The ultimate guide to integrations and why your business needs them

Have you ever worked on a project where you had to switch between different software and application programs? You may have had to move data from one system to another, or rewrite the same content over and over to make sure it was in multiple places.

While few people have the time or patience for this type of tedious work, it is often and often critical to the success of your business – these everyday tasks need getting done.

What if there was a way to tie your software together with the applications you use so that they merge successfully? This would mean that all of your information and data would be stored in one central location with no manual input required, even if these applications did not come with the software itself. Does that sound good?

Good news! That kind of solution does exist integration.

Integrations are a complex topic. So let’s simplify the concept using an analogy that we can refer to in this guide.

Imagine you want to connect your MacBook laptop to your TV with a patch cord so you can watch reruns of Friends on Netflix on the big screen. And this is how the integration works – I’ll explain more as time goes on.

Application integration example

What are integrations?

Integrations connect your software with third-party applications so that they can share information with one another. They share data from one system to the next, giving you more features and options while using your software.

Back to our analogy: If yours software is your laptop, use a connection cable or integrationto then see friends on TV, or application.

Example of an integration

Now let’s go over some common questions about integrations so you can better understand what they are, how they work, and why your business needs them.

Why use integrations?

Integrations solve and simplify your new software needs as your business grows and evolves. They allow you to keep the system you are currently using by simply adding connections to third-party applications to improve system functionality and provide additional functionality that you may need but cannot incorporate into your software. You can keep your current laptop and TV and just use the connection cable to see friends on the big screen.

By using integration connections across your systems, you can enable your company to perform a much wider range of tasks for your software while improving its functionality. This is especially useful as your business expands as your needs inevitably change.

While your software may have the functionality you need when you start out in your business, you will likely want additional applications that provide the functionality you will need later as you grow.

There are many types of integrations, each with specific features to meet different needs. The easiest way to think about the different types of integrations is by category. Some integrations have multiple functions, which means they could technically fit into many categories as they serve more than one main purpose. Other integrations serve a specific purpose.

Who Needs Integrations?

Integrations are helpful tools for virtually any business, regardless of size or industry. There are integrations out there that are suitable for any type of business (startups, SMBs and corporations) with any purpose (advertising, analytics or content).

As with HubSpot, when you sell software, you will not only be using connections for your in-house software, but also for your customers who can use them with your software. This is because your software may not have all of the features your customers need to run their business. Adding an integration gives you that extra functionality while still using your software.

Back to our analogy: without the integration or the connection cable, your laptop cannot communicate with your TV, so you can see friends on the big screen. You need this integration or this cable to enable additional functions and watch the show on TV. Without this this would not be possible.

How do you get integrations?

Integrations are almost always in a marketplace where customers can review and browse all of their options. The HubSpot App Marketplace is an example of this. In our marketplace, visitors can search and learn more about the various integrations and their functions, and then connect HubSpot to the integration of their choice.

(No, you can’t go to Best Buy to do your integration like you would with your patch cord to see friends on your TV. You’re right, the example doesn’t quite work here.)

How do integrations with APIs work?

API stands for Application Programming Interface. An API is an interface through which software receives information (data, servers, applications, etc.).

All of the integrations we’ll discuss below are based on APIs. By creating integrations on APIs, you can connect your integrations to your software and use them together. Integration enables the flow of information to and from apps and devices in real time – APIs enable them to communicate with each other.

Think about this in relation to our analogy from above: the application is the TV, the programming allows your laptop to communicate with the TV, and the user interface tells how you (the user) can interact with the application (by watching friends ) Your TV). In this example, the API is the port on the side of your laptop that you actually plug your integration (the cable) into and then connect your laptop to your TV.

Integration vs. iPaaS solution

If you’ve heard of integrations, you’ve probably heard of iPaaS, or Integration Platform as a Service. The difference between the two is an important distinction when determining which one to use for your business. While integration is a one-to-one solution for direct connections, an iPaaS solution is not.

