How to integrate HubSpot and Dynamics 365

Do you remember old address books and spreadsheets with contact data? Good old times are nostalgic but the world keeps on moving forward, so customer relationship management (CRM) systems have already replaced those obsolete approaches in client data management. Companies use CRM systems to gather, store, track, and manage data about leads, prospects, and existing customers.

As businesses grow and transform, they implement tools for dealing with clients’ data incoming from various channels effectively. For instance, HubSpot is used by more than 135,000+ customers and appears to be a great helper when it comes to automating marketing processes and managing customer data. Microsoft Dynamics 365 CRM is another popular solution for dealing with customer data, though it’s more common within sales teams.

Businesses implementing both CRMs need to consider HubSpot Dynamics integration to prevent any data inconsistency and obtain a holistic view of the customer base. Data integration between these tools also provides opportunities for revenue growth, align sales and marketing strategies, and create customer engagement programs.

Bringing the best of two worlds together – HubSpot and Dynamics 365 – promises the moon and the stars to businesses. In this article, we’ll explain how to natively integrate both tools using the mechanisms developed by Hubspot. You’ll also learn how to set up HubSpot integration with Dynamics 365 using Skyvia solutions.

Table of Contents

1. What Is Microsoft Dynamics 365?
2. What Is HubSpot?
3. Benefits of Integration HubSpot and Microsoft Dynamics 365
4. How to Connect HubSport with Dynamics 365
5. How to Set Up Dynamics 365 & HubSpot Integration in Skyvia
6. Summary

What Is Microsoft Dynamics 365?

Dynamics 365 is a series of smart enterprise-level products developed by Microsoft company. This set of solutions aims to align business-related tasks in sales, finance, customer service, and supply chain management. All those tools together make up a complex CRM system that contains data about potential and existing customers.

Key Features

• Optimizing sales funnel. Optimizing data within Dynamics CRM gives an opportunity to detect any white spots in the sales process.
• Automating workflows. Schedule repetitive tasks, such as email campaigns or gathering customer feedback. With Microsoft Dynamics HubSpot integration, it would be possible to set up even more compound workflow automation.
• Improving customer engagement. Dynamics CRM keeps a record of all customer interactions with the company’s websites and social media platforms. Based on this data, see how customers could interact better across various channels, and which communication means are preferable for them.
• Designing marketing campaigns. A CRM system allows you to detect how customers react to marketing approaches. You’ll see how a marketing campaign could be further adjusted based on user reactions and interactions.

Microsoft Dynamics CRM would be particularly suitable for:

• Marketing teams
• Sales teams
• Customer support teams
• Project automation teams

What Is HubSpot?

HubSpot is a fantastic solution that could be used across revenue generation and management departments. It functions on the basis of a unique CRM system, so everyone has access to the same set of customer data. This information includes but isn’t limited to the user’s interaction with the website: page visits, customer purchases, contact details, etc.

Moreover, HubSpot is a powerful solution for automating marketing processes and advertising campaigns. It provides principal insights of a customer journey on a website, allows creating and tracking email marketing campaigns, and performs other essential marketing tasks. Such functions make it possible to create a clear persona profile of the business target audience and improve user engagement with the brand.

Key Features

• Marketing automation. HubSpot provides all the necessary tools for marketing automation in order to grow website traffic, convert more leads, and analyze marketing campaign performance.
• Sales promotion. This CRM provides clear insights about prospects and ensures better control over payments, which enhances sales. Note that HubSpot Dynamics CRM integration would ensure superior sales outcomes.
• Customer experience improvement. HubSport reaches customers through their preferred means. This helps to build better relationships with the target audience and improve its experience with the brand.
• Content development. The customers’ interaction with the website, including the page visits and reactions, are registered in the CRM. Based on that data, you’ll know what content your audience prefers and adjust your marketing content strategy.

HubSpot would be particularly applicable for:

• Marketing teams
• Sales teams
• Customer support teams
• Content development teams
• Operations teams

Benefits of Integration HubSpot and Microsoft Dynamics 365

To take advantage of both CRMs, the HubSpot and Dynamics integration would be essential. It helps to align data across different departments: marketing, sales, customer support, and operations. As a result, all the company employees will have the most recent customer data at hand.

