Would you like to have consistent and accurate customer data in HubSpot and CAS SmartWe at all times without any IT projects? That’s exactly what MARINI is for.
With MARINI, the integration of HubSpot and CAS SmartWe is ready to use in just a few days and grows flexibly with your requirements.
And the best part: we handle the integration for you. Our experts set up your HubSpot CAS SmartWe interface on your behalf or together with your team.
Important note: The video shows the integration of HubSpot with SAP C4C. Of course, connecting to HubSpot with CAS SmartWe and many other systems is also possible.
HubSpot is the customer platform for marketing and service. CAS SmartWe is the cloud CRM for small businesses and teams seeking a lean, cost-effective solution for contact management and sales pipeline.
The HubSpot CAS SmartWe integration combines the strengths of both worlds: marketing automation and lead generation from HubSpot meet focused sales operations in SmartWe. The result is seamless processes without media breaks, where every lead finds its way and no contact gets lost.
The integration enables a wide range of scenarios that bring marketing and sales closer together. Here are the key use cases:
Automatically create leads from HubSpot in SmartWe. As soon as a lead reaches a defined qualification stage in HubSpot, it is automatically created as a contact in CAS SmartWe. Sales can start working on it immediately, without manual imports or copy-paste.
Synchronize contacts and companies bidirectionally. Changes to master data flow in both directions. Whether a new phone number is entered in SmartWe or an email address is corrected in HubSpot, both systems remain consistent.
Make marketing activities visible in the CRM. Sales can see directly in SmartWe which emails a contact has opened, which forms they have filled out, and how actively they interact with your content. This significantly improves call preparation.
Link sales opportunities with HubSpot deals. Deals in HubSpot and sales opportunities in SmartWe are synchronized. Marketing and sales share the same view of the pipeline, without duplicate data entry.
Synchronize opt-in and consent status. GDPR-compliant consent status is aligned between both systems. This ensures that only contacts with valid consent receive marketing communications.
Many additional scenarios are possible. The integration grows with your requirements.
The use cases on this page are not theoretical, but implementing them requires experience. You can set up integration and data management yourself through MARINI’s no-code interface, or have our team configure it for you. For implementation in your systems, we work collaboratively with you and your service providers. If you don’t yet have a suitable service provider, we’re happy to recommend an appropriate partner from our network.
Andreas Gozian, Chief Sales Officer at MARINI
Country Lead Germany & Director Corporate DACH at HubSpot Inc.
MARINI serves as a crucial partner, perfectly extending HubSpot’s capabilities for companies with complex system landscapes. Through seamless integration of SAP, legacy systems, and diverse data sources, we collectively create a true single source of truth. Particularly valuable: Our mid-market customers can retain their established IT structures while still leveraging HubSpot’s full power – with clean data, automated processes, and a 360-degree customer view that delivers measurable business results.
Member of the Executive Board at CAS Mittelstand CRM – CAS Software AG
The partnership with MARINI offers our customers and partners new opportunities to integrate any systems quickly and flexibly. We successfully deliver both simple integrations and complex integration requirements (data management, ETL processes, etc.) together with our partner MARINI.
Principal Enterprise Account Executive DACH at HubSpot Inc.
With MARINI, our customers can get started quickly and easily, implementing their first integrations in the shortest possible time. At the same time, the platform offers the flexibility to gradually map even very complex use cases step by step. This enables us to seamlessly integrate HubSpot even in the most demanding system landscapes and deliver real added value for our customers.
Principal Partner Manager & Team Lead at HubSpot Inc.
For us at HubSpot, integrations with ERP systems like SAP S/4HANA are a daily topic. With MARINI, we have found a reliable partner for this. The connection between HubSpot and SAP S/4HANA is just one of the projects where we have brought customers to success through excellent collaboration.
For: C-Level, Managing Directors, Business Development
Higher conversion through faster lead response. When leads automatically reach sales in real time, response time drops dramatically. Studies show that responding within one hour increases the chance of closing by up to seven times. With the HubSpot CAS SmartWe integration, handover happens in seconds.
