HubSpot Integrations: A Detailed Guide to Finding the Right Integration Approach

Integrating HubSpot with external platforms can streamline your operations and enhance your marketing, sales, and service processes. However, with several integration methods available, selecting the right approach depends on your business’s specific goals and technical capabilities.

In this guide, we will break down the four key types of HubSpot integrations: Data Sync, Custom Code Actions, Webhooks, and Custom Integrations. We will examine the features, advantages, and potential challenges of each option to help you determine the best fit for your business needs.

Which integration strategy aligns with your objectives? Let’s dive into each option to help you make an informed decision.

Data Sync in HubSpot

What is Data Sync in HubSpot?

Data Sync in HubSpot is a feature that enables the seamless import and export of data between HubSpot and external systems without requiring any manual intervention or code. With Data Sync, HubSpot automates the process, ensuring that data is consistently updated and accurately reflected across platforms. The process is declarative, meaning you simply need to configure the integration and specify which data you wish to synchronize—HubSpot handles the rest.

Data Sync vs. CSV Uploads

One of the key advantages of Data Sync over traditional CSV uploads is its ability to keep your data updated in real-time without the need for manual file uploads. Unlike CSV files, which only capture a snapshot of your data at a specific point in time, Data Sync ensures the data is always up-to-date and properly structured. Additionally, CSV files can also cause issues with data integrity, such as format changes during uploads or errors due to inconsistent data structures.

Benefits of Data Sync

• Easy to Set Up: No coding is required. Simply set up the integration, define the data to sync, and HubSpot will automatically manage the process.
• Hosted Solution: As a cloud-based solution, Data Sync eliminates the need for infrastructure maintenance, offering a secure and reliable method of data transfer.
• Minimal Maintenance: HubSpot manages all updates and maintenance for Data Sync, allowing you to focus on other tasks.
• Security: HubSpot ensures the secure transfer of data, providing peace of mind that your information is protected.
• Cost-Effective: Data Sync is an affordable option compared to other data integration solutions, making it a great option for businesses seeking efficiency without breaking the budget.
• Sustainability: HubSpot’s Data Sync uses well-documented, industry-standard APIs that are supported and scalable, ensuring long-term reliability.
• Real-Time Data Syncing: Data Sync operates in real-time, ensuring that your data is always up-to-date without requiring manual intervention.

Limitations of Data Sync

While Data Sync offers several advantages, there are some limitations to consider:

• Limited Connectors: HubSpot's Data Sync currently supports a specific set of pre-built connectors. If your desired platform is not supported, you may need to build a custom connector using HubSpot's APIs.
• No Sync Logic or Filters: Data Sync does not have any built-in logic or filters for managing complex sync scenarios. If you need to implement custom sync logic or apply filters to the data being synced, you will need to create these functionalities manually.
• Limited Data Properties: HubSpot's Data Sync supports a limited set of standard data objects. For syncing custom objects, alternative integration methods may be required.
• Object Limitations: Data Sync can only synchronize certain standard objects. If your integration requires syncing custom objects, you may need to explore other integration options.

Custom Code Actions in HubSpot

What are Custom Code Actions in HubSpot?

Custom Code Actions in HubSpot enable users to write and execute JavaScript within workflows, allowing for more workflow functionality both inside and outside of the HubSpot platform.

With Custom Code Actions, businesses can replicate third-party functionalities directly within HubSpot. Examples of use cases for Custom Code Actions in workflows include:

• Accessing data from an external database
• Enriching company data
• Dynamically updating Salesforce campaigns
• Automating tracking numbers from external accounting software
• Generating documents such as Excel files
• And much more.

Benefits of Custom Code Actions

• Hosted Solution: Custom Code Actions are fully integrated within HubSpot workflows, so there's no need to manage the infrastructure.
• Ease of Maintenance: HubSpot provides the flexibility to duplicate, modify, or remove custom code actions as needed, offering greater control over workflow management.
• Scalability: Custom Code Actions can automate complex tasks that would otherwise require manual intervention, such as updating external systems like Salesforce based on changes in HubSpot data.

