Would you like to have consistent and accurate customer data in HubSpot at all times without any IT projects? That’s exactly what MARINI is for.
With seven Hubs, HubSpot has become the central nervous system for customer interactions: Marketing, Sales, Service, Content, Operations, Commerce and Data Hub. But the more teams work in HubSpot, the clearer it becomes: the platform only delivers its full value when data from ERP, e-commerce, marketing automation and data quality is available in real time.
MARINI connects your HubSpot bidirectionally with your entire ecosystem. Contacts, Companies, Deals, Products, Custom Objects and activities flow between systems — validated, deduplicated and with clear mapping. No installation in HubSpot, no dependency on third-party infrastructure, with continuous monitoring and alerting.
A HubSpot integration that merely syncs fields doesn’t solve the problem. It shifts it. What’s missing is orchestration: validation before writing, enrichment before routing, deduplication before scoring. Only when data is not just moved but qualified does a reliable data foundation for marketing, sales and service emerge.
This is especially true for HubSpot, because the platform is more modular than many assume. Marketing Hub, Sales Hub and Service Hub can operate independently — often even in parallel with another CRM. In these scenarios, a simple field sync isn’t enough. The integration must understand which Hub owns which data, which rules apply per field and how conflicts are resolved.
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.
The following lists show a selection of the most popular HubSpot integrations with dedicated landing pages. MARINI can connect significantly more systems and also offers the ability to develop custom adapters for bespoke systems, on-premise solutions or systems not yet listed.
Synchronize master data, orders, invoices and prices bidirectionally. From master data creation to invoice status: ERP integration makes financial data visible in sales and CRM data usable in the back office.
Dual CRM, hub strategy or migration: keep leads and contacts consistent. Whether HubSpot Marketing Hub in front of Salesforce or Service Hub alongside Dynamics — MARINI synchronizes contacts, companies and activities across CRM boundaries.
Make orders, customers and product data actionable for marketing and service. Shop transactions flow automatically into HubSpot so sales and marketing can segment and automate based on actual purchasing behavior.
Marketing automation, data quality, lead routing and translation: specialized systems that extend HubSpot with targeted capabilities. From campaign synchronization to data enrichment to automatic translation.
Explore the available standard integrations for HubSpot and activate them directly through your MARINI account.
MARINI builds custom integrations for any system with an API — proprietary developments, on-premise solutions, or unlisted systems. Delivered within days.
The following scenarios describe typical business processes that HubSpot customers can automate across systems with MARINI. Each use case spans multiple system categories and goes beyond simple field synchronization.
Lead-to-Cash: From first touchpoint to paid invoice. A marketing-qualified lead is captured in HubSpot, developed into a sales-qualified lead through scoring and workflows, and added as a deal to the pipeline. Once the deal is won, master data flows validated into the ERP, the order is created, and the invoice is generated. The invoice status is then visible in the HubSpot deal, so Customer Success can act proactively instead of waiting for inquiries. The result: less idle time between sales and finance, a traceable pipeline and faster revenue.
360-degree customer view: All interactions in one place. Orders from Shopware, support tickets from Service Hub, campaign responses from Evalanche and outstanding balances from SAP — when this data remains siloed, every team is missing part of the full picture. MARINI consolidates transactional data from ERP, e-commerce and marketing automation in the HubSpot timeline. A sales rep can see before a call whether the last invoice has been paid, which products the customer purchased in the shop and whether an open support ticket exists.
Master Data Management: One golden record across system boundaries. Which system has authority over the company address? Where is the industry classification maintained? What happens with conflicting phone numbers? MARINI defines per field and per object which system is authoritative, validates required fields before writing, checks for duplicates based on configurable rules and assigns unique IDs. The result is a permanently consistent data set that remains intact even after system updates and migrations.
Marketing-Sales Alignment: Scoring based on complete data. Lead scoring only works reliably when all relevant signals are included: campaign interactions from marketing automation, website behavior from the Content Hub, company data from D&B and deal status from the Sales Hub. MARINI synchronizes scoring-relevant attributes in real time between systems so marketing and sales work from the same data foundation. This reduces friction during lead handover and ensures that sales works the right leads at the right time.
Whether it’s a single process or a complex system landscape: We work with you to align your use cases and identify the right integration strategy. I look forward to the conversation.
