Integrations & apps

Customer needs are different, and various tech stack functionality can usually not be broken down to one certain system only. Statistically, in 2021, global companies average by using about 110 different SaaS services. We respect this and have all the skills you need when it comes to technical strategists, IT architects and backend developers.
fredrik-landstrom-04

Integrations

From you existing CRM to financial systems

No matter how much we praise HubSpot (and rightly so), there might be reasons why you can not replace your entire IT architecture with a one-solution-fits-all. Sometimes it is a matter of too time consuming change management, already decided on systems, home-made platforms, ERP functionality or financial systems, where all softwares plays an important role in the company's success.

Oftentimes, it is one of the following platforms we help customizing an integration for:

  • CRM-system
    (Salesforce, Microsoft Dynamics, Sugar, Lime, UpSales, Pipedrive, Membrain etc)
  • CMS
    (WordPress, Optimizely,  EpiServer, Wix etc)
  • ERP
    (SAP, Microsoft Dynamics,  Business One, Oracle, Odoo etc)
  • Finance
    (Visma, Fortnox, Chargebee, Younium etc)
  • E-commerce
    (Shopify, WooCommerce, Magento, Wix, Konakart etc)
  • Ticketing/Customer support
    (Zendesk, Freshdesk, Zoho, Intercom, Autotask etc)
  • SaaS app usage
    (StartDeliver, Kissmetrics etc)
  • Business intelligence/BI
    (Power BI, Qlik Sense/View, SAP etc)
  • Lead intelligence
    (Vainu, Clearbit, Zoominfo, Dun & Bradstreet (Bisnode) etc)
  • Recruiting/ATS
    (Teamtailor, Ponti, Intelliplan etc)
  • And everything else, of course
    (OneSignal, Caspeco, Muntra, Skalpell, Metodika and many more)

One of the most frequently asked questions we get:

"We’ve recently purchased CRM X and all our sales reps are working in that system. There is a reluctance for system change and we’re questioning if it is worth buying HubSpot if we do NOT use the HubSpot CRM as well?"

These are all highly relevant questions. Of course, you shouldn't change systems if the gain does not exceed the potential loss. In this scenario, it is a no-brainer to connect HubSpot to your existing CRM. We want to be able to see the entire customer journey! The marketing department wants to know if the delivered leads are high quality and if they actually became a closed won deal (to be able to calculate ROI), and sales reps want lead insights to find areas of interest and lead behaviour before it's time to pick up the phone.

How do we actually know if we can connect our current systems?

First and foremost, see if you can find an integration that suits your needs in the HubSpot App Marketplace. A lot of "native" integrations are listed here which means, a more or less, simpler "plug'n'play" solution. Most of them are free of charge and do not require any developer skills.

If you don’t find what you are looking for, or want a more sophisticated solution, Invise is here to help. We have experience building everything from more simple connectors to giant integrations - so you can get a measurability and platform that works FOR you, and not the opposite way around.

In addition to the bullet points above, we’ll list a number of successful integrations we have experience in, further down on this page. If you are unsure or want to discuss this, we are always here for questions. An integration project requires many moving parts - initially from a business perspective, but also requirements and developer perspective. We have highly skilled employees who can explain the integrations in a pedagogical and more easy to consume way (for those who want to understand the bigger picture), but are also used to speaking developer lingo and focusing on the complexity required (for the resources that need more granularity).

Invise is your go-to supplier for HubSpot integrations

HubSpot's API is one of the world's most well-documented. We have deep knowledge in all corners of HubSpot, whether it's in terms of functionality in the actual platform / UI itself or in terms of which set of rules we have to adapt to in terms of HubSpot's external tentacles - the HubSpot API.

In addition to being one of HubSpot's most trusted partners in complex implementation (see our Elite status), så är vi också certifierade enligt HubSpots "Data Integrations Certification".

Some of the integrations we have built

Integrate more. But also integrate smarter, and not just “because”. The first question you need to ask yourself is: Why? What do we want out of this and what is the actual purpose? That’s a kick-ass start.

Fredrik Landström, CTO

Apps

We are not an actual app agency, but we build apps anyway

Sometimes we feel that there is functionality missing. Functionality that will streamline, complement and adapt us to what the market looks like. We've built a lot of apps, but we believe that four of them are most relevant - for everyone.


CookieVise

Do you know ITP 2.3? Or ETP for that matter? There are surprisingly few marketing people who actually know what that means. And how EXTREME impact the uncertainty affects your results and measurability. We did a quick survey on about 200 websites that are using HubSpot tracking script and only 1 of them was unaffected.

To keep it short: ITP 2.3 (or Intelligent Tracking Prevention 2.3) and similar features are "privacy-preserving" efforts that the major browser providers built into their browsers - such as Safari. Usually website cookies have a predefined lifetime. Let's take 13 months (HubSpots tracking cookie). Although you, de facto, have the legal basis to use this cookie (according to GDPR regulations), Safari will ignore it. The browser will delete all first-party cookies after 30 days instead of 13 months.

But how does this affect me? Well, first of all, it will seem like you have a lot of "new visitors" in your website analytics view. But a lot of these are actually recurring visitors, but based on the fact that the cookie has been deleted by ITP 2.3 = they will be interpreted as new visitors. One more example; some companies rely on lead scoring and, based on website behavior, personalizing and segmenting the customer journey. For these companies the data becomes very unreliable as they lose the tracking after 30 days and thus, at least every 31 days needs an already known visitor to convert again, and again, and again. You see, this is not optimal.

With CookieVise, we’ve solved the problem for WordPress users and HubSpot CMS users! To read more about the app / plugin -Read our product sheet.


