IndiaMART HubSpot integration:get every IndiaMART and JustDial enquiry into HubSpot, once, with its source.

IndiaMART and JustDial produce a particular kind of lead. Buyers often send the same requirement to several sellers, enquire again a week later, and give a mobile number but no email. Reps answer from the seller app on their own phones and copy only the leads they like into the CRM. The result is a HubSpot portal that undercounts portal leads, cannot show which portal produces orders, and cannot measure response time.

An integration fixes three things at once: speed (every enquiry becomes a HubSpot task or notification within minutes), completeness (no lead depends on a rep choosing to type it in), and measurement (every record carries the portal, lead type and product, so won revenue can be compared with the subscription fee). The measurement side, the reporting by source and the cost-per-won-deal maths, is the same as in the Zoho CRM version of this guide. This page concentrates on what is different in HubSpot: how records are matched, which HubSpot features can receive a webhook, and how to route.

IndiaMART’s Push API article says data is sent by POST as JSON, and lists the fields in each lead, including UNIQUE_QUERY_ID, QUERY_TYPE, QUERY_TIME, SENDER_NAME, SENDER_MOBILE, SENDER_EMAIL, SENDER_COMPANY, SENDER_CITY, SENDER_STATE, QUERY_PRODUCT_NAME, QUERY_MESSAGE and QUERY_MCAT_NAME. Every lead carries a query ID, lead type, time, a name (defaulting to “IndiaMART Buyer” when missing), country, and either a mobile number or an email, which is why matching on email alone is not enough.

QUERY_TYPE tells you what kind of enquiry it is: W for direct enquiries, B for buy-leads, P for PNS calls, BIZ for catalogue views and WA for WhatsApp enquiries. Map it to a HubSpot property, because direct enquiries and purchased buy-leads usually convert very differently, and you will want to judge them separately.

The Pull API is the scheduled alternative. You generate a key in Lead Manager (Import/Export Leads, then Pull API), and call the endpoint with a start and end time in IST. IndiaMART sets a maximum window of 7 days per call, a minimum of 5 minutes between calls (it advises every 10 to 15), blocks the key for 15 minutes after more than 5 hits in a minute, and makes only the last 365 days available. A key expires after 7 days without activity, and generating a new key expires the old one. Use Pull for a one-time backfill of history and as a fallback, and Push for the live sync. IndiaMART itself now steers sellers toward Push: its older Zoho CRM plugin article says that Pull-based plugin is being phased out, while the Push API Zoho article keeps Pull only for fetching old leads.

No public, self-serve JustDial lead API was found while researching this guide. Connector vendors describe the same process: their platform generates a webhook URL, and you send it to JustDial, who adds it on their side. Kylas (vendor-published) lists access to the JustDial support team as a prerequisite, and Pabbly Connect (vendor tutorial) uses a New Leads trigger on its own webhook URL that JustDial is asked to call. Niswey’s Semka documentation (vendor-published) includes a sample email for that request, and LeadSquared’s help article (vendor-published) says JustDial must be configured to call its URL using the GET method.

That GET detail matters for HubSpot. HubSpot’s webhook workflow trigger accepts only application/json content and only enrols records that already exist, so a JustDial request cannot go straight into a HubSpot workflow. Put a connector, automation tool or small function in between that reads the request, normalises the number, and writes the contact through the API.

For JustDial leads to CRM in general, the same rules apply whatever the CRM: one URL per CRM, written confirmation from the account manager, a test lead from JustDial, and a weekly comparison of JustDial’s lead list with what arrived. Tag JustDial leads with their own Portal source value so the ROI report can separate them from IndiaMART.

HubSpot’s deduplication article says contacts are deduplicated by email address and companies by domain. A form submission with a known email merges into the existing contact; an import without an email column or another unique identifier creates every row as a new contact. Phone number is not a default matching key. So when a buyer who enquired last month enquires again with only a mobile number, a naive integration creates a second contact, and the history, owner and deal are split.

The fix has three parts:

1. Normalise the phone number before anything else: country code, no spaces, no leading zero. Store it in a dedicated property and make that property require unique values, which HubSpot supports for custom properties and can use as an identifier in imports.
2. Search, then write. Search contacts by the normalised phone first, then by email if present. If a contact exists, update it, log the enquiry as an activity or note, and decide whether it opens a new deal or joins an open one. Only create a contact when both searches miss.
3. Key on the portal’s own ID. Store IndiaMART’s UNIQUE_QUERY_ID on the record or activity. IndiaMART retries Push deliveries until it gets HTTP 200, and its Pull guidance recommends overlapping windows, so the same query can arrive twice; the query ID lets you ignore the second copy.

For portals where the same buyer appears on both IndiaMART and JustDial, the phone match also links the two enquiries to one person, and the Portal source property should record the first portal while each activity records its own.

Route on QUERY_MCAT_NAME or product (which team sells it), SENDER_STATE or city (territory), and lead type. HubSpot’s rotation and ownership options are covered in the guide to HubSpot round robin lead routing; apply the same rules to portal leads rather than building a portal-only queue that nobody watches.

Give portal leads a triage stage before the normal pipeline: not a buyer, not a fit, genuine requirement, quoted. Make the disqualification reason a required dropdown (student, competitor, wrong product, area not served, price only). Those reasons tell you whether a portal category or keyword is worth paying for. To see what slow replies cost, run the numbers in the lead routing delay cost calculator.

Create a deal only when a lead reaches genuine requirement, not on every enquiry, or the pipeline fills with noise. When the deal closes, the won amount and the portal source on the contact give you revenue per portal, which you compare with the annual subscription cost. Keep the field names and meanings in your CRM data dictionary.

If portal leads are your main source, the integration is part of a wider CRM design: lifecycle stages, deal pipeline, owner rules and reporting. The HubSpot consultant guide covers who to hire and what it costs, and the HubSpot implementation cost guide shows how each integration affects scope; for licences, see HubSpot price in India. If you are still choosing a CRM for a portal-heavy sales team, Bigin vs HubSpot and Zoho CRM alternatives compare the options.

When the real question is why enquiries do not turn into orders, start with the Revenue Diagnostic: two weeks of read-only access to ad accounts, analytics and CRM, ₹90,000 for companies in India ($1,500 elsewhere), ending in the binding constraint and a 90-day plan. WhatsApp enquiries raise the same phone-matching issue, covered in the HubSpot WhatsApp integration guide.