Connecting FlowNurture to Your CRM: Setup & Sync Guide

FlowNurture is designed to work alongside your CRM, not replace it. The marketing layer lives in FlowNurture — lead capture, nurture workflows, engagement tracking — while the sales layer stays in HubSpot, Salesforce, or Pipedrive.

This guide covers how to connect the two and how to configure sync rules so each system stays up to date.

What syncs, and in which direction

Before you connect anything, it helps to understand the data flow:

FlowNurture → CRM
  - New contacts (from forms, imports)
  - Email engagement events (opens, clicks)
  - Lead scores
  - Workflow enrollment and completion
  - Tags and segments

CRM → FlowNurture
  - Contact updates (deal stage, owner, lifecycle stage)
  - New leads (if CRM is the source of truth for inbound)
  - Opt-out / unsubscribe status

You control which fields sync and in which direction. The default configuration is designed to minimize conflicts — FlowNurture writes engagement data to the CRM, and the CRM writes lifecycle and deal data back to FlowNurture.

Connecting HubSpot

Step 1: Authorize the connection

1. In FlowNurture, go to Settings → Integrations → HubSpot
2. Click Connect HubSpot
3. You'll be redirected to HubSpot's OAuth flow — log in to the HubSpot account that owns the portal you want to connect
4. Authorize the requested scopes (contacts read/write, engagement write, properties read)
5. You'll be redirected back to FlowNurture with the connection confirmed

Step 2: Map contact properties

FlowNurture will show you a list of HubSpot contact properties alongside FlowNurture contact fields. Map the fields you care about.

Recommended mappings:

To write FlowNurture lead score and engagement data to HubSpot, you'll need to create custom contact properties in HubSpot first. Go to HubSpot → Settings → Properties → Contact properties → Create property.

Step 3: Configure sync rules

Under Sync rules, decide:

• New contact created in FlowNurture → create in HubSpot? (Recommended: Yes)
• Contact updated in HubSpot → update in FlowNurture? (Recommended: Yes, for lifecycle stage and owner)
• Contact unsubscribed in HubSpot → mark as opted out in FlowNurture? (Required: Yes)
• Conflict resolution: if the same field is updated in both systems within 24 hours, which wins? (Recommended: CRM wins for contact properties, FlowNurture wins for engagement data)

Step 4: Test the connection

Create a test contact in FlowNurture with a unique email address. Within a few minutes, it should appear in HubSpot. Verify that the mapped fields are populated correctly.

Then update a field on the HubSpot side and confirm it syncs back to FlowNurture.

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Connecting Salesforce

Salesforce requires a few extra steps because of its object model.

Prerequisites

• Salesforce Professional, Enterprise, or Developer edition (Essentials does not support the required API access)
• You must be a Salesforce Administrator to authorize the connection
• Enable API access for the connected user's profile in Salesforce

Step 1: Authorize via OAuth

1. In FlowNurture, go to Settings → Integrations → Salesforce
2. Click Connect Salesforce
3. Choose Production or Sandbox
4. Complete the OAuth flow — Salesforce will ask you to approve the requested permissions
5. FlowNurture will request: read/write access to Contacts, Leads, and custom objects

Step 2: Choose the Salesforce object

FlowNurture contacts can sync to either Salesforce Contacts or Leads (or both with deduplication logic). Most teams use:

• Leads for new, unqualified contacts from forms
• Contacts for leads that have been qualified and converted

Configure which object new FlowNurture contacts map to under Sync rules → Salesforce object mapping.

Step 3: Map fields

Create any custom fields in Salesforce before mapping them in FlowNurture.

Step 4: Configure lead score alerts

One of the most useful Salesforce integrations is triggering Salesforce tasks when a FlowNurture lead crosses a score threshold.

Under Workflows → Salesforce actions, you can add a step that:

• Creates a Salesforce task assigned to the contact's owner
• Updates the Lead Status field
• Adds a note to the Salesforce activity feed

This gives your sales reps visibility into high-intent leads without requiring them to log into FlowNurture.

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Connecting Pipedrive

Step 1: Generate API key

1. In Pipedrive, go to Settings → Personal preferences → API
2. Copy your personal API token

Step 2: Connect in FlowNurture

1. Go to Settings → Integrations → Pipedrive
2. Paste your API token and your Pipedrive domain (your-company.pipedrive.com)
3. Click Connect

Step 3: Configure person and deal sync

Pipedrive uses Persons and Deals (not Contacts and Leads). FlowNurture maps contacts to Pipedrive Persons.

Configure whether you want:

• New FlowNurture contacts → create Pipedrive Person automatically, or only on demand
• Deal creation → when a FlowNurture lead crosses a score threshold, optionally create a Pipedrive Deal in a specified pipeline stage

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Sync troubleshooting

Contacts not appearing in CRM

Check:

1. The contact's email address is valid and not a duplicate of an existing CRM record
2. Your FlowNurture subscription tier includes CRM integrations (Starter and above)
3. The sync job ran — syncs happen every 15 minutes. Check Settings → Integrations → Sync log

Duplicate records

CRM integrations use email address as the deduplication key. If a contact exists in both systems with the same email, FlowNurture will merge rather than create a duplicate. If you're seeing duplicates, check whether the email formats match exactly (case-insensitive matching is applied, but leading/trailing spaces can cause issues).

Field sync not working

Confirm:

1. The field mapping is saved (not just filled in — it must be saved)
2. The field type matches between systems (text → text, number → number)
3. The user account used for OAuth has write permissions to the field in question

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Keeping the sync healthy

Once your integration is live, check the Sync log weekly for the first month. Look for:

• Failed sync events (red rows) — investigate the error message and resolve
• Field conflicts — where both systems tried to update the same field simultaneously
• Volume trends — if sync volume suddenly drops, a connection may have expired (re-authorize)

After the first month, a monthly check is usually sufficient if your team hasn't changed CRM configurations.