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How does integrations in HubSpot work?

3 mins read

In today's world, businesses face immense pressure to deliver exceptional user experiences, leaving no stone unturned to offer their customers a complete 360-degree experience. To achieve this feat, having access to relevant information about your clients and potential ones can make all the difference. This is where system integration comes into play, and in this article, we will explore why HubSpot is an excellent platform to integrate with.

Four reasons for integration

Nowadays, integrating systems has become increasingly popular among businesses due to the numerous advantages it offers. There are generally four main reasons why businesses choose to integrate their systems, and as technology continues to evolve, more and more are realizing the benefits.

  • To be able to collect information in order to take the correct decisions
  • To be able to share information between systems
  • To be able to format data
  • To implement the more efficient use of tools

Collecting information in order to take the correct decisions

Access to important and relevant information about your business contacts is crucial for several reasons, especially for the marketing team, the sales department and the customer support teams.

Gaining access to important and relevant information about your business contacts is paramount for creating an exceptional customer experience. Additionally, integrating systems can offer a valuable opportunity to collect information from various sources, which can lead to cross-selling and up-selling opportunities. However, businesses often store client information in a system with limited access, resulting in a closed source of information that makes it challenging for others to understand why clients have chosen them as a vendor or partner. This can also lead to missed opportunities for identifying trends in the customer base.

Sharing information between systems 

In many cases, businesses can easily take advantage of having some information in different systems. Let's say your business has closed one deal and its delivery is recorded in another system. In this case, a integration can make sure the customer's information is also being recorded in all relevant places.

Another scenario where this type of integration can be highly beneficial is when businesses invoice their clients. A single integration can ensure the order is being created in several systems thus reducing repetitive manual work as well as making the process significantly smoother.

Formatting of data

Integration can also be about data cleansing - phone numbers, organisation numbers and likewise to make the information work better in automatic processes. HubSpot recently launched a new Hub - Operations Hub, which you can read more about a bit further down in this article.

Implementing a more efficient use of tools 

Integrating systems not only streamline internal and external processes but also saves valuable time that would otherwise be spent navigating between multiple systems. Learning how to use several systems can be time-consuming and increase the risk of transferring incorrect information. By integrating systems, businesses can simplify their workflows and reduce the risk of errors, making it easier to provide exceptional user experiences.

One integration between your CRM System and your business system or your CMS system/platform, for example, will make the above processes much smoother and more efficient. 

Three ways to integrate with HubSpot

At Avidly we mainly use HubSpot and we can guarantee that it is one easy platform to integrate with your systems, especially when compared to other systems on the market. This is partly because HubSpot provides an excellent marketing automation system, partly on their easy CRM Hub which is effortless to integrate with. Regardless if you are looking for an easier integration or a more complex one, HubSpot is a great choice. 

HubSpot’s Ecosystem

One big advantage of HubSpot as a platform is its ecosystem. Over the previous few years, this has grown exponentially and is today able to integrate with over 500 systems. A few examples of popular and well-used platforms/systems which today can be integrated with HubSpot are Slack, SurveyMonkey, Eventbrite, Office 365 and Google Suite. 

HubSpot Operations Hub

HubSpot’s relatively new launch, Operations Hub, provides ready integrations with for example Zoho CRM as well as offering the opportunity through custom code to build code directly against HubSpot´s API. You are also able to choose to integrate towards a rest-API if preferable. In this way, Operation Hub makes it possible to do something easier or much more advanced, if you want to. For example, you can connect systems through Operations Hub or you can choose to write your own code in workflows - the possibilities are almost endless.

Thanks to Custom Codes you can make smart associations between a contact and a business based on organisation number, for example.

Webhooks through a push model

HubSpot provides a service for webhooks, which gives you the possibility to subscribe to changes on an object that you are interested in following. From an integration perspective, you can work with a push model which means you can get the information you need. This differs from a pull model in the sense that you need to ask your systems about those changes. 

How Avidly works with integrations 

At Avidly we work daily with businesses who want help to integrate systems for many different reasons. We work with adjusted integrations and also with more standardised ones, such as integrating HubSpot with a regular cloud system. Before starting an integration project we have a digital meeting with the customer to discuss current API´s and expectations of the integration. In this meeting, we also talk about the customer's goals of the integration, such as wanting the system to automatically send a note to another system when a deal is created. 

Following this, Avidly creates a Proof of Concept (poc) which is presented to the customer. The poc shows our findings, which solution we think is the best one and how we think it should be built. The purpose of a Proof of Concept is to ensure the integration suits the reality before we start building it. As soon as the poc is approved by the customer, Avidly begins the building of the integration. 

Want to know more about how we work with integrations and found out how we can help you? Get in touch!  

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