By 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: Pipeline generation by source, MQL→SQL conversion rate, average deal velocity by stage, win rate by source and rep, forecast accuracy.
Phase 5: Enrichment Integration
Clay → HubSpot: One-direction push. Clay enriches, pushes to HubSpot. Use clay_status property to gate: only verified records enter sequences. Never two-way sync.
LeadMagic integration: Verify emails on form fill. Enrich companies on contact create. Automate via webhook: webhook fires enrichment, results write back to HubSpot properties.
Output Format
HubSpot configuration document with: lifecycle stage definitions, deal pipeline map, required fields per stage, marketing automation flows, dashboard specs, and enrichment integration setup.
Quality Check
- Lifecycle stages defined with clear advancement criteria
- Deal pipelines configured with required fields per stage
- Lead scoring model active (fit + engagement)
- Enrichment integration: one-direction push from Clay to HubSpot
- Dashboards built for all three functions (sales, marketing, revops)
- Data quality: no duplicate contacts, no missing required fields
Common Pitfalls
No stage criteria. "We think they're an MQL" creates chaos. Define hard criteria: "ICP fit confirmed + demo requested = SQL."
Too many required fields. Reps skip CRM updates when every field is mandatory. Required: Amount, Close Date, Next Step. Everything else optional.
Two-way sync with enrichment. Clay-enriched data should flow to HubSpot, not back. Two-way sync creates data conflicts.
Default HubSpot lifecycle stages. Customize stages to your business. "Subscriber" and "Other" don't map to any real process.
No data hygiene cadence. Quarterly: deduplicate contacts, re-verify emails >90 days old, audit required fields completion.
Execution Artifacts
references/framework-notes.md— named frameworks, citation anchors, and operating assumptionstemplates/output-template.md— copy-paste deliverable structure for the userscripts/check-output.py— local checklist validator for required sections This skill includes lightweight artifacts the agent can load on demand: Use the artifacts when the user asks for an implementation-ready deliverable, a repeatable workflow, or a quality check rather than generic advice.
Related Skills
- crm-toolkit: Selection, contacts-vs-leads, hubspot-blueprint, partners
- crm-integration: CRM configuration principles
- pipeline-management: Deal stage design
- salesforce-setup: Salesforce alternative (Lead object model)
- attio-setup: Attio alternative (lists + status)