HubSpot Integration

Connect your HubSpot CRM with N.Rich

The article is currently being updated. Please get in touch with your CSM for more information.

A HubSpot CRM / MAS integration can be used in N.Rich to power an array of functionalities:

HubSpot CRM: Automatic Sync of CRM Data
An essential feature designed to create associations between HubSpot accounts and N.Rich accounts. When enabled, this feature will check if N.Rich accounts exist in your CRM and if so, it will create an association between the accounts and sync account data between them. Read more here.
HubSpot CRM: pulling deal (opportunity) data from HubSpot to N.Rich. This data is used for measuring opportunity attribution (opportunity analytics), creating segments based on opportunity data and for generating Ideal Customer Profiles (ICP).
HubSpot CRM: pushing ABM engagement data and Intent data to HubSpot company object. This data becomes available as account properties and can be used for example for account prioritisation, reporting, or sales outreach personalisation. Read more about this feature here.
HubSpot CRM: Account Push Feature
This feature enables you to grow your CRM accounts by pushing new accounts that are discovered in N.Rich to HubSpot. Read more about this feature here.
HubSpot CRM: Showing N.Rich ABM engagement on company timeline. Timeline engagement is useful for tracking the overall journey of the account, although this data can't be used as a basis of creating lists or workflows.
HubSpot MAS: Syncing HubSpot contact-level cookie id's with N.Rich cookie id's. HubSpot contacts have a cookie id if they have either submitted a HubSpot form or clicked a HubSpot marketing email (clicking Sales emails doesn't create a HubSpot cookie). Cookie sync is used to associate the ad and website engagement tracked on N.Rich to the contact on HubSpot.
HubSpot MAS: Pulling form submissions and email engagement data to N.Rich intent reports. HubSpot engagement data is used as a component of N.Rich intent reports scoring model.
HubSpot CRM: Sales Engagements - Pulling sales activity from company records to power Opportunity Analysis within the ABM Progression Analytics feature. Sales engagements include Call Logged, Email Sent, Email Reply and Meeting Set events in HubSpot.

Setting up

HubSpot CRM and MAS

If you use HubSpot as both CRM and Marketing Automation Platform, you need to integrate HubSpot only from the CRM setup of N.Rich and there is no need to integrate from the Marketing Automation tab in this case. HubSpot integration can be done by simply clicking on INTEGRATE button on N.Rich setup (Setup / CRM /HubSpot CRM) and authenticating with a HubSpot API user.

Here are the steps that you need to ensure when creating the user:

For security reasons, instead of using shared credentials and a shared user, it is recommended to create a dedicated user for N.Rich
The HubSpot user must have read and write access to HubSpot API including Companies, Contacts, Deals objects as well as any objects used for identifying product-association of opportunities.

Below is a full list of the permissions N.Rich requires and the purpose and use of the associated data:

Permission Scope	Usage
Manage and view your CRM data
View details about property settings for companies.	Required to get the current structure of properties and fields, allowing N.Rich to align data and ensure compatibility with your HubSpot CRM.
Create, delete, or make changes to property settings for companies.	Allows N.Rich to push data into your CRM, including the creation of custom fields when necessary, to support comprehensive account tracking.
View details about users assigned to a CRM record.	Enables N.Rich to display the account owner on the N.Rich platform, providing visibility into account ownership within your CRM.
View properties and other details about companies.	Required to access and display key company information on the N.Rich platform, facilitating correct accounts mapping between HubSpot and N.Rich.
Create, delete, or make changes to companies.	Allows N.Rich to sync and update company data, required for the "CRM Accounts Push" feature if enabled
View details about contact lists.	Enables synchronization of HubSpot lists to N.Rich segments
View properties and other details about deals.	Enables visibility into deals, supporting revenue tracking and helping correlate account engagement with deal progress. Is the foundation for the Opportunity Analytics
View properties and other details about contacts.	Allows N.Rich to access contact-level information, providing insights into form-fills or other sales engagements.
Create timeline events
Grants access to manage custom activities on HubSpot CRM records. This includes creating or updating records.	Grants N.Rich permission to log engagement activities directly into HubSpot timelines. This enables a historical view of key interactions, helping sales and marketing teams understand account behavior over time. This feature is now in Beta.
Basic HubSpot account information
This includes your user email address and the account's primary domain.	Required to verify the integration and ensure that N.Rich data aligns with the correct HubSpot account, minimizing discrepancies in account-level engagement tracking.
Forms
This Includes access to the Forms API	Allows N.Rich to capture and process form submissions from your HubSpot instance, providing the analytics of how form fills are influenced by marketing. This feature is now in Beta.
Read one-to-one emails
Grants access to read one-to-one emails sent to contacts	Enables N.Rich to analyze metrics related to one-to-one emails, such as opens and clicks. Required for the conversion metrics calculation. N.Rich neither gets or stores the content of emails.

