CRM
CRM integrations are direct API connections to HubSpot, Salesforce, Pipedrive, Attio, and Close.
They exist so your CRM stops being the place where data goes stale. Records come into a table, get enriched and cleaned, and go back.
The two directions
| Direction | What it does | Use it when |
|---|---|---|
| Pull records in | Imports CRM records as rows in a table so you can enrich and clean them | Your records are missing emails, phones, or firmographics |
| Push records back | Creates or updates records in the CRM from your table | You enriched existing records, or sourced new ones you want in the CRM |
Both directions are Action columns. Add the integration, point its inputs at your columns, run the column. See Actions for how a column is configured and auto-run.
Pulling records in
- The CRM is a lead source. Records land as rows, same as a scraper or a CSV import.
- Enrich from there. Every enrichment works on the pulled rows — work email, mobile, LinkedIn URL, revenue, tech stack, funding.
- Sequence cheap before expensive. Use Auto Run trigger columns so the expensive lookups only fire on rows that passed the cheap qualifying step.
Pushing records back
- Enriched records go back to the record they came from, with the fields you filled in.
- Newly sourced records — anything you built in the table from scrapers, signals, or imports — get created in the CRM.
- Map your columns to CRM fields during setup, so the output lands where your team already looks.
Deduplication
Pushing back is where duplicates get made. A second record for a contact you already have is worse than the empty field you were trying to fix.
Check whether the record already exists before you create it. If it does, update it instead.
- Match on something stable — a work email or a company domain, not a name or a job title.
- Keep the most complete record, not the newest. A record with a verified email and a mobile number beats a fresher one with neither.
- Do not overwrite good data with blanks. If an enrichment returned nothing for a row, that empty cell should not clear a field the CRM already has.
The most common use: refreshing stale records
People leave, companies rename, phone numbers change. A CRM built two years ago is mostly wrong today, and stale records are the reason most CRM enrichment runs get started.
The loop is always the same:
- Pull a segment of records into a table
- Enrich the fields that are missing or suspect
- Verify emails before anything is trusted
- Push the clean records back
Run it on a segment first, confirm the output looks right, then widen it.
Setup
The six generic steps for adding any integration are on the Integrations page.
Authentication and field mapping differ per CRM. Each Integration’s own page in the product has the tutorial for that vendor.
Related
- Integrations — how to add one
- Import Actions — other ways to get rows in
- Export Actions — other ways to push data out
- How enrichment works — waterfall providers and cost control