Salesforce account and HubSpot company matching in Default

Default matches company-level signals to Salesforce Accounts and HubSpot Companies inside a workflow. When a signal names a company but no person, such as an Account Signal from a website visit or an Incoming Webhook request that carries a domain, a Match Record node finds the Account or Company by domain. Later nodes read the matched record’s owner to notify them, or send an account without a current owner to a queue. Matching is built from workflow nodes, so each rule can be tested and each decision shows in the run logs. The nodes are documented in CRM nodes. For signals that carry a person’s email, see Salesforce lead-to-account matching and HubSpot contact-to-company matching.

Signals that start a company match

Signal	Trigger setup	Company data it gives later nodes
A company visits your website in real time	Website Intent Signal, added as Account Signal. This sets Trigger type to Real-time company. Optionally set Tracked domain and Page URL pattern.	Domain and other company fields under Identified Company, from Clearbit Reveal or Demandbase. The page URL, IP address, and session ID under Intent data.
A company is identified in batches	Website Intent Signal with Trigger type set to Batched company (Vector).	The company’s domain, name, LinkedIn URL, and size under Identified Company, plus the page and UTM values under Intent data.
Another system sends a company	Incoming Webhook with a Connected Webhook.	The fields of the request body, for example a `domain` field your system sends.

What each signal needs to know:

Account Signal runs only on pages where Reveal is on, and only when the provider returns a company domain. The same workflow starts at most once per company in an hour. See Visitor De-anonymization.
Batched company (Vector) fires only when Vector identifies the company with a verifiable domain, about every 30 minutes.
The API trigger always takes a person’s email, so use Incoming Webhook for a signal that carries only a company.

How company matching works in Default

A company matching workflow in Default runs these steps:

The trigger supplies a domain. It comes from Identified Company or from the webhook’s request body.
Match Record searches by domain. Set Record to Account for Salesforce or Company for HubSpot, and compare the website or domain field with the signal’s domain using domain matches.
Tiebreakers pick 1 record. When several records share the domain, the rules under Prioritize matched records by choose 1.
The node branches. Match carries the record’s ID and fields, including its owner. No Match runs when no record qualifies.
Later nodes route the signal. Notify the owner, send an account without a current owner to a queue, or post unmatched companies to a channel.

Match on the domain

CRM	Record	Condition in Match Details
Salesforce	Account	Website domain matches the signal’s domain
HubSpot	Company	Company Domain Name domain matches the signal’s domain

domain matches reduces both sides to the company’s domain before it compares them. A website stored as https://www.hp.com/en-us or store.hp.com matches hp.com, and a lookalike such as companyhp.com does not. See Match an account by company domain for the full comparison table. Best practices for matching a company by domain:

Use domain matches instead of contains string. contains string compares raw text, so hp.com also matches companyhp.com, and a value such as eu.hp.com misses a website stored as https://www.hp.com.
Pass the domain as it arrives. The signal’s domain needs no cleanup, because the operator reduces it the same way as the CRM field.
Join a second condition with or when your records keep domains in more than 1 field, for example Website and a custom domain field.
Skip Salesforce formulas or flows that write a cleaned domain into a custom field for matching. The operator cleans both sides at run time.

Match Details needs at least 1 condition before the workflow can be published.

When several accounts or companies match

A parent company and its subsidiaries, or duplicate records, can share a domain. Add rules under Prioritize matched records by so the node picks the right one on purpose:

Tiebreaker	What it does
Largest by employees	Prefers the record with the most employees.
Most recently modified	Prefers the record modified most recently. A good second rule.
Oldest created	Prefers the first record created, often the original.
Has a parent account (Salesforce) or Has a parent company (HubSpot)	Prefers records that have a parent.
Prefer records where…	Prefers the matched records that meet your conditions.

Rules run from top to bottom, and only when 2 or more records match. A single matching record is used as it is, so put a hard requirement, such as an owner who is a member of a Default queue, in Match Details instead. A filter rule keeps only the records that meet it. When none of the remaining records meets it, Default skips the rule, keeps those records for the next rules, and adds a warning to the run log. Tiebreakers never send the node to No Match. Without any rule, Default takes the first record the CRM returns, and that order is not defined. See When several Salesforce accounts match for every tiebreaker and how they combine.

When no account or company matches

The node follows No Match in these cases:

Case	What happens
No record has the signal’s domain	The search returns nothing.
The domain is empty for this run, for example a webhook request without it	Default does not search. The run log warns that the match conditions could not be built because upstream data was missing.

