LinkedIn Sales Navigator helps you find the right prospects faster with customized, sales-specific insights like lead recommendations, company updates, and more. Click here to read an overview of LinkedIn Sales Navigator. One of the features of LinkedIn Sales Navigator is CRM Sync – integration with your HubSpot CRM.

By connecting HubSpot with LinkedIn Sales Navigator via CRM Sync, you can access key CRM-powered integrations, including:

  • Auto-Save: Import and save CRM Leads, Contact, and Accounts in user’s Sales Navigator Lists.   
  • Activity Writeback: Automatically log key Sales Navigator activities (i.e., InMails, Messages, Notes,) to CRM.   
  • ROI Reporting: Demonstrate the value of Sales Navigator by requesting a report from your LinkedIn representative.  
  • CRM Badges and Search Filters: See what Sales Navigator leads and accounts are matched to CRM entities, which contacts and leads are out-of-date in your CRM, and include or exclude matched leads and contacts in Sales Navigator searches. 
  • CRM Opportunities in Account Lists: View your deal information in Sales Navigator.
  • Champions List: See Past Customers at New Companies in user’s system-generated Lists.  
  • Contact Creation: Create new CRM contacts from Sales Navigator.   
  • Data Validation: Identify when CRM Contacts are out-of-date and no longer with their company using LinkedIn Data.  
  • Update contacts: Allow contacts to be updated directly from Sales Navigator to CRM with just a few clicks.

CRM Sync features are available only with Sales Navigator Advanced Plus edition.  

Note: You can connect to a CRM Sandbox environment to initially test CRM Sync with Sales Navigator and/or test new CRM features before releasing to all your users. To know more, visit this help center article.  

This guide will walk you through the process of enabling CRM Sync between HubSpot and LinkedIn Sales Navigator.  

Following are the prerequisites for enabling CRM Sync with HubSpot:

  • Sales Navigator Advanced Plus edition
  • Sales Hub Pro or up license in HubSpot  
  • You must be an admin in Sales Navigator and in HubSpot  

Follow these steps to set up CRM Sync with HubSpot:  

  1. On the HubSpot Marketplace, install the LinkedIn Sales and Marketing System Connect package.  

2. From the left pane, under Account Setup, expand Integrations and click Connected Apps.

You should see LinkedIn Sales and Marketing System Connect displayed under Add LinkedIn integration.

3. Click Connect. You are prompted to sign in to LinkedIn Sales Navigator.

4. Enter your user credentials to sign in to LinkedIn Sales Navigator. If you are associated with multiple Sales Navigator contracts, you are prompted to choose a specific contract.

5. After selecting a contract, you are signed in to LinkedIn Sales Navigator.

6. Choose a CRM environment. It can be Production or Sandbox.

7. After you select an environment, you are prompted to review permissions.

8. Click Accept & continue.

At this point, Sales Navigator will initiate the CRM connection pairing with HubSpot. When the pairing is complete, you will see a confirmation message.

9. You are redirected to HubSpot to complete the CRM Sync setup.

Following data from HubSpot is shared with LinkedIn Sales Navigator:

  • Contacts 
  • Companies 
  • Deals 
  • Owners

Following table displays how syncing CRM data towards LinkedIn affects your use of LinkedIn Sales Navigator:   

Objects in HubSpot
Matches to LinkedIn Terminology
To enable in Sales Navigator
Contacts Leads Leads in Sales Navigator will match automatically. You can immediately identify whether a contact/lead exists in HubSpot using the CRM Badges feature.  If no match is found, you can find a match or a create a new HubSpot contact directly from within Sales Navigator. You will need to provide an email address and attach the contact to an account, if the setting is enabled.
Companies Accounts Similar to leads, the CRM Badge on accounts will show whether there is a match or not. It will also allow you to edit a match in case it was matched with an incorrect company in HubSpot.  
Deals Opportunities Deals can sync to LinkedIn Sales Navigator for better visibility.   
Owners Not applicable
Displays who, in the CRM, owns account, lead, and opportunity records. Also, it helps connect users in HubSpot and LinkedIn for verification.

This section elaborates on permissions for other actions and tasks that you perform in LinkedIn Sales Navigator.

  • Lead Creation, Contact Creation, and Activity Writeback requires users to individually authenticate (user-auth) with the CRM. This is in addition to admin-level authentication. 
  • CRM user-auth is enabled only if Admins have enabled CRM Sync on their contract.
  • CRM user-auth is available for both production and sandbox environments. You can connect to a CRM Sandbox environment to initially test CRM Sync with Sales Navigator and/or test new CRM features before releasing to all your users. To learn more, visit this help center article
  • The ability to update leads and contacts requires the user to have read and write permissions over the lead or contact. Sales Navigator respects CRM permissions, and if the user doesn't have the correct permissions to update the lead or contact in CRM, they won't be able to do so on Sales Navigator. To learn more, visit this help center article.
  • CRM Writeback and contact creation is available to all Sales Navigator end users only if the admin on their contract has enabled these features for them from the Admin Settings page.  
  • For Activity Writeback, a user is prompted to authenticate with the CRM in the following scenarios:
    • While attempting to writeback an activity to the CRM and has not connected to the CRM before. 
    • While creating a contact and has not connected to the CRM before and 
    • While accessing the User Settings page to either connect or disconnect user-authentication for contact creation or activity writeback.
  • All Sales Navigator users must authenticate with the CRM to use enable activity writeback.     

The following table describes the format in which Sales Navigator fields will appear in your CRM as part of Activity writeback:  

Field Name
Sales Navigator InMail
Sales Navigator Message Sent
Smart Links
Call Logging
Notes on a Lead
Notes on a Contact
Subject InMail sent from Sales Navigator – [Subject lines created by Sales Navigator user] Message sent from Sales Navigator Smart Link View from Sales Navigator  
Phone Call from Sales Navigator Notes from Sales Navigator Notes from Sales Navigator

While performing writeback to the CRM, you can ensure that the data is written back to the right record in the CRM. Previously, you had manually correct the errors in the CRM. But now, you can correct records directly from Sales Navigator. 

The steps in this procedure assume that you are matching a record while sending a message to a lead or contact.

  1. Click the Log to CRM option.

    You are prompted to choose if you want to Find CRM record or Create CRM record

2. If you think the record already exists, click Find CRM record to see if there is a match, and then click Yes. If no match appears, or if you think this is an incorrect match, click Create new CRM record.

3. Complete the necessary fields and click Create

4. Click Send to send your message. You will notice that the Log to CRM option is also enabled. Click here to view more information on CRM matching logic.