Sender + CRM stack

Lemlist + HubSpot: email and LinkedIn steps tied to deals

Report Lemlist campaigns against HubSpot pipeline. OutboundManager matches Lemlist leads to HubSpot contacts on email and LinkedIn URL and shows whether an email or a LinkedIn step made the last touch.

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The question this page answers

Was it the Lemlist email or the Lemlist LinkedIn message that led to the HubSpot deal?

Why Lemlist and HubSpot do not line up on their own

Lemlist knows each lead's email address and LinkedIn profile, the campaign, and every email and LinkedIn step it ran for that lead. It has no record of the deal that was opened afterwards or the revenue it produced.

HubSpot knows the deal, its amount, stage and create date, the contacts and company associated with it, its owner, and the meetings and calls logged against those contacts. It does not hold a campaign-level record of your cold outreach: which campaign, mailbox or LinkedIn account made the last touch before the deal existed.

Depending on how your native sync is set up, Lemlist activity may also appear on HubSpot contact timelines. A timeline answers "was this person contacted". The question a head of SDR asks sits one level up: per campaign and per rep, how many deals, how much pipeline, how much won.

Lemlist campaigns mix channels: the same lead can get an email on Monday and a LinkedIn message on Thursday. HubSpot sees one contact and one deal. Which of those steps came last before the deal was created is exactly the detail that goes missing between the two.

How OutboundManager joins Lemlist and HubSpot

Each Lemlist lead becomes one contact, identified by the lead's email address and LinkedIn profile URL. Contacts are de-duplicated on email address first, then on LinkedIn URL.
HubSpot deals sync with their associated contacts and companies. A deal is linked to outbound activity through those HubSpot associations, matching the associated contacts to the same people.
When none of a deal's associated contacts carries a touch, the deal's company domain is used as a fallback: any contact at that domain can supply the touch. Free email domains never match.
Each deal is credited to the most recent email sent, LinkedIn invite, LinkedIn message or call to any of the deal's contacts, before the deal was created and no more than 120 days before it. If that touch is a Lemlist email, LinkedIn invite or LinkedIn message, its campaign, channel and rep win.
The rep comes from the sender. A Lemlist activity is tied to the team member's mailbox or LinkedIn account that sent it. When an activity carries no sender, the campaign owner gets the credit. Activity with no mapped sender falls back to the campaign owner.
Lemlist replies are classified from their text as interested, not now, not interested, wrong person, opt-out or auto-reply, and sit in one reply queue.
With write-back on, the source campaign, channel, rep and touch date are written to four OutboundManager properties on the HubSpot deal.

A worked example

A Lemlist campaign sends an email on day one, a LinkedIn invite on day three and a LinkedIn message on day eight. The lead books a call from the LinkedIn message and a deal is created on day ten. The deal's source campaign is that Lemlist campaign, its channel is LinkedIn, and its rep is the person whose LinkedIn account sent the message. Had the deal been created on day two, the same campaign would get it with email as the channel.

What you can see once both are connected

The channel of the winning touch, email or LinkedIn, on each attributed deal from a multichannel Lemlist campaign
Lemlist email replies and LinkedIn replies in one queue, classified the same way and answered in their original thread or conversation
Meetings, deals, pipeline and won revenue for every Lemlist campaign, in the same row as its activity and reply rate
Pipeline per rep on the scorecard, next to that rep's Lemlist activity, replies and positive replies, each against a weekly target
Deals with no outbound touch in the window marked as not outbound, so sourced pipeline is not overstated

Campaigns table listing email and LinkedIn campaigns with sends, reply rates, meetings, deals, pipeline and won revenue

Campaign to pipeline: every campaign across tools with meetings, deals, pipeline and won revenue. Demo data.

Set it up

Connect Lemlist

In lemlist, open Settings → Integrations and generate an API key in the API section. The key acts as the user who created it.
In OutboundManager, an admin opens Settings → Connections and clicks Add connection.
Pick Lemlist. Paste the API key. It is checked against the tool automatically; click Save once it shows Key works. The key is stored encrypted.
Open Settings → Reps & senders and give each sender a rep. Suggested matches by email are offered; re-mapping later moves the history with the sender.

Lemlist integration: what syncs and its limits Lemlist documentation (opens in a new tab)

Connect HubSpot

In HubSpot, a super admin creates a private app (Settings → Integrations → Private Apps; newer accounts list private apps under Development → Legacy apps).
Give it these scopes: crm.objects.deals.read, crm.objects.contacts.read, crm.objects.companies.read, crm.objects.owners.read and crm.schemas.deals.read. For write-back, also crm.objects.deals.write and crm.schemas.deals.write.
Copy the private app's access token.
In OutboundManager, an admin opens Settings → Connections and clicks Add connection.
Pick HubSpot. Paste the access token. It is checked against the tool automatically; click Save once it shows Key works. The key is stored encrypted.
Map HubSpot owners to reps in Settings → Reps & senders. To write attribution back to deals, turn on write-back on the HubSpot connection; it is off until you do.

HubSpot integration: what syncs and its limits HubSpot documentation (opens in a new tab)

After both are connected

Map senders to reps. In Settings → Reps & senders, give every mailbox, LinkedIn account, dialer seat and HubSpot owner a rep. Re-mapping later moves the history with the sender.
Set weekly targets per rep on the same page, so the scorecard shows each number against a target and the overview flags reps under 60% of it.
Optional: turn on write-back on the HubSpot connection. It is off by default and needs the two deal write scopes; it then fills four OutboundManager properties on each attributed deal.

Good to know

Lemlist + HubSpotAttribution is last touch only. There is no multi-touch or first-touch model, and the 120-day window is fixed.
LemlistOpens, clicks, visits, likes, follows, WhatsApp, SMS, calls and manual tasks are not imported. Aggregate campaign stats are never turned into activity.
LemlistWhen an activity carries no sender, the campaign owner gets the credit.
LemlistLinkedIn replies can only be answered for campaign leads, because lemlist only messages leads.
Lemlistlemlist allows 20 requests every 2 seconds per key, so a large first backfill can take several sync runs.
HubSpotDeal stage history is not synced, only the current stage.
HubSpotInbound calls are skipped, and cancelled meetings are removed.
HubSpotHubSpot search returns at most 10,000 results per query; long deal backfills are read in slices, which takes a little longer.
HubSpotWrite-back only touches deals with an outbound attribution, in a property group named OutboundManager.

Lemlist + HubSpot questions

How is a multichannel Lemlist campaign credited?

Per activity. Each email and LinkedIn step keeps its own type, so if the last touch before the deal was a LinkedIn message the deal's channel is LinkedIn, even when the campaign as a whole is listed as an email campaign.

Do Lemlist opens and clicks count as touches?

No. Only emails sent, LinkedIn invites and LinkedIn messages count as touches for attribution. Opens, clicks, visits, likes and follows are not imported.

Do I have to switch off my existing Lemlist to HubSpot sync?

No. OutboundManager reads from Lemlist and from HubSpot separately, each with its own API key, and does the join itself. It does not depend on, replace or interfere with any sync you already run between them.

What does OutboundManager write to Lemlist or HubSpot?

Nothing in Lemlist, apart from a reply a person on your team writes and sends from the reply queue. In HubSpot, nothing unless you turn write-back on; then it fills four deal properties in a group named OutboundManager.

The two tools on this page

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See Lemlist and HubSpot in one set of numbers.