Create new Company records in HubSpot

This feature allows you to push accounts filtered from the RollWorks Command Center that you have identified as being a high fit and/or surging with intent, and are not yet present in your CRM.

Your selected accounts will be pushed to HubSpot, and a brand new Company record will be created for each. 


Who can access

Access to pushing new account records to HubSpot is accessible through the RollWorks Command Center feature:

RollWorks Package Pushing account records to HubSpot as new records
Free Tier

Not included

Standard Advertising

Not Included - Market Insights Add-On upgrade available

Advanced Advertising




ABM with Advanced Advertising


Starter (Legacy)


Standard (Legacy)


Professional (Legacy)


Ultimate (Legacy)


To find your current subscription, log in to RollWorks and navigate to Settings > Billing > Plans & Usage.


How to push RollWorks Accounts to HubSpot

  • Navigate to Insights > Command Center

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  • Apply your desired account filter criteria. Click here to view the filters available.
  • Click the card called Accounts Not in HubSpot to display all accounts matching your filter criteria and that do not yet exist in your CRM.

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  • Select the accounts that you wish to push to HubSpot and click Take Action. You can select all accounts displayed, or a subset of accounts to push to your CRM.

  • Select the Create Company Record from the dropdown menu.

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  • Confirm your decision by clicking Create in the next pop-up window.

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Your selected accounts will be pushed to HubSpot, and a brand new account record will be created for each.


HubSpot Company Property Mapping

RollWorks will enrich the newly created Company records with firmographic data with the default property mapping below. 

RollWorks Field HubSpot Property
RollWorks sourced = True RollWorks sourced = True
Company Name Name
Domain Company Domain Name
Company Size Number of Employees
Company Revenue Annual Revenue
Country Country

Field Mapping between Company properties in HubSpot and RollWorks Accounts cannot be customized.

You can use the field RollWorks sourced = true to create logic in HubSpot to assign the new created accounts.


Account Owner in HubSpot

The Account Owner for the newly created Account records will be blank.



RollWorks firmographic fields are not being synced to HubSpot

Sometimes, CRM administrators will customize the instance or layout such that properties RollWorks writes data to are hidden, deleted, or read-only.  In these instances, RollWorks will still proceed with creating the Company record, but may not be able to write some of the enriched firmographic data if your HubSpot properties are hidden, deleted, or read-only.


Account records are not being created in HubSpot

RollWorks may not be able to create an Company record in your HubSpot instance in the following situations:

  • Your CRM admin has implemented validation rules that required certain properties populated when a new Company record is created, and RollWorks is not populating the required properties.
  • The user who authorized the HubSpot<>RollWorks integration does not have the proper permissions to create Account records. Learn more here.
  • The HubSpot<>RollWorks integration was disconnected or needs to be reauthorized. Learn more here.
  • The Website field on your Company records has been hidden, deleted, or RollWorks only has read-only access.



Can I filter the accounts pushed to HubSpot?

Several filters are available for you in the RollWorks Command Center to narrow down the number of accounts to push to HubSpot. You can apply filters like Firmographic Account data, ICP Fit Grade, Account List, Intent Data, and General Exclusions. Learn more here.


How many new Account records can I push to HubSpot?

There is no limit to the number of account records that you can create, however, you can only push accounts that appear in the "Accounts Not In HubSpot" insights card.


How long does it take to create a new Account record in HubSpot?

The new account records will be available in HubSpot in approximately 20 minutes. If there is an error creating the account records, then the process could take up to 24 hours. 

If you are creating more than 5,000 account records, that can take as little as 40 minutes.  If there is an error creating the account records, that can take up to 48 hours.


Can I make this process automated or recurring?

The process to push account records to HubSpot is manual. If you wish to automate the process, please reach out to RollWorks Customer Support to let us know more about your use case.


Are the accounts in my General Exclusions settings automatically excluded?

The accounts that you have excluded using the RollWorks setting called General Exclusions, can be excluded by applying a filter in the RollWorks Command Center. Learn more here.


Does an account have to be on an Account List to be eligible to be pushed to HubSpot? 

To push an Account to your HubSpot instance as a new record, an account does not need to be part of an Account List. You can apply Account Lists filters or select accounts that are not part of any Account List using the RollWorks Command Center. After you apply the filters, the insight card called Accounts not in HubSpot will apply your selected criteria. Learn more here.

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