Dialer + CRM stack

Nooks + HubSpot: calls, sequences and the deals behind them

See Nooks calls and connected calls per rep and per sequence next to HubSpot meetings and deals. HubSpot also covers the parallel dialer calls the Nooks API does not return.

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The question this page answers

Which Nooks sequences and reps are producing HubSpot meetings and pipeline?

Why Nooks and HubSpot do not line up on their own

Nooks knows who called, the prospect, the sequence the call belonged to and the outcome of the disposition the rep chose. It has no record of the deal that followed.

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 show, on its own, how many dials and conversations each rep made to get there.

Depending on how your native sync is set up, Nooks calls may also be logged on HubSpot contact records. Whether those logs carry an outcome you trust, and whether they add up to dials, conversations, meetings and pipeline per rep, depends on that setup.

Nooks has two kinds of call: those made on its sequencing platform, which its API returns, and parallel dialer calls, which Nooks logs to your CRM. So for this pair HubSpot is not only the deal side. It is also where part of the call volume lives.

How OutboundManager joins Nooks and HubSpot

Each Nooks seat holder is a dialer seat, and each seat is mapped to a rep. HubSpot owners are mapped to reps the same way, so one rep row holds their Nooks seat and their HubSpot owner.
Outbound Nooks calls sync with their outcome. A call counts as connected when the call's disposition has a connected Nooks outcome (a call with no disposition is not connected). Inbound calls are skipped.
When the call has a prospect with an email address or LinkedIn URL, the call is attached to the contact with that key: the same contact HubSpot associates with its deals. Contacts are de-duplicated on email address, then LinkedIn URL.
HubSpot meetings count for the rep mapped to the meeting's owner. Deals sync with amount, stage, create date and their associated contacts and companies.
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. When that touch is a Nooks call, the deal goes to the rep who called and to the sequence the call belonged to.
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 rep runs a call block from a Nooks sequence and also uses the parallel dialer. The sequence calls arrive from the Nooks API with their prospect and outcome. The parallel dialer calls are logged by Nooks to HubSpot and arrive through the HubSpot connection. A prospect reached in the sequence becomes a deal two weeks later: it is credited to the rep and to that Nooks sequence, which appears in the campaign table with the deal against it.

What you can see once both are connected

Nooks sequences listed as campaigns, each with the deals and pipeline credited to its calls
Calls from the Nooks API and calls Nooks logged to HubSpot both counted per rep
Calls and connected calls per rep beside meetings and pipeline, each against a weekly target
Deals whose last touch was a call shown with call as the source channel, credited to the rep who dialled
A weekly report that includes calls, connected calls, meetings and new pipeline

Rep scorecard: four reps with sends, LinkedIn touches, replies, meetings, pipeline and won revenue, each shown against a weekly target

The rep scorecard: one row per rep across every connected tool. With a dialer connected, each rep also gets calls and connected calls. Demo data.

Set it up

Connect Nooks

In Nooks, open Developer Settings → API Keys and create a workspace API key (it starts with nooks-api-).
In OutboundManager, an admin opens Settings → Connections and clicks Add connection.
Pick Nooks. 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 dialer seat a rep, so calls land on the right row of the scorecard.

Nooks integration: what syncs and its limits Nooks 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

Nooks + HubSpotOutbound calls logged in HubSpot are counted as calls too. If Nooks also logs each call to HubSpot, the HubSpot copy is matched to the Nooks call (same person, within two minutes) and counted once.
Nooks + HubSpotCalls are counted in their own columns. They are not added to the sends that reply rates are divided by.
NooksThe Nooks REST API returns calls made on the Nooks sequencing platform. Parallel dialer calls that never touch it may be missing; Nooks logs those to your CRM, and a HubSpot connection counts them.
NooksConnected follows the call disposition's Nooks outcome. A call with no disposition is not connected.
NooksInbound calls are skipped.
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.

Nooks + HubSpot questions

Why connect both instead of only Nooks?

Because the Nooks API returns calls made on the Nooks sequencing platform. Parallel dialer calls that never touch it may be missing there; Nooks logs those to your CRM, and the HubSpot connection counts them. HubSpot also supplies the deals.

Are deals credited to a Nooks sequence?

Yes. A call to a known prospect counts as a touch, so when it is the last touch before the deal was created, the deal is credited to the rep who called and the sequence the call belonged to.

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

No. OutboundManager reads from Nooks 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.

Can OutboundManager change anything in Nooks or HubSpot?

It only reads from Nooks. In HubSpot it writes 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 Nooks and HubSpot in one set of numbers.