How to integrate Hubspot with your Customer Journey Maps

Customer journey maps are increasing in importance as a way to envision, execute and monitor great experiences for prospects and customers along the journey of different interactions they have with your company. One key problem with the classic maps made up of sticky notes, drawings and flow charts is that they are static after they are created. For them to really help you in being agile you need to connect them to real life.’s customer journey mapping software is built with that in mind, which is why every touchpoint on every map can be connected to Feedback Loops that integrate with real life. In the following post we cover how to use the Hubspot marketing automation integration to do just that.

If you like to watch versus read, above is a video that walks you through the steps in setting up a Hubspot integration, one of the many available integrations, on

The first step is to connect your account, which is really easy thanks to Hubspot’s API. You’ll find the Hubspot integration tab in the bottom left. Just enter your HubID and hit Generate Token and make sure you login to the portal that you want to connect to You can find your HubID in the top right of your dashboard.

Once you connect you will see the content tabs next to your credentials tab. Click on Web Pages to see a list of pages that you built using Hubspot COS and/or are tracking using the Hubspot tracking code. If you want to create a touchpoint from one of those page, just hover over the page you want and on the right of the bar click on ‘Generate Touchpoint’. It’s that easy.

Next you can edit those touchpoints you’ve generated under the Touchpoint Inventory, editing title, description, stage, connections, and icon.

From there you can go check your Map Library and connect existing touchpoints to Hubspot to build feedback loops at those touchpoints. You could also create new maps using the map library. In the screenshot below we have an existing map that we are clicking on a touchpoint to access.



Once inside we can associate the touchpoint with data in Hubspot by selecting the Hubspot tab and associating content and KPI’s with the touchpoint as you can see in the screenshot below.



After you’ve done that, you’ll immediately begin to see the data show up under Feedback Loops. If you’ve set a target for the KPI’s you’ll see those in brackets. At any time you can change what KPI’s show up by selecting or unselecting them under the Hubspot tab. Once you have it properly set-up your Hubspot Feedback Loop should look like the below screenshot or similar.



Once you can see your Feedback Loops in context the fun is only beginning – now it’s time to make changes in real life to continually improve. As you make those changes, you record them under Version History so that you can see how changes you made have resulted in changes in the Feedback Loops until you are satisfied with how that Touchpoint is performing. And that tribal knowledge on how you achieved your goals at this Touchpoint is then available for posterity – anyone on your team can just go back and see how what changes created what results and use those in other situations in your business across the customer journey. Below is an example of a Version History, with accompanying contextual conversation related to the Touchpoint over time.



Between this post and the accompanying video you should be on your way in terms of getting set-up with the Hubspot integration for and creating great customer experiences in an agile way. If you don’t have a account yet, sign-up for a 30-day trial and we’ll be happy to get you set-up today.






You can mix in other integrations within to plan and create a holistic customer journey experience. For example, I created a survey through our SurveyMonkey integration that automatically connects it to this touchpoint when I create the survey from within Then I can embed that survey in a Hubspot email and will see both Hubspot and SurveyMonkey data directly within this touchpoint and map. Above is a screenshot of a survey created within one of the Touchpoints we used in this post.