record IDs right within your workflow. It’s a great option for users who require more flexible association rules.
Using these tools can really help you manage relationships more flexibly and efficiently than relying solely on HubSpot’s built-in features.
3. Setting Up Automatic Associations in Workflows
Setting up automatic associations is straightforward. Here’s a step-by-step guide:
Step 1: Define Enrollment Triggers
Enrollment triggers dictate when records enter your workflow. For example, you can set a rule that enrolls contacts when their linked company meets certain criteria. This can include company size, location, or specific properties you track.
Step 2: Add Workflow Actions
Once you have your enrollment criteria set, you can add your desired actions. Use the "Create Associations" action to link records. You can also decide whether to apply specific labels based on the relationships you want to establish. Set up various actions based on the triggers you’ve defined.
Step 3: Test the Workflow
Before finalizing your workflow, test it. Ensure that the right contacts are being associated with the intended companies or records as expected. Double-check that any labels are being applied correctly. Testing helps catch any mistakes early.
Step 4: Activate the Workflow
Once testing is complete and you’re satisfied with the workflow conditions and actions, activate the workflow. Your associations will be automated henceforth, saving you significant time and effort.
Benefits of Automating Associations
Automating associations carries numerous benefits:
- Efficiency: Save time on manual data entry and ensure accuracy across your CRM records.
- Improved Data Quality: Keep your data related and consistent without constantly having to check for accuracy.
- Better Insights: Linked records make it easier to analyze customer journeys, leading to more informed business decisions.
Conclusion
Incorporating automatic associations into your HubSpot workflows provides clarity and organization to your CRM. Whether you're using HubSpot's built-in features or opting for third-party applications, you have the tools to ensure your records are linked appropriately. By following the steps outlined above, you can create a more efficient and effective CRM system. And in the long run, this means happier customers and smoother operations.