AE

Apex Emerald AI × LiveCosts

Option B — Direct HubSpot Integration

📋 Workflow & Setup

📊 Live Dashboard

System architecture — how Option B is wired

LiveCosts owns

HubSpot CRM

Stays as system of record. Contacts, deals, history. Nothing changes for Marc or Ciaran's team. They work in HubSpot as normal.

→

Apex Emerald builds

Webhook Listener

HubSpot Private App on their account. Fires a payload to our Cloudflare Worker on any contact event: new contact, deal stage change, property update.

→

Apex Emerald builds

Cloudflare Worker

Receives and routes payloads. Classifies contact (new inbound vs. old lead vs. reactivation candidate). Triggers the right agent workflow.

→

Apex Emerald builds

GHL + Vapi/Retell

GoHighLevel runs the sequences. Vapi/Retell runs the voice. Outcomes (booked, callback, DNC) written back to HubSpot via REST API automatically.

→

LiveCosts sees

HubSpot (updated)

Every call outcome, deal stage update, and booked demo appears in HubSpot in real time. Ciaran's team never leaves their CRM. Plus this dashboard.

💡 The key point for Marc Nixon: LiveCosts never gives us access to run anything in their HubSpot. We create a Private App — a read/write connection they authorise once, control, and can revoke at any time. We get notified when things happen; we never touch their live data directly.

Step-by-step build — who does what and when

HS

LiveCosts creates a HubSpot Private App

→ Marc Nixon does this (15 min, no code)

In HubSpot: Settings → Integrations → Private Apps → Create. Name it "Apex Emerald Reactivation." Grant scopes: crm.objects.contacts.read, crm.objects.contacts.write, crm.objects.deals.write. Copy the Access Token and share it with Apex Emerald. That's it from Marc's side.

// Scopes Marc grants — minimum required
crm.objects.contacts.read    // read contact data
crm.objects.contacts.write   // write outcomes back
crm.objects.deals.write      // update deal stage on booking

AE

Apex Emerald registers webhook subscriptions

→ Apex Emerald does this (same day)

Using the Private App, we subscribe to two event types via the HubSpot Webhooks API. These are the only two triggers we need for the database reactivation use case — and both are available on any HubSpot tier, free to enterprise.

// Event subscription 1 — segment pull trigger
object: contact
event: contact.propertyChange
property: hs_lead_status  // fires when status tagged

// Event subscription 2 — new inbound (future use)
object: contact
event: contact.creation  // fires on every new form sub

targetUrl: https://apex-emerald.workers.dev/hs-webhook

AE

Cloudflare Worker receives and classifies events

→ Apex Emerald builds this (2–3 days)

Every time HubSpot fires an event, our Worker receives the JSON payload, verifies the HubSpot signature (security), then classifies the contact into one of three buckets and routes accordingly. This is the brain of the system.

// Worker routing logic (simplified)
if (contact.createDate > 90_days_ago) {
  → route to INBOUND speed-to-lead agent
} else if (contact.lastContacted === null) {
  → route to REACTIVATION sequence
} else if (contact.dealStage === 'lost_timing') {
  → route to PRIORITY reactivation
} else {
  → log and skip (already worked)
}

GHL

Contact created in GHL + sequence triggered

→ Fully automated

Worker creates or updates the contact in GoHighLevel via GHL API. The correct campaign fires immediately based on the classification above. For reactivation contacts: voice call attempt within the next calling window (Mon–Fri 9am–6pm local time). For new inbound: call within 60 seconds.

// GHL contact payload
{
  firstName: contact.firstname,
  phone: contact.phone,
  email: contact.email,
  tags: ['livecosts-reactivation', contact.trade_type],
  source: 'hubspot-webhook',
  customField: { hs_contact_id: contact.id }
}

📞

Voice agent runs the call

→ Fully automated · Vapi or Retell

AI voice agent places the call. Opens with EU AI Act disclosure. Runs the qualification + booking script. Three possible outcomes handled live on the call: demo booked (calendar API), callback scheduled, or not interested (DNC flagged). No human involved at any stage.

HS

Outcomes written back to HubSpot automatically

→ Apex Emerald's worker handles this

Immediately after every call, our system patches the contact in HubSpot via the REST API. No manual logging. No CSV imports. Ciaran and Marc see everything in their CRM in real time — exactly where they're used to looking.

// PATCH to HubSpot after call — example: demo booked
PATCH /crm/v3/objects/contacts/{hs_contact_id}
{
  hs_lead_status: "IN_PROGRESS",
  lifecyclestage: "opportunity",
  notes_last_contacted: "2026-06-14",
  custom.reactivation_outcome: "demo_booked",
  custom.demo_date: "2026-06-17T10:00:00Z",
  custom.demo_with: "Ciaran Brennan"
}

📅

Demo appears in Ciaran's calendar automatically

→ Fully automated · Cal.com or HubSpot Meetings API

When the agent books a demo, it writes to Ciaran's calendar directly via Cal.com API (or HubSpot Meetings if they use that). Ciaran gets a standard calendar invite. The contact gets a confirmation by email. No admin required. The deal in HubSpot is moved to "Demo Booked" stage simultaneously.

