The system described herein can automatically match, link, or otherwise associate record objects with one or more node profiles. For a record object that is eligible or qualifies to be matched with one or more node profiles, the system can selectively apply rules to match the record object to a subset of the one or more node profiles based on values of fields extracted from the record object and values of the node profiles. The system can then store an association between the record object and the subset of the one or more node profiles.