Would you like to have consistent and accurate customer data in HubSpot and Dynamics 365 Business Central at all times without any IT projects? That’s exactly what MARINI is for.
With MARINI, the integration of HubSpot and Dynamics 365 Business Central 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 Dynamics 365 Business Central 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 Dynamics 365 Business Central and many other systems is also possible.
HubSpot is your customer platform for marketing, sales, and service. With seven specialized hubs, you manage leads, deals, campaigns, and the entire customer journey. Dynamics 365 Business Central is your ERP system for finance, procurement, sales, and warehouse management. Built for small and medium-sized businesses that rely on Microsoft 365.
The HubSpot Dynamics 365 Business Central integration connects marketing and finance without media breaks. Leads become customers, deals become orders, invoice status becomes account insights. Your teams work with consistent data, in real time, without manual transfers. That means fewer errors, faster processes, reliable forecasts.
The integration transforms isolated systems into an end-to-end workflow. Here are the typical scenarios.
Automate lead-to-cash end-to-end. A qualified lead in HubSpot becomes a contact, then a deal. Once the deal is won, a sales order is automatically created in Business Central. Products, prices, discounts are transferred. Status flows back to the CRM. Your sales team sees where the order stands, finance immediately begins processing. No lost orders, no inquiries via email.
Synchronize customers and contacts bidirectionally. Customers from Business Central become companies in HubSpot, including contact details, addresses, payment terms. When marketing updates a company entry, it flows back to the ERP. New HubSpot contacts are created in the ERP as soon as they become relevant. One customer view for all teams, no duplicates, no outdated data.
Transfer products and prices from ERP to CRM. Items and price lists from Business Central are available in HubSpot. Sales creates quotes with real prices, customer-specific discounts, and current product data. When terms change in the ERP, sales sees them immediately. The end of Excel lists and incorrect calculations.
Make invoice status visible in CRM. Open items, payment receipts, and dunning status from Business Central appear directly in the HubSpot company record. Customer success and sales know whether a customer pays on time or is overdue. Conversations become proactive, dunning becomes targeted, escalations are avoided. Finance receives fewer inquiries because the CRM already has the answer.
Reconcile pipeline forecasts with actual revenue. Deals in HubSpot have a forecast value. Actual sales orders and invoices come from Business Central. The integration brings both together. You see which deals have materialized, where pipeline and revenue diverge, how reliable your forecasts are. This improves forecasts and makes budget discussions fact-based.
Set up workflows for automatic order creation. As soon as a deal in HubSpot reaches a certain status, a sales quote or sales order is created in Business Central. Workflows can send notifications, inform teams, create follow-up tasks. All rule-based, without manual intervention. Your operations run in the background while your team focuses on customers.
Beyond this, many more scenarios are achievable. 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.
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, Executive Management, Business Development
Faster cash conversion cycle. In many companies, it takes weeks from lead to paid order. Inquiries sit in HubSpot, someone has to manually transfer them to the ERP, finance has to ask what was meant. The integration drastically shortens these idle times. Deals immediately become orders, invoices follow automatically. This accelerates your cash flow and reduces working capital.
Reliable forecasts for strategic decisions. When pipeline data from HubSpot and actual revenue from Business Central flow together, you get a realistic picture. You see which deal stages historically lead to revenue, how quickly opportunities convert, where your sales team is too optimistic. This makes budget planning, hiring decisions, and investments predictable.
Scale without overhead. Manually maintained data bridges work as long as the team is small. During growth, they become a bottleneck. New employees must learn who enters what where. The integration scales with you. You can open markets, add products, grow teams without your system landscape collapsing.
For: Marketing, Sales, Customer Success, Operations
Sales sees payment behavior in CRM. Before a customer meeting, the sales rep checks the HubSpot record. There you’ll find not only deals and activities but also open items from Business Central. If the customer is overdue, sales can proactively address the topic. If the customer pays on time, upselling conversations are easier. No surprises, no embarrassing moments.
