Hubspot

Sortment lets you push customer data from your data warehouse into HubSpot, so your CRM, email marketing, and automation stay in sync.

📢 Note: HubSpot doesn’t support syncing pre-built audience lists directly. Instead, detailed user information and custom traits are synced in HubSpot, enabling you to build dynamic audiences (Active Lists) directly inside HubSpot.

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1. What you can send to HubSpot

• User Properties: Primary customer data like name, email, phone number, etc., pulled from your data warehouse. You can send this to HubSpot, where it's added as Contact property.

• Custom traits: Fields you define from raw data like "Customer Lifetime Value (CLV) Tier" or "Engagement Level" in Sortment. These become custom properties in HubSpot.

• Data for lists and segments: With detailed user info and calculated traits, Sortment gives HubSpot everything it needs to create dynamic lists and automated workflows.

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2. Setting up your connection

To connect Sortment with HubSpot, you'll need:

• Private App Access Token → How to create a Private App in HubSpot

  • Required permissions: crm.objects.contacts.write crm.objects.contacts.read crm.objects.contacts.write crm.objects.companies.read crm.objects.companies.write

💡 Tip: Create a dedicated app (e.g., “Sortment Sync App”) and limit access only to what’s needed.

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3. How to connect and sync data

Sortment gives you two ways to send data to HubSpot:

3.1 Direct integration setup

Use this if you want to send contact data at a set frequency without building a journey.

• Go to Integrations → Add Destination in Sortment

• Select HubSpot

• Paste your Private App Access Token

• Click Connect

• Choose the data and sync frequency (daily, weekly, etc.)

3.2 Use Sortment journeys with HubSpot connector

Use this for more advanced syncing where you want full control over what’s sent and when.

• Create a Journey in Sortment with a valid trigger event.

• Add a HubSpot API Connector step inside the journey.

• Add your source data – such as users and traits – from your data warehouse.

• Use the following API endpoint:

  • POST /crm/v3/objects/contacts/{contactId}

  • Follow the HubSpot Contacts API Docs to create the complete URL for your account

• Map the fields (email, name, traits) to HubSpot’s format in the payload.

• Set your schedule – daily, weekly, etc. The journey will run automatically and sync fresh data to Hubspot.

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4. How contacts are matched in HubSpot

Contacts are matched using Email address (recommended default)

If the email exists, HubSpot updates the contact. If it doesn’t, a new contact is created.

HubSpot automatically creates any new properties it sees in the sync from Sortment.

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5. Verifying data and using it in HubSpot

Once a sync is complete:

• View contact profiles: Search by email in HubSpot and check the Contact properties tab

• Lists and segments: Use traits like “Engagement Level” to build lists

• Workflows: Trigger campaigns based on customer attributes from Sortment.

• Reports: Analyze revenue, LTV, or engagement using your custom traits