Learn how to send Surface Form submissions directly to HubSpot using the built-in HubSpot action in the Workflow Builder. You can automatically create or update contacts, companies, deals, and more.

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Prerequisites

Before you begin, make sure you have:
  • A Surface account
  • A HubSpot account with the right permissions
  • Admin access to connect HubSpot to Surface

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Step 1: Connect HubSpot to Surface Forms

HubSpot Integration in Workflow Builder
  1. Open the Workflow Builder.
  2. Click the + button to add a new action node.
  3. From the integrations list, choose HubSpot.

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Step 2: Choose a HubSpot Action

The HubSpot integration supports multiple actions:
  • Create Contact → Add a new contact in HubSpot
  • Create or Update Contact → Add a new contact or update existing ones
  • Create Company → Create a company record
  • Create Form Response → Push a form submission directly into HubSpot
  • Create Deal → Add a new deal in HubSpot
  • Get Owner → Fetch a HubSpot owner by email
  • HubSpot AI Agent → Use AI to manage contacts and deals automatically

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Step 3: Configure the HubSpot Action

HubSpot Action Configuration
  1. After selecting an action, configure the settings in the right-hand panel.
  2. Choose the HubSpot object (e.g., Form, Contact, Company, Deal).
  3. Map your Surface Form fields to HubSpot properties:
    • Example: email → Email from Form Submission or Lead
    • Example: firstName → First Name from Form Submission or Lead

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Using the HubSpot AI Agent

HubSpot AI Agent Configuration
The HubSpot AI Agent is a powerful option within the HubSpot integration. Instead of manually configuring individual actions (like creating a contact or deal), you can give the AI Agent instructions in plain English, and it will take care of managing contacts, companies, and deals in HubSpot.

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Write Instructions for the Agent

In the configuration panel, you’ll see a text area labeled Instructions. Here, describe in natural language what you want the AI to do. For example: 
Check HubSpot to see if the company exists.  
If the company doesn't exist, create a new company.  
If a contact with the new lead's email doesn't exist, create one.  
Associate the contact with the company.  
If there are no open deals in the "Sales" pipeline, create a new deal and assign it to the company owner.
You can be as detailed as you need - the AI Agent interprets and executes based on HubSpot’s API.