Marketing Hub
Lead scoring, lifecycle stages, automated campaigns, workflows
Portfolio · Bengaluru, India
Shubham Nigam
Independent HubSpot Architect
I design, build and connect HubSpot portals your sales, marketing and service teams can run on, from the first requirements call to handover training.
HubSpot Community Champion · INBOUND Correspondent 2022 & 2025 · UNBOUND 2026 Insider
- 60+HubSpot portals worked on
- ~10 yrsin the HubSpot ecosystem
- 5 HubsMarketing, Sales, Service, Operations, CMS
- 86Community solutions authored (as of May 2025)
- ChampionHubSpot Community Champion since Aug 2022
01 · About me
From writing code to designing HubSpot systems
I started in 2016 as a web developer at CEDCOSS in Lucknow, building e-commerce stores and writing a WordPress plugin that is still listed on wordpress.org. HubSpot came into my work at MakeWebBetter, a HubSpot Platinum Solutions Partner. There I moved from engineering into marketing automation and ran CRM implementations and audits on HubSpot and Microsoft Dynamics 365.
In 2021 I went in-house as HubSpot Administrator for Health Prime, a US company, running its Marketing, Sales and Service Hubs day to day. At the same time I did HubSpot work for ATAK Interactive and for Origin 63, a HubSpot Diamond Partner. After that I moved into architecture: first as Senior Solutions Architect at Edgio, where I built a HubSpot to Oracle Fusion integration in Python, and since January 2025 as HubSpot Architect at eXp Realty.
Across about ten years and more than 60 portals, I've learned that the important work is translation: turning what a business says it needs into specs, estimates and test plans that developers and project managers can work from. Then I build it and train the people who will use it. I also taught HubSpot at Kraftshala, and I still answer questions in the HubSpot Community most weeks. I work from Bengaluru with teams anywhere.
02 · Experience
A decade inside HubSpot
- Jan 2025 – Present
eXp Realty
HubSpot Architect, Full-time
- Manage complex HubSpot projects covering implementation, integrations and custom development.
- Designed and implemented HubSpot custom events.
- Work through integration complexities between HubSpot and the systems connected to it.
- Started part-time in Oct 2023 before moving into the full-time architect role.
- Sep 2023 – Jan 2025
Edgio
HubSpot Senior Solutions Architect
- Built an integration between HubSpot and Oracle Fusion using the HubSpot APIs and Python, and developed HubSpot Private Apps in the developer portal.
- Turned stakeholder requirements into HubSpot solution designs, estimates for project managers, and test plans.
- Designed HubDB schemas; built workflows, inboxes and routing, reports and dashboards.
- Trained clients and internal teams, did code reviews, and scripted bulk property archiving through the API to fix sandbox sync errors (published on GitHub).
- Aug 2021 – Sep 2023
Health Prime
HubSpot Administrator
- Administered HubSpot Marketing, Sales and Service Hubs for a US-based company.
- Set up lead scoring and lifecycle stage automation; configured service tickets and queues.
- Looked after CRM data and API integrations, and troubleshot problems as they came up.
- Built automated campaigns and dashboards for KPI reporting.
- 2021 – 2023
Alongside
Partner & teaching roles
- Solutions Architect, ATAK Interactive (Jul 2021 – Jul 2023): HubSpot solutions work.
- HubSpot Specialist, Origin 63, a HubSpot Diamond Partner (Part-time, Jul – Nov 2021).
- HubSpot Professor (Instructor), Kraftshala (Nov 2022 – Jul 2023): taught HubSpot to learners.
- Jun 2018 – Aug 2021
MakeWebBetter / CEDCOSS Technologies
Marketing Automation Expert
- Delivered CRM implementations on HubSpot and Microsoft Dynamics 365: requirements, testing, documentation, workflows, dashboards and user training.
- Ran CRM audits.
- Led a team building the company's market presence; managed 4 marketplace listings and grew product revenue by 100%.
- Market analysis that led to 3 new partnerships; built revenue models and reported results to leadership.
- Jan 2016 – May 2018
CEDCOSS Technologies
Associate Software Engineer · Web Software Developer
- Built 16 e-commerce web stores.
- Wrote a GPL plugin listed on wordpress.org under CedCommerce.
- Star Employee of the Month, 4 times back to back (2017).
03 · Expertise
What I work on
Sales Hub
CRM implementation, lifecycle automation, sales reporting
Service Hub
Ticket pipelines and queues, inboxes, routing
Operations Hub & data
Data governance, data quality, CRM data management, custom events
CMS Hub & HubDB
HubDB schema design, WordPress background
APIs & custom development
HubSpot APIs, Private Apps, custom events, Python, PHP, Google Apps Script
Integrations
Oracle Fusion, Microsoft Dynamics 365, n8n
Reporting
Custom reports, dashboards, KPI reporting
Solution design & delivery
Requirements, solution design, estimates, test plans, documentation, code reviews, stakeholder management
Audits & enablement
CRM audits, client and team training, HubSpot teaching (Kraftshala)
AI tools
Claude Code, Cursor, MCP
04 · Featured projects
Selected HubSpot work
Nine projects: custom apps and workflow actions I've built, plus work from my roles at eXp Realty, Edgio, Health Prime and MakeWebBetter. Filter by area:
Duplicate finder & merge private app
Built for an organisation I worked with · Private app
Challenge
HubSpot's built-in duplicate management matches on a fixed set of rules and merges records one pair at a time. The organisation needed to find duplicates on its own definition of “the same record” and clean them up at scale, without losing the right data in the merge.
