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Integration · CRM & Marketing
HubSpot ERP integration for marketing and sales teams
HubSpot is often where marketing and early-stage sales live. The ERP knows what customers actually bought and paid. Connecting them lets marketing segment by real purchase behaviour and lets sales see order history.
Overview
What this integration is for
We integrate HubSpot's CRM APIs with the ERP, keeping each system authoritative for the data it does best.
01Data
What data syncs, and in which direction
| Entity | Direction | Notes |
|---|---|---|
| Contacts & companies | ⇄ Both | Matched by email and domain; ERP customer numbers written to HubSpot. |
| Deals | App → ERP | Won deals create ERP quotes or orders. |
| Products | ERP → App | Product library kept in sync for deal line items. |
| Orders & revenue | ERP → App | Order history and lifetime value as properties or custom objects. |
| Invoice status | ERP → App | Outstanding balance visible to account owners. |
02Use cases
Common use cases
01
Purchase-based segmentation
Campaigns targeted by what customers buy.
02
Deal to order
Won deals flow into operations.
03
Account context
Sales sees orders and balances in HubSpot.
03 — Architecture
API architecture
HubSpot webhooks notify changes to contacts and deals; the integration fetches full records via the CRM v3 APIs. ERP changes are pushed in batches using batch endpoints.
Custom properties or custom objects hold ERP data so HubSpot reporting and workflows can use it.
04Reliability
Authentication, errors and retries
01
Authentication
A HubSpot private app access token or OAuth app with only the required scopes, stored securely.
02
Error handling
Property validation and association errors captured with record IDs and routed to an exception queue.
03
Retry strategy
Retries respect HubSpot rate limits with backoff; deduplication via unique identifiers.
05 — Data mapping
Field mapping essentials
| HubSpot | ERP |
|---|---|
| contact.email | Partner contact |
| company.domain | Partner company |
| deal (closedwon) | Sales order |
| line_item.hs_product_id | Product |
| custom property: erp_customer_id | Partner reference |
06 — Automation
Automation opportunities
- Trigger onboarding sequences when a first order ships
- Create win-back campaigns for customers with no recent orders
- Notify owners of overdue invoices
- Enrol new ERP customers into nurture lists
07 — Security
Security considerations
Least-privilege scopes, encrypted credentials and consent-aware syncing of marketing contacts.
Related
Where this integration fits
Other integrations
Often connected together
SalesforceAccounts, opportunities, quotes, orders and invoice status between Salesforce and your ERP.Google WorkspaceGmail, Calendar, Drive and Google sign-in integrated with your ERP.Microsoft 365Outlook, Teams, SharePoint and Entra ID connected to ERP via Microsoft Graph.WhatsAppOrder updates, reminders and support conversations through the WhatsApp Business Platform.
Insights
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FAQ
Frequently asked questions
Can marketing see order data?
Yes, as properties or custom objects in HubSpot.
Does this replace the ERP's CRM?
If HubSpot is your CRM, the ERP's CRM may not be needed; we design the split.
How are duplicates prevented?
Matching rules on email and domain plus stored IDs on both sides.
Next step
Connecting HubSpot to your ERP?
Describe the data that needs to move and who owns it. We will propose a design with error handling and monitoring included.