HubSpot Integration

Overview

HubSpot is a leading customer relationship management platform.

With the HubSpot integration enabled, accounts on all paid plans can manually create new HubSpot companies from Store Leads domains. Existing HubSpot companies can also be manually updated.

Accounts on the Pro or Elite plans can also:

Update all existing HubSpot companies and contacts with the latest Store Leads data. This can be configured to happen automatically as soon as we refresh our data (weekly) or triggered manually.
Automatically update HubSpot companies and contacts when they are manually created or modified within HubSpot.
Automatically create new HubSpot companies for any new stores on a list.
Automatically create new HubSpot contacts from the non-personal email addresses in the Store Leads database.
Export domains to a CSV file that is compatible with HubSpot CSV import. This is useful for initially creating companies in HubSpot or for manual bulk updates.

Enabling the HubSpot Integration

To enable the HubSpot integration, visit the Integrations page in the Dashboard and click on HubSpot.

HubSpot Integration Summary.
You'll see a page that summarizes the HubSpot integration. Click the enable button to proceed.

Enable HubSpot Integration.
At this point, you may be asked to login to your HubSpot instance. You'll also be asked for permission to allow Store Leads to manage data in your HubSpot instance. You must approve this request in order to use the HubSpot integration.

Once you approve the request, your HubSpot integration will be enabled. As soon as the integration is enabled, we scan your HubSpot instance to determine the overlap between companies in HubSpot and domains in the Store Leads database.

Disabling the HubSpot Integration

If you wish to deactivate the integration, simply click the disable button.

Disable HubSpot Integration.

Configuring the HubSpot Integration

After the integration is enabled, choose which objects within HubSpot should be enriched. Enrichment of companies, contacts and even custom objects is supported.

HubSpot enrichment configuration.

Next, review the available configuration options.

HubSpot configuration.

Create new contacts in HubSpot. When this option is enabled, we will automatically create new HubSpot contacts (using our generic company email addresses), whenever we create a new company in HubSpot.
Do not create separate HubSpot companies for each of the merchant's subdomains. When this option is enabled, we will automatically create new HubSpot If a merchant has 3 separate domains (www.merchant.com, uk.merchant.com and merchant.ca), only a single company (with the highest ranked domain) will be created in HubSpot if this option is enabled.
Send Daily Integration Error Email. Enable this optoin to receive a daily email of any errors that occurred when trying to enrich records.

Company Enrichment

By default, Store Leads will automatically enrich HubSpot companies every week when we publish our weekly data update. HubSpot companies are also enriched as soon as they are created or changed. HubSpot companies are only enriched if they have a Domain Property that matches a store in our database that your plan can access.

HubSpot Company Properties

By default, Store Leads data will be set in the following company properties.

sl_alexa_rank

The Alexa rank for the domain - a measure of the store's popularity relative to all other stores.

sl_average_product_price

The average price of products sold in the company's store. Values in the major unit of the store's currency (e.g., dollars of USD).

sl_categories

A list of the company's store categories. Categories represent the stores's industry vertical (e.g., '/Apparel' or '/Beauty & Fitness/Face & Body Care')

sl_city

The city where the merchant is located (if known)

sl_source

The source of company creation (Store Leads)

sl_country

The store's country code

sl_created_at

The date at which the company's store was created.

sl_currency_code

The 3-letter ISO currency code used on the company's store.

sl_description

A text description of the company's store. Generally used to describe the goods and services provided by the merchant. Comes from the meta description tag on the stores's home page.

sl_plan

The name of the ecommerce platform's pricing plan that the merchant is using (if known). e.g. 'Shopify Plus'

sl_platform

The ecommerce platform of the company's ecommerce store. (e.g., shopify or magento)

sl_email_addresses

The email address(es) listed on the company's store.

sl_employees

The number of employees working at the company that runs the store (if known).

sl_estimated_sales

The store's estimated monthly sales (based on traffic estimates to the store's website). Values in USD dollars

sl_facebook_account

The name of the company's Facebook account.

sl_facebook_followers

The number of Facebook followers.

sl_facebook_followers_30d

The change in the number of Facebook followers over the last 30 days.