Below, you’ll find the list of Default Field Mapping Parameters for the Hubspot integration with Dynamics 365.

All of the above-mentioned mapping settings work in both directions: data synchronization from HubSpot to Dynamics 365 and vice versa. There are some field mapping parameters that work in one direction from Dynamics 365 to HubSpot: Bundle -> Product, Invoice -> Invoice.

As you see, the principal parameters for data integration refer to customer data and activity. This supplies companies with a range of such benefits:

• Two-way data synchronization. This process helps departments share customer data gathered from various online and offline channels.
• Marketing campaigns personalization. By having a full overview of the customer’s activity and preferred means of communication, marketers pick up the best ways of interaction. As a result, HubSpot and Dynamics integration predisposes the creation of personalized marketing campaigns that aim to generate higher profits and improve brand image.
• Budget planning. Data gathered from all CRMs provides insights into how effective marketing and sales approaches are. Based on that, you’ll know which communication and ad channels bring leads and boost conversions and thus are worth higher investments.
• Target audience exploration. When huge amounts of data generated in HubSpot and Dynamics CRM are brought together, they provide tremendous insights to businesses. Marketers would clearly see how customers are loyal to a company, how they react to new products, what is the average customer lifecycle, etc.
• Advanced reporting. Data analysis is the clue to business success nowadays. Hubspot integration with Dynamics 365 ensures advanced reporting capabilities that allow companies to calculate marketing performance and adjust marketing strategies.

How to Connect HubSport with Dynamics 365

HubSpot offers its proprietary app for native HubSpot integration with Dynamics 365. It could be downloaded from HubSpot App Marketplace and installed in several steps.

Connect HubSpot and Dynamics 365

1. Go to the app page on the HubSpot marketplace.
2. Click Install App.
3. Connect your Microsoft Dynamics 365 account by entering your Microsoft Dynamic 365 subdomain.

4. If two apps are connected successfully, you’ll get the corresponding message.

Synchronize HubSpot and Dynamics

5. Click Set up Sync.
6. Choose the object to be synchronized: Company, Product, Contact, Deal, Invoice, or Activity. The corresponding field in Microsoft Dynamics 365 will be shown as well.

NOTE: You’ll be able to select only one category at a time.

Configure HubSpot Dynamics integration

7. Select the synchronization direction. In case two-way sync is selected, you’ll also need to indicate which app will obtain the priority to overwrite data.

8. Review data field mappings. To set custom field mappings or override the existing ones, an upgraded app version would be needed.
9. Review other synchronization settings and edit them if needed.
10. Click Save and Sync.
11. To synchronize other data between HubSpot and Dynamics 365, click Sync more data as shown below.

12. To stop or pause data synchronization between CRMs, select the needed option under the Actions menu of the sync object.

Even though the configuration of native HubSpot integration with Dynamics 365 is seamless, it has certain limitations:

1. Native HubSpot Dynamics integration app allows setting only one synchronization object at a time. So, you’ll have to set up a different sync process for each object.
2. Custom field mappings are available under an upgraded plan but they do usually cause errors during the sync process.

How to Set Up Dynamics 365 & HubSpot Integration in Skyvia

Skyvia is a universal cloud-based platform capable of building up ELT, ETL, and reverse ETL solutions. In the case of HubSpot Dynamics 365 integration, this platform allows you to extract data from HubSpot, transform it if needed, and transfer it to the Microsoft Dynamics CRM. Also, it’s possible to set up a mono- as well bi-directional data synchronization between the platforms with the help of Skyvia. 

Dynamics 365 and HubSpot integration with Skyvia addresses the above-mentioned issues present in the native integration application. This service makes it possible to transfer and synchronize several data objects simultaneously, without any limitations. Also, it offers flexible customization options for data field mapping.

In this section, we’ll particularly focus on how to set everything up for HubSpot Dynamics 365 integration to make the process up and running. However, we’d like to focus on some other Skyvia advantages first before we plunge into detailed configuration settings.

• User-friendly. Skyvia is completely a visual tool with no coding knowledge needed. Moreover, it provides step-by-step instructions for each of the data-related scenarios right in the configuration window.
• Accessible. This platform does not require any desktop installations so you just need to log in to the service online via browser to start working with data-related tasks.
• Pre-built connectors. Both HubSpot and Dynamics 365 connectors are already embedded into Skyvia, so no API configurations are required. See how to connect HubSpot and Dynamics 365 CRM to initiate the integration process.
• Rich functionality. This platform provides all the necessary tools for complex data integration scenarios. In particular, Data Flow and Control Flow features to build compound data pipelines.

