Make.com HubSpot Integration

Make.com's HubSpot Modules

Make.com has native modules for every major HubSpot object:

Contacts: Create, Get, Update, Delete, Search Contacts Companies: Create, Get, Update, Delete, Search Companies Deals: Create, Get, Update, Delete, Search Deals, Update Deal Stage Tickets: Create, Get, Update, Close Tickets Emails: Send a Single Send Email, Enroll in Email Sequence Notes and Tasks: Create Note, Create Task Owners: Get All Owners (for assignment) Forms: Get Form, Get Form Submissions Engagement: Log Activity

These modules handle most CRM automation needs. For operations not covered (specific custom properties, complex queries), the HTTP module calls HubSpot's REST API directly.

Connecting Make.com to HubSpot

1. Add a HubSpot module to your Make.com scenario
2. Click "Create a connection"
3. Choose OAuth (recommended) — follow the HubSpot authorization flow
4. Select the HubSpot account to connect
5. Grant the requested permissions and save

The connection is saved — all subsequent HubSpot modules in any scenario can use it.

High-Value HubSpot Scenarios

Scenario 1: New contact enrichment pipeline

1. HubSpot trigger: Watch new contacts (instant trigger via webhook)
2. Apollo HTTP: Enrich by email domain — company size, industry, tech stack
3. Claude HTTP: Score against your ICP, generate a 1-sentence lead summary
4. HubSpot Update Contact: Write enrichment data to custom properties
5. HubSpot Create Task: If high ICP score, assign task to sales rep

Scenario 2: Deal monitoring and alerts

1. HubSpot trigger: Watch deal property changes
2. Filter: Stage changed to "Closed Lost"
3. Claude HTTP: "Based on this deal (company: [company], value: [value], reason: [close reason]), what are the top 2 reasons we likely lost and 1 way to prevent this loss in future deals?"
4. Slack: Send analysis to sales manager channel
5. HubSpot Create Note: Write loss analysis to the deal record
6. HubSpot Update Deal: Tag with loss reason category

Scenario 3: Lead response SLA monitoring

1. Schedule trigger: Every 30 minutes
2. HubSpot Search Contacts: New contacts created more than 2 hours ago with status "New" (not yet assigned/contacted)
3. Filter: Any results found
4. Slack alert: "#sales — [N] leads have not been contacted within 2-hour SLA: [list of names with times]"
5. HubSpot Create Task: For each uncontacted lead, create a high-priority task for the sales manager

HubSpot Custom Properties

Make.com can read and write HubSpot custom properties. To use them:

• In HubSpot, create custom properties for your specific data (ICP Score, Lead Source Details, etc.)
• In Make.com's Update Contact module, use "Add item" under custom properties and enter the internal property name (from HubSpot's property settings) and the value

Custom properties allow storing any data on HubSpot records — enrichment scores, qualification data, AI-generated summaries — without compromising the core HubSpot schema.

Bidirectional Sync Patterns

HubSpot and other tools often need to stay in sync. Make.com handles bidirectional sync with careful deduplication:

HubSpot → Airtable sync:

1. HubSpot trigger: Watch contact updates
2. Airtable Search: Find by email
3. Router: Found vs. not found
4. Update or Create accordingly
5. Set a "Last synced from HubSpot" timestamp to prevent sync loops

Airtable → HubSpot sync:

1. Airtable: Watch new/updated records
2. Filter: Only process if "Source" field ≠ "HubSpot" (prevents loop)
3. HubSpot Search Contact: Find by email
4. Update or Create accordingly

The source-tracking field (Source = "HubSpot") is the key to preventing infinite sync loops where each update triggers the other system to update and vice versa.

Bulk Operations

For processing many HubSpot records at once (e.g., a one-time data migration or batch enrichment):

1. HubSpot Search Contacts/Deals/Companies: Use "Return all results" to fetch all matching records
2. Iterator: Process each record
3. Rate limiting: Add a sleep of 100ms between operations to stay within HubSpot's API rate limits
4. Progress logging: Write progress to Airtable or Slack to track the batch job

HubSpot's API rate limits: 100 requests/10 seconds for standard, 150/10 seconds for Professional. For bulk operations processing thousands of records, plan for the time required.

Recommended Tools

• HubSpot — CRM with full Make.com module support
• Make.com — Automation platform for HubSpot workflows
• Claude API — AI enrichment stored in HubSpot custom properties
• Apollo.io — Enrichment data synced to HubSpot
• Airtable — Secondary data store for HubSpot records
• Slack — Team notifications for HubSpot events