Instead, iPaaS is a cloud-based platform that connects your applications and systems – whether in the cloud or on-site – between a company and third-party software without the use of middleware.

So if you’re looking for an integration solution in your software’s marketplace and can’t find the connection you’re looking for, turn to an iPaaS solution to meet your needs for that connection. There are a few integrations available today (called “Connector Integrations,” which we’ll consider using an example below) that you can use to create custom integrations.

So what integrations should you actually be using? Let’s look at a list of the most popular integrations available.

Popular integrations

The following integrations are categorized by business need to help you browse your options. (Almost all of these integrations fit into multiple categories because they have features that allow them to perform multiple tasks. Below we’ve put them into the category for which they are best.)

It’s important to note that these are just a few of the more popular integrations out there today. There are hundreds more integrations to learn and choose from as your business grows.

The list we’ve put together below includes integrations associated with HubSpot. This doesn’t mean that these HubSpot integrations won’t work with other software as well. In fact, most of these integrations are compatible with dozens of programs in addition to HubSpot.

Let’s take a look.

Advertising integrations

You can reach and reach your target audience with the help of advertising integrations. Data about the success of your ads and / or the leads generated from them are automatically added to your HubSpot CRM so you can learn more about the people who interact with your ads and turn them into customers.

1. Facebook ads

By integrating Facebook ads, you can connect your Facebook ad account to HubSpot. This integration allows you to associate your ads directly with the contacts who interact with them. Plus, you can check real data on what ads are affecting your bottom line. This simplifies the reporting process for all of your Facebook ad efforts.

2. AdRoll

Different companies and products have different buyer personalities. The AdRoll integration gives you the opportunity to create personalized retargeting ads for different lead segments in your HubSpot contacts. You can personalize different parts of the ads, such as: B. Content and formatting that best relate to your prospect.

This allows you to focus on the attributes of your target audience in order to effectively reach your potential customers. You can use the integration to enter complex details about your potential customers in your CRM in order to successfully realign them.

3. Instapage

Unless you’re a developer, creating your website’s landing page might sound like an overwhelming task. The Instapage integration provides an easy option for anyone who wants to create and personalize their landing page and then send lead information directly to HubSpot. This data is automatically placed for you under the associated contact in HubSpot. So you don’t have to do this transfer manually.

ABM integrations (Account-Based Marketing)

ABM stands for account-based marketing. ABM integrations allow you to make the most of your account and audience data to customize your messaging, CTA, and marketing strategies to close deals and attract customers.

1. OrgChartHub

OrgChartHub integration enables you to efficiently create customer organization charts without ever leaving HubSpot. You can create customer organization charts in HubSpot to easily identify unknown contacts, visualize key stakeholders and customize your sales force without having to manually send this information back and forth.

2. CaliberMind

With the CalibreMind integration, you can review your cross-channel account engagement and create notifications for your reps as to which deals they should close to meet the quota. With the integration, your contacts are taken directly from HubSpot and automatically matched with the associated accounts, so you don’t have to do this.

3. Metadata

The metadata integration offers account-based advertising services. You can automatically identify specific target accounts and contacts from HubSpot to create large-scale, personalized ads that will help you close more deals and reach your target audience more effectively.

Analytics and data integration

You can use these integrations to measure your success across a variety of analytics platforms. There are several ways you can view your data and make sure that all of this information is well organized in HubSpot so your team can review it at any time. These integrations will help you learn more about which of your efforts are working and which need to be changed.

1. Database

With the increase in the number of remote workers in organizations and the number of people accessing their work on the go, it can be very helpful to review and manage your Key Performance Indicators (KPIs) from anywhere.

The Databox integration gives you access to all of your analytics data in HubSpot from a variety of sources including Google Analytics, SEMRush, Mobile, Desktop, Facebook and more.

2. Hotjar

In a world where many website visitors aren’t interested in filling out forms and providing their personal information, Hotjar is a great way to find out who your visitors are and what they are looking for on your website. The Hotjar integration gives you an insight into who your website and your mobile visitors are and what their needs consist of directly via HubSpot.

