Integrating HubSpot CRM with Squirrels.ai

Automate your cold outreach and lead processing. By integrating your HubSpot CRM with Squirrels.ai, your AI agents (such as AI SDR) can pull contacts directly from HubSpot, run automated outreach workflows, and automatically sync contact statuses back into your CRM.

Connect HubSpot
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At a glance
Integration type

One-way contact sync & status updates

Works with

AI SDR & other outreach agents

Authentication

OAuth - no API key needed

Setup time

About 5 minutes

On this page

Overview

How it works

1

You tag the contact

Set a contact’s lead status in HubSpot to Push to AI SDR.

2

Squirrels.ai pulls it

On demand from inside the mission, or automatically at every interval while the mission runs.

3

Status goes to Active

Once pulled, the contact’s HubSpot status is updated to AI SDR: Active.

4

Outcomes sync back

As your agent reaches an outcome, that result is written back to the HubSpot lead status.

Before you start

  • HubSpot portal with permission to edit contact properties (Settings access).
  • A Squirrels.ai mission: for example an AI SDR mission to feed the contacts into.
  • The same person on both sides: whoever connects the integration must be the Contact Owner in HubSpot for the contacts you want to pull.
1

Configure custom lead statuses in HubSpot

Before connecting your account you must add custom lead statuses in HubSpot, so our AI agent knows which contacts to pull.

  1. Log in to your HubSpot portal.
  2. Go to Settings > Objects > Contacts > Lead Status properties.
  3. Add the following custom lead statuses:
    • Push to AI SDR: the trigger status used to push a contact to Squirrels.ai.
    • AI SDR: Active: updated automatically by Squirrels.ai once processing starts.
    • AI SDR: Interested / Not interested / No response / Invalid (the outcome statuses your agent writes back)
HubSpot Lead Status – Push to AI SDR
Once saved, the statuses appear in the Lead Status dropdown on any contact record. Set a contact to Push to AI SDR to queue it for your agent.
2

Connect HubSpot to Squirrels.ai

Authorize the connection once, from inside the mission that should receive the contacts.

  1. Log in to your Squirrels.ai dashboard.
  2. Open your target mission, for example, your AI SDR mission.
  3. Go to Upload Contacts and select Connect via API.
Squirrels.ai – Connect via API
  1. Choose HubSpot from the integration dropdown and click Connect.
Squirrels.ai – Select HubSpot
  1. You are redirected to the HubSpot authorization page. Select the HubSpot account or company you want to link, then click Choose Account and grant permissions. Once approved, you are returned to Squirrels.ai.
Choosing the HubSpot account to authorize on the HubSpot authorization page

Alternatively, use our direct installation link to authorize your account.

3

Pull contacts and watch statuses sync back

With the account linked, contacts flow in two ways, and every outcome is written back to HubSpot automatically.

  1. Bring contacts into the mission:
    • On-demand sync: manually trigger an immediate pull from inside the mission.
    • Automated background job: while your mission is running, Squirrels.ai scans and pulls new Push to AI SDR contacts at every interval.
Pulled contacts shown in the Review Uploaded Contacts screen in Squirrels.ai
Pulled contacts land in Review Uploaded Contacts. Confirm the list and click Add Contacts to hand them to the agent.
  1. Squirrels.ai immediately updates each pulled contact in HubSpot to AI SDR: Active, so you can see at a glance what the agent has taken over.
The same contacts back in HubSpot, now marked AI SDR: Active
The same contacts back in HubSpot, now marked AI SDR: Active.
  1. As your agent works through email, SMS, WhatsApp and calls, each outcome shows in the mission’s Analytics tab, and the matching lead status is written back to HubSpot.
Contact outcomes in the mission Analytics tab, with the Final Status column that syncs back to HubSpot
The Final Status column drives the value that lands on the HubSpot contact.
Reference

What each status means

These are the lead status values that move between the two systems. You only ever set the first one by hand. Squirrels.ai automatically updates everything else.

Lead statusWhat it meansSet by
Push to AI SDRQueue this contact for the agent. Picked up on the next sync.You, in HubSpot
AI SDR: ActiveThe contact has been pulled and the agent is working the sequence.Squirrels.ai
AI SDR: InterestedThe contact responded positively during outreach.Squirrels.ai
AI SDR: Not interestedThe contact declined or opted out.Squirrels.ai
AI SDR: No responseThe sequence completed without a reply.Squirrels.ai
AI SDR: InvalidThe contact could not be reached – for example bad or bouncing contact details.Squirrels.ai
Security

What data is shared

The connection is scoped to contacts only. This is everything the integration can see and change in your HubSpot portal; nothing else in your CRM is reachable.

DataDirectionWhat it is used for
Contact recordsread accessHubSpot → Squirrels.aiReading the name, email and phone of contacts whose lead status is Push to AI SDR, so the agent knows who to contact.
Contact lead statuswrite accessSquirrels.ai → HubSpotWriting the status back as the agent progresses – AI SDR: Active and then the outcome.
Companies, deals, tickets, email contentNot requestedThese scopes are not part of the connection, so the integration cannot read or change them.

The connection uses OAuth, so Squirrels.ai never sees or stores your HubSpot password. You can revoke access at any time from HubSpot >  Settings >  Integrations >  Connected Apps.

Support

Troubleshooting checklist

Contacts not syncing? Work through the four checks below in order.

Ready to put your HubSpot contacts to work?

Connect your CRM and let your AI SDR run the outreach while your lead statuses stay up to date on their own.

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