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Use this flow when you want to sync rows from a Starbridge bridge into a custom object in your CRM. This is the right approach for dynamic signal types — RFPs, meeting mentions, purchase and contract data, or any signal where a single account can generate multiple instances over time. Unlike account enrichment or contacts, dynamic signals shouldn’t overwrite a field on the Account object. Each new signal is its own event. A custom object gives each signal its own record, associated to the account, so your team builds a historical record of activity rather than a single overwritten field.
This article assumes your CRM is connected and account matching is complete. See Connect your CRM and Account matching if you haven’t done these yet.

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Video walkthrough

See Starbridge University for a walkthrough.

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Step-by-step instructions

See Starbridge University for a step-by-step example creating and syncing a job changes custom object.
1

Create the custom object in your CRM

Before configuring anything in Starbridge, create the custom object in your CRM:
  1. Define the object schema and fields — include the signal data you want to capture (for example, signal date, summary, type, recommended action, and talking points)
  2. Create a relationship (association) between the custom object and the Account or Company object so each signal record is linked to the right account
Your CRM admin will typically need to complete this step. Once the object exists in your CRM, it needs to be enabled in Starbridge before you can use it in a sync column — see the next step.
HubSpot supports flexible many-to-many associations, multiple association labels, and multiple related records per object. This introduces an important constraint for Starbridge integrations.Starbridge only supports relations where a given Starbridge-managed object can be associated to at most one other object of a given type. This applies to all HubSpot custom objects used in Starbridge syncs.For example, if you create a custom object called Job Change and associate it with the HubSpot Company object:
  • A Company → many Job Changes is supported
  • A Job Change → at most one Company is required
To configure this in HubSpot:
  1. Go to Settings → Objects and select the custom object.
  2. Choose the Associations tab.
  3. Select the association pair — for example, Job Change ↔ Company.
  4. Click Create and configure → Configure association limit. For the custom object → Company direction, set the limit to 1.
When configured correctly, Starbridge will surface a field on the custom object like Company ID (Relation to Company). To assign or update the relationship during a sync:
  1. Select Company ID (Relation to Company) in your sync column field mappings.
  2. Map it to your account lookup column.
  3. Starbridge writes the association when creating or updating the custom object record.
If the Company ID (Relation to Company) value isn’t available from your account lookup column when syncing contacts, see HubSpot-specific details.
2

Expose the custom object to Starbridge

Go to Settings → Integrations, open your CRM integration, and click Objects & fields. Enable the custom object and all the fields you want Starbridge to write to, including the relationship field that links the custom object to the Account or Company object.Save your changes and allow the resync to complete before proceeding.
3

Add an account lookup column to your bridge

In your bridge, click Add column → Configure integration → Lookup Record in CRM and select the Account or Company object.Enable Account matching to resolve the right CRM account for each buyer row automatically. This lookup is what associates each custom object record to the correct account — if no account is found, the sync column should not create a record.
4

Add a sync column for the custom object

Click Add column → Configure integration → Sync Record in CRM, select your custom object, and set the sync type to Create and manage record.
  • Starbridge creates a new record in the custom object for each bridge row
  • Enable Keep records up to date if you want Starbridge to update existing records when data in the bridge changes over time
5

Map Starbridge fields to the custom object

Map each Starbridge column to the corresponding custom object field. Include the Account or Company ID from your account lookup column, mapped to the relationship field — this is what associates each record to the right account.Set all mapped fields to Overwrite so Starbridge can keep records current if values change.
6

Add a run condition

Add a run condition: only run if the account lookup column’s Record ID is not empty. This ensures custom object records are always associated to a valid account and prevents orphan records from being created when no CRM account match is found.
7

Run the sync

Once your lookup column is resolving accounts consistently and your sync column is mapped, run the sync.
When adding the sync column, select Run First 5 rows and run the sync for those only. Verify that records were created correctly and associated to the right accounts. If anything looks off, adjust your field mappings or run condition before committing to the full bridge. Once you’re satisfied, select the column and run for all rows.
Each cell updates to show Success, No action taken, or Error. Click into any cell to see a history of syncs for that row.

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Next steps

What to sync with your CRM

Planning guide for deciding which data types to sync and where they should live.

Sync job changes to your CRM

A specific implementation of the custom object pattern for job change signals.