How to integrate ChatGPT with HubSpot

From qualifying leads to prepping for sales calls, our ChatGPT integration can be a handy tool for sales teams to scale their lead management processes. No matter where your new leads come from, you can use Zapier to automatically score, enrich, and route leads to your CRM—so your team spends less time on manual tasks and more time closing deals.

That's why pairing ChatGPT with HubSpot is a no-brainer. You can analyze, summarize, and personalize the data you're capturing in other tools before sending it to HubSpot for your sales teams to handle—automatically. 

Table of contents

• Popular ways to integrate HubSpot with ChatGPT

• Connect HubSpot with ChatGPT

Popular ways to integrate HubSpot with ChatGPT

There are plenty of ways to integrate HubSpot and ChatGPT. If there's a tedious, manual task you need to do at scale (like qualifying leads before handing them over to sales), you can use ChatGPT to do the heavy lifting for you. Here are some of the most popular ways to automate HubSpot and ChatGPT. 

To get started with a Zap template—what we call our pre-made workflows—just click on the button. It only takes a few minutes to set up. You can read more about setting up Zaps here. 

Summarize call transcripts with ChatGPT

If you use a call transcription tool to take notes on your sales calls, it's a good idea to port some of that information into HubSpot. That way, you can keep all information and notes related to each contact in one place. 

Rather than spending valuable time manually sifting through recordings, you can use Zapier to automatically summarize (or pull out specific notes) from your call transcripts.

With these Zap templates, AI-generated summaries from tools like Fireflies or tl;dv are instantly added to HubSpot. ChatGPT pulls out critical summaries or key insights (like if the prospect is ready to buy), and adds them right to HubSpot as engagements or deals. That way, your sales team always has the context they need handy before following up with prospects. 

Enrich HubSpot lead information with ChatGPT

The more data you have about a company or an individual, the more effectively you can qualify them. But if you have limited resources, you can't expect your team to spend all day analyzing lead data and determining who's ready to buy. 

Instead, you can use ChatGPT to analyze any incoming lead information (like form submissions or emails from leads) to score prospects based on your internal criteria. That might include identifying clear buying signals or measuring currency and intent from their messages. Zapier will then add those qualified leads directly to HubSpot so your sales team can follow up. 

Pro tip: You can even add a filter step to parse out the leads ChatGPT doesn't consider qualified or ready to buy. Once you set your Zap to your preferences, it will only trigger on the leads with the highest potential of converting, so your sales team can better prioritize.

Personalize sales outreach and follow up

Crafting personalized outreach for every lead helps your sales team build stronger relationships—but writing each message manually quickly becomes unsustainable at scale. Instead, you can use ChatGPT to write emails based on prospect information (or engagements) logged in HubSpot. 

With these Zaps, ChatGPT automatically writes customized emails whenever a new contact gets added to HubSpot or a deal's status gets updated. These messages can be sent directly through Gmail or created as drafts for your team to review and send when ready.  

Create sales decks and meeting prep

Sales calls with leads are high-stakes moments—so showing up prepared makes all the difference. Instead of manually piecing together HubSpot notes or building slides from scratch, you can use ChatGPT to automatically generate tailored prep documents and sales decks using deal and meeting data.

Whenever a sales call is scheduled in Google Calendar or Outlook, Zapier will find the corresponding deal in HubSpot for more information. It will then send that information to ChatGPT to create talking points and meeting prep in Google Docs or Google Slides. That way, your team will walk into every sales meeting ready, without any last-minute scrambling.

Advanced tips for automating HubSpot and ChatGPT

HubSpot is a powerful tool for managing customer relationships, but it can be tough to keep your CRM up to date when you're relying on manual processes. And since nurturing leads and customers depends on quick follow-ups and accurate data, it's crucial to perfect your information workflows.

Thankfully, pairing HubSpot with ChatGPT makes it easy to keep your CRM organized and aligned with the rest of your tech stack. And you're not limited to two-step Zaps, either—in fact, when you build an automated system to manage your sales processes, you unlock even more potential. For example, here's how a hypothetical sales team might visualize their automated lead management system (diagrammed with Zapier Canvas):

Connect HubSpot with ChatGPT

As you can see, there are a lot of ways to integrate HubSpot and ChatGPT using Zapier. For the sake of this tutorial though, we're going to focus on one of the workflows we mentioned above—qualifying leads from form submissions and adding those contacts to HubSpot. 

Before you begin

Before you create a Zap that integrates HubSpot with ChatGPT, you'll need to create a Zapier account if you don't have one already. Don't worry, creating an account is easy and free. You'll also need a HubSpot account and a ChatGPT account.

Once you're signed in, you can create new Zaps by clicking the Create Zap button or by going to zap.new.

