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How to use HubSpot CRM and Zapier to close more deals

By Ashley Hockney · August 11, 2021
hubspot-crm-and-zapier primary img

There was a time working in a small but quickly growing company where I realized we had a data and processes problem. At the time, I was using a different system for email list management than I was for tracking important deals. Conversion rates were buried in a lead gen tool. It worked, but not well. Whenever I sat down to judge the effectiveness of a campaign or to segment my lists, I hit a roadblock. That's when we turned to HubSpot.

HubSpot became for us what it is for many others: an all-in-one solution for closing more leads. The customer relationship management (CRM) tool automatically logs emails with your contacts. It helps your sales team navigate and chart opportunities by tracking email conversations, contacts, companies, and deals and tasks—in one seamless package. Your data is consistent across all marketing properties and in one place so you can get a quick skim of what's going on in your business.

HubSpot CRM
Close More Deals with HubSpot CRM

Pair HubSpot CRM with Zapier, and you can stretch the abilities of your all-in-one solution. Zapier is a workflow automation tool that enables HubSpot CRM users to send data seamlessly between the sales tool and thousands of other applications. If you're generating contacts in another app, Zapier can automatically send them to HubSpot so your email list is updated, pristine, and accurate in real-time. Conversely, you can kick off workflows in your other tools when contacts, deals, or companies are updated in HubSpot CRM.

The two tools together give you the power and consistency of a trusted CRM solution with the agility to update, experiment, and play with your existing marketing stack. Here's how the best and brightest are using HubSpot CRM and Zapier to close more deals with less work.

Set up your Zapier-HubSpot integration

With Zapier, you can connect your HubSpot data to all the other tools your team uses, such as Facebook Lead Ads, Google Sheets, Gravity Forms, Wufoo, and Slack—all without writing a single line of code.

Zaps—what we call the automated workflows you use with Zapier—can be created in minutes. Use them to automatically add contacts to HubSpot from new form submissions, send new contacts to mailing lists, and more.

You'll need a Zapier account to use the workflows in this piece. If you don't have an account yet, it's free to get started.

Let's say you're using Google Contacts to manage new leads that you meet. Rather than manually import new contact information on a repeating basis, you can set up a Zap that creates a contact in HubSpot from every new contact in Google Contacts. All of your data is updated in HubSpot from new Google Contacts automatically. You'll save time and never have to worry about human error—something that naturally happens in repetitive work like this.

We have Zap templates throughout this article to help you get started quickly. Click the button below and you'll be guided through setup. 

Update HubSpot contacts from new or updated Google Contacts

Update HubSpot contacts from new or updated Google Contacts
  • Google Contacts logo
  • HubSpot logo
Google Contacts + HubSpot

You can also explore the HubSpot integration page for more recommended Zaps: 

HubSpot CRM Page
HubSpot CRM Page

If you'd like more control over information in your Zap or would like to add additional actions such as filters, you can click here to create a new Zap from scratch. 

Start out by creating your trigger—the event that starts your Zap. You'll connect your contact management app to Zapier:

Choosing Google Contacts as your trigger app.
Choose Your Trigger App

In the action step—the event your Zap performs once it's triggered—connect your HubSpot account to Zapier and customize your action. Notice how you can map very specific information from your first app into detailed fields about your contacts in HubSpot.

Add Contact to HubSpot CRM
Add Contact to HubSpot CRM

From this moment on, whenever a new contact is created in your first app, Zapier will create or update a contact in HubSpot CRM.

This is just one example, of course, and in the world of sales, leads come in from multiple different funnels. Keep them all in one place and get a holistic, accurate, and powerful view of your pipeline using the HubSpot-Zapier integration.

While it's easy to think of this integration as simple—and it is—it's also extremely powerful. The New Contact trigger can send much more than just first name, last name, and email to your other apps.

Depending on what you ask for when you collect a contact in HubSpot, the New Contact trigger has the potential to pass a whole bunch of information to your other apps, such as:

  • Company name: Send this information to a database and check for companies you'd like to partner with.

  • Job title: Pass this information to a spreadsheet, sort by title, and discover what the most common career is for your users to tailor your marketing efforts.

  • City: Expose what city your contacts are from, and decide where you should host your next meetup.

  • Create date: Expose contacts who have worked with you for over a year.

  • Twitter username & follower count; LinkedIn bio & number of connections: Send this information to a database and pinpoint influencers using your tool.

