Top 5 Chatbots for Hubspot CRM

Capturing and qualifying leads

Most businesses rely on static forms to collect lead information. The problem? People don’t want to fill out forms and wait. A chatbot makes the process instant and interactive.

Imagine a visitor lands on your pricing page. Instead of bouncing because they have unanswered questions, the chatbot starts a conversation:

“Looking for pricing details? What kind of solution are you exploring?”

Now, instead of capturing just an email, you get context: Are they comparing providers? Do they need a quick quote? Are they decision-makers? Based on their responses, the chatbot can:

• Direct them to a pricing guide
• Offer a quick consultation using integrated product knowledge
• Save their email, name, and contact info for future steps

Without waiting for a follow-up, leads get the information they need when they need it — and sales teams know exactly who to prioritize.

Booking meetings to automate follow-ups

Booking a sales call shouldn’t be a hassle. Yet, for many businesses, it still involves multiple emails to coordinate availability. A chatbot eliminates this friction by integrating directly with HubSpot’s meeting scheduler or third-party tools like Calendly, Zoom, or Teams.

If a qualified lead is chatting with the bot and wants to speak with sales, the chatbot instantly presents available time slots. Instead of saying, "We’ll get back to you soon," it confirms a meeting on the spot.

By making it effortless for leads to book calls, teams can reduce drop-offs and increase conversion rates.

Adding real-time insights to CRM

A CRM is only as good as the data inside it. If reps have to dig through outdated or incomplete contact records, it slows everything down. A chatbot ensures every lead’s profile stays accurate, detailed, and up to date — without anyone on your team needing to manually enter data.

Let’s say a lead tells the chatbot they’re in the healthcare industry and need automation tools for compliance reporting. Instead of a rep having to take notes and log that information later, the chatbot automatically updates their HubSpot profile with industry tags, interest areas, and decision timelines.

This means that when a sales rep reaches out, they aren’t starting from zero. They already know who they’re talking to, what the lead needs, and how urgent their request is. That’s a huge advantage.

Nurturing leads with personalized conversations

Not every visitor converts immediately. Some are just exploring, some need internal approval, and some won’t be ready for weeks or months. Instead of letting those leads go cold, a chatbot keeps them engaged until the timing is right.

For example, if someone downloads a pricing guide but doesn’t book a demo, the chatbot can follow up:

"Hey, I saw you checked out our pricing. Would you like a quick breakdown of how it compares to other solutions?"

If they aren’t ready, no problem — the chatbot can add them to a HubSpot workflow that sends relevant content over time. Maybe they get a case study about a business in their industry, or a special offer when they revisit the site later.

This keeps your brand top of mind, so that when they’re finally ready to make a decision, they come to you — not your competitor.

1. Contacts API

A chatbot without CRM access is just an isolated data collector. The Contacts API allows the bot to create, update, and retrieve leads directly within HubSpot. Whether a new lead comes in or an existing customer engages, the chatbot can instantly log in or update their details.

It also ensures data consistency by checking if a contact already exists, preventing duplicates. This is crucial for businesses handling high lead volumes, where multiple touchpoints across chat, forms, and emails can easily clutter the CRM with redundant records.

2. Forms API

Not every chatbot directly integrates with HubSpot, but forms are a universal solution. The Forms API lets chatbots send collected data — like emails, phone numbers, and inquiries — straight into HubSpot forms, just as if a user manually filled them out on a website.

Even if a chatbot doesn’t have full API access (in cases of Free or Starter tiers of HubSpot), leveraging forms keeps lead management simple and effective.

3. Deals API

Capturing leads is just step one. The real value lies in moving those leads toward conversion, and that’s where the Deals API comes in. It enables a chatbot to create, update, and track sales deals inside HubSpot, ensuring that promising leads don’t just sit idle in the CRM.

If a chatbot qualifies a lead through conversation — perhaps by verifying interest level, budget, or intent — it can automatically generate a deal and assign it to the right sales rep.

4. Engagements API

A chatbot is more than just a lead collector; it’s a key touchpoint in the customer journey. The Engagements API ensures that every chatbot-driven action — whether it’s a meeting scheduled, a call booked, or a key question answered — is logged in HubSpot for full visibility.

