Overview
Assigning leads automatically in HubSpot helps you manage your pipeline more efficiently, especially when your La Growth Machine campaigns scale. With LGM’s native HubSpot integration and HubSpot workflows, you can make sure every new lead lands in the right salesperson’s hands without any manual work.
Key benefits
Automatic assignment to the right salesperson as soon as a campaign starts
Cleaner pipeline thanks to contact creation and enrichment
Scalable workflows for sales teams handling large volumes
Understanding LGM’s Hubspot integration
A reminder of LGM’s native integration
When LGM’s HubSpot integration is enabled, contacts are automatically created or updated if they already exist. At the start of each campaign, LGM checks whether the lead is already in your CRM using:
Identified email
Firstname + Lastname + CompanyName
If the lead does not exist, LGM automatically creates the contact.
All activities are logged on the contact timeline
Any action performed by LGM is logged in HubSpot:
Lead added on LinkedIn → logged instantly
Direct Messages on LinkedIn → message content appears in the timeline
Replies on LinkedIn → added to the contact’s activity log
Tip: If you want to double-check setup steps, refer to our guide on how to connect HubSpot.
All set already? Then let’s take the integration further!
What are Hubspot workflows?
To understand how to automate lead assignment, you need a quick overview of how workflows function.
HubSpot workflows let you automate actions based on:
Triggers: the event that starts the workflow
Actions: what HubSpot should do after the workflow starts
Introduction to triggers
Triggers define when a workflow should run, and they’re the most important part of any automation.
There are two types of triggers:
1. Default HubSpot triggers
Based on standard HubSpot properties such as:
Lifecycle status changes
Form submissions
2. Trigger data provided by integrations (such as LGM)
This is where things get powerful. Since LGM synchronizes everything, you can trigger workflows when:
A lead starts a campaign
A lead replies on LinkedIn or by email
A lead accepts your LinkedIn request
The sky is the limit!
Introduction to actions
Once a trigger is defined, you add actions. Actions are slightly more limited, you can:
Use default HubSpot actions
Or create custom ones using webhooks (requires Operations Hub Professional)
Actions allow you to:
Create branches, for example to check if the contact is already assigned
Modify contact properties, including ownership
Now that you have the basics, let’s automate lead assignment!
How to automatically assign a lead from LGM to the right salesperson?
Since the LGM integration can trigger workflows based on any LGM activity, you can easily assign leads as soon as a campaign starts.
Step 1 — Create the right workflow
Head to HubSpot’s workflow creator and choose:
Contact-based workflow
Step 2 — Set your trigger
Our goal: assign a salesperson when a campaign starts.
Choose the trigger:
La Growth Machine: Action start
Add trigger parameters,
You can refine triggers by:
Specific campaigns
Date it occurred
Identity used for the campaign → this is the one we need
Select the identity condition and type the salesperson’s name.
For example: “Agathe Bancel”
Pro tip: Use contains any of to avoid naming mistakes.
Save the trigger.
Step 3 — Add your action
Click the + icon and look for:
Rotate record to owner
Then select the correct owner.
Step 4 — Optional: enable retroactive assignment
Before launching, you can choose to trigger the workflow retroactively.
And that’s it! Your team now automatically receives the right leads at the right time!
Advanced utilization – Identifying missed LGM opportunities with dynamic lists
When your campaigns generate a large number of replies, it’s easy to miss opportunities.
As a sales manager, you can build an Active List of all potential opportunities that have not yet been qualified, based on:
Conversion data from LGM
Qualification data from HubSpot
These lists help you identify overlooked replies or warm leads.
To create them, check out our guide on how to build dynamic lists based on LGM’s data.
FAQs
How does LGM decide whether to create or update a HubSpot contact?
How does LGM decide whether to create or update a HubSpot contact?
LGM first checks for an identified email, then matches firstname + lastname + company. If no match is found, LGM automatically creates a new contact.
Do LinkedIn messages really sync into HubSpot?
Do LinkedIn messages really sync into HubSpot?
Yes! Every LinkedIn DM sent through LGM, including the message content, appears directly on the contact’s timeline.
Can I trigger workflows based on specific LGM events?
Can I trigger workflows based on specific LGM events?
Absolutely. You can trigger workflows when a lead starts a campaign, replies, accepts a connection, and more.
Do I need Operations Hub to assign owners automatically?
Do I need Operations Hub to assign owners automatically?
No. Standard HubSpot actions like Rotate record to owner work without Operations Hub Pro.
Can I assign leads differently depending on the campaign?
Can I assign leads differently depending on the campaign?
Yes. Use campaign-based filters in your trigger settings to route leads to the correct salesperson.