HubSpot Integration Setup

Connect Parsley to HubSpot CRM to automatically sync leads and conversation intelligence.

Connect Parsley to HubSpot CRM for automatic lead and conversation sync. This guide walks you through setup and verification.

Quick Setup

Have a HubSpot account with API access
Navigate to Hub > Integrations in Parsley
Click Connect on the HubSpot card
Authorize Parsley in the HubSpot OAuth popup
Verify the connection shows "Connected" status

That's it. Leads and conversations now sync automatically.

Prerequisites

A HubSpot account - Free CRM works, though some features require Sales Hub. Sign up at hubspot.com if you don't have one.
A Parsley Business account - CRM integrations require a Business plan. Upgrade here if you're on Free.
Admin access to your HubSpot portal - You'll need permission to authorize third-party apps.

Step 1: Connect to HubSpot

From your Parsley dashboard:

Go to Hub in the left sidebar
Click Integrations
Find the HubSpot card
Click Connect

This opens HubSpot's OAuth authorization page. You'll see the permissions Parsley is requesting:

Contacts (read-write) - To create and update Contact records
Companies (read-write) - To associate contacts with companies
Notes (read-write) - To add conversation summaries to records

Click Connect app to authorize the connection.

Step 2: Contact Sync

Contact sync is enabled by default. Here's what happens when you capture a lead:

Parsley Field	HubSpot Property
Email	`email`
First Name	`firstname`
Last Name	`lastname`
Phone	`phone`
Company	`company`
Job Title	`jobtitle`

How it works:

Parsley uses HubSpot's upsert endpoint
If a Contact with that email exists, Parsley updates the record
If not, Parsley creates a new Contact
Companies are auto-associated when the company name is provided

Sync triggers:

Lead capture via contact exchange form
Lead capture via chatbot conversation
Contact form submissions on your profile

Step 3: Conversation Sync

When a prospect has a meaningful chatbot conversation on your Parsley profile, the full context syncs to HubSpot as a Note attached to their Contact record.

What syncs to HubSpot Notes:

Conversation summary - Key points and topics discussed
Lead quality score - Hot, Warm, or Cold based on signals
Intent signal - High intent, Evaluation, Research, or Support
BANT signals - Budget, Authority, Need, Timeline indicators with evidence quotes
Engagement metrics - Message count, session duration, return visitor status
Knowledge gaps - Questions Parsley's AI couldn't answer

Example Note in HubSpot:

Parsley Conversation Summary

Lead Quality: Hot
Intent Signal: High Intent

BANT Signals:
• Budget: "We've allocated $50k for this quarter"
• Authority: Decision maker (VP Sales)
• Need: "Our current solution doesn't integrate with HubSpot"
• Timeline: "Looking to implement by end of Q1"

Engagement:
• Messages: 12
• Duration: 8 minutes
• Return visitor: Yes

Key Topics:
• Integration capabilities
• Pricing for teams
• Implementation timeline

This context appears in the Contact's activity timeline before your first call.

Step 4: Verify the Connection

Check the integration status - The HubSpot card should show "Connected" with your portal ID
Capture a test lead - Use your own email to fill out your profile's contact form
Check HubSpot - Within a few seconds, you should see a new Contact record (or an updated one if you already exist)
Have a chatbot conversation - Ask a few questions on your profile's chatbot
Check the Contact's timeline - The conversation summary should appear as a Note

Troubleshooting

"Connection Failed" Error

Make sure you're logged into the correct HubSpot portal
Check that you have admin permissions to authorize third-party apps
Try disconnecting and reconnecting

Leads Not Syncing

Verify the integration shows "Connected" status
Check that you're on a Parsley Business plan
Ensure the lead has a valid email address (required for HubSpot matching)

Conversations Not Appearing as Notes

Conversation sync only triggers for substantive conversations (3+ messages)
Check that the prospect's email exists as a Contact in HubSpot
Notes appear in the Contact's activity timeline, not as a separate view

Rate Limit Errors

HubSpot allows 100 requests per 10 seconds for private apps. If you're capturing many leads simultaneously, some syncs may be delayed. Parsley automatically retries with exponential backoff.

What's Next

Learn why teams use HubSpot with Parsley
Build HubSpot workflows to automate follow-up based on synced lead data

Questions? Contact us or email peter@parsley.id.