HubSpot Integration
Noa Lembersky avatar
Written by Noa Lembersky
Updated over a week ago

In this article, you will learn how to connect HubSpot to Forwrd and how to use it as a source when creating a scoring model.

Introduction to this integration

Adding HubSpot to Forwrd makes it easy to analyze and score your leads and customers by matching historical data (i.e., engagement, firmographics, demographics) against a business objective, to ultimately predict who will convert and why.

Here are some examples of use cases:

  • Predict which leads will become MQLs

  • Predict which MQLs will become Opportunities

  • Predict which Opportunities will become Paying customer

  • Predict which Customers will Expand

  • Predict which Customers will Churn

In addition to HubSpot, you are encouraged to add more data sources, in order to develop a holistic, unbiased scoring model that takes into account ALL relevant user touch points.

What you need to get started:

  • A account

  • A HubSpot account

Setting up the integration

  1. To connect HubSpot to Forwrd, navigate to the 'sources' layer.

  2. Click 'New Source' and select HubSpot.

  3. Give your source a name that anyone accessing Forwrd can easily recognize.

  4. From there, log in to HubSpot like you normally would.

Once done, HubSpot will show up as a source in your 'Sources' panel in Forwrd.

Click the 'three dots' icon to see more functions you can perform with this source. For example, you can share this source with another team member who uses Forwrd, and you can also test the connection to this source.

Please note! If you are unable to connect HubSpot to Forwrd, please be sure you have ׳App Marketplace access׳ in your HubSpot instance.


Thanks for taking time to review these instructions.

If you need further help setting things up, or if you’d like to see a personalized, in-depth demo of Forwrd –book a demo with us, we'd love to help!

Did this answer your question?