Overview
This guide walks you through connecting your Sona Audiences to HubSpot for automated task creation. By completing this setup, your sales team will receive real-time task alerts based on Sona segmentation, enabling faster follow-up with high-intent leads.
Prerequisites
A HubSpot account must be connected to Sona.
Access to Sona Audiences data.
Step 1: connect HubSpot to Sona
Go to Connectors in the Sona sidebar.
Locate or add the HubSpot Connector.
Authenticate with your HubSpot credentials.
Confirm the status reads Active.
Step 2: create a new destination
Go to the Destinations section in the Sona sidebar.
Click + Add Destination.
Select HubSpot Task from the list.
Step 3: HubSpot Task-specific configuration
Task Title: write a title using personalization tokens, for example
Send a follow-up email to [First Name], [Last Name].Task Type: choose the task type, such as Call, Email, or To-Do, from the dropdown.
Priority: select the urgency level for the task, such as High, Medium, or Low.
Under HubSpot Associations, configure which object the task should associate with:
HubSpot Object: select the HubSpot object to associate the task with, for example Contact, Company, or Deal.
HubSpot Object Identification: choose the field used to match Sona audience data with HubSpot records, for example Email or Domain.
Click + Add to associate with more than one object if needed.
Assigned To: select the HubSpot user who should own the task. This can be a static user or dynamically based on HubSpot ownership.
Due Date: specify when the task should be completed, relative to sync or dynamic fields.
Reminder: choose when a reminder notification should be triggered for the task.
Notes: add contextual notes for the sales rep, for example "Reached MQL threshold" or "Engaged with pricing page".
Enable Real-Time Processing: located under Sync Settings, check this box if you want immediate data updates. When enabled, real-time processing will override the scheduled sync frequency, ideal for time-sensitive workflows and immediate lead follow-up.
For general destination configuration steps, such as selecting an audience, setting sync frequency, record matching, field mapping, and saving, follow the instructions in the Data: Destination Setup guide.
Best practices
Use personalized Task Titles to help reps act quickly, for example
Call [First Name] about demo request.Assign to existing HubSpot owners for continuity.
Include context in Notes to reduce guesswork for reps.
Stagger sync frequency and reminders based on task urgency.
Set up different destinations by funnel stage, such as Early Interest versus Late-Stage Intent.
FAQs
What does this destination do?
What does this destination do?
This destination creates HubSpot tasks from a Sona Audience so your sales team receives real-time task alerts based on Sona segmentation, enabling faster follow-up with high-intent leads.
What is HubSpot Object Identification used for?
What is HubSpot Object Identification used for?
HubSpot Object Identification is the field, such as Email or Domain, used to match your Sona audience data with the correct HubSpot record when creating a task's association. Click + Add if you need to associate the task with more than one object.
Can a task be assigned dynamically instead of to a fixed person?
Can a task be assigned dynamically instead of to a fixed person?
Yes. The Assigned To field can be set to a static HubSpot user, or configured dynamically based on existing HubSpot ownership, so tasks route to the rep already assigned to that contact, company, or deal.