Would you like to have consistent and accurate customer data in HubSpot and SAP C4C at all times without any IT projects? That’s exactly what MARINI is for.
With MARINI, the integration of HubSpot and SAP C4C 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 C4C interface on your behalf or together with your team.
HubSpot is the customer platform for modern inbound marketing, lead nurturing, and sales enablement. SAP C4C (Cloud for Customer) is SAP’s proven cloud CRM for sales and service, seamlessly integrated into the SAP ecosystem. Both systems excel in their respective domains, yet without a connection, data silos and friction emerge.
The HubSpot SAP C4C integration bridges this gap. Marketing qualifies leads in HubSpot, sales works in SAP C4C: with bidirectional real-time synchronization, both teams always know what the other is doing. No manual exports, no outdated lists, no lost leads.
Connecting HubSpot and SAP C4C opens up numerous opportunities to optimize the lead-to-cash process. Here are the key scenarios:
Hand over qualified leads to sales. As soon as a lead reaches the defined score in HubSpot, it is automatically created as a lead in SAP C4C. Sales receives all relevant information: contact details, company affiliation, engagement history, and scoring details.
Synchronize accounts and companies bidirectionally. Company data is aligned between HubSpot Companies and SAP C4C Accounts. Changes in one system automatically flow to the other, ensuring marketing and sales always work with the same master data.
Keep contacts and contact persons consistent. HubSpot Contacts and SAP C4C Contacts are synchronized bidirectionally. New contact persons, title changes, or contact details are instantly available in both systems.
Make marketing activities visible in the CRM. Email opens, clicks, form submissions, and website visits from HubSpot are logged as Activities in SAP C4C. Sales sees what the contact has been engaging with before making the call.
Link opportunities with deals. When sales creates or updates an opportunity in SAP C4C, this information can flow to HubSpot. Marketing sees which campaigns lead to actual sales opportunities and can prove ROI.
Synchronize opt-in and consent. The consent status for marketing communication is aligned between both systems. If a contact unsubscribes from the newsletter in SAP C4C, this is immediately reflected in HubSpot, and vice versa.
Beyond these, 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, Managing Directors, Business Development
Faster time-to-revenue. Leads generated by marketing reach sales without delay. No manual handovers, no waiting times. This shortens the sales cycle and accelerates revenue.
Transparency across the entire funnel. From the first website interaction to the close in SAP C4C: you see which marketing activities actually drive revenue. This enables informed decisions about budget allocation.
Investment protection for existing systems. Instead of an expensive system replacement, you connect two proven platforms. HubSpot remains the marketing powerhouse, SAP C4C the sales cockpit. The integration creates the common ground.
For: Marketing, Sales, Customer Success, Operations
Marketing: No more leads sent into the void. Previously, you exported qualified leads via Excel and hoped sales would follow up. Now MQLs are automatically created in SAP C4C with complete history. You see immediately when a lead becomes an opportunity.
Sales: Context instead of cold calling. Before you pick up the phone, you already know which emails the contact opened, which whitepapers they downloaded, and how often they visited the pricing page. This information appears directly in SAP C4C.
Customer Success: Spot upselling signals. When an existing customer suddenly becomes active in HubSpot again, consumes new content, or registers for a webinar, you learn about it in SAP C4C. These are buying signals that would otherwise disappear in the marketing system.
Operations: Less data cleanup. Instead of manually merging duplicates and correcting inconsistencies, the synchronization ensures clean data in both systems. This saves hours of cleanup work per week.
For: IT, Development, System Architects, Admins
Direct API connection without middleware. MARINI connects directly to the HubSpot REST API and the SAP C4C OData API. No SAP CPI (Cloud Platform Integration) required, no additional middleware, no installation in your systems. The connection runs through secure, encrypted channels.
Flexible mapping with field rules. Standard fields like name, email, and company are mapped automatically. For Custom Properties in HubSpot and Custom Fields in SAP C4C, you define your own rules. Transformations, validations, and conditional logic are configurable via the no-code interface.
Real-time or scheduled: you decide. Critical data like new leads can be synchronized in real-time. For less time-sensitive information like monthly reporting data, you set up a schedule. Both are possible in parallel.
Monitoring, logs, and alerting included. Every synchronization is logged. When errors occur, for example when a required field in SAP C4C is not populated, you receive an immediate notification. The dashboard shows you the sync status in real-time without switching between systems.
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.
The integration supports all relevant standard objects: HubSpot Contacts with SAP C4C Contacts, HubSpot Companies with SAP C4C Accounts, as well as Leads, Opportunities, and Activities. Custom Objects in HubSpot and Custom Business Objects in SAP C4C can also be synchronized. The mapping is configured via flexible rules.
No. MARINI connects directly to the SAP C4C OData API. No connection via SAP CPI is required. This reduces complexity and costs, as you don’t need to operate or license additional middleware.
Yes. MARINI hosts exclusively in the EU (Germany), is ISO 27001 certified, and meets the requirements of GDPR. Consent status and opt-outs are synchronized, ensuring you communicate compliantly in both systems.
With working credentials and clear requirements, a running basic integration is possible within a few days. MARINI offers full-service implementation or co-creation, depending on how much you want to handle yourself. More complex scenarios with Custom Objects and multi-step processes require correspondingly more time.
You define per field which system is leading. Typically, HubSpot leads for marketing data like lead score and engagement, while SAP C4C leads for master data and sales information. In case of conflicts, the defined rule applies automatically, and all changes are documented in the log.
Yes. In a demo, we show you the integration with your specific requirements. You see how the mapping works, how data flows, and what the monitoring looks like. This allows you to make an informed decision before you start.
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We support you in integrating HubSpot and SAP C4C. Personalized. Tailored to your goals.
