HubSpot Two-Way Integration - Overview

What It Does

Aline CRM connects directly to HubSpot, keeping your sales and marketing teams working from the same information. Updates made in one system show up in the other automatically. There's no exporting, importing, or re-entering the same data twice.

• New leads don't sit waiting. A lead captured through a HubSpot form or campaign shows up in Aline CRM right away, so your sales team can follow up immediately.
• Marketing sees what sales is doing. Calls, emails, and tours logged in Aline CRM show up automatically in HubSpot, so marketing has a full picture of every prospect without asking sales for updates.
• Key details match across systems. Lead status, care level, and marketing source stay consistent in both systems, so sales and marketing reports tell the same story
• Returning leads don't create duplicates. If someone who already has a record in Aline CRM reaches out again — even if it's been months or years — the system recognizes them, updates their existing record, and flags it as renewed interest so your team knows to follow up.
• Your HubSpot data stays complete, no matter where a lead started. Leads don't have to come from a HubSpot form to end up there. Any prospect created in Aline CRM — whether it came through HubSpot, a referral partner, or another connected system — syncs to HubSpot automatically.

How It Works

When a Lead Comes in Through HubSpot

1. A prospect fills out a HubSpot form on your website or a campaign landing page.
2. HubSpot sends that information to Aline CRM. A new prospect record is created (or an existing one is updated if they've inquired before).
3. Your sales team works the lead in Aline CRM, exactly as they do today. No new tools or extra steps.
4. As calls, emails, and tours are logged, that activity is sent to HubSpot automatically, so marketing can see engagement in real time.

When a Lead Comes in Another Way

Not every lead starts with a HubSpot form. If a prospect record is created directly in Aline CRM — for example, through a referral partner or another connected system — it syncs out to HubSpot too, the same way an update from your own team would. You don't have to trace where a lead came from for your HubSpot data to be complete; any prospect or case in Aline CRM stays reflected in HubSpot automatically, regardless of how it got there.

What Information Can Sync

You decide what syncs and in which direction. Every field can be turned on or off, and for most fields you choose whether information flows one way or both ways. Your Aline team configures this with you during setup — nothing is fixed to a default that you can't change. 

Contact and Prospect Details

Things like name, contact information, community, care level, status, and how the person is related to the prospect (for example, a spouse or adult child). These fields can typically sync in either direction, so an update in HubSpot appears in Aline CRM and vice versa. Because HubSpot identifies contacts by email address, everyone involved in an inquiry — the prospect and any related contacts, like a spouse or adult child — appears in HubSpot as their own contact, tied to the same deal, as long as each person has a different email address. If two people happen to share an email, HubSpot treats them as a single contact, and the person your team has designated as the primary contact is the one that's used.

Deal and Case Details

Status, care level, marketing source, key dates (tour, deposit, move-in), and the team member assigned to the lead. Like contact details, these can be set to sync one way or both ways. Each inquiry is tracked as its own record, so if the same person reaches out again down the road, your team sees it as a new, distinct inquiry rather than losing the history of the original one. Aline also sends over status signals — for example, whether someone has completed a tour or put down a deposit — that your team or marketing agency can use to build your own HubSpot automations, like automatically moving a lead into a new marketing stage once they've toured.

Sales Activity

Calls, emails, and tours logged by your team in Aline CRM. This flows from Aline CRM to HubSpot, giving marketing a real-time engagement history without any extra work from sales.

Marketing Source and Campaign Details

How a lead found you, captured through HubSpot forms and campaigns. This flows from HubSpot to Aline CRM, so sales can see exactly where a lead came from, and marketing gets accurate attribution all the way through move-in.

Keeping Your Data Accurate and Secure

• Information is encrypted both while it's stored and while it's moving between systems.
• The connection between Aline CRM and HubSpot uses a secure, private authentication method — no shared passwords, and only the specific information you've configured to sync is exchanged.
• If a temporary issue prevents information from going through, it automatically retries so nothing gets lost.

Getting Started

Your Aline account team handles setup for you. To get started, you'll need:

• Administrator (Super Admin) access to your HubSpot account, so a small number of custom fields and a secure connection can be created
• A HubSpot plan that has access to the following features:
  • Deal object
  • Send webhooks via Workflows
  • Custom code actions in Workflows

Because you control exactly which fields sync and in which direction, setup involves a short discovery conversation with the Aline Integrations team to map out what you want connected. From there, they'll walk you through configuration and confirm everything is working correctly before go-live.

Questions? Reach out to your Aline account representative to learn more.