HubSpot integration
Connect HubSpot to 11x with the native connector. Authorize access, map properties, set exclusion rules, and verify bi-directional sync before launch.
HubSpot connects to 11x through a native connector. You authorize it, map objects and properties, configure exclusion rules, and verify a test record end to end. The mapping step matters more in HubSpot than elsewhere because lifecycle stage and deal state are what stop a digital worker contacting a record your team already owns.
Who this applies to: 11x workspace Admins with HubSpot admin access. This is a prerequisite for launching either digital worker.
Prerequisites
| Requirement | Why |
|---|---|
| HubSpot user with object access | The connector acts with these permissions |
| Access to the properties you'll map | Unmapped or invisible properties fail silently |
| Your lifecycle stage definitions | Drives exclusion rules |
| A test Company and Contact | For end-to-end verification |
Step 1 — Authorize the connection
Open the integration
In 11x, go to Settings → Integrations and select HubSpot.
Authorize
Complete the authorization flow and select the HubSpot account to connect. Confirm the requested scopes cover every object you intend to sync.
Confirm the portal
If your company has multiple HubSpot portals, verify you connected the one your GTM team actually uses.
Step 2 — Map objects and properties
| HubSpot object | Used for |
|---|---|
| Company | Firmographics, owner, customer status |
| Contact | Contact detail, role, lifecycle stage |
| Deal | Open-deal exclusion, closed-lost revival plays |
| Owner properties | Routing and ownership exclusions |
| Custom properties | Segment, tier, or region fields your ICP depends on |
| Data | Typical destination |
|---|---|
| Emails sent and replies | Engagement / activity timeline |
| Call status, outcome, transcript | Call engagement plus custom properties |
| Qualification result and ICP score | Custom Contact properties |
| Research summary | Custom multi-line text property |
| Meeting booked | Meeting engagement |
| New inbound contacts | Auto-created Contact, associated to a Company |
Create dedicated custom properties for 11x output rather than reusing existing ones. HubSpot workflows and lists often depend on existing properties in ways that aren't obvious until something breaks.
Step 3 — Configure exclusion rules
Exclude, at minimum:
- Companies with an open Deal
- Contacts whose lifecycle stage is Customer
- Records with an assigned owner, where your policy reserves them
- Competitors, partners, and your do-not-contact list
- Contacts who have opted out of communication
HubSpot lifecycle stage is frequently inconsistent across teams. Audit it before launch — if "Customer" isn't reliably set, that exclusion won't protect your installed base.
Step 4 — Verify the sync
Check the read direction
Confirm 11x sees a test Company with the right owner, deal state, and custom properties.
Run a test record through a motion
Send one test outreach or run one inbound lead.
Confirm the write direction
Check the Contact timeline for the activity, and the custom properties for the score and outcome.
Confirm an exclusion fires
Take a record that should be excluded and verify the digital worker skips it.