What to do on No Match:

Notify a channel. Add Send Slack Message with a channel under Slack channels, and put the domain and page in the Message. Someone on the team decides whether the company belongs in the CRM.
Create a record only if your team wants that. A Create Record node can add the Account or Company with its name and domain. Every identified company then lands in your CRM, so add a Multi-Branch condition first, for example on company size, when only some companies qualify.

Route the signal to the matched record’s owner

On the Match branch, the matched record carries its owner: Owner ID on a Salesforce Account, Company owner on a HubSpot Company. Later nodes can use it in 3 ways:

Goal	Nodes	Setup
Notify the owner	Send Slack Message	Under Recipients, choose the owner field from the Match Record step. Default turns the CRM owner into their Default user and sends a direct message.
Tell the owner and the team	Send Slack Message	Pick a channel under Slack channels, and type `@` in Message to mention the owner from the Match Record step.
Assign an account that has no current owner	Multi-Branch, Round-Robin, Update Record	Add a Multi-Branch branch whose condition matches only the accounts to reassign. For HubSpot, use Company owner is NULL. Salesforce requires an owner on every Account, so use Owner ID equals the User ID that holds unowned Accounts, such as an integration user, entered as a Custom value. Join each further owner, such as a departed rep, with or. On that branch, pick a member with Round-Robin, then set the owner field with Update Record to Latest assigned user. Leave Else empty.

The owner needs a Salesforce User ID or HubSpot Owner ID mapping and a Slack User ID mapping in Settings → Users for the Slack message to reach them. Assign an owner only to records your team treats as unowned, for example accounts with no owner or still owned by a departed rep. Name those owners in the branch condition and leave Else empty, so every other account keeps its owner. A condition such as “the owner is not in the account executives’ queue” also catches accounts owned by a current rep outside that queue, and the Round-Robin path would overwrite them. An owner written from a Round-Robin node counts as an assignment for that queue.

Build a workflow that alerts the account owner about a pricing page visit

This example uses Salesforce. When a company visits your pricing page, the Account owner gets a Slack message. Companies without an Account go to a channel.

Add the trigger

In Workflows, create a workflow and add Account Signal from the trigger picker. Set Page URL pattern to /pricing. Make sure Reveal is on for that page.

Match the Account by domain

Add Match Record from the Records section. Set CRM to Salesforce and Record to Account. Under Match Details, select Edit, choose Website and domain matches, and pick Domain under Identified Company. Select Save changes.

Add tiebreakers

Under Prioritize matched records by, select Add tiebreaker and choose Largest by employees. Add Most recently modified below it.

Message the Account owner

On the Match branch, add Send Slack Message. Under Recipients, choose the Account’s Owner ID from the Match Record step. In Message, insert the company name and the page URL with {{.

Post unmatched companies to a channel

On the No Match branch, add Send Slack Message with a channel such as #website-visitors under Slack channels, and insert the company’s domain in Message.

Publish the workflow

Select Publish and check that the status next to the deployment switch reads Live. A new workflow goes live when you first publish it. If the status reads Paused, turn the switch on. Reveal only starts published workflows.

For HubSpot, set CRM to HubSpot and Record to Company, compare Company Domain Name, and choose the Company’s Company owner as the Slack recipient.

Check and troubleshoot company matching

Open the workflow, select Runs at the top, and select a run. The Match Record step shows its conditions, how many records the CRM returned, and the record it chose. See Run logs.

What you see	What to check
The workflow does not start from a website visit	Check that Reveal is on for the page, the workflow’s status reads Live, and Tracked domain and Page URL pattern match the visit. See Visitor De-anonymization.
Visits from a company follow No Match although the record exists	Check the record’s Website or Company Domain Name value and the conditions in Match Details.
The wrong record is chosen	Add or reorder tiebreakers under Prioritize matched records by.
The run log warns that a Prefer rule matched none of the remaining candidates and was skipped	None of the matched records met that filter rule, so the next rules chose the record. Fix the rule’s condition, or move it to Match Details when it is a hard requirement.
The run log says the match conditions could not be built because upstream data was missing	The domain was empty for this run. For a webhook, check the field name in the request body.
The owner gets no Slack message	Map the owner’s CRM user and Slack User ID in Settings → Users.

​Signals that start a company match

​How company matching works in Default

​Match on the domain

​When several accounts or companies match

​When no account or company matches

​Route the signal to the matched record’s owner

​Build a workflow that alerts the account owner about a pricing page visit

​Check and troubleshoot company matching