In early November 2019, HubSpot acquired PieSync – a technology company that offers two-way customer data syncing between HubSpot’s Marketing Hub and other platforms like CRMs. Their offering and the solutions of several other companies are considered an out-of-the-box integration because it allows users to get up and running fast by mapping standard fields.
While an out-of-the-box solution like PieSync will work well for some companies, others may require a custom solution, or one that involves something customized, such as sync logic, field mappings, or another piece of development. At Lynton, we provide both out-of-the-box integrations and custom solutions. If you’re curious for more detail on CRM integrations as a whole and the difference between your choices, continue reading.
An integration combines your CRM system – NetSuite, Dynamics, Sales, Classy, or something else – with your HubSpot portal, allowing them to function together seamlessly. Integrating these two systems ensures changes in one system automatically sync to the other, and vice versa.
As noted, any integration, whether standard or customized, merges the rich data of your CRM system with the power of HubSpot. Standard, or out-of-the-box, integrations are generally the connection of non-customized HubSpot portals to a non-customized mainstream CRM system.
They come with standard field mappings of general information (or “fields”) like name, email, contact, address, or phone number. For example, in a standard Dynamics Integration, you would sync HubSpot Companies to Dynamics Accounts and vice versa, so both information populates in each system – without making duplicates or overwriting your data.
For a more in-depth look at what standard field mappings look like, consider the typical mappings you’d find in a HubSpot Classy integration:
Another critical aspect of an out-of-box integration revolves around a company’s sync requirement – or what it takes to get information passing through each system. Most often, in out-of-the-box situations, integrations are run alongside HubSpot’s native sync. If you have complex sync requirements, you can have something custom built.
A custom HubSpot integration also involves the syncing of data from HubSpot to a CRM system. It can be a well-known CRM system like Salesforce or a proprietary platform used by a company. No matter what, these integrations involve standard field mappings but usually go a step further with custom mappings as well, or, essentially, any custom development your company may need.
What exactly is a custom field mapping? You may have fields in your HubSpot portal that are not standard and do not exist in a typical CRM system. An example of this might be a field titled, “What is the best method to contact you?” on a HubSpot form. Mapping this field back to your CRM system can provide useful information to your sales and marketing dashboard. This is a prime example of custom field mapping, and in a more custom integration, you could create a custom field mapping to sync a custom field from HubSpot to your CRM, and vice-versa.
Custom integration solutions can also use SQL or CSV tables to help automate tasks based on information within HubSpot. For instance, a client of Lynton uses SQL to manipulate data to automate a weekly, bi-weekly, or twice-a-week newsletter within HubSpot.
At Lynton, we abide by our rule: “If it has an API, we can integrate it.”
The length of an integration project depends on whether it is standard or custom. Typically, each follows these timelines:
Both integration offerings will leave you with a solution that combines both systems to increase the effectiveness of your sales and marketing teams. Additionally, when using Lynton as your provider for a standard or custom integration solution, you will benefit from:
To help you understand, we've created an infographic explaining the differences:
Choosing between an out-of-the-box integration or custom solution depends mostly on what your organization needs to help the business grow. If you don’t use any custom entities and need to get up and running quickly, you may opt for a standard offering. For those who need custom work done or already have a highly customized CRM system, you should go for a custom solution.