Understand the HubSpot Integration

Understand how the HubSpot integration works, including the data flow, workflow structure, and technical implementation details.

Integration Architecture

The HubSpot integration operates through Zapier workflows that connect WhatConverts and HubSpot bidirectionally. This Zapier-based approach requires you to configure separate automated workflows (called Zaps) for each type of data you want to sync between the platforms.

Each Zapier workflow monitors one platform for specific events (new leads or deal updates), processes the data through search and mapping steps, then creates or updates corresponding records in the destination platform.

Data Flow Options

The HubSpot integration supports two data flow directions:

From WhatConverts to HubSpot

• New leads trigger workflows that create contact records in HubSpot
• Lead information includes name, phone, email, and other tracked details
• The WhatConverts Lead ID is stored as a custom property in HubSpot for future reference

From HubSpot to WhatConverts

• Deal updates in HubSpot trigger workflows that update existing leads in WhatConverts
• Deal values, closed amounts, and deal status flow back to WhatConverts
• The stored Lead ID custom property connects the HubSpot contact to the correct WhatConverts lead
• Trigger event is "Deal Stage Changed" or "Updated Deal"

WhatConverts to HubSpot Workflow Structure

The lead-to-contact workflow follows a simple structure:

• Trigger: A new lead is created in WhatConverts (from a phone call, form submission, or chat)
• Create Contact: The workflow creates a new contact in HubSpot with the lead information
• Store Lead ID: The WhatConverts Lead ID is saved as a custom property in the HubSpot contact record for future updates

HubSpot to WhatConverts Workflow Structure

The sales tracking workflow follows a more complex structure to ensure proper data matching:

• Trigger: A deal is updated in HubSpot (trigger events: "Deal Stage Changed" or "Updated Deal")
• Retrieve Lead ID: The workflow reads the WhatConverts Lead ID from the custom property in the associated HubSpot contact
• Update Lead: If the Lead ID exists, the workflow uses it to update the correct lead in WhatConverts with deal values
• Alternative - Find Lead: If no Lead ID is stored, the workflow can search for the lead in WhatConverts using contact information (phone or email) before updating

The Importance of Lead ID Custom Properties

Storing the WhatConverts Lead ID as a custom property in HubSpot is critical for accurate data syncing. This Lead ID acts as a unique identifier that connects the HubSpot contact to the specific lead in WhatConverts, ensuring that sales and deal updates are applied to the correct lead record rather than creating duplicates or updating the wrong lead.

Without the Lead ID stored in HubSpot, you must rely on searching WhatConverts by phone number or email address, which can be less reliable if contact information changes or multiple leads share the same details.

Integration Limitations

The HubSpot integration has several important limitations to consider:

• Manual Workflow Setup: Unlike some plug-and-play integrations, the HubSpot integration requires you to manually configure each Zapier workflow.
• Separate Workflows Required: You must create and maintain distinct Zapier workflows for each data flow direction.
• Zapier Account Required: This integration relies on Zapier as the middleware platform, meaning you need an active Zapier account and your workflows count against any applicable Zapier usage limits.
• Custom Property Management: You must manually create custom properties in HubSpot and properly map them in your Zapier workflows.
• No Real-Time Sync: Data syncs based on Zapier's polling intervals (1-15 minutes depending on your Zapier plan), not instantly.
• Deal Association Required: When sending data from HubSpot to WhatConverts, the deal must be associated with a contact that has the Lead ID stored.

Related Topics

• What is the HubSpot Integration?
• Connect WhatConverts to HubSpot
• Send Leads from WhatConverts to HubSpot
• Send Quote and/or Sales Value from HubSpot to WhatConverts