If you’re here, you care about getting better leads into HubSpot—without burning hours wrangling messy integrations. This is for marketers, ops folks, and anyone who wants to actually use survey data to qualify leads, not just collect dust in a spreadsheet. I’ll walk you through hooking up Survicate with HubSpot, mapping survey answers to contact records, and making sure your sales team gets real, actionable info. No fluff, no skipped steps, and I’ll call out the stuff that usually trips people up.
Why Connect Survicate and HubSpot for Lead Qualification?
You probably know the pitch: Survicate lets you run surveys (on your site, in emails, wherever) and HubSpot is your CRM. Put them together, and you can ask prospects qualifying questions—then push those answers straight to their HubSpot contact record. That means less manual data entry, faster lead routing, and (ideally) sales teams that actually trust your lead scoring.
But here’s the deal: integrations are never really “one click.” If you want the data to land in the right place, in the right format, you need to be deliberate. This guide is all about getting it right the first time.
Prerequisites: What You Need Before You Start
Make sure you have:
- A Survicate account (on a paid plan—free plans don’t offer HubSpot integration as of this writing)
- A HubSpot account (with permissions to edit contacts and properties)
- Admin access to both platforms
- Some idea of the lead qualification questions you want to ask
Pro Tip: If you’re just testing, set up a sandbox or use dummy contacts—you don’t want to spam your real database while fiddling.
Step 1: Plan Your Lead Qualification Survey
Before you touch any integration settings, get crystal clear about what you want to ask and why. Don’t just throw in generic questions. Think about what actually helps your team qualify a lead.
- Map questions to HubSpot properties. For example:
- “What’s your company size?” → HubSpot property:
Company size - “What’s your biggest challenge?” → Custom property:
Pain Point - Decide on question types. Multiple choice is easiest to sync; open text fields need more thought (and are harder to automate).
What to skip: Long, rambling surveys. Keep it tight—3-5 questions max, or nobody will finish.
Step 2: Build Your Survey in Survicate
- Log in to Survicate.
- Click Create Survey and pick your delivery method. For lead qualification, you’ll usually want:
- Website survey (pop-up, slide-in, etc.)
- Email survey (embedded or linked)
- Add your qualifying questions. Set each up as:
- Single choice or dropdown when possible (way easier to sync to HubSpot).
- Short text only if you absolutely need open-ended input.
- Preview your survey to spot any logic issues.
Pro Tip: Label your survey clearly (“Lead Qualification – Website”) so you don’t lose track later.
Step 3: Connect Survicate to HubSpot
Now for the handshake.
- In Survicate, go to Integrations.
- Find HubSpot and click Connect.
- Authorize Survicate to access your HubSpot account.
- You’ll need to log in and grant permissions. If you hit errors, double-check you’re logged in with an admin account in HubSpot.
Heads up: If your company uses strict HubSpot permissions, you might need to bug your admin for extra access.
Step 4: Map Survey Responses to HubSpot Properties
This is where most integrations break down—garbage in, garbage out. Take your time here.
- In Survicate, open your survey and go to Settings > Integrations > HubSpot.
- For each question, choose the HubSpot property you want to sync the answer to.
- You can map to default properties (like job title, lifecycle stage) or any custom property in your HubSpot setup.
- If you need a property that doesn’t exist, go create it in HubSpot first (Contacts > Settings > Properties > Create Property), then refresh in Survicate.
- Set up value mapping for multiple choice questions:
- Make sure the answer choices match your HubSpot property options exactly (spelling/casing matters).
- If you mismatch values, data won’t sync—or worse, you’ll end up with a mess of nearly-duplicate property values.
What to ignore: Open text fields if you don’t have a plan for using the data. They’re hard to score and hard to automate.
Step 5: Test the Integration
Don’t skip this. Testing with real submissions is the only way to catch weirdness before your sales team does.
- Go through your live survey as a test user (use a unique email address).
- Submit responses that cover each possible answer.
- In HubSpot, search for the test contact and check if the properties updated as expected.
- If something’s missing or off:
- Double-check your property mapping in Survicate.
- Make sure you’re looking at the correct contact record (HubSpot matches on email address by default).
- If you still don’t see data, try a hard refresh in both apps or wait a few minutes—sometimes syncs are delayed.
Pro Tip: Do this with multiple test cases, especially for any “Other” options or text fields.
Step 6: Automate Lead Qualification in HubSpot
You’ve got survey data flowing in—now make it actually useful.
- Set up workflows to auto-update lead status or assign leads based on survey answers.
- Example: If “Company size” = “500+,” set lead status to “High Value.”
- Create lists in HubSpot using your new properties.
- Example: List of all contacts where “Pain Point” = “Integration Issues.”
- Send alerts to sales or marketing when a highly qualified lead comes in.
What works: Automating simple tasks (like updating lead status or sending internal notifications) based on survey answers.
What doesn’t: Overcomplicating your workflows. If you try to do everything at once, you’ll just create more headaches.
Step 7: Launch Your Survey (But Start Small)
Once everything checks out, set your survey live. But don’t blast it to your whole database until you’ve seen how it works in the wild.
- Start with a pilot group (e.g., 10% of new leads or a specific segment).
- Watch for:
- Drop-off rates (are people actually finishing?)
- Data quality (are you getting junk responses?)
- Complaints from sales (“Why is this field blank?”)
Tweak as needed before rolling out more widely.
Troubleshooting: Common Issues and How to Fix Them
1. Survey responses not syncing? - Double-check that each question is mapped to a valid HubSpot property. - Make sure your Survicate plan actually includes HubSpot integration.
2. Data mismatches or weird values in HubSpot? - Your answer values in Survicate probably don’t match the property options in HubSpot. Go back and make them identical.
3. Duplicate contact records? - HubSpot matches on email address by default. If someone submits the survey with a new email, you’ll get a new contact.
4. Open-ended answers are useless in HubSpot? - Yep, unless you set up manual review or text analysis. Stick to structured questions for anything you want to automate.
Honest Take: What Works, What Doesn’t
What works:
- Multiple choice questions mapped to dropdown/select fields in HubSpot.
- Short, focused surveys that don’t annoy people.
- Using new survey data to actually drive actions (lead scoring, assignments, etc.).
What doesn’t:
- Trying to sync every possible survey question—pick only what matters for qualification.
- Expecting open text responses to be useful without manual review.
- Assuming the integration is “set and forget.” You’ll need to check on it as your forms and properties change.
Keep It Simple and Iterate
Don’t try to build the perfect system on your first go. Start with a short, sharp survey. Sync only the answers you’ll actually use. Test the flow end to end. Once you see real results—and real problems—iterate from there. Integrations are never done, but if you keep things simple, they don’t have to be a constant headache.
Happy syncing.