Custom Integration with HubSpot: Why and When is it Necessary?
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Custom integrations bridge gaps between HubSpot and other software when a native integration is not available.

HubSpot shines in its flexibility as a single source of truth for business data. With hundreds of native integrations in HubSpot, it's often easy to setup connections with external apps. Custom integration, however, is sometimes necessary in cases where native app integrations do not exist. By bridging the gaps left by standard integrations, these tailored solutions ensure seamless data flow between HubSpot and data warehouses, proprietary CRMs, and other necessary business applications.

Who does this apply to?

  • HubSpot Users
  • Businesses requiring specialized integration between HubSpot and third-party tools
  • Companies with unique workflows that standard integrations can’t fully support

Common Causes/Challenges

  • You have a unique business process or workflow that isn't covered by HubSpot's built-in integrations.
  • You need to sync data between HubSpot and a niche or custom-built application.
  • Your team is experiencing inefficiencies due to gaps between HubSpot and other software you use.
  • You require a more personalized solution to enhance your customer relationship management.

Solution Overview

Custom integration presents a solution to gaps between HubSpot and other software in your tech stack when a native integration is not available. Custom integrations can be developed to create seamless workflows between HubSpot and any third-party or in-house application. This allows for data synchronization, automated actions, and enhanced functionality that standard integrations may not offer. The process typically involves defining specific business needs, designing the integration, developing the solution, and testing it thoroughly to ensure it meets all your requirements.

So You Need an Integration Solution, Now What?

When you’re considering a custom integration, it’s important to first understand what it really entails. Custom integrations allow you to connect HubSpot with other systems in a way that’s specifically tailored to your business needs. But before diving into the process, ask yourself: Is this truly the right move for my company?

How to Determine If You Need a Custom Integration

Start by assessing your current business processes and technology stack. Are there gaps that prevent your teams from working efficiently? Do you rely on multiple platforms that don’t communicate with each other? If your answer is yes, custom integration might be the solution.

However, custom integration isn’t always necessary. Check for native integrations with HubSpot first—these are pre-built connections that might meet your needs without the added complexity of a custom solution.

Examples of When Custom Integration is Needed

  • Advanced Reporting Needs: If you need to pull data from multiple sources into a unified dashboard, a custom integration might be the best way to achieve that.
  • Complex Workflows: Businesses with unique workflows that require data to flow seamlessly between various platforms may need custom integration to automate these processes.
  • In-House Software: If you’re using proprietary software that doesn’t offer native integration with HubSpot, custom integration could bridge that gap.

Watch the video for an overview on planning & executing custom HubSpot integrations:

Finding a Trusted Partner for Custom Integration

Custom integration is not a DIY project for most organizations. It’s a complex process that requires a deep understanding of both HubSpot’s capabilities and the systems you’re integrating. That’s why finding a trusted HubSpot agency is crucial. When looking for a partner, consider the following:

  • Experience: Look for a partner with proven experience in custom integrations.
  • HubSpot Expertise: Ensure they have a deep understanding of HubSpot’s API and other technical aspects. Agencies with the HubSpot Custom Integration Accreditation have demonstrated their expertise in this area.
  • Collaborative Approach: Choose a partner who works closely with your team to understand your unique needs and goals.