Automate Your HubSpot CRM

HubSpot offers REST APIs for CRM (contacts, companies, deals), Marketing (email, forms, lists), CMS (pages, blog), and Operations (workflows, custom objects). Webhooks notify of events. OAuth 2.0 for apps, private app tokens for internal tools. Rate limits vary by tier.

Use native integrations from HubSpot Marketplace for common tools. For custom integrations, use APIs with middleware (n8n, Zapier) or direct code. Create a private app for internal tools or a public app for marketplace distribution. Sync engines like Census or Hightouch enable data warehouse integrations.

Custom objects model data that doesn't fit standard objects (contacts, companies, deals). Examples: subscriptions, projects, assets. Available on Enterprise tiers. Define properties, create associations with standard objects, and use in workflows and reports. Consider data model complexity before creating.

Workflows trigger on enrollment criteria (form submit, property change, date). Actions include email sends, property updates, internal notifications, and webhook calls. Branch logic enables IF/THEN paths. Available on Professional+. Use for lead nurturing, deal automation, and internal processes.

Yes, HubSpot provides migration tools and guidance. Export Salesforce data, map to HubSpot objects (accounts→companies, opportunities→deals). Recreate workflows and reports. Consider phased migration, running both systems initially. Association records properly—HubSpot uses different relationship models than Salesforce.

Marketing Hub: lead generation, email campaigns, landing pages, forms, SEO, social. Sales Hub: pipeline management, sequences, meeting scheduling, quotes, playbooks. Both share the CRM. Most teams need both—Marketing for top-of-funnel, Sales for pipeline. Service Hub adds ticketing and knowledge base.

Create score properties (HubSpot Score or custom). Define positive/negative criteria: actions (email opens, page views), properties (job title, company size), and engagement. Use in workflows for routing, sequences for outreach. Professional+ includes predictive lead scoring using AI.

Private apps: internal tools with access tokens, single-account access, simpler auth. Public apps: marketplace distribution, OAuth flow, multi-account install. Use private apps for internal integrations, public apps for products others will install. Public apps require HubSpot review for marketplace listing.

Rate limits vary: 100-150 requests/10 seconds for most APIs, higher for batch endpoints. Use burst-friendly patterns, implement exponential backoff on 429 errors. Batch APIs (create up to 100 records/request) are more efficient. Enterprise tiers have higher limits. Monitor in developer account.

Yes, via webhooks in workflows. Trigger a webhook to your backend, call OpenAI/Claude, update HubSpot with results. Use cases: AI email personalization, lead qualification, sentiment analysis on tickets. Operations Hub Professional includes custom code actions for in-workflow scripting.

Operations Hub adds data sync, quality automation, and programmable automation. Two-way sync with external apps without middleware. Data quality automation fixes formatting issues. Custom code actions run JavaScript in workflows. Essential for RevOps teams managing complex tech stacks.

Use standard reports for common metrics, custom reports for specific analysis. Cross-object reports available on Professional+. Attribution reporting shows marketing impact. Dashboards combine reports with filters. For advanced analytics, sync to BI tools via APIs or data warehouse connectors.