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Microsoft Dynamics 365 + HubSpot

Unify Your CRM and ERP for Comprehensive Business Management

Dynamics + HubSpot

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Getting Started

What is Microsoft Dynamics 365? 

Microsoft Dynamics 365 is a suite of cloud-based business applications that combines Customer Relationship Management (CRM) and Enterprise Resource Planning (ERP) capabilities. It offers solutions for sales, customer service, finance, operations, and marketing, allowing businesses to manage a wide range of business processes on a single platform.

Why is Microsoft Dynamics 365 important to HubSpot customers?

For HubSpot customers, integrating Microsoft Dynamics 365 enables seamless synchronization between CRM and ERP data, providing comprehensive insights into customer interactions, sales performance, and financial health. Some companies may use Dynamics only as an ERP, with their marketing, sales, and service teams operating out of HubSpot. Others may use Dynamics as both an ERP and a CRM, used by sales and/or service teams, and use HubSpot as a Marketing Automation Platform (MAP).

Key Terms You Should Know

ERP (Enterprise Resource Planning)  A system for managing backend business functions like accounting, supply chain, and inventory management. Dynamics 365 ERP data can complement HubSpot CRM data for full business visibility.
Entities  In Dynamics 365, entities are data structures that represent different types of information, such as accounts, contacts, opportunities, or invoices. These entities sync with HubSpot’s objects like Contacts, Companies, and Deals.
Leads vs. Contacts Dynamics uses the term Leads to refer to individuals in the CRM. Leads syncs with HubSpot’s Contacts object, not with HubSpot’s native Leads object. 
Opportunities Equivalent to Deals in HubSpot, opportunities represent potential sales within Dynamics 365 and can be linked to HubSpot workflows for sales management.
Accounts Dynamics 365 uses “Accounts” for organizations a business has a relationship with, similar to HubSpot’s “Companies.” Integrating these ensures a unified customer view.
Custom Entities Dynamics 365 allows users to create custom entities for specific business needs. These can be set up to sync with HubSpot’s Custom Objects.
Activities Activities include tasks, appointments, and communications. These can sync with HubSpot’s tasks and timelines to provide a complete view of customer interactions.

The Integration

How to Integrate Microsoft Dynamics 365 with HubSpot

There are several ways to integrate Microsoft Dynamics 365 with HubSpot, each offering varying levels of complexity and customization:

Integration Options

HubSpot Data Sync

 

(Basic Integration)

 Microsoft Dynamics 365 Apps

(Pre-built Integrations)

iPaaS Platforms

(Zapier, Make, Workato) 

 Custom API Integration

(Most Flexible)
Best for: Small companies with straightforward needs. Best for: Companies wanting a quick integration through third-party apps like KingswaySoft or Connect Bridge. Best for: Companies
with growing needs that require more flexibility but don't have the technical resources for a custom solution. 		 Best for: Companies with unique or complex requirements. 
Pros: Easy setup; real-time sync for essential objects. Pros: Quick deployment and minimal technical knowledge required. Pros: Highly flexible; supports complex workflows without extensive coding.  Pros: Fully customizable; supports advanced business requirements; Dynamics 365 has extensive developer documentation. 
Cons: Limited customization; may not support advanced data types. Cons: Subscription fees and potential customization limitations. Cons: Subscription fees; requires some technical knowledge for setup.  Cons: High development effort; requires maintenance and technical expertise. 

Marketing Use Cases + Integration Types

Empower your marketing team with access to the whole picture

Enhanced Lead Scoring Using ERP Data:

  • Scenario: The marketing team wants to enhance lead scoring by combining CRM and ERP data from Dynamics 365.
  • Solution: Integrate Dynamics 365 with HubSpot to sync key ERP data like purchase history, order value, and payment behavior. Use these insights to refine lead scoring and trigger workflows for sales-ready leads or personalized campaigns.
  • Benefit: Prioritizing high-potential leads improves marketing efficiency, focusing efforts on those most likely to convert and drive revenue.
Enhanced Lead Scoring Using ERP Data_
Campaign Reporting for Account-Based Marketing (ABM) Effectiveness_png

Campaign Reporting for Account-Based Marketing (ABM) Effectiveness:

  • Scenario: Marketers need to assess ABM campaign performance for high-value accounts in Dynamics 365.
  • Solution: Integrate Dynamics 365 with HubSpot to create account lists, run tailored campaigns, and track engagement metrics. Compare results with Dynamics 365 financial data to measure sales impact.
  • Benefit: Gain actionable insights to refine strategies and improve targeting of high-value accounts.

