HubSpot CRM Integration Guide

Last updated Jun 28th, 2024

Overview

Common Room's bidirectional integration with HubSpot CRM provides Common Room users with additional business context about the Contacts and Organizations in their community and provides HubSpot users additional community context about the Contacts and Companies they are engaging with.

See HubSpot fields, Contacts, Companies, Deals, and Activities alongside community data in both Common Room and HubSpot.

Requirements

The HubSpot integration with Common Room is available on the Enterprise plan. Additionally, you must be an admin of your HubSpot CRM instance (with the App Marketplace Access permission) in order to install the Common Room app in HubSpot.

Connect HubSpot to Common Room

  1. Open Settings and select HubSpot from the list of signals.
  2. Confirm that you’re a HubSpot admin. If you aren’t an admin, click the link to invite an admin to your Common Room to continue setting up the integration.
  3. Authenticate the connection to HubSpot.

Setup Inbound Data from HubSpot to Common Room

In this step, you’ll configure how your Contacts, Companies, and Deals will map to Contacts and Organizations in Common Room. You’ll be redirected here after completing the initial connection, but you can always come back to this step by opening Settings → Signals → HubSpot.

  1. Click Edit inbound data setup from the HubSpot settings page in Common Room.
  2. Define which HubSpot fields to map to Common Room. Start by choosing a HubSpot field and then select the associated field in Common Room.
  3. Continue mapping fields for Contacts, Companies, and Deals.
  4. Test and validate the sync with HubSpot.

Setup Outbound Data from Common Room to HubSpot

Once you’ve setup the inbound data from HubSpot to Common Room, follow along below to configure how Common Room will update and/or create your contacts in HubSpot.

Setup Update Settings

  1. Navigate to the Outbound data setup section of the HubSpot settings page in Common Room.
  2. Click Start update setup.
  3. Define which fields to map to HubSpot. We’ll recommend some fields to start, but you can map any Common Room field to HubSpot.

Validate Data Updates

Once you’ve finished setting up your field mappings and are ready to test, save the field mapping then open the Contacts explorer page. Find a Contact you know exists in your HubSpot instance, and open their Contact profile. Press the Send to Contact button to sync this Contact to HubSpot, then view that contact in HubSpot to confirm that all fields are updated as expected.

Enable Auto Updates

If everything looks good and you’re ready to set up your automatic sync, return back to the Outbound update settings page and enable the auto-update toggle under Sync Settings.


Setup create settings

  1. Navigate to the Outbound data setup section of the Hubspot settings page in Common Room.
  2. Click Start creation setup.
  3. Set Creation settings to control what happens when a Contact is discovered in Common Room that doesn’t yet exist in HubSpot.
  4. Map fields to Hubspot. Similar to the update steps above, Common Room will recommend some fields, but you can add any supported Common Room field.
  5. Define criteria for when a new Contact should be created. You can use all of the filter options available elsewhere in Common Room. Make sure to preview how many Contacts will be created by setting up the corresponding filter in the Contact explorer.

Validate data updates

Once you’ve finished setting up your field mappings and are ready to test, open the Contacts page and find a Contact you that doesn’t yet exist in HubSpot. Note that this Contact will need to have a primary email in order to be synced to HubSpot. Press the "Send to HubSpot" button to sync this Contact to HubSpot and confirm that the corresponding contact is created as expected.

If everything looks good and you’re interested in automatically creating contacts in your HubSpot, return back to the Outbound create settings page to configure your auto-create settings.

Enable auto-updates

If everything looks good and you’re ready to set up your automatic sync, enable the auto-create toggle under Sync settings.

Technical details

Contacts and Activity

When the integration is first configured, Common Room will sync field data for mapped fields (and optionally activities) for all HubSpot Contacts, Companies and Deals that have a corresponding match in your room.

Sync frequency

When the integration is first configured, Common Room will sync field and activity data for all HubSpot Contacts who have a corresponding Contact in the community. Once the integration is configured, Common Room will import new activity from HubSpot every 8 hours. Common Room will sync data back to HubSpot on a daily basis.

Inbound sync details (Hubspot to Common Room)

When connecting your HubSpot CRM, we can import the following data, depending on which objects are used in your HubSpot CRM configuration.

Contact email address matching behavior

Matches between Contacts in Common Room and HubSpot contacts are based on first party email addresses only. This helps ensure a high quality of matches between Common Room and HubSpot. First party email addresses come from the following signals:

BevyinSidedZapier
Discord
Khoros
CSV upload
Discourse
Meetup
Manual upload
Google Sheets
Slack
Additions / corrections in the Common Room UI

HubSpot contact fields

HubSpot Contact fields are associated with existing community Contacts in Common Room who have a corresponding Contact object in HubSpot. Contacts are matched between Common Room and HubSpot based on first-party email address information. You may work with the Common Room team to define the specific Contact fields to import from HubSpot. We recommend importing into Common Room any business context that could be useful to know about a community Contact. For example:

EmailContact ownerMarketing emails opened
Lead status
Close date
Last marketing email open date
Create date
Last contacted
Lifecycle stage

HubSpot company fields

HubSpot company fields are associated with organizations tied to community Contacts in Common Room. You may work with the Common Room team to define the specific company fields to import from HubSpot. We recommend importing into Common Room any business context which could be useful to know about an organization in your community. For example:

Company nameLead statusDays to close
Company domain name
Create date
Close date
Lifecycle stage
Company owner
Total revenue

HubSpot deal fields

HubSpot deal fields are associated with deals tied to organizations with community Contacts in Common Room. You may work with the Common Room team to define the specific deal fields to import from HubSpot. We recommend importing into Common Room any business context which could be useful to know about an organization in your community. For example:

Deal nameCreate dateAnnual contract value (ACV)
Deal stage
Close date
Monthly recurring revenue (MRR)
Deal owner
Annual recurring revenue (ARR)

HubSpot activities

The following HubSpot activities are available to pull into Common Room. Please contact us to enable this feature.

