GTM Plays + HubSpot integration

The GTM Plays HubSpot integration sends every lead your LinkedIn agents find into HubSpot as a contact, and can log each LinkedIn reply as a note on that contact's timeline. It connects with a HubSpot access token, checks for an existing contact before creating one, and runs one way, from GTM Plays to HubSpot.

What the integration does

HubSpot describes itself as a customer platform with marketing, sales, service and CRM software (hubspot.com, checked October 2026). GTM Plays finds people on LinkedIn who show buying signals, scores their fit and runs the outreach. This integration keeps HubSpot in step, so your team works leads from the CRM it already uses. See Integrations for every connection.

What syncs

Data flows one way, from GTM Plays to HubSpot. GTM Plays does not read or change your HubSpot records, other than searching for a contact before it creates one.

GTM Plays field	HubSpot contact property
Work email	email
First and last name (split from the full name)	firstname, lastname
Job title	jobtitle
Company name	company
Company website (as https://domain)	website
Phone	phone
Company industry	industry
LinkedIn profile URL	hs_linkedin_url
(fixed value)	lifecyclestage = lead

Duplicates. Before creating a contact, GTM Plays searches HubSpot by email, then by LinkedIn URL, and if neither is known, by exact first name, last name and company. If it finds a match, it leaves that contact alone. If your portal rejects the LinkedIn URL property, GTM Plays carries on without it.

Replies as notes. With "Send lead replies into the contact notes" on (the default), each reply a lead sends on LinkedIn becomes a HubSpot note on the matching contact, with the message text and the date it was received, marked "Logged by GTM Plays". If no contact matches, the "Create the contact on reply if it doesn't exist" option (also on by default) creates one first; turn it off and replies from people not in HubSpot are skipped.

When leads are sent

• New leads, automatically. With "Automatically send new contacts" switched on (it is on by default), every new lead your agents find is sent as it arrives. Contacts you import into an agent count as new leads too.
• One contact at a time. Open any contact's drawer and choose Send to… to send just that person, whether or not automatic sending is on.

Delivery runs in the background after the action that caused it, so finding or importing leads never waits on HubSpot. The result of the last delivery (time, status and any error) shows on the HubSpot card in Settings → Integrations.

How to set it up

1. Create a token in HubSpot. GTM Plays asks for a private app access token with the crm.objects.contacts.read and crm.objects.contacts.write scopes (the in-app help points to Settings → Integrations → Private apps). HubSpot announced on 27 August 2026 that creating new legacy private apps is disabled from 26 October 2026 for existing accounts, while existing private apps keep working (HubSpot developer changelog). If you cannot create one, check HubSpot's current docs for its replacement before you connect.
2. Open GTM Plays. Go to Settings → Integrations and choose HubSpot.
3. Paste the token and press Verify. GTM Plays makes a light authenticated call to confirm it works.
4. Pick your options. Automatic sending, reply notes and create on reply are all on by default.
5. Save, then press Check connection. The check confirms access without creating a test contact in your CRM.

Use cases

• One source of truth. Reps who live in HubSpot see new LinkedIn leads without exporting a file.
• Reply history on the record. Replies land as notes on the timeline, so whoever picks up the contact sees the conversation so far.
• Reporting. New contacts arrive with lifecycle stage "lead", so you can count and route them with your existing HubSpot views and workflows.
• Signal-led prospecting. Pair it with buying signals so HubSpot fills with people showing intent rather than cold lists.

Good to know

• GTM Plays sends people, not companies or deals. It does not create HubSpot companies, deals or tasks.
• Leads with no email can still be created, because GTM Plays matches on LinkedIn URL or name and company.
• GTM Plays writes messages and runs LinkedIn outreach; it does not book meetings by itself. Your team takes the conversation from the reply.

Security and data handling

• Your HubSpot token is encrypted (AES-256-GCM) before it is stored, used only on GTM Plays' servers, never sent back to your browser and never logged. Settings show only its last four characters.
• Empty fields are left out of every request rather than sent as blanks, so GTM Plays never overwrites something you typed in HubSpot with an empty value.
• You can disconnect at any time from Settings → Integrations. Records already created in HubSpot stay there.

Troubleshooting

The integration card in Settings → Integrations shows the last delivery and the error message, if any. The common ones:

• "The key was rejected (401)". The key was revoked, expired or mistyped. Paste a new one and press Verify.
• "The key is missing a permission this needs (403)". Give the key the access listed in the setup steps, then verify again.
• Rate limiting (429). The service asked GTM Plays to slow down. The current delivery stops and the message shows on the card; later leads go out with the next delivery.
• "The service redirected the request". Usually the wrong account region or URL. GTM Plays never follows redirects with your key attached.
• Replies not showing as notes. Check that reply notes are on. With create on reply off, replies from people who are not already in HubSpot are skipped.

Plans and next steps

Integrations are part of the Pro plan at $149 a month, which includes this HubSpot connection. Start with a 7-day free trial, connect HubSpot on day one and watch contacts arrive as your agent finds them. Developers who want to pull contacts into other tools can also use the REST API.