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Zak Pines | September 16, 2016

Integrating ConnectWise & HubSpot, what do I need to know?

Bedrock Data has recently launched an updated ConnectWise connector built on ConnectWise's REST API and featured as a certified Connector Partner in the ConnectWise Marketplace

This is part two in a four-part series reviewing some of the key use cases. We have already covered the ConnectWise-SalesForce integration, and here we will cover the marketing automation use case for those connecting HubSpot with ConnectWise. 

Who pairs ConnectWise & HubSpot?
Businesses using ConnectWise for CRM and/or support management want to tie in a new or existing HubSpot instance in order to better connect their marketing efforts with sales and support.  HubSpot can be used as a full marketing database and marketing automation platform, and also has the capabilities as a full content management system to manage and host a company website (optional). HubSpot is best known for being a complete set of tools for managing a comprehensive inbound marketing program including blog and social media as a centerpiece to a company's demand generation strategy. 

How does Bedrock Data integrate ConnectWise & HubSpot?
Bedrock Data unifies, aligns and synchronizes data across ConnectWise and HubSpot to help you get a single view of the customer - marketing, sales and support are all working with the latest, updated data around a customer. This also allows a company to track it's marketing leads from HubSpot through to ConnectWise to measure the results and effectiveness of marketing.

What objects are integrated?
Bedrock Data bi-directionally synchronizes data between HubSpot and ConnectWise, aligning data between the two systems, using the below data objects:

Bedrock Data HubSpot ConnectWise
Owner Owner Member
Contact Contact Contact
Company Company Company
Opportunity Deal Opportunity
Activity Engagement Activity
Ticket   Ticket


Show me screenshots!
Here's what a common data flow looks like across HubSpot and ConnectWise. Note that the integration is bi-directional and all of the above data is kept in sync between both systems.

1) A new lead starts in HubSpot as a contact record 


2) That lead synchronizes to ConnectWise - you setup the rules that qualify a lead to be pushed from HubSpot to ConnectWise. Usually this is triggered based on reaching the marketing qualified stage.


3) Additional activities are bi-directly synchronized between both HubSpot and ConnectWise. 
As prospect/customer engages with website, participates in marketing campaigns or views content, these activities are logged in HubSpot and then synchronized to ConnectWise for visiblity by sales and/or support teams. 3-Marketing-Activity-HubSpot.png

4) Here's a view of those same activities in ConnectWise 4-Pushed-to-ConnectWise.png

5) Valuable HubSpot fields such as "conversion event" are visible to sales through ConnectWise5-HubSpot-fields-in-ConnectWise.png

Lastly, ConnectWise opportunity data is synchronized back to HubSpot Deals, which enables closed loop reporting from HubSpot on marketing effectiveness connected to key CRM data such as opportunities and $ value. 

How about existing CRM data?
This is also a strong use case, as you can map any of your custom fields on ConnectWise contacts or accounts to HubSpot, giving you a lot of control for managing lists, emails and workflows to those lists, including:

  • Setup of smart lists, dynamically updated by the CRM data originating in ConnectWise and syncing to HubSpot
  • Run multi-touch campaigns to these segmented lists
  • Trigger workflows based on changes to this data e.g. a customer's status or product affiliation changes

How do I get started?
Contact Us to get started!  The process is to map the data fields between the two systems, test, and then turn on the bi-directional synchronization between your HubSpot and ConnectWise systems.

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