Effective digital experiences are the result of a well-integrated tech stack. As organisations grow, so do the number of systems they rely on to manage customer relationships, marketing efforts, and sales processes. HubSpot, as a Digital Experience Platform (DXP), offers a powerful solution for integrating these systems, but to truly maximise its potential, it's essential to follow best practices and use the right tools.
HubSpot is evolving from a marketing automation tool to a platform that operates similar to a full-fledged DXP, offering businesses the ability to streamline operations across marketing, sales, and customer service. By centralising customer data and integrating with other business tools, HubSpot can create a unified view of customers, improve team collaboration, and enhance overall efficiency.
To leverage HubSpot as a DXP effectively, seamless integration with your existing tech stack is critical. This process ensures that data flows smoothly between systems, enabling your teams to access the information they need in real-time.
Before integrating HubSpot with your tech stack, it's important to assess your current systems. Understand what platforms you are using for CRM, ERP, e-commerce, analytics, and other business functions. Each system may require a different approach for integration, depending on how it handles data and interacts with other tools.
Consider questions such as:
By understanding the capabilities and limitations of each system, you can plan a more efficient integration process.
HubSpot offers a wide range of native integrations with popular business tools like Salesforce, Microsoft Dynamics, and Shopify. These pre-built connectors are designed to simplify the integration process, allowing you to quickly sync data between HubSpot and your other systems. Whenever possible, use these native integrations as they are optimised for performance, security, and compatibility with HubSpot's architecture.
However, if native integrations aren't sufficient for your unique business needs, custom integrations can bridge the gap. At this stage, it's helpful to look at a product such as CORE for a seamless between the various systems in your tech stack. This ensure that your DXP remains robust and capable of delivering superior digital experiences.
Data consistency is crucial for a successful integration. When integrating HubSpot with your other systems, ensure that data is standardised across platforms. Inconsistent data can lead to errors, such as duplicate records, incomplete customer profiles, or misaligned analytics. Implementing data governance practices, such as establishing naming conventions, setting validation rules, and regularly cleaning up your data, can help mitigate these issues.
Use HubSpot's workflows and automation tools to manage data consistency, automating tasks like deduplication and data enrichment to maintain clean, usable records across your tech stack. Consistent data is the backbone of a seamless DXP, enabling flawless digital experiences for your customers.
Once your integration is up and running, it's important to monitor the performance regularly. Look for any signs of delays, data synchronisation errors, or inefficiencies in the workflows. Regular audits of your integration process can help identify areas where performance can be improved.
HubSpot provides a range of analytics tools to track key performance metrics, and integrating these with your existing analytics systems will give you a holistic view of your business operations.
Your business will evolve, and so will your tech stack. It's essential to integrate HubSpot in a way that supports future growth. Whether you plan to add new systems, expand into new markets, or scale up your operations, your integration strategy should be flexible enough to accommodate these changes.
When setting up your HubSpot integration, choose tools and processes that can scale with your business. For example, if you’re using APIs for custom integrations, ensure that they can handle increased data loads and new functionality as your needs evolve.
By following these best practices and using the right tools, integrating HubSpot with your tech stack can unlock significant value for your DXP and your business. Whether you rely on native integrations or need a custom solution, maintaining data consistency, monitoring performance, and planning for scalability will ensure long-term success.
Maintaining a strong focus on your digital experiences throughout the integration process ensures that your customers receive a cohesive and engaging interaction with your brand.
If you're ready to take the next step with integrating your tech stack, contact us today to learn how we can help you achieve seamless integration and deliver an exceptional digital experience.