Step 1: Connect your trigger app

A Zap always consists of two parts:

• The trigger: an event that starts a Zap, such as a new form submission or email from a lead.

• The action: an event a Zap performs after it's triggered, like using AI to extract data or adding that information to a CRM. A single Zap can perform more than one action.

In this instance, our workflow will have three steps (one trigger step and two action steps), as we want to store ChatGPT's output in our CRM.  

Search for and select your trigger app. In our example, we'll select Google Forms.

Then select your trigger event and click Continue. If your trigger app is Google Forms, your Zap can trigger when you receive a new form response and when you receive a new or updated form response.

We're going to select New Form Response for our example. 

Next, connect your trigger app account to Zapier by clicking on the dropdown menu and selecting +Connect a new account. We'll connect Google Forms in our example. You'll need to give Zapier permission to access your account. Once you've connected your account, select it from the dropdown menu and click Continue. 

Next, set up your trigger step by filling in the trigger step fields. Depending on your trigger app and event, you'll have different fields to customize. In our example, the only field we need to select is which Google Forms form we want to use.

When you're done customizing your trigger step, click Continue.

Next, click Test trigger to make sure everything is working properly.  Once the test runs successfully, click Continue with selected record.

Step 2: Connect your action app 

In this next step, you'll set up the action—the event your Zap will perform once it's triggered. Start by searching for and selecting your action app. We'll use ChatGPT in our example.

Next, select your action event and click Continue. If your action app is ChatGPT, your Zap can create a conversation, extract structured data, analyze images and text, summarize text, write an email, create translations, create assistants—and more.

We're going to select Conversation for our example. You'll also need to connect your ChatGPT account if you haven't before.

Next, set up your action by filling in the action step fields. Depending on your action app and event, you'll have different fields to customize.

You can customize your action step with data from your trigger step. For example, to add data from your Google Forms step—like the form responses—click the + icon next to each field and select the data you'd like to use from the list of options.

The most important part of setting up your ChatGPT action is providing a clear, detailed prompt in the User Message field. This prompt instructs ChatGPT exactly how to analyze and score your leads based on their form responses.

Here's an example of a clear prompt:

You are an expert sales assistant. Based on the lead’s responses below, score the lead from 1 to 5, where 5 means the lead is highly likely to buy soon, and 1 means low intent. Consider buying signals like urgency, budget, company size, and interest in the product. At the end, explain your reasoning in 1–2 sentences.

Here's how to score the lead:

• 5 (High intent): Ready to buy soon, clearly expresses urgency (e.g., within a month), has sufficient budget ($10,000+), company size of 100+ employees, and explicitly interested in our product.

• 1 (Low intent): No immediate urgency (e.g., considering next year), unclear or insufficient budget (below $1,000), very small company (<10 employees), or vague/no clear interest in our product.

Remember to also pull in your form responses from your trigger step. 

You can also adjust other settings, like the number of tokens, temperature, and memory key. OpenAI has lots of models, but we recommend using GPT-4o mini or GPT-4o for affordability and speed.

Once you've customized your action step how you'd like, click Continue.

Now it's time to test your action. When you click Test step, Zapier will send test data to your action app. In our example, ChatGPT will qualify and score the form submission according to how we set up the action step.

Step 3: Connect your second action app

In this next step, you'll set up the second action—this is the app where ChatGPT will send its output. 

Click on the + icon to add another action step, then search for and select your action app (the CRM). We'll use HubSpot in our example.

Next, select your action event and click Continue. If your action app is HubSpot, your Zap can add contacts to lists, create deals, contacts, companies, and more. 

We're going to select Create Contact for our example. Then, once you've connected your HubSpot account, click Continue.

Now it's time to set up how your contact will be added to HubSpot by mapping the fields from your previous Google Forms and ChatGPT steps. Click into the Contact information: Email field, and select the data from your previous Google Forms step (in this case, the sender's email address) from the list of form questions you've created. You can also map data to many other fields, like the lead's full name or phone number. 

Next, you'll also need to map fields from your ChatGPT step (the lead's score and additional notes) to the corresponding HubSpot fields. In our example, we'll map ChatGPT's output to HubSpot's Contact activity: Membership Notes. 

Once you're happy with the set up, click Continue. 

Now it's time to test your action. When you click Test step, Zapier will send test data to your action app. 

In our example, Zapier will create a new lead in HubSpot according to how we set up the action step. This is what it looks like in HubSpot: 

If your test looks right, you're ready to publish and start using your Zap!

Connect HubSpot with ChatGPT

Whether you struggle to keep up with scoring leads or you just want a way to streamline your lead management at scale, connecting HubSpot and ChatGPT is a great way to combine the power of AI with automation. 

As you've seen, there are plenty of ways to automate the two apps, but the best way to find your ideal use cases is to start experimenting.