How to Sync Voice AI Conversations Back to HubSpot

How to Sync Voice AI Conversations Back to HubSpot

Every call your AI voiceAI voiceAn artificially generated, natural-sounding voice produced by a TTS model. Thoughtly supports a library of AI voices and brand-specific cloning.Read full definition → agent handles generates valuable data: who called, what they asked for, whether they qualified, and what happens next. If that data stays trapped in a separate tool, your sales team rebuilds context from scratch every time they open a contact record. Pipeline visibility suffers, follow-up sequences fire blind, and reporting gaps widen with every conversation.

This guide walks through connecting Thoughtly to HubSpot so that every AI conversation — transcripts, qualification outcomes, deal-stage changes, and structured field updates — writes back to the correct contact record automatically. No middleware, no manual entry, no data lag.

By the end, you will have a working post-call automation that pushes conversation data into HubSpot the moment each call ends.

What You'll Need

Before starting, make sure you have the following:

• A Thoughtly account with at least one deployed voice agent
• A HubSpot account (free CRM works for basic write-back; Workflow-based triggers require Marketing Hub Pro+ or Operations Hub)
• Admin or super-admin permissions in both Thoughtly and HubSpot
• At least one voice agent with variables configured to capture conversation data (we will cover this in Step 3)
• A test contact in HubSpot you can use to validate the sync before going live

Step 1: Connect HubSpot to Thoughtly via OAuth

Thoughtly uses OAuthOAuthAn authentication standard that lets Thoughtly connect to your CRM or app without storing your password.Read full definition → to authenticate with HubSpot, which means no API keys to manage and no tokens to rotate. The connection is secure, scoped, and takes about two minutes.

1. Open the Thoughtly dashboard and navigate to Settings → Integrations.
2. Find HubSpot in the integrations list and click Connect HubSpot.
3. HubSpot's OAuth screen will ask you to select which Hub (Sales, Marketing, Service) and which account to connect. Choose the account and Hubs that match your use case.
4. Authorize the connection. Thoughtly will request read and write access to Contacts, Companies, Deals, and Engagements.
5. Once connected, you will see HubSpot listed as an active integration in the Thoughtly integrations panel.

At this point, Thoughtly can read HubSpot Contacts, Companies, Deals, and Custom Objects. It can also write back Engagements, property updates, and lifecycle-stage changes.

Step 2: Map HubSpot Properties to Thoughtly Fields

Field mapping tells Thoughtly which HubSpot properties to read for call context and which ones to update after a conversation. Good mapping means your agent knows who it is talking to and your CRMCRMThe system of record for leads, contacts, deals, and activity. Thoughtly reads from and writes to your CRM continuously.Read full definition → reflects what happened.

Inbound mapping (HubSpot → Thoughtly)

Select the HubSpot properties your agent needs during the call — for example, lead source, lifecycle stage, service area, or any custom property that helps the agent personalize the conversation. These map to Thoughtly contact attributes so the agent can reference them in prompts.

Outbound mapping (Thoughtly → HubSpot)

Decide which call outputs should write back. The most common fields are qualification outcome, next step, and appointment date — but you can map any variableVariableA named value the voice agent stores during a conversation — caller name, intent, qualifying answers — and uses to drive routing and post-call actions.Read full definition → your agent captures.

Use stable, descriptive attribute names in lower_snake_case so that automations and downstream HubSpot Workflows can reference them reliably.

Step 3: Configure Variables to Capture Conversation Data

Variables are how your Thoughtly voice agentVoice agentAn autonomous, conversational interface that interacts with humans over the phone — answering, qualifying, and routing calls without human staffing.Read full definition → extracts structured data from a conversation. Each variable pulls a specific piece of information from the caller's responses and makes it available for post-call automations — including your HubSpot sync.

Open your agent in the Agent Builder, select a Speak node, and scroll to the Variables panel. Click Add variable for each data point you want to capture.

