HubSpot integration overview

Overview

HubSpot is a customer relationship management (CRM) platform that centralizes marketing, sales, and customer success. Persona’s HubSpot integration lets you automatically create and update CRM records and surface relevant identity context from Persona so go-to-market and operations teams can act faster with complete information.

This integration is especially useful for operations, support, and sales teams looking to reduce manual data entry, keep CRM data fresh, and trigger downstream actions from Persona events via Workflows.

Benefits

Automated Record Management: Create and update HubSpot contacts automatically when key identity events occur in Persona—eliminating repetitive manual work.

Real-Time Context Sync: Keep HubSpot in sync with the latest verification outcomes and profile details from Persona.

Two-Way Workflows: Enable closed-loop processes by finding and enriching CRM records directly from Persona.

Integration Features

The HubSpot integration enables teams to manage CRM records as part of any Persona workflow. Key capabilities include:

• Create Contact: Add a new contact in HubSpot with mapped Persona attributes and optional associations.
• Update Contact: Update existing contact properties as investigations progress.
• Retrieve a Contact: Retrieve a single contact by ID or email to reference details in Persona.
• List Contacts: Pull a paginated list of contacts with selected properties.
• List Companies: Retrieve companies with filters for properties and pagination.
• Retrieve a Company: Look up a single company by ID to confirm details or link records.

Setting up the HubSpot integration

Prerequisites

To set up the HubSpot integration, ensure you have:

• Admin access to your HubSpot account
• Necessary API permissions to access HubSpot credentials

Setting up the HubSpot credentials

1. In the Persona Dashboard, navigate to Integrations > Marketplace, then click on HubSpot.
2. Select HubSpot and click Add Credential.
3. Give the credential a clear name (for example, “HubSpot — Production”).
4. Follow the prompts to sign in and grant Persona access to your HubSpot workspace.
5. Confirm the connection status shows as Connected.

Using the HubSpot integration in a workflow

1. Open Workflows in the Persona Dashboard and edit or create a workflow.
2. Add a step and choose Workflow Action > HubSpot.
3. Select an action.
4. Choose your HubSpot credential and map Persona fields to HubSpot properties.
5. Save and publish the workflow.

HubSpot Operations Overview

In addition to syncing field values, Persona can create new contacts, update existing contacts, and retrieve contacts and companies using HubSpot’s API. These actions support seamless two-way workflows, letting teams manage investigations without switching platforms.

See below for a comprehensive list of available Workflow Action steps and possible configurations for the HubSpot integration:

Listing endpoints

• List companies — Pull a list of companies from HubSpot to locate and link the right account during an investigation. Control which properties you return and paginate through larger result sets.
• List contacts — List contacts to find or filter records relevant to a case—useful for linking existing CRM profiles or confirming if a contact already exists. You can paginate results and choose the properties to return.

Create Contact

Create a new HubSpot contact using property values sourced from Persona (for example, email, first name, last name, phone). You can also associate the contact to other HubSpot objects when needed.

Configuration Steps:

• Provide values for required fields:
  • Properties: Provide at least one writable contact property (for example, email, firstname, lastname).
• Optionally add:
  • Additional Properties: Include any standard or custom contact properties your team uses (for example, lifecycle stage, job title, website).
  • Associations: Link the contact to another record by specifying the target object’s ID and association type.

Update Contact

Update an existing contact’s properties to reflect new information from a Persona event (for example, status change, updated phone, or lifecycle stage). Target the record by its HubSpot contact ID.

Configuration Steps:

• Provide values for required fields:
  • Contact ID: The HubSpot ID of the contact to update.
  • Properties: Provide the properties and values to overwrite.
• Optionally add:
  • Additional Properties: Include any other writable properties you want to refresh (including custom fields).

Retrieve Contact

Retrieve a single contact to confirm details or to use selected fields later in your workflow. You can identify the contact by HubSpot ID, or look it up by email when configured to search by that property.

Configuration Steps:

• Provide values for required fields:
  • Identifier: Choose to look up by Contact ID, or use Email as the unique identifier.
• Optionally add:
  • Properties to Return: Specify which properties to include.
  • Include Associations: Optionally return IDs of associated records.
  • Archived Filter: Choose whether to include archived records.

Retrieve Company

Retrieve a single company by ID to confirm attributes or enrich your case context in Persona. Select the fields you care about to minimize noise.

Configuration Steps:

• Provide values for required fields:
  • Company ID: The HubSpot ID of the company to retrieve.
• Optionally add:
  • Properties to Return: Specify which company properties to include.
  • Archived Filter: Choose whether to include archived records.

FAQs

Can I look up a contact by email?

Yes. When retrieving a single contact, you can look up by a unique property like email instead of the contact ID. Configure the step to use email as the identifier and provide the contact’s email address.

What happens if I try to create a contact that already exists?

If a record already exists that uses the same unique property value (such as email), HubSpot may return a conflict indicating a duplicate. In that case, use Get Contact or Update Contact instead of Create Contact.

Do you support custom properties?

Yes. You can map any writable contact or company property available in your HubSpot account, including custom fields, when creating, updating, or retrieving records.

Third-party integrations are available to Enterprise and managed Growth customers. If you're interested in third-party integrations, please reach out to your Customer Success Manager or contact the Persona support team.

Plans Explained

	Startup Program	Essential Plan	Growth Plan	Enterprise Plan
Hubspot Integration	Not Available	Not Available	Available	Available