# HubSpot Lead Scoring Integration | Trailspark AI Lead Scoring

> Trailspark scores HubSpot Contacts and Companies with explainable AI and writes scores back to custom properties. Workflow triggers, clean record creation.

_URL: https://www.trailspark.ai/integrations/hubspot_

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crm

# Trailspark + HubSpot Lead Scoring Integration

AI lead scores synced to HubSpot Contact and Company records with workflow-ready custom properties. Real-time score updates, plain-language reasoning, and clean record creation.

[Sign Up Free](https://app.trailspark.ai/register)[About HubSpot ↗](https://www.hubspot.com)

## What syncs between Trailspark and HubSpot

Every field is mapped during setup and updates in real time as scores change or HubSpot data is updated.

### Trailspark Score

→ HubSpot

Numeric 0-100 score written to a HubSpot Contact custom property. Updates in real time as new signals arrive.

### Trailspark Reasoning

→ HubSpot

Plain-language explanation written to a multi-line text property. Reps see why the score changed before they act on it.

### Trailspark Confidence

→ HubSpot

Confidence percentage for each score, useful for filtering low-confidence scores out of sales queues.

### Trailspark Account Score

→ HubSpot

Org-level score written to the HubSpot Company record, separate from individual Contact scores. Useful for account-based workflows.

### HubSpot Lifecycle Stage

← HubSpot

Trailspark reads lifecycle stage to weight signals appropriately. An MQL's product usage carries different meaning than a lead's.

### HubSpot Company Properties

← HubSpot

Firmographic fields from Company records flow in for ICP fit evaluation without duplicating data entry.

### HubSpot Deal Stage

← HubSpot

Deal stage informs the SparkSense ICP model and feeds the feedback loop when deals close won or lost.

## Use cases

1

### Replace static MQL scoring with explainable AI scoring

Many HubSpot teams run a static point-based MQL model that drifts out of date. Trailspark writes a separate score so the existing MQL model keeps running, and teams compare the two over 30 days before consolidating on Trailspark's reasoning-based scoring.

2

### PQL scoring for product-led motions

HubSpot's built-in scoring does not read product usage events. Trailspark ingests product events via webhooks, scores them together with HubSpot's marketing engagement data, and writes a single product qualified lead signal to HubSpot for sales routing.

3

### Clean CRM growth during free trial expansion

Free trial signups stay in Trailspark until they cross the scoring threshold you configured. HubSpot only receives Contact records for trial users with real buying signal, so your HubSpot contact count reflects pipeline-worthy users rather than total signups.

## Setup

From authentication to first scored contact in under an hour for most teams.

1.  1

    ### Connect HubSpot via OAuth

    Authenticate from the Trailspark integrations panel with a HubSpot admin account. No HubSpot app install required.

2.  2

    ### Create the Trailspark custom properties

    A one-click setup creates four Contact properties and one Company property for the score fields, with the right types and groupings for workflow access.

3.  3

    ### Configure selective record creation

    Set a score threshold for creating HubSpot Contact records from Trailspark-scored product users. Users below threshold stay in Trailspark without cluttering your HubSpot database.

4.  4

    ### Build workflows on the score property

    Use HubSpot Workflows to route high-scoring Contacts into sales queues, trigger sequences, or add them to lists. Score updates fire workflow enrollment in real time.

5.  5

    ### Map firmographic properties for scoring inputs

    Choose which HubSpot Company properties flow into Trailspark for ICP evaluation. Most teams map industry, employee count, and revenue as starting inputs.


## Common questions

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## Other integrations and pages

[Integration

### Salesforce

crm](https://www.trailspark.ai/integrations/salesforce)[Integration

### Segment

cdp](https://www.trailspark.ai/integrations/segment)[Product

### How scoring works

The full product page.](https://www.trailspark.ai/ai-lead-scoring)

## See Trailspark and HubSpot on your own data

Start free. Connect HubSpot with OAuth. Watch scores land in the custom fields your reps already use.

[Sign Up Free](https://app.trailspark.ai/register)