Use the Survicate - HubSpot integration to identify respondents, sync survey answers, and create lists in HubSpot.

In this article, you'll learn about:

adding survey modules to templates and sending surveys via HubSpot;
sending Survicate data to HubSpot and create lists based on it;
sending events to HubSpot once someone responds to your survey;
sending Survicate data to HubSpot App Cards;
how to analyze results in the Analyze tab and via Insights Hub.

Create your survey

Our HubSpot integration works with all survey types. In this section, we'll focus on creating a link survey and sending it via HubSpot Marketing Emails, so if you want to connect integration to a website, mobile, or in-platform survey, you can go directly to Enable the HubSpot integration step.

1. Create an Email or Shareable link survey.

Click on + Create new survey, select any creation method (a template, using AI survey creation, or adding your own questions), and the Email or Shareable link survey type:

For more in-depth instructions, check out this article.

2. In the Configure tab of the survey, select HubSpot as the tool to identify respondents with:

Enable the HubSpot integration

1. To enable HubSpot integration, go to Integrations ➡️ HubSpot, or to the Connect tab of your survey, find, and click on HubSpot from the list of integrations. Then, click the Connect button to set up the authorization.

2. A pop-up window will appear, asking you to log in or connect to your HubSpot account. If you don't see the pop-up window, you may need to allow pop-ups in your browser - please look for the settings in your browser URL bar, or use instructions for Chrome, Firefox, Opera, Edge, or Safari.

Select one of the options below:

Once done, you'll see a request access screen, where you can click Connect app.

3. Now, the integration is ready to use! 🚀

❗ To connect integration with HubSpot, you need to have Super Admin permissions in HubSpot and user, admin, or owner permissions in Survicate. You can read more about HubSpot permissions here and Survicate permissions here.

Connect your survey to HubSpot

Now that the HubSpot integration is connected, you can set up individual settings for each survey. Go to your survey, select the Connect tab, and choose HubSpot from the list of available integrations. You should see three tabs - Update fields, Create new contacts, and Timeline events settings.

Below, we'll examine the possible options and features that you can set up for each survey.

Update fields

Set up survey responses to flow into HubSpot as contact properties. By doing so, you'll enrich your HubSpot user profiles with collected data.

1. In the Settings tab of HubSpot Integration you'll see the Update fields section:

2. Select the question you wish to update the fields from. To avoid flooding your HubSpot user profiles with data, we enable you to only send responses to chosen questions:

❗ Ranking and Matrix questions are not supported for HubSpot integration

3. Add the name of the property field you'd like to update under the User field:

By default, Survicate sends the content of a survey response as an attribute value, but you can change the label to make it shorter or to fit your data structure - click Edit mapping to modify these values:

❗ For NPS, we send the values mapped based on the response group for the NPS® question. However, if you'd like to receive your numeric value, you can switch on Send Answers as 0-10 values.

4. You can connect more questions to your integration by clicking ➕Connect another question and applying the same steps.

You can see the data in contacts' profiles in Actions ➡️ View all properties ➡️ Insights from Survicate:

In HubSpot profiles, you can also quickly view historical responses, such as how the NPS score has changed over time.

Create new contacts

1. To create a contact from Survicate, add a Contact form question to your survey with a required E-mail field:

2. Under the Settings tab of HubSpot Integration, select Create new contacts and select the question you wish to create the new contact from.

3. Enable Create new contacts in HubSpot toggle.

📌 If there are existing contacts with the same email addresses, we'll simply update them instead of creating a new contact.

❗ If you wish to update the newly created contacts by the integration, please make sure that the Contact form is in the survey before the questions you mapped to HubSpot.

Timeline events settings

When you have the HubSpot integration connected, we show Survicate events in the respondents' profiles under Activity. By default, when someone answers a survey, even if they don't fully complete it, you'll see the Survicate activity:

📌 In HubSpot, the Survicate events are switched off by default. When you use the integration for the first time, make sure to enable Survicate under Filter Activity:

In the Survicate panel, under Timeline events settings, you can control the events sending behavior. Available options are:

Don’t send responses as timeline events
Send timeline events ➡️ All questions - default
Send timeline events ➡️ Only questions selected in the Update Fields section.
- In this case, the event will include answers to questions that you have mapped to HubSpot properties in the Update fields section.

Test the integration

Once your configuration is ready, you can test the integration by clicking the Test integration button. We'll create a dummy hubspotdummy@survicate.com contact in your HubSpot account. The contact's profile will include updated fields as per the setup.

Once you click Test integration; See sample data button will appear. If you click it, we'll open the dummy profile in HubSpot in a new browser tab for you, so you don't have to look for it manually 🚀

💡 Feel free to enable other integrations in your survey as well!

Share your survey

After everything is set up in your survey, it's time to share it with your respondents!

1. If you created an email survey, go to the Share tab and decide how to send your email survey. There are two options - you can send your survey as a link or embed the first question in the email so that respondents start answering the survey right from the email.

Survey Link

Grab a link to your survey from the Copy survey link button:
Hide the survey link behind a CTA button or hyperlink in your HubSpot Email:
Add your Subject line, select your Recipients, and your campaign is ready to be sent!

Once your email is ready, we recommend sending the survey to yourself or your colleagues to see what the survey experience will be like for your respondents and to see if all responses and user data are captured as expected.

Email embed

Display the first question directly in the email's body to start the survey from the email. Respondents will be redirected to a landing page to take the rest of the survey. You can embed the survey by sending a survey module to your HubSpot account or using HTML code.

