In This Article
Introduction
HubSpot is the CRM of choice for many sales and marketing teams. OpenClaw can integrate with HubSpot to automate lead scoring, contact updates, deal stage alerts, and activity logging. Here's what we're covering: the integration patterns: step-by-step setup, real use cases, cost numbers, and the workflows that save sales teams 10–15 hours per week.
Whether you're a small team on HubSpot Starter or an enterprise on Professional/Enterprise, you'll find actionable steps. We'll cover API authentication, webhook configuration, and the exact automation patterns that work with HubSpot's data model.
HubSpot Setup: Step-by-Step
HubSpot exposes a REST API and webhooks. Create a private app or use OAuth for authentication. OpenClaw's HTTP Skill or a custom HubSpot Skill connects to these endpoints. Store API keys securely. Configure webhooks for real-time updates (new contacts, deal changes) if needed.
Step 1: Create Private App. HubSpot Settings > Integrations > Private Apps. Create app. Name it (e.g., "OpenClaw"). Scopes: crm.objects.contacts.read, crm.objects.contacts.write, crm.objects.deals.read, crm.objects.deals.write, crm.objects.companies.read, crm.schemas.contacts.read, crm.schemas.deals.read. Add more as needed. Generate token. Store securely.
Step 2: Test API. curl -H "Authorization: Bearer YOUR_TOKEN" https://api.hubapi.com/crm/v3/objects/contacts?limit=1. Should return contacts. Verify token works.
Step 3: Configure OpenClaw. HTTP Skill or HubSpot Skill. Base URL: https://api.hubapi.com. Headers: Authorization: Bearer TOKEN. Add to config. Test: agent "list my recent contacts" — should work.
Step 4: Webhooks (optional). For real-time: HubSpot Settings > Integrations > Webhooks. Subscribe to contact.creation, deal.propertyChange, etc. Send to your OpenClaw webhook endpoint. OpenClaw receives event, processes. Requires publicly reachable URL.
Rate limits. HubSpot: 100 requests/10 seconds (varies by tier). OpenClaw should throttle. Don't hammer API.
Lead Management
OpenClaw can triage new leads: score based on firmographic and behavioral data, route hot leads to sales, and draft follow-up sequences. Sync activity back to HubSpot. Human oversight on lead qualification ensures quality.
Scoring workflow. New lead arrives (form, webhook). OpenClaw reads: company size, industry, job title, source. Scores 1–10 based on your criteria (stored in memory). "Enterprise + decision-maker title + demo request = 9." Updates HubSpot contact property: lead_score = 9. Hot leads (8+): alert sales. Warm (5–7): add to nurture. Cold (1–4): auto-respond or archive.
Routing. By territory, round-robin, or load. OpenClaw checks assignee, updates owner. Human approves for high-value. Store routing rules in memory.
Follow-up drafting. Lead hasn't been contacted in 5 days. OpenClaw drafts: "Hi [name], I noticed you downloaded [asset]. Would you like to discuss [relevant topic]?" Sales rep approves, sends. Activity logged to HubSpot.
Real example. B2B SaaS, 50 leads/week. OpenClaw scores, routes to 3 AEs. Hot leads get Slack alert within 5 min. Saves 8 hours/week of manual triage. Lead response time dropped from 4 hours to 15 min.
Contact Enrichment
Enrich contacts with data from emails, LinkedIn (via permitted methods), and other sources. OpenClaw can draft enrichment tasks and update HubSpot records. Respect data privacy and enrichment provider ToS.
Workflow. New contact with email only. OpenClaw (or enrichment Skill) calls Clearbit, Apollo, etc. Gets: company, title, LinkedIn. Updates HubSpot properties. Or: OpenClaw drafts "Research this contact" task for human. Human enriches. Agent logs to HubSpot.
Compliance. Enrichment providers have ToS. GDPR/CCPA: ensure lawful basis. Don't over-enrich. Document sources.
Use Cases with Examples
Deal stage change alerts, pipeline summaries, meeting prep briefings, and follow-up reminders. OpenClaw augments HubSpot workflows with intelligence — understanding context, drafting messages, and flagging opportunities.
Deal stage alerts. Webhook on deal.propertyChange. Deal moved to "Negotiation." OpenClaw: "Deal [name] moved to Negotiation. Value: $X. Last activity: Y. Suggested: send proposal." Post to Slack. AE gets context without opening HubSpot.
Pipeline summary. Daily Heartbeat. OpenClaw queries: deals by stage, value, close date. "Pipeline: $X total. 5 deals in Negotiation. 2 at risk (no activity 7 days)." Email or Slack to sales lead.
Meeting prep. Before call: "Brief me on [contact]." OpenClaw pulls: company, deal history, last emails, notes. Drafts 1-pager. AE is prepared.
Follow-up reminders. "Contacts with no activity in 14 days." OpenClaw lists. Drafts: "Consider re-engaging: [names]." AE prioritizes.
Implementation Checklist
- □ Create HubSpot private app. Configure scopes
- □ Test API access. Verify token
- □ Add HTTP/HubSpot Skill to OpenClaw
- □ Create memory: scoring criteria, routing rules, templates
- □ Configure webhooks if real-time needed
- □ Run in draft-only for 2 weeks. Validate scoring/routing
- □ Enable autonomous for low-risk (e.g., logging)
- □ Document for sales team: what's automated, what's not
Cost Breakdown
OpenClaw: free. HubSpot: your existing plan. Infrastructure: $20–80/month. API: $40–120/month (OpenClaw's LLM calls for scoring, drafting). Implementation: 8–16 hours DIY, or $2,000–4,000 professional. Total: ~$1,500–5,000 first year. Compare to: SDR at $40K–60K/year. OpenClaw augments, doesn't replace — but saves significant time.
Common Pitfalls to Avoid
Pitfall 1: Over-automating lead assignment. Wrong routing damages relationships. Keep human approval for high-value. Use agent for scoring and drafting; human decides.
Pitfall 2: Rate limit hits. HubSpot has limits. Don't poll every minute. Use webhooks for real-time. Batch where possible.
Pitfall 3: Stale data. HubSpot data changes. Agent's context can be stale. For critical decisions, agent should query fresh. Don't cache contact data long.
Frequently Asked Questions
Does OpenClaw work with HubSpot free tier? Yes. API access is available. Some features (webhooks, custom properties) may need paid tier. Check HubSpot docs.
Can we use OAuth instead of private app? Yes. OAuth for multi-tenant or user-specific access. Private app is simpler for single-org. Choose based on use case.
What about HubSpot workflows? OpenClaw and HubSpot workflows coexist. Use HubSpot for simple automation (enroll in sequence). OpenClaw for intelligent (scoring, drafting, context-aware).
Can OpenClaw create deals? Yes, with crm.objects.deals.write. Use carefully. Typically human creates; agent updates. Document who creates what.
How do we handle HubSpot API changes? HubSpot deprecates endpoints. Monitor changelog. Test after HubSpot updates. Version your API calls where possible.
Can OpenClaw integrate with HubSpot Sales Hub and Marketing Hub? Yes. Same API. Contacts, companies, deals, tickets. Marketing Hub: forms, emails. Sales Hub: sequences, meetings. OpenClaw can read/write across objects.
Wrapping Up
HubSpot integration extends OpenClaw's value for sales and marketing. Start with lead scoring or pipeline summaries. Prove value. Expand. OpenClaw Consult helps design HubSpot automation workflows — we've integrated for B2B teams from 5 to 50 AEs.