hubspot-setup

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---
name: hubspot-setup
description: >-
  Set up HubSpot for B2B SaaS GTM — CRM configuration, deal pipelines, lifecycle
  stages, marketing automation, sequences, reporting dashboards, and enrichment
  integration. Use when configuring HubSpot for sales, marketing, or revops.
  Triggers on: "HubSpot setup", "configure HubSpot", "HubSpot CRM", "HubSpot
  pipeline", "HubSpot marketing", or any HubSpot configuration request.
license: MIT
compatibility: Claude Code, Jesse, Codex, Hermes, Windsurf, OpenCode, Gemini CLI, Copilot, Zed, VS Code, Goose
metadata:
  version: "1.1.0"
  author: LeadMagic
  category: automation
  tags: [hubspot, crm, setup, marketing, sales, lifecycle, contacts]
  frameworks:
    - "HubSpot Smart CRM Framework"
    - "Lifecycle Stage Model"
    - "HubSpot Academy — CRM Automation"
  related_skills: [crm-toolkit, crm-integration, pipeline-management, salesforce-setup, attio-setup]
---

# HubSpot Setup

## Overview

HubSpot is the most popular CRM for SMB and mid-market B2B SaaS. Its strength
is the unified platform: CRM, marketing, sales, and service in one system. Its
weakness is that it's easy to configure poorly and hard to fix later. This skill
covers setup for GTM teams: deal pipelines, lifecycle stages, marketing
automation, reporting, and enrichment integration.

## Authoritative Foundations

- **HubSpot Smart CRM Framework** — Lifecycle stages, object model, and workflow enrollment patterns.
- **Lifecycle Stage Model** — Startup operating cadence — default alive, talk to users, launch fast.
- **HubSpot Academy — CRM Automation** — Lifecycle stages, object model, and workflow enrollment patterns.

## When to Use

- "Set up HubSpot for our sales team"
- "Configure HubSpot deal pipelines"
- "Set up HubSpot marketing automation"
- "Build HubSpot reports and dashboards"
- "Integrate enrichment with HubSpot"

## Step-by-Step Process

Load **crm-toolkit** first — confirm HubSpot fit (crm-selection), contacts-vs-leads
(HubSpot uses **Contacts only** — lifecycle stages replace Salesforce Leads), and
hubspot-blueprint (field and workflow catalog).

### Phase 1: CRM Foundation

**Contacts vs leads:** HubSpot has no Lead object. Inbound records are **Contacts**
with lifecycle stage = Lead until qualified. Do not duplicate records. See
**crm-toolkit** → contacts-vs-leads reference.

**Lifecycle stages:** Subscriber → Lead → MQL → SQL → Opportunity → Customer →
Evangelist. Define clear criteria for stage advancement. Never use "Other."

**Deal pipeline stages:** Customize per sales motion. Standard: New → Contact
Made → Discovery → Demo → Proposal → Negotiation → Closed Won / Closed Lost.
Each stage: required fields (Amount, Close Date, Next Step).

**Contact/Company properties:** Standardize naming. Add custom properties:
ICP fit score, enrichment status (pending/enriched/verified), lead source
detail, MEDDICC dimensions for enterprise.

### Phase 2: Marketing Hub

**Email marketing:** Lists by lifecycle stage. Sequences for nurture. Templates
with brand consistency. A/B testing on subject lines.

**Forms:** Embedded on website, pop-ups, landing pages. Map form fields to
contact properties. Auto-enrich on form fill via webhook to enrichment provider.

**Lead scoring:** HubSpot score based on fit (company properties) + engagement
(Page views, email clicks, form fills). Threshold: score >X triggers MQL.

### Phase 3: Sales Hub

**Sequences:** Automated email follow-up sequences. Personalization tokens.
Task creation for calls and LinkedIn touches. Unenroll on reply.

**Meeting scheduler:** HubSpot meetings integration. Round-robin or rep-specific.
Embed on website and in email signatures.

**Playbooks:** Guided selling for reps. Discovery questions, objection handling,
competitive positioning. Triggered by deal stage.

### Phase 4: Reporting

**Dashboards:** Sales (pipeline, forecast, rep activity), Marketing (traffic,
conversions, MQLs), RevOps (pipeline velocity, conversion rates, data health).

**Key reports:**