Integrate HubSpot CRM and Demandbase

  • Updated


There are two options available for setting up the HubSpot CRM integration:


  • HubSpot Marketing: Professional or Enterprise Subscription
  • You must have Admin privileges within your HubSpot CRM and Demandbase environments. 
  • Important: If installing in a Sandbox, only connect a HubSpot Sandbox to a Demandbase Sandbox. Reach out to your Implementation Manager and confirm you have a Demandbase Sandbox environment.
  • Important: As a best practice, we highly recommend that you create a dedicated HubSpot CRM API user profile. This practice makes it much easier to manage authentication credentials in the event that the dedicated HubSpot user leaves the company or changes roles. 

What does the integration not do?

  • This integration does NOT modify fields that aren't related to Demandbase. 
  • This integration does NOT create new Objects.
  • This integration does NOT create new Records. 
  • This integration does NOT create any user profiles or permission sets.

Steps: Create New HubSpot CRM Integration 

  1. From the left navigation bar, go to unnamed.png Settings Integrated Systems > Integrations. 

  2. Click Create Data Source, and under CRM, click HubSpot.

  3. Toggle on Include CRM? and Active.

  4. Click Save
  5. Log in to HubSpot CRM using admin credentials. Once authenticated, HubSpot is listed on the Demandbase integrations page.

Steps: Update Existing HubSpot MAS Integration to a HubSpot CRM Integration 

  1. From the left navigation bar, go to unnamed.png Settings Integrated Systems > Integrations.
  2. On the Integrations page, click HubSpot
  3. Toggle on Include CRM?
    HS Reauth.png
  4. Click Re-Authenticate. 
  5. Log in to HubSpot, enter admin credentials, and re-authenticate the integration.


The integration creates a bidirectional sync between Demandbase and HubSpot CRM.

Important: The initial data sync may take 2-5 days, depending on volume. You can monitor the progress in Demandbase at unnamed.png Settings > Demandbase-Wide Settings > Data Sync. See Understanding Data Sync Status for more information. 

HubSpot CRM Data in Demandbase

After synchronization, HubSpot CRM account (company) object, people (contact) object, opportunity (deal) object, activities, user data, and all related default fields (properties) are in the Demandbase Database

How to Identify Records from HubSpot CRM

You can identify records synced from HubSpot CRM by adding the Source column to any List table. 

Here is an example of an account list with HubSpot CRM sourced accounts.

Demandbase Data in HubSpot CRM

After synchronization, Demandbase custom fields (properties) are automatically created in HubSpot CRM via an API. See more information at Reference: Demandbase Custom Fields in HubSpot CRM

You can also manually create calculated fields and see additional Demandbase data in HubSpot CRM. See instructions on how to create Demandbase Calculated Fields.

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