How to connect HubSpot to your Novotix corporate event

Connect your Novotix event to HubSpot to synchronize participant information, map registration fields to HubSpot contact properties, and optionally track event registration and attendance through HubSpot Marketing Events.

The connection is configured per event. This allows an organizer to connect different events to different HubSpot accounts—for example, when organizing events on behalf of external clients.

Authorization uses OAuth. You sign in directly through HubSpot and approve the requested permissions; you do not need to enter an API key or share your HubSpot password with Novotix.

Watch the video tutorial

The video demonstrates how to open the event’s Connections section, authorize HubSpot, and access the field-mapping settings.

The HubSpot authorization window in the video is displayed in Dutch. The instructions below explain these steps in English.

Connecting an account does not immediately start synchronization. After authorization, synchronization remains Off until you configure the connection and save your settings.

Before you begin

You will need:

• Access to the relevant event in Novotix Console.

• Permission to manage the event’s connections.

• Access to the HubSpot account you want to connect.

• Permission to authorize the Novotix app in that HubSpot account.

Your HubSpot administrator may need to approve the connection or grant the appropriate installation permissions. Read HubSpot’s guidance on app access.

If another person manages the HubSpot account, you can send them an Authorization invite instead of authorizing the connection yourself.

1. Open the event’s Connections page

1. Sign in to Novotix Console.

2. Open Events.

3. Select the event you want to connect.

4. In the event navigation, select Connections.

5. Locate the HubSpot card.

An event that has not yet been authorized displays Not connected.

You can now either authorize HubSpot yourself or invite someone else to complete the authorization.

2. Authorize HubSpot yourself

Click Authorize HubSpot. A separate authorization window opens.

If the window does not appear, allow pop-ups for Novotix Console and try again.

Sign in and select the correct HubSpot account

Sign in to HubSpot if prompted.

If you have access to multiple HubSpot accounts, select the account that should receive or provide data for this event. Check the account name and account ID carefully.

The video uses a demonstration account. You should select your own organization’s account or the account belonging to the client for whom you are organizing the event.

In the Dutch authorization window:

Review the requested permissions

HubSpot shows the information and functionality that Novotix requests access to. These permissions support features such as retrieving contact properties, synchronizing contacts, reading forms, and optionally recording Marketing Events activity.

Review the permissions before continuing. If you intend to use Marketing Events synchronization, the corresponding Marketing Events permissions must also be granted.

Acknowledge an unverified-app notice, if shown

As demonstrated in the video, HubSpot may display a notice that the Novotix app has not been verified or reviewed by HubSpot.

HubSpot requires an additional confirmation when installing certain unverified apps. Only proceed if you initiated the connection and recognize Novotix as the application you want to authorize. More information about HubSpot’s confirmation step.

If you want to continue:

1. Review the notice and permissions.

2. Select the acknowledgment checkbox shown by HubSpot.

3. Click Connect app—or App verbinden in Dutch.

Return to Novotix

After successful authorization, Novotix displays a confirmation.

When authorization was started from Console, the authorization window normally closes automatically and the HubSpot card updates to Connected.

If the window remains open, you can close it after the success confirmation appears and return to Console.

3. Alternatively, send an Authorization invite

Use this option when a colleague, client, or external HubSpot administrator should authorize the connection.

1. On the HubSpot card, click Authorization invite.

2. Enter the recipient’s email address.

3. Select the invitation language: English, Dutch, French, or German.

4. Click Send invitation.

The language defaults to your Console account language, but you can change it for the recipient.

The recipient receives a personal authorization link. They do not need a Novotix account to authorize the connection. They do need access to the intended HubSpot account and permission to connect the app.

The invitation is valid for 24 hours and becomes invalid after successful authorization. If it expires or has already been used, send a new invitation.

Authorization alone does not enable synchronization. The event administrator still needs to configure the settings in Novotix.

4. Open the connection settings

Once connected, the HubSpot card displays the connected account and these actions:

Click Edit connection to continue.

5. Choose the synchronization direction

Under Synchronization, select a Direction.

The direction is the overall setting. Individual fields must also be mapped and given permission to synchronize.

For an event where registration takes place entirely in Novotix, select NOVOTIX to HubSpot and leave incoming-field permissions Off.

6. Map Novotix fields to HubSpot properties

After authorization, Novotix automatically retrieves the available HubSpot contact properties, including custom contact properties.

You do not need to type their internal property names manually.

In Field mapping and write permissions:

1. Find the relevant NOVOTIX field.

2. Select the corresponding HubSpot property.

3. Choose the Leading source.

4. Set the write policy for each required direction.

For example:

Only explicitly mapped fields with an enabled write policy are synchronized. Unmapped fields remain untouched.

Create any additional properties you need in HubSpot first, then return to the HubSpot card and click Refresh fields and forms.

Choose compatible property types. For example, a dropdown property must accept the values supplied by the mapped Novotix field. Some HubSpot properties are read-only and cannot be used as write targets.

Company name versus Company objects

Mapping Company transfers the participant’s company-name value to a property on the HubSpot contact.