3. Klipfolio

Klipfolio integration shows you your most important metrics in real time and creates easy-to-read dashboards in HubSpot so you can track and analyze performance on all your platforms from one location. This way you can improve your data transparency and achieve your goals faster.

Call integrations

Whether it’s a meeting with coworkers or your prospects and current customers, call integrations simplify all phone and video call interactions. Your contact’s information and details about the call are recorded in HubSpot for easy access. This also gives sales reps and support team members the background information they need to provide adequate support to the prospect or customer.

1. UberConference

With UberConference, it takes just seconds to schedule your meetings with coworkers and prospects so you can focus on tasks that require more attention. The integration allows you to schedule meetings quickly and easily without leaving your HubSpot portal.

2. Aircall

Phone calls remain one of the most effective ways to interact with prospects and current customers. Whether it’s a sales or support call, the Aircall integration lets you manage your call flows and provide attentive support to your leads and customers within HubSpot so that your contact’s information is stored in one central location.

3. CallRail

CallRail integration is a call tracking and analysis system that allows you to customize segments and promotions based on your specific calls to prospects and customers. All your call and text data is automatically added and organized in HubSpot under the associated contact, so you don’t have to enter any data manually.

Connector integrations

Connector integrations give you access to dozens of applications that sync with HubSpot to save time and add functionality. Some connector integrations offer a wide range of applications, while others have more specific application types. In addition, some connector integrations can help create a custom integration that suits your needs.


The integration connects to HubSpot to give you access to over 80 applications. By syncing with these apps, you can push data to these apps to create custom integrations so that you can manage all of your data in a way that works for your business in HubSpot.

2. Zapier

With the Zapier integration you can automatically connect your software to over 1,000 applications. It links your apps to HubSpot with just a few clicks to save time. No coding is required, and your apps can share data in an easy-to-read workflow format on your HubSpot portal.

3. PieSync

PieSync integration offers two-way contact synchronization in real time. This means that every time you add a contact to HubSpot, it is automatically synced with an application (e.g. Google Contacts or Outlook) and vice versa. You don’t have to worry about importing or exporting, speeding up and simplifying your contact syncs.

Content integrations

Content integrations allow you to create, design, and share custom content for your website. They also help you figure out who is interacting with the content and how they are interacting with it. This information is then synced with HubSpot so you can organize it and add it to specific contacts.

1. Beacon

If your website has a collection of blog posts, beacon integration might be a good option for you. The integration ensures that your content looks professional and enables you to generate more leads by drawing more value from your existing content. It connects to HubSpot to automatically turn your blog posts into downloadable content like eBooks.

2. briX

The briX integration connects to HubSpot so that you can design and personalize web pages for your website. You don’t need a web design or coding background to create beautiful pages. The drag-and-drop template and over 100 customizable features make it easy to organize your content the way you want. This integration is ideal for easily designing and personalizing websites directly from HubSpot.


Custom landing pages, web pages, and emails give your visitors, leads, and customers a professional look while you interact with your business online. The integration connects to HubSpot so you can personalize and brand all of these things in minutes.

This is a great option for anyone who doesn’t have a background in coding or web development and wants to design and customize their website pages and emails to complement their brand of HubSpot.

Customer Success Integrations

Customer success integrations connect to HubSpot to make your internal and external interactions with employees (across teams) and customers straightforward. They simplify communication and help you to exchange information and / or data if necessary.

1. Slack

The Slack integration is a digital workspace and communication tool that you can use to connect and talk to your team members. The integration is ideal for teamwork and coordination from anywhere.

By connecting the integration with your software, you can use the features of Slack and HubSpot either in the application or in the software, so you don’t have to waste time switching back and forth. The same information is found in real time at both locations.

2. Zendesk

Zendesk offers a ticketing system that allows you to track customer inquiries and keep details of all customer interactions in one place. It helps you deliver a consistent customer experience to your colleagues and customers.

By connecting HubSpot with the Zendesk integration, you can bring the work of your sales, marketing and support teams together in one place. These departments can also communicate with each other in HubSpot.

