How to Automate Your CRM with Make and HubSpot (2024 Guide)

Manual CRM updates are silently killing your team's productivity. Sales reps spend an average of 5.5 hours per week on data entry alone — time that could be spent closing deals. By connecting Make (formerly Integromat) with HubSpot, you can automate lead routing, contact syncing, deal stage updates, and follow-up sequences without writing a single line of code.

This guide walks you through exactly how to set up powerful CRM automation workflows using Make and HubSpot, from your first scenario to advanced multi-step pipelines.

Why Automate HubSpot with Make?

HubSpot is one of the most powerful CRM platforms available, but its native automation (Workflows) is locked behind expensive paid tiers. Make fills that gap by letting you build custom automations that connect HubSpot to hundreds of other tools — Slack, Google Sheets, Typeform, Stripe, Gmail, and more — on a fraction of the budget.

If you're evaluating automation platforms, check out our Make (Integromat) 2024 Review: Pros, Cons, and Pricing Breakdown to understand exactly what you're working with before diving in.

CRM Automation Adoption: The Numbers

The growth in businesses using Make and HubSpot together has been explosive. The table below illustrates estimated adoption trends over the past several years:

Year	Estimated Active Integrations (thousands)	Year-over-Year Growth
2018	15	—
2019	28	+87%
2020	52	+86%
2021	94	+81%
2022	187	+99%
2023	342	+83%
2024	615	+80%

Source: AI-generated estimate based on platform growth trends. For reference only.

Getting Started: Connecting Make to HubSpot

Step 1: Create Your Make Account

Head to make.com and sign up for a free account. The free plan includes 1,000 operations per month — enough to get started with basic CRM automation.

Step 2: Authorise Your HubSpot Connection

Inside Make, click Connections → Add a connection → HubSpot CRM. You'll be redirected to HubSpot's OAuth screen. Grant access, and Make will securely store your credentials. You're now ready to build scenarios.

Step 3: Build Your First Scenario

A "scenario" in Make is a visual workflow. Think of it as a flowchart where each box is an app action. For your first scenario, try this simple but powerful flow:

• Trigger: New form submission on Typeform or Google Forms
• Action 1: Create or update a contact in HubSpot
• Action 2: Send a Slack notification to your sales channel
• Action 3: Create a deal in HubSpot and assign it to a rep

This single scenario replaces 15+ minutes of manual work every time a new lead comes in.

5 High-Impact CRM Automations to Build Today

1. Lead Capture and Contact Creation

Connect any web form, landing page tool, or ad platform (including Facebook Lead Ads) to automatically create HubSpot contacts. Use Make's Router module to segment leads by source, assigning different owners or deal pipelines based on where they came from.

2. Deal Stage Update Notifications

Trigger a Slack or email alert whenever a HubSpot deal moves between pipeline stages. This keeps your entire team aligned without anyone having to log into HubSpot to check progress.

3. Automated Follow-Up Sequences

When a new deal is created, use Make to enrol the contact in a HubSpot email sequence, or send a personalised Gmail message using data pulled directly from the contact record. This pairs beautifully with AI writing tools — learn more in our guide to Best ChatGPT Prompts for Marketing Professionals.

4. CRM-to-Spreadsheet Reporting

Push HubSpot deal data into Google Sheets automatically every day, building a real-time sales dashboard without any manual exports. This is one of the most popular Make + HubSpot use cases for small teams.

5. Cross-Platform Contact Syncing

Keep HubSpot contacts in sync with your email marketing platform (Mailchimp, ActiveCampaign, Kit) or your project management tool. When a deal closes in HubSpot, automatically add the client to an onboarding project in Asana or Notion.

Make vs HubSpot Workflows: Which Should You Use?

Feature	HubSpot Workflows	Make + HubSpot
No-code setup	✅ Yes	✅ Yes
Cross-app automation	❌ Limited	✅ 1,000+ apps
Free tier available	❌ Paid only	✅ Yes
Visual workflow builder	✅ Yes	✅ Yes
Custom logic / filters	⚠️ Basic	✅ Advanced
Best for	HubSpot-only flows	Multi-tool ecosystems

For teams using more than just HubSpot, Make is the clear winner on flexibility and cost. Want to compare Make against other platforms? Read our No-Code Automation Tools: Full Platform Comparison (2024).

Pro Tips for Better HubSpot Automation

• Use Make's Error Handling: Enable the "ignore" or "break" error handlers so your scenarios don't fail silently when HubSpot returns an empty field.
• Schedule vs Instant: Use webhook triggers for real-time automation; use scheduled scenarios for batch sync jobs.
• Test with dummy data first: Always run your scenario in test mode before activating it live — HubSpot will still create real records if you don't.
• Monitor your operations count: Complex scenarios with iterators can burn through Make operations quickly. Use the Make scenario settings to optimise execution.

HubSpot also provides detailed documentation on their API capabilities at HubSpot's Developer Portal, which is worth bookmarking as you build more advanced scenarios.