How does data sync work between Unify and HubSpot?

Unify synchronizes contact and company data with HubSpot every 15 minutes to ensure your sequences have access to the most current information. Understanding how this sync process works can help you avoid common issues with blocked enrollments and missing data.

Sync Frequency and Timing

Unify pulls contact and company data from HubSpot every 15 minutes. However, template variables are populated at the time of enrollment, not dynamically updated during the sequence. This means:

• Data changes made in HubSpot after enrollment won't appear in active sequences

• If you update HubSpot properties and immediately enroll contacts, the sync may not have occurred yet

• Best practice: Wait up to 30 minutes after updating HubSpot properties before enrolling contacts in sequences

How Duplicate Records Are Handled

When multiple company records exist in HubSpot for the same company, Unify uses the most recently updated record for template variables. This can cause issues if:

• The most recent record is missing required fields

• Older records contain the necessary data but aren't being used

• Recent record merging in HubSpot hasn't synced to Unify yet

Troubleshooting Blocked Enrollments

Contacts become blocked when they don't meet enrollment eligibility requirements at enrollment time. Common blocking reasons include:

• Missing template variables: Required fields are missing from associated records

• Already enrolled: Contact is currently in another active sequence (only one sequence allowed at a time)

• Enrollment cooldown: Contact is within a re‑enrollment timing restriction period

• Exclusion rules: Contact matches global or audience exclusion rules, or has opted out

• Company enrollment caps: The associated company has reached its enrollment limit

1. Open the target sequence, go to the Enrollments tab, and review the Not Enrolled section to see specific blocking reasons for each contact

2. Check that all required fields exist in the most recently updated company record associated with the contact

3. Verify the data exists in HubSpot and allow up to 30 minutes for sync

4. If multiple company records exist, ensure the most recently updated one contains all necessary information

5. Consider updating the correct company record in HubSpot and waiting for the next sync cycle

Best Practices

• Allow 30 minutes between updating HubSpot data and enrolling contacts in sequences

• Ensure all required template variables exist in the most recently updated company record

• Regularly audit and merge duplicate company records in HubSpot

• Test sequences with a small group before large enrollments to catch missing data issues early