3. LiveChat

LiveChat integration allows you to communicate with prospects in real time when they need assistance or guidance on your website from HubSpot. Whether it’s a question about your product or if you need help checking out, LiveChat lets you go through the information you need to increase conversions and build close relationships with prospects and customers.

Ecommerce integrations

If you have an online store, ecommerce integrations can help you learn what your customers and visitors are doing while they are on your website. When you connect these integrations with HubSpot, you’ll know when your visitors are most likely to leave your website or shopping cart, so you can create re-embedding content to keep them interested.

1. Shopify

With the Shopify integration, you can easily integrate all of your ecommerce data and customer data into HubSpot. It automatically syncs customer, product and business information in HubSpot under the associated customer profile, so your entire team can see all of these details in one place. You can also create HubSpot Maintenance Tactics and reactivate ads for your website through HubSpot once you’ve connected the integration with the software.

2. Enter form

The Typeform integration helps you create and design web and mobile forms for your leads. You can create contact forms, register forms, run tests, and much more. All your responses are automatically sent directly to HubSpot, so you can easily review your results and responses and compile them using the relevant contact in HubSpot.

3. Magento

Magento integration helps you create and send upsell, cross-sell and reorder emails, as well as develop abandoned cart maintenance tactics to increase your conversions. It automatically sends all of your customers’ e-commerce-related data, as well as emails between you and your customers, directly to the relevant HubSpot contact record.

Email integrations

Using email integrations, you can track a prospect’s interactions with sales reps, personalize your email automation with specific contacts, and measure the success of your email campaigns with your target audience – all from within HubSpot.

1. MailChimp

With the MailChimp integration, you can synchronize HubSpot with your email service provider. You can create email campaigns and rest assured that the intelligent error handling feature will keep your contacts involved even if there is a synchronization error between the software and the application.

When you connect MailChimp to HubSpot, you can automatically add contacts from HubSpot to your application’s email lists and vice versa, so you never have to do this manually.

2. Secret

Privy helps you generate more sales and turn more prospects into enthusiastic customers. The integration uses targeted pop-up ads, banners, bars and more to increase conversions and reduce page abandonment. Plus, all of your new leads are automatically synced from your website to HubSpot, so you can use the software to nurture them and convert them into customers.

3. Front

The front integration is a collaborative inbox, meaning everyone on your team can view and access your contacts, review offers, and see all activity history while working in HubSpot. All these details are automatically synchronized in Front and your CRM. This will help you improve your customer experience and ensure that it stays consistent regardless of the employees your customers are working with.

Event and webinar integrations

Whether it’s a face-to-face event, webinar, online meeting, or video conference, the following integrations simplify every aspect of hosting an event. They allow your contacts to book meetings with you, and you can update any information about your contacts in HubSpot after the event or meeting.

1. Eventbrite

Eventbrite can help you use inbound marketing tactics to attract more prospects and customers to your personal events. Once connected to your software, the integration will automatically pull data from your contact lists in HubSpot to find effective ways to connect personally with your target audience.

2. GoToWebinar

Regardless of the type of event you’re hosting, the GoToWebinar integration automatically syncs all of your registration and attendee information in HubSpot under the associated contact. You never have to worry about manually importing data about your webinar contacts again. Instead, you have more time to focus on the event itself.

3. Setmore

The Setmore integration simplifies scheduling for you. It will automatically import your booked appointments (and information about the customer who booked the appointment) into HubSpot under the correct contact’s profile, so you don’t have to do this manually.

Lead generation integrations

Integrating lead generation allows you to convert leads into delighted customers at an early stage. All of your leads’ information is automatically synced to HubSpot so you can view it anytime during the buyer’s journey. This is useful for learning more about your target audience and managing customer information so your sales and support teams can access it from one location when needed.

1. WordPress

The WordPress integration helps you optimize your WordPress website and align it with the data of your contacts and business goals that you have in HubSpot. Your HubSpot account and all of your growth tools are automatically connected to your WordPress site so you can attract, engage, and delight website visitors and customers on your site through WordPress or HubSpot.

