Hubspot has new feature publications almost every day – so it shows how excited we are to write a full blog on it.
The new MCP server from HubSpot is really a player in our eyes. With around 78% of the global companies, they report that they use AI in their companies and are really changing and yet powerful AI tools to change the landscape for all growing companies around the world.
With the native AI functionality, with which connections and API are easier to manage, HubSpot MCP webhooks and externally managed APIs. But how do you use it?
In this article we explain what the MCP server from HubSpot actually is, some specific applications and scenarios for which you can use it, and above all how you can start immediately.
Download our pricing today to see how you can use the HubSpot MCP Server and how we can support you.
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What is the MCP server from HubSpot?
Right – that will be complicated. To explain it easier, we have to start with the heavy jargon.
MCP is an internal communication protocol developed by HubSpot and supplies the execution of a custom automation. It acts as an infrastructure layer behind lifting spots ability to carry out serverless functions, especially in workflows so that developers with JavaScript can create an extended, dynamic automation.
If you don’t understand that, I was explained in Chatgpt’s words like a “5-year-old”.
“Imagine, Hubspot is like a great robot that helps people run their business. It sends e -mails, follows the customers and remembers many important things.
Sometimes the robot sometimes has to do something special, which does not already know how to do it, how to look or change the weather, how something is written. But the robot can’t do everything alone …
Imagine, Hubspot writes a note: “Hey, can someone help me to find out?”. It places this note in the Magic Mailbox (MCP). In the mailbox there is a tiny helper (smart code) who reads the note, does the special task and writes an answer. Then Hubspot reads the answer and knows exactly what to do next. “
In incredibly concise terms, the HubSpot MCP server ensures that you do not have to rely on external services or workaround integrations. You can now solve complex, logic-controlled problems in Hubspot, instead of writing API calls and integrating external connectors.
What makes it so special?
This is something special because it reflects a different approach for CRM automation – and no other leading CRM does so.
While many CRM companies talk about AI and offer flexibility through code and integrations, HubSpot has created an infrastructure that makes extended functions really accessible without having resources at the company level. The fact that this functionality is a native function and does not characterize a screw with a screw distinguishes Hubspot.
You do not need to manually manage data about connections such as Made or Zapier or manually manually manage external APIs. With the HubSpot MCP server, custom code is manually and native via HubSpot workflows with JavaScript, which reduces the barrier for entry into entry, while removing the dependencies you have from your tech stack.
We can also be biased here, but it is a sign where Hubspot is managed as CRM. By priorizing automation, you can tell that rigid workflows and dropdown logic are no longer sufficient for growing companies. They carve a measure of user -friendliness that no other CRM or marketing tool offers.
Example scenario
Okay – that’s all good and good, but how does it work in reality?
Suppose you are a growing B2B -Tech business. A steady increase in demo inquiries about your website -a good thing from a marketing campaign.
But not every tour fits well. Some submissions come from:
- In Great Britain -based companies that you want to work with
- Resting or dissolved companies
- Individuals or students without commercial intentions
- Oversee contacts that fall outside the sales of their sales team
You would like to ensure that only the right leads reach your sales team – especially for active people registered in Great Britain.
Unfortunately, Hubspot’s standard automation cannot check whether a company is active or registered. The only way to get this information is to obtain the API from the House House, but this requires an additional infrastructure. Your process could therefore look like this:
- Set up a webhook in a workflow
- Send company data to an external server
- Use this server to call up the House -API from Companies
- Process the answer and give the status back to Hubspot
- Draw this data back into a custom property
- Treat logging, troubleshooting, installments and hosting
It is practical, but slow and requires ongoing developer support.
With MCP Server from HubSpot you can treat the entire process in a custom code campaign in a workflow:
- The demo shape puts a lead
- Hubspot hands over the company name into the custom codeblock
- The code asks the company -API from the MCP term
- It checks whether the company is registered and active
- It writes the result back to a custom property such as “Verified company – yes/no”.
