In this guide, we'll review how to manage your CRM Sync Settings for each ABM Campaign and the ABM Connected Website from the CRM Sync Settings page in the Propensity Workspace.
Before managing your CRM Sync Settings be sure to follow the install guide for CRM integration and additional configuration.
You can also navigate to the CRM Sync Settings from the Campaign Details Overview page of your ABM Campaign. Setting up your CRM Sync Settings should be part of the initial ABM Campaign Setup.
Once you have opened the CRM Sync Settings, find the campaign or website data you wish to sync. If you do not see the selection you are looking for, try filtering Campaign Syncs to find your desired campaign.
Once you have selected your campaign or website sync, you can test the sync by clicking on Sync Now for an immediate sync with HubSpot or Salesforce.
To view your current sync settings or set up campaign-specific settings, click the expand arrow.
To edit sync settings, click edit.
User permissions for CRM Sync Settings
Access to CRM Sync Settings is controlled by user permissions. Only users with the appropriate permissions can view or modify CRM Sync Settings.
The following rules apply:
Administrators and Editors can access CRM Sync Settings and update sync configurations.
Read Only users cannot access CRM Sync Settings and cannot modify or initiate CRM syncs.
Read Only users can view campaigns but cannot create campaigns or trigger sync actions.
If you are unable to edit your CRM Sync Settings in your workspace, check your user role or contact an administrator.
HubSpot Sync Settings:
Salesforce Sync Settings:
Salesforce Sync Destination
Propensity uses your selected Sync Destination setting to determine whether to create or update Accounts, Contacts, and Leads in Salesforce.
Accounts & Contacts
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Account: Propensity searches for an Account by website.
If found → Updates the existing Account.
If not found → Creates a new Account.
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Contact: Propensity searches by email address.
If found → Updates the existing Contact.
If not found → Creates a new Contact.
Leads Only
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Propensity searches for a Lead by email address.
If found → Updates the existing Lead.
If not found → Creates a new Lead.
Accounts Only
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Propensity searches for an Account by website.
If found → Updates the existing Account.
If not found → Creates a new Account.
Accounts & Leads
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Lead: Propensity searches by email address.
If found → Updates the existing Lead.
If not found → Creates a Lead.
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Account: Propensity searches by website.
If found → Updates the existing Account.
If not found → Creates a new Account.
Accounts, Contacts, & Leads (Update Only)
Propensity will never create records under this setting.
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For a given email:
If a Lead exists → Propensity updates the Lead.
If the Lead has been converted, Propensity updates the Contact instead.
Accounts are also update-only.
Accounts (Update Only) & Contacts (Upsert)
Account: Propensity will only update existing Accounts (never create new ones).
Contact: Propensity will create or update Contacts based on email address.
Accounts and Leads (Upsert) & Contacts (Update Only)
Account: Created or updated based on website.
Lead: Created or updated based on email address.
Contact: If the Lead has been converted, Propensity will update the Contact—but never create new Contacts under this setting.
Leads (Upsert), Account & Contacts (update only)
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Lead: Propensity searches for a Lead by email address.
If found → Updates the existing Lead.
If not found → Creates a new Lead.
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Account: Propensity will only update existing Accounts (never create new ones).
If found → Updates the existing Account.
If not found → No Account is created.
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Contact: Propensity will only update existing Contacts (never create new ones).
If found → Updates the existing Contact.
If not found → No Contact is created.
Why some accounts may sync without contacts
Propensity always syncs Accounts to your CRM to ensure that account-level ABM data can be stored and referenced, even if no contacts are currently eligible for sync.
Contacts, however, are only synced if they meet the contact filters configured in your CRM sync settings. These filters may include conditions such as contact status (for example, Hot), email validity, or other criteria defined during setup.
As a result, it is expected behavior to see Accounts synced to HubSpot or Salesforce with zero associated Contacts. This indicates that none of the contacts linked to that account currently meet the configured contact sync criteria.
This behavior helps ensure that:
Account-level ABM data is always available in the CRM
Only relevant and qualified contacts are synced
CRM data remains clean and aligned with your sales and marketing workflows
If contacts later meet the configured sync criteria, they will be synced automatically based on your integration settings.
Default Sync Settings
If you’d like to create default settings for future campaigns this can be managed at the top of the Sync Settings page. This will apply to all campaigns and ABM Connected Websites created after setting up the default settings.