Build a Slack-based CRM assistant with HubSpot and Google Gemini

How it works This workflow creates a Slack-based CRM assistant that allows users to query HubSpot data using natural language. When a user mentions the bot in Slack, the message is cleaned and processed to remove Slack-specific formatting. The workflow then retrieves and filters relevant data from HubSpot (deals, companies, and contacts). Finally, an AI agent formats the response and sends a structured reply back to Slack.

Step-by-step

- Trigger on Slack mention - Slack Trigger – Listens for app mentions in Slack channels. - Code in JavaScript – Cleans the message by removing Slack IDs and formatting.

- Fetch and filter CRM data - Get Deals – Retrieves deals from HubSpot. - Filter Deals – Filters deals based on the user query. - Get many companies – Fetches company records from HubSpot. - Filter Companies – Matches companies against the query. - Get Contacts – Retrieves contact data from HubSpot. - Filter Contacts – Filters contacts using name-based matching. - Merge – Combines filtered deals, companies, and contacts into one dataset.

- Generate and send AI response - AI Agent – Uses AI to format and structure the CRM data into a readable response. - Google Gemini Chat Model – Provides the language model for the AI agent. - Send a message – Sends the final response back to the Slack channel.

Why use this?

- Enables instant CRM access directly from Slack without logging into HubSpot - Simplifies data lookup using natural language queries - Combines multiple CRM objects into a single intelligent response - Improves team productivity with faster decision-making - Easily customizable for additional fields, filters, or AI formatting