What I built
- A HubSpot private app with its own interface page and settings, used from inside HubSpot.
- Many duplicate-matching options, including a custom formula field where users write their own matching formula.
- Bulk actions to merge the duplicates or delete them.
- Primary-record rules for merges: users choose which record survives based on activity, on property values, and other criteria.
Tools
- Private Apps
- Custom UI / app pages
- HubSpot CRM APIs
- Merge API
Impact
The team can define its own duplicate rules, review the matches, and merge or delete them in bulk, with control over which record stays as the primary.
Lesson: Deduplication is a business decision before it is a technical one. Let users define “duplicate” and “primary” themselves.
Custom workflow actions: Remove Association, Find Record, Delete Record
HubSpot workflows · Custom actions
Challenge
Standard HubSpot workflows can create associations but can't remove them, can't look up another record mid-workflow, and can't delete records. Teams were left with manual clean-up or one-off code for each case.
What I built
- Remove Association: removes an association between records as a workflow step.
- Find Record: searches for a matching record so later steps can use it.
- Delete Record: deletes records as part of an automated process.
- Packaged as reusable custom actions that admins drop into any workflow without writing code.
Tools
- Custom workflow actions
- HubSpot CRM APIs
- Workflows
- Associations API
Impact
Admins can automate association clean-up, record look-ups and deletions inside normal workflows instead of doing them by hand.
Lesson: Build the missing action once, well, and every admin can use it in the tool they already know.
Private apps with custom interface pages
Multiple organisations · Private apps
Challenge
Some requirements hit HubSpot's limits: there was no native feature for them, and a workflow or report alone could not do the job.
What I built
- Private apps that work through the HubSpot APIs to fill gaps in standard HubSpot features.
- Custom interface pages inside HubSpot so users work in a familiar place.
- Settings pages so admins can configure behaviour without code changes.
- Everything the app needs to run: secure API access, configuration and the user-facing screens.
Tools
- Private Apps
- App pages & settings
- HubSpot APIs
- Python
Impact
Teams get features HubSpot doesn't offer, delivered as configurable apps rather than scripts only a developer can run.
Lesson: When HubSpot hits a limit, an app with a proper settings page outlives a clever script.
HubSpot ↔ Oracle Fusion integration
Edgio · Technology
Challenge
Edgio's HubSpot portal and Oracle Fusion ERP had to work as one system rather than two separate data sets. No off-the-shelf connector covered it, so the integration had to be designed and coded. Sales worked from HubSpot and finance from Oracle Fusion, so the same deals and accounts could look different depending on which system you opened.
What I built
- Gathered requirements with stakeholders and wrote the solution design, estimate and test plan.
- Built the HubSpot to Oracle Fusion integration using the HubSpot APIs and Python, mapping objects and fields between the two systems.
- Stored each Oracle Fusion ID in a unique-value HubSpot property so re-running a sync updates records instead of duplicating them.
- Developed HubSpot Private Apps in the developer portal for secure API access.
- Trained internal teams on the result and reviewed the code.
Tools
- HubSpot APIs
- Python
- Private Apps
- Oracle Fusion
Impact
Sales and finance now look at the same deal and account data. Read the full write-up on the blog.
Lesson: An ERP integration works when both teams agree on the field map and the test plan before anyone writes code.
Sandbox sync clean-up script
Edgio · Jun 2024
Challenge
A sandbox sync copied every object definition and property from production into the sandbox, which filled it with unwanted properties. Property Insights could find the junk but had no bulk delete.
What I built
- Used Property Insights (data quality) to find properties with no update dates or source values.
- Wrote a Python script that filters properties by creation date and creator user ID, then archives them in bulk through the HubSpot API.
- Added a confirmation prompt so nothing is archived by accident.
- Published the script on GitHub and submitted the missing feature as a HubSpot Idea.
Tools
- HubSpot Properties API
- Python
- Property Insights
- Sandboxes
Impact
The sandbox was cleaned up without deleting properties one by one, and other admins can reuse the approach. Script is public: hubspot-property-delete on GitHub, with a step-by-step guide on the HubSpot Community.
Lesson: When the product has a gap, script it, share it, and log it with HubSpot so the next admin doesn't have to.
Custom events & connected-system integrations
eXp Realty · Real estate
Challenge
eXp Realty runs HubSpot alongside other connected systems, so activity that matters doesn't all happen inside HubSpot. That activity needed to land in HubSpot in a form that reporting and automation could use.
What I built
- Designed and implemented HubSpot custom events.
- Worked through integration complexities between HubSpot and its connected systems.
- Managed the project end to end: implementation, integrations and custom development.
