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Overview

CRM export settings are how you'll control the way UserGems creates / updates records in your CRM as part of your campaigns.

In short, CRM export settings are comprised of 3 parts:

1. How UserGems should sync records to your CRM 
2. Field / property mapping for net new records
3. Field / property mapping for new past champion records

Choose how records should sync records to your CRM

This setting determines the type of record UserGems will create in different scenarios. There is step in the UserGem AI implementation where this is configured, but you can update it at any point in Settings > CRM Exports.

Record Sync Options (Salesforce)

Create a contact if the account exists, otherwise lead

For Salesforce customers, we highly recommend starting with the option: "Create a contact if the account exists, otherwise lead."

This tends to be the best / quickest starting point unless one of the following applies:

• Your team doesn’t work with Contacts or convert Leads to Contacts
• You have a complex account matching and routing system in place (e.g., LeanData, Chili Piper) for things like advanced Parent / Child hierarchies or territories.

In most cases, we suggest this approach because UserGems includes built-in account matching logic (details at bottom of page). This allows you to move forward quickly without needing to build or test complex routing rules up front.

Here’s how it works:

• If the Account exists, UserGems creates a Contact and assigns it to the appropriate account-level owner (e.g., Account Owner, SDR Owner).
  
• If the Account doesn’t exist, we create a Lead, which your team can route using your existing rules, or let UserGems handle it via round-robin.

If you later find that Contacts aren’t being assigned correctly or Leads are getting stuck, we can always revisit and implement more advanced routing as needed.

Always create Lead

This option is suitable for LeanData / RingLead / Chilipiper customers , or those who already have advanced routing & conversion rules in place that they would like UserGems to sit on top of.

However, even if you do have one of these tools, if your team works off of contacts and there is a reliable / consistent field / property on the account level (ex: ADR Owner) that UserGems can assign ownership of new records to, we would recommend choosing "Create a contact if the account exists, otherwise lead" instead.

Create Contact & Account

This option relies on UserGems to match a new Contact that we deliver to an existing Account if we detect one in your Salesforce based on things like domain matching and fuzzy-logic company name matching.

This option is common for customers without advanced routing tools in place who do not want to use Leads for new UserGems Contacts. If no existing Account is matched, UserGems would create a new Account in your Salesforce and assign it to a default user that you can configure within UserGems.

Record Sync Options (HubSpot)

For HubSpot customers, the options are bit simpler and therefore there isn't a strong suggestion from UserGems. Instead, the simple question is do you want UserGems to create an account if we create a contact for which the account doesn't exist yet?

Always create contact

Choose this option if you only want UserGems to create contacts and never new missing accounts.

Create Contact & Account

Choose this option if you want UserGems to create contacts and accounts if the account doesn't exist yet in HubSpot.

Default Ownership

Now that you've selected the format in which you'd like to create new records, it's time to set who should own the record when it's created.

• ‍Default Owner: This user would own all new leads/contacts wher UserGems cannot match an existing account owner or if the "If Account exists, assign [Select Owner] as Lead / Contact owner" check box isn't selected at all, all records with be assigned to this user.
  • ‍If Account Exists, assign [Select Owner] as Lead/Contact Owner - If this box is checked, we will assign the new lead/contact to the owner field / property selected in the drop down. If this user is inactive or unassigned, we will fall back to the Default Owner.
  • ‍If current Lead or Contact already exists, reassign Owner - If checked, we will follow the ownership rules defined here for job changes you may have already captured at their new company

UserGems Account Matching

Before creating a contact UserGems checks:

1. Is there and account with that domain
2. Is there an account with that name (or variation ex: UserGems vs UserGems, Inc.)
3. Is there an account that has a majority of contacts where the email ends in that domain?

These checks usually cover the majority of account duplication issues.

Parent account hierarchies:

1. If UserGems find only one Account with a website domain that matches a contact's new email domain, we will match to that account.
2. If UserGems finds a Parent/Child with the same website domain, we will match to the Parent Account
3. If there are multiple Accounts with the same Website domain, we would match to the account with more Contacts.

Field / Property Mapping

Field / property mappings allow UserGems to create new records and populate fields / properties with relevant data in the format that your CRM requires.

Record type tabs

At the top of the page you'll see 3 tabs: Contact, Lead, & Account.

Each of these can have unique mappings, however, you'll only need to review / update the ones that are relevant for the record sync rules you selected. Ex: if using "Create contact if account exists, otherwise lead" you'll only need to review the contact & lead tabs.

As a rule of thumb, the vast majority of default fields / properties will be pre-mapped for you like email, company, first name, last name etc. but there are a few required customization steps / considerations before you can finalize you CRM Export settings.

Static vs. dynamic mappings

• Static-> Enter a static text value that will always be the same. Example: Lead Status -> Static -> "Open" -> means every lead created will have the Lead Status field / property set to say "Open"
• Dynamic -> Select value that will be dynamic to the prospect. Example: Linked URL -> Dynamic -> Person>LinkedIn URL -> means the LinkedIn URL field / property will be populated dynamically with the person's LinkedIn URL upon creation.

Create / Update / Only if empty checkboxes

• Create -> Write into this field / property when creating a new record
• Update -> Write into this field / property to update even if the record already exists
• Update only if empty -> Write into this field / property even if the record already exists only if the filed is empty

Required Mapping Customizations

1. Select location data & format: For every location field /property (ex: city, state, country) you'll need to select whether you want UserGems to provide the person's location details or their company's location details. Most customer select person level since the associated account houses the relevant company level data.

• Ex Person City:

• Ex Company City:

2. Map any required fields / properties : Make sure all required fields / properties to create a new record have a value mapped. For example, if Lead Source is required to create a new lead / contact, that field will need to be added and mapped: Select "+ Add additional field" -> find Lead Source in the drop down on the left column -> select either static --> map "UserGems" value on the right column.‍

3. Map custom UserGems fields / properties : As part of your implementation, we require you to create a few custom UserGems fields / properties for data like job started date, past company etc. (see step 3 of this article for more). Add each of these fields / properties and map to the corresponding dynamic value. Select "+ Add additional field" -> find ex: "UG - Past Company" in the left column drop down -> select dynamic --> map to Past Company > Name in the right column. ‍

4. Map other custom fields / properties: Example: LinkedIn profile. If you have an existing field / property, you can map it here. Select "+ Add additional field" -> find your Linked URL field / property in the drop down on the left column -> select dynamic --> map to Person > LinkedIn URL on the right column.

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