Third-Party Tools to Enable HubSpot Automation

1. Why Use Third-Party Automation Tools?

1. Fill the Workflow Gap: If you’re on HubSpot Free or Starter, you lack full workflow capabilities. A tool like Zapier or Make can trigger actions based on events in HubSpot (e.g., new contact creation).
2. Connect Multiple Apps: These platforms let you chain together multiple services. For instance, when a new contact is added in HubSpot, you could automatically add their data to Google Sheets or send a Slack notification.
3. No Coding Required: Most third-party automation services have user-friendly interfaces with drag-and-drop logic, making them accessible to non-technical consultants.
4. Cost-Effective: Many third-party tools offer free or low-cost plans for smaller automations, which might be sufficient if you don’t need massive volumes of tasks.

2. Popular Third-Party Automation Platforms

2.1 Zapier

1. Overview
   • One of the most widely used automation platforms. It supports thousands of apps, including HubSpot.
2. “Zaps”
   • Automations in Zapier are called “Zaps.” You set a “Trigger” (e.g., a new contact in HubSpot) and one or more “Actions” (e.g., create a new row in Google Sheets).
3. Free vs. Paid
   • Zapier’s free plan allows for a limited number of “Zaps” and tasks per month.
   • Paid plans unlock multi-step Zaps and conditional logic (Paths).

2.2 Make (formerly Integromat)

1. Overview
   • A robust automation tool with a visual flowchart approach.
2. Scenario
   • Automation sequences are called “Scenarios,” letting you pull data from HubSpot, manipulate it, and push it to other services.
3. Free vs. Paid
   • Free plan offers a set number of operations per month and basic features.
   • Paid tiers allow for more complex branching and higher volume.

2.3 Workato & Others

• Workato: More enterprise-oriented, but powerful. Good if you have advanced needs or multiple systems to integrate.
• IFTTT: Typically used for simpler personal automations, might not be as robust for a consulting workflow.

3. Examples of Automations with Third-Party Tools

1. New HubSpot Contact → Slack Message
   • Trigger: New contact added to HubSpot.
   • Action: Post a message in a Slack channel to notify you or your small team about the new lead.
2. HubSpot Form Submission → Google Sheets
   • Trigger: Form submission in HubSpot.
   • Action: Append row to Google Sheets with the contact’s details, building a simple external database or backup.
3. HubSpot Deal Won → Send an Email Sequence
   • Trigger: Deal Stage changes to “Closed Won” (on Free/Starter, you may rely on the “Deal updated” event).
   • Action: Send a personalized email (via Gmail or another service) or create tasks in another to-do app.
4. Sync Contacts Between HubSpot & Another CRM
   • If you keep data in multiple systems, you can keep them in sync automatically. For instance, if you’re partially migrating from an old CRM, you can ensure new updates go both ways.

4. Setting Up a Basic Automation in Zapier (Illustration)

1. Create an Account on Zapier
   • The free tier lets you create single-step Zaps and process a limited number of tasks per month.
2. Choose a Trigger
   • Search for HubSpot and select an event like “New Contact” or “New Deal.”
   • Connect your HubSpot account (using an API key or OAuth).
3. Choose an Action
   • Pick your destination app or action, such as “Create/Update Row in Google Sheets” or “Send Slack Message.”
4. Test and Turn On
   • Run a test to ensure your automation works.
   • Click “On” to activate the Zap.

Note: The same general flow applies to Make (Integromat) or Workato, with slightly different naming conventions for triggers/actions.

5. Pros and Cons of Third-Party Automation

Pros

• Extended automation without needing HubSpot Professional/Enterprise.
• Multi-app integration capabilities beyond just HubSpot’s native workflow engine.
• Often cost-effective for small users.

Cons

• External interface: You must manage your automations on the third-party site, not inside HubSpot’s workflow builder.
• Potential sync delays: Zaps or scenarios may run on intervals (e.g., every 5-15 minutes) unless you’re on a paid plan that supports immediate triggers.
• Limited complexity: On free or lower-tier plans, advanced branching or large volume tasks might not be supported.

6. Best Practices

1. Start Small
   • Automate a single step at a time: e.g., “When new contact is created, Slack message me.” This helps you get comfortable with triggers and actions.
2. Check Task Limits
   • Free plans often limit how many tasks you can run per month. Monitor usage to avoid hitting the ceiling unexpectedly.
3. Map Fields Carefully
   • When sending data from HubSpot to another app, ensure the correct fields match (e.g., “First Name” in HubSpot goes to the “Name” column in Sheets).
4. Maintain Clarity
   • Name each automation clearly (e.g., “HS Contact to Slack Notification”).
   • Keep a short doc or list describing each automation to avoid confusion later.
5. Security & Privacy
   • Storing or transferring client data requires caution. Ensure the third-party platform you use is reputable and your settings respect privacy laws (like GDPR).

7. Deciding Between Third-Party Tools vs. HubSpot Upgrades

1. When to Stick with Third-Party Automation
   • If your automation needs are simple, and you prefer the lower cost of HubSpot Free or Starter.
   • If you need integrations beyond what HubSpot does natively (like hooking into lesser-known tools).
2. When to Upgrade to Professional
   • If you want all automations in one place (HubSpot’s workflow builder).
   • If you need advanced if/then branching, multiple workflow steps for lead nurturing, or higher volume tasks.
   • If balancing multiple external integrations becomes too cumbersome.