SAP’s integration with HubSpot allows synchronization in both directions. This increases customer engagement and enhanced customer experience in ways that will be explained in the following article.
With this powerful combination, organizations can leverage SAP-ERP while leveraging HubSpot's marketing automation capabilities. Organizations can automate their business processes, streamline data flows, and gain a deeper understanding of their customers.
Additionally, this integration enables the sync of customer information between SAP and HubSpot, including contact details, sales orders, and product information. Businesses will be able to work seamlessly across different platforms, resulting in increased revenue and improved customer satisfaction.
Overview:
Inbound (Events):
|
Name of Event |
Used In |
Data Type |
Identifier |
Extendable Schema |
Included Fields (if not extendable) |
|
Get contacts from HubSpot |
Segments, Activity Indicators |
Customer Profile |
Id |
Yes |
|
Outbound (Actions):
|
Name of Action |
Used In |
Data Type |
Identifier |
Extendable Schema |
Included Fields (if not extendable) |
|
Create contact in HubSpot |
CX flow |
Customer Profile |
N/A |
Yes |
|
|
Update contact in HubSpot |
CX flow |
Customer Profile |
contactId |
Yes |
|
Use Cases
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Based on data sent from the CDP, marketers can offer customers special offers/gifts on their birthdays, yearly memberships, marriage dates, etc
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Receive updated, actionable customer data: CDP customer data is updated when HubSpot contacts are ingested, and HubSpot customer data is updated when CDP is activated.
Add a HubSpot Application
Requirements
The first step to handling authentication in HubSpot is to create an application. You can find more information here.
Steps to follow
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In the SAP Customer Data Platform menu, under Connect, select Sources or Destinations.
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Select Connect Application.
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From the Applications Library, select HubSpot and select Connect.
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Enter the following details:
-
- Name
-
- Description
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- Data Quality Rank: The data quality to assign to incoming events for the application. This may be used to resolve data conflicts. For more information, see Configure Merge Rules Based on Data Quality.
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- You can set the application to Activated, or activate it later.
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- Bearer Token: Enter your relevant HubSpot bearer token in the format "Bearer {value of bearer token}".
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- Base URL: The URL (e.g. https://api.hubapi.com) to initiate the integration with HubSpot
-
-
Select Create Instance.
Indicators
Instances of the HubSpot application are created. In the next step, the events and / or actions will be configured.
Inbound: Configure Events
Prerequisites
-
- The HubSpot contact ID should be stored in a string-type field in the CDP customer schema, such as "hubspotID".
Context
A new error indicator appears in the application event configuration screen if you are configuring HubSpot as a source application: Get contacts from HubSpot.
Procedure
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Open the Actions menu of the event and select Edit.
-
In the Settings screen, edit the event name and change the type if needed. Event types are used for categorization and reporting.
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Select the Required Processing Purposes for this event. When the event is ingested, the CDP checks whether the customer has these purposes saved to their profiles. If they do not, the event is discarded; if they do, the ingestion process is allowed to continue. Purposes can be seen in the Trust tab of the customer profile.
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Under Granted Processing Purposes, select any purposes you wish to assign statically (implicitly) to the customer. The purpose will be saved to the profile of all customers ingested via this event, and may be seen in the Trust tab of the customer profile.
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Under Additional Settings, enter the following:
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- Limit: By default, SAP Customer Data Platform will return pages of 10 objects at a time. This can be changed by setting the limit parameter. The maximum number of supported objects per page in HubSpot is 100.
-
-
In the Model screen, the HubSpot schema is displayed. If needed, create additional HubSpot schema fields, for mapping in the next step. For more information, see Creating the Event Schema.
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In the Matching Rules Mapping screen, the HubSpot event schema is on the left, and the matching rules schema is on the right. Proceed to map to the matching rules as described here: Mapping Events to Matching Rules.
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In the Schema Mapping screen, proceed to map the event as described here: Schema Mapping. Map the following default fields, and any additional fields required:
Important:
Listed below are HubSpot profile attributes that can either be mapped to the matching rules schema or to the customer schema. In the Schema Mapping screen, attributes that have been mapped in the Matching Rules Mapping screen cannot be remapped.
|
Event Type |
HubSpot Field |
SAP Customer Data Platform Field |
|
Get contacts |
id |
Customer schema field created for storing the HubSpot ID, e.g. hubspotID |
|
Get contacts |
firstname |
firstName in the customer schema |
|
Get contacts |
lastname |
lastName in the customer schema |
|
Get contacts |
|
primaryEmail in the customer schema |
9. Under Scheduled Polling, set up the times at which to read event data from HubSpot. For more information, see Scheduled Polling.
Results
The HubSpot CDP continuously receives user records from HubSpot. Profiles can now be segmented and activity indicators applied. Visit the following websites for more information:
Outbound: Configure Actions
Context
When configuring HubSpot as a destination application, the following deactivated actions appear: Create contact in HubSpot, and Update contact in HubSpot.
Procedure
-
For the relevant action, open the Actions menu and select Edit.
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In the Settings screen, edit the action name and select the category. Action categories are used for categorization and reporting.
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Under Application Processing Purposes, select the purposes that are required for this action to take place:
-
- Only customers who have this purpose saved to their profiles will be exported as part of this action.
-
- Only the attributes selected for this purpose will be propagated as part of the action.
-
-
In the Model screen, some of the HubSpot schema is displayed. If needed, create additional HubSpot schema fields, for mapping in the next step. For more information, see Creating the Actions Schema.
-
Under Mapping, the CDP customer schema is on the left, and the HubSpot action schema is on the right. Map the action as described here: Mapping Actions. Make sure to map the relevant CDP attribute (e.g., hubspotID), to the HubSpot contactID (applies only to the action for updating contacts).
Results
Your actions are configured and ready to be used in CX flows. For more information, see CX Flows.
