Overview

Warmly integrates with HubSpot to be able to read our customers' CRM data in the Warmly platform and to be able to write key data from Warmly over to our customers' CRM.

In this documentation, we will cover:

1. Setting up the HubSpot integration

2. Reading data from HubSpot to Warmly

3. Writing data from Warmly to HubSpot

4. Hubspot Custom Fields

5. Syncing Chats to Hubspot

6. Syncing prospects and companies via Orchestrations (Outbound Agent)

Connecting the HubSpot Integration

To set up your HubSpot integration for the first, time click the Get Started button in your HubSpot integration tab within Warmly. You will then need to sign into your HubSpot account (unless you are already signed in) and accept a set of basic permissions. Once accepted, you will automatically be brought back to Warmly. The person who integrates your HubSpot with Warmly should be an admin in your HubSpot account with all permissions.

Reading Hubspot Data into Warmly

Warmly reads Company, Contact, and Deal data from HubSpot to enrich records in the platform with relevant CRM context. This data powers features like segmentation and lead routing. In addition to standard HubSpot fields, any custom fields you configure in the integration settings can also be synced to Warmly and used as segments under the CRM Company and CRM Contact categories.

Common use cases include:

• Assigning website visitors to the correct company owner

• Identifying current customers vs prospects

• Powering ICP-based segmentation using CRM fields

How Warmly Matches HubSpot Records

In the Warm Dashboards (Warm Accounts and Visitors), Warmly displays the associated HubSpot record information for identified visitors and accounts. It matches these records using the domain and email address identified for the visitor/account.

For example, if Warmly identifies a visitor associated with the domain yourcompany.com and the email [email protected], Warmly will:

• Search for Company records where the domain matches yourcompany.com

• Search for Contact records where the email matches [email protected]

CRM Data Displayed in Warm Dashboards

If matching records are found, the related HubSpot information will be displayed in the Warm dashboards. For each identified visitor or account, Warmly currently displays the following CRM data in the Warm dashboards:

• Total number of company records with the same domain

• Company, or Contact owner

• Total number of associated contacts

• Total number of associated deals and their stages

• Latest deal close date

What Fields Does Warmly Automatically Read from HubSpot?

When you connect HubSpot to Warmly, the following standard CRM fields are automatically synced into the platform:

Writing Warmly Data Back to HubSpot

When Warmly identifies a company or individual visiting your website, it checks HubSpot to see whether a corresponding record already exists. Based on that evaluation, Warmly either updates an existing record or creates a new one. This process is deterministic, and designed to prevent duplicate records.

Warmly uses clear matching rules to handle deduplication:

Key behaviors to understand

• Warmly never creates new Deals. Deal records can be configured for updates only, not creation.

• Warmly never overwrites populated standard fields. Standard HubSpot fields are only updated if they are currently empty. For example, if a Contact's Title field is blank and Warmly identifies a job title, it can be updated automatically. If Title already has a value, Warmly leaves it untouched.

Understanding Warmly Custom Fields in HubSpot

In addition to creating or updating records, Warmly writes a set of Warmly custom fields to HubSpot. These fields are automatically created on your HubSpot objects upon integration and they provide important context around engagement and intent, including:

• Website activity (e.g. last seen date, total active time)

• Attribution and engagement metadata

This allows reps to understand why a record is relevant, not just who it is. If you've enabled Warmly to write website visitor data into HubSpot, then the following Warmly custom fields will be updated whenever a contact or company visits your website:

When Warmly Custom Fields Are Updated

Warmly custom fields are updated whenever a synced contact or company visits your website - not just at the point of initial record creation. This means your HubSpot records accumulate engagement history over time, giving reps an increasingly complete picture of buying intent.

Using Warmly Custom Fields in HubSpot

These fields are fully native HubSpot fields once created, which means you can use them anywhere in your HubSpot instance:

• Reports & Dashboards — Build reports filtered by Warmly custom fields to surface high-intent companies

• Workflow & Sequences — Trigger HubSpot workflows when Warmly fields change (e.g., enroll a newly Warmly created contact in a HubSpot sequence)

Configuring HubSpot Custom Fields into Warmly

Warmly can read your HubSpot custom fields into the platform, allowing you to build more precise segmentation and workflows based on the CRM data that matters most to your team.

Warmly will not automatically read your custom CRM fields, so you will need to manually add custom fields one by one that you want Warmly to read.

To make a HubSpot custom field available in Warmly:

1. Go to Settings → HubSpot Integration

2. Select the HubSpot object (Company, Contact or Deal)

1. Click + Add field

2. Search & Select the HubSpot custom field

3. (Optional) Set a default value for the custom field

4. Save and re-sync the integration

Mapping values to Custom Fields in Warmly

Warmly allows you to define a “Value if Warmly creates record” for custom fields.

• This value is written automatically when Warmly creates a net-new Company or Contact in HubSpot

• If left empty, Warmly will not write any value to that field for newly created records

If you want values to be assigned dynamically rather than using a static default, you can map user-provided values through Chat.

For example:

• A Chat prompt asks a visitor for their email address

• The visitor’s response is captured by Warmly

• When a new Contact record is created in HubSpot, the email is written directly to the mapped Email field

This approach allows you to populate HubSpot fields using real-time inputs collected during conversations, not just predefined defaults.

Configuring How Warmly Writes to HubSpot

All object-level configuration is managed in Settings → HubSpot, organized by HubSpot object type. For each object, you can control:

• Create: Whether Warmly is allowed to create new records of this type

• Update: Whether Warmly is allowed to update existing records of this type

• Custom Field Mapping: Which custom fields Warmly should read from, what values to write to them

To learn more about how you can configure Warmly to write data to your CRM, see the detailed guide here.

Syncing Chats to HubSpot

Warmly enables your team to sync chats to your HubSpot instance. These toggles are located in Inbound Agent → Chat → Settings:

• Sync chat leads to HubSpot
  Creates/Updates a contact for the visitor who engaged with your chat. We will add an activity on the Activity Timeline with the full chat transcript.

  

Finding Chat Leads in HubSpot

In HubSpot, to identify leads that engaged with your chat:

• Filter on Warmly: Touched = True

• Filter on Warmly: Last Chat Content is not empty

This will show you a list of all prospects who have engaged with your chat.

Syncing Prospects via Orchestrations (Outbound Agent)

Orchestrations let you automatically sync qualified prospects and companies to HubSpot as part of your outbound workflows. This allows Warmly to push high-intent records into your CRM at the right moment, without manual intervention.

To sync records to HubSpot from an orchestration:

1. Create or edit an Orchestration

2. Add a Sync to CRM step

3. Choose HubSpot as the CRM

4. Configure record ownership:

   • Assign all created records to a specific HubSpot user, or

   • Apply a lead route that will assign owners dynamically based on the routing rule.

Identifying Records Created by Orchestrations

Contacts created or updated via an orchestration can be easily identified in HubSpot using Warmly custom fields:

• Warmly: Prospected

  • Set to True when a Contact is created by an orchestration

• Warmly: Prospector Workflow

  • Contains the name of the orchestration responsible for creating or updating the record

These fields make it easy for teams to understand how and why a record entered HubSpot and which workflow drove the action.

Related Articles

• Understand how Warmly writes to your CRM →

• Commonly Asked Questions →

• Preventing Duplicate Data in Your CRM with Warmly →

• Mapping HubSpot IDs in Warmly: Understanding Internal vs User-Friendly Field Values →