These are just a few fields, but the HubSpot CRM-Zapier integration has dozens of options like this so you can automatically send immense amounts of detailed data to and from your apps. It puts bespoke automation at your fingertips.

Create and update contacts automatically

Contacts, or your leads and customers, are the lifeblood of your business. You likely have new customers coming in from multiple sources—your blog, a recent promotion, organic signups, webinars, and more. However, all the work you put into generating leads is moot if you don't get their information into your system and begin a nurturing process.

Contacts in HubSpot CRM
View Contact Details Within HubSpot CRM

Import new contacts from lead gen tools

As marketing- and sales-minded professionals, we often use multiple tools to generate new leads—often experimenting with the latest cutting-edge apps and replacing those that have come and gone. Using Zapier, you can quickly add a new lead gen tool to your stack and import contacts automatically.

For example, Marcos Pelaez, a marketer at SemcoCAD, uses the HubSpot CRM-Zapier integration to automatically create HubSpot contacts from new leads in Facebook Lead Ads.

"Our website is one of the main sources of training in CAD courses in engineering and architecture. We collect more than 50 leads daily from Facebook and Formularuis and chat. The most important thing for us is to deliver these leads to our telemarketers to serve our customers as soon as possible," Pelaez told us.

"Before Zapier, we took a long time downloading and registering one by one the lead in HubSpot. Now everything is automated. Thanks to that, our response time in Facebook Messenger and Chat-Web decreased."

The same process can be applied to other new lead gen tools like LinkedIn Lead Gen Forms, SumoMe, or LeadPages.

Natalia Bandach, Product Marketing Specialist at Kantox, was one of the first people to use the Zapier-LinkedIn Lead Gen Forms integration just a few days after it launched. To her, it was only natural that she look for a way to integrate lead data with the existing CRM and content management software. Why manually import data when you don't have to?

"We use the integration to keep all our lead data in one place. We use HubSpot and Salesforce on daily basis, and the integration helps us to set alerts and workflows based on the new leads coming from LinkedIn," Kantox told us. "It reduces time and manual workload. Instead of downloading a CSV sheet and then uploading it on a daily basis to HubSpot, we just integrated HubSpot with LinkedIn, and now the flow is automatic."

With new lead gen tools and new experiments, it's essential that today's sales and marketing teams have a quick process to bring leads from other tools into their standard CRM solution.

I would recommend any integration that reduces manual work, so that the team can focus on more value adding tasks.

-Natalia Bandach, Product Marketing Specialist at Kantox

Easily create contacts from business cards

While in-person meetings and events can help create personal connections with your partners, it can be cumbersome to add these contacts to your online databases. Of course, there's an app for that.

Will Curran is the founder of Endless Events. Both in his role and his company, he's the kind of guy who receives a lot of business cards. Doing his due diligence, he manages the process of passing off new contact information to his sales teams by scanning information from business cards using Full Contact. He then uses Zapier to send that information to his sales team via HubSpot CRM. His workflow also includes notifying his team in Slack when information in HubSpot CRM changes.

"I've been using Zapier for a long time now, and when I became a HubSpot customer three years ago, it was natural to start using [the HubSpot-Zapier integration]," Curran told us. "It notifies my team in Slack channel of new leads and notifies multiple people quickly. Also saved me time on having to manually enter business cards into the CRM."

Automatically add Eventbrite contacts to HubSpot

Today's best marketers aren't just working online; they're networking and attending and organizing events. Oftentimes, this is done through Eventbrite. While Eventbrite makes it easy to quickly create a large list of attendees, Zapier can just as easily add these contacts to HubSpot.

Drew Beechler, Marketing Analyst at High Alpha does just this.

"We use Zapier to connect Eventbrite registrations to HubSpot. We regularly host events and have attendees register via Eventbrite. We use Zapier to feed Eventbrite registrations into HubSpot and update fields in HubSpot based on what events people are registering for," Beechler said.

Without this integration, employee time would be spent exporting a CSV, formatting the data, and uploading into HubSpot.

"[The integration] is an incredible value and time saver. I used to do this all manually and kept track via Excel, which was a major pain," Beecher said.

Add contacts from Intercom to HubSpot CRM

As your team's marketing practices evolve, it's possible that you're using Intercom and HubSpot. Luckily, it's as simple as setting up a quick Zap to create new and detailed contact information in HubSpot from your live chat, in-app messaging, or customer support initiatives in Intercom.

