The average company uses at least a few external services. Experience shows that this number increases with each month of company growth—especially if a brand wants to stay ahead of the competition and is actively seeking new channels to reach customers or ways to automate its processes.
This could be, for example:
- mass email sending – both newsletters and cold mailing support systems,
- invoicing systems,
- office programs – e.g. Google Sheets or Microsoft Excel,
- company databases – e.g. Central Statistical Office (GUS),
- e-commerce platforms – e.g. WooCommerce,
- instant messaging – from Google Chat, through Teams and Zoom, to Messenger and WhatsApp.
No two companies are the same, meaning they use exactly the same set of tools and procedures. Therefore, no CRM system, even the most sophisticated one, will be able to handle all personalized requirements on its own—the number of combinations is simply too large, and some features of competing tools are mutually exclusive.
This doesn't mean, however, that these services can't be combined into a single system. Various integrations come to the rescue, allowing for the unification of separate tools and the seamless transfer of data from one service to another.
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Thanks to this, despite the differences in solutions, a good CRM system is able to establish communication with thousands of external programs.
HubSpot Integrations – Connect CRM with Tools
HubSpot comes with numerous native integrations, and developers continue to add new ones from time to time— Google Ads , WhatsApp, Messenger, and many others. However, sometimes you need to create your own connection between HubSpot and various external services that the CRM system's developers haven't yet considered.
Which external integrations have we implemented at Verseo or with our clients?
Central Statistical Office database
Thanks to this integration, we "employ" HubSpot to automatically retrieve data from the Central Statistical Office database. This way, after entering the company's REGON or NIP number into the internal database in HS CRM, it automatically retrieves the remaining data, such as the company name, address, phone numbers, and emails.
What does this mean? There's no need to manually enter data, which significantly saves salespeople time—the database then automatically updates itself. For companies managing large lead collections, this feature significantly improves workflow efficiency.
Messengers and automation: Google Chat as an example
The instant messaging integration option can be used in several ways. Most often, it simply means the ability to conduct WhatsApp, Messenger, or Slack conversations using HubSpot, allowing you to view all your conversations in one easy-to-read dashboard. HubSpot excels at these solutions, and in the case of these protocols, no additional steps are required to connect the programs to the CRM system.
Beyond the above functionality, however, you can go a step further. At Verseo , we use Google Chat for internal communication. We thought an interesting way to use HubSpot would be to "persuade" it to send a notification to one of the rooms about a new customer satisfaction survey once it's entered into the database. This way, everyone involved receives the information in the company chat. We used Zapier to implement the integration.
Below is an illustrative image from testing.
E-commerce platforms on the example of WooCommerce
Running an online store without a CRM system is a daunting task. With a micro-scale operation, you can try to manage orders, marketing , customer service, and complaints yourself, but sooner or later, it will lead to chaos.
At Verseo, we integrate HubSpot with various e-commerce platforms , such as WooCommerce. Using the HS API, it displays all purchases on a kanban board—including abandoned carts and uncompleted payments, as well as a summary of the purchase value at each stage.
Sample screenshot of a fictitious online store.
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Office services on the example of Google Sheets
Sometimes, you need to export various types of data from your CRM—for example, to a spreadsheet. Since Verseo operates on Google Workspace, we use integration with that tool. This time, we didn't need to create our own connector, but rather used the official HubSpot plugin.
How can this connection be used? It's primarily useful for listing data, such as guide downloads or registrations for our Verseo Academy. Importantly, data can be exported using workflows, ensuring full automation.
Invoicing systems
We have created continuous integration with the invoicing system, which, based on transactions and tickets in HubSpot that contain the appropriate data fields, sends a package of information needed to issue an invoice via webhook.
The invoicing system creates invoices on its own and then sends them as links to the appropriate fields in a given CRM contact. This solution allows us to attach links stored in fields to buttons in email templates and send a message with a ready-made, automatically generated invoice to the customer.
Summary
These are just a few examples of possible integrations with external tools with HubSpot. Interested in connecting another program with your CRM system? Contact us – HubSpot's API is already eagerly awaiting its code release.
The article was created with the substantive support of Dawid Bednarz.
Summary
The above article covers the following topics:
- Thanks to integrations, CRM systems can connect with numerous external services, creating a consistent and automated work environment for every company.
- HubSpot's integrations with external tools, such as the Central Statistical Office database or Google Chat, allow you to automate data collection and improve communication within the company.
- HubSpot's integration with platforms such as WooCommerce and Google Sheets allows for full automation of sales management and efficient data reporting without the need for manual process management.
- Integrating HubSpot with your invoicing system allows you to automatically generate documents and send finished invoices directly to customers based on transaction data.
- HubSpot's integration capabilities allow you to connect your CRM with almost any external tool to fully automate your business processes.
