Klaviyo HubSpot Integration: B2B, B2C and Your Options

Klaviyo has no built-in HubSpot integration, and its own help centre says so. You connect the two with a partner app from HubSpot’s marketplace, a sync tool such as Outfunnel or Unific, Zapier or Make, or a custom API build, and the connector you pick decides what syncs and in which direction.

Most brands asking fall into one of two camps. The first runs a direct-to-consumer store and a B2B side (wholesale, practitioners, corporate orders, retail partners) and wants the two systems to stop contradicting each other. This guide is for them. The second is a DTC brand that started on HubSpot and outgrew it for ecommerce email. For them, a HubSpot to Klaviyo migration is usually cleaner than a sync, and Klaviyo vs HubSpot covers which platform should own what.

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Does Klaviyo integrate with HubSpot?

Not natively. Klaviyo’s help centre states it has no built-in HubSpot integration. Brands connect the two with a partner-built app from HubSpot’s marketplace, a two-way sync tool such as Outfunnel, a one-way connector such as Unific, automation platforms like Zapier or Make, or a custom build on both APIs.

That’s worth saying plainly because plenty of content implies otherwise. The quote is from Klaviyo’s HubSpot migration guide: “Klaviyo does not have a built-in integration with HubSpot.” Everything below is a third-party or custom route.

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The B2B/B2C split: why brands run both

Klaviyo describes itself as a B2C CRM, and for a store that’s accurate. Its data model is built around people buying things: Viewed Product, Started Checkout, Placed Order, predicted next-order date, SMS and email consent on one profile. HubSpot is built around accounts and pipelines: companies, deals, deal stages, sales sequences and owner assignment.

Brands end up needing both when one customer base spans both models:

• Supplements and wellness brands selling DTC and through practitioners, clinics or gyms.
• Consumer brands with wholesale, where retail buyers are managed as deals and shoppers are managed as profiles.
• Products that sell to individuals and teams, where one person may buy for themselves and later for their company. Popl, one of our case studies, is a good example of a brand whose email program had to serve both B2B and B2C journeys.

The rule we use: HubSpot owns the sales relationship, Klaviyo owns marketing email and SMS. The integration exists to enforce that boundary, not to copy everything into both places.

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Your sync options

As of September 2026, these are the realistic routes. Features and pricing are from each vendor’s own page.

Option	Direction	What moves	Best for
KAV Labs app (HubSpot marketplace)	Two-way	Contacts, contact and deal properties, deal and lifecycle events, email engagement, companies, lists, orders and products	Brands that want an app-based, CRM-first sync
Outfunnel	Contacts two-way, engagement Klaviyo → HubSpot	Contacts with field mapping; sends, opens, clicks, bounces and unsubscribes; Viewed Product, Added to Cart, Started Checkout, Placed Order and more	Sales teams that want to see marketing activity on the contact record
Unific	Klaviyo → HubSpot	Email, SMS and push consent; predictive values such as CLV and churn risk; custom properties	Giving HubSpot Klaviyo’s customer intelligence
Zapier, Make, n8n	Either, one trigger at a time	Whatever you map: contacts to lists, events to contacts, deal stage changes to profiles	Narrow, specific rules at low volume
Custom API build	Either	Anything both APIs support	Complex logic, high volume, in-house developers

A few specifics worth knowing:

• KAV Labs builds the Klaviyo app listed in HubSpot’s marketplace. It describes the sync as automatic and bi-directional. It’s a paid monthly subscription with a 30-day trial, and at the time of writing the listing showed 20+ installs and no reviews, so test it on a sandbox before trusting it with consent data.
• Outfunnel documents real-time sync for engagement and ecommerce events, with HubSpot list membership checked every two hours. Plans start at $29 a month, with Professional from $99, per its integration page.
• Unific runs one way, Klaviyo into HubSpot. That suits sales teams who want CLV and consent on the contact record, but it won’t stop a wholesale contact receiving your DTC promos.
• Zapier templates include adding new HubSpot contacts to a Klaviyo list, creating or updating HubSpot contacts from Klaviyo events, unsubscribing Klaviyo profiles when a HubSpot property changes, and updating Klaviyo profiles when a deal stage changes. Each Zap is one rule. That’s fine for three rules and painful for thirty.

