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Two-Way Sync Between HubSpot and NetSuite: See It in Real Time

Watch your contact data flow seamlessly between HubSpot and NetSuite with real-time bidirectional syncing. Here's everything you need to know.

Step 1: Connect Your HubSpot and NetSuite Systems for Contact Syncing

Connect both systems through our onboarding wizard or work with our implementation team during a quick Zoom call. We'll help configure your contact mapping, answer questions about your specific needs, and create any missing properties. The entire setup typically takes about 15 minutes with no coding or technical expertise required.

During setup, you'll install the SyncSmart Bundle in NetSuite and configure the integration user with the proper SyncSmart Integration Role. Our team handles the technical details while you focus on your business requirements.

Step 2: Setting Up Bidirectional Contact Sync Between HubSpot and NetSuite

This is where you customize exactly how your contacts sync between systems. The configuration gives you complete control over data flow and field mappings.

Set Your Sync Direction

Choose how contact data flows between systems:

  • HubSpot → NetSuite: Updates flow one-way from HubSpot
  • NetSuite → HubSpot: Updates flow one-way from NetSuite
  • Two-Way Sync or Bidirectional: Real-time updates in both directions (recommended)

Why bidirectional sync changes everything: With bidirectional sync enabled, your teams work in their preferred system without compromise. A sales rep updates a phone number in HubSpot during a call? It's in NetSuite within minutes. Did your finance teams correct an address in NetSuite? Your marketing team sees it immediately in HubSpot. No more asking "which system has the latest info?" or manually copying changes between platforms.

The bidirectional sync uses intelligent matching, primarily through email addresses, to ensure the same contact stays connected across both systems. Even if a contact exists in both systems before you start syncing, the integration identifies and links them automatically.

Map Your HubSpot and NetSuite Contact Fields

SyncSmart displays all available fields from both systems side by side. Our default mappings cover essential contact information, but you have complete flexibility.

Standard fields that sync automatically:

  • Names (First, Last, Full Name, Salutation)
  • Email addresses (with intelligent deduplication)
  • Phone numbers (Office, Mobile, Fax)
  • Company associations (Parent Customer ↔ Company)
  • Complete addresses (Street, City, State, Zip, Country)
  • Job titles and roles
  • Website URLs
  • Lead source tracking

Examples of custom fields teams add:

  • HubSpot Score → NetSuite Lead Score
  • Lifecycle stages (with bidirectional status updates)
  • Marketing opt-out and unengagement status
  • First/Last conversion dates and forms
  • IP-based location data
  • Social media profiles (Twitter, LinkedIn)
  • Number of employees and annual revenue
  • Custom status fields specific to your business

Simply point and click to map any field between systems. The integration can even auto-create missing fields in either system, eliminating tedious back-and-forth field creation. Special field types like dropdowns sync intelligently — the integration matches options by both label and internal value.

Apply Smart Filters

Use the visual filter builder to control which contacts sync. The integration includes a powerful JavaScript filter engine for complex scenarios:

  • Exclude test contacts with email domain filters
  • Sync only contacts at certain lifecycle stages
  • Filter by subsidiary or business unit
  • Use checkboxes for manual control
  • Combine conditions with AND/OR logic

Step 3: Launch Your HubSpot NetSuite Contact Sync in Minutes

Activate your integration and watch the magic happen. If you have existing contacts in either system, the historical sync begins immediately based on your filter criteria. The integration can process approximately 100,000 records per day during initial historical syncs.

Your teams instantly gain access to unified contact data without manual imports or exports. The sync runs every 5 minutes, with each contact typically processing in about 30 seconds. This near-real-time sync ensures your sales, marketing, and service teams continuously work with the latest information.

Step 4: Monitor Your Sync Performance 

Our comprehensive logging dashboard shows exactly what's happening with your contact data in real-time:

  • Created: New contacts successfully synced between systems
  • Updated: Existing contacts modified with the latest changes
  • Skipped: Contacts that didn't meet filter criteria (working as intended)
  • Errors: Any sync issues with detailed explanations (including info like message, the status, system names (source and target), record type (source and target), record name, and record ID (target)

You can even set up email alerts for specific sync events or errors.

Benefits of Two-Way Contact Sync for Your Business 

Here's how organizations maximize their operations with unified contact data.

Unified Customer View

Sales reps in HubSpot see complete customer information from NetSuite — purchase history, billing details, support tickets — while finance teams in NetSuite access marketing engagement data, lead scores, and communication history from HubSpot. The optional HubSpot iFrame even displays recent timeline activities directly within NetSuite contact records.

Automated Lead Routing

When marketing qualifies a lead in HubSpot, it automatically appears in NetSuite for sales follow-up. Update the contact's status in NetSuite, and HubSpot workflows can trigger appropriate nurture campaigns. The bidirectional sync maintains lifecycle stage alignment across both platforms.

Elimination of Duplicate Entry

Create a contact once in either system — it appears in both. Update a phone number in NetSuite during a support call, and the sales rep sees the updated number immediately in HubSpot.

Enhanced Reporting

With contacts synced bidirectionally, you can:

  • Build HubSpot reports showing NetSuite customer data
  • Create NetSuite dashboards incorporating HubSpot engagement metrics
  • Track the complete customer journey from first touch to lifetime value
  • Analyze conversion rates with complete visibility into both systems

Marketing and Sales Alignment

Marketing can see which leads became customers in NetSuite and optimize campaigns accordingly. Sales can view a contact's complete marketing interaction history — form submissions, email engagement, website visits — before calls. Customer success teams access both sales and marketing context for better service.

See Your HubSpot NetSuite Contact Sync in Action 

Ready to unify your HubSpot and NetSuite contact data? Schedule a demo of a two-way sync now.