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HubSpot is one of the most powerful integrations in AgentWeb. Depending on your HubSpot plan, you can use it in two ways — or both at once:

CRM Sync

Keep your AgentWeb lead lists in two-way sync with HubSpot contacts and deals. Changes flow both directions, in real time. Works on any HubSpot plan.

Marketing Management

Ask Emma to create and manage HubSpot emails, campaigns, forms, workflows, landing pages, and more — all through conversation. Requires HubSpot Marketing Hub Pro or Enterprise.
A Marketing Account connection is a superset of a CRM Account — it unlocks both CRM sync and marketing management in one connection. If you connect a Marketing Account, you get everything.

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Before you connect

The account type you pick during connection determines what you can do: Not sure which plan you’re on? In HubSpot, go to Settings → Account & Billing to check.
You can only pick one account type per connection. To switch (e.g., upgrade from CRM to Marketing), disconnect and reconnect with the new type.

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Connect

1

Open Settings → Accounts

In the portal, go to Settings → Accounts and find the HubSpot card. Click Connect HubSpot.
2

Choose an account type

Pick based on what you want to do:
  • CRM Account — sync contacts, deals, and lists. Works on free and Starter HubSpot tiers.
  • Marketing Account — everything CRM Account does, plus campaigns, automation, and forms management via Emma. Requires Marketing Hub Pro or Enterprise. If you want to use Emma for any HubSpot marketing work, you must connect a Marketing Account — a CRM Account won’t unlock those features.
If you only need contact/deal sync today, start with CRM. You can disconnect and reconnect as a Marketing Account later if needed.
3

Authorize in HubSpot

AgentWeb redirects you to HubSpot’s login. If you manage multiple HubSpot portals, pick the one to connect. Review the permissions and click Connect app.
You may see a warning that the AgentWeb app is unverified. This is expected — type “I accept the risk” in the field shown and continue. This is a standard HubSpot prompt for apps pending marketplace verification and does not affect how the integration works.
4

Done

The card shows a green Connected badge. Your connected account name appears in the list below the card. You’re ready to link it to a CRM list or start using Emma for marketing.
If your HubSpot plan doesn’t include certain features (for example, you connected a Marketing Account but your portal is on Starter), the connection still completes — but a warning is shown listing any scopes that couldn’t be granted. Features requiring those scopes won’t be available until you upgrade your HubSpot plan.
One HubSpot account connects to one CRM list only — it’s a strict one-to-one mapping. If you want to sync a second list, you’ll need a second HubSpot account connected.

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CRM Sync

Keep your AgentWeb lead lists in two-way sync with HubSpot contacts and deals. Add a lead in AgentWeb — it appears in HubSpot. Update a deal stage in HubSpot — it reflects in AgentWeb. No manual exports or imports needed. One HubSpot account syncs to one AgentWeb list. It’s a strict one-to-one mapping — you can’t connect the same HubSpot account to multiple lists. If you need to sync multiple lists, connect a separate HubSpot account for each.

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Quick checklist

  • HubSpot account connected in Settings → Accounts
  • CRM list created in AgentWeb
  • HubSpot linked to the list via External CRM Sync
  • Sync options configured and saved
  • Allow webhook updates turned on (for real-time HubSpot → AgentWeb updates)
1

Open the list's sync settings

Go to CRM, open the lead list you want to sync, then use the list menu (⋮) → External CRM Sync.
2

Pick the provider

Choose HubSpot in the provider selector.
3

Select the account

Pick one of your connected HubSpot accounts and click Test connection to confirm it’s healthy.
4

Configure and save

Set your sync options (see below), then click Save Configuration.

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What syncs

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Sync options

Auto-sync to HubSpot pushes a lead automatically whenever it’s created or edited in AgentWeb. Turn it off if you prefer to control when changes push, using the manual Push button.
Turns on real-time processing of HubSpot events into AgentWeb. AgentWeb’s webhook endpoint receives events at the app level — enabling this option tells AgentWeb to act on incoming events for this list (contact created/updated/deleted, deal stage/amount changed) rather than ignoring them.
Webhooks operate at the HubSpot app level, not per-connection. Toggling this off doesn’t stop HubSpot from sending events to AgentWeb — it stops AgentWeb from acting on them for this list. Changes only arrive when you click Pull from HubSpot if this is off.
Push to HubSpot sends every lead in the list to HubSpot at once (a progress card shows it running). Push is also the button you use for a one-off sync when auto-sync is off.Pull from HubSpot fetches updated contacts from HubSpot and shows how many leads were created and updated. Re-pushing updates existing records — it never creates duplicates.

