How do I clean up my CRM before connecting it to N.Rich?
Last updated: October 23, 2026
N.Rich links your CRM records to N.Rich accounts by domain. A messy CRM won't break the integration, but missing or wrong domains and duplicates can leave records unmatched or grouped wrongly. This article shows what to fix first in HubSpot and Salesforce, and how N.Rich handles the duplicates you don't get to.
How matching works
HubSpot | Salesforce | |
What N.Rich matches on | The company domain | The account Website field, plus at least one contact with an email on the same domain |
Contacts needed? | No | Yes, at least one per account. A placeholder email is fine, as long as the domain is correct |
Records without a domain | Not matched | Not matched |
For the full Salesforce rules (subdomains, www., .co.uk and similar), see How does N.Rich match Salesforce accounts by domain?
What to fix first
You don't need a perfect CRM. Focus on the companies you plan to target.
Fill in missing domains. Records without a domain never match.
Replace placeholder or wrong domains, such as linkedin.com, gmail.com or a reseller's domain. All companies sharing a wrong domain end up grouped into one N.Rich account.
Salesforce: add a contact on the right domain to every account you want to sync. If the Website field uses a subdomain, the contact email needs the same subdomain.
Merge duplicates that share a domain if you can. If not, see below for what happens.
What happens to duplicates
Situation | What N.Rich does | What to do |
Same company, same domain, several CRM records | Groups them into one account automatically. N.Rich sends data to the group's main entry only | Merge them in your CRM, or set the main entry to the record your team uses (see below) |
Same company, different domains (for example company.com and company.de) | Keeps them as separate accounts. Merging them in your CRM does not merge them in N.Rich | Merge them in N.Rich: select the accounts, click Merge and choose the primary one |
Different companies sharing the same domain | Groups them together by mistake | Fix the domain in your CRM, wait for the next sync, then remove the stray entries. If they are removed before the CRM is fixed, they are grouped again |
When you merge records in your CRM
The surviving record keeps syncing to N.Rich as normal.
The merged-away records are unlinked from N.Rich at the next sync.
N.Rich does not automatically make the surviving record the main entry of its account group. After merging, check the main entry and change it if needed (see below).
Set the main entry
In a segment, hover over the number in the Account Group column and click the pencil icon.
In the side panel, select the main account. This is the record that receives N.Rich data in your CRM.
Click Save.
More in How do account groups work, and how do I merge accounts?
After you connect
Accounts you already imported into N.Rich without a CRM ID are linked by domain once Automatically sync CRM Data is on. No manual matching needed.
Changes you make in your CRM show up in N.Rich after the next sync, about every 8 hours. See How often does HubSpot sync with N.Rich? and How often does Salesforce sync with N.Rich?
What's next
Need help? Reach out to your Solutions Engineer via the chat in the bottom-left corner of the N.Rich platform, by email or Slack.