Act-On + HubSpot
Sync Act-On and HubSpot to Unite Your Marketing and Sales Engine
Connect Act-On's marketing automation with HubSpot's CRM so leads move cleanly from first touch to closed deal.
Why integrate Act-On and HubSpot?
Act-On and HubSpot are two of the most widely used platforms on modern revenue teams — Act-On running marketing automation, HubSpot managing contacts, deals, and sales activity. When they operate in silos, leads fall through the cracks, data goes stale, and marketing and sales end up working from different versions of reality. Integrating Act-On with HubSpot via tray.ai means every campaign interaction, lead score, and contact update flows instantly between platforms, giving your whole revenue team one reliable source of truth.
Automate & integrate Act-On & HubSpot
Use case
Automated Lead Handoff from Act-On to HubSpot
When a prospect hits a defined lead score threshold or completes a conversion event in Act-On, tray.ai creates or updates a contact record in HubSpot and routes it to the right sales rep. No hot lead sits in a marketing queue while sales is in the dark. Deal creation, task assignment, and internal notifications all fire as part of the same workflow.
Use case
Bidirectional Contact Sync Between Act-On and HubSpot
Stale or mismatched contact data is one of the fastest ways to break personalized marketing and accurate sales outreach. tray.ai continuously syncs contact properties — job title, company, phone number, lifecycle stage — between both platforms in real time. Updates sales reps make in HubSpot show up in Act-On segments, and new subscribers captured via Act-On forms get added to HubSpot right away.
Use case
HubSpot Deal Stage Triggers for Act-On Campaign Enrollment
When a HubSpot deal moves to a new stage — 'Proposal Sent' or 'Negotiation', for example — tray.ai automatically enrolls the associated contact in the right Act-On nurture program or drip campaign. Marketing stays useful throughout the sales cycle rather than going quiet after the first touch. Closed-lost deals trigger re-engagement campaigns; closed-won deals kick off customer onboarding sequences.
Use case
Act-On Form Submissions Logged as HubSpot Activities
Every time a contact submits a form, downloads content, or registers for an event via Act-On, tray.ai logs that activity as a timeline event or note on the matching HubSpot contact record. Sales reps get full visibility into a prospect's marketing engagement history without leaving HubSpot — which makes prioritizing outreach and personalizing conversations a lot easier.
Use case
Unified Reporting Across Act-On and HubSpot
To prove ROI, marketing teams need to connect campaign performance in Act-On with pipeline and revenue data in HubSpot. tray.ai automates the extraction and correlation of data from both platforms, feeding unified metrics into dashboards or data warehouses. You can track which Act-On campaigns generated the most HubSpot deals, measure influenced revenue, and adjust spend based on what's actually working.
Use case
Contact Unsubscribe and Suppression Sync
Compliance and deliverability depend on honoring unsubscribe requests across every platform the moment they happen. When a contact unsubscribes in Act-On or gets marked 'Do Not Contact' in HubSpot, tray.ai propagates that status to the other platform in real time. No accidental re-engagement, no sender reputation damage, and a cleaner path to GDPR and CAN-SPAM compliance.
Use case
New HubSpot Contacts Enrolled in Act-On Onboarding Campaigns
When a new contact lands in HubSpot — from a web form, sales prospecting, or an import — tray.ai can automatically add them to the right Act-On list or kick off an onboarding email sequence. Every new relationship gets timely, relevant communication from the start. Enrollment logic is configurable based on HubSpot contact properties like industry, source, or lifecycle stage.
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Act-On & HubSpot Challenges
What challenges are there when working with Act-On & HubSpot and how will using Tray.ai help?
Challenge
Duplicate Contact Records Across Both Platforms
When Act-On and HubSpot both capture leads independently — through forms, imports, or sales prospecting — duplicates pile up fast. Cleaning them manually is slow and error-prone, and the fallout is real: prospects get over-communicated, reporting gets skewed, and nobody trusts the data.
How Tray.ai Can Help:
tray.ai uses configurable deduplication logic to search for existing records in HubSpot before creating new ones from Act-On data, matching on email address or other identifiers. When a match is found, tray.ai updates the existing record instead of creating a duplicate, keeping both platforms clean and consistent.
Challenge
Field Mapping Mismatches Between Act-On and HubSpot
Act-On and HubSpot use different data models, field names, and picklist values for the same information — lead status, lifecycle stage, industry. Without careful mapping, data flowing between the two platforms arrives corrupted or unreadable, which breaks segmentation and makes reporting unreliable.
How Tray.ai Can Help:
tray.ai's visual workflow builder lets teams define precise field mappings and value transformations between Act-On and HubSpot without writing code. Custom logic can translate Act-On list membership into HubSpot lifecycle stages, normalize picklist values, and handle null or unexpected data without breaking the flow.
Challenge
Keeping Lead Score Data Actionable in HubSpot
Act-On's lead scoring generates real intent signals, but that data often stays locked inside Act-On — invisible to sales reps working in HubSpot. The result is reps prioritizing leads on gut feel or recency, missing high-intent prospects who are ready to talk.
