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The Variance Hubspot integration makes it easy to ensure that your accounts and contacts are synced across the two platforms. Here's a quick overview of the functionality:

Connecting Hubspot

To connect Hubspot simply head to the Integrations page and click Connect Hubspot.


Hubspot is just a click away

From there you’ll be brought to Hubspot to approve the connection.

Just choose the account to connect with (if you have more than one Hubspot account)

Finally, you'll be asked to confirm the permissions. We ask for the minimal permissions we need to do the work required.

Confirm the permissions and connect the app

Once that’s done you’ll land back on the Variance Integrations page and everything will be syncing in the background.

Owner Syncing

One of the main purposes of the integration is to ensure that all the information about which team member owns an account and contact are properly synced in Variance. This enables us to build your “My Accounts” and “My Contacts” Smart Tags that you can use for Streams and a variety of other purposes.

For owner syncing to work, the email in use for owners in Hubspot must be the same as the email in use for Variance. When this is working you’ll see a “Smart Owner” listed at the top of the Account or Contact.

Everything right where you need it

Syncing Properties to Hubspot

Many of our customers are Hubspot users and a big use case for them is getting their CRM in sync with Variance. Specifically, they want to ensure that their Milestones (Onboarded, PQL, EQL, etc.) are also on the Account or Contact so that they can be used in Hubspot automations. Thankfully, our Zapier integration has been able to satisfy that need, but watching people wrangle increasingly complicated Zaps made us want to make their lives simpler.

So we turned what was a four- or five-step Zap into a single toggle:

Just toggle the property sync on

That’s it. You can set up Hubspot Sync on any Contact or Account property (as long as you’re Admin+ permissions). The way the sync works is that once we have synced that contact or account we will immediately push any updates to that property as they happen. If you want to sync your Milestones, you’ll just need to find their properties (each Milestone has four: completion %, started at, ended at, updated at) and just flip the toggle.

In Hubspot, you’ll find these properties under a Variance group with unique names (sorry they’re long, Hubspot has unique label requirements). 

All your Variance properties in one place

Account & Contact Syncing

Variance syncs Accounts and Contacts with Hubspot, pulling in any properties stored in Hubspot and saving them as Account and Contact properties in Variance. These properties can be used in Streams, Smart Tags, and also synced back out through integrations like Zapier.

Contacts are synced by matching email addresses in Variance with email addresses in Hubspot.

Accounts are synced by matching domains in Variance with domains in Hubspot. If you haven’t explicitly added a domain for an Account, we will try to calculate a domain by looking at the email addresses of the users associated with that Account.

Syncing Owner Changes Back to Hubspot

Here's a Zapier template for this Zap (which is much easier).

Owner changes made in Variance won't automatically sync to Hubspot. In order to do that you'll need to use Zapier. Here's how to set up your Zap:

  1. Create a new Zap
  2. Step 1: Choose Variance > Account Property Updated (or Contact Property Updated)
  3. For Account Property choose `Owner id (_variance.owner_id)` (make sure you choose that property). Hit continue and test.
  4. Step 2: Choose Hubspot > Get Owner by Email
  5. In the Owner email field search for `Owner email` from Step 1. Hit continue and test.
  6. Step 3: Choose Hubspot > Find Company
  7. In the First search property name field choose `Company information: Company Domain Name`
  8. Wait a few seconds and a new field will appear called First search property value. In that field search for `Domain` from Step 1. Hit continue and test.
  9. Step 3: Choose Hubspot > Update Company
  10. In the Object ID field choose the Company ID from Step 3
  11. Find the Company information: Company owner field. Click into it, then click Custom and choose the Owner ID from Step 2. Hit continue and test.

If you also want to sync contact owners you will need to copy that Zap and replace the Account find and update with Contact find and update.

Last Updated: 
March 24, 2022