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Deals & pipelines

When you sync leads, AgentWeb can also create and track deals in HubSpot — one deal per contact. A pipeline in HubSpot is the stages a deal moves through (for example: New Lead → Qualified → Proposal Sent → Closed Won).
  • Before the first sync, choose an existing HubSpot pipeline to use, or let AgentWeb create one for the list.
  • After the first sync, the pipeline is locked to that list. To move deals to a different pipeline, click Change pipeline, pick the target pipeline, and choose Move deals to this pipeline — AgentWeb migrates the existing deals automatically.
  • Each lead’s status in AgentWeb maps to a HubSpot deal stage, and changes flow both ways.
HubSpot free tier allows only one deal pipeline. Using or creating a second pipeline requires Sales Hub Starter or higher.

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Field mapping

Field mapping controls which AgentWeb lead fields sync to which HubSpot contact and deal properties. The defaults cover the essentials: email, first/last name, phone, company, job title, notes, LinkedIn URL, and deal fields. For most users, the defaults are enough — just save and sync. A few things to know about the defaults:
  • Most fields sync both ways (AgentWeb ↔ HubSpot), except LinkedIn URL, which is push-only by default (AgentWeb → HubSpot). Changes to LinkedIn URL in HubSpot won’t pull back unless you change the direction.
  • Notes maps to a custom HubSpot contact property that AgentWeb creates automatically — it’s not a built-in HubSpot field.
  • AgentWeb also adds two system properties to every synced contact: lead_list_name and lead_list_id. These track which AgentWeb list the contact came from and will appear as custom properties in HubSpot.
If you need to customize:
  • AgentWeb field → HubSpot property — choose which field maps to which property on either side.
  • Direction — Both (two-way), Push only (AgentWeb → HubSpot), or Pull only (HubSpot → AgentWeb).
  • Add from CRM — map any HubSpot property, including custom ones you’ve created. AgentWeb can also create new HubSpot properties inline.
HubSpot properties that arrive via pull but aren’t mapped are still saved to the lead’s custom fields — nothing is lost.

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Sync status

Each lead in a synced list shows a status so you can see exactly what’s in sync: You can filter the list by sync status to find leads that need attention. If something goes wrong with the connection — either the account is disconnected or a sync attempt fails — a banner appears at the top of the list: “HubSpot sync needs attention”. Click Reconnect HubSpot to re-authorize. Your sync settings and field mappings are preserved.

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What Emma can do with your synced contacts

Once a list is synced, HubSpot contacts are ordinary AgentWeb leads — Emma works with them like any CRM list:
  • Enrich contacts and score them against your ICP.
  • Draft and run outreach sequences from the synced list.
  • Update lead fields — with auto-sync on, those edits push back to HubSpot automatically.
Example prompts:
  • “Enrich all the leads in my HubSpot list and flag anyone that matches our ICP.”
  • “Start an outreach sequence for the leads in my HubSpot Q3 list who haven’t been contacted.”
  • “Update the company name for this lead — it should flow back to HubSpot.” (requires auto-sync or manual push)

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Marketing Management (beta)

This capability is in beta and rolling out gradually. It requires a Marketing Account connection and HubSpot Marketing Hub Pro or Enterprise. Some actions are further gated by your HubSpot plan — see the notes below.
With a Marketing Account connected, Emma becomes your HubSpot marketing assistant. Instead of clicking through HubSpot’s UI to build emails, set up forms, configure workflows, or launch campaigns — you just describe what you want in Agent Mode and Emma handles it. Everything is conversational. Emma confirms before any create, update, or delete action, and asks for an explicit confirmation before high-impact actions like enabling a workflow that will enroll real contacts.

