Importing from HubSpot
Note: The HubSpot import and export steps in this video are current (the lead source is now called HubSpot – Import contacts). The campaign-setup screens shown around the 1:45 mark have changed since recording. Campaign creation now uses the Leads, Agent, and Context steps instead of the separate Personas, Idea, and Sequence pages. Follow the written steps below for the current flow.
Can I import leads from HubSpot directly into Twain?
Yes. Twain's native HubSpot integration supports importing contacts directly from HubSpot, so you can use your CRM data to launch signal-based campaigns.
How do I import leads from HubSpot into a Twain campaign?
In HubSpot, create a segment by setting up filters at the contact level, then save it as a segment (static or dynamic, see below).
In Twain, click the + button to create a new campaign and choose HubSpot – Import contacts as the lead source.
Authorize the connection. Your segment will appear, select it.
Map your HubSpot contact properties to Twain's research fields and continue through the campaign setup.
Continue through the Agent and Context steps. Twain walks you through a short guided brief (your reason for reaching out, the angle, and the message structure), then generates the campaign. It uses your custom fields, like closed-lost reason and notes, to inform the messaging.
Once happy with the output, export back to HubSpot. Twain's research will appear alongside your existing CRM data on the contact record.
Want new contacts from the segment to keep flowing in? Turn on Auto-add new leads when you select the segment. See Automating imports below.
What kind of campaigns can I run with HubSpot data?
Any campaign where CRM context adds signal. Common examples include winback campaigns using closed-lost reasons and notes, re-engagement based on form submissions, and follow-ups for shared events or conferences.
Will my custom HubSpot fields come through in the emails?
Yes. Custom fields and contact properties you map during setup push into Twain and directly inform the generated copy.
What happens if I import the same contact more than once?
Twain deduplicates by HubSpot contact ID. Running an import a second time won't create a duplicate lead. If you've updated a contact's properties in HubSpot since the last import, those changes are reflected when you re-run. Twain refreshes the custom variables on each import.
Using HubSpot Conversation History
If your team has been talking to a prospect in HubSpot (emails, calls, meetings, notes), Twain can read that history and use it when writing the next message. Follow-ups pick up where the thread left off instead of starting cold.
Where to enable it
The toggle is called "Import conversation history" and shows up in three places:
Campaign creation. On the HubSpot leads import step, right next to the field-mapping options.
Campaign creation. The toggle sits on the HubSpot leads step.
Standalone leads import. On the modal you use to add HubSpot contacts to an existing campaign. Useful for backfilling context without rebuilding the campaign.
Standalone leads import. Backfill an existing campaign with the same toggle.
Automations. In the Import step of a campaign's automation, when HubSpot is the source. Set it once and every automation run pulls fresh history.
Note: the first time you turn the toggle on, Twain checks your HubSpot permissions. If anything is missing, you'll be asked to reconnect HubSpot. Nothing partial gets imported in the meantime.
How to check if it's working
After generating a lead, open its Research tab and look at the Relationship field. If Twain has the contact's HubSpot timeline, it summarises the existing relationship there. If it says no relationship was found, either the contact has no HubSpot activity yet, the toggle was off during import, or your HubSpot connection needs the extra permissions above.
What data Twain reads
Emails (both sides of the thread)
Calls (outcome and timing)
Meetings (agenda, notes, outcome)
Notes (free-form rep context)
Twain pulls the most recent activity for each type and turns it into a short summary. Lifecycle stage changes and system-generated events are left out. Nothing is written back to HubSpot.
Static vs. Dynamic Segments
HubSpot has two kinds of lists, and the choice affects how Twain treats the import.
A static list is a snapshot. The contacts in it at the moment you import are the contacts Twain works with. Add a contact to the static list later and Twain won't pick it up unless you re-import. Use static lists for one-off launches, A/B tests, or any campaign where you want a fixed audience.
A dynamic list is a query. HubSpot continuously adds contacts as they meet the filter. When a campaign's automation points at a dynamic list, the import becomes continuous. Every minute, Twain checks for new entries and pulls them in automatically. Use dynamic lists when the audience definition is stable but the population keeps growing.
Which to use where
For campaign creation and standalone imports, both list types work. A static list gives you the contacts as they are today. A dynamic list gives you the contacts that qualify right now.
