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Variables are placeholders that fill in automatically — so you can build one template and have every room feel personally written. The result is that a template built for one prospect feels just as personal when sent to the next one, without any manual editing.

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What are variables?

A variable is a piece of text like {{target_company_name}} that Flowla replaces with real information when a room is created or viewed. For example:
  • {{room_creator_first_name}} becomes the first name of the person who created the room
  • {{target_company_name}} becomes the prospect’s company name
Instead of manually editing names, titles, and links every time, you insert variables once and Flowla fills them in based on the room creator, the target company, or your CRM.

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Where variables pull data from

  1. Your Flowla profile — name, job title, phone number, calendar link, and more. Go to Settings → Profile to fill out your information.
  2. CRM integrations — when connected, Flowla pulls company, contact, and deal data from HubSpot, Salesforce, or Attio.
  3. Manual inputs during room creation — you can fill in variables at the point of creating a room.

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Types of variables

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Pre-built variables

Flowla includes a set of pre-built variables covering the room creator, the target company, and room context. How to add a variable:
  1. Hit / in any text block, or click the variable icon in the toolbar
  2. Select Variables from the menu
  3. Choose the one you need — variables are grouped by category. Mapped CRM fields (from HubSpot, Salesforce, or Attio) appear under their own category (e.g. HubSpot variables)
To map a HubSpot deal, contact, or company property as a variable, go to Integrations → CRM settings → HubSpot → Settings → Sync from HubSpot. See Mapping HubSpot properties to variables for the full steps.
Target company & contact variables Automatically populated when you assign a company or when Flowla identifies the primary contact.
  • {{primary_contact_first_name}}
  • {{primary_contact_full_name}}
  • {{target_company_name}}
  • {{target_company_logo}}
If your CRM integration is active, these values are pulled from the associated deal or company record. If you’re not integrated, the {{primary_contact}} variable can be:
  • Assigned manually inside the room, or
  • Set automatically as the first person you share the room with
Room context variables These relate to the person who created the room and the room itself. They’re essential for reusable templates across your team.
  • {{room_link}}
  • {{room_creator_meeting_link}}
  • {{room_creator_linkedin_url}}
  • {{room_creator_avatar}}
  • {{room_creator_phone_number}}
  • {{room_thumbnail}}
Organisation variables Auto-filled based on the Flowla profile of the person creating the room.
  • {{room_creator_title}}
  • {{organization_name}}
  • {{org_logo}}
These are especially powerful for shared templates — each creator’s details populate automatically without any manual editing.

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Custom variables

You can create your own variables for anything not covered by the pre-built set. These are ideal when you have deal-specific details — like a pricing tier, a project name, or a go-live date — that you want to reference consistently throughout the room. In the variable menu, select Create a custom variable and give it a name. Custom variables appear in the final step of the room creation wizard, prompting whoever creates the room to fill them in.

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Autopilot variables

Autopilot variables are a special type that get automatically populated by Flowla’s AI — based on your room’s context, CRM data, and activity. No manual input required.
Autopilot variables are especially powerful in onboarding templates — they keep rooms up to date automatically as the customer progresses through each phase.

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How variables appear when editing

  • Blue — the variable has been filled in
  • Orange — the variable is empty or missing. Fill it in before sharing.
  • Gradient blue — an Autopilot or custom variable
In preview mode (presentation view), variables display as regular text with no highlight.