Managing customer relationships efficiently is crucial. HubSpot, a leading CRM and marketing automation platform, offers a range of tools to help you do just that. One essential aspect of contact management in HubSpot is merging duplicate contacts. Duplicate contacts can lead to confusion, errors, and wasted time. This comprehensive guide will walk you through seamlessly connecting contacts in HubSpot, ensuring your contact database remains clean and organized.

Pre-Merging Preparation

Ensuring everything is set up correctly before diving into the merging process is essential.

Ensure Proper Access and Permissions

First and foremost, check that you have the necessary user roles and permissions to merge contacts. HubSpot's user permissions system allows you to control who can perform specific actions, including contact merging. Ensure that you have the appropriate level of access, or contact your HubSpot admin to grant you the necessary permissions.

Backup Your Data

Merging contacts involves changing your contact records, which can be irreversible. Creating data backups is a good practice to avoid potential data loss. HubSpot provides easy options to export contacts. Before proceeding, take a moment to ship your contacts as a precautionary measure.

Identifying Duplicate Contacts

To effectively merge contacts, you must first identify which contacts are duplicates.

Manual Review

Start by manually reviewing your contact records. Look for contacts with similar or identical information, such as names, email addresses, or phone numbers. This can be time-consuming, but it's a crucial step to ensure you don't merge contacts that shouldn't be.

Using HubSpot's Duplicate Detection Tools

HubSpot offers built-in duplicate detection tools that can help streamline the identification process. These tools automatically flag potential duplicate contacts based on predefined criteria. To use them, navigate to the "Contacts" section in your HubSpot account and select "Duplicates" from the left-hand menu. HubSpot will present you with a list of potential duplicates for your Review.

Merging Contacts

Once you've identified duplicate contacts, it's time to merge them into a single, unified contact record.

Selecting the Primary Contact

In the merging process, you'll designate one contact as the "primary" contact. The primary contact's information will be retained, while any conflicting information from the secondary contact(s) will be merged into the prior record. When selecting the primary contact, consider data quality, engagement history, and completeness.

Initiating the Merge Process

To merge contacts, follow these steps:

In HubSpot, go to the "Contacts" section.

Locate and open the primary contact record.

Click the "Actions" dropdown menu.

Select "Merge with another contact."

Search for and select the secondary contact you want to merge.

Review the merge details, ensuring the primary contact's information is accurate.

Click "Merge Contacts."

Review and Confirm the Merge

After initiating the merge, HubSpot will display a summary of the changes that will occur. Review this information carefully to ensure accuracy. Once you're confident that everything looks correct, confirm the merge. HubSpot will merge the contacts and update the primary contact's record accordingly.

Handling Post-Merge Tasks

Merging contacts isn't just about combining data; it also involves addressing related tasks and ensuring a smooth transition.

Updating Contact Properties

With the merge complete, take a moment to review and update contact properties. Check for any discrepancies or missing information that may have arisen from the merge. Update the contact properties as needed to maintain accurate records.

Managing Associated Records

Contacts in HubSpot are often associated with other records, such as deals, tasks, and notes. After merging contacts, review these related records to ensure they reflect the changes made during the merge. Update or reassign records as necessary to maintain consistency.

Communicating Changes

If multiple team members are involved in contact management, it's essential to communicate the merger to relevant stakeholders. Notify your team about the merge and any changes made to contact records. Clear communication ensures that everyone is on the same page regarding customer interactions.

Monitor for Any Issues

Even after the merge, monitoring for any unexpected issues or discrepancies is a good practice. Occasionally, merging contacts may reveal inconsistencies or data conflicts that were not immediately apparent. Regularly review your contact database to catch and address any post-merge issues promptly.

Best Practices and Tips

To maintain a clean and efficient contact database, consider implementing the following best practices and tips:

Highlight Best Practices for Contact Management in HubSpot

  • Regularly audit your contact database for duplicates.
  • Standardize data entry procedures to minimize duplicate creation.
  • Train your team on proper contact management practices.
  • Use custom properties and segmentation to organize contacts effectively.

Provide Tips for Preventing Future Duplicates

  • Encourage team members to search for existing contacts before adding new ones.
  • Implement naming conventions for contact records.
  • Educate users on the importance of maintaining accurate contact data.

Suggest Regular Audits and Maintenance of Contact Database

Set up a schedule for routine audits of your contact database to identify and address duplicates and other data quality issues. Regular maintenance ensures that your CRM remains a valuable asset for your business.


You may encounter issues during the contact merging process despite your best efforts.

Common Issues and Their Solutions

  • Data discrepancies after merging: If data appears incorrect, review the merge history and contact properties to identify and rectify the issue.
  • Missing data: If data is missing after a merge, check the original records and backup data to restore lost information.
  • Incomplete merges: In rare cases, a merge may fail to complete successfully. If this happens, contact HubSpot support for assistance.

Where to Seek Help

If you encounter any complex issues or require additional guidance, don't hesitate to contact HubSpot's support team. They are experts in their platform and can provide tailored solutions to your specific challenges.

Final Say

Efficient contact management is the cornerstone of successful customer relationship management, and HubSpot offers robust tools to help you achieve this. Following the steps outlined in this guide, you can seamlessly merge contacts in HubSpot, maintain a clean and organized contact database, and ensure that your team has accurate and up-to-date information at their fingertips. Remember, a well-managed contact database is a valuable asset for any business, and investing time in proper contact management practices can lead to improved customer relationships and increased productivity.