Klaviyo HubSpot: A Complete Guide for Marketers and Consultants

In today’s competitive landscape, many organisations turn to email-marketing automation and CRM integration to drive growth. At Mpire Solutions, our 15 years of experience with HubSpot, especially in syncing with best-in-class tools like Klaviyo, has taught us one thing: the phrase “Klaviyo HubSpot” isn’t just a buzzword—it’s the doorway to aligning email, CRM, and sales workflows. If you land here, you’re probably evaluating how to bring Klaviyo & HubSpot together for your business.

This article will walk you through:

• Why combining Klaviyo and HubSpot makes sense

• Typical real-life problems we see (and how to solve them)

• Step-by-step integration guidance

• Best practices and pitfalls

• FAQs that answer what I’ve seen clients ask most often

Why Use Klaviyo with HubSpot?

Many businesses already use HubSpot for their CRM, inbound marketing, and lead-management workflows. Meanwhile, Klaviyo is extremely strong in email-marketing automation, especially for e-commerce and highly segmented campaigns.

Role of HubSpot

HubSpot offers a unified CRM, marketing automation, landing-pages, form capture, lead-nurturing, and more. It performs well for both B2B and B2C use cases. 

Role of Klaviyo

Klaviyo excels in email automation, segmentation, behavioural triggers (especially purchase behaviour), and e-commerce brands. 

Why integrate them?

Consider a scenario: A marketing manager at a fashion-brand (let’s call her Sarah) uses HubSpot to capture leads via site forms and to track sales-pipeline progress. She also uses Klaviyo to run cart-abandonment flows, upsell emails based on purchase history, and SMS campaigns.

Without integration, Sarah grapples with these problems:

• Contacts captured in HubSpot don’t automatically move into Klaviyo lists → segmentation suffers

• Klaviyo campaign opens/clicks are invisible in HubSpot → sales team lacks insight

• Duplicate or stale contact data across systems → wasted budget

• Harder to attribute conversions or see full customer journey across systems

By bringing Klaviyo and HubSpot together (“Klaviyo HubSpot”), Sarah can:

• Keep contact and profile-data in sync between both platforms

• Report Klaviyo behaviour (opens, clicks, purchases) inside HubSpot for Sales to act on

• Use HubSpot contact properties (deal stage, lifecycle stage) to trigger Klaviyo automations

• Improve ROI tracking since the full customer journey is visible

Real-Life Problem Scenarios

Here are three typical problems clients bring us, and how thinking of Klaviyo HubSpot integration helps solve them:

Scenario 1: Missed leads because mailing list and CRM are disconnected

Tom runs a B2C subscription business. He uses HubSpot to capture web-form sign-ups. Separately he uses Klaviyo to send welcome and nurturing emails. But because no sync exists, some sign-ups never receive the nurture track; some users appear twice; marketing can’t tell which leads are qualified for sales.

Solution: Establish a one-way or two-way sync so that new HubSpot contacts automatically become Klaviyo subscribers (and/or vice versa). Then configure workflows based on lifecycle stage so marketing and sales are aligned.

Scenario 2: Sales team blind to email performance

Priya’s company uses HubSpot’s CRM for tracking deals, but her email campaigns are all handled in Klaviyo. The sales team doesn’t know which contacts opened or clicked key emails, they only see “Contact X – Lead” in HubSpot. This disconnect means fewer follow-ups and lost conversions.

Solution: Sync Klaviyo engagement data (email sends, opens, clicks) back into HubSpot so that these events appear on the contact timeline. Then create HubSpot workflows that alert sales when a contact clicks a key link or completes a purchase.

Scenario 3: Confused segmentation across systems

E-commerce brand “GreenTech” has several segments: “recent buyers”, “churned customers”, “high-value customers”. They use Klaviyo for segmentation and campaigns, HubSpot for lifecycle and lead scoring. But because the two systems aren’t aligned they have mismatches, some “high-value” customers in Klaviyo aren’t flagged in HubSpot, so HubSpot automation doesn’t trigger upsell outreach.

Solution: Map custom properties and segment definitions between HubSpot and Klaviyo (e.g., purchase value, last purchase date). Use change-mapping so when someone becomes “high-value” in Klaviyo the custom property updates in HubSpot and triggers an upsell process.

How to Set Up Klaviyo HubSpot Integration

Here’s a structured approach we follow at Mpire Solutions:

Step 1: Define your data-model and mapping

• List which HubSpot object(s) and properties you want synced (Contacts, Companies, Deals, Lifecycle stage, Lead source, etc.).

• List which Klaviyo lists, segments, and properties you will use (Subscribed status, purchase history, engagement metrics).

• Decide direction of sync: one-way (HubSpot → Klaviyo), or two-way (HubSpot ↔ Klaviyo). Many integrations support two-way. 

• Identify duplicate-handling logic and unsubscribe management (important for compliance).

Step 2: Choose your integration method

You have a few options:

• Use a specialised connector (for example Outfunnel offers two-way HubSpot-Klaviyo sync including email-engagement back into HubSpot).

• Use a data-integration tool (such as Skyvia) for full mapping, scheduling, and transformation. 

• Use a no-code automation platform (e.g., Zapier) to set up basic triggers (e.g., new HubSpot contact → add to Klaviyo list) quickly.

Step 3: Configure the integration

• Map fields: e.g., HubSpot “Email” → Klaviyo “Email”, HubSpot “Lifecycle Stage” → Klaviyo “Subscriber status”.

• Set triggers or schedule: e.g., sync new/updated contacts every hour or in real-time if supported.

• Include behaviour events: e.g., capture Klaviyo opens, clicks, purchases into HubSpot timeline so you can trigger workflows. 