Transparency on marketing ROI. Finally, you can see which marketing campaigns actually drive revenue. Because leads, opportunities, and closed deals are tracked end-to-end, you can make informed decisions about budgets.
Lower system costs through focused tools. Instead of an expensive all-in-one solution, you use HubSpot for marketing and SmartWe for sales. The integration ensures both systems work as one, while cost per user remains manageable.
For: Marketing, Sales, Customer Success, Operations
Marketing hands over qualified leads, not raw data. With lead scoring in HubSpot, you define when a lead is ready for sales. Only then does the handover to SmartWe occur. Sales no longer receives cold contacts, but warm leads with demonstrated interest.
Sales sees the complete customer journey. Which blog posts did the contact read? Which whitepaper did they download? Which pricing page did they visit? All this information from HubSpot is visible directly in SmartWe and helps guide conversations.
No more duplicate data entry. Contact data is captured once and synchronized automatically. No more asking which system has the current data. Both systems always show the same status.
Campaign attribution stays intact. Sales can see which campaign a lead originated from. This enables not only better conversations but also precise feedback to marketing on which campaigns actually perform.
For: IT, Development, System Architects, Admins
No installation required in HubSpot or SmartWe. The MARINI Integration Platform connects both systems via their APIs without installing plugins or extensions. This means no conflicts during updates and no dependencies on third-party code in your systems.
Bidirectional real-time synchronization. Changes are synchronized in both directions, either triggered or scheduled. You decide which objects and fields flow in which direction and under which conditions.
No-code configuration with full flexibility. Through the intuitive HubEngine user interface, you configure mappings, field rules, and conditions. For complex transformations, the DataEngine is available. Developer resources are not required for basic configuration.
GDPR-compliant with EU hosting. All data is processed in ISO 27001 certified data centers within the EU. Logs and monitoring enable complete traceability of every data movement.
Business-critical data deserves maximum reliability. At MARINI, security isn’t an add-on—it’s our lived standard. Our security architecture at a glance:
This keeps your central data infrastructure stable, protected, and scalable at all times. Together, we’ll find the right integration and tailor it precisely to your requirements.
Typically, contacts and companies from HubSpot are synchronized with contacts and companies in SmartWe. This includes deals and sales opportunities, activities such as emails, calls, and meetings, as well as marketing interactions like form submissions and email engagement. All modules available through both systems’ APIs can be integrated.
Synchronization is fully configurable in both directions. You decide per object and even per field whether data flows both ways, only from HubSpot to SmartWe, or only from SmartWe to HubSpot. Asymmetric scenarios are also possible, such as creation in one direction only, with updates in both.
The integration supports real-time synchronization via webhooks and triggers. Alternatively, synchronization intervals can be defined. The specific configuration depends on your requirements. For most use cases, near-instantaneous synchronization is achievable.
No. The MARINI Integration Platform connects both systems via their native APIs. No plugins, apps, or extensions are installed in HubSpot or CAS SmartWe. This eliminates dependencies and potential conflicts during system updates.
Yes. All components of the MARINI Integration Platform are operated in ISO 27001 certified data centers within the EU. The platform supports synchronization of consent status and opt-in information between systems, enabling you to implement GDPR-compliant processes.
Duration depends on the scope of requirements. For standard scenarios such as synchronizing contacts and companies, the integration can go live within a few days. For more complex requirements involving field transformations or conditional logic, we plan the setup together. Optionally, MARINI handles the complete setup as a full-service offering.
The integration of our marketing automation (Evalanche) and Salesforce via MARINI takes our data quality to a new level and provides the basis for successful account-based marketing.
Data is only the gold of the digital age when it is integrated and consistently translated into decisions. That is exactly what MARINI stands for: we connect data sources, make data actionable, and enable purpose-driven, model-based analytics—fully aligned with the principles of Robotic Selling.
With MARINI, we use a reliable interface between our existing ERP system and HubSpot. The data exchange works seamlessly and delivers tangible added value in our day-to-day operations. We are particularly impressed by the platform’s clear structure as well as the direct and straightforward communication with the support team.
We support you in integrating HubSpot and CAS SmartWe. Personalized. Tailored to your goals.
