30.10.2020

HubSpot Implementations

How to create parent-child companies in HubSpot

4 min read

Matthew

HubSpot’s parent-child feature makes it simple to create CRM connections between businesses and their various franchises and subsidiaries. In this blog post, Scott Murcott, Copywriter at Huble Digital, runs through how to easily use this feature in your CRM and how it helps both marketing and sales to stay relevant.

Marketers and salespeople have segmentation and cross-channel personalisation down to a fine art: behind every communication is a considered effort that caters to customer needs, wherever they are in the buyer’s journey. In short, to service both prospects and clients effectively, we need to be relevant.

So why should it be any different with huge multinational companies and their subsidiaries?

Servicing parent-child companies requires a nuanced approach

Though they sport the same branding and follow overarching business guidelines, each subsidiary company of a larger enterprise will have developed its own distinctive culture and operational quirks. After all, what works in one country or market won’t necessarily hit the target in another. 

For example, a franchise car dealership close to a neighbourhood in a popular school catchment area will have curated a product portfolio for their clientele. To bolster the product offering, brand messaging and marketing communications would target young parents and families instead of gearheads and sportscar enthusiasts. Think more spacious SUVs and less fuel-guzzling Maseratis!

Since the area is popular with parents in their 20s and 30s, the dealership could also look into electric vehicles to tap into the younger generation’s ecological stance.

What does this mean for marketers and salespeople?

An enterprise-level business can have a large client database spread across various locations, with different subsidiaries responsible for servicing certain audience segments. 

It’s critical for agencies that manage enterprise CRMs to understand how subsidiaries relate to one another, who works with who, and how each location’s goals feed into the bigger business picture. They also need to know what each location excels at, and who their specific clientele are.

In short, marketers and salespeople must familiarise themselves with a complex organisational network to form meaningful relationships that generate sales.

Connecting the dots with HubSpot’s parent-child relationship feature

Thankfully, HubSpot’s parent-child feature makes it simple to create CRM connections between businesses and their various franchises and subsidiaries.

Here’s how:

Step 1: Add a parent or child company to an existing company record by navigating to Contacts > Companies in your HubSpot account.

Step 2: Select the name of the company you want to create a parent-child relationship for.

Step 3: Click Add parent company or Add child company in the Related companies section in the right panel.

Screenshot 2020-10-26 at 12.48.56

Step 4A: If you chose Add parent company, search for the company you want to add and click Select.

Step 4B: If you chose Add child company, search and click on the checkbox(es) of child companies in the existing company record. Once you've chosen all of the child companies in the existing company record, click Done. You’ll now see all of the child companies in the right panel, under Related companies

You can create multiple levels of parent-child relationships. However, only the immediate parent and child companies of the record you are on will appear in the related companies section. Every parent company can have up to 10,000 associated child companies, but a child company can only be associated with one parent company.

For more information on creating parent-child companies in HubSpot, check out the FAQ page.

Intrigued by HubSpot’s multi-level parent-child management?

HubSpot’s parent-child feature is an exceptional tool for marketers and salespeople, but it’s only one facet of what the platform can offer in terms of enterprise company CRM management. 

HubSpot's Growth Suite is the full marketing, sales and service package, giving enterprise-level companies full visibility of their various subsidiaries and their activities. We’d like to help you harness it.

To learn how we can help you build closer relationships with your customers using the HubSpot Platform, check out our sales & CRM consulting services.

Latest Insights

Service & CX

7 min read

Why you need unified data for effective AI in customer service

Explore how AI for customer service can transform B2B customer retention strategies and drive revenue growth for lasting customer relationships.

Read more

Sales & Revenue

11 min read

The ROI of AI in sales: A numbers-driven look at productivity gains

Explore how AI tools can save sales teams up to 4,000 hours per month, and how AI solutions boost efficiency, quality, and revenue in sales operations.

Read more

Marketing & Creative

7 min read

Transform your business with AI: The SPARK AI Framework from Huble

Explore Huble’s SPARK framework, guiding businesses through AI readiness, strategy, implementation, and continuous improvement for lasting success.

Read more

HubSpot Implementations

18 min read

HubSpot Data Management: 6 strategies for success

This article dives into the central role of data management in maximising CRM potential and best practices for data management in HubSpot.

Read more

HubSpot Implementations

15 min read

How to plan for a successful HubSpot Implementation

Key aspects of planning and managing HubSpot implementation. We'll guide you through every step to ensure a successful HubSpot implementation.

Read more

HubSpot Implementations

13 min read

HubSpot CDP: the future of unified customer data

Unlock the potential of a HubSpot CDP. Discover how to unify customer data for enhanced insights and personalised marketing strategies.

Read more

HubSpot Implementations

12 min read

8 key steps for a successful HubSpot change management strategy

Explore essential steps of HubSpot change management for CRM migration, ensuring a transition that minimises disruption and drives user adoption.

Read more

HubSpot Implementations

10 min read

How to choose a HubSpot partner in Belgium

Explore the key takeaways from DMEXCO 2024, including the importance of customer retention, AI-driven personalisation, and ethical considerations.

Read more

Marketing & Creative

9 min read

8 key lessons from DMEXCO 2024 for Digital Marketers

Explore the key takeaways from DMEXCO 2024, including the importance of customer retention, AI-driven personalisation, and ethical considerations.

Read more

HubSpot Implementations

12 min read

How sales teams can benefit from HubSpot Sales Hub AI tools

Explore the key takeaways from DMEXCO 2024, including the importance of customer retention, AI-driven personalisation, and ethical considerations.

Read more