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Quick checklist

  • HubSpot Marketing Account connected in Settings → Accounts
  • HubSpot plan is Marketing Hub Pro or Enterprise
  • Include “HubSpot” in every Emma request for marketing actions
  • For email sends: confirm your portal has the marketing-email entitlement (Marketing Hub Enterprise or transactional email add-on)

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How to talk to Emma about HubSpot

Name the platform when you talk to Emma. Emma manages multiple platforms — mentioning “HubSpot” tells her exactly where to act, so you get faster, more accurate results without back-and-forth.✅ “Create a HubSpot email campaign for our product launch” ✅ “Show me my HubSpot workflows”

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What Emma can do

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Marketing emails

Create, edit, clone, and manage your HubSpot marketing emails without touching HubSpot’s editor.
  • List all marketing emails and their performance stats (open rate, click rate, sends)
  • Create a new marketing email from a brief
  • Clone an existing email to use as a template
  • Update subject lines, content, or settings on a draft
  • Publish (send) an email to a list
  • Delete emails
Example prompts:
  • “List all my HubSpot marketing emails and their open rates.”
  • “Create a HubSpot welcome email for new signups — subject line ‘Welcome to [Company]’, keep it short and friendly.”
  • “Clone my last HubSpot newsletter and update it for this month.”
Creating, editing, and cloning emails works on Marketing Pro. Publishing a marketing email (which actually sends it to recipients) requires Marketing Hub Enterprise or the transactional email add-on on your HubSpot portal.This is enforced by HubSpot on their side — AgentWeb does not hold this permission directly. If publishing fails, check your portal’s entitlements at HubSpot → Settings → Account & Billing or contact HubSpot support.

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Forms

Create and manage HubSpot forms for lead capture, demo requests, event registrations, and more.
  • List all forms and view their fields and submission counts
  • Create a new form with custom fields
  • Update an existing form’s fields or settings
  • View recent form submissions
  • Delete forms
Example prompts:
  • “Create a HubSpot form called ‘Demo Request’ with fields for name, email, company, and phone number.”
  • “Show me the last 10 submissions on my HubSpot contact form.”
  • “Add a ‘Company size’ dropdown to my existing HubSpot demo form.”

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Contact lists

Organize your HubSpot contacts into lists for targeting campaigns, workflows, and outreach.
  • List all contact lists and their sizes
  • Create a new static or active list
  • Add or remove specific contacts from a list
  • Delete a list
Example prompts:
  • “Create a HubSpot contact list called ‘Q3 Webinar Attendees’.”
  • “Add everyone who submitted the demo form in July to my ‘Hot Leads’ HubSpot list.”

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Campaigns

Build and track multi-asset HubSpot campaigns that tie emails, landing pages, forms, and other content together.
  • List campaigns and view their performance metrics
  • Create a new campaign
  • Update campaign settings or dates
  • Add or remove assets (emails, pages, forms) from a campaign
  • Delete campaigns
Example prompts:
  • “Create a HubSpot campaign for our Q4 product launch.”
  • “Show me the performance metrics for my HubSpot summer campaign.”
  • “Add the welcome email and the demo landing page to my Q4 HubSpot campaign.”

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Landing pages

Build HubSpot landing pages for campaigns, ads, and event registrations.
  • List all landing pages and their publish status
  • Create a new landing page
  • Update page content or settings
  • Publish a page
  • Delete pages
Example prompts:
  • “Create a HubSpot landing page for our free trial offer.”
  • “Publish the ‘Summer Sale’ landing page in HubSpot.”
  • “List all my HubSpot landing pages and tell me which ones are live.”
Landing pages can be published or deleted but cannot be taken offline (unpublished) through AgentWeb — HubSpot’s API does not support an unpublish action for landing pages.

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Blog posts

Create and publish blog content directly to your HubSpot blog.
  • List posts and their publish status
  • Create a new blog post from a brief
  • Update an existing post
  • Publish a post
  • Delete posts
Example prompts:
  • “Write a HubSpot blog post about our new integration feature and save it as a draft.”
  • “List all my draft HubSpot blog posts.”
  • “Publish my ‘Q3 Product Update’ blog post in HubSpot.”
Blog post management requires an existing blog set up in your HubSpot portal. Published posts can be deleted but not unpublished through AgentWeb — HubSpot’s API does not support an unpublish action for blog posts.

