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Top 10 Real-World Use Cases for Firmable's 2-Way CRM Sync (Beta access)

Explore the most common ways Firmable customers use 2-Way CRM Sync to enrich records, surface better prospects, and keep their CRM data current.

Prerequisites

  • 2-Way CRM Sync must be connected to your Firmable account. See [how to connect your CRM] for setup instructions.
  • Available for HubSpot and Salesforce integrations.

Overview

Once your CRM is connected, Firmable can pull records directly into the platform and push enriched data back, without manual exports or imports. The use cases below cover the most common workflows customers run using this two-way connection.

Bulk enrich contacts with missing emails or mobiles

The most common use case. Pull your entire CRM into Firmable, filter to records where mobile or email is blank, and enrich only that gap subset. This avoids spending credits on contacts that already have complete data.

To set this up, create a CRM agent targeting contacts where the email field or mobile field is empty, then run enrichment across that filtered list.

Exclude existing CRM records from new searches

Before using 2-Way CRM Sync, customers would sometimes accidentally push contacts already in their CRM, wasting credits on duplicates. The "not in CRM" filter solves this by pulling all companies and contacts as a live exclusion list, so every new search in Firmable only surfaces genuinely net-new prospects.

This is particularly useful when prospecting at scale or running searches across large industries.

Re-engage closed-lost opportunities with fresh contacts

Pull closed-lost opportunities that have not been contacted in 90 or more days, enrich for updated contact details, and surface new decision makers who may have joined since the deal went cold.

This workflow is well suited to a dedicated CRM agent targeting a closed-lost segment, allowing the sales team to re-approach with current information rather than stale records.

Track champion job changes across the customer base

Sync existing customer contacts into Firmable, then run a Signal Agent on that list for "new in role" and "left a role" triggers. When a decision maker moves to a new company, two actions become possible:

  • Reach out to the champion at their new employer as a warm introduction
  • Find their replacement at the existing account before the relationship goes cold

This is one of the highest-value uses of 2-Way CRM Sync for customer retention and expansion teams.

Assess CRM data health and match rates before committing credits

Pulling records into Firmable is free. Customers use this to run a zero-cost health check on their CRM before spending any credits on enrichment. Pulling a large contact list lets teams understand match rates, coverage gaps, and segment quality, and use those numbers to size the enrichment investment before committing.

This answers the question: how much of the CRM can Firmable actually match?

Enrich hard-bounce contacts with updated emails

Pull contacts with hard-bounce status from the CRM, enrich them in Firmable to find updated email addresses, and push the refreshed data back.

Note: Firmable can find a replacement email address, but it cannot override a native unsubscribe in HubSpot. This workflow is useful for hard bounces only, not for contacts who have unsubscribed.

Enrich key account segments on a schedule

Rather than running one-off bulk enrichments, set up scheduled CRM agents on high-value segments such as active customers, open opportunities, or priority target accounts. This keeps contact data current without manual effort.

Example filters that work well for scheduled enrichment:

  • Contacts active in the last two years
  • Open opportunities above a revenue threshold
  • Contacts within a named account list

Event follow-up: enrich new contacts on entry

Pull contacts collected via an event form or QR code scan into Firmable through a CRM agent, enrich them for mobile and email, and push the enriched records back to the CRM before the follow-up sequence fires.

This removes the manual step between collecting a contact at an event and having a complete, enriched record ready for outreach.

Multi-thread into existing customer accounts

Pull current customer companies into Firmable, then search for additional contacts at those companies who are not yet in the CRM. This surfaces new stakeholders, additional buyers, or contacts in departments the team has not yet engaged.

Multi-threading into existing accounts reduces the risk of single-threaded relationships, where losing one contact puts the whole account at risk.

Data cleanup before a CRM migration or system change

If the team is preparing for a CRM migration or system consolidation, use 2-Way CRM Sync to assess and enrich contact data before moving it. Pull the existing records, run enrichment to verify and fill gaps, then push clean records back before migration.

This ensures only verified, enriched records make the move, rather than carrying a dirty database into the new system.

We hope this article has helped you find the right workflow for your team. If you have any other questions, don't hesitate to contact us at support@firmable.com.