How Tray.ai Can Help:
tray.ai writes Act-On lead score values and score change events to custom HubSpot contact properties in real time. Sales reps can see current lead scores, filter contact views by score range, and get automated task assignments when contacts cross defined thresholds — all from within HubSpot.
Challenge
Managing Campaign Enrollment Across Systems at Scale
As the contact database grows and campaign programs multiply, manually managing Act-On enrollment based on HubSpot CRM data becomes a time sink. Marketing ops teams end up spending hours a week on list exports, imports, and program updates that should never require human hands.
How Tray.ai Can Help:
tray.ai runs continuous, event-driven workflows that evaluate HubSpot contact and deal data in real time and automatically enroll or unenroll contacts from Act-On programs based on defined criteria. No more scheduled batch imports, and campaign membership stays current without manual intervention.
Challenge
Honoring Unsubscribe and Opt-Out Requests Across Both Platforms
With contacts living in both Act-On and HubSpot, a single unsubscribe request has to be honored across every system at once. When that sync fails — because of a delayed batch job or a manual mistake — you risk violating GDPR, CAN-SPAM, or other privacy regulations. The legal and deliverability consequences are serious.
How Tray.ai Can Help:
tray.ai treats opt-out propagation as a high-priority, real-time workflow that fires the moment an unsubscribe is detected in either platform. Automated compliance logging creates a timestamped audit trail, and error handling triggers immediate alerts if anything fails — so compliance teams can step in before any non-compliant messages go out.
Start using our pre-built Act-On & HubSpot templates today
Start from scratch or use one of our pre-built Act-On & HubSpot templates to quickly solve your most common use cases.
Act-On & HubSpot Templates
Find pre-built Act-On & HubSpot solutions for common use cases
Template
Act-On Lead Score Threshold to HubSpot Contact & Deal Creation
Automatically creates or updates a HubSpot contact — and optionally opens a new deal — whenever a contact hits a qualifying lead score in Act-On, routing them to the right owner based on territory or round-robin logic.
Steps:
- Monitor Act-On for contacts that reach a defined lead score threshold or enter a qualifying segment
- Search HubSpot for an existing contact record matching the Act-On contact's email address
- Create or update the HubSpot contact with Act-On lead score and campaign engagement data
- Create a new HubSpot deal and assign it to the appropriate sales rep based on routing rules
- Send a Slack or email notification to the assigned rep with prospect context
Connectors Used: Act-On, HubSpot
Template
Bidirectional Act-On and HubSpot Contact Property Sync
Continuously synchronizes contact properties between Act-On and HubSpot in both directions, so updates made in either platform are reflected across both without duplication or data loss.
Steps:
- Listen for contact update events in Act-On and HubSpot via webhooks or scheduled polling
- Compare field values between both platforms using a conflict-resolution timestamp strategy
- Update the out-of-date record in the appropriate platform with the latest field values
- Log the sync event and flag any conflicts for manual review if needed
Connectors Used: Act-On, HubSpot
Template
HubSpot Deal Stage Change to Act-On Campaign Enrollment
Enrolls or removes HubSpot contacts from Act-On marketing programs based on deal stage changes, so prospects and customers get content that matches where they actually are in the sales cycle.
Steps:
- Trigger workflow when a HubSpot deal moves to a specified pipeline stage
- Retrieve the associated contact record and evaluate eligibility criteria
- Add or remove the contact from the corresponding Act-On list or automated program
- Log the enrollment action back to the HubSpot contact timeline for sales visibility
Connectors Used: HubSpot, Act-On
Template
Act-On Form Submission to HubSpot Timeline Activity Logger
Captures every Act-On form submission, content download, or event registration and logs it as a timestamped activity on the matching HubSpot contact record, so sales reps can see the full marketing engagement picture without leaving HubSpot.
Steps:
- Receive Act-On webhook or poll for new form submission and engagement events
- Match the event to a HubSpot contact by email address, creating the contact if none exists
- Post the activity details as a HubSpot timeline event or contact note
- Update relevant HubSpot contact properties such as last engagement date and source
Connectors Used: Act-On, HubSpot
Template
Cross-Platform Unsubscribe and Suppression Sync
Propagates unsubscribe events and do-not-contact flags between Act-On and HubSpot in real time, keeping both platforms compliant and protecting sender reputation.
Steps:
- Detect an unsubscribe event or opt-out status change in Act-On or HubSpot
- Search for the corresponding contact record in the other platform by email
- Update the opt-out or suppression status on the matched contact record
- Log the compliance action with a timestamp for audit trail purposes
Connectors Used: Act-On, HubSpot
Template
New HubSpot Contact to Act-On Nurture Campaign Enrollment
Automatically adds newly created HubSpot contacts to the right Act-On nurture list or automated program based on contact properties like lifecycle stage, industry, or lead source.
Steps:
- Trigger when a new contact is created in HubSpot via webhook or scheduled poll
- Evaluate contact properties to determine the correct Act-On list or program
- Add the contact to Act-On with all relevant field mappings applied
- Update the HubSpot contact record with an enrollment timestamp and campaign name
Connectors Used: HubSpot, Act-On