How OutboundSync updates default and custom properties in HubSpot

When OutboundSync syncs events to your HubSpot portal, it follows a specific logical flow. There are several factors that affect whether the data syncs, and if it does, which data syncs.

Prior to an event occurring in your Sales Engagement Platform, the following need to be in-place:

1. Your OutboundSync account is created and active.
2. OutboundSync is installed in your CRM
3. A webhook receiver has been created and configured in OutboundSync.
4. Webhook is  enabled in your Sales Engagement Platform

With all that in-place, a webhook event occurs. Let’s walk through it.

Event-triggered workflow

This workflow represents how OutboundSync processes inbound webhook events from Sales Engagement Platforms, validates data, and synchronizes it with HubSpot. 

The process ensures that only relevant and properly categorized data is stored and updated while maintaining compliance with permissions, category filters, and contact property configurations.

1. Webhook Processing

• Event Trigger: An event occurs in a connected Sales Engagement Platform (e.g., Smartlead, EmailBison, Instantly).
• Webhook Received: OutboundSync captures the webhook payload and logs it.
• Configuration Check: If no webhook is received, the system checks for misconfigurations.

2. CRM Permissions Check

• Permissions Validation: Before proceeding, OutboundSync verifies whether it has valid permissions in the CRM.
• Access Denied: If permissions are missing, the action is blocked and logged in OutboundSync.

3. Event Type & Category-Based Filtering

• Check Event Type: Determines whether the event type is supported.
• If unsupported, the process stops immediately.
• Category-Based Filtering: If the event passes the event type check, it is evaluated against category filters.
• No Match Found → Hold Payload: If the event does not match a valid category, it is held for later processing.
• Match Found or N/A → Proceed with Stored Payloads: If a category match is found (or if filtering is not applicable), OutboundSync processes all stored payloads for the contact.

4. Custom Property/Field Handling

• Check if Custom Properties are Enabled:
• If enabled, OutboundSync verifies whether custom properties exist in the CRM.
• If missing, OutboundSync creates them (unless the CRM has reached its maximum property limit, which fails the process).
• If disabled, the system proceeds to contact lookup.

5. Contact Lookup & Creation

• Find or Create Contact: OutboundSync checks if the contact already exists in the CRM:
• If found → Update Contact
• If not found → Create New Contact
• Set Basic Contact Properties: OutboundSync sets core contact information (email, website, first name, last name).
• Apply OutboundSync Custom Properties: If custom properties are enabled, OutboundSync updates relevant fields with event metadata.

6. Sync Completion

• The sync process completes successfully, and all updates are logged in OutboundSync.

Key Takeaways

• Ensures only permitted, categorized events are processed.
• Implements category-based filtering to manage relevant events.
• Handles CRM permissions and property/field creation dynamically.
• Prevents sync failures by enforcing property limits.
• Logs all activity to provide full visibility into the sync process.

Custom contact properties

As referenced in the flow chart above, OutboundSync has an option to create custom contact properties. These properties serve to make your campaign data easily available in HubSpot for lists, views, workflows, and more.

These properties include: