HubSpot has new feature releases nearly every day - so it shows how excited we are about this one to write a full blog on it.

HubSpot’s new MCP server really is a game changer in our eyes. With around 78% of companies worldwide reporting to use AI in their businesses, having accessible, yet powerful, AI tools really changes the landscape for all growing businesses across the globe.

With native AI functionality designed to make connections and API easier to manage, HubSpot MCP is replacing webhooks and externally managed APIs. But, how do you use it?

In this article, we explain what HubSpot’s MCP server actually is, some specific use cases and scenarios that you can use it for and, most importantly, how you can get started with it straight away.

Take advantage of the MCP with Axon Garside

Download our Pricing Guide today to see how you could take advantage of the HubSpot MCP server, and how we can support you in doing so.

What is HubSpot’s MCP Server?

Right - this is going to be complicated. But, to explain it more simply, we have to start with the heavy jargon.

MCP is an internal communication protocol, developed by HubSpot, that powers the execution of custom-coded automation. It acts as the infrastructure layer behind HubSpot’s ability to run serverless functions, especially in workflows, allowing developers to build advanced, dynamic automation using JavaScript.

If you don’t understand this, here’s how it was explained to me, in ChatGPT’s words, like a ‘5-year-old’.

“Imagine HubSpot is like a big robot that helps people run their businesses. It sends emails, keeps track of customers, and remembers lots of important things.

Now, sometimes the robot needs to do something special that it doesn’t already know how to do, like look up the weather or change how something is written. But the robot can’t do everything by itself…

Imagine HubSpot writes a note: “Hey, can someone help me figure this out?”. It puts that note in the magic mailbox (MCP). Inside the mailbox is a tiny helper (Smart Code) who reads the note, does the special task, and writes a reply. Then HubSpot reads the reply and knows exactly what to do next.”

In incredibly concise terms, the HubSpot MCP server ensures you don’t have to rely on external services or workaround integrations; you can now solve complex, logic-driven problems natively within HubSpot, rather than writing API calls and integrating external connectors.

What makes this so special?

This is so special because it reflects a different approach to CRM automation - and no other leading CRM is doing it.

Whilst many CRM companies talk about AI and offer flexibility through code and integrations, HubSpot has created an infrastructure that makes advanced functionality truly accessible without having enterprise-level resources. The fact that this functionality is a native feature, not a bolt-on, sets HubSpot apart.

It no longer requires you to ‘route’ data through connectors such as Make or Zapier, or manage external APIs manually. With the HubSpot MCP server, custom code is running manually and natively through HubSpot workflows using JavaScript, reducing the barrier to entry to getting started while removing the dependencies you have on your tech stack.

Again, we may be biased, but it’s a sign of where HubSpot is headed as a CRM. By prioritising automation, they’re acknowledging that rigid workflows and dropdown logic are no longer enough for growing businesses. They’re carving out a level of usability that no other CRM or marketing tool is offering.

Example Scenario

Okay - this is all well and good, but how does this work in reality?

Say you’re a growing B2B tech business. From a marketing campaign, you're seeing a steady increase in demo requests through your website - a good thing.

But not every lead is a good fit. Some submissions are from:

UK-based businesses you want to work with
Dormant or dissolved companies
Individuals or students with no commercial intent
Overseas contacts that fall outside your sales team's remit

You want to make sure only the right leads reach your sales team - specifically, active UK-registered companies.

Unfortunately, HubSpot’s default automation can’t verify if a company is active or registered. The only way to get that information is through the Companies House API, but that requires extra infrastructure. Your process, therefore, might look like this:

Set up a webhook in a workflow
Send company data to an external server
Use that server to call the Companies House API
Process the response and return the status to HubSpot
Map that data back into a custom property
Handle logging, error tracking, rate limits, and hosting

It’s workable, but it’s slow and requires ongoing developer support.