For automations, dynamic lists are the better fit. A static list will only deliver the leads that were on it the day you switched the automation on. Nothing new will flow in after that.
Automating imports with an automation
An automation turns a HubSpot segment into a continuous lead feed. New contacts that match the segment flow into a Twain campaign on their own, get researched, and get a sequence generated, without anyone touching Twain in between.
How to set one up
There are two ways:
While adding leads: When you create a campaign or add leads, pick your HubSpot segment and turn on Auto-add new leads. Choose the research depth and finish the flow. The automation starts after the first import.
From the campaign: In the Automation row under Agent, click Setup. In the Import step, choose HubSpot, pick the segment and the research depth (Base, High or Ultra). Then set up the Export step (e.g. back to HubSpot or to your sequencer) and Notifications (email, Slack or both).
For more on automations, see How Twain Automations Work.
After a run, any leads Twain flags as a poor fit show up as warnings, with a summary of why. Click a lead to jump straight to it in the campaign and decide whether to keep it. From there you can push leads back into HubSpot or out to your sequencer.
General Exporting
Note: The export flow in this video is current. The example fields "Twain Career" and "Twain Challenge" no longer exist. Today you can map your sequence steps, subject lines, research, warnings and, on High and Ultra, Thesis and Strategy.
How do I export leads from a Twain campaign to HubSpot?
To export your leads, follow these steps:
Open your Twain campaign that is ready for export.
Click Export (or Export Leads).
Select HubSpot (under More if it isn't listed directly).
Log in with your HubSpot credentials and select your account.
Map your data (see below) and click Export leads.
Where can I find my exported leads in HubSpot?
Once the export is complete, navigate to the Contacts section within HubSpot. You will see the contacts that have been pushed over from Twain listed there.
Does the export include every lead in my campaign?
No. The export only covers the leads currently visible in the campaign. If you want to push a subset, filter the list first, then export. Only the filtered leads go across.
What happens if I export the same lead to HubSpot twice?
The newer export overwrites the previous values. Re-running an export replaces whatever was on the HubSpot properties before, so treat HubSpot as a live mirror of the latest Twain output, not an archive. If you need to keep an earlier version, save it before you re-export.
Data Mapping & Properties
Do I need to create contact properties in HubSpot before exporting?
No. Unlike some other integrations, you do not need to set up these properties in HubSpot prior to the export. You can map your Twain data to HubSpot contact properties directly during the export process in Twain.
Can I export more than the sequence steps?
Yes. Alongside the sequence steps and subject line, you can map the research summary and any warnings Twain raised to their own HubSpot properties. On High and Ultra, the Thesis and Strategy output can go across too, which is useful if you want reps to see the reasoning on the contact record before they call.
You can also turn on Skip leads with warnings to leave flagged leads out of the export.
I've exported my leads, but I don't see the Twain data columns (like "Twain Step 1" or "Twain Research") in my contact view. How do I fix this?
If the specific fields aren't visible in your HubSpot list view:
Click the three dots in the column header area.
Select Add column.
Search for the specific property (e.g., search for "Twain").
Select the properties you want to display to add them to your view.
Using Twain data in HubSpot workflows, lists, and reports
Once exported, every mapped Twain field is a standard HubSpot contact property, so HubSpot can use it like any other field. A few examples:
Build a list of leads where "Warning Twain" is not empty to review risky exports before reps reach out.
Trigger a workflow or Slack notification when "Twain Step 1" gets set.
Filter dashboards and reports by Twain properties.
To see the properties on a contact, open the lead, click All Properties, and search "Twain".
Sequences & Personalization
How do I use Twain data in a HubSpot Sequence?
You can enroll your exported contacts into a HubSpot Sequence. The messaging can be personalized using the data exported from Twain.
Select the contacts you wish to enroll.
Choose the desired Sequence.
You will be able to preview the messaging to ensure the data is populating correctly.
How do I set up the personalization tokens in my HubSpot email templates?
To ensure the Twain data appears in your emails:
Go to the Sales function in HubSpot and select Sequences.
Edit the email step within your sequence.
Insert Personalization Tokens that are connected to the contact level.
You can select the Twain properties you mapped during export (for example your email steps or subject line) to dynamically insert the content generated by Twain.