Route HubSpot leads by territory and company size using Zapier

Prerequisites

Step 1: Set up the HubSpot trigger

Create a new Zap. Choose HubSpot as the trigger:

• Trigger event: New Contact
• Additional Properties to Retrieve: firstname, lastname, email, jobtitle, company, state, country, numberofemployees, hubspot_owner_id, associatedcompanyid

Step 2: Look up the associated company (optional)

If company data isn't on the contact record, add a HubSpot action:

• Action event: Get Company
• Company ID: {{associatedcompanyid}}
• Additional Properties: numberofemployees, state, country, hubspot_owner_id

Step 3: Check for existing account owner

Add a Paths step with two paths:

Path A: Existing account owner

• Condition: Company hubspot_owner_id → Exists
• Route to Step 5 (assign contact to existing owner)

Path B: No existing owner

• Condition: Company hubspot_owner_id → Does not exist
• Continue to territory routing logic

Step 4: Route by territory and size with Code by Zapier

On Path B, add a Code by Zapier step:

• Language: JavaScript
• Input Data:
  • state -> {{state}} (from company or contact)
  • country -> {{country}}
  • employees -> {{numberofemployees}}

const state = (inputData.state || '').toUpperCase();
const employees = parseInt(inputData.employees || '0');
 
// Territory mapping
const territories = {
  'NY': { ownerId: '111111', slackId: 'U01AAAA', rep: 'Alice' },
  'MA': { ownerId: '111111', slackId: 'U01AAAA', rep: 'Alice' },
  'CT': { ownerId: '111111', slackId: 'U01AAAA', rep: 'Alice' },
  'CA': { ownerId: '222222', slackId: 'U02BBBB', rep: 'Bob' },
  'WA': { ownerId: '222222', slackId: 'U02BBBB', rep: 'Bob' },
  'FL': { ownerId: '333333', slackId: 'U03CCCC', rep: 'Carol' },
  'GA': { ownerId: '333333', slackId: 'U03CCCC', rep: 'Carol' },
  'TX': { ownerId: '333333', slackId: 'U03CCCC', rep: 'Carol' },
};
 
// Enterprise override
const ENTERPRISE_THRESHOLD = 1000;
const enterpriseRep = { ownerId: '444444', slackId: 'U04DDDD', rep: 'Dave (Enterprise)' };
const defaultRep = { ownerId: '555555', slackId: 'U05EEEE', rep: 'Eve (Catch-all)' };
 
let assigned;
let reason;
 
if (employees >= ENTERPRISE_THRESHOLD) {
  assigned = enterpriseRep;
  reason = `Enterprise (${employees} employees)`;
} else if (territories[state]) {
  assigned = territories[state];
  reason = `Territory: ${state}`;
} else {
  assigned = defaultRep;
  reason = `Fallback (state: ${state || 'unknown'})`;
}
 
output = [{
  ownerId: assigned.ownerId,
  slackId: assigned.slackId,
  repName: assigned.rep,
  reason: reason,
}];

Step 5: Update the contact owner in HubSpot

Add a HubSpot action:

• Action event: Update Contact
• Contact: Use the contact ID from the trigger step
• Contact Owner: {{ownerId}} (from Path A: company's existing owner, from Path B: Code step output)

Step 6: Send a Slack DM

Add a Slack action:

• Action event: Send Direct Message
• User: {{slackId}}
• Message Text:

🆕 *New Lead Routed to You*
*{{firstname}} {{lastname}}* at {{company}} ({{numberofemployees}} employees)
📍 {{state}}
Routing: {{reason}}
<https://app.hubspot.com/contacts/YOUR_PORTAL_ID/contact/{{hs_object_id}}|View in HubSpot>

Step 7: Test and publish

1. Test each path with contacts from different territories
2. Test with an enterprise-size company to verify the size override
3. Test with a contact whose company already has an owner
4. Turn the Zap On

Limitations

• Paths require the Professional plan or higher.
• Code by Zapier requires the Professional plan.
• Polling delay: 1-15 minutes depending on plan.
• Complex Zap: This is a 6-8 step Zap, which uses more tasks per execution.

Cost

• Professional plan: $29.99/mo minimum. Each new lead = 6-8 tasks.
• Team plan: $69.99/mo if you need higher task volume or faster polling.