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What should sync which way

The mistake we see most often is syncing everything both ways “to be safe”. It doubles your billable profiles, floods HubSpot with email opens nobody reads, and creates two sources of truth for consent.

Data	Direction	Why
B2B contacts and company	HubSpot → Klaviyo, as a property or list	So Klaviyo can exclude them from DTC promotions or route them to a trade-specific flow
Deal stage (e.g. closed-won wholesale)	HubSpot → Klaviyo	Trigger an onboarding sequence for new stockists, or suppress retail offers
Email and SMS consent	One owner, synced out	Two systems holding different consent statuses is a compliance problem
Placed Order for known B2B contacts	Klaviyo → HubSpot	Sales sees when an account also buys online
Predicted CLV, churn risk	Klaviyo → HubSpot	Useful context for account managers
Every open and click	Usually neither	High volume, low value in a sales CRM

Consent needs a single owner. For most ecommerce brands that’s Klaviyo, because that’s where sign-up forms and checkout consent are collected. HubSpot should read consent, not write it, unless your B2B team collects marketing opt-ins directly.

Watch your Klaviyo bill. Klaviyo bills on active profiles. A connector that pushes every HubSpot contact into Klaviyo, including sales leads who never opted into marketing, inflates your profile count and puts people in your marketing database without consent. Sync only the contacts Klaviyo needs to act on.

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A setup plan that holds up

1. Draw the boundary. Write down which contacts belong to sales (HubSpot) and which to marketing (Klaviyo), and what happens to someone who’s both.
2. Pick the connector from the table above based on direction, not feature count.
3. Map fields deliberately. Create the Klaviyo custom properties (such as b2b_account, wholesale_stage) before connecting, so nothing lands in auto-created fields with inconsistent names.
4. Build the exclusions first. Add B2B contacts to a segment excluded from DTC campaigns and discount flows before switching the sync on.
5. Test with five real records. One DTC customer, one B2B contact, one person who’s both, one unsubscribed contact, one new lead. Check both systems after each change.
6. Review monthly for the first quarter. Sync tools fail quietly. A monthly count check of synced contacts in both systems catches drift early.

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Or migrate instead of integrating

If HubSpot is only sending your store’s marketing email, with no sales team or pipeline behind it, integrating keeps a subscription and a sync you don’t need. Migrating is usually cleaner. Klaviyo’s migration guide covers the essentials:

• Export active contacts from HubSpot and import them into Klaviyo.
• Export unsubscribed contacts separately and upload them to Klaviyo’s suppression list, so opt-outs are respected from the first send.
• Build engagement-based lists (opened in the last 7, 14, 30 and 60 days) before you leave, so you can warm up by sending to your most engaged subscribers first.
• Recreate HubSpot sign-up forms in Klaviyo so new subscribers stop landing in the old system.

Our HubSpot to Klaviyo migration handles that end to end, including rebuilding HubSpot workflows as Klaviyo flows triggered by store events rather than form fills.

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Klaviyo or HubSpot: what are the weaknesses of each?

Klaviyo’s weakness here is B2B: no deals, pipelines or sales sequences. HubSpot’s weakness is ecommerce: product-level triggers, dynamic product blocks and purchase-based segmentation take custom work that Klaviyo does out of the box. That’s why “both, with a clear boundary” is often the right answer for hybrid brands, and “Klaviyo only” is right for pure DTC. The full breakdown is in Klaviyo vs HubSpot, and for the rest of the stack see our Klaviyo integrations guide.

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Getting the boundary right

The connector is the easy decision. The hard part is deciding which system owns which customer and which consent, then making the sync enforce it. If you’re weighing integration against migration, a free Klaviyo audit will show what HubSpot is actually doing for you today. If the answer is “just sending email”, our HubSpot to Klaviyo migration team will move it across without losing consent or history.