sl_facebook_followers_30dp

The change in the percentage of Facebook followers over the last 30 days.

sl_facebookgroup_account

The name of the company's Facebook group.

sl_facebookgroup_followers

The number of Facebook group followers.

sl_facebookgroup_followers_30d

The change in the number of Facebook group followers over the last 30 days.

sl_facebookgroup_followers_30dp

The change in the percentage of Facebook groupfollowers over the last 30 days.

sl_features

A list of features enabled on the domain. e.g., 'Shopify Pay'

sl_instagram_account

The name of the company's Instagram account.

sl_instagram_description

The biography of the Instagram account.

sl_instagram_business_email

The business email of the Instagram account.

sl_instagram_business_phone

The business phone number of the Instagram account.

sl_instagram_category

The business category of the Instagram account.

sl_instagram_followers

The number of Instagram followers.

sl_instagram_followers_30d

The change in the number of Instagram followers over the last 30 days.

sl_instagram_followers_30dp

The change in the percentage of Instagram followers over the last 30 days.

sl_instagram_posts

The number of Instagram posts.

sl_last_crawled_at

The date at which the store's website was last crawled.

sl_linkedin_url

The url of the store's LinkedIn page (if any)

sl_magento_apps

A list of Magento apps installed on the company's store

sl_merchant_name

The name of the merchant that is selling on the company's store.

sl_monthly_app_spend

The estimated amount the company spends on ecommerce apps every month.

sl_phone_numbers

The phone number(s) listed on the company's store.

sl_pinterest_account

The name of the company's Pinterest account.

sl_pinterest_followers

The number of Pinterest followers.

sl_pinterest_followers_30d

The change in the number of Pinterest followers over the last 30 days.

sl_pinterest_followers_30dp

The change in the percentage of Pinterest followers over the last 30 days.

sl_pinterest_posts

The number of Pinterest posts.

sl_plan_changed_at

The date at which the company's changed to a new ecommerce plan (if any).

sl_platform_rank

The Store Leads platform rank for the domain - a measure of the store's popularity relative to all other stores on the same platform.

sl_product_count

The number of products sold on the company's store

sl_pic_30

The number of product images added in the last 30 days. Collected for Shopify stores only.

sl_pic_365

The number of product images added in the last 365 days. Collected for Shopify stores only.

sl_pic_90

The number of product images added in the last 90 days. Collected for Shopify stores only.

sl_rank

The Store Leads rank for the domain - a measure of the store's popularity relative to all other stores.

sl_redirects_to

The domain that the company's store redirects to. Only set on domains in Redirects state.

sl_shopify_apps

A list of Shopify apps installed on the company's store

sl_state

The state or province where the merchant is located (if known)

sl_status

The store's status (e.g., active or inactive)

sl_aliases

A list of alternate domain names for the company's store.

sl_domain

The domain of the company's ecommerce store.

sl_language

The language used on the store's ecommerce website

sl_tags

The Store Leads tags for the store's ecommerce website

sl_technologies

A list of third-party technologies installed on the company's store

sl_tiktok_account

The name of the company's TikTok account.

sl_tiktok_followers

The number of TikTok followers.

sl_tiktok_followers_30d

The change in the number of TikTok followers over the last 30 days.

sl_tiktok_followers_30dp

The change in the percentage of TikTok followers over the last 30 days.

sl_title

The title tag on the stores's home page.

sl_twitter_account

The name of the company's Twitter account.

sl_twitter_followers

The number of Twitter followers.

sl_twitter_followers_30d

The change in the number of Twitter followers over the last 30 days.

sl_twitter_followers_30dp

The change in the percentage of Twitter followers over the last 30 days.

sl_twitter_posts

The number of Twitter posts.

sl_youtube_account

The name of the company's YouTube account.

sl_youtube_followers

The number of YouTube followers.

sl_youtube_followers_30d

The change in the number of YouTube followers over the last 30 days.

sl_youtube_followers_30dp

The change in the percentage of YouTube followers over the last 30 days.

sl_zip

The ZIP or postal code of the merchant (if known)

Use the "Company Property Mappings" section to customize the mappings between Store Leads data and HubSpot company properties.

HubSpot Company Property Mapping.