2. Unbounce

The Unbounce integration helps you capture and nurture leads. You can create lead generation forms and send any data collected about your leads straight to HubSpot. You can use this data about your leads at any time to create campaigns. You can also export data from your Unbounce account in just seconds and share it anywhere.

3. SurveyMonkey

With the SurveyMonkey integration, you can create custom surveys and distribute them to your prospects and customers, collect all the data received, and view your responses in HubSpot. This is ideal because then you can segment and organize all of your contacts based on their survey responses to easily manage the type of content and / or follow-up they receive.

Live chat integrations

By adding live chat integrations to your website, you can communicate with prospects in real time and turn them into customers. They can answer their questions, respond to their concerns, and help them with their purchasing decisions. This data is then compiled in HubSpot under the specific contact to which it belongs so that you can follow up accordingly.

1. Intercom

Intercom integration allows you to attract new leads and prospects using live chat on your website. Intercom allows you to convert more leads by actively engaging with them anytime they are on your website once they are connected to HubSpot. You can then qualify your leads with custom bots, speak to them directly, and follow them up. All this information is then automatically organized under your contact in HubSpot.

2. ManyChat

Once connected to HubSpot, the ManyChat integration allows you to automate your messenger marketing so that you can easily organize, nurture and track your leads through the software. You can also use any HubSpot form and submit information obtained from it by submitting custom field data to HubSpot form submissions.

3. Drift

The Drift integration provides live chat for your website so you can support your leads in real time in HubSpot. The integration allows you to monitor and save all activities of the lead on your website in HubSpot under the correct contact. Additionally, Drift allows your sales reps to adjust their reach and tracking based on this activity to improve conversion chances.

Sales integrations

Sales integrations allow you to bring your sales tools, tactics, and prospect information together using HubSpot. You can keep your marketing, support, and sales details in one place so that all teams can access, analyze, and access them when they need them.

1. HelloSign

Once connected to HubSpot, you will automatically be notified of any action a prospect takes on a document you send them using the HelloSign integration. Examples of actions you will be notified of are when a prospect or customer receives, opens, or signs the document.

This activity data is then sent to the contact it belongs to in HubSpot, so reps know where the prospect or customer is on the buyer’s journey and how to track it.

2. Salesforce

Wenn Sie ein Salesforce-Benutzer sind, können Sie alle Kontaktinformationen aus der Datenbank automatisch mit HubSpot synchronisieren, sobald eine Verbindung zur Salesforce-Integration besteht. Auf diese Weise können Sie mit Mitarbeitern zusammenarbeiten, um eine starke Lead Intelligence und Umsatzberichterstattung zu erhalten. Sie können Ihre Marketing- und Vertriebsarbeit, Inhalte und Informationen miteinander verknüpfen, sodass Sie und Ihr Team jederzeit von jedem System aus auf alle Informationen zugreifen können.

3. PandaDoc

Wenn es um Verkaufsarbeit geht, gibt es viele Aufgaben, die nicht unbedingt den Prozess des tatsächlichen Abschlusses eines Geschäfts beinhalten. Die PandaDoc-Integration organisiert und überprüft automatisch Informationen von HubSpot über Ihren potenziellen Kunden, um Sie bei nicht verkaufenden Aufgaben wie dem Erstellen und Senden von Angeboten, Vorschlägen und Verträgen zu unterstützen.

Social Media Integrationen

Das Verständnis Ihrer Social-Media-Follower ist ein wichtiger Bestandteil eines erfolgreichen Marketings. Mithilfe von Social Media-Integrationen können Sie mehr über Ihre Follower erfahren, die Art der Inhalte verstehen, mit denen sie interagieren und die sie teilen, und bestimmte Teile Ihrer Social Media-Strategie automatisieren.

