Connect HubSpot (and choose your Event source)

Athel is the system of capture; HubSpot stays the system of record. This playbook is the admin’s guide to wiring the two together — and to the one decision that deserves ten minutes of thought before you flip the switch.

You’ll need: company-admin rights in Athel and a HubSpot account with permission to install apps.

1. Connect

1. Go to Settings → Workspace → the HubSpot Integration card.
2. Tap Connect HubSpot and approve the OAuth request in HubSpot.
3. Back in Athel, the card shows Connected with your Portal ID. (Only company admins can manage the integration.)

2. The decision: where do Events come from?

The connected card asks you to choose where to import from in HubSpot: Marketing Campaigns or a Custom Object. This choice determines what your Athel Events are in HubSpot — and therefore what your reporting can do.

Choose Marketing Campaigns if your marketing team already organizes event spend as HubSpot campaigns and your reporting runs on campaign influence. Athel Events map onto records your team already recognizes, with zero setup.

Choose a Custom Object if you run (or want) a dedicated object for events/trade shows. You’ll pick the object type and map its properties — Name Property, Start Date Property, End Date Property, Type Property — then Sync All Events. The custom-object route is more setup but structurally stronger for B2B event attribution: custom objects support arbitrary associations (deals, companies, notes, tasks) and custom association labels, which is exactly the granularity per-contact-per-Event qualification wants. HubSpot’s native Marketing Events object, for comparison, tracks attendance but can’t hold per-contact labels or deal/company associations — the full comparison is in the frameworks section.

Either way, the day-to-day flow is the same: on the Events screen, an admin taps Import, picks the records from HubSpot, and confirms. Imported Events show a HubSpot icon (“Synced from HubSpot”) and keep their HubSpot identity.

3. What Athel writes to HubSpot

Per imported Event, at import time:

• A static list named Athel: {Event name} — the Event’s roster on the HubSpot side, and the anchor for lists-based reporting.

Per contact, as your team captures and wraps up:

What	How it lands in HubSpot
The contact	Created or matched — deduped by email, so existing records are updated, not duplicated
List membership	Added to the Event’s Athel: … static list
The association	Contact linked to the HubSpot Campaign / custom-object record, with association labels driven by their interaction labels — Decision maker, High intent, whatever your groups say
Notes & voice notes	Timeline note engagements on the contact (photos and files included); already-synced notes are never duplicated
Event feedback	The team’s survey responses, as a note

Two honest caveats, so nothing surprises you later:

1. Labels only sync if they exist in HubSpot. Labels created manually in Athel that have no HubSpot association-label counterpart are skipped silently during sync. Keep the Labels screen’s Sync now banner in your setup routine (Settings → Labels): it pulls HubSpot’s association labels into Athel so your reps’ taps map onto real CRM segments.
2. Follow-ups don’t sync (yet). Follow-up rows live in Athel’s Today view; they aren’t written to HubSpot as tasks today.

4. Verify the loop once

Before the show, run one end-to-end check — five minutes:

1. Import a test Event → confirm the Athel: … list appears in HubSpot.
2. Add a test contact in Athel with an interaction label → confirm the contact, the list membership, and the association label in HubSpot.
3. Attach a note → confirm it on the contact’s timeline.
4. Delete your test data on both sides.

Once this loop is verified, everything the wrap-up completes flows into HubSpot without another thought — and you’re ready to build the reports that make it visible.