Associating records in HubSpot is easier than ever, with newly added support to associate records via HubSpot Workflows. As long as there's a shared unique identifier, you can set up workflows to run when a record from either object is created or updated to search for a corresponding record to associate, depending on your data flow.

What can be more challenging is wrapping your head around how to share other associations between the two objects. For example, relating a newly associated record to the same HubSpot Company:

Workflow #1: Associate Objects A & B and Stamp Company ID on a Field on Object B

The workflow runs whenever a new Object B record is created

In the first workflow action, Object A is associated with Object B via a shared unique ID:

In the second workflow action, we can Edit the object B record that started the workflow and set:

• Property to Edit: Text field e.g. "Associated Company ID from Object A"

• Choose a value: click "Edit available records" and then add Object A

  • Then, select a property sync field on Object A that you created, which returns the related Company ID

Workflow #2: Create the Association Between Object B & the HubSpot Company

This second workflow runs whenever the field on Object B is updated with a HubSpot Company ID via the first workflow. It then associated Object B to a HubSpot Company based on that record ID:

With two simple Workflows, you can create a powerful association engine within HubSpot that not only relates two records together but also inherits relationships from either side of the connection to the other. While the most common use case might be for HubSpot Companies, there are many other helpful applications between standard and custom objects.