Everything you need to know about HubSpot and Dynamics 365 integration

Why integrate HubSpot and Dynamics 365?

Modern businesses operate in an increasingly connected environment, where marketing, sales and customer service teams need to work together seamlessly. Yet in many organisations, the tools used by each department remain isolated.

This is often the case when a company uses HubSpot for marketing automation and Microsoft Dynamics 365 for CRM or sales management.

HubSpot Dynamics 365 integration meets a twofold challenge:

• Improve productivity and reduce human error, thanks to automatic data synchronisation.
• Optimise the customer experience, by ensuring continuity of information between different points of contact.

Typical cases include :

• Growing SMEs looking to structure their prospecting and customer follow-up.
• Service companies looking to align their marketing and sales departments.
• Large organisations with distributed teams and complex processes requiring fluid workflows.

Presentation of the two platforms

HubSpot - marketing automation and CRM

HubSpot is a cloud platform that brings together digital marketing, CRM and customer service functions. It is particularly popular for :

• Inbound marketing (content creation, SEO, campaign automation).
• Lead and contact management via forms, workflows and lead scoring.
• An easy-to-use integrated CRM with a customisable sales pipeline.

HubSpot's user-friendliness enables marketing teams to generate qualified leads while maintaining control over the customer journey.

Microsoft Dynamics 365 - CRM/ERP for sales and service

Dynamics 365 is a suite of modular applications developed by Microsoft. It covers :

• Sales: advanced management of sales opportunities, forecasts, sales cycles.
• Customer Service: multi-channel customer support, knowledge base, SLAs.
• Business Central: ERP for finance, supply chain and production.

Its strength lies in its flexibility and deep integration with the Microsoft ecosystem (Teams, Outlook, Power BI, etc.), making it a robust solution for medium-sized and large businesses.

Why connect them?

Integrating HubSpot with Dynamics 365 means :

• Take advantage of the complementary nature of an agile marketing tool and a powerful CRM/ERP platform.
• Benefit from a 360° view of the customer, from the first marketing click to post-purchase loyalty.
• Avoiding silos between departments and facilitating the transmission of information.

What integration methods are available between HubSpot and Dynamics 365?

Native integration with the HubSpot connector

The most direct method is to use the native connector offered by HubSpot. Accessible from the application's Marketplace, this connector enables :

• Bi-directional synchronisation of key objects: contacts, companies, deals.
• Code-free configuration, directly from the HubSpot interface.
• Field mapping and synchronisation logic settings.

However, this connector has certain limitations: it does not always support custom objects or complex data structures.

Integration with third-party tools

There are a number of integration platforms that allow you to go even further:

• Skyvia, Rapidi, Aonflow, Make and Zapier, among others, offer ready-to-use or customisable connectors.
• These tools offer advanced options for filtering data, transforming formats and managing errors.
• They often require a monthly subscription, but offer maximum flexibility.

These connectors are ideal for companies with specific processes but without the resources to develop them in-house.

Custom integration via API

For the most specific requirements, custom integration via the HubSpot and Dynamics 365 REST APIs is an option.

• This method gives you total control over the data exchanged, the business logic and security.
• It requires significant technical resources for design, development and maintenance.
• It is suited to companies with very specific internal systems or business processes.

How do I integrate HubSpot with Dynamics 365?

1. Prepare your environments

• Make sure you have active licences for Dynamics 365 (ideally Sales or Customer Service).
• Check that you have administrator rights on both platforms.
• Identify the objects you want to synchronise.

2. Install the HubSpot native connector

• Go to the HubSpot Marketplace and search for ‘Microsoft Dynamics 365’.
• Click on Connect.
• Allow HubSpot to access your Dynamics environment via Azure Active Directory.

3. Configure data synchronisation

• Select the objects to be synchronised (contacts, companies, transactions).
• Choose the direction of synchronisation: unidirectional or bidirectional.
• Define field mapping (e.g. HubSpot ‘Email’ field → Dynamics ‘Email’ field).

4. Test and validate the connection

• Run a test with a small sample of data.
• Check that the fields are aligned and that there are no conflicts.
• Correct any duplicates or correspondence errors.

5. Activate continuous synchronisation

• Activate automatic synchronisation.
• Monitor progress for the first few days (logs, errors, conflicts).
• Adjust the synchronisation rules if necessary.

6. Train your teams

• Inform your marketing and sales teams about the new system.
• Specify how the data will be transferred from one platform to the other.
• Appoint a contact person or rely on a specialist partner like Gestisoft for governance.

