Getting Started

Hubspot is both a Source of data when building Audiences and a Destination where Audience data can be sent to. In this guide, we will show you how to connect Hubspot to Primer and create and sync your first audience.


  • Have your Hubspot account ready -- ideally the user is a SuperAdmin with access to CRM and bulk imports
  • Permission granted to access the Primer App in Hubspot's App Marketplace
  • Access to the device/email account that will receive a 2FA code

Required Permissions

In order to create and update new records, Primer needs to be provisioned as a user inside your Hubspot instance. The objects and fields accessible to Primer are all determined by the permissions you set on the user account you provide to Primer. Ideally, the connecting HubSpot account should have Super Admin permissions in order to access all supported HubSpot objects.
If you are providing limited permissions and still want to connect Hubspot to Primer, please see the required permissions below.

Make sure the user has:

CRM Access

Access to Contacts and CRM bulk imports with the following permissions enabled below:

CRM Tools

Please enable "Import" and "Edit property settings:"

App Marketplace

Toggle the switch on to grant the user the ability to install apps from the HubSpot Marketplace. Users with this permission will be able to install apps from third party websites as well as email

Connecting Hubspot

The first step in setting up your Primer instance is setting up your Integrations. Here's a quick video showing you how to connect your CRM (either Salesforce or Hubspot) directly to your Primer instance. This read/write connection will allow you to fully harness the power of Primer's orchestration capabilities.

Field Mapping

Once your CRM is connected to Primer, you will be able to map fields directly within Primer.
In order to pull in People-level data (Contacts or Leads, there are three minimum required fields that need to be mapped within Primer:
  • First Name
  • Last Name
  • Company Domain
To build high performing ad audiences from your CRM we highly recommend you map additional fields like work email, LinkedIn profile URL, and individual location so that our identity resolution algorithm has as much data as possible to work with.
In order to pull in Company-level data (Accounts within SFDC, there is only one required field that needs to be mapped within Primer:
  • Company Domain

Syncing Data into Hubspot

Once the fields have been mapped within Primer, our Technical Solutions Architect will reach out to schedule time for a CRM Sync Review. This call is best done by your internal CRM administrator or other technical stakeholder.
Prior to the call, we will request your CRM administrator to fill out a CRM Sync Survey so that we can fully understand how you want the data to flow into your CRM.