In this guide, we walk through the “Create New HubSpot Object” automation rule from the HubSpot for Jira app, showing you exactly how to automatically generate a fresh HubSpot Contact, Company, Deal, or Ticket every time a specific Jira event fires. By following this step-by-step setup, you can eliminate manual copy-paste between your support, sales, and engineering teams and ensure your CRM stays perfectly in sync with your project tracker.
This is Episode 1 of our HubSpot for Jira automation rules series, where we break down each of the seven available automation rules end-to-end so you can start leveraging them immediately.
In our video, we cover what this rule does, walk through a real-world use case, and demonstrate the complete two-part setup in under four minutes:
What Does the Create New HubSpot Object Rule Do?
In plain English, when something happens in Jira, this rule automatically creates a brand new object inside HubSpot. That “something” in Jira could be a new work item being created, a status change, a label being added, or really any trigger that Jira’s automation engine supports. The new object in HubSpot can be a contact, a company, a deal, or a ticket – you choose which type gets created.
The critical keyword here is “create new.” This rule always creates a fresh object in HubSpot. It does not update an existing record, and it does not look for matches first. Every time the automation fires, a completely new HubSpot record is generated. Understanding this distinction is essential because if you need to find and update existing records instead, you would use a different rule in the series, such as “Find HubSpot Object and Link.”
Real-World Use Case: Support Escalation Auto-Synced
Imagine your support team creates a Jira ticket for a customer escalation. Without automation, someone on the team would need to manually open HubSpot, create a matching ticket there, and copy over all the relevant details – the customer’s name, email, description of the issue, priority level, and more. This is tedious, error-prone, and slow.
With the Create New HubSpot Object rule in place, a matching ticket is created automatically in HubSpot the moment the Jira ticket is created. Your customer-facing team sees it instantly without anyone copying information across tools. This means faster response times, better visibility for sales and account management teams, and zero risk of escalations falling through the cracks because someone forgot to update the CRM.
Two-Part Setup Process
Setting up this automation involves two distinct parts: first, configuring the rule inside the HubSpot for Jira app, and second, creating the automation flow inside Jira’s global automation engine. Both parts are required for the rule to function properly.
Part 1: Setup Inside the HubSpot for Jira App
Start by heading to the HubSpot for Jira configuration and opening the automation screen. From there, follow these steps:
- Create a new automation rule by clicking the appropriate button on the automation screen.
- Give your rule a descriptive name. Something like “Create HubSpot Contact from New Support Work Item” works well. Make this name memorable because you will need to find and select it again in Part 2.
- Select the direction – in this case, choose that this is a Jira-to-HubSpot automation.
- Select the action – choose “Create New HubSpot Object.”
- Select the Jira space the rule should apply to. This scopes the automation to the relevant project or space in your Jira instance.
- Choose the HubSpot object type you want to create: Contact, Company, Deal, or Ticket.
- Set up your field mappings. This is where you decide which Jira fields populate which HubSpot properties. For example, the Jira reporter’s email might map to the contact’s email field. You can map as many fields as needed to ensure the HubSpot record contains all the relevant information from Jira.
- Save the rule once all mappings are configured.
The field mapping step is arguably the most important part of this configuration. Thoughtful mappings ensure that the HubSpot records created by the automation contain all the context your customer-facing teams need without requiring them to jump back into Jira.
Part 2: Setup in Jira Global Automation
Now jump over to Jira global automation and create a new automation flow. Here is how to complete the setup:
- Pick your trigger. This is the Jira event that will kick off the automation. For example, you might choose “Work Item Created” if you want the HubSpot object created every time a new Jira issue appears, or “Status Change” if you only want it to fire when an issue moves to a specific status like “Escalated.”
- Add an action and from the list of available actions, find “HubSpot CRM for Jira.”
- From the HubSpot CRM for Jira actions, choose “Create New HubSpot Object.”
- Select the specific rule you just built in Part 1 by the name you gave it earlier. This is why a descriptive, memorable name is so important.
- Save and enable your automation.
And that’s it – you’re done. When the Jira trigger fires, the automation engine calls the rule you configured in the HubSpot for Jira app, and a fresh HubSpot record appears with all the mapped fields populated.
Important Note About the Current vs. Upcoming Experience
The setup process demonstrated in our video showcases the upcoming HubSpot for Jira Automations experience, which allows you to configure your saved automation rules directly in Jira Global Automations without using web request URLs. The automation logic, use cases, and overall setup process remain largely the same as in the current version of the app.
The primary difference is that the new experience simplifies configuration by eliminating the need to create and manage web request URLs. If you are using the current version of the app, some of the steps shown may look different and require web request URLs to achieve the same outcome. For guidance on setting up automations in the current version, please refer to the official documentation.
Getting Started with HubSpot for Jira
HubSpot for Jira is available on the Atlassian Marketplace and is built by re:solution – a Gold Atlassian Marketplace Partner trusted by 25,000+ teams worldwide. The app keeps your CRM and your engineering tracker perfectly in sync: link issues to HubSpot records, push data both ways, automate object creation, and give every team the context they need without leaving their tool.
This Create New HubSpot Object rule is just one of seven automation rules available in the app. The full series covers:
- Create New HubSpot Object (covered in this article)
- Find HubSpot Object and Link
- Link or Create and Link
- Find HubSpot Object and Unlink
- Unlink All HubSpot Objects
- Notify Linked HubSpot Objects
- Create New Work Item (HubSpot → Jira direction)
Each rule serves a distinct purpose in bridging the gap between your CRM and project management workflows. By combining multiple rules, you can build sophisticated automations that handle everything from initial record creation to ongoing synchronization and cleanup. If you need support getting started, you can reach the team at support@resolution.de.
