HubSpot · Both
Apex syncs contacts, companies, and deals both ways. Product behaviour sharpens your lead score. Closed deals become ground truth for every downstream model. Your sales team and your growth team stop seeing different realities.
No credit card to start.
What teams use it for
Can I score HubSpot contacts using product behaviour plus CRM signals?
Yes. Apex reads every HubSpot contact and company property, then combines them with Apex-captured product events (page views, feature activations, experiment variant exposure). The resulting Engagement Score writes back to a HubSpot property so reps see the same number Apex does. No MadKudu, no separate scoring tab.
How do I attribute HubSpot closed-won deals back to the experiments and campaigns that drove them?
Every HubSpot contact is joined to their Apex Profile, so their entire acquisition journey (ad click, landing page, experiment variant, lifecycle emails) lives alongside the deal. When a deal closes, Apex credits that revenue back to the variant the contact first saw, the campaign that touched them, and the rep who worked the pipeline. Closed-loop reporting, without a warehouse build.
Can HubSpot sequences fire from Apex engagement signals, not just form fills?
Yes. When an Apex engagement threshold is crossed (activation complete, feature adopted, churn risk rising), Apex writes to a HubSpot custom property or enrolls the contact in a list. Any HubSpot sequence, workflow, or task can trigger off that. Sales outreach mirrors real product behaviour, not stale form submissions.
What flows in
From HubSpot
What it powers
Score every contact and account using both product behavior and CRM signals, then push scores back to HubSpot properties.
Trigger HubSpot sequences and lifecycle workflows from Apex engagement thresholds so sales outreach mirrors product reality.
Close the loop on B2B experiments by attributing downstream deal revenue back to the variant a contact first saw.
Setup · OAuth 2.0
Connect with a single HubSpot OAuth flow. Choose which object types to sync, which properties to write back, and set the cadence. Apex handles rate limits, pagination, and property schema drift so the sync stays healthy without ops work.
FAQ
The Apex scoring engine combines HubSpot firmographic signals (company size, industry, seniority) with Apex-captured behavioural signals (sessions, feature usage, experiment exposure, revenue events). The model is versioned and transparent: you can see exactly which signals contribute to each contact's score and adjust weights from the Apex dashboard.
No. Apex writes to dedicated `apex_*` properties by default (e.g., `apex_engagement_score`, `apex_lifecycle_stage`). You decide which HubSpot properties to sync inbound and which Apex signals to write outbound during the OAuth setup. Your existing properties stay untouched.
Contacts, companies, deals, engagements (emails, calls, meetings, notes), and form submissions. Lifecycle stage, deal amount with currency, owner, and pipeline are all captured and joined to the Apex identity graph in real time.
Real-time via HubSpot webhooks for object creates and updates, plus an hourly reconciliation pull to catch any webhook drops. Historical backfill runs in the background on first connect and typically finishes within a few hours for mid-size portals.
For lead scoring and intent signals, yes. Apex's scoring engine is model-driven and writes back to HubSpot the same way those tools do, but it sits on the same data that powers your experiments, communications, and attribution, so the score reflects the full growth picture instead of just pipeline intent.
All three. The integration uses HubSpot's OAuth 2.0 and standard CRM APIs, which are available on all paid tiers. Some advanced sync features (custom objects, advanced property write-back) require Pro or Enterprise to work on HubSpot's side, but Apex supports them all.
Apex detects new custom properties and schema changes automatically and keeps the sync healthy without manual intervention. If a property you're syncing gets renamed or deleted, Apex logs the drift and surfaces it in the dashboard so you can adjust.
Yes. Each HubSpot deal is linked to its contact's Apex Profile, which carries the full acquisition and engagement history. When the deal closes, the attributed revenue rolls up under the original ad campaign, landing page, experiment variant, and partner that drove the contact, exactly the same way Stripe subscription revenue rolls up.
Your move
Start free, then attach this source. One live feed is enough to start the loop.