This means that when a sales rep picks up a lead, they don’t go in blind. They can see exactly what the chatbot discussed, what the lead asked, and what responses were given. Better yet, with a proper AI workflow in place on the provider’s side can provide precise summaries and talking points for a specific user.

No more redundant conversations or asking the same qualifying questions — everything is already recorded.

5. Workflow API

Even the best chatbot needs follow-ups, and the Workflows API makes that seamless. Instead of relying on manual outreach, this API lets the chatbot trigger automation—such as enrolling leads in nurture sequences, assigning follow-up tasks, or sending instant notifications to sales teams.

This turns chatbot interactions into automated actions, ensuring leads stay engaged without human intervention. Whether it’s a simple "thank you" email or a fully personalized drip campaign, workflows keep the momentum going until the lead is ready to convert.

1. HubSpot ChatFlows

If you’re already deep in the HubSpot ecosystem, ChatFlows is the obvious place to start. It’s built into the platform, which means you get native CRM integration, lead capture, and contact segmentation without touching an API or middleware.

But it’s also limited. You can build basic bots with decision trees, but once you want to do anything remotely dynamic — like pulling in external data, handing off to a live agent intelligently, or doing multi-step flows that aren’t form-like — it starts to feel a bit boxed in.

It's great for simple live chat and quick lead capture, but it's not your best bet if you’re looking for a smarter, AI-driven experience.

Key Features:

• Native Integration: Built directly into HubSpot, ensuring your bots have instant access to CRM data and automated workflows.
• Marketing-First Design: Ideal for lead qualification and appointment booking, with flows that align with marketing strategies.
• Easy Onboarding: Simple, intuitive setup for teams already using HubSpot — no steep learning curve.

Pricing:

• Free Plan: Includes basic chatbot and live chat functionality
• Starter Plan: $50/month includes automation, lead routing, and branding removal
• Professional Plan: $890/month includes advanced workflows and custom reporting

2. Botpress

Botpress Cloud is built for teams who want full control over conversation design, without getting stuck in a flowchart maze. It’s a visual builder on the surface, but under the hood, you get modular logic, built-in AI components, and proper dev workflows.

The HubSpot integration isn’t native, but it’s API-first — meaning if you’re comfortable with setting up a few API calls or using tools like Webhooks, you can do pretty much anything: create or update contacts, push form data, trigger workflows, log conversations — the works. 

Botpress shines when you need your chatbot to feel intelligent and context-aware, not just reactive. There’s a bit of setup involved, but once it’s wired in, you’re not just capturing leads — you’re qualifying them, enriching them, and pushing them directly into your CRM on your terms.

Key Features:

• Developer-Driven Flexibility: Offers a powerful visual editor paired with deep customization options for advanced conversational logic.
• Contextual Conversations: Maintains dialogue context and uses native NLU to deliver more human-like interactions.
• API-First Approach: Easily triggers external actions — such as updating HubSpot records — through custom API calls.‍
• Scalable Deployment: Designed to support multiple channels and handle complex flows as your needs grow.

Pricing:

• Free Plan: $0/month includes $5 monthly AI credit and usage-based billing
• Plus Plan: $89/month includes live agent handoff, analytics, and branding removal
• Team Plan: $495/month includes collaboration tools and role-based access

3. Make

Make is ideal when your chatbot needs to do more than just pass data into HubSpot. It gives you a visual interface to build multi-step, conditional workflows that connect your bot with the right HubSpot actions — like creating a contact, updating a deal, or triggering a workflow only if certain criteria are met.

It’s especially useful when you’re dealing with custom logic that goes beyond a simple “if this, then that” setup. For example, you can check if a contact already exists, branch based on their lifecycle stage, or delay actions across time.

If your chatbot platform can send webhooks, Make can handle everything downstream without code.

Key Features:

• Visual Scenario Editor: Lets you craft intricate automation workflows with a drag-and-drop interface that’s both intuitive and powerful.
• Advanced Conditional Logic: Supports branching, error handling, and time delays to manage sophisticated data flows between your chatbot and HubSpot.
• Wide Integration Ecosystem: Connects not just with HubSpot, but hundreds of other apps like Notion and Google Workspace, making it a flexible backend orchestrator.
• Real-Time Operations: Processes data instantly, ensuring that your CRM always reflects the latest interactions.