Key features of the HubSpot Dynamics 365 integration

The HubSpot Dynamics 365 integration is based on a number of key features that ensure the smooth and consistent exchange of marketing and sales data.

Bi-directional synchronisation

Bi-directional synchronisation means that data is shared and updated in both systems. When a contact is updated in HubSpot, the corresponding information is automatically modified in Dynamics 365, and vice versa.

This functionality guarantees:

• Data consistency in both environments.
• Access to up-to-date customer information for all the teams concerned.
• Elimination of duplicates and multiple entries.

Customised field mapping

Every company has its own ways of structuring its data. Custom field mapping allows you to adapt the integration to your specific data structure, beyond the standard fields (name, email, company, etc.).

Thanks to this functionality, you can :

• Transmit critical information such as business sector, lead source, subscription status, etc.
• Meet the specific needs of your teams.
• Maintain consistency in segmentation and reporting.

Marketing automation triggers

Once the integration is in place, data from Dynamics 365 can be used to feed HubSpot workflows:

• Automatic follow-up of a contact after a proposal sent from Dynamics.
• Sending an email sequence when an opportunity reaches a certain stage.
• Update HubSpot scoring based on a sales action in Dynamics.

These triggers enable marketing teams to react more quickly and provide more personalised communication.

Alignment of sales and marketing teams

One of the main added values of integration is the alignment between marketing and sales departments. Thanks to the centralisation of data :

• Sales people have access to marketing interactions (pages visited, emails opened, CTAs clicked).
• Marketers see the status of opportunities in the sales pipeline.
• Common objectives are better defined, and KPIs can be shared.

This helps to improve conversion rates and reduce internal friction.

Customer journey tracking

The integration enables you to reconstruct a contact's entire history, from the first time they download content to the conclusion of a sale or renewal of a contract:

• Visualisation of multi-channel interactions.
• Better understanding of key contact points.
• Optimisation of engagement strategies based on consolidated data.

This global monitoring improves both sales strategy and customer experience.

Challenges to anticipate with a HubSpot and Dynamics 365 integration

Like any technology project, integration between HubSpot and Dynamics 365 involves certain challenges that it is essential to anticipate.

Problems with duplicate data or data quality

Without clear synchronisation rules, the risk of creating duplicates or propagating erroneous data is high. It is advisable to :

• Clean up the databases before any integration.
• Define a main source of truth.
• Implement merge or priority rules.
• Configuration complexity

Even if installing the connector is relatively simple, configuring workflows and custom mappings can become complex depending on the structure of your data. Technical expertise is often required to avoid critical errors.

User training

A good tool that isn't used properly is still an ineffective tool. Successful integration also depends on adoption by your teams. It is essential to :

• Train users in the new practices.
• Explain how synchronisation works.
• Create accessible internal documentation.

Security and RGPD compliance

The transfer of personal data between two systems requires compliance with data protection laws:

• Inform end users about the processing of their data.
• Ensure that both platforms comply with security standards.
• Document consent and related processing.

How can you successfully integrate HubSpot and Dynamics 365?

Here are the strategic steps to ensure the success of your project:

• Assess your needs: what data is critical? What processes need to be automated? Which teams are involved?
• Choose the right integration method: native connector, third-party tool or custom API.
• Implement clear synchronisation rules: flow direction, update frequency, error management.
• Involve all stakeholders: users, managers, IT managers.
• Provide medium-term support: technical assistance, support, adjustments.

Why call on a partner like Gestisoft?

At Gestisoft, we know that each company has its own specific characteristics. Our approach to HubSpot Dynamics 365 integration is based on :

• In-depth knowledge of Microsoft Dynamics 365, including its Sales, Marketing, Customer Service and Business Central modules.
• Practical experience of integration with HubSpot, both technically and strategically.
• Solutions tailored to your data, processes and internal tools.
• Support from A to Z, including needs analysis, development, testing, training and post-launch support.
• We don't just offer a technical connection: we ensure that integration becomes a real growth driver for your business.

HubSpot Dynamics 365 integration is much more than a simple connection between two pieces of software. It's a powerful way to transform the way you manage customer relationships, align your teams and maximise your results.

It requires strategic thinking, rigorous scoping and sometimes specialist support. But once in place, it offers you a unified, agile and performance-focused platform.

If you want to take this step with confidence, the experts at Gestisoft are ready to guide you.