Tools
- HubSpot custom events
- HubSpot APIs
- Workflows
- Reports
Impact
Activity from outside HubSpot is recorded as structured events that reporting and automation can use.
Lesson: Decide what an event means for the business before you track it. Otherwise you collect data nobody uses.
Three-hub HubSpot administration
Health Prime · US company
Challenge
A US-based company ran marketing, sales and service in one HubSpot portal and needed one person to own it day to day. Leads needed scoring and clear lifecycle stages, service needed working queues, and leadership needed KPIs.
What I built
- Set up lead scoring and lifecycle stage automation.
- Configured service tickets and queues.
- Built automated campaigns and KPI dashboards.
- Looked after CRM data and API integrations, and troubleshot issues as they came up.
Tools
- Marketing Hub
- Sales Hub
- Service Hub
- Workflows
- HubSpot APIs
- Dashboards
Impact
One owned portal for three teams: leads scored and staged automatically, tickets moving through defined queues, and KPIs on dashboards leadership could check themselves.
Lesson: Lifecycle stages are the agreement that holds marketing, sales and service together, so define them first.
HubDB data model & conversation routing
Edgio · Technology
Challenge
Structured content and data needed a home that the website and the team could manage without code changes. Incoming conversations across several channels needed to reach the right people.
What I built
- Designed HubDB schemas to organise and manage the data.
- Set up inboxes and routing based on segmentation.
- Built and customised workflows for new requirements.
- Created reports and dashboards for the business.
Tools
- CMS Hub
- HubDB
- Conversations inbox
- Workflows
- Reports
Impact
Data the team can update without developer changes, and conversations routed to the right people by segment.
Lesson: A good HubDB schema is a data model, not a spreadsheet. Plan it the way you would plan a database.
CRM implementations & audits on HubSpot and Dynamics 365
MakeWebBetter clients · Multiple industries
Challenge
Clients of a HubSpot Platinum partner needed a CRM set up to fit how they actually sell, or an existing setup checked and fixed. Some of them were on Microsoft Dynamics 365 instead of HubSpot.
What I built
- Ran requirements, configuration, testing and documentation for CRM implementations.
- Built workflows and dashboards.
- Ran CRM audits.
- Trained users at handover.
Tools
- HubSpot Sales Hub
- Microsoft Dynamics 365
- Workflows
- Dashboards
Impact
Clients got CRMs configured around their own sales process, documented and handed over with trained users. This client work is part of the 60+ portals I have worked in.
Lesson: The habits of a good implementation are the same in any CRM: clear requirements, a test plan and real training.
No projects in this category yet.
Also on GitHub: HubSpot property-history puller, a Google Apps Script that writes past values of contact properties into Google Sheets.
05 · Recognition
Recognition
In his LinkedIn recommendation, Joey Mercado credits me with cutting implementation timelines from weeks to days.
Named HubSpot Community Champion of the Month for May 2025, with 86 accepted solutions at the time.
Selected as an INBOUND Correspondent in 2022 and 2025, and an UNBOUND 2026 Insider.
Read the full recommendations on LinkedIn.
06 · Industries
Where I've worked
- Real estateeXp Realty
- TechnologyEdgio
- Healthcare servicesHealth Prime (US)
- E-commerce16 web stores built; marketplace product listings
- HubSpot partner agenciesMakeWebBetter (Platinum), Origin 63 (Diamond), ATAK Interactive
- Education & trainingKraftshala
07 · Education & community
Learning, teaching, giving back
Education
- Master of Computer Applications (MCA)
Shri Ramswaroop Memorial University · 2014 – 2016 - Bachelor of Computer Applications (BCA)
Shri Ramswaroop Memorial College of Engineering and Management, Lucknow · 2011 – 2014 - Languages
English (professional), Hindi (native)
Community & recognition
- HubSpot Community Champion since Aug 2022; Key Advisor, HubSpot Community
- HubSpot Community Champion of the Month, May 2025: 86 solutions authored and 400+ upvotes at the time
- INBOUND Correspondent 2022 and 2025; UNBOUND 2026 Insider
- Guest, The Road to UNBOUND Office Hours (Value-First Studios), Aug 13, 2026
- Mentorloop Mentoring Champion (2025, 2026); completed Effective Mentoring in the HubSpot Ecosystem (HubSpot Developers, 2025)
- HubSpot Professor (Instructor), Kraftshala, 2022 – 2023
- Submitted a HubSpot Idea for bulk deletion of properties in Property Insights, and shared the workaround as a Community guide
- Star Employee of the Month, CEDCOSS, 4 times back to back (2017)
08 · Find me online
Find me online
- LinkedIn Career history, recommendations, posts
- HubSpot Community @SNigam: answers and solutions
- Champion of the Month HubSpot Community feature, May 2025
- INBOUND 2025 Named an INBOUND Correspondent
- GitHub HubSpot scripts and tools
- Medium Articles, incl. Service Hub onboarding
- Podcast guest The Road to UNBOUND, Value-First Studios
- WordPress.org Contributor profile
- Blog HubSpot guides on this site
Need someone to untangle or scale your HubSpot?
Tell me what you're working on. I'll tell you honestly how I'd approach it and whether I'm the right fit.