How to Create Contact-to-Contact Associations in HubSpot

This guide explains how to automate contact-to-contact associations using a simple use case

Use Case

A form submission collects two pieces of email information - an email and a referrer email. You want HubSpot to automatically:

1. create a new contact for the referrer email (if it doesn't already exist)
2. establish an association between the original contact and the referrer contact, labeled as "Referrer"

With HubSpot's new beta feature for contact-to-contact associations, this is now achievable using workflows.

Process to Create a Record in HubSpot

1. Navigate to workflows and create a contact-based workflow.
2. Add an enrollment trigger to identify the relevant contacts.
   1. For this scenario, select the condition: "Referrer email address is known."
   2. The 'Referrer Email' here is a custom property
3. Save your trigger settings.
   
4. In the workflow editor, click on the + (Add Action) button.
5. Search for and select the action: "Create Record."
6. Configure the actions as follows:

   • Select Create Record and choose Contact as the type of record to create.

     • For the Email field, select the referrer’s email address (e.g., "Referrer Email").
     • Optionally, map additional properties like First Name and Last Name.
     • You can add more properties as well

• • Scroll down to the Associate New Contact With section:

    • Under The contact enrolled in this workflow, set the association label to Referrer (or any custom label).

    • Configure any additional association options, such as linking the contact with related companies or deals, and apply labels if necessary.