1. Facebook

Mit der Facebook-Integration können Sie das Facebook-Konto Ihres Unternehmens automatisch mit HubSpot verbinden. Planen Sie Facebook-Posts im Voraus, analysieren und messen Sie die Leistung von Posts. Diese Integration ist ideal, wenn Sie Ihre Facebook-Marketingstrategie zusammen mit Ihren anderen Social-Media-Marketingstrategien direkt über HubSpot verwalten möchten.

2. LinkedIn

Indem Sie Ihr LinkedIn-Konto über die LinkedIn-Integration mit HubSpot verbinden, können Sie problemlos mit Ihrem Netzwerk in Kontakt treten und über HubSpot mit all Ihren Kontakten kommunizieren. Sie können Ihre Blogs auch automatisch veröffentlichen und bestimmte Inhalte mit Ihren Followern teilen, um sie zu Leads und Kunden zu machen. Diese Integration eignet sich auch hervorragend, um das Engagement zusammen mit all Ihren anderen Social-Media-Kanälen und Marketingbemühungen über das Social-Media-Tool von HubSpot zu verfolgen.

3. Twitter

Planen Sie Tweets im Voraus, überwachen Sie Twitter-Streams, zeigen Sie Tweets und Twitter-Interaktionen Ihrer Konkurrenten an und überwachen Sie Konten, die für Ihre Marke wichtig sind, über HubSpot mit der Twitter-Integration. Alle Informationen zu Ihren aktuellen und neuen Followern werden zu Ihren Kontaktlisten in HubSpot hinzugefügt, damit alles angemessen organisiert ist.


Mit dem Aufkommen von Video und Videomarketing in der heutigen Geschäftswelt sind Integrationen, die Ihnen helfen, diese Medien in Ihre Website zu integrieren, sehr nützlich geworden. Mit ihnen können Sie Videos auf Ihren Websiteseiten und Formularen erstellen und implementieren sowie den Erfolg Ihrer Videomarketingbemühungen messen.

1. Wistia

Die Wistia-Integration bietet Ihnen die Möglichkeit, Videos auf Ihrer Website zu integrieren und anschließend HubSpot-Formulare in diese Videos zu integrieren, um die Video-Engagement-Rate (und hoffentlich die Conversion-Rate) zu verbessern. Wenn ein Lead ein Video konvertiert, werden seine Informationen automatisch an HubSpot gesendet, sodass die Daten zur Videoanzeige mit den Kontaktdaten gepaart werden.

2. YouTube

Die YouTube-Integration verbindet deinen YouTube-Kanal mit HubSpot. Auf diese Weise können Sie auf einfache Weise über Ihren Video- und Kanalerfolg berichten und diese Daten mit denen Ihrer anderen sozialen Plattformen vergleichen, indem Sie die Analyse- und Social-Media-Tools und Dashboards von HubSpot verwenden.

3. Promo

Mit der Promo-Integration können Sie aus über drei Millionen Clips, Vorlagen und Musikoptionen auswählen, um direkt aus HubSpot ein Video für Ihre Website zu erstellen. Sie können ganz einfach benutzerdefinierte Nachrichten, Brandings oder Logos einfügen, um das Video für Ihr Unternehmen basierend auf den Bedürfnissen und Interessen eines bestimmten potenziellen Kunden zu personalisieren. Diese finden Sie unter dessen spezifischem Ansprechpartner in HubSpot.

Integrieren Sie sich, um besser zu wachsen

Integrationen können alle Aspekte Ihres Unternehmens verbessern. Unabhängig von der Software, mit der Sie Ihr Unternehmen betreiben, finden Sie Integrationen, mit denen Sie Ihre Prozesse vereinfachen, Ihre Bemühungen optimieren und Ihre Kollegen stärken können. Finden Sie also den richtigen Integrationsmarkt für Ihre Software und stellen Sie eine Verbindung zu den Anwendungen her, die für Ihre Geschäftsanforderungen geeignet sind.

Anmerkung des Herausgebers: Dieser Beitrag wurde ursprünglich im Juli 2019 veröffentlicht und aus Gründen der Vollständigkeit aktualisiert.


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