GhostVise

Do you host your website in WordPress, but are using HubSpot for marketing purposes? For a long time, it's been a hot topic to discuss SEO and domains. If you buy HubSpot and use it to host your blog on a subdomain (blog.domain.com), do you lose SEO benefits? Yes, based on what we know today, hosting your blog in a subdirectory (domain.com/blog) benefits your SEO far more.

A quick Google search will give you tons of HubSpot community threads. Three topics shows up frequently and all are related to having the blog in HubSpot, but the rest of the website hosted in WordPress:

  • I prefer to have the entire website in the decided-on CMS (WordPress) and do not want to admin the website in two places.
  • I want to be able to associate my WordPress blog posts with HubSpot Campaigns to calculate ROI.
  • I want to get the analytic benefits of having a blog in HubSpot, but continue to use a WordPress blog.

These are perfectly reasonable questions. So, one evening, supported by good drinks and good company, a couple of Invise employees sat down and developed a new app / plugin for WordPress: GhostVise.


With GhostVise, you can keep your blog in WordPress, but the app will create "ghost posts" in HubSpot. We simply trick HubSpot into thinking that your blog is hosted in HubSpot, even though you continue to work as usual in your WordPress installation. Simple, flexible, but based on blood and sweat hacking. The benefits are obvious; HubSpot reporting is top notch, you can associate your blog posts with HubSpot campaigns, and you avoid losing SEO power by staying in a subdirectory.

Sounds too good to be true? Nope, it actually works. Read more about Ghostvise here!


Breakit Insights

As a sales rep, you want your prospecting and qualifying process to be effective. If you do not buy more expensive Swedish lead intelligence from companies like Bisnode or Vainu, we know a lot of sales reps are relying on allabolag.se. So far, so good!

What happens when you’re qualifying a start-up account? According to allabolag.se, it looks like their turnover is like 1$ per year. What if they just raised 10M$ and are super relevant. This will not immediately show up at allabolag.se.

With our app (a HubSpot CRM Card) Breakit Insights, we automatically search for company news in Breakit’s feed and show the last five listed articles related to the account - seamlessly displayed at the company card in HubSpot! You don’t need to click around anymore, see all the information about company changes and money raised in your natural habitat.

For more information about the app - contact us! 


Playbooks (for Pro users)

By now it is probably old news that the functionality offered in HubSpot is extremely extensive. A very good feature for the sales reps is something called "Playbooks" (read more on hubspot.com).A somewhat lazy translation of Playbooks would be sales manuscripts. During the different sales meetings in the ongoing sales process, you usually want answers to a range of different questions before moving a deal forward in the pipeline. This can be anything from BANT criterias to the customers needs for your specific products.

So what’s the problem? Well, none essentially. On the other hand, the built-in playbooks feature costs a considerable amount in HubSpot license fees, especially if playbooks are the main reason you’re upgrading - playbooks require a HubSpot Sales Hub Enterprise subscription. For many mid-size customers, a HubSpot Professional license is enough. But we don't want you to miss out on this smart functionality, so we built an app (also through CRM Cards functionality). This allows you to use Playbooks - with a less expensive HubSpot license.

For more information about the app - contact us!

Get our advice

Fredrik, CTO

How to connect your tech stack can be rocket science. Contact us if you need advice and recommendations - whether you’re already started the task or need help to get a good know-how.

You’ll get

  • Advice on integrations and apps
  • Q&A regarding our apps
  • Info on how working with Invise could look like

Frequently Asked Questions - FAQ

What is an integration?

An integration simply means that you connect two or more systems. You can think about it like an interpreter. One system speaks one language, the other system another - integrations are usually about “creating” the interpreter, enabling information to be shared between the parties in a smart and efficient way.

Why should I integrate my systems?

There are plenty of answers to that question. Let's say you work as a sales rep, you just closed a deal and want your finance team to create an invoice based on the deal. Instead of manually emailing them all information, we use an integration and “tell” HubSpot to immediately transfer all necessary information to the financial system when a deal closes. When your CFO opens the financial system, there’s an invoice draft with all relevant data from your deal - sent automatically from HubSpot. Or, maybe you just want your chat conversations from another chat software to also appear on a contact card in HubSpot. We’ll fix that too!

How much does integration cost?

If there’s one question difficult to answer, it’s this one. The short answer is: it depends. If you don’t find a "native integration” in the HubSpot App Marketplace,and/or need to build a custom integration, actual working hours may vary from 50 to 2000 hours. The extent of the integration is a result of your goals, what functionality you want and how well documented and intuitive the system we are connecting to HubSpot is.

What do you need in order to estimate the cost?

If you’re interested in a more accurate estimate, or have questions about what an integration project would look like, we recommend you to contact our CTO Fredrik Landström to take the next steps necessary. We have an integration project questionnaire securing we’ll get what's needed to make as good an estimate as possible. But in short, the most crucial part is that you clearly describe what kind of data you like to share between the systems, what the purpose is and how that data is intended to be used - please describe your use cases.

Can you help me connect our current CRM with HubSpot?

In general: yes. We are experienced in most well-known CRMs, but also the smaller CRMs often encountered in the Nordic market. We will always check if there already is an established integration that you can use in a cost-effective way. If we don't find an already-built connection, we’ll give you suggestions on how to scope and estimate the project.

Where do I find more information about your apps?

To find more insights on our apps, we recommend that you read our product sheets (which are listed on this page), or contact our CTO Fredrik Landström who’s been involved in developing them. Do you have an app idea? Contact us and let’s see if we can create something together!

What skills do you have inhouse to build integrations?

We got you covered when it comes to building integrations - complex or small. Invise provides technical strategists, solutions architects, backend developers and support technicians. All to make integration projects as smart and scalable as possible!