Sales Use Cases + Integration Types

Automate + analyze where it matters with the right integration

Automated Opportunity Prioritization and Follow-Up Reminders

  • Scenario: Sales wants to prioritize opportunities using Dynamics 365 data and automate follow-up reminders.
  • Solution: Integrate Dynamics 365 with HubSpot to score opportunities by deal size, close probability, and engagement. High-priority deals trigger tasks for reps to follow up within 48 hours.
  • Benefit: Automation ensures focus on top opportunities, improving efficiency and boosting high-value deal closures.
Automated Opportunity Prioritization and Follow-Up Reminders_
Sales Forecasting and Pipeline Analysis Dashboards_

Sales Forecasting and Pipeline Analysis Dashboards:

  • Scenario: Sales managers need better pipeline visibility for accurate forecasting and analysis.
  • Solution: Integrate Dynamics 365 with HubSpot to visualize pipeline stages, deal values, and conversion rates in HubSpot dashboards. Identify bottlenecks and forecast trends using synced historical data.
  • Benefit: Real-time insights help managers optimize the pipeline and set realistic, data-driven goals.

Customer Success Use Cases + Integration Types

Elevate your customer service with proactive strategy + SLA management

Customer Sentiment Analysis and Engagement Tracking:

  • Scenario: Customer service needs to track sentiment and engage dissatisfied customers proactively.
  • Solution: Integrate Dynamics 365 with HubSpot to analyze support tickets, purchase history, and account activity. Automate workflows to flag at-risk accounts and prompt tailored outreach.
  • Benefit: Proactive engagement reduces churn, addresses issues early, and boosts retention.
Customer Sentiment Analysis
Enhanced Service Level Agreements (SLAs) Management_

Enhanced Service Level Agreements (SLAs) Management:

  • Scenario: Customer Success needs to manage SLAs and ensure service requests align with agreements.
  • Solution: Integrate Dynamics 365 with HubSpot to track SLA details, automate deadline alerts, and escalate unresolved tickets. Use HubSpot reports to monitor SLA compliance.
  • Benefit: Ensures SLA adherence, boosts accountability, and enhances customer satisfaction through improved service processes.

Back Office Use Cases + Integration Types

Enhance your team's efficiency with integrated data

Quote-to-Cash: Back-End Processing

  • Scenario: Operations need a smooth transition from quotes to invoicing and payment collection to avoid delays and errors.
  • Solution: Sync Dynamics 365 with HubSpot to track deals, auto-generate invoices, and monitor payment status. Automate notifications for overdue payments or confirmations, integrating payment gateways for seamless reconciliation.
  • Benefit: Streamlines quote-to-cash, reduces manual effort, accelerates payments, and ensures accurate revenue tracking.
Quote-to-Cash_ Back-End Processing
Inventory Management-Connecting Your Data

Inventory Management: Connecting Your Data

  • Scenario: The inventory team lacks real-time stock visibility, causing overstocking, stockouts, and delays.
  • Solution: Integrate Dynamics 365 with HubSpot to provide real-time stock updates, automate order status changes, and trigger low-stock alerts.
  • Benefit: Enhances inventory management, ensures timely fulfillment, and improves the customer experience with accurate delivery timelines.

Finance + Orders: Unified Tracking

  • Scenario: The finance team needs better visibility into customer financial data to manage cash flow.
  • Solution: Integrate Dynamics 365 with HubSpot to sync invoices, payment terms, and order history, providing real-time updates for finance and sales teams. Automate alerts for overdue invoices and payment deadlines.
  • Benefit: Simplifies cash flow management, improves collaboration, and supports data-driven decisions.
Payments

       

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