• Test with a sample dataset: create test contacts, trigger an email, see if history appears in HubSpot.

• Set unsubscribe/un-sub logic: ensure a contact who unsubscribes in Klaviyo gets flagged in HubSpot (so sales avoids contacting them).

Step 4: Build workflows & campaigns

Once data flows, build HubSpot workflows that incorporate Klaviyo events. For example:

• If contact in HubSpot has “Clicked Email X” (synced from Klaviyo) and “Lifecycle Stage = Marketing Qualified”, then assign to sales rep.

• If contact purchases twice and enters segment “High-value customer” in Klaviyo, update HubSpot property “VIP Customer = Yes”, then trigger upsell email via Klaviyo and internal alert in HubSpot.

• Use HubSpot segmentation combined with Klaviyo lists to launch highly targeted flows (e.g., “Contacts in Deal Stage Demo Scheduled” → add to Klaviyo list “Post-Demo Nurture”).

Step 5: Monitor, iterate, and measure

• Monitor key metrics: mix of email performance (opens, clicks) from Klaviyo and sales pipeline metrics from HubSpot: leads to opportunities, conversion rates, customer-lifetime value.

• Check for data sync errors, duplicates, or mismatches (contacts without deals but high engagement).

• Refine segments, adjust workflows based on what the data tells you.

• Maintain documentation of mapping and workflow logic for governance and hand-over.

Best Practices & Common Pitfalls

Best practices

• Keep your data model as simple as possible to start. Too many custom fields/segments before sync will slow you down.

• Prioritise data cleanliness: ensure HubSpot contacts have correct identifiers (email, lifecycle stage) before syncing.

• Use clear naming conventions for lists and segments in Klaviyo; mirror logic in HubSpot where possible.

• Use lifecycle stages or lead scores in HubSpot as triggers for Klaviyo flows so your marketing becomes context-aware.

• Tag behaviour events in HubSpot timeline (from Klaviyo) so sales has real insight into what the contact has done.

Common pitfalls

• Assuming there is a “native built-in” full integration: at time of writing, Klaviyo does not provide a fully native HubSpot integration out-of-the-box; many businesses rely on connectors/tools. 

• Duplicate contacts and lists: if mappings aren’t clear, you may end up with many duplicates causing confusion and extra cost.

• Ignoring unsubscribe/unsub logic: if a contact unsubscribes via Klaviyo but stays active in HubSpot, you may breach consent policies.

• Treating the integration as “set and forget”: marketing and sales processes evolve—so the sync logic and workflows need periodic review.

• Poor measurement alignment: if HubSpot pipeline metrics and Klaviyo campaign metrics aren’t joined, you won’t know if the investment is paying off.

When Klaviyo + HubSpot May Not Be Right

While the phrase “Klaviyo HubSpot” can deliver high value, there are situations where you may want to reconsider or modify the approach:

• If your business is purely B2B and your main need is lead nurturing and complex sales-process management, HubSpot alone may suffice rather than layering Klaviyo. 

• If your email volumes are small, or segmentation needs are minimal, you might use HubSpot’s native email tool instead of paying for another system.

• If your team lacks capacity to manage two systems, the overhead may outweigh benefits—consider simplifying.

• If you want full omni-channel personalisation (beyond email/SMS) and advanced CDP-level segmentation, you might need to look beyond both. 

Why Mpire Solutions is Your Partner for Klaviyo + HubSpot

At Mpire Solutions, our 15 years working with HubSpot have taught us the success path: integration is more than tech; it’s process, data governance, cross-team workflows, and measurement. When you partner with us for your Klaviyo HubSpot project, you get:

• Deep experience in HubSpot architecture and best practice

• Proven connectors and integration methods for Klaviyo & HubSpot

• Workflow design that aligns marketing, sales and service

• Data-model planning and mapping to avoid duplicates, errors and compliance risk

• Measurement frameworks so you can see ROI and optimise continuously

Whether you’re implementing from scratch, revisiting an existing stack, or migrating between systems, we bring the expertise to make your “Klaviyo HubSpot” project deliver.

Frequently Asked Questions (FAQs)

Q1: Can Klaviyo and HubSpot be fully synchronised in both directions?
Yes. By using a connector or integration tool (e.g., Outfunnel or Skyvia) you can set up two-way sync — contacts, custom fields and behaviour events can flow between Klaviyo and HubSpot. 

Q2: What happens if a contact unsubscribes in Klaviyo — will HubSpot know?
If properly mapped, the unsubscribe event in Klaviyo can be sent back into HubSpot (as a property change) so the contact is flagged, preventing further outreach from sales. This must be configured during integration set-up.

Q3: Do I need to migrate all my email campaigns from Klaviyo into HubSpot?
Not necessarily. Many clients keep Klaviyo for email/SMS because of its strengths, and use HubSpot for lead capture, CRM, workflows and sales. The goal is coordinated data and workflows rather than moving everything.

Q4: What are the key fields I should map between HubSpot and Klaviyo?
You should at minimum map: Email address, Contact name, Lifecycle stage (HubSpot) or Subscriber status (Klaviyo), Source/lead-source, Purchase behaviour (if e-commerce), Engagement events (opens/clicks). Then decide which custom fields (e.g., “High-value customer”, “Days since last purchase”) are required.

Q5: How do I measure success after integrating Klaviyo and HubSpot?
You’ll want to track metrics across both systems: e.g., number of new contacts captured via HubSpot forms that entered a Klaviyo welcome flow; number of contacts with high engagement (clicks in Klaviyo) that resulted in a HubSpot deal; pipeline conversion rate uplift after integration; reduction in duplicate contacts or unsubscribe conflicts. Then refine segmentation and workflows accordingly.