AMTdirect is a leading maker of real estate management software. Their platform helps their customers manage projects and administer their investments and holdings. Their customers include big brands like Domino's, Lowe's and Enterprise Rent-a-car.
AMTdirect recently implemented HubSpot for marketing automation, which they are using for contact management, marketing automation and a website CMS. AMTdirect also uses NetSuite in house. Both for CRM and financial capabilities, NetSuite serves as the main "system of record" at AMTdirect.
With HubSpot collecting and managing leads and contacts, there was a need to integrate these two business critical cloud applications together. AMTdirect needed a bidirectional integration that would both sync and update contacts from HubSpot into NetSuite so that their sales reps could work new leads quickly and efficiently. They also needed to sync Lead, Contact, Prospect and Customer data from NetSuite back into HubSpot to inform and automate their email and lead nurutring campaigns.
After a short search for an integration provider, AMTdirect chose Bedrock Data to handle their bidirectional NetSuite/HubSpot integration.
AMTdirect initially setup a few very core fields to sync and stay updated between HubSpot and NetSuite, these include contact information like name, email, phone number, etc... Because they have been NetSuite customers for much longer than they have been using HubSpot, they decided to make NetSuite the "system of record" for many of these fields. Other fields that they added to sync include:
Lead Source: For now, lead source is something that AMTdirect tracks in NetSuite first, and is a reference to the origin of a lead that they've populated in NetSuite. this data then syncs to HubSpot where it is used in smart lists to target specific HubSpot contacts for marketing campaigns.
Status: The fact that the Lead Status fields is kept up to date in HubSpot as it changes in NetSuite (via the Bedrock integration), allows AMTdirect to automatically pop HubSpot contacts in and out of smart lists, which will both enroll and unenroll those contacts into HubSpot marketing workflows. It also gives AMTdirect the ability to sync an initial status over to NetSuite from their HubSpot forms, something that's very useful.
Sales Rep Owner: This field is an excellent field to map in any integration. Essentially it allows AMTdirect to sync over the name of the sales rep who is the "owner" of a particular lead in NetSuite, to HubSpot. This allows them to send email out of HubSpot that appears to be coming from the lead's owner, a very powerful use case and feature of any integration. With Bedrock's ability to update data, this field will stay up to date in HubSpot as well, should the NetSuite lead owner change at some point in the lead's lifetime.
AMTdirect also takes advantage of Bedrock Data's workflows feature, which allows them to filter which records should be included in the integration. For the purposes of AMTdirect's integration between HubSpot and NetSuite, they didn't want to sync HubSpot "subscribers" over to NetSuite, opting to only sync records that have a lifecycle stage of "lead" or greater.
On the flip side, they wanted to limit which records sync from NetSuite to HubSpot by looking at the email field, and just making sure that a lead or contact actually has an email address before syncing it to HubSpot, which makes total sense (a record without an email address isn't very useful in a marketing system like HubSpot).
“Bedrock enabled us to get way more value out of our new HubSpot portal by creating a seamless integration with our existing NetSuite instance. We wouldn't be able to use HubSpot and NetSuite nearly as effectively without integrating them through Bedrock Data's platform.”