This guide shows how to connect Novella to HubSpot so customer feedback is available alongside your CRM records.
What You Can Do with This Integration
After connecting HubSpot, Novella can:
- Sync recent survey scores, sentiment, response counts, and survey details to HubSpot contacts
- Roll up feedback for matched HubSpot companies
- Show recent responses and feedback metrics on HubSpot CRM cards
- Add survey-response activity to a contact's HubSpot timeline
- Make synced Novella properties available for HubSpot lists, workflows, and reporting
Before You Start
- Make sure you have permission to manage integrations in your Novella workspace.
- Make sure your HubSpot user can authorize apps and grant access to contacts, companies, CRM properties, and timeline events.
- Confirm that respondents in Novella use the same email addresses as their HubSpot contact records. Novella matches contacts by exact email address.
- Add a domain to each company you want to match. Novella matches companies by exact domain and does not guess from company names.
- Choose the correct HubSpot account during authorization. A HubSpot account can be connected to only one Novella workspace at a time.
Connect HubSpot
- In Novella, go to Settings → Integrations.
- In the HubSpot section, click Connect HubSpot.
- Select the HubSpot account you want to connect.
- Review the requested permissions, then approve the connection.
- Return to Novella. The HubSpot card will show the connected portal and its connection status.
Novella starts setting up its CRM properties after authorization. It then queues an initial sync, so data may take a few minutes to appear. You can leave the settings page while this work continues.
What Appears in HubSpot
For matched contacts, Novella maintains a Novella Feedback property group that includes:
- The latest NPS, CSAT, or CES score
- Latest response date and survey
- Latest sentiment
- Response counts for the last 30 and 90 days
- The date and time Novella data was last synced
The Novella CRM card provides recent response history and aggregate feedback metrics. New survey responses can also appear as activity on the contact timeline.
Company Records
Novella can roll up eligible feedback from respondents associated with a Novella company. In addition to the shared feedback properties, company records can include 90-day company NPS and the number of responding contacts.
Company rollups use the company associations stored in Novella. A contact's HubSpot company association alone does not assign that respondent to a Novella company.
Verify the Integration
- Confirm the HubSpot card in Settings → Integrations shows Connected.
- Find or create a HubSpot contact whose email address exactly matches a Novella respondent.
- Submit a test response for that respondent.
- Allow a few minutes for processing.
- Open the contact in HubSpot and check its Novella Feedback properties, Novella CRM card, and activity timeline.
For a company test, also confirm the respondent is assigned to the correct company in Novella and that the Novella and HubSpot company domains match.
Use Novella Data in HubSpot
Once data has synced, you can use Novella properties in HubSpot to:
- Build a list of contacts with negative feedback
- Enroll contacts in a follow-up workflow based on sentiment or score
- Notify an account owner after a new response
- Segment contacts by recent response activity
- Report on feedback alongside CRM data
When building automation, allow for sync time rather than assuming a property will update immediately after submission.
Troubleshooting
I don't see "Connect HubSpot"
- Confirm you have permission to manage integrations in Novella.
- Ask your Novella workspace administrator whether HubSpot is enabled and configured for your workspace.
HubSpot is connected, but data has not appeared yet
- Wait a few minutes for setup and the initial sync to finish.
- Refresh the HubSpot record and check the Novella Feedback property group.
- Confirm the response belongs to the connected Novella workspace.
- Check that the HubSpot card in Novella still shows Connected.
- Compare the respondent's Novella email with the HubSpot contact email.
- Remove accidental spaces and check for spelling differences or aliases.
- Confirm the contact exists in the connected HubSpot account.
- Novella does not create a HubSpot contact when no exact email match exists.
A company is not matching or has no rollup data
- Confirm both company records have the same domain.
- Confirm the respondent is explicitly associated with the company in Novella.
- Check that the associated respondent has eligible scored responses.
- Novella does not match companies by name when the domain is missing or ambiguous.
Novella says HubSpot needs to be reconnected
The authorization may have expired or been revoked in HubSpot. In Settings → Integrations, click Reconnect HubSpot, choose the same HubSpot account, and approve access again.
I connected the wrong HubSpot account
Disconnect it in Novella, then connect again and select the correct HubSpot account. If the correct account is already connected to another Novella workspace, disconnect it there first or contact your workspace administrator.
Disconnect HubSpot
- In Novella, go to Settings → Integrations.
- In the HubSpot section, click Disconnect HubSpot.
Disconnecting stops future synchronization and cancels queued sync work. Existing Novella properties and timeline activity remain in HubSpot, but Novella no longer updates them. Reconnecting later starts property setup and synchronization again.