“The integration solution offered by Exelement SyncCloud displays exceptional quality, seamlessly establishing a connection between our HubSpot instance and our external service/data provider. This integration has substantially enhanced our workflow, facilitating efficient lead management, automated marketing campaigns, and greatly improving our sales process and pipeline. It has genuinely empowered our team and bestowed upon us a competitive edge. We express our gratitude for your remarkable service. I wholeheartedly endorse Exelement SyncCloud for fruitful HubSpot integrations and eagerly anticipate future collaborations.”
Zoran Mitrovic
Digitaliseringschef / CDO, Euro Finans
Euro Finans AB provides financial solutions for businesses in the financial services industry, catering to both large and small enterprises aiming to enhance their liquidity. The company offers services such as loans, invoice purchasing, debt collection, and more, all aimed at bolstering companies' liquidity and providing support for their growth and improvement.
This case study explores a two-part solution (HubSpot app development & platform integration) designed to create a bespoke integration between HubSpot CRM and UC. UC is a provider of financial and credit report information, and the goal is to seamlessly incorporate financial data into HubSpot by leveraging Exelement SyncCloud.
Some of the main pain points Euro Finans faced prior to the integration:
1. Manual Data Entry and Transfer:
The sales team faced the burden of manually inputting data into the UC web-based portal. This not only consumed valuable time but also required them to laboriously transfer essential data from this portal to the HubSpot CRM. This manual process led to the risk of errors and inefficiencies, diverting valuable resources away from more strategic tasks.
2. Access Limitations to Customer Information:
Due to cost and restricted access to the UC database, only a select few individuals within the organization were able to access customer data. This resulted in bottlenecks, creating backlogs of sales requests. Salespeople were unable to promptly access the reports and information they required to perform their daily responsibilities effectively. This limitation in data access hindered their ability to make informed business decisions and provide a satisfactory customer experience.
3. Tedious Lead Management and Opportunity Handling:
The entire workflow, starting from manual data entry and extending to the individual retrieval of financial reports, was marked by time-consuming steps. As a consequence, managing leads and opportunities became a sluggish process. The inefficiencies stemming from this elongated process led to delays in capitalizing on potential business prospects. Additionally, the considerable amount of time required for these tasks prevented the sales team from responding promptly to emerging opportunities.
4. Shortage of Internal Resources for Integration:
Building and managing integrations requires technical expertise and resources. Given the complexity of integrating systems like UC and HubSpot, the organization encountered challenges due to limited internal resources. This scarcity hindered our capacity to develop and maintain a streamlined integration process that could have addressed the aforementioned issues more effectively.
The integration between Euro Finans’ HubSpot CRM and UC has transformed their lead management process and significantly streamlined critical processes by creating an automated workflow to fetch the right reports, the right data, at the right time in the sales process.
The manual work once needed to build reports is no longer needed and has enabled Euro Finans to have reliable and up-to-date information from UC to HubSpot in near real-time, enabling persons in the organization to have the critical information needed to quickly make business decisions.
By replacing repetitive manual tasks with an automated integration workflow, the time it took to compile and retrieve reports was reduced from days to minutes. Choosing a managed iPaaS solution also meant that Euro Finans did not have to invest additional time or cost on internal resources to build or manage the integration. SyncCloud runs, hosts and manages the API connectors – including any maintenance needed, for example if UC’s API is changed or updated in the future.
In addition, business processes are constantly changing. When this happens, and updates are necessary in the current integration such as the integration logic, add or change data attributes, triggers, etc., SyncCloud and our Data Integration Services team will manage these changes and make any necessary updates.
The integration and app development aimed at constructing the custom tab within HubSpot have established a centralized viewpoint for financial information and crucial data. This enrichment of profiles and records within Euro Finans' CRM, along with its integration into the sales process, equips salespersons with pertinent insights to facilitate well-informed and swift decision-making.
OUR APPROACH
DISCOVERY
The first step of the project was to scope and identify Euro Finans’ business requirements and main challenges to solve, which involved a series of discovery sessions to build the foundation for the integration setup.
Euro Finans needed to create a custom integration to enable them to automatically pull various financial reports from UC’s Swedish and Finnish databases directly into HubSpot.
Euro Finans needed three different types of reports to be triggered at certain times during the sales process and automatically imported into HubSpot records as PDFs. In addition to importing the reports as PDFs, specific information from the reports needed to be extracted and imported into custom objects in HubSpot.
In addition, the client was looking for a managed iPaaS solution to eliminate any burden of finding internal resources to build or maintain the integration or create backlogs for their IT teams.
IMPLEMENTATION
During the implementation we worked closely with Euro Finans to help them establish the setup from end-to-end starting from creating and mapping the integration logic to building the custom connector, and then launching the integration.
To integrate the financial reports and pull data into HubSpot, we custom built the connectors to the UC API to ensure it requested both the PDF report and data attributes in the same API call.
LAUNCH
The reports and data are automatically fetched from UC to HubSpot based on triggers occurring in the opportunity process. For example, when a deal stage is updated.
It’s important to mention that different report types are now fetched and managed by the integration, based on specific criteria and data attributes that were established with the client in the discovery phase. This ensures that the right report type will be automatically fetched at the right time, eliminating the manual steps and guesswork when it comes to making sure that sales persons choose the correct report type needed from the UC database.
In addition to building the custom integration, further HubSpot development was required to present the reports and custom objects with all pertinent data in a new custom tab overview on deal records.
A custom button was also built into Eurofinans’ HubSpot interface to give salespersons the option to click a button in the custom tab overview to trigger the integration to fetch the most recent report available in the UC database, ensuring the most up-to-date and reliable information will always be available in the CRM.
“I want to sincerely thank you for the exceptional HubSpot integration your company provided. The professionalism, expertise, and dedication your team displayed were truly impressive. From initial consultation to final implementation, your deep understanding of our business needs was evident.
The smooth integration process and proactive communication ensured the project's timely project completion, exceeding our expectations. The quality of the integrated solution from Exelement SyncCloud is outstanding, seamlessly connecting our HubSpot instance with external services. This has significantly improved our workflow, enhancing lead management, automated marketing, and overall sales processes. It's empowered our team and given us a competitive edge.
Thank you for your remarkable service. I highly recommend Exelement SyncCloud for successful HubSpot integrations and look forward to future collaborations.”
Zoran Mitrovic
Digitaliseringschef / CDO, Euro Finans