1. Send a survey module to your HubSpot account

📌 To use this method, you have to have the HubSpot integration connected - see instructions here.

📌 Additionally, you must be on the Marketing Professional plan or above in HubSpot in order to send survey modules to the editor.

a) In the Share tab, click Send to HubSpot editor:

b) In your HubSpot email, go to Custom modules and add your survey module to the email body:

📌 Please note that for a specific survey, you can only send one module to HubSpot. If you edit the first question of the survey, you won't be able to send the new/updated module to HubSpot. In such case, the best solution is to duplicate the survey and send a new module from the new survey.

2. Add a survey to your email with HTML

a) In the Share tab, click Get email code and then Copy the HTML code:

b) Go to your HubSpot email, and add an HTML block to your template:

c) Add the code that you've copied from your Survicate survey to the HTML block. Once you've done this, you will see the survey's first question in the template.

📌 HubSpot may prompt a warning message regarding the external style sheets - please disregard it. Our code works with all major email clients, and this message doesn’t indicate a problem with responding to the survey.

d) Add your subject line, select your recipients, and your campaign is ready to be sent!

Once your email is ready, we recommend sending the survey to yourself or your colleagues to see what the survey experience will be like for your respondents and to see if all responses and user data are captured as expected. Please note the email has to be sent via the Review and send option. If sent via Send test, we won't be able to recognize the respondent.

2. If you created a website survey, go to the Launch tab and Start your survey. For the integration to work, please pass the email as a user trait with JavaScript.

3. If you created a mobile survey, go to the Launch tab and Start your survey. For the integration to work, please pass the email with the Mobile SDK.

4. If you created an In-platform survey, share it with the dedicated tool - Braze or Intercom.

❗ Please note that the integration won't work for anonymous responses.

HubSpot App Cards

App Cards is a feature in HubSpot that allows you to display information from a third party, in this case, Survicate, in your contact's HubSpot profile to keep track of their activities or responses in the profile view.

To use Survicate App Cards, you'll need to enable the following settings in your HubSpot account:

1. Go to Settings ➡️ Integrations ➡️ Connected Apps ➡️ Survicate ➡️ App Cards:

2. You'll see two options - Send feedback to Survicate and Survicate survey responses:

Send feedback to Survicate

Using this option, you can quickly pass information to your Insights Hub, which will store it in your Survicate account alongside data from other sources, and from HubSpot tickets.

In the Insights Hub, your feedback will be categorized into Topics. You can also filter feedback by its source, including HubSpot.

1. Click Manage Locations and decide if you want to add this view to Contacts, Companies, Deals or Tickets:

2. Once you're done, click Save.

3. In the locations you chose, you'll see the app card allowing you to send feedback directly to Insights Hub, for example based on email communication recorded in HubSpot:

4. You can see your feedback in Survicate Insights Hub:

Survicate survey responses

With this option, you can access the app card named Survicate Responses to see details about a specific contact's Survicate activity:

1. Click Manage Locations and add the app card to Contacts view. This app card can be only added to Contacts:

2. In the contact view, you'll see the contact's Survicate activity in one place:

Analyze your survey results

After your survey starts collecting responses, you will see them immediately in the Analyze tab of the survey.

The Analyze tab shows you Overall results with statistics and over-time data, as well as Individual responses to look into each survey submission in detail.

In the Individual responses tab, on the right side, in the External profiles section, you'll be able to jump directly from the individual responses, to the respondents' HubSpot profiles:

You can check out our guide for an in-depth description of all the possibilities of the Analyze tab.

Filter results in Survicate with HubSpot contact properties

If you'd like to be able to filter your survey responses by the information about your contacts from HubSpot, you can do it by going to Survey settings ➡️ Integrations, searching for HubSpot, and enabling the Contact data synchronization feature:

With this feature active, you'll be able to go to the Analyze tab and filter the survey answers by custom attributes defined in the HubSpot profiles of your respondents.

Feedback in the Insights Hub

To obtain even more comprehensive feedback, we recommend syncing survey responses to the Insights Hub, where they will be automatically analyzed and categorized into Topics along with feedback from your other sources, such as:

online reviews,
call transcripts.

After you connect sources to the Hub, feedback will appear there in real-time, and it will be automatically segmented into Insights and categorized into Topics:

The Hub will categorize and analyze feedback from surveys and other sources, to:

automatically detect customer sentiment;
identify technical issues and bugs reported by users and segment them into Topics and actionable Insights;
understand your customers' needs and wants better.

With HubSpot App Cards, you can quickly send data to Insights Hub directly from your HubSpot Contact, Deal, Ticket, or Company.

You can also ask the Research Assistant to quickly and effectively find answers to all your questions. The responses are generated based on the feedback you integrated into the Insights Hub and the answers collected with surveys in your workspace.

Best practices

We prepared ideas and examples to help you make the most of our HubSpot integration. Feel free to try any of the below use cases!

View overtime survey responses in your contacts' profiles

If you send survey responses to the same contact property more than once ( from one survey, or different ones), you can see how the responses has changed over time directly in HubSpot. To view your previous responses, head on to the Details of the property you are sending responses t:

Here, in the property history, you can see the previous values:

This way, you can, for example, quickly check how a specific person's rating of your product changed over the year.

Send a survey after a ticket is closed in HubSpot

By integrating Survicate with HubSpot, you can trigger surveys to be sent automatically to customers once their tickets are closed, allowing you to capture their feedback and insights while the experience is still fresh in their minds.