Zack Katz, Product Lead at GravityView, uses this integration to add contacts to HubSpot from his Intercom interfaces on his website.

"I wanted to have a way to easily keep track of customer details in a place that was not my website. I wanted to add notes about a customer, including their workplace, family, etc. so that I could better interact with them. Adding to HubSpot was important for that," Katz told us.

Send Zendesk tickets to HubSpot contacts

Some customers need hand-holding, and for that, you've got customer support software. Make sure you track new customers that first reach out to your support team by adding them to HubSpot CRM.

"[We use the integration] to link our CRM with our helpdesk to enable monitoring," said Carole Mcnally of Biomni. "It enables us to view updates to tickets while linked to customers. [It's] very useful for monitoring any issues customers have."

Not only can you create or update contact information, but you can also add contacts to a list based on information from Zendesk. You can also append information coming in from Zendesk as a note about your contacts. 

Add HubSpot new contacts to Google Sheets

While there are a plethora of new apps and tools being released each day, sometimes a good old spreadsheet is exactly what you need.

Create one that's always up-to-date and free of human error without any additional effort by sending information about new contacts added in HubSpot CRM to a Google Sheet.

This works well if you're trying to share a quick list of specific contacts, create a backup of your email list, or set up advanced workflows.

Vishal Sunak of LinkSquares uses the integration for tracking sales metrics like calls, demos, trials, deals.

"[The integration] enables me to automate the tracking of all our sales funnel metrics... number of calls, number of demos, number of free trials, number of closed deals."

Using companies and deals in HubSpot

HubSpot companies and deals are a lesser-known, yet powerful feature—as are the automations you can set up with them.

Here are a few ideas for using this aspect of the integration to save time and convert leads faster. The templates below can help you get started quickly. Just click the button to get started, and you'll be guided through setting up the Zap.

If you work with apps or software not included in this article, don't worry—Zapier works with thousands of apps. Head to our App Directory and search for the one you use, or browse to find the right solution for your needs. Plus, here are 5 things you can do in Zapier's App Directory.

Companies in HubSpot CRM
View Companies Within HubSpot CRM

Take action when new deals are created

When your team is in the loop about new deals, they can close them quicker. Create Zaps that send notifications, create team tasks, or kick off a workflow from new deals in HubSpot CRM.

Create deals from other databases

Set up Zaps that automatically create deals in HubSpot CRM, so your sales team can get to work immediately when new info comes in from your other apps.

Take action when deals enter a stage

Trigger a workflow when a new deal enters a stage and then nurture leads with email sequences, alert your team, create tasks, and more. You can also now associate multiple contacts with a deal and link deals to a company, giving you a better perspective of what's going on within HubSpot CRM.

Keep track of companies using your software

Partnerships with other companies can be powerful, but you won't know what companies are using your product unless you have a way to quickly scan for them. Use this integration's New Company trigger, and send information about a new company to other databases.

Create deals within HubSpot itself or send information to a document in Google Sheet or Excel. You can also ping your team in Slack so your whole team is aware of new companies interested in your business.

Create companies automatically

Automatically create companies within HubSpot from information in your other apps using the Create Company Action. For example, if you're collecting and surveying leads in other tools, pass information about where they work to HubSpot where it's easily searchable and accessible by all team members.

You can even create a Zap that combines multiple apps and steps. For example, when you get an email and label it as "Deal," the Zap can automatically create a company in HubSpot and then trigger a notification in your team's Slack channel.

Find and update companies and deals automatically

Data and information are constantly evolving. With the HubSpot CRM-Zapier integration, you can make sure these changes are automatically reflected in your CRM.

Use the Find Deal or Find Company searches to pinpoint specific companies and deals that already exist in HubSpot. Then use the Update Company or Update Deal Action to automatically update information.

For example, whenever a new attendee registers in Eventbrite, you can search HubSpot CRM for their company and update information about it, like mentioning they registered for this event.

HubSpot and Zapier, better together

Turbo-charge, stretch, and organize your CRM by adding integrations with your favorite apps. Whether you're testing out new lead gen tools, notifying your team, or kicking off nurturing flows, this integration will help you seamlessly send data to and from HubSpot. Zapier integrates with thousands of apps so you can close more deals, faster.

This article was updated in August 2021 by Zapier staff writer Krystina Martinez.

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A Zap with the trigger 'When I get a new lead from Facebook,' and the action 'Notify my team in Slack'