Andreas Gozian, Chief Sales Officer at MARINI
HubSpot integration is not an industry-specific topic — it is a process-driven one. That said, the concrete requirements vary considerably: in the financial sector, the focus is on compliance, KYC processes, and regulated data flows. In mechanical engineering and manufacturing, the priorities lie in partner sales, aftermarket processes, and complex customer structures with hierarchical relationships. In the media industry, it is subscriptions, reader engagement, and multi-channel distribution that drive integration needs. The following industry pages demonstrate how MARINI addresses these requirements in practice.
There are various ways to connect HubSpot with other systems. The differences lie in flexibility, maintainability and control.
Native connectors vs. integration platform. HubSpot offers native connectors and, with the Operations Hub, its own Data Sync service for numerous applications. For simple field synchronization between two systems, this may suffice. However, as soon as Custom Objects come into play, complex mapping rules are needed, cross-system deduplication is required or more than two systems need to be synchronized, native connectors reach their limits. MARINI provides full control over mapping, validation and transformation — independent of your HubSpot plan.
Custom development vs. lasting platform. Custom code solutions using webhooks and serverless functions work initially. But they quickly become expensive to maintain: every API change on either side requires manual rework, monitoring is often missing, and when the developer leaves the company, the knowledge goes with them. MARINI replaces one-off projects with a lasting platform featuring pre-configured adapters, automatic monitoring, error alerting and comprehensive documentation.
Generic iPaaS vs. specialized solution. Generic integration platforms offer hundreds of connectors and maximum flexibility. In return, you build every integration yourself: defining mapping, programming error handling, designing transformation logic. MARINI comes with pre-configured adapters that already understand the data models of HubSpot, SAP, Salesforce, Shopware and other systems. This shortens implementation, reduces error sources and ensures the solution runs stably even after updates to both systems. On top of that: EU-only hosting, ISO 27001-certified data center and GDPR compliance are not an add-on — they’re standard.
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.
MARINI supports all standard objects: Contacts, Companies, Deals, Products, Line Items, Quotes, Tickets and activities (emails, calls, meetings, notes). In addition, Custom Objects are fully supported and can be synchronized just like standard objects.
MARINI uses the official HubSpot REST API with OAuth 2.0 authentication. Webhooks enable event-based real-time synchronization, so changes in HubSpot are immediately passed on to connected systems. HubSpot’s rate limits (depending on plan: 100 to 200 requests per 10 seconds) are automatically respected.
Yes, fully. Custom Objects are treated just like standard objects: bidirectional synchronization, mapping, validation and deduplication. Associations between Custom Objects and standard objects (e.g., a Custom Object “Contract” associated with Companies and Deals) are also supported.
Yes. MARINI supports both event-based real-time synchronization via webhooks and interval-based batch synchronization. In practice, a combination is often used: critical status changes (e.g., deal won, invoice paid) in real time, extensive master data updates in batch.
No. MARINI is a cloud platform hosted entirely in an EU data center (ISO 27001-certified). No installation in HubSpot, no Azure tenant and no proprietary infrastructure is required. On-premise systems like SAP S/4HANA can also be connected via secure connections.
MARINI allows data ownership to be defined per field and per object. HubSpot is typically authoritative for marketing activities, pipeline status, lead scoring and sales activities. The ERP owns master data such as customer numbers, prices and payment terms. In case of conflicts, configurable rules determine which value wins.
MARINI checks for duplicates during every sync operation based on configurable matching rules: email address, company name, D-U-N-S number or combinations thereof. In HubSpot, companies are called “Companies” (not Accounts), and the association with Contacts is handled through associations. MARINI maps this logic correctly and prevents duplicates from arising due to different naming conventions.
Yes. MARINI offers a no-code interface with logs, monitoring and alerts. Customers and partners can adjust mappings, monitor sync runs and analyze errors without writing any code. Those who want support can use MARINI’s Professional Services: from collaborative implementation to fully managed operations.
We have been working with MARINI for a long time and are very satisfied with the collaboration. We particularly appreciate their high level of flexibility, excellent communication, and fast response to our requirements. The platform integrates seamlessly into our dynamic environment and helps us achieve our goals efficiently. MARINI is a reliable partner, and we recommend them without reservation.
With MARINI’s integration solutions, we eliminate customer data silos and orchestrate marketing automation campaigns seamlessly across systems.
MARINI is our preferred partner for HubSpot integrations into complex system landscapes—technically strong, reliable, and ideal for joint projects.
We support you in integrating HubSpot with other systems. Personalized. Tailored to your goals.