Manual Creation of HubSpot Companies

The HubSpot integration allows you to manually create companies in HubSpot from Store Leads domains. To do so, open the HubSpot integration menu by clicking on the HubSpot icon in the integration bar (which is in the top right corner of the page when you are looking at domain details in Store Leads).

Integration Bar.

As long as the domain does not already exist in HubSpot, you'll be given the option to create a HubSpot company for the domain.

Create HubSpot Company.

As soon as you click Create HubSpot Company, Store Leads will create a new HubSpot company for the domain and set all the standard and custom fields configured for the integration.

Manual Update of HubSpot Companies

When you're looking at a domain in Store Leads that already exists as a HubSpot company, the HubSpot integration menu allows you to Open in HubSpot (which opens the HubSpot company in a new browser tab) and Update HubSpot Company. Clicking on the latter will immediately update the HubSpot company with all standard and custom fields configured for the integration.

Update HubSpot Company.

Bulk Creation of HubSpot Companies

The easiest way to bulk create companies within HubSpot is to create a List and then synchronize that list to Hubspot.

Bulk Creation of HubSpot Companies (via CSV Import)

To bulk create new HubSpot companies, you can also use the Export tool to export data from Store Leads and then import it into HubSpot. When exporting, select the HubSpot Company CSV format. Since HubSpot does not let you upload a CSV that mixes new and existing companies, the resulting CSV file will only include domains that do not already exist in HubSpot.

HubSpot Company CSV Export Format.

Follow the HubSpot instructions for uploading the resulting CSV to HubSpot. You'll be asked how to handle fields that conflict with existing information (overwrite or ignore) and you'll be given the option to apply custom tags.

Note: this feature is only available to accounts on the Pro or Elite plans.

Bulk Update of HubSpot Companies (via CSV Import)

To bulk update existing HubSpot companies, use the Export tool and select the HubSpot Company Update CSV format. The resulting CSV file will only include domains that already exist in HubSpot. Each row will include a unique identifier to ensure that duplicates are not created.

Note: this feature is only available to accounts on the Pro or Elite plans.

Automatic HubSpot Company Updates On New Store Leads Data

By default, we automatically keep the data you store in HubSpot in sync with the latest data on Store Leads by updating all your HubSpot companies as soon we publish new data (done weekly, typically on Mondays or Tuesdays).

You may disable this behavior by unchecking the "Enrich Companies" option.

HubSpot Enrich Companies Option.

Instead of waiting until the next weekly data update, it is possible to manually trigger enrichment of all existing HubSpot companies. This can be useful if you change your Company Property Mappings and want the apply the changes to all HubSpot companies. To do so, click the "Enrich All Companies Now" button.

Enrich All Companies Now.

Note: this feature is only available to accounts on the Pro or Elite plans.

Automatic HubSpot Company Updates On Changes within HubSpot

When a new company is created or updated within HubSpot (e.g., manually creation in the HubSpot UI), we'll automatically update it immediately with all our available data.

Note: this feature is only available to accounts on the Pro or Elite plans.

Automatic HubSpot Company Creation On New Store Leads Data

New HubSpot companies can automatically be created during our weekly data updates for any new stores on a list.

To enable this functionality, go to any list and check the following option:

Create New in HubSpot.

Every week, as soon as we complete our data update, we'll find all lists that have this option enabled. We then find all stores on the list and a new HubSpot company will be created for all stores that do not already exist in HubSpot.

As an example, you can define a list as a saved search that contains all stores with at least 250,000 Instagram followers. By enabling this option on the list, you can ensure that your HubSpot instance will include all companies that have at least 250,000 Instagram followers (both now and in the future).

Note: this feature is only available to accounts on the Pro or Elite plans.

Activity Timeline

It is possible to send various events to the HubSpot activity timeline for companies. For instance, you may choose to send technology install/uninstall events so that you can define HubSpot workflows that are triggered when a store installs a specific technology.

For more information, see our documentation on Workflows.

Note: this feature is only available to accounts on the Pro or Elite plans.

Contact Enrichment

Existing HubSpot contacts can be automatically enriched every week when we publish our weekly data update. Contacts will only be enriched if they are linked to a HubSpot company and that company has a Domain Property that matches a store in our database that your plan can access. It is also possible to enrich HubSpot contacts as soon as they are created or changed. To enable this, check the "Enrich contacts" option.