Set Up Connectors

Before performing any data integration or synchronization operations, the first thing is to establish connectors:

• To add the HubSpot connector, provide your HubSpot account login details. See details for HubSpot connector setup.
• To add the Dynamics 365 connector, indicate your Dynamics CRM URL along with the username and password. See details for Dynamics 365 connector setup.

When the prior setup is completed, it’s time to exchange data between HubSpot and Microsoft Dynamics 365 CRM. The most widely used scenarios are data integration and data synchronization. Data integration could be carried out in two possible ways: with Data Import service or Data Flow – see the detailed description of these scenarios below.

Data Import

This is a standard case of data integration, when information from HubSpot is transferred to Dynamics CRM. It also allows indicating data mapping and transformation options during setup.

1. Click the New tab at the upper part of the screen and select the Import scenario.
2. In the Source Type section, select Data Source and pick up the recently created HubSpot connector.
3. In the Target section, select the Dynamics 365 connector.
4. Specify the batch size.

5. Create a task by clicking Add new. There you’ll indicate the data package import logic.
6. Select the HubSpot data column which will be imported to Dynamics CRM. Click Next Step.
7. Then select corresponding columns on the target side to where the data from HubSpot would be imported. Specify how to proceed with the target records using Insert, Delete, Upsert, or Update operation – see details here.
8. Perform data field mapping if needed to merge the records properly by the primary key.

5. Click Save.
6. Click Create to make the import task ready.
7. Click Run to start data import.
8. Track the process in the Monitor tab.

See more details on the Data Import scenario.

Data Flow

More complicated data integration scenarios are also executable with the help of Skyvia. Data Flow together with Control Flow tools help to design sophisticated data pipelines from HubSpot to Dynamics 365 and specify complex data transformations. And all that is done with no coding – simply in visual form. See more details on how to implement the Data Flow scenario.

Data Synchronization

To ensure data consistency between sales and marketing teams, data synchronization comes into play. That way, customer data and other marketing- or sales-related information will always be up-to-date in both HubSpot and Dynamics 365 CRM. With Data Synchronization by Skyvia, make several configuration steps as described below to set up mono- or bi-directional synchronization between data sources. You may also set up a synchronization schedule to make sure that the processes run smoothly and bring the most recent data to sales and marketing teams.

NOTE: When performing synchronization for the first time, the system simply copies data from one source to another without checking whether the same records already exist within the target data storage location. This is applicable in case one of your systems doesn’t have any records yet. In case you already have records in both HubSpot and Dynamics 365 CRM, it’s better to use the Import tool instead (see instructions above) and create two separate import packages in each direction for data transfer.

1. Click the New tab at the upper part of the screen and select the Synchronization scenario.
2. In the Source Type section, select Data Source and pick up the recently created HubSpot connector.
3. In the Target section, select the Dynamics 365 connector.
4. Create a task by clicking Add new. Indicate the data package import logic.
5. Specify the data columns to be synchronized and the sync type. If the two-way sync is preferred, the source would overwrite records with the same primary key in the target.

6. Click Save.
7. Click Create to make the import task ready.
8. Click Run to start data import.
9. Track the process in the Monitor tab.

See more details on the Data Synchronization scenario.

Summary

Data exchange between corporate tools is no longer an option – it’s a must-have for businesses. This helps companies stay competitive and take the lead in the industry.

Popular tools – HubSpot and Dynamics CRM – are often used by different departments within a company. Both of them contain customer data that needs to be aligned via integration in order to avoid any inconsistencies and misunderstandings.

While native HubSpot Dynamics 365 integration works well, it might not meet the needs for data exchange speed in some companies. Here comes Skyvia with all the necessary mechanisms for simple and advanced data integration workflows.

Note that Skyvia has more than 180 pre-built connectors, so data merge between HubSpot and Salesforce is also possible. You can also exchange data between other preferred applications you are already using with the help of Skyvia. And all this could be done for free!

Can’t wait to take advantage of all those opportunities? Try Skyvia now!