How to Integrate HubSpot with NetSuite

Why Integrating HubSpot with NetSuite Is a Good Idea

Wondering how to integrate HubSpot with NetSuite? You’re onto something. Connecting your marketing automation system with your CRM is the key to getting more out of your sales and marketing efforts to attract new customers and improve the net retention of your existing customer base.

Gartner provides an excellent explanation of why collaboration between marketing and sales is so critical, saying, “In this current environment with coronavirus-related business disruption impacting businesses around the globe, this type of alignment is more important than ever. Implementing a shared vision and processes enables both departments to focus on collectively serving the needs of their highest-value customers and prospects.”

One of the first steps to gaining this alignment is to integrate your marketing and sales systems.

What happens when you integrate HubSpot with NetSuite? It depends on how you do it. Native integrations may be free and relatively easy, but they come with significant limitations. What you really need isn’t just to integrate systems but to ensure the data they share is quality so marketing and sales teams can trust it.

HubSpot is making a significant investment in handling custom objects to provide basic capabilities for enterprise customers who expect it. They also want to retain mid-market customers who bump up against scaling abilities with HubSpot.

However, with the right integration tool, you can perform higher-level functions with less manual work because the data is clean in both systems. Automating upsell and cross-sell opportunities and prioritization of new sales leads is possible. You get a more accurate picture of your target market, marketing campaign quality improves, and sales teams close deals faster. 

With a flexible integration tool you control, you can experience these four benefits of custom integrations:

Improved Data Management

Quality data is essential for any decision and campaign, yet many systems are full of “dirty” data: duplicate data, outdated data, incomplete data, and inaccurate data. You want an integration tool that allows you to withhold incomplete data from HubSpot so it doesn’t transfer over to NetSuite. The last thing you want is to corrupt your NetSuite data. “Garbage in, garbage insights out,” as the saying goes.

With well-governed data, CIO says qualitative and quantitative benefits include:


  • More discoverable data, leading to improved and more accurate decision making
  • Reduction in reporting and analysis errors
  • Increased business competitiveness


  • Reduction in time spent by knowledge workers in finding and acquiring information
  • Elimination of redundant hours spent across knowledge workers looking for the same or similar data
  • Reduction in rework and rationalization due to poor data quality
  • Enhanced productivity
  • ROI associated with specific analytics initiatives can be quantified
  • Elimination of impacts due to financial restatements

More Personalized Marketing

Every marketer knows the value of personalized marketing. Statistics consistently back it up, such as 80% of consumers saying they’re more likely to purchase a brand that provides personalized experiences and 90% of consumers admitting they find personalization very or somewhat appealing. 

Personalization can only come with data, but not all data is useful. You need to send the most accurate and valuable customer data from NetSuite to HubSpot to understand the customer journey. Only then can your marketing team develop a personalized marketing experience.

But sales benefits, too. When you integrate HubSpot with NetSuite with a customizable integration tool, sales has real-time visibility into customers’ and prospects’ web activities and their responses to marketing campaigns. They have access to reporting that clearly and objectively highlights the best leads to go after and where to pull back, even getting to a more granular level of how to best engage with those leads in a more personal way for greater success.

Better Sales & Marketing Alignment 

It’s challenging, if not impossible, to align sales and marketing if they’re working from different systems. Sharing data is a must to improve marketing effectiveness, empower sales and scale your business.

Integrating HubSpot and NetSuite is just the beginning. How can you tell if engaged prospects are becoming customers or just enjoying your marketing campaigns? Your sales and marketing teams need to see the complete customer journey without manually piecing together inconsistent information.

Related: Improving Time to Revenue

However, using the right integration tool that goes beyond basic integration will save incredible amounts of time and result in more reliable metrics. Even better, your teams can see where efforts are resonating and what next steps are likely to be most effective. Predictive analytics is the foundation to create faster and more predictable time to revenue. 

Forbes reported that companies with accurate sales forecasting are 10% more likely to grow their revenue year-over-year, but 61% of companies state “misleading buying signals” were among their greatest challenges in lead scoring. The method most commonly used to predict sales-readiness. It’s no wonder; less than half of sales teams believe lead scoring adds value.

The problem with lead scoring is that it is subjective. Subjective data is fraught with risk. But when you have clean data going back and forth in HubSpot and NetSuite, you get reliable analytics instead. 

You need an integration tool that does more than simply integrating CRM and marketing automation systems. How much more valuable is it to understand customer behaviors that lead to someone becoming a customer? A configurable tool will automatically collect, integrate and cleanse customer data points, such as customer and prospect activities and purchasing habits, and present it in a way your marketing teams can use to measure their impact.

Related: 2 Steps to Using Predictive Sales Analytics for More Accurate Forecasting

More Complete Lead Data

Finally, by integrating HubSpot with NetSuite with an integration tool where you control the data flow and standardization, your marketing team can prioritize actions to use as triggers to send new leads to NetSuite. You will be able to set rules at the custom field and objects levels, instructing how you want to move the data between systems.

Instead of taking hours or even weeks to pull together data for reporting, you can automate the process to track the KPIs that matter most to you – those that move the revenue needle. Your sales team has reports to see which offerings resonate with buyers at different stages of their customer lifecycle. 

Marketing knows what’s working, and sales understands where to focus their efforts and how. They aren’t arbitrarily calculating lead potential; they rely on an automated tool with AI technology. Only through AI can you have confidence you have comprehensive data from HubSpot and NetSuite to give both teams more reliable insights.

Why HubSpot Native Integration Likely Isn’t Enough

When you get a new system, it will offer a few free native integrations that come with some support for basic issues. When it comes to understanding how to integrate HubSpot with NetSuite, a native integration won’t get you too far.

You may be able to connect the two systems and begin sharing data, but you will hit a wall with customization. Unless you have robust automatic data transformations, something native integrations won’t offer, your data has to be identical in HubSpot and NetSuite. The data can’t be inconsistent; it has to be in the same, standardized formats for it to be usable. 

One example where this becomes a problem is with contact names. If one system has contacts with last name first before first name, and the other system has first name first followed by last name, you’ll have a mess on your hands. Country codes and industry information can also pose a challenge, just to name a few.

Data-driven campaigns require clean, operational, quality data. Wrongly formatted names can spell disaster for an email campaign, for instance. A phone number with a HubSpot format of “512-555-5555” won’t transfer cleanly to NetSuite if its fields are set up as “(512) 555-5555.”

Another native integration limitation is with the types of data shared between systems. Many native integrations and third-party integration tools only work with contact data. Marketing and sales teams need more than contacts. They need data from all fields.

Managing data flow and data standardization is the key to gaining the insights you need from HubSpot and NetSuite. The tool should work how you work, do what you need it to do at multiple levels, and present data in ways that support your business processes. Native integrations can’t do this. Only a highly configurable integration tool will.

All of this assumes the two systems you want to connect with actually have native integrations with each other. Quite often, you’ll find there are no available native integrations to critical systems. You may get common ones, such as HubSpot with NetSuite, but you won’t be able to connect either of those to other business systems. You will need to go beyond native integrations and partner with a provider with a solution that can connect with any system, even those outside of sales and marketing.

Want to learn more about how to empower your sales and marketing teams with a more accurate picture of the customer across channels? Request a demo of Vertify so they can close deals faster.

Author: Matt Klepac | CEO | Vertify

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