HubSpot Enrich Contacts Option.

HubSpot Contact Properties

Use the "Contact Property Mapping" section to customize the properties set on contact objects. The list of available properties for contacts is the same as the list of properties available for companies (see "HubSpot Company Properties" section above).

Automatic HubSpot Contact Creation

To create new contacts in HubSpot every time when we enrich HubSpot companies, enable the "Create new contacts in HubSpot" option. A separate contact will be created for each non-personal email address in the Store Leads database.

HubSpot Create Contacts Option.

Showing HubSpot Data Within Store Leads

To view HubSpot data directly within Store Leads, go to the HubSpot tab in the store details.

Store HubSpot details.

Here are more details on displaying HubSpot data within Store Leads.

Search Filter

With the HubSpot integration enabled, new search filters are available that can be used to show all stores in the database that also exist as companies (or contacts) in your HubSpot instance. This filter is also supported in Advanced Search, allowing you to filter out stores that already exist in HubSpot (a great way to look at new leads).

Integration search filter.

To filter out stores that already exist in HubSpot, run an Advanced Search, and create a filter on the "Integration Companies" field with Operation set to "Not Or".

Advanced search to filter out stores that already exist in your CRM.

Notes:

The screenshots above show values for Salesforce, but you'll see the equivalent values for HubSpot.
These search filters are currently only updated once every 24 hours. If you just enabled the HubSpot integration, the filters won't show up until tomorrow. This restriction will be removed soon.
These search filters are only available to accounts on the Pro or Elite plans.

Search Results

HubSpot data can be displayed as a column in search results. To do so, customize the columns displayed in search results to include "HubSpot Company".

This provides a way to visually filter search results by showing the stores that already exist in HubSpot. You can also click on the "HubSpot Company" link to open the HubSpot Company page directly from search results.

Store Details

With the HubSpot integration enabled, a new "HubSpot" tab is available when viewing store details.

Store CRM details.

The list of fields to display for HubSpot Companies and Contacts can be fully customized. Data display is fetched on demand from the HubSpot API and is never stored by Store Leads. For more details, read displaying HubSpot data within Store Leads.

Chrome Extension

It's also possible to display data for HubSpot Companies and Contacts within the Store Leads Chrome Extension.

Best Practices

Connect your organization to HubSpot using a dedicated HubSpot API account. If you connect to HubSpot using an account linked to a person, the Store Leads integration with HubSpot will break if that person's account is disabled in HubSpot (which often happens when the person leaves the company).
Each person using Store Leads should also connect to HubSpot with their personal account. If they do not, then all HubSpot API calls made when using Store Leads are done with the organization connection. As a result, newly created accounts and leads will not be attributed to the right person.

Information Security Considerations

Since your HubSpot instance contains PII, it is natural to have concerns about information security when connecting a new app to HubSpot. Here is an overview of how Store Leads interacts with HubSpot.

After the HubSpot integration is enabled, Store Leads will query all Company records to determine which of the stores in our database already exist as Companies in HubSpot. This is necessary so that:

the Store Leads web interface/chrome extension can tell whether a store already exists in your CRM, and
to enrich all your existing Company records on a weekly basis and
to prevent creating duplicate records

To accomplish this, each Company's Domain and Id properties are retrieved using the HubSpot API and stored in our database. These are the only attributes accessed at this time.

By default, only Company enrichment is enabled. If you choose to enable the "Enrich Contacts" option in your integration), then we also need to pull and persist a contact identifier (which is the contact's email address and/or Domain since contacts don't always have an email) for the same reasons listed above. This data is never shared.

The only time that attributes other than Domain and Id are retrieved for an Company record (or Email/Domain/Id for Contacts), is when a Store Leads user looks at the HubSpot data for a Company or Contact through the Store Leads website or Chrome extension. Both of those features allow each user to configure which properties to pull from the CRM but these properties are never stored. They are pulled from the HubSpot API live (to render the page) and never persisted. This data might include PII but since a) it is not persisted and b) it is configurable, it should hopefully be a minor concern.