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Lane’s HubSpot integration lets you sync your CRM data directly into Lane — so your product team always has up-to-date customer context without manual data entry. Once connected, Lane imports companies and contacts from HubSpot, maps CRM fields to Lane’s customer fields, and keeps records in sync through real-time webhooks. Benefits include:
  • Automatically importing companies and contacts from HubSpot into Lane.
  • Mapping HubSpot CRM fields to Lane fields for flexible, customizable data sync.
  • Keeping customer data current with real-time webhook updates as records change in HubSpot.
  • Linking contacts to their associated companies for complete customer context.
Ideal for teams that manage customer relationships in HubSpot and use Lane for product planning and feedback management.

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Configuration and Setup

To connect your HubSpot account:
  1. Click on your workspace name in the top-left.
  2. Go to Settings → Integrations → HubSpot.
  3. Click Connect and authorize access to your HubSpot portal via OAuth.
Once connected, you’ll see your HubSpot portal name and connection status. You can disconnect at any time from the same page.
The HubSpot integration is available on the Business plan.

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Using the Integration

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Field Mapping

Before syncing data, configure how HubSpot fields map to Lane fields. Lane supports mapping for both companies and contacts.
  1. Go to Customers in Lane.
  2. Open the HubSpot mapping modal.
  3. For each Lane field, select the corresponding HubSpot property from the dropdown.
  4. Click Save and Sync to apply the mapping and start the initial sync.
Company fields you can map:
Lane FieldDefault HubSpot Property
NameCompany name
DomainCompany domain
SizeNumber of employees
ValueAnnual revenue
Contact fields you can map:
Lane FieldDefault HubSpot Property
NameFirst name
EmailEmail
RoleJob title
Lane provides intelligent defaults for field mapping, but you can customize the mapping to match your CRM setup.

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Syncing Data

Once your field mapping is configured, Lane syncs companies and contacts from HubSpot:
  1. Initial sync — Lane imports all companies and contacts in bulk when you first connect and save your mapping.
  2. Real-time updates — After the initial sync, Lane listens for webhook events from HubSpot. When a company or contact is created, updated, or deleted in HubSpot, Lane reflects the change automatically.
  3. Manual sync — You can trigger a full re-sync at any time from the integration settings.
During sync, Lane:
  • Creates new customer records for companies and contacts not yet in Lane.
  • Updates existing records when matching entries are found (matched by HubSpot record ID, domain, or email).
  • Automatically links contacts to their associated companies based on HubSpot associations.
Each synced record is tagged with HubSpot as its source, making it easy to filter and identify CRM-originated data in Lane.

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Webhook Events

Lane processes the following HubSpot webhook events to keep your data in sync:
EventWhat Lane Does
Company createdCreates a new company record in Lane
Company updatedUpdates the matching company record
Company deletedResets the record source to manual
Contact createdCreates a new contact record in Lane
Contact updatedUpdates the matching contact record
Contact deletedResets the record source to manual
Sync is one-way — from HubSpot to Lane. Changes made to customer records in Lane are not pushed back to HubSpot.

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FAQs and Troubleshooting

Q: What plans support the HubSpot integration?
A: HubSpot is available on the Business plan. Starter plan users will see an upgrade prompt. Q: Can I connect more than one HubSpot portal?
A: No, only one HubSpot portal can be connected per Lane workspace. Q: What happens if I disconnect the integration?
A: Previously synced records remain in Lane, but real-time updates and future syncs will stop until you reconnect. Q: Can I choose which fields to sync?
A: Yes. Use the field mapping modal to select exactly which HubSpot properties map to each Lane field. Only mapped fields are synced. Q: How does Lane match existing records during sync?
A: Lane first matches by HubSpot record ID. If no match is found, it falls back to matching by domain (for companies) or email (for contacts). Q: Are contacts automatically linked to companies?
A: Yes. Lane uses HubSpot’s company-contact associations to automatically link contacts to the correct company record in Lane. Q: Can I trigger a sync manually?
A: Yes. Go to Settings → Integrations → HubSpot and use the sync option to trigger a full re-sync at any time. Q: What happens to deleted records in HubSpot?
A: When a record is deleted in HubSpot, Lane resets its source from “hubspot” to “manual” — the record is preserved in Lane but no longer tied to HubSpot.