Step-by-Step Guide to HubSpot Custom Integration for an ERP

We’re excited to discuss something practical and essential for businesses that use HubSpot and an ERP (Enterprise Resource Planning) system. If you’re reading this, you're likely considering connecting these two powerful platforms and streamlining your workflows.

The key to a successful HubSpot-ERP integration is customization. We aim to align the integration with your current business processes, minimizing disruptions and ensuring a smooth transition. 

Whether you need custom objects or specific workflows, we tailor the system to fit how your teams work, allowing for easier adoption.

So, let’s break down the process of developing a custom HubSpot integration for ERP—starting from scratch and exploring why this custom approach might be the best option for your business.

What is an ERP?

Enterprise resource planning (ERP) refers to a type of software that organizations use to manage day-to-day business activities such as accounting, procurement, project management, risk management and compliance, and supply chain operations. 

ERPs are the backbone of many businesses, ensuring streamlined operations across various departments.

HubSpot offers two types of integrations:

1. Off-the-shelf Integrations: These are available in HubSpot's App Marketplace. They’re pre-built, widely used, and easily installed by anyone.
2. Custom Integrations: We’re focused on these—integrations you develop yourself (or hire an expert for). They're necessary when dealing with systems that are either too niche or too complex for standard integrations.

A HubSpot custom integration involves writing code to sync HubSpot with your ERP, enabling data sharing, task automation, and improved team collaboration.

Our preferred setup for integrating HubSpot with ERP systems involves hosting middleware in Azure. This setup allows us to trigger webhooks using API endpoints from both systems to update data as needed. We prioritize security using OAuth and ensure the ERP has an open API for seamless integration.

The Key Steps in Developing a HubSpot ERP Integration

Let’s walk through the process step-by-step. This is what it typically looks like to create a seamless integration between HubSpot and your ERP.

Step 1: Discovery and Planning

It all starts with a deep dive into your business processes. The goal is to figure out:

• Who is doing what?
• What systems are they using?
• What data do they need in each system? This is essentially an interview process where we identify the business's critical workflows. We want to ensure that we’re not just syncing data but improving how your teams work.

Step 2: Identify Critical Data

Next, we define the critical data that needs to move between systems. For instance, HubSpot works with contacts, companies, and deals, while your ERP might handle orders, invoices, or inventory records. Mapping how these objects relate is crucial for a smooth integration.

Step 3: Technical Development

With the data structure in place, we start the development phase:

• We use HubSpot and your ERP system API endpoints to create the connection.
• Most modern ERPs have open APIs, but if your system is older or niche, we can still work with it.
• Integration middleware is typically hosted in Azure to manage communication between the two platforms.

Step 4: Testing

Before going live, we rigorously test the integration:

• We simulate real business scenarios to ensure data flows correctly between HubSpot and the ERP.
• We also involve your team in the final validation. This step ensures everything works as expected, allowing for a smooth launch.

Our testing process ensures everything works as expected before the integration goes live. We handle the bulk of testing internally but always involve our clients for final confirmation. 

Post-deployment, we offer ongoing maintenance and support, including inbound marketing services, to help you get the most out of your new integration.

Step 5: Go Live

Finally, we launch the integration. This includes setting up real-time monitoring and error logging to catch potential issues early on.

What Type of Data Needs to Flow Between HubSpot and ERP?

The type of data that flows between HubSpot and ERP systems largely depends on your specific needs and goals. Typically, the integration might include:

• Contact Data: Customers and vendors.
• Company Data: Information related to organizations you work with.
• Sales or Transaction Data: Quotes, orders, invoices.

This data allows your marketing, sales, and operations teams to sync so nothing slips through the cracks. It also enables you to generate reports that give clear insight into your business performance—whether you’re using HubSpot for CRM or the ERP for accounting and operations.

API compatibility is key. Your ERP must have a well-documented API to enable seamless integration with HubSpot. While ERPs and CRMs often use different terminology (e.g., "deals" in HubSpot vs. "orders" in an ERP), we ensure smooth data mapping by translating system-specific terms.

HubSpot’s flexibility allows us to work with various ERPs by mapping equivalent data types, and if necessary, we can create custom objects in HubSpot to handle any gaps.

You may wonder how to manage data mapping between the two systems.

We are glad you asked.

​​A common challenge is ensuring alignment between business workflows across both systems. To address this, we collaborate closely with clients to thoroughly map their processes before starting the integration.

We also handle error logging and troubleshooting through HubSpot’s workflows, ensuring any issues can be identified and resolved quickly.

Data mapping is the part where we align the fields from one system with the other. For instance, we ensure that your ERP's “customer name” corresponds precisely to the “contact name” in HubSpot. This process often involves:

• Creating a clear data map (usually in Excel or Google Sheets).
• Handling any mismatches in data structures through code so they work seamlessly together.

Once everything is mapped out, we can sync data between HubSpot and your ERP.

Final Thoughts

A custom HubSpot-ERP integration does more than just connect two systems. It aligns your technology with your business processes, helping your teams work more efficiently. You’ll be able to close sales faster, keep operations in sync, and generate comprehensive reports without switching platforms.

If you're considering a custom integration, it's essential to work with a team like Modgility that understands both your business needs and the technical requirements.

That’s it for now! Feel free to reach out if you have any questions about how a HubSpot-ERP integration might work for you. We’re always happy to chat!