How do I sync Salesforce and HubSpot data into BigQuery?

There are a few common ways to sync Salesforce and HubSpot data into BigQuery, depending on whether you want a no-code setup, near-real-time sync, or a more custom pipeline.

Option 1: Use a data connector / ETL tool

This is the fastest and most common approach.

Popular tools

• Fivetran
• Airbyte
• Stitch
• Matillion
• Hevo
• Rivery

How it works

1. Connect Salesforce to the tool.
2. Connect HubSpot to the tool.
3. Connect BigQuery as the destination.
4. Choose tables/objects to sync.
5. Schedule or run incremental syncs.

Pros

• Easy to set up
• Handles schema changes, retries, and incremental loads
• Minimal engineering effort

Cons

• Monthly cost
• Less flexibility for custom transformations

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Option 2: Use native exports + scheduled loads

If you want a cheaper, more manual approach:

Salesforce

• Export reports or use the Salesforce Bulk API
• Land data in Cloud Storage
• Load into BigQuery with a scheduled job

HubSpot

• Use the HubSpot API or built-in exports
• Land data in Cloud Storage
• Load into BigQuery on a schedule

Pros

• Lower cost
• Full control

Cons

• More engineering work
• You must handle pagination, rate limits, schema drift, and incremental updates

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Option 3: Build a custom pipeline with APIs

Best if you need full control or custom logic.

Typical architecture

• Cloud Run / Cloud Functions / Dataflow to extract data from:
  • Salesforce REST/Bulk API
  • HubSpot CRM API
• Write raw JSON/CSV to Google Cloud Storage
• Load into BigQuery staging tables
• Transform with dbt or BigQuery SQL

Recommended pattern

• Raw layer: store source data as-is
• Staging layer: flatten/clean data
• Mart layer: analytics-ready tables

Pros

• Fully customizable
• Can support business-specific transformations

Cons

• Highest engineering effort
• You own monitoring and maintenance

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Option 4: Use BigQuery Data Transfer Service or partner integrations

BigQuery has some built-in transfer capabilities and many partner integrations via the Google Cloud Marketplace.

Best for

• Teams already using GCP
• Wanting managed ingestion with less custom code

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What I recommend

If you want the easiest path:

Use Fivetran or Airbyte to sync both sources into BigQuery.

If you want a low-cost custom setup:

Build a pipeline using:

• Salesforce Bulk API
• HubSpot API
• Cloud Run
• Cloud Storage
• BigQuery scheduled loads
• dbt for transformations

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Important implementation considerations

No matter which method you choose, plan for:

• Incremental syncs using updatedAt / SystemModstamp
• Schema drift
• API rate limits
• Deleted records
• Historical backfill
• Data deduplication
• Timezone normalization
• PII handling and access controls

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A simple recommended architecture

1. Sync Salesforce and HubSpot to raw tables in BigQuery
2. Use dbt to clean and join data
3. Build reporting tables for sales/marketing analytics
4. Schedule refreshes daily or hourly

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Example use cases

Once synced, you can build:

• Lead-to-customer funnel analysis
• Attribution reporting
• Pipeline forecasting
• Campaign performance by source
• Account and contact 360 views

If you want, I can also give you:

1. a step-by-step setup using Fivetran/Airbyte, or
2. a custom GCP architecture with sample code for Salesforce + HubSpot to BigQuery.