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Duplicate company detection by name-similarity fallback

One of 565 written HubSpot workflow specs, by a collective of independent HubSpot consultants.

Professional

Seat pricing: Professional edition. To build it, a GTM Seat or an Ops Seat (an Ops Seat cannot create marketing emails or sequences). Per-hub plans: Data Hub Professional.

6 steps
Per-hub plans: also Marketing Hub Professional

On per-hub plans, one of its steps belongs to another subscription: add to static list needs Marketing Hub Professional. Both are required to build it as written. On seat pricing the edition covers both.

Updated for HubSpot seat pricing
OutcomeCompanies with different domains but near-identical names get flagged for review, catching the duplicate pairs that domain-based matching cannot see.
Workflow mapdata-quality-036
Company created leads to Custom code: normalize name, search near-matches. Custom code: normalize name, search near-matches leads to Match found?. Match found? leads to yes: Flag Possible name match, store match ID; no: Leave as Not checked. Flag Possible name match, store match ID leads to Add to review list + create review task. yes no Company created Custom code: normalize name, search near-matches Match found? Flag Possible name match, store match ID Leave as Not checked Add to review list + create review task
Company created leads to Custom code: normalize name, search near-matches. Custom code: normalize name, search near-matches leads to Match found?. Match found? leads to yes: Flag Possible name match, store match ID; no: Leave as Not checked. Flag Possible name match, store match ID leads to Add to review list + create review task. yes no Company created Custom code: normalize name, search near-matches Match found? Flag Possible name match, store match ID Leave as Not checked Add to review list + create review task

When to use it, when not to

Use it

  • Use it alongside data-quality-008 (domain match), as a second pass for companies entered without a domain, or with a domain that differs, an acquired subsidiary using the parent's domain, a rebrand, a typo in the domain field.
  • Use it when your portal has enough volume of manually-entered or import-sourced companies that name variants like "Acme Inc" and "Acme, Incorporated" actually occur.
Read more on when to use itShow less

Skip it

  • Do not use it as your only duplicate check. Run it as a fallback after the cheaper and more reliable domain match, since name similarity produces more false positives.
  • Do not use it expecting a precise fuzzy-matching algorithm. This fiche uses a simple normalize-and-compare approach in custom code, not a dedicated matching library, so tune the similarity threshold against real data before trusting it broadly.
Read more on when to skip itShow less

The rest of this spec

Prerequisites · 5 items

Every property with its label, internal name, type and options, plus the assets the workflow needs.

Enrollment · 4 parts

The trigger, the criteria as ticked in the UI, the re-enrollment rule and the suppression list.

Steps · 6 numbered actions

Each action in order with its parameters, branches and delays.

Known pitfalls · 4

Traps seen in production, each with what breaks and what to do instead.

Test plan and UAT script · 3 cases, 3 variants

How to prove it works in a test portal, one case per branch, and a sign-off sheet.

Files · PDF, Markdown, JSON, CSV, code

The properties JSON creates the fields in one call. The workflow JSON documents the build. The custom coded action ships as a ready-to-paste .js file.

Install · 1 click, switched off

The installer creates the properties and the workflow, switched off, then opens a task for what it cannot create. Nothing is deleted, enabled or enrolled.

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