It does not create or synchronize a separate HubSpot Company object. The current integration supports contact properties and the optional Marketing Events functionality. Direct Company-object and custom-object synchronization require an additional extension.

7. Set field-level write permissions

Each mapped field has separate settings for:

• HubSpot to NOVOTIX

• NOVOTIX to HubSpot

The available policies are:

Leading source

The Leading source identifies which system is authoritative for the field.

For example, if Novotix should maintain an event-specific answer in HubSpot:

• Set Leading source to NOVOTIX.

• Set NOVOTIX to HubSpot to Overwrite.

• Leave HubSpot to NOVOTIX Off, unless you explicitly need it.

If you only want to enrich empty HubSpot fields, choose Fill empty instead.

Allow non-leading source to overwrite

This checkbox is an explicit exception to the leading-source rule. Enable it only when you deliberately want the other system to replace an existing value.

Built-in protections

The integration applies these protections:

• Equal values do not need to be written again.

• Empty source values do not clear existing destination values.

• Existing email identities cannot be overwritten.

• Read-only fields cannot be used as write targets.

• Protected differences or invalid values can appear as conflicts.

Map Email → Email when contacts need to be identified or created. Use Fill empty for email in the required direction; email overwrite is not available.

8. Optional: import registrations from HubSpot

Configure this section only when using HubSpot to NOVOTIX or Both directions.

Select a HubSpot form

Choose the form whose submissions should create or link registrations for this event.

This workflow imports registrations from a selected form. It is not a general import of every contact in the HubSpot account.

Form submissions are considered from the time the account was connected; earlier submissions are not automatically imported.

Select a free registration type

Choose the Free registration type for imports.

Automatic imports require an active registration type without ticket or associated service charges. Paid registrations must follow the normal Novotix payment flow.

Choose how incoming registrations are handled

Register directly; communication via campaigns

Novotix creates the participant registration using the available mapped information. Configure Novotix campaigns separately to send registration confirmations, QR codes, or other event communications.

Complete registration through a personal campaign link

Use this when participants need to provide additional information in Novotix. The registration remains incomplete until the participant completes the relevant process.

Select a Registration channel for completion links and configure the campaign communication that will deliver the personal link.

Personal completion links currently require a corporate registration form.

Importing a registration does not automatically send an email or create a paid order.

9. Optional: enable HubSpot Marketing Events

Enable Marketing Events synchronization to track event registrations and attendance in HubSpot alongside your contact data.

When enabled, NOVOTIX automatically creates a corresponding Marketing Event in the connected HubSpot account when the first eligible participant is synchronized. It then links participants to that event and updates their participation status:

• Registered: the participant has an active registration in NOVOTIX.

• Attended: the participant has been checked in through NOVOTIX.

• Cancelled: the participant’s registration has been cancelled.

Incomplete registrations are not included. Updates are processed periodically in the background, so changes may not appear in HubSpot immediately.

This gives your team an event-specific participation history. A contact can be registered for several events and have a different participation status for each one. Depending on your HubSpot subscription, you can use this information for segmentation, reporting and follow-up workflows.

Note: If an event was already created by the NOVOTIX integration, it reuses the existing event and updates participant statuses there. This prevents a new event from being created during each synchronization.

How to enable it

1. Open your event in NOVOTIX.

2. Go to Connections and open Edit connection on the HubSpot card.

3. Choose a synchronization direction that includes NOVOTIX → HubSpot.

4. Enable Also synchronize event registration and attendance history to HubSpot Marketing Events.

5. Save your settings.

Your HubSpot connection must have permission to read and write Marketing Events. If these permissions were not granted during authorization, you may need to authorize the connection again.

Marketing Events and contact field mapping

Marketing Events synchronization works alongside your contact field mapping. It records participation for a specific event; it does not automatically create contact properties named “Registered” or “Attended.”

Only contact fields included in your mapping and permitted by your write settings are synchronized. Enabling Marketing Events does not grant permission to overwrite other contact fields.

Note: Attendance is recorded after check-in in NOVOTIX. Registration alone does not mark a participant as attended.

10. Save and verify the setup

1. Review the synchronization direction.

2. Check the field mappings and write permissions.

3. Confirm any import and Marketing Events settings.

4. Click Save or Save & go back.

5. Allow the background synchronization to run.

6. Check a participant’s corresponding contact in HubSpot.

Synchronization runs periodically in the background. It does not happen immediately after every registration or field change. Larger events may require multiple processing cycles.

Use Last synchronization on the HubSpot card to check whether the connection has been processed.

For a typical Novotix registration event, a suitable starting configuration is:

• Direction: NOVOTIX to HubSpot

• Email: mapped to Email, with Fill empty

• Other required fields: mapped with deliberately chosen write policies

• Incoming-field permissions: Off

• Marketing Events: enabled if registration and attendance history are required

Managing the connection

Refresh fields and forms after adding or changing properties or forms in HubSpot.

Set Direction → Off and save to pause synchronization without disconnecting the account.

Use Disconnect this event to stop the event’s authorized connection. This does not delete contacts or event information already transferred to HubSpot.

Troubleshooting

If the issue continues, contact Novotix Support with the event name, synchronization direction, affected field, and any visible error or conflict message.