Key variables for HubSpot sync

For a typical inbound lead qualification agent, you might configure:

• qualification_result (Text) — Extraction instructions: "Determine whether the caller qualifies based on stated need, urgency, and service-area fit. Return one of: Qualified, Nurture, Not Interested, Callback Requested. If unclear, return Nurture."
• insurance_type or service_needed (Text) — Extract the specific product or service the caller is asking about. Normalize to your standard categories.
• appointment_date (Text) — Extract any confirmed appointment date and time. Format as ISO 8601. If no appointment was booked, leave empty.
• callback_ok (Boolean) — "Return true if the caller explicitly agreed to a follow-up call, false otherwise."
• call_summary (Text) — Source: Conversation history. "Summarize the key outcomes, caller intent, and next steps in 2-3 sentences. Do not invent details."

Set the Source to Current speak node when you want extraction from the latest response only (good for confirmations) or Conversation history when the detail may have been mentioned earlier.

Step 4: Build a Post-Call Automation with On Call Completed

The recommended path for syncing call data to HubSpot is the On Call Completed trigger inside Thoughtly Automations. This replaces the legacy post-call settings and gives you conditional logic, multi-step workflows, and error handling.

1. Navigate to Automations in the Thoughtly dashboard.
2. Create a new automation and select the Thoughtly → On Call Completed trigger.
3. Choose the trigger scope. You can select specific agents or All Agents. If you only want to sync calls from your lead qualification agent, select that agent specifically. If you want every conversation to write back to HubSpot, select All Agents.
4. Click the Output tab and Refresh to inspect the payload schema. You will see the full call payload: transcript (as a structured array with speaker, timestamp, and node ID), captured variables, call duration, outcome, and contact details.
5. Copy the field paths for the variables you need — for example, the path to qualification_result and call_summary.

The On Call Completed trigger fires after every qualifying call, giving you access to the full transcriptTranscriptThe text record of a voice conversation, used for review, training, compliance audit, and search.Read full definition →, all extracted variables, call metadata, and the contact record.

Step 5: Add HubSpot Update Steps to Your Automation

With the trigger in place, add the integration steps that write data to HubSpot. Thoughtly's native HubSpot actions let you create, search, update, and retrieve contacts and deals directly.

Search for the existing contact

Add a HubSpot → Search Contact step first. Search by phone number or email to find the matching HubSpot contact. This prevents duplicate records and ensures you are updating the right person.

Update contact properties

Add a HubSpot → Update Contact step. Map your captured variables to the corresponding HubSpot properties:

• qualification_result → Lead Status
• appointment_date → Next Activity Date
• call_summary → your custom "Last AI Call Notes" property
• callback_ok → a custom boolean property if you track callback consent

Thoughtly's empty-field filtering prevents accidental overwrites: if a variable was not captured on a particular call, that property will not be blanked out in HubSpot.

Update deal stage (optional)

If the call outcome should move a Deal forward, add a HubSpot → Update Deal step. Map the qualification result to the appropriate deal stage — for example, if qualification_result is "Qualified," move the deal to "Connect Call Completed" or your equivalent pipeline stage.

Add conditional logic

Use a Conditions step between the trigger and HubSpot actions to route different outcomes differently. For example:

• If qualification_result equals "Qualified" → Update Contact + Update Deal + add to "Hot Leads" active list
• If qualification_result equals "Callback Requested" → Update Contact with preferred callback time
• If qualification_result equals "Not Interested" → Update Contact Lead Status only, suppress from future outreach

Step 6: Test the Sync on a Real Contact

Before activating the automation for production traffic, validate the full loop on a test contact.

1. Create or identify a test contact in HubSpot with a known phone number.
2. Make sure the automation is in Draft mode (it will not execute live until you activate it).
3. Use Thoughtly's Call Me or Test Agent feature to place a test call to the agent. Walk through a realistic conversation that triggers your variables.
4. After the call completes, check the On Call Completed trigger's Output tab — click Refresh to see the actual call payload.
5. Verify that the captured variables appear with the expected values.
6. Manually trigger the automation in Draft to confirm the HubSpot steps execute. Check the test contact's timeline in HubSpot — you should see updated properties and a Call Engagement with the transcript.
7. Once verified, click Activate to switch the automation to live.

Every call lands as a HubSpot Call Engagement with the recording link, full transcript, AI-generated summary, structured outputs, and the agent name. It appears on the contact timeline identically to a manually-logged call.

Step 7: Enable Bidirectional Sync for Ongoing Contact Imports

Post-call write-back is only half the picture. To keep your Thoughtly Audiences and HubSpot contacts aligned, enable CRM Sync for inbound data as well.