Limitations of Custom Code Actions

• Execution Time Limit: Each custom code action can run for a maximum of 20 seconds; actions that exceed this time will fail.
• Authentication: OAuth 2.0 authentication is not supported for custom code actions.
• Data Size Limitations: Custom code actions are limited to processing data that does not exceed 128 MB in size.
• Library Restrictions: The use of libraries in custom code actions is restricted to a predefined set of supported libraries.

Webhooks in HubSpot

What are Webhooks in HubSpot?

Webhooks in HubSpot allow real-time data transfer between HubSpot and other systems, automatically updating your data when changes occur. This removes the need for constant requests, keeping your systems up-to-date without manual effort.

Benefits of Webhooks

• Instant Data Transfer: Data is transmitted immediately upon update, eliminating the need to wait for scheduled integration runs.
• Enhanced Security: All webhook payloads are encrypted using SSL/TLS, ensuring secure data transmission.
• Continuous Data Upload: Webhooks facilitate continuous, automatic data uploads from applications to the server, without requiring repeated requests for data checks.
• Event-Triggered Automation: Webhooks can be set up to automatically activate when certain events happen in HubSpot, like when a contact's information changes or when a deal moves to a new stage.

Limitations of Webhooks

• Hosting Requirements: To use webhooks, you must host the code that receives webhook payloads on your own server.
• Maintenance Responsibility: Since you're responsible for hosting the webhook code, you must ensure its availability and address any issues that may arise, such as bugs or downtime.
• Initial Setup Investment: Setting up webhooks involves an upfront investment in server costs, as well as time and resources to configure the system and integrate it properly.

Custom Integrations in HubSpot

What is a Custom Integration in HubSpot?

Custom integrations enable you to connect HubSpot with any third-party tools you use, making it easy to exchange data between platforms. This flexibility is especially valuable when you need to bring together data from multiple sources or automate tasks that native integrations can't handle.

Benefits of Custom Integrations

• Choice of Programming Language: You have the freedom to choose the programming language that best suits your needs for integration.
• Version Control: Custom integrations allow you to track changes in your code, with the ability to revert to previous versions when necessary.
• Offline Development: You can work on your integration code offline, providing more flexibility in development.
• Endless Possibilities: The scope of what you can achieve with custom integrations is virtually limitless, allowing you to create highly tailored solutions.

Limitations of Custom Integrations

• API Key Security: When developing a custom integration, it’s critical to avoid exposing your HubSpot portal’s API Key to the public to ensure data security.
• Higher Costs: Building a custom integration typically requires the involvement of a developer, making it a more expensive option compared to other alternatives.
• Longer Development Time: Custom integrations often take more time to develop than built-in or third-party solutions.
• Ongoing Maintenance: Hosting and maintaining your custom integration requires ongoing effort, either from your team or a developer.
• Scalability Challenges: Custom integrations are often built for specific use cases, and scaling them may require significant modifications to accommodate growing needs.
• Redundancy and Failover: Custom integrations require you to build in redundancy and failover systems, adding complexity and cost to the project.

While custom integrations can be more costly and time-consuming to develop and maintain, they offer a tailored solution that meets your unique business requirements. For many businesses, the investment is worthwhile due to the high level of customization and flexibility they provide.

How to Determine the Right Data Integration for Your Business

When selecting the appropriate integration approach, it is advisable to consult with a HubSpot Partner who can offer insights based on their expertise in your industry and experience with various integration methods.

However, there are several key questions that can help guide your decision-making process in choosing the best integration method—whether it be Data Sync, Custom Code Actions, Webhooks, or Custom Integrations:

1. What specific data needs to be synced?
2. How frequently should the data be synchronized?
3. What is the direction of the data sync (one-way or two-way)?
4. What is the ultimate objective of the integration?