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How to Connect Microsoft Dynamics to HubSpot

March 4, 2021

By Brent Worley

Ready to become a marketing reporting phenom? Connecting Microsoft Dynamics and HubSpot lays the groundwork for reporting that stretches across every inch of your company. Better yet, in one fell swoop, linking up Microsoft Dynamics to HubSpot can unify departments and shine light on those moves that are pulling in cash.

Unfortunately, it isn’t always easy to know where to start when it comes time to connect these two systems. 

I’m here to help. I’ve nailed down the steps to connecting Microsoft Dynamics to HubSpot, so you can start perfecting your marketing reports, unite your teams, and rake in more valuable leads.

Why Bother Connecting Microsoft Dynamics to HubSpot?

As a marketer, you don’t have time to start projects you aren’t positive will pay off in the long run. Luckily connecting Microsoft Dynamics to HubSpot pays dividends long-term. Here’s why connecting Dynamics to HubSpot is well worth the effort:

Close the Loop on Reporting

By connecting Microsoft Dynamics to HubSpot you lay a foundation for closed-loop marketing. That means you can bridge the gap between sales and marketing while lighting up your customers’ moves and interactions.

Create More Vision for Everyone

With information streaming across departments, your sales team can see the context surrounding leads. Suddenly, they can see which marketing materials leads have been interacting with, what grabbed each lead’s attention, and all of the buttons they need to push to close deals.

Prove ROI and Spot Winning Moves

With an integrated system, it’s easier to see the full scope of campaigns, and see what’s working. Full reporting shines light on those areas where investments will inspire conversions and makes it easier for marketers to snag buy-in from decision makers.  

Get Teams on the Same Page

By aligning data, sales and marketing starts dipping into a single source of truth. That means they share those small details, such as names and contact info, that can have a big influence on conversions.

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Steps to Connecting Microsoft Dynamics to HubSpot

There are a few simple steps you’ll want to take as you connect Microsoft Dynamics to HubSpot. Here’s how to prep for your integration: 

1. Organize Your Data

The first step in connecting Microsoft Dynamics to HubSpot is charting a winning gameplan. You need to nail down what info you want to sync between both platforms. Start by laying out your goals and work backwards from there. 

Here are some pieces to consider as you prepare your integration plan:

  • Determine your triggers.
  • Decide what values you will assign to fields.
  • Map out the essential data you need to capture for closed-loop reporting.

2. Conduct a Data Deep Clean

Once you’ve mapped out what data you need, it’s time to prepare your info for integration. In this stage, you need to do a data deep clean, untangling any info that could clog your reporting stream. 

Here are a few ways to clean up data and groom your systems for a smooth connection:

  • Check company names: Check to see that your system is reporting on updated company name and company domains. Pro tip: Make sure first and last name data isn’t actually company data.
  • Eliminate duplicates: Duplicates can muddle your reporting and cause information nightmares. Comb through your platform and delete duplicates before you connect your programs.
  • Line up fields: If you have a drop-down list for fields, make sure it’s documented and available to put into HubSpot.
  • Triple-check email addresses: Old or inactive email addresses can derail your reporting goals fast. Before you start integrating, make sure email addresses in your systems are valid.

3. Decide How You’re Going to Perform the Integration

The final step in connecting Microsoft Dynamics to HubSpot is deciding how you’ll complete the actual integration. There are generally three options for connecting your systems, and each holds its own pros and cons:

Find a Third-Party Platform: One way to connect your systems is to use a third-party platform, such as Zapier, that can handle the basics of the data movement. This can be a convenient way to weave basic information between Dynamics and HubSpot. However, this method may restrict the quality and depth of data you’re able to report on. For instance, with some platforms you may only be able to access simple info, such as contacts and companies. 

Hire a Partner: Hiring a partner to help you connect Microsoft Dynamics and HubSpot has several advantages:

  • You don’t have to spend your time fumbling through systems.
  • You can craft reporting to fit your needs.
  • You can move broader types of data.
  • You’ll be leaving the integration in the hands of experts who can hook you up for long-term success.

The cons? Help isn’t going to be free. It will take an investment from your company. 

Write Everything Yourself: If you have the time and skills to do it, you can completely link up the integration on your own. This is the ideal option if you want full control over the integration, your schedule, and risk. The downside? It requires a good amount of time, effort, and expertise on your end. 

Get More Out of HubSpot

Connecting Microsoft Dynamics to HubSpot can unite teams and push your marketing plans into motion. Still, it’s just the beginning when it comes to elevating your HubSpot ROI. 

Want to learn the latest integrations, insider tips, and top tricks for getting the most out of HubSpot? Watch our web series, SmartTake: What’s New with HubSpot Integrations.


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Topics: HubSpot, Marketing Automation, Tech Stack, Integrations