Understanding HubSpot NetSuite Integration [+Methods]

Connecting your marketing automation platform/system to your CRM is the key to getting more out of your sales process and marketing activities in order to acquire new customers and increase the net retention of your current client base with HubSpot NetSuite integration. 

HubSpot and NetSuite are both important tools that help businesses work better. HubSpot CRM is great for sales and marketing, while NetSuite ERP helps with finances, accounting, and managing the supply chain.

When you connect these two platforms, you get a full and up-to-date view of how your business is doing. You can see everything happening in real-time. This helps you understand your customers better, especially if they have multiple locations or contacts. Plus, you can use data from NetSuite to make quotes and orders more efficiently.

What Integration Methods Are There? And Which Is The Right Fit For You?

When integrating HubSpot and NetSuite, businesses have three main options: Native Integrations, Custom-Built Integrations, and Third-Party Integration Platforms. Each method has its own advantages and limitations, depending on the level of customization, technical expertise, and scalability required.

1. Native Integrations

Native integrations are pre-built connectors available within HubSpot and NetSuite. These are designed for straightforward, plug-and-play connectivity, making them ideal for companies that need a quick and simple solution. 

Pros:

• Easy to set up with minimal technical knowledge
• Quick integration process
• No need for extensive development or maintenance

Cons:

• Limited customization options
• Not suitable for complex workflows or unique business needs

2. Custom-Built Integration

A custom-built integration is developed from scratch using HubSpot and NetSuite APIs, allowing businesses to fully control the data flow and processes. This is best for organizations that need a highly customized solution tailored to their specific requirements.

Pros:

• Fully customizable to fit unique business needs
• Can be designed to handle complex workflows

Cons:

• High development and maintenance costs
• Requires technical expertise
• Difficult to scale—any modifications require significant effort and resources

3. Third-Party Integration Platforms

Third-party integration platforms offer the best of both worlds. They provide pre-built connectors for quick deployment while also allowing for custom configurations when needed. These platforms are ideal for businesses that want a flexible, scalable, and hassle-free solution without maintaining an in-house technical team.

Pros:

• Scalable and flexible
• Offers both pre-built and customizable integration options
• Requires minimal technical expertise

Cons:

• Dependency on the third-party provider (though this isn’t an issue with a reliable provider)

Read more: HubSpot ERP Integration Explained [+Methods & Use Cases]

Managing The Flow Of Data Between HubSpot And NetSuite

An effective integration between these two systems opens up various ways in which you can manage data between HubSpot and NetSuite:

1. Load Data in Any Direction

• Easily import data from HubSpot to NetSuite or vice versa.
• Benefit from data filtering and transformations for both directions.
• Supports UPSERT operation to prevent duplicate records in the target.

2. Sync Data Two-Ways

• Perform bi-directional data synchronization between HubSpot and NetSuite.
• Track changes and sync only necessary data, reducing load time.
• Offers powerful mapping features for syncing data with different structures.

3. Sync New and Updated Data One-Way:

• Load only new and modified records between HubSpot and NetSuite.
• Ideal for performing one-way sync operations efficiently.

4. Mass Data Updates and Deletes:

• Supports all DML operations, including UPDATE and DELETE.
• Enables mass update operations or deletion of data based on specific conditions.

💡 With the DCKAP Integrator you can additionally schedule when to sync data. Choose between batch integrations for intervals as frequent as five minutes. Other types of data can be scheduled for dynamic syncs, ensuring that data is updated in real-time.

Integration Challenges And What To Do About Them

Integrating an HubSpot account with NetSuite can come with challenges, regardless of the method you use. Understanding these potential roadblocks and knowing how to address them will ensure a smooth, efficient, and error-free integration process. 

1. Data Mapping and Field Mismatches

Challenge: HubSpot and NetSuite have different data structures, meaning that fields (e.g., customer names, sales order details, or product SKUs) may not align perfectly. This can lead to missing data, duplicate entries, or incorrect data migration.  

Solution:

• Identify critical fields in both systems before integration and create a data mapping strategy.
• Use transformation rules to standardize formats (e.g., date formats, currency conversions).
• If using a third-party integration platform, configure field mappings within the tool to ensure accurate syncing.

2. Synchronization Delays and Performance Issues

Challenge: Some integrations don’t sync data in real time, leading to delays that can impact sales, customer experience, or reporting accuracy. Large data loads can also slow down performance. 

Solution:

• Determine if real-time, scheduled, or batch syncing is required based on your specific needs.
• Optimize data sync frequency, critical updates should happen in real time, while bulk operations can run during off-peak hours. 
• If using a custom-built integration, ensure API rate limits are managed properly to avoid throttling issues.

3. API Limitations and Errors

Challenge: Both HubSpot and NetSuite have API limits, restrictions, and possible authentication issues. If an integration relies on APIs, exceeding these limits can cause sync failures or slow performance.

Solution:

• Check API documentation for rate limits and design the integration accordingly.
• Implement error handling to retry failed requests instead of dropping them.
• Use middleware or iPaaS solutions to optimize API calls and distribute loads efficiently.

4. Duplicate or Conflicting Records

Challenge: When integrating two systems, duplicate records may arise, especially if customer or order data is stored differently in each platform. Conflicts occur when the same record is updated in both systems at the same time.

Solution:

• Enable duplicate detection and merge rules within the integration settings.
• Set a “source of truth”—define which system takes priority in case of conflicts.
• Use unique identifiers (e.g., customer ID, email) to prevent duplication issues.

5. Security and Compliance Risks

Challenge: Integrating multiple platforms means sharing sensitive business data between systems, which can pose security risks if not managed properly. Compliance with regulations like GDPR, CCPA, or industry-specific policies is also crucial.