- The lead is automatically forwarded based on this result
- All of this happens native in Hubspot -no external server, no webhook setup, no DEV infrastructure.
This is exactly the type of efficiency and adaptation that MCP is supposed to unlock – and it distinguishes Hubspot from other CRMs, for which external tools or special development work are still required to achieve the same result.
A few applications
It’s all really impressive. It is a real player for marketers or truthfully, a real game changer for marketers or truthfully, a real game -changer or a user -hubspot portal to bring data to Hubspot without being necessary according to code or API calls. Other potential applications for HubSpot MCP servers are:
Extended lead routing based on the business logic
Complex routing logic usually requires a combination of several workflows, external scripts or logic that are hosted on another platform, especially if decisions depend on more than just standard properties.
With MCP you can define rules in JavaScript directly in the workflow. You can take into account the size, the country, the industry, the size of the company or the custom fields and then dynamically assign the right team or the right pipeline leads.
Replaced:
- Multi-industry workflows that become unmanageable
- Webhook calls to routing engines
- Features of decision trees that are hosted outside the platform
User -defined object creation and property mapping
If you have to create or update user -defined objects (e.g. subscriptions, service tickets or licenses) based on certain inputs or relationships and use the logic before the object is created, you usually need an API integration to manage this.
With MCP, your logic for creating objects, property or relationship mapping can be carried out natively in the workflow, which keeps everything in Hubspot.
Replaced:
- External services are used to manipulate object data before pressing on Hubspot
- Webhooks that trigger custom CRMs or back-end databases
- Manual processes for creating the associated data records
Conditional trigger of third -party providers
You often want HubSpot to interact with another platform, for example, to send data to a fulfillment system or to trigger a campaign in a third-party tool-Jedoch if certain complex conditions are met.
With MCP you can include the logic and the Outbound -API call in the same action. This means that you do not have to send all data via Webhook and filter elsewhere. You can decide in the workflow whether the call has to take place.
Replaced:
- Blanket Webhook calls the data about the sending of data
- Filter logic applied in external tools
- Complex branching that makes it difficult to maintain the workflow
How to use it now
The best – that can now be used. This function is currently only available with Operations Hub Hub Professional or Enterprise. For those who have this, follow below to get started:
- Go to your HubSpot portal -Make sure you use Operations Hub Professional or Enterprise (or a hub with the operating add-on).
- Navigate to workflows – Go to automation> Workflows and open an existing workflow or create a new one.
- Add a new action – In the workflow, click the “+” symbol to add a new step.
- Choose “custom code” – In the “User -defined” section, select the campaign custom code.
- Insert input variables – Define which HubSpot properties you want to hand over to the codeblock, e.g. B. Contact -E -E mail, company name or deal size.
- Write your JavaScript -Use the integrated code editor to write your logic in Node.js, including the necessary external API calls or data processing. Remember, if you have no coding experience, Chatgpt can help you.
- Define output variables – Enter what values your code should return to the workflow for use later.
- Test the code – Use HubSpot’s test function to simulate a run with sample data and confirm that everything works as expected.
- Use the outputs in your workflow – Assign the returned values in properties or use them for the guide for branching and automation.
- Check and activate – Tested and approved once, switch on the workflow. Your code is now safely carried out in real time with the MCP server from Hubspot.
If you follow this step by step, you can quickly start with the Hubspot MCP server.
Win a competitive advantage
We believe that the MCP server from Hubspot is more than just a further functional publication. It is a real shift in automation and integration in the platform.
By including the API logic and the custom code in workflows, the technical bottlenecks that have traditionally held back teams are removed. No more channel parts, wait for developers or third -party tools, just to do simple tasks. For every growing B2B business or marketing team that requires agility without complexity, this is a big step forward.
Would you like to know how you can unlock this functionality in your own portal? Download our price manual to see how the MCP server fits your package and how we can support you in using the full potential.