What LiveCosts does vs what Apex Emerald does

LiveCosts team (Marc Nixon) — one-time setup

1.Create HubSpot Private App and share the Access Token with Apex (15 min)

2.Confirm which HubSpot contact properties to use for segmentation (e.g. lost_reason, lead_source, create_date) — quick call with Apex, 30 min

3.Add a HubSpot contact list filter that tags old unconverted leads as "Reactivation Candidate" — triggers the campaign automatically

4.Share Ciaran's demo calendar link so agent can book directly

Total time required from LiveCosts team: ~1 hour, one-time

Apex Emerald — we handle everything else

✓Build and deploy the HubSpot Private App webhook listener

✓Build the Cloudflare Worker routing and classification logic

✓Build and train the construction-fluent voice agent script

✓Build GHL sequences (voice → WhatsApp → email) per segment

✓Build HubSpot outcome write-back (PATCH on call completion)

✓Build and host this live dashboard

✓Monitor, maintain, and optimise the agent monthly

Build time: 10–14 days to first segment live · Full system live in 3 weeks

Option A (CSV) vs Option B (API) — when to use each

📄

Option A — CSV Pilot

Recommended to start

✓ No API access needed from LiveCosts

✓ Running in days not weeks

✓ Low commitment — test before full build

✓ Apex controls everything — clean proof of concept

✗ Manual import/export — not automated

✗ Outcomes don't auto-write to HubSpot

✗ Can't react to live events (new leads, deal changes)

⚡

Option B — Live API Integration

The full product

✓ Fully automated — zero manual steps once live

✓ HubSpot stays the source of truth

✓ Outcomes write back to HubSpot in real time

✓ Scales to full database without re-importing

✓ Can handle new inbound AND reactivation simultaneously

~ Requires Marc to create Private App (1 hour)

~ 2–3 week build time

💡 Recommended pitch: Start with Option A (CSV pilot, 350 contacts, prove the concept in 30 days). If results are good — and they will be — propose Option B as the natural next step. You earn the API access by proving ROI first. No one feels pressure, and you have data to justify the full build.

Database Reactivation

4,280 dormant contacts · HubSpot live sync · Running 47 days

Live — auto-updating

HubSpot connected

In Scope

4,280

Pulled from HubSpot

3,041 contacted so far

Calls Made

3,187

Across all segments

↑ 94 today

Connected

1,182

37.1% connect rate

↑ above benchmark

Demos Booked

183

4.3% of total in scope

↑ 6 today

Est. Pipeline Added

€54k

30% trial conversion assumed

From dormant leads

Demos Booked — Weekly

47 days running · Option B auto-scales as HubSpot tags contacts

11

W1

18

W2

24

W3

31

W4

29

W5

28

W6

42

W7↑

By Segment

HubSpot lost_reason tagging

Timing / Not ready

89

48%

No response

52

28%

Price / Budget

27

15%

Unknown / Untagged

15

8%

HubSpot Sync

Live write-backs today

Deal stage updates 94

Contact notes added 94

Demos auto-booked 6

DNC tags applied 12

Webhook errors 0

Last sync: 4 seconds ago ✓

Active Segments — pulled from HubSpot

Auto-updated as contacts are tagged in HubSpot

🎯 Priority — Timing segment

Lost reason: "not ready" · Created 2021–2022 · Xero/QBO

1,240

89 demos ✓

📬 No response segment

Submitted form · never replied · phone present

1,890

52 demos ✓

💰 Budget segment

Lost reason: "too expensive" · Retargeted with new pricing

680

27 demos ✓

+ Untagged contacts

Awaiting HubSpot classification from Marc's team

470

pending

Live Event Feed

Real-time webhook events

📅

Liam Connors · Plumbing, Mayo

Demo booked Thu 11am · HubSpot deal updated ✓

2 min ago · via webhook

📞

Sarah Burke · General, Clare

Callback Fri — noted in HubSpot contact

9 min ago · via webhook

📅

Ronan Daly · Electrical, Cork

Demo booked Wed 2pm · deal stage: Demo Booked

17 min ago · via webhook

📵

Karen Healy · HVAC, Kildare

No answer × 3 · WhatsApp sent · email queued

24 min ago

🔔

HubSpot → new contact tagged

"Reactivation Candidate" tag applied by Marc — 14 new contacts added to queue

31 min ago · webhook trigger

Recent Contacts — HubSpot Synced

All outcomes written back to HubSpot automatically

Booked (183) Callback (341) DNC (198)

Contact	Trade	Segment	Accounting	Outcome	HubSpot updated
Liam Connors Mayo, IE	Plumbing	Timing	Xero	Demo Thu 11am	2 min ago
Ronan Daly Cork, IE	Electrical	Timing	Xero	Demo Wed 2pm	17 min ago
Sarah Burke Clare, IE	General	No response	QuickBooks	Callback Fri	9 min ago
Karen Healy Kildare, IE	HVAC	No response	Xero	No Answer × 3	24 min ago
Mark O'Sullivan Kerry, IE	Civil	Budget	Sage	Demo Mon 9am	1hr ago
Aoife Byrne Wicklow, IE	Fit-out	Untagged	Xero	In sequence	2hr ago