HubSpot Integration

​

Overview

• Activity Timeline: Post-call analysis and call summary
• Call Log: Recording and detailed call transcript
• Company Record: Call logs also appear on the associated company timeline

​

Installing the Application

1

Initiate installation

Click Connect app when prompted during installation.

2

Complete external integration form

You will be redirected to an external integration form.

3

Sign up for Retell AI

Sign up on the Retell AI website to access your dashboard if you don’t already have an account.

4

Get your API key

Navigate to Settings → API Keys in the Retell AI Dashboard.Copy the Secret Key (Webhook) and paste it into the Retell API Key field on the installation form.

5

Configure webhook URL

Copy the Webhook URL provided in the form and paste it into the Webhooks section of your Retell Dashboard (Settings → Webhooks).

6

Save and return to HubSpot

Click Save to submit the form, then close the page and return to HubSpot.

​

Using the Application

• New lead qualification: Call leads immediately after they submit a form to qualify interest
• New contact created: Reach out to new contacts added to your CRM
• Deal stage changes: Follow up when a deal moves to a specific stage
• Re-engagement: Call contacts who haven’t been active for a set period
• Appointment reminders: Confirm upcoming meetings or demos
• Post-purchase follow-up: Check in with customers after a purchase

​

Step 1: Creating the HubSpot Workflow

1

Create a new workflow

Navigate to Automation → Workflows in HubSpot.Create a new workflow and choose your trigger based on your use case:

• Form submission: Trigger when a lead fills out a specific form
• Record created: Trigger when a new contact is added to your CRM
• Property value change: Trigger when a deal stage or lead status changes
• Date-based: Trigger based on a specific date property (e.g., appointment date)

For this example, set the trigger to Data Values → Record Created.

2

Add phone number condition

Add a condition for Phone number is known. This ensures the workflow only triggers for contacts with valid phone numbers, preventing failed call attempts.You can also add additional conditions to further qualify which contacts receive calls:

• Lead status: Only call contacts with a specific lead status
• Lifecycle stage: Target contacts at a particular stage (e.g., “Lead” or “Marketing Qualified Lead”)
• Contact owner: Route calls based on the assigned sales rep
• Custom properties: Filter based on your business-specific criteria

The final trigger should look like the following:

3

Add Retell AI action

Click the (+) button to add an action. Select Retell AI → Make a Phone Call under “Integrated apps”.

4

Configure the call form

Configure the call form with the following settings:

• From: Select the Retell AI agent/phone number
• To: Select the contact’s phone number token
• Dynamic Variables (Optional): Pass data like the contact’s name using JSON format. Ensure all values are surrounded by quotes.

The call form configuration dialog showing all available fields

Selecting the Retell AI agent/phone number from the From dropdown

Selecting the contact's phone number token for the To field

The Dynamic Variables field where you can pass JSON data to your agent

Click Save.

5

Add subsequent actions based on call outcome

After the call completes, you can branch your workflow based on the call outcome to automate follow-up actions.Use the Call Success output from the Retell AI action to create branches:If call was successful:

• Send a follow-up email with next steps
• Create a task for the sales rep to review the call
• Update the contact’s lifecycle stage
• Add the contact to a nurture sequence

If call was unsuccessful (no answer, voicemail, etc.):

• Schedule a retry call for a later time
• Send an SMS or email as an alternative touchpoint
• Add to a “needs follow-up” list

You can also use other call outputs like User Sentiment or Call Outcome to create more granular branching logic.

6

Publish the workflow

Review and click Review and publish to activate.

​

Step 2: Viewing Call Results in HubSpot

1

Open the contact record

Navigate to CRM → Contacts and open the contact that was enrolled in the workflow.

You can also find recently called contacts by filtering the contact list by the workflow enrollment date or checking the workflow history.

2

View call analysis

Check the contact’s Activity tab to view the Call Analysis.

Ensure your activity filters include “Retell AI” as shown below:

Each call displays two types of analysis data:Default Call Results — Automatically generated for every call:

• Summary
• Duration
• Voicemail detection
• User Sentiment
• Call Outcome

Custom Analysis — Additional insights you configure in Retell AI using Post-Call Analysis:

• Lead qualification status
• Custom scoring metrics
• Business-specific data extraction
• Any other fields you define

3

View call log and recording

Check the Calls tab to view the full Call Log and recording.

​

Uninstalling the Application

1

Navigate to Connected Apps

Go to Connected Apps and select Retell AI.

2

Access General Settings

Navigate to the General Settings tab.

3

Uninstall the application

Click Uninstall.

Your data will be deleted from Retell AI records and the app will be removed from HubSpot.