Who this comparison is for
PeopleGraph highlights
- Rule-based segments usable across apps via events
- Two-way sync with Google/Microsoft address books
HubSpot CRM highlights
- Marketing automation and sequences
- Native email engagement data
Capability matrix
| Capability | PeopleGraph | HubSpot CRM | Notes |
|---|---|---|---|
| Custom fields (people & companies) | Full | Full | — |
| Segments registry (rules, reuse) | Full | Partial | Lists for GTM vs cross-app registry |
| Dedupe & merge operations | Full | Partial | Nightly suggestions + merge UI |
| Event subscriptions for workflows | Full | Partial | Contacts.* events vs workflow triggers |
| DeskSearch global provider | Full | None | Workspace-wide quick-jump |
| Imports pipeline with mapping & logs | Full | Full | PeopleGraph shows per-row logs/peek |
| Bridge API (HMAC signed external pulls) | Full | Partial | Public endpoints vs API keys |
- Scope limited to identity-directory needs, not GTM campaign features.
Total cost of ownership
Keep HubSpot focused on GTM while PeopleGraph reduces duplication across internal tools; fewer ad hoc sync scripts, less drift, faster ops.
Assumptions
- Shared identity across 5–8 internal apps
Migration plan
From HubSpot (as identity store) · Export CSV → import → dedupe → segment → connect Google/Microsoft
-
1
Export contacts/companies; map fields to PeopleGraph
-
2
Run dedupe; merge collisions; attach labels/meta-labels
-
3
Enable events for downstream automations
Security
- GDPR-ready deletion/export workflows
- KMS-managed keys with rotation
Evidence & sources
| Claim | Value | Source |
|---|---|---|
| Segments & labels | Reusable across apps | product_docs |
About PeopleGraph
PeopleGraph gives teams a single workspace to create, link, and manage people and companies. Build rich profiles with emails, phones, addresses, websites, and custom fields. Attach labels and define smart segments that drive marketing, support, and permissions in other apps.
Two-way connectors keep sources like Google Contacts and Microsoft 365 aligned. Dedupe suggestions and a merge workflow maintain clean data with provenance. Every change emits events for downstream automation.
Search is first-class: quick find in-app and registration with the platform-wide index so you can jump to any profile from anywhere.