Marketing sees which campaigns lead to revenue. HubSpot tracks which campaign generated a lead. Business Central shows which revenue resulted from it. Marketing can calculate ROI per campaign, shift budgets strategically, optimize channels. The discussion shifts from vanity metrics to real business outcomes.
Finance no longer has to ask what was meant. Previously, a deal came from sales, finance had to guess which customer was meant, which products were sold, at what price. Now all information is structured in the system. Sales orders are created automatically with correct line items. Finance can immediately invoice without inquiries, without delay.
Customer success identifies churn risks earlier. A customer has many support tickets in HubSpot and simultaneously overdue invoices in Business Central. That’s a warning signal. Customer success sees both pieces of information together and can intervene before the customer cancels. Proactive retention instead of reactive firefighting.
For: IT, Development, System Architects, Admins
Bidirectional synchronization with conflict resolution. HubSpot and Business Central both have their own data logic. The integration maps customers to companies, contacts to contacts, sales orders to deals. When one system changes a record, the change flows to the other system. Conflicts are resolved according to defined rules: Which system leads for which attribute? Who wins with simultaneous updates? You define the logic, MARINI implements it.
REST APIs, OData v4, and OAuth 2.0. HubSpot offers a comprehensive REST API, Business Central uses OData v4. Both systems support modern authentication via OAuth 2.0. The integration accesses both APIs without you having to operate your own middleware. Webhooks and subscriptions ensure event-based updates. That means real-time sync, no batch jobs, no overnight waiting times.
Custom fields and custom objects are supported. Every company has specific requirements. Perhaps you track industry codes in HubSpot that are mapped as dimensions in Business Central. Or you have custom objects for service contracts that should be synchronized with jobs. The integration maps all fields, including custom fields, and can be extended when new objects are added.
No installation required in the systems. MARINI sits between HubSpot and Business Central, accessing via APIs. No plugins are installed in HubSpot, no AL extensions are deployed in Business Central. This reduces maintenance effort and makes updates straightforward. Both systems remain in their standard state, the integration lives in the MARINI layer.
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.
In HubSpot, typically contacts, companies, deals, products, line items, and quotes are synchronized. In Business Central, these correspond to customers, vendors, items, prices, sales quotes, sales orders, and invoices. Depending on the use case, also tickets, activities, and custom objects. The integration maps objects bidirectionally and ensures changes flow in both directions.
HubSpot offers a comprehensive REST API with OAuth 2.0 authentication, webhooks enable event-based real-time synchronization. Business Central uses modern OData v4 REST APIs for all standard entities, webhooks (subscriptions) enable event-based synchronization. MARINI accesses both APIs without plugins or extensions needing to be installed in the systems.
Yes, custom objects and custom fields are fully supported and can be synchronized like standard objects. You can map any custom fields in HubSpot with fields in Business Central. Custom objects like service contracts or projects can also be integrated. Configuration is done through the MARINI interface without programming.
Yes, MARINI can connect both Business Central Online (SaaS) and Business Central on-premises. On-prem systems are securely connected without installations needed in the Business Central system. This also applies to older Dynamics NAV installations that have not yet migrated to Business Central.
HubSpot is typically the source of truth for marketing activities, pipeline status, lead scoring, and sales activities. Business Central is the source of truth for product master data, prices, financial data (invoices, open items), and operational documents (orders, deliveries). You define which system is the source of truth for which attribute. The integration ensures both systems remain consistent.
Duration depends on scope. A basic integration with customers, contacts, deals, and sales orders can go live in a few weeks. More complex scenarios with custom objects, extensive mappings, and multi-stage workflows require more time. MARINI provides clear project planning with milestones. After go-live, you can gradually expand the integration.
MARINI is our preferred partner for HubSpot integrations into complex system landscapes—technically strong, reliable, and ideal for joint projects.
With MARNI, we were able to successfully optimize our digital sales processes. We were particularly impressed by the flexibility and scalability of the platform, which helped us to implement our projects quickly and efficiently.
For the digital marketing of our dairy products, we successfully leverage the high-performance, flexible, and sustainable MARINI integration platform.
We support you in integrating HubSpot and Dynamics 365 Business Central. Personalized. Tailored to your goals.
