Would you like to have consistent and accurate customer data in HubSpot and SAP Business One at all times without any IT projects? That’s exactly what MARINI is for.
With MARINI, the integration of HubSpot and SAP Business One 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 SAP Business One 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 SAP Business One and many other systems is also possible.
HubSpot is the customer platform for marketing, sales, and service with a unified view of all customer touchpoints. SAP Business One is the ERP system for small and medium-sized businesses, combining finance, procurement, inventory, and production in one solution.
The HubSpot SAP Business One integration bridges both worlds: customer data, items, prices, quotes, and orders flow automatically between CRM and ERP. Everyone works with the same data, and the path from lead to invoice becomes a seamless process.
The connection between HubSpot and SAP B1 covers the entire lead-to-cash process. Here are the most common scenarios:
Sync customers and contacts. Business Partners from SAP Business One are automatically created as Companies and Contacts in HubSpot. Changes flow bidirectionally, keeping both systems up to date. The result: one customer view for sales and finance.
Convert deals into orders. When a deal is won in HubSpot, a Sales Order is automatically created in SAP B1. Line items, prices, and terms are carried over. Manual handoffs disappear, and your back office can start working immediately.
Bring items and price lists into your CRM. Items and Price Lists from SAP Business One are available to your sales team directly in HubSpot. Quotes are calculated with real prices, not outdated spreadsheets.
Display invoice status. Open items and payment status from SAP B1 appear in the HubSpot Company record. Your sales team instantly sees if a customer has payment issues and can respond proactively.
Provide inventory levels to sales. Inventory data from SAP Business One is displayed in HubSpot. Your sales team knows whether a product is available before offering it. No more awkward callbacks.
Create new customers in ERP with validation. New Companies from HubSpot are created as Business Partners in SAP B1, including duplicate checking and mandatory field validation. This saves your back office time and ensures clean master data.
Many more 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.
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, Management, Business Development
Shorter sales cycles through seamless processes. When sales and back office no longer wait for manual handoffs, the time from first contact to invoice shrinks significantly. This means faster revenue and better cash flow.
Reliable forecasts based on real data. When pipeline data from HubSpot is matched with actual bookings from SAP B1, you get forecasts you can trust. No more surprises at quarter end.
Scalability without additional headcount. Automated data flows relieve your team. You can grow without proportionally increasing administrative overhead. The integration scales with your business.
For: Marketing, Sales, Customer Success, Operations
Sales sees the complete customer picture. Before your sales rep picks up the phone, they see not just marketing activities in HubSpot, but also open invoices, recent orders, and credit limits from SAP B1. The conversation starts informed.
Marketing segments by actual purchase behavior. With order data from the ERP in your CRM, you can build campaigns based on real revenue: customers who haven’t ordered recently, customers with high order values, customers who only buy certain product categories.
Customer Success responds proactively. When an important customer has payment delays or a delivery issue, your CSM team learns about it from the HubSpot record, not from an angry email.
Operations receives clean order data. Orders from HubSpot arrive in SAP B1 complete and validated. No follow-up questions about missing fields, no manual corrections. The back office can proceed immediately.
For: IT, Development, System Architects, Admins
REST APIs on both sides. HubSpot offers a comprehensive REST API with OAuth 2.0. SAP Business One provides the Service Layer (REST/OData). MARINI connects both via the HubEngine, without touching your systems.
On-premises is no problem. Many SAP Business One installations run on-prem or hybrid environment. MARINI can securely connect these systems without installing anything in the B1 system.
Bidirectional and in real time. Changes in HubSpot trigger updates in SAP B1 and vice versa. You decide per field which system is the source of truth. Conflicts are resolved by clear rules, not by chance.
Mapping, validation, and monitoring included. The no-code interface lets you adjust field mappings, define mandatory fields, and detect duplicates. Logs, alerts, and a dashboard show you what has been synced at any time.
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, Business Partners (as Companies and Contacts), Items (as Products), Price Lists, Sales Quotations, Sales Orders, Invoices, and Inventory are synchronized. Custom Fields and Custom Objects can also be included. The exact scope depends on your use case.
Yes. Many SAP B1 installations run on-prem or hybrid environment. MARINI can securely connect these systems, without requiring any installations or agents in the SAP system.
It depends on the data object. SAP Business One is typically the source of truth for items, prices, inventory levels, and financial data like invoices and open items. HubSpot is the source of truth for marketing activities, pipeline status, and sales activities. For master data (Companies/Business Partners), the source of truth can be defined per field.
The integration works in real time. Changes in one system are immediately reflected in the other. For bulk operations, a batch mode is also available. You decide which mode makes sense for which use case.
No. MARINI offers a no-code interface for mapping, validation, and monitoring. For the initial setup, you can engage MARINI (full-service) or work in co-creation with your team. Ongoing adjustments are made by you.
The SAP Business One Service Layer must be installed and configured. The Service Layer is the modern REST/OData interface through which MARINI connects. Without an active Service Layer, integration is not possible. Your SAP partner can verify whether the Service Layer is already running and set it up if needed.
Unlike specialized HubSpot agencies, MARINI is not an agency but an integration platform provider. The solution requires no installation in HubSpot or SAP, no Azure, and supports all SAP variants, not just B1. Custom Objects are fully supported, and pricing is independent of your HubSpot tier.
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.
MARINI is our preferred partner for HubSpot integrations into complex system landscapes—technically strong, reliable, and ideal for joint projects.
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.
We support you in integrating HubSpot and SAP Business One. Personalized. Tailored to your goals.