HubSpot Integration - Account properties

You will find below the company properties the N.Rich integration creates and updates when the integration is active.

N.Rich Intent Report Scores

Type	Field name	Field label	Description
Text	nrich_intent_report_name	Intent report name	Intent report name
Number	nrich_composite_intent_score	Composite intent score	Composite account intent score (weighted third party and first party intent data based on intent report settings)
Number	nrich_high_intent_contacts_num	High intent contacts	Number of contacts (cookies) with high intent score)
Number	nrich_high_intent_topics_num	High intent topics	Number of topics with > 60 as the intent score
Text	nrich_intent_location_1	Intent location 1	Top location for intent
Text	nrich_intent_location_2	Intent location 2	2nd location for intent
Text	nrich_intent_location_3	Intent location 3	3rd location for intent
Text	nrich_intent_topic_1	Intent topic 1	Highest scoring intent topic (available only if third party intent data is used in report and available for the account)
Text	nrich_intent_topic_2	Intent topic 2	Second highest scoring intent topic (available only if third party intent data is used in report and available for the account)
Text	nrich_intent_topic_3	Intent topic 3	Third highest scoring intent topic (available only if third party intent data is used in report and available for the account)
Text	nrich_analytics_link	N.Rich analytics link	Permanent link to the N.Rich account analytics page of the account
Text Area (Long)	nrich_intent_topics_list	All intent topics	Multiline text property that has all the topics separated by a newline
Number	nrich_first_party_intent_score	First party intent score	Raw first party intent score from the selected intent report
Number	nrich_third_party_intent_score	Third party intent score	Raw third party intent score from the selected intent report
Text	first_party_intent_countries	First party intent countries	Lists the top 10 countries from where first-party engagements have originated, sorted by highest engagements first.
Text	first_party_intent_locations	First party intent locations	Lists the top 10 locations, including city-level info where first-party engagements have originated, sorted by highest engagements first.
Text	third_party_intent_countries	Third party intent countries	Lists the top 10 countries from where third-party intent signals have originated, sorted by highest intent first.
Text	third_party_intent_locations	Third party intent locations	Lists the top 10 locations, including city-level info where third-party intent signals have originated, sorted by highest intent first.

N.Rich ABM and website engagement

Type	Field name	Field label	Description
Date	nrich_last_engagement_date	Last ABM engagement date	Last date with one or more ABM Engagements: video views, article readers or clicks
Date	nrich_last_click_date	Last ABM click date	Last N.Rich click (and visit) date. Clicks are recorded using N.Rich tag on the website, so every click also means a visit.
Date	nrich_last_website_visit_date	Last website visit date	Last website visit date (any website visit, not just ABM)
Number	nrich_engaged_contacts	Contacts with ABM engagement	Number of ABM engaged unique cookies from the account. Aggregated to the time frame user has selected
Number	nrich_clicked_contacts	Contacts with ABM clicks	Number of clicked unique cookies from the account. Aggregated to the time frame user has selected
Number	nrich_visited_contacts	Contacts with website visits	Number of visited unique cookies from the account from any channel. Aggregated to the time frame user has selected
Number	nrich_total_clicks	Total clicks	Total ABM clicks. Aggregated to the time frame user has selected.
Number	nrich_total_video_views	Total video views	Total ABM video views. Aggregated to the time frame user has selected.
Number	nrich_total_article_readers	Total article readers	Total ABM article readers. Aggregated to the time frame user has selected.
Number	nrich_total_engagements	Total ABM engagement	Total ABM engagements. Aggregated to the time frame user has selected.
Number	nrich_total_website_visits	Total website visits	Total website visits from any source. Aggregated to the time frame user has selected.
Text Area (Long)	nrich_top_website_engagements	Top 5 website engagements	Multiline text property with top-5 urls based on the number of page views.
Text Area (Long)	nrich_top_ad_engagements	Top 5 ad engagements	Multiline text property with top-5 ads based on number of engagements
Text Area (Long)	nrich_top_campaign_engagements	Top 5 campaign engagements	Multiline text property with top-5 campaigns based on the number of engagements.
Number	nrich_all_time_engagements	All time engagements	Total all time engagements disregarding the selected time range
Number	nrich_all_time_engaged_contacts	All time engaged contacts	Total engaged cookies disregarding the selected time range

ICP velocity metrics

Type	Field name	Field label	Description
Text	nrich_icp_sales_velocity_class	ICP sales velocity	Sales velocity has 3 possible values: `High`, `Medium` or `Low`.
Number	nrich_icp_sales_velocity_score	ICP sales velocity score	A number in the range of 0-100 representing sales velocity score.

Hubspot MAS

If you only use HubSpot for marketing automation and not as CRM, you need to go to the Marketing Automation tab of N.Rich setup and add the HubSpot portal ID and API key.