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Workflows

View and manage HubSpot automation workflows — the sequences that automatically enroll contacts and take actions based on triggers.
  • List all workflows and their details
  • Read a workflow’s steps and settings
  • View workflow performance metrics (historical, by time period)
  • Enable or disable a workflow
  • Delete a workflow
Example prompts:
  • “Show me all my active HubSpot workflows.”
  • “Disable the ‘Old Lead Nurture’ workflow in HubSpot.”
  • “How is my HubSpot onboarding workflow performing?”
Workflow management requires any HubSpot Hub at Professional or Enterprise tier (Marketing Hub, Sales Hub, or Service Hub — any of the three qualifies).
Enabling, disabling, or deleting standard workflows works normally. Workflows that act on sensitive contact data (health, financial, or similar) require HubSpot’s gated sensitive-data scopes, which HubSpot grants via a separate app-approval process. These workflows can’t be managed through AgentWeb until those scopes are in place.

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Social

Schedule and manage social broadcasts through HubSpot’s connected social channels.
  • List connected social channels
  • List scheduled and published broadcasts
  • Create a new broadcast (post) for a channel
  • Cancel a scheduled broadcast
Example prompts:
  • “Schedule a HubSpot social post for our LinkedIn page announcing the new feature — post it tomorrow at 10am.”
  • “List all my upcoming HubSpot social broadcasts.”
Social posts go through HubSpot’s broadcast API (the only social API HubSpot offers). Scheduled broadcasts can be cancelled before they post. Already-published posts can’t be retracted through AgentWeb or HubSpot’s API.

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Disconnect

  • Unlink one list: open CRM → list → External CRM Sync and choose Remove Config. This removes that list’s sync settings but keeps the account connected for other lists.
  • Disconnect the account: open Settings → Accounts, click the HubSpot card, and choose Disconnect. Sync stops immediately for all lists using that account.
Disconnecting never deletes data — previously synced contacts and deals remain in both AgentWeb and HubSpot. You can also revoke access from HubSpot’s side at HubSpot → Settings → Integrations → Connected Apps.

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Troubleshooting

Complete the connect flow in Settings → Accounts first. The External CRM Sync dialog only shows HubSpot accounts that are already connected there — it won’t show anything if you skipped that step.
The stored token expired or the HubSpot account was removed. Click Reconnect HubSpot and re-authorize — your mappings and settings are preserved. The banner clears after the next successful sync.
Check that Allow webhook updates is turned on for the list (CRM → list → External CRM Sync → sync options). If it’s off, HubSpot changes only arrive when you click Pull from HubSpot manually. Note that webhook updates cover contact creates, updates, deletions, and deal property changes (stage, amount, currency).
AgentWeb receives contact deletion events from HubSpot via webhook (when Allow webhook updates is on). If the lead is still appearing, confirm webhook updates are enabled for the list and that the deletion happened after the connection was saved.
The pipeline locks after the first sync. To move deals, open the sync dialog, click Change pipeline, pick the target pipeline, and choose Move deals to this pipeline. Keep in mind that HubSpot’s free tier only supports one pipeline.
Hover the status indicator to see the reason. Common causes: an invalid or missing email address (HubSpot requires a valid email for every contact), or a temporary HubSpot error. Fix the underlying issue and click Push to HubSpot to retry. The status returns to Synced once the push succeeds.
AgentWeb automatically adds lead_list_name and lead_list_id as custom properties to every synced contact. These track which AgentWeb list the contact came from and are required for sync to work correctly — they can be hidden in HubSpot’s contact view but should not be deleted.
Make sure your request includes the word “HubSpot” — without it, Emma may route to AgentWeb’s own campaigns and workflows. Also confirm you connected a Marketing Account (not a CRM Account) and that your HubSpot plan is Marketing Hub Pro or Enterprise.
Publishing a marketing email requires Marketing Hub Enterprise or the transactional email add-on on your HubSpot portal. This is enforced by HubSpot, not AgentWeb. Check HubSpot → Settings → Account & Billing or contact HubSpot support to confirm your entitlements.
If your HubSpot plan doesn’t cover all the scopes AgentWeb requested during OAuth, the connection completes but some features are unavailable. Upgrade your HubSpot plan and reconnect to grant the missing scopes.