  • Meetings attended
  • Marketing emails received
  • Forms submitted
  • Emails sent
  • Emails received

Community-qualified leads and contact creation in HubSpot from Common Room

It's common to have community Contacts who are potential leads and ready to engage with a Contact of your sales team, but who aren't yet created as a contact in your HubSpot.

Common Room can help you automatically identify community-qualified leads based on criteria specific to your business (e.g. Industry = Financial Services AND Annual revenue > $1M AND > 2 Slack posts in the last month AND mentioned “pricing”). You may work with the Common Room team to define your automated community qualification criteria.

After you review a Contact tagged as a community-qualified lead in Common Room, you can manually push the Contact to HubSpot via the "Send to HubSpot" button on the Contact profile to create a new Contact for your sales and marketing teams to review. When you create a new Contact in HubSpot via Common Room, Common Room populates the following HubSpot contact fields by default:

  • First name
  • Last name
  • Email
  • Original Source (set as Offline Sources)
  • Original Source Drill-Down 1 (set as Integration)
  • Original Source Drill-Down 2 (set as Common Room)

You may work with the Common Room team to define the additional community context you would like to sync to HubSpot as contact fields.

Outbound sync details (Common Room to Hubspot)

Contact field sync to HubSpot

For any community Contacts already synced between HubSpot and Common Room, Common Room can automatically update their HubSpot contact fields to include relevant context.

We generally recommend creating new HubSpot fields for any context being sent back to HubSpot from Common Room to prevent overriding of existing data.

The following fields are available to sync into Hubspot for contacts:

cityemailsprofessionalEmail
commonRoomMemberLink
employmentRole
region
communityEngaged
firstActivityDate
slackFirstSeenDate
communityQualified
firstActivitySource
slackLinked
communityQualifiedDate
firstName
slackUsernames
companyName
fullName
slackLinked
companyWebsite
githubUsernames
slackUsernames
country
impactPointsAllTime
sources
discordRoles
impactPoints12Weeks
title
discordUsernames
impactPointsAllTime
twitterHandles
discordVerificationDate
lastActivityDate
earliestMeetupGroupJoinDate
lastActivitySource
emails
lastName
employmentRole
linkedInUsernames
discordVerificationDate
meetupGroupMember
earliestMeetupGroupJoinDate
primaryEmail

Company field sync to HubSpot

For any organizations synced between HubSpot and Common Room, Common Room can automatically update their HubSpot company fields to include relevant context. This functionality is currently available only by request so please contact us if you would like to set this up.

We generally recommend creating new HubSpot fields for any context being sent back to HubSpot from Common Room to prevent overriding of existing data.

The following fields are available to sync into Hubspot for companies:

commonRoomOrgLink
firstActivityDate
firstActivitySource
firstSeenDate
firstSeenSource
impactPointsAllTime
impactPoints12Weeks
lastActivityDate
lastActivitySource
lastSeenDate
lastSeenSource
numberOfActiveMembers12Weeks
numberOfActiveMembersAllTime
numberOfMembers

Contact and company widgets in HubSpot

After you install the app, a Common Room widget will automatically appear on your HubSpot contact and company objects. These widgets are intended to provide HubSpot users with context about how Contacts and Companies have been engaging in your community. Stronger community engagement can indicate a higher likelihood to close.

FAQ

Is it possible to integrate both HubSpot and Salesforce with Common Room?

If you use Salesforce as your CRM and HubSpot as your MAP (Marketing Automation Platform), you may want to integrate both with Common Room to get a holistic view of your Contacts and organizations. This is possible today, but it’s important to keep a few important things in mind.

  1. Syncing data into Common Room: The main consideration when syncing data in from both HubSpot and Salesforce is that it may be difficult to differentiate which custom field is mapped to which tool. A simple recommendation here is to prefix custom field names based on the tool, for example, HS Lead Status and SF Lead Status
    • Syncing data out to HubSpot / Salesforce: When syncing data out of Common Room, the most important consideration is any existing sync between HubSpot and Salesforce. Most customers we’ve worked with either have a bi-directional sync with a subset of qualified Leads from HubSpot to Salesforce or sync all Leads between HubSpot and Salesforce. If you’re interested in syncing data out from Common Room in either of these scenarios, we recommend that you pick one tool to target in order avoid any conflicts during the sync.

Can I send a Contact from Common Room to a HubSpot workflow?

Yes, you can! You can do this in one of three ways:

  1. Pressing the "Send to HubSpot workflow" button from a Contact's profile
  2. Selecting multiple Contacts from the Contact explorer and pressing the "Send to HubSpot workflow" action button
  3. By creating a workflow from scratch and adding the "Send to HubSpot workflow" action as the last step of the workflow

Depending on how your HubSpot outbound settings are configured, the resulting behavior in HubSpot will differ as follows:

  • If you don't have any outbound settings configured, we will do a best-effort assignment of the associated Contact to the workflow without any additional updates. No Contacts will be created in HubSpot.
  • If there is only an update setting configured, we will also update fields for matched Contacts but will never create.
  • If there is only a create setting configured, we will only create new Contacts but not update fields for any of the matched contacts.
  • If both update and create settings are configured, we will send to the workflow, update matched Contacts, and also create new Contacts if we don't have a match.
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