Your team’s already using HubSpot to manage contacts, companies, and deals.  

But when someone asks a simple question like “Where are our customers actually located?” or “Which regions are our best leads coming from?”, things get messy. 

You end up exporting lists. You pull data into spreadsheets. Maybe you try to visualise it somewhere else. 

You’re doing all of this… Even though the data is already sitting inside your CRM. 

And that’s exactly the problem the HubSpot Maps feature is designed to solve. 

After getting access to the private beta of HubSpot Maps, our HubSpot specialist Semih had the chance to test how it actually works inside the platform: not just what the feature promises, but what it genuinely lets you do.  

And like many new HubSpot features, it’s useful… but it’s important to understand what it is and how you can use it. 

In this article, you’ll learn what the HubSpot map feature is and how it works so you can quickly decide whether it’s something your marketing, sales, or leadership team should actually care about.

What is the HubSpot Maps Feature? 

Quick Answer: HubSpot Maps is a CRM feature that lets you visualise contacts, companies, and other records on a geographic map inside HubSpot. It uses location data stored in your CRM to display records on a map and allows you to filter them using existing HubSpot properties. 

At its simplest, HubSpot Maps visualises your CRM records on a map within your HubSpot portal.  

Instead of viewing contacts or companies as rows in a list, the feature lets you see those same records plotted on a map using the address or location data stored in the CRM. 

This idea has existed in the HubSpot ecosystem for years through third-party integrations. But the difference here is that HubSpot Maps aims to bring a basic version of that capability directly into the CRM interface, rather than requiring an external tool. 

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What HubSpot Maps Doesn’t Do 

Tools like Mapsly and Map My Customers have long offered advanced mapping features inside the HubSpot ecosystem. This includes features like:  

• Route optimisation 
• Territory assignment 
• Field sales planning 

HubSpot Maps isn’t trying to replace those.  

Instead, it’s built for one narrower goal: giving your team a quick visual picture of where your contacts and customers are. 

If that’s all you need, it’s genuinely useful. But if you need territory management or route planning, a dedicated mapping tool might still be the better fit. 

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The real value of HubSpot Maps is that it can help your teams turn location data already sitting in your CRM into something they can understand at a glance. 

How the HubSpot Maps Feature Works 

HubSpot Maps isn’t a separate tool. It’s a visual layer sitting on top of the CRM records you already manage in HubSpot. 

Think of it as a map view for your CRM index pages: the same contacts, companies, and deals you’d normally see in a table are now plotted on a map instead. 

Here’s a quick rundown of everything you need to know about how HubSpot’s new feature works: 

HubSpot Maps Pulls Data From Your Existing CRM Records 

HubSpot Maps uses the location data already stored on your records such as city, postcode, state, and country to place pins on the map. It can pull from:  

• Contacts: leads, subscribers, or customers in your CRM 
• Companies: the organisations linked to those contacts. 
• Other objects, like deals: provided location data is stored on those records. 

No new data entry needed. If the address fields are filled in, the pin appears. 

HubSpot’s documentation also highlights how CRM records can automatically include or be enriched with company and location data. And this is the functionality that makes map visualisation possible, in the first place. 

But it’s crucial to remember that a HubSpot Map is only as good as the location data inside your CRM. If addresses or regions are missing or inconsistent, the map will reflect that. 

HubSpot Maps Can Be Filtered Using CRM Properties 

The map doesn’t show every record at once by default. Like any CRM view in HubSpot, filters control what appears. 

You can narrow down the map using properties like: 

• Last activity date: see which contacts your team has touched recently 
• Lifecycle stage: spot where leads, opportunities, and customers are concentrated 
• Owner or lead status: review territory spread across your sales reps 
• Custom properties: industry, region, customer segment, and more 

This turns the map from a pretty visual into something your team can actually act on. 

For example, instead of seeing every customer globally, your team might choose to see only companies that have had activity in the last 30 days or only deals currently in the pipeline. 

HubSpot Maps Lets You Interact With Records Directly On It 

HubSpot Maps goes beyond being a static dashboard by behaving like a working CRM interface. 

Click any pin and you can: 

• View key details about the record 
• Open the full CRM record 
• Jump straight into the contact, company, or deal page 

This is what makes the map genuinely useful for day-to-day operations.  

A sales manager spotting a cluster of prospects in one city, for instance, can click straight into those records, check recent activity, and assign follow-up tasks without leaving the map. 

A quick overview of the HubSpot Maps tool, courtesy of our HubSpot Specialist, Semih. 

If you want to make the most out of your HubSpot portal without spending too much to get more out of it, HubSpot Maps can help improve your experience. 

Instead of scrolling through lists of companies or contacts, HubSpot’s new feature team can visually understand where activity, opportunities, or customers are concentrated. 

And this can make it easier to identify effective and profitable patterns that you can use to take your strategies a step further. 

Also, if you’re looking for more ways to maximise your portal, here’s a guide on how to optimise your HubSpot setup without spending more dollars.  