Pricing:

• Free Plan: Includes basic automation with limited operations
• Core Plan: $9/month for 10,000 operations with access to core apps
• Pro Plan: $16/month includes faster runs and advanced features

4. Zapier

Zapier is probably the fastest way to hook up a chatbot to HubSpot. It works well for straightforward use cases — like sending form data from a chatbot into HubSpot to create a new contact or updating a deal when someone answers a specific question. For many teams, it’s the go-to tool because of its simplicity and wide app support.

That said, Zapier has its limits. Once you need branching logic, detailed filters, or more than a few steps, things can start to feel restrictive. You might run into rate limits or have to stack Zaps in awkward ways to get more complex automations.

It’s great for getting a working integration up quickly, but if your chatbot is handling more nuanced lead flows or you want tighter control over timing and logic, you’ll likely outgrow it.

Key Features:

• Rapid Deployment: Enables you to set up workflows in minutes, perfect for quickly linking chatbot outputs to HubSpot actions.
• Massive App Library: With over 3,000 apps supported, you can easily connect your chatbot to virtually any tool in your stack.
• Straightforward Workflows: Best suited for simple, linear processes — ideal for teams that need fast, reliable automation without complex logic.

Pricing:

• Free Plan: Includes 100 tasks per month with single-step Zaps
• Starter Plan: $19.99/month supports multi-step Zaps and filters
• Professional Plan: $49/month includes paths and custom logic

5. Intercom

Intercom focuses on customer communication — think chat, support tickets, and outbound messages — all in one place. It’s a solid option for teams that want sales and support working from the same interface. The setup is fast, and the UI feels polished.

Its AI assistant, Fin, handles support queries by pulling answers from your help docs and previous conversations. You can also build lead capture flows that qualify visitors and hand them off to a human when needed. It’s not deeply customizable, but it’s reliable out of the box.

The HubSpot integration syncs contacts, companies, and chat activity. It works well for logging interactions and triggering follow-ups. If you’re already using Intercom for customer support, it’s easy to extend that into lead gen and push data into your CRM.

Key Features:

• Unified Messaging Platform: Combines chat, email, and help desk functions, delivering a seamless customer communication experience.
• AI-Powered Support: The new AI agent, Fin, offers quick, context-aware responses, reducing manual support efforts.
• Lead Engagement Tools: Build conversational flows that not only support customers but also qualify leads and schedule demos.
• Smooth CRM Sync: Integrates well with HubSpot, keeping contact data and chat histories in sync for better follow-up.

Pricing:

• Starter Plan: $74/month includes live chat, inbox, and basic bots
• Product Tours Add-On: $199/month enables interactive onboarding flows
• Fin (AI Bot): Usage-based pricing billed per resolution

1. How do I choose between native and third-party chatbot integrations?

To choose between native and third-party chatbot integrations, consider your goals: if you need a fast setup for simple lead capture, native tools like HubSpot ChatFlows are ideal. If you want advanced capabilities like API calls or multi-language support, third-party platforms like Botpress offer greater flexibility.

2. Can I use multiple chatbot platforms with HubSpot simultaneously?

Yes, you can use multiple chatbot platforms with HubSpot at the same time, as long as each is properly integrated through the HubSpot API or webhooks. Just make sure to coordinate triggers and data syncing to prevent duplicate entries or conflicting workflows.

3. Do HubSpot chatbots support multi-language conversations?

HubSpot's native chatbot tool has limited multi-language support with basic localization. For robust multilingual conversations with translation or intent handling, you’ll need a third-party platform like Botpress that supports NLP models trained in multiple languages.

4. What is the role of NLU (Natural Language Understanding) in qualifying leads through chatbots?

NLU plays a key role in qualifying leads by allowing the chatbot to understand user intent, extract entities (like job titles or budgets), and respond contextually. This lets the bot have natural conversations instead of relying on rigid question trees or form fields.

5. What are the best practices for designing chatbot flows that qualify leads?

The best practices for designing chatbot flows that qualify leads include asking clear, conversational questions tied to lead criteria, mapping answers to HubSpot fields in real time, using quick replies to guide users, and adding fallback logic for unexpected input. Keep the flow focused and goal-oriented to avoid drop-offs.