Skip to content
  • There are no suggestions because the search field is empty.

What are 2-Way sync CRM Agents and how to create a CRM Agent (Beta Access)

Learn how to set up a CRM agent to pull your CRM records into Firmable, enrich them with accurate data, and use them to find net-new prospects.

A CRM agent manages the connection between your CRM and Firmable. Each agent pulls a defined set of records from your CRM on a schedule you control.

Prerequisites

Before setting up CRM 2-Way Sync, ensure the following:

  • You are an Admin on your Firmable account.
  • You have an active HubSpot or Salesforce account.
  • You are on a Teams Pro or Enterprise plan on Firmable.

What is a CRM agent?

A CRM agent manages the connection between your CRM and Firmable. Each agent pulls a defined set of records from your CRM on a schedule you control.

CRM agents are most commonly used for three things:

  • Finding net-new prospects: pull your existing CRM records into Firmable so searches automatically exclude them. Every result is a genuinely new prospect.
  • Enriching records in bulk: identify contacts or companies with missing data, such as no mobile number, and enrich them at scale without manual exports.
  • Re-engaging CRM segments: build an agent around a specific segment, such as closed-lost accounts, and monitor those records for buying signals.

Before you start

For accurate matching and deduplication over time, we recommend creating the following custom property in your CRM before setting up your first agent.

Firmable ID

Create a single-line text field with a length of 13 characters. The format is the letter F followed by 12 digits. Set it as a unique identifier. Firmable ID is permanent and does not change even if a contact changes company, email address, or phone number. Mapping it early gives you the most reliable matching key for the life of the record.

Setting up a CRM agent

Step 1: Connect your CRM

  • Navigate to Settings
  • Click Integrations in the left sidebar
  • Select HubSpot or Salesforce as your CRM platform
  • Follow the prompts to authorise the connection
  • Confirm field mapping and click Enable Mapping
  • Click your connected CRM to open the setup page
  • Toggle on Allow CRM agent to pull companies and contacts from HubSpot into Firmable

Step 2: Select objects to pull

  • Click CRM Agents
  • Click Create

  • Choose which record types to import from your CRM:

    • Companies
    • Contacts (HubSpot and Salesforce)
    • Leads (Salesforce Only)

  • Click Continue

Step 3: Configure filtering rules

Choose how Firmable determines which records to pull:

  • Pull all objects: Every record of the selected type will be pulled from your CRM
  • Pull based on conditions: Define AND/OR logic to filter which records are pulled (for example, only records owned by a specific team, or records within a certain industry)

Step 4: Set enrichment schedule

We recommend starting with manual enrichment first. This allows you to confirm that records are matching correctly and that CRM sync is working as expected. Once you’re confident in the results and understand how credits are being used, you can move to automatic enrichment.

Choose how often Firmable re-enriches the records in this agent:

  • Manual: Enrichment only runs when you trigger it
  • Scheduled: Records are automatically re-enriched each week/month
  • Click Continue

Step 5: Name and save the agent

  • Give the agent a name that reflects the records it contains (for example, "HubSpot ANZ Accounts")
  • Click Create agent to save
  • Confirm that the agent and its records appear in Firmable under the name you assigned

Viewing your CRM agent

Once an agent is created, it can be accessed from the left-hand panel in Firmable. From the agent view:

  • See a summary of records pulled, matched, enriched, and credits used
  • View the full run history in the run log table
  • Click Enrich now to manually trigger a new run and confirm it appears in the log

Viewing CRM records in Firmable

  • Records pulled by a CRM agent appear in the Lists page under a dedicated CRM section.

  • CRM agent lists reflect the most up-to-date data from the last agent run
  • These lists are read-only and cannot be manually modified
  • To push records back to your CRM with enriched data, select records from the list and click Push to CRM

Filtering search results by CRM data

CRM agent records can be used to filter results in Firmable's Search page:

  • Filter by a specific CRM agent to see only those records
  • Hover your mouse over the CRM Agent to either show or exclude
  • Filter by CRM record owner to focus on a team member's accounts or people records


Records found through search can be selected and pushed to your CRM with enriched Firmable data.

 

We hope this article has helped you understand how to set up CRM agents. If you have any other questions, don't hesitate to contact us at support@firmable.com.