HubSpot

HubSpot is a comprehensive customer relationship management (CRM) platform that unifies marketing, sales, service, and operations teams with its integrated suite of tools. This centralized hub helps businesses attract, engage, and delight customers by managing customer interactions and data in one place.

MoEngage × HubSpot

The integration of MoEngage and HubSpot empowers businesses to enhance their marketing and sales initiatives through seamless data synchronization. With this integration, you can:

• Synchronize contacts, deals, and more from HubSpot to MoEngage.
• Import sales activities like calls, tasks, and meetings as behavioral events.
• Capture custom modules for comprehensive customer profiling.

Use Cases

Integrating HubSpot with MoEngage helps you with the following use cases:

• Nurture qualified leads : Send personalized MoEngage campaigns based on lead scoring and lifecycle stage progression in HubSpot.
• Re-engage lost opportunities : Send targeted win-back campaigns when deals are marked as Closed Lost to re-engage prospects.
• Trigger lifecycle campaigns : Automatically send a welcome series when contacts move to the Customer lifecycle stage.

Sync Modules

The following table outlines the default sync type for each module:

Module	MoEngage Sync Type
Contacts	Users
Leads	Users
Companies	Users (Synced with Contacts and Deals)
Deals	Events
Tickets	Events
Tasks	Events (custom)
Calls	Events (custom)
Meetings	Events (custom)
Custom Modules	Users/Events (custom)

Company Information: The Companies module is also supported. To ensure your data is always current, associated company information is synced with your Contacts and Deals records, respectively.

Integration

Prerequisites

Ensure you have access to workflow and webhook capabilities within your HubSpot account.

Step 1: Get Your MoEngage Endpoint

To get a dedicated endpoint for your integration, please contact the MoEngage Support team. In your request, you must specify the common identifier used to link user profiles between MoEngage and the partner platform.

Step 2: Create a Workflow in HubSpot

To set up a workflow, perform the following steps:

1. On the sidebar menu in your HubSpot dashboard, hover over the Automation icon . The Automation menu appears.
2. Click Workflows.
3. On the Workflows page, click Create workflow in the upper-right corner.
4. In the Create workflow list, select From scratch.
5. Now, select an event type and a primary object for your workflow, such as a Contact , Deal , and so on.
6. Next, set up triggers and use the filter to define the specific enrollment conditions. For example, you can trigger the workflow when a Contact Property (Lifecycle Stage) or a Deal Stage is updated.
   

Step 3: Configure a Webhook Action

To configure a Webhook action, perform the following steps:

1. After you configure your trigger actions, click Next to proceed.
2. In the Choose an action section, select Data Ops > Send a webhook.
3. Provide the following details:

HubSpot Section	Description
Method	POST
URL	Enter the dedicated Webhook URL provided by MoEngage in the following format: https://api-0X.moengage.com/v1/partner/hubspot/{events/user}/?configName={config_name}
Custom Headers	Headers In the Authentication type list, select API Key. This selection populates a dependent drop-down list. Click Add secret. The Add secret pop-up window appears. In the Secret name box, type Authorization. In the Secret value box, type the basic token you generated. For more information, refer to the Authorization section. Click Save. In the API key list, select the secret you created from the list. In the API key location list, select Request header. Authorization Generate a Basic Authentication Token using an online Basic Auth Header Generator tool. You must enter your Workspace ID as username and Data API Key as password. To find your credentials, perform the following steps: On the MoEngage UI, navigate to Settings > Account > APIs. Copy the ID under Workspace ID (earlier app id). Copy the Data under API keys. Your Basic Authentication Token is a combination of Workspace ID and Data. For example, paste the following value as your Basic Authentication Token: Basic Qk5CR1NNNUR4eHh4eHhWQ1hSRFJEWTdSOlFsWHVoTHVaeHh4eHh4QWQrQnBYUEotNw== Note : Ensure the token is copied completely without extra spaces.

Step 4: Configure the Request Body

To configure the webhook payload, perform the following steps:

1. In the Request Body section, select the Customize request body check box.
2. Add the following details based on the synchronization type (Users or Events):

Field Name	Data Type	Value
Contacts
customer_id	Property	123456789
event_name	Static	User Signed Up
modified_time	Property	2025-09-07T11:02:16Z
u_fn	Property	John
u_ln	Property	Doe
u_em	Property	[e-mail]
u_mb	Property	[phone]

You can add additional properties for your specific use case using the Add property and Add static value options if needed.

• customer_id : This must be a unique and permanent ID across all syncs.
• modified_time & type : These are required for both user and event data syncs.
• event_name : This is required for event data to allow for proper categorization and segmentation in MoEngage.
• User attributes (u_*) : This is required for user data but optional for event data.

Data Mapping Guidelines

• Unique Identifier (Customer ID) : Use a consistent, immutable unique identifier (like an external_id, email address, or phone number) from your HubSpot CRM data. Map this value to the customer_id field in your MoEngage payload. This is critical for data merging and preventing duplicate user profiles.
• Required Fields : All payloads must include the customer_id, modified_time, and type fields. These are essential for proper data processing, lookups, and segmentation.
• Type : Specify the record type as “Contacts,” “Leads,” or “Deals” for accurate segmentation and targeting in MoEngage.
• Event Name : Include the event_name in every event to identify and categorize actions in MoEngage. This ensures all events are tracked accurately for analysis and segmentation.