Solution:

• Use secure authentication methods (OAuth, API keys) and restrict access to only necessary users.
• Ensure third-party integration providers follow industry security standards (SOC 2, ISO 27001).
• Regularly audit integration logs to detect and prevent unauthorized access.

6. Lack of Scalability and Future Growth Considerations

Challenge: Some integrations work well for small businesses but struggle as data volume and business complexity grow. A system that cannot scale leads to bottlenecks, slow processing, and costly rework.

Solution:

• Choose an integration method that supports future growth—third-party platforms often offer scalability with minimal effort.
• If building a custom integration, design it with modular architecture so new processes can be added easily.
• Regularly review and optimize the integration to align with business changes.

Should You Even Bother Integrating? Chances Are That You Should:

The first indicator would likely be your interest in reading this blog so far. But the integration of NetSuite and HubSpot brings many benefits to organizations, making data management easier and boosting revenue generation. Here are some advantages of using integration platforms:

Data Cleansing and Management

• HubSpot CRM Integration tools clean up HubSpot data before transferring it, ensuring it’s accurate and up-to-date.
• This leads to better decision-making, fewer errors in reports, and more competitiveness for businesses.
• Quality data also saves time and eliminates redundant efforts.

Revenue Strategy Optimization

• Proper integration allows organizations to accurately assess the performance of marketing campaigns, sales initiatives, and cross-selling strategies.
• Predictive analytics helps forecast trends and make informed decisions about revenue strategies.

Personalized Marketing

• Seamless integration between NetSuite and HubSpot helps align marketing, sales, and customer success departments.
• Businesses can personalize experiences for customers by using valuable and accurate data.

Complete Lead Data

• Integration tools allow revenue teams to prioritize actions based on complete lead data.
• Customized rules ensure accurate data transfer and seamless integration, reducing the time spent on data compilation.
• Automated tracking of key performance indicators (KPIs) and AI-powered technology improve team communication and provide deeper insights into customers, leading to optimized strategies and higher ROI.

💡 Because the data fields in both systems is clean, you may execute higher-level operations with less human labor if you utilize the proper integration tool. It is possible to automate up-sell and cross-sell chances, as well as the prioritizing of new sales leads. You gain a better understanding of your target market, the quality of your marketing campaigns increases, business processes and your sales staff complete transactions faster.

Ensure A Seamless Integration By Following These Steps:

1. Plan Comprehensively

To start the NetSuite HubSpot integration smoothly, first, make a list of what data you need to connect between NetSuite and HubSpot. Then, check if your plan is realistic. Think about what needs to happen after the systems are connected. Will you use a standard integration or something custom? What are the limits of each system?

2. Development

Next, your team will put your plan into action. They’ll build and test all the parts of the integration. You’ll set up how often data is synced, test everything in a safe environment, and keep fixing any problems that come up.

3. Successful Implementation

Before you connect NetSuite and HubSpot for real, make sure everyone who needs to knows how it works. Then, move your integration to the live systems and start using it.

Choosing the right integration partner:

• Choose middleware that combines iPaaS, workflow automation, and data management features.
• Ensure the middleware allows for full control over data flow between NetSuite and HubSpot.
• Look for automation of data management tasks such as quality management, normalization, and enrichment.
• Seek features that enable creation of specific data views for issue resolution through batch or near-real-time automations.
• Look for a solution with proper client support.

DCKAP Integrator: Helping Manufactures & Distributors Connect HubSpot and NetSuite With Ease

DCKAP Integrator is the ideal iPaaS solution developed exclusively for distributors like you. It acts as a unified platform from where you can easily access the data you need on time.

Access all the essential tools to efficiently manage your eCommerce distribution business. Whether it’s integrating with ERP systems, CRM platforms, or other eCommerce services, our dedicated support team is here to provide advanced software solutions that streamline automation.

Relevant Reading: Adobe Commerce HubSpot Integration: Best Practices

FAQs

What is HubSpot NetSuite Integration?

HubSpot NetSuite Integration refers to the process of connecting HubSpot, a popular marketing automation platform, with NetSuite, a leading ERP (Enterprise Resource Planning) system. This integration allows for seamless communication and data exchange between the two platforms that eliminates the need for manual data entry, streamlining business processes, and enhancing efficiency.

What is the HubSpot App Marketplace, and how does it relate to integration with NetSuite?

The HubSpot App Marketplace is a platform where users can find and integrate various apps and services with HubSpot. Through this marketplace, users can access integration solutions that enable them to connect HubSpot with NetSuite for improved data management and automation of business processes.

What is a typical use case for HubSpot NetSuite Integration?

A common use case for HubSpot NetSuite Integration is to sync customer data between the two platforms. For example, capturing leads in HubSpot and automatically creating corresponding customer records in NetSuite, ensuring marketing and sales teams have access to the same customer information.  

What is involved in the integration process?

The integration process typically involves configuring settings in both HubSpot and NetSuite to enable data synchronization. This may include mapping custom fields, setting up triggers, and testing the integration to ensure proper functionality. 

How does HubSpot NetSuite Integration benefit business processes?

HubSpot NetSuite Integration streamlines business processes by automating data exchange between CRM (Customer Relationship Management) and ERP systems. This ensures consistency and accuracy of data across departments, improving overall operational efficiency and productivity. 

Can HubSpot NetSuite Integration handle data from different platforms?

Yes, HubSpot NetSuite Integration can handle data from various data sources and platforms. Whether it’s HubSpot contacts, leads from other CRM systems, or customer data from different data warehouses, the integration ensures seamless data synchronization.    

How does HubSpot NetSuite Integration help in targeting potential customers?

By synchronizing data between HubSpot and NetSuite, the integration provides a comprehensive view of potential customers. This enables businesses to effectively target and engage with leads and prospects across both platforms, maximizing conversion opportunities.