Stop Merging Duplicate Companies by Hand, Automate It With Koalify

Step 3: Build a company-based workflow to run the Koalify merge action

Now you will create a workflow that takes everything from that list and merges it into the primary record selected by Koalify.

3.1 Create the workflow

1. Go to Automation → Workflows
2. Click Create workflow → From scratch
3. Select Company-based workflow
4. Name it something like:

   • Koalify, Auto merge duplicate companies

3.2 Set the enrolment trigger

Use the list you just created: 

• Trigger: Company is a member of list Koalify Duplicates - Merge

This means:

• Any non-primary duplicate identified by Koalify and matching your rule set will automatically be enrolled in the workflow.

3.3 Add the Koalify merge action

1. Click the + icon to add an action
2. Search for Koalify
3. Select the Merge Duplicate Company or Merge Duplicate Record action (depending on naming in your portal)
4. Click Save

Per Koalify’s docs, this action:

• Merges the enrolled non-primary record into its configured Koalify Primary Duplicate ID
• Uses your primary rules from Koalify’s app settings to decide which record is “the one to keep”.

That is the entire core automation: list → workflow → Koalify merge.

Step 4: Add notifications for visibility (optional)

Depending on your volume and how nervous your team is about automation, you might want to notify owners when merges happen.

Add an extra action after the merge:

• Action: Send internal email or in-app notification
• Recipient: Owner of the primary company (or another internal user/team)
• Content suggestion:
  • Let them know a merge just happened
  • Include:
    • Primary company name.
    • Number of duplicates merged.
    • Key properties, if helpful.

Why this works

At 100 to 200 people duplicates arrive from three directions at once, imports, form fills, and whatever your integrations create when a domain does not match. That is why this has to run in the background permanently rather than as a cleanup somebody remembers to do in a quiet week.

This setup works because:

• Koalify does the hard bit by accurately detecting duplicates with rules you define and marking which record is primary.
• HubSpot workflows does the orchestration which records enrol and when merges run.
• The Koalify workflow action actually performs the merge, moving non-primary records into the primary record and respecting your primary rules.

Benefits you get:

• Time back: No more line-by-line company merges in the UI.
• Fewer errors: Fewer chances of accidentally merging the wrong records.
• Cleaner data: Better reports, cleaner lists, more reliable association logic. Reporting on active list usage inside the same workflows will tell you whether the merge list is still doing anything.
• Dedupe that keeps up: Works for the ongoing trickle of duplicates, not just one-off clean-ups.

Data hygiene is an obligation here

Duplicate company records usually carry personal information: contact names, direct emails, phone numbers, whoever the account manager last spoke to. Australian Privacy Principle 10 asks you to take reasonable steps to keep that accurate, complete and up to date, and the OAIC reads three versions of the same company with three different addresses as exactly the problem it is describing. Running the merge on a workflow gives you an answer if anyone asks how you keep it accurate. Doing it by hand when someone notices does not.

Wrapping Up

You do not need to live with a swamp of duplicate companies in HubSpot. With Koalify rules handling detection and a simple company-based workflow handling merges, you can keep your database clean automatically instead of burning hours on manual tidy-ups.

Merging cleans up what already exists. Stopping the duplicates forming is the other half, so pair this with building a custom company creator workflow so duplicates stop forming at the source. It is one of the jobs on our list of other HubSpot maintenance tasks worth outsourcing, mostly because it is the kind of thing that gets built once and then runs unattended for years.

If you want to get your HubSpot portal clean, without the manual headache, we can help you. Deduplication is part of the standing data hygiene work on NBH’s RevOps and HubSpot page. Give us a nudge here.

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Happy HubSpotting.