HubSpot adds another CRM connector, this time with Claude
HubSpot follows up its ChatGPT connector by teaming up with Claude. Expect to hear more concerns about data privacy.
Nearly two months after introducing a deep research connector for ChatGPT, HubSpot announced today a CRM connector for Anthropic’s Claude AI platform.
HubSpot is building connectors to add customer context to large language models (LLMs). Marketers are increasingly comfortable with tools like ChatGPT and Claude, but it’s the data in the CRM that extends the value of these tools.
With the CRM connector, Claude can generate tailored answers, summaries and visualizations based on HubSpot data. It can also take action on insights directly in HubSpot, including campaign optimization and accelerated lead engagement.
There’s little doubt such connectors will help marketers work smarter and faster.
For example, marketers can ask Claude to find contacts who opened a recent email campaign but didn’t click through, and generate a pie chart to support follow-up segmentation.
Sales teams can summarize active deals organized by name, dollar amount and deal stage, sorted by closing date to help prioritize their week.
Support reps can ask for all open tickets assigned to them, sorted by priority and creation date.
However, shortly after announcing the ChatGPT connector in June, mixed reactions appeared online. Some marketers marveled at the possibilities, while others expressed concern about data privacy.
In a release announcing the Claude connector, HubSpot said it built the tool to ensure users only see the CRM data they’re allowed to access in HubSpot. (For example, individual sales reps will only see pipeline data for deals they have permission to view.)
HubSpot also reiterated — as it did with the ChatGPT connector — that Anthropic does not use the data shared through HubSpot to train its models, except in certain instances, such as when a customer chooses to provide feedback or opts into training.
The HubSpot connector for Claude is available now to all HubSpot customers across all tiers with a paid Claude subscription: Pro, Max, Team or Enterprise.
Earlier in July, Anthropic announced several connectors for Claude to better integrate the platform with people’s daily work tools. In addition to HubSpot, connectors of interest to marketers include Canva, Asana, Notion and all Google Workspace applications.
Dig deeper: Study shows AI agents struggle with CRM and confidentiality
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