Selective Sync for Salesforce Objects

What it is

You can now set filters that control which Salesforce objects sync with HubSpot, working like inclusion lists but applied to the Salesforce side. Set your filters, and Salesforce objects that match will sync while everything else gets skipped, giving you the control on the Salesforce side that you have always had on the HubSpot side. This is in public beta for Professional and Enterprise tiers across Content, Marketing, Sales, Service, and Smart CRM, available now for custom objects and tickets, with companies and deals coming as the integration upgrades and contacts later this year.

Why it matters

The sentence in the release note worth reading twice: customers no longer strictly need to set up integration users in Salesforce to control what data is shared. That dedicated integration user, existing purely so its permissions could act as a sync filter, was the workaround, and it was tech debt in its purest form. Native filters mean cleaner control, less Salesforce admin overhead, and one less fragile dependency in the stack. The phased object rollout is also a useful peek behind the curtain: if you run a HubSpot and Salesforce stack, you can plan the integration user's retirement now instead of discovering the option later.