3 Things You Can Do With HubSpot Maps 

So now you know what HubSpot Maps is and how it works under the hood.  

The next question is: what can you actually do with it? 

Here’s a breakdown of the three main things the feature lets you do inside your HubSpot portal: 

1. See Where Your Contacts and Customers Actually Are 

Instead of scrolling through rows in a table, you can see your records plotted on a map and spot patterns instantly: 

• A heavy concentration of customers in a particular region 
• A territory where your sales team has very little coverage 
• A geographic cluster of recent leads from a campaign 
• Regions where your existing customers are concentrated 

Instead of asking someone to export records and analyse them elsewhere, your team can recognise geographic patterns directly inside HubSpot. 

This type of visibility can be especially helpful for leadership teams reviewing market coverage, marketing teams analysing regional campaign performance, or sales managers assessing territory distribution. 

2. Filter the Map Using Existing HubSpot Properties 

Given that HubSpot Maps sits on top of your CRM index pages, all your existing filters apply. 

You can narrow the map down to show: 

• Companies assigned to a specific sales rep 
• Customers with a recent activity date 
• Deals currently in a specific stage 
• Contacts generated by a particular marketing campaign 
• Accounts located within a particular country or region 

This ability to combine CRM filtering with geographic visualisation makes the HubSpot Maps feature far more practical than a simple map of all contacts. 

The more useful your CRM filters already are, the more valuable the map becomes. 

3. Click Into Records Directly From the Map 

Every pin on HubSpot Maps is a live CRM record, and this can create a much more practical workflow. 

Let’s say that one of your sales reps is reviewing the map and looking at several customer pins within the same city. 

Instead of writing those companies down and searching for them later, they can immediately open the associated records and review information such as: 

• Recent activity 
• Deal history 
• Assigned owner 
• Contact details 
• Notes or logged interactions 

This way, the insight and action happen in the same place. 

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The real strength of HubSpot Maps isn’t that it introduces complex mapping technology.  

Its strength is much simpler than that: it gives teams a geographic perspective on the CRM data they already rely on every day.  

And this new feature can help your teams see distribution, activity, and opportunity in a way that lists and reports often cannot.

How to Access HubSpot Maps 

If the HubSpot Maps feature is available in your portal, you can typically access it from the CRM record views inside HubSpot.  

Generally, the process looks like this: 

Step #1: Open Your CRM Records 

To access the HubSpot Maps feature, you’ll need to first navigate to the records you want to view geographically. Currently, two options support this new update: 

1. Contacts 
2. Companies 

In short, go to: CRM → Contacts or CRM → Companies 

Step #2: Switch to the Map View 

If the HubSpot map view is enabled in your portal, you should see an option to switch from the standard table view to a map visualisation. 

This allows you to see records plotted on a geographic map based on the location data stored in those records. 

Step #3: Apply Filters to Refine the Map 

Just like with normal CRM views, you can apply filters to narrow down what appears on the HubSpot Maps. 

For example, you might filter by: 

• Create date 
• Lead status 
• Last activity date 
• Contact owner 
• Order information 

This lets you visualise specific segments of your CRM data geographically. 

Step #4: Click Map Pins to Open Records 

Each location on the HubSpot map represents a CRM record. Clicking a pin allows you to preview or open the associated contact or company record directly from the map. 

Important: Your CRM Data MUST Include Location Information 

For records to appear on the HubSpot map, they must contain usable location data, such as: 

• Company address 
• City 
• State or region 
• Country 

If those fields are missing or incomplete, the records may not appear correctly on the map. 

What if You Don’t See the HubSpot Maps Feature? 

If you can’t find the HubSpot map view, it may be because: 

• Your portal doesn’t have access to the feature yet 
• The feature is still in beta for your account 
• Your HubSpot subscription tier does not include it 

If that happens, you can check HubSpot’s Product Updates or Beta features section in your account settings to see whether the HubSpot Maps feature is available to enable. 

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FAQ: HubSpot Maps 

Is HubSpot Maps Worth Paying Attention To?

HubSpot Maps isn’t trying to replace specialist mapping software, and that’s okay. 

Its real value lies in helping your team turn location data inside HubSpot into something actionable, whether that’s:  

• Spotting regional clusters of customers 
• Reviewing market coverage 
• Identifying opportunities your team may be missing 

When your CRM data becomes easier to see and interpret, your team is far more likely to actually use it… And CRM adoption is still one of the biggest challenges sales and marketing teams face today. 

So if HubSpot Maps becomes available in your portal, it’s worth exploring because it’s a practical upgrade to how you interact with your CRM data. 

If you want to get the most out of it, the next step is simple: take a closer look at the quality of your CRM data.  

The better your location and company data are inside HubSpot, the more valuable a feature like this becomes. 

And if you’re trying to figure out how to turn HubSpot into a true revenue engine, that’s a problem we can help you solve. 

Get in touch with us today to schedule a free HubSpot portal audit and consultation with one of our growth experts to learn more about how you can maximise features like HubSpot Maps to generate leads and close sales. 

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