1. In Thoughtly, go to your HubSpot integration settings.
2. Choose the HubSpot object or list you want to sync — for example, an Active List of leads in a specific lifecycle stage.
3. Configure field mapping for the inbound direction: HubSpot properties → Thoughtly contact attributes.
4. Select sync criteria or filters to limit which contacts sync (you probably do not want to import every contact in your entire HubSpot instance).
5. Run a test sync and review the imported contacts in Thoughtly's Audiences section.

With bidirectional sync active, new HubSpot contacts that meet your filter criteria automatically appear as Thoughtly contacts, and every Thoughtly conversation writes results back to HubSpot. No CSV uploads, no manual imports, no stale data.

Common Mistakes

These are the issues teams run into most often when setting up a HubSpot sync. Avoiding them upfront saves debugging time later.

• Confusing attributes and metadata. Metadata is per-call and temporary; attributes persist on the contact. If you need a value to survive across calls and appear in HubSpot long-term, store it as an attribute, not metadata. See Attributes vs Metadata in the Thoughtly docs.
• Skipping the Search Contact step. If you jump straight to Create Contact, you risk duplicates. Thoughtly tries to match existing contacts by phone, email, or HubSpot ID — but an explicit Search step gives you control over de-duplication logic.
• Forgetting to activate the automation. Automations start in Draft mode. Until you click Activate, the On Call Completed trigger will not fire. This is the most common "it's not working" support ticket.
• Mapping too many fields. Start with the five or six properties your sales team actually uses. You can always add more later. Over-mapping creates noise in the contact timeline and increases the chance of field-type mismatches.
• Not testing with a real call. The Test Agent text chat validates agent logic, but only a real call (via Call Me) confirms that variables extract correctly from spoken conversation and that the full payload flows to HubSpot.
• Ignoring HubSpot tier limitations. Workflow-based triggers require Marketing Hub Pro+ or Operations Hub. List-based triggers and the basic write-back path work on HubSpot's free CRM, but you lose conditional Workflow branching on HubSpot's side.

Measuring Success

Once the sync is live, track these metrics to confirm it is working and delivering value:

Review the Thoughtly Automation logs weekly for the first month. Look for failed steps, field-mapping errors, and unmatched contacts. Most issues surface in the first week and are fixable by adjusting field types or adding fallback logic.

Frequently Asked Questions

Does syncing to HubSpot use up HubSpot calling minutes?

No. Thoughtly runs its own voice infrastructure. Calls are billed through Thoughtly per minute. The HubSpot integration writes call data back as Engagements, but it does not consume HubSpot Calling minutes or require a Sales Hub Pro/Enterprise calling seat.

Can I sync conversations from both inbound and outbound calls?

Yes. The On Call Completed trigger fires for any call the selected agents complete, regardless of direction. You can use Conditions steps to branch logic based on whether the call was inbound or outbound if you need different HubSpot update behavior for each.

What happens if the HubSpot contact does not exist yet?

You can configure your automation to create a new HubSpot contact when the Search Contact step returns no match. Thoughtly respects HubSpot's duplicate-property rules and can be set to "update only" mode if you prefer that unmatched contacts are not created automatically.

Will the transcript appear on the HubSpot contact timeline?

Yes. Every synced call lands as a HubSpot Call Engagement on the contact timeline. It includes the recording link, full transcript, AI-generated summary, structured variable outputs, and the agent name. For reporting purposes, it looks identical to a manually-logged call.

Does this work with HubSpot Custom Objects?

Thoughtly reads HubSpot Contacts, Companies, Deals, and Custom Objects. Write-back support for Custom Objects depends on the specific object and field configuration. Contact your Thoughtly account team if you need to map variables to a Custom Object.

Sources and Further Reading

• Thoughtly Docs: HubSpot Integration
• Thoughtly Docs: Getting Started with Automations
• Thoughtly Docs: Attributes vs Metadata
• Thoughtly Docs: Variables
• Thoughtly Docs: CRM Sync
• Thoughtly: HubSpot Integration Page
• 8 Best AI Voice Agents with CRM Integration in 2026
• How to Build a Speed-to-Lead AI Agent with Thoughtly