Now, HubSpot’s MCP server lets you handle the entire process inside a custom code action in a workflow:

A lead submits the demo form
HubSpot passes the company name into the custom code block
The code queries the Companies House API from within the MCP runtime
It checks if the company is registered and active
It writes the result back to a custom property like “Company Verified – Yes/No”
The lead is routed automatically based on that result
All of this happens natively inside HubSpot — no external servers, no webhook setup, no dev infrastructure to maintain.

This is exactly the kind of efficiency and customisation MCP is designed to unlock — and it's what sets HubSpot apart from other CRMs that still require external tools or dedicated development work just to achieve the same result.

A Few Use Cases

This is all really impressive stuff. Being able to bring data in natively within HubSpot, without the need for code or API calls, is a real game changer for marketers or, truthfully, a user HubSpot portal. Other potential use cases for HubSpot MCP server include:

Advanced Lead Routing Based on Business Logic

Complex routing logic usually requires a combination of multiple workflows, external scripts, or logic hosted on another platform, especially when decisions depend on more than just standard properties.

With MCP, you can define rules in JavaScript directly in the workflow. You can factor in deal size, country, industry, company size, or custom fields, and then assign leads to the right team or pipeline dynamically.

Replaces:

Multi-branch workflows that become unmanageable
Webhook calls to routing engines
Custom-built decision trees hosted off-platform

Custom Object Creation and Property Mapping

If you need to create or update custom objects (like subscriptions, service tickets, or licences) based on specific inputs or relationships, and apply logic before the object is created, you'd typically need an API integration to manage that.

With MCP, your logic for object creation, property transformation, or relationship mapping can be run natively in the workflow, keeping everything inside HubSpot.

Replaces:

External services are used to manipulate object data before pushing to HubSpot
Webhooks that trigger custom CRMs or back-end databases
Manual processes for creating associated records

Conditional Third-Party Triggers

Often, you want HubSpot to interact with another platform — for example, sending data to a fulfilment system or triggering a campaign in a third-party tool — but only if certain complex conditions are met.

MCP lets you include the logic and the outbound API call in the same action. This means you don’t need to send all data via webhook and filter it elsewhere. You can decide within the workflow whether the call needs to happen.

Replaces:

Blanket webhook calls that over-send data
Filtering logic applied in external tools
Complex branching that makes workflow maintenance difficult

How to Use it Now

The best thing - this can be used now. This feature is currently only available with Operations Hub Professional or Enterprise, so for those that have this, follow below to get started:

Go to your HubSpot portal – Make sure you're using Operations Hub Professional or Enterprise (or any Hub with the Operations add-on).
Navigate to Workflows – Go to Automation > Workflows and open an existing workflow or create a new one.
Add a new action – Click the “+” icon within the workflow to add a new step.
Choose “Custom Code” – Under the “Custom” section, select the Custom Code action.
Set up input variables – Define which HubSpot properties you want to pass into the code block, such as contact email, company name, or deal size.
Write your JavaScript – Use the built-in code editor to write your logic in Node.js, including any external API calls or data processing needed. Remember, if you don’t have coding experience, ChatGPT can help you out with this.
Define output variables – Specify what values your code should return for use later in the workflow.
Test the code – Use HubSpot’s test feature to simulate a run with sample data and confirm everything works as expected.
Use the outputs in your workflow – Map the returned values to properties or use them to guide branching and automation.
Review and activate – Once tested and approved, turn on the workflow. Your code will now run securely in real time using HubSpot’s MCP server.

Following this step-by-step will help you get started with HubSpot’s MCP server quickly.

Gaining a Competitive Edge

We believe that HubSpot’s MCP server is more than just another feature release. It’s a real shift in how automation and integrations are handled within the platform.

By bringing API logic and custom code into workflows, it removes the technical bottlenecks that have traditionally held teams back. No more duct-taping together webhooks, waiting on developers, or relying on third-party tools just to get simple tasks done. For any growing B2B business or marketing team that needs agility without complexity, this is a huge step forward.

Want to know how to unlock this functionality in your own portal? Download our Pricing Guide to see how the MCP server fits into your package, and how we can support you in using it to its full potential.