We sat down with our Integrations Lead Jaime Boardman, the silent genius behind all our back-end integration projects to answer the common questions around integrations, how they work and why they save businesses time and money.

In this video, Jaime dives into the intricacies of our innovative API for financial services at Hatch and how it works with any integrations work we do. Essentially, Hatch bilaterally syncs data between XPlan and IO with Hubspot, uniting data across multiple platforms to boost productivity and reduce the need for manual data entry. 

Video not your thing? Read Jaime’s answers below.

Q: What’s the deal with integrations? Why would anyone pay for a custom integration or look to sync their software with HubSpot using a marketplace app?

A: Integrations are prevalent in almost every aspect of what we do – we just don’t realise it. Sometimes the best integrations are those we don’t notice. The main reason people would pay for a custom integration or get a marketplace integration is to get data into HubSpot or push data outside of HubSpot, likely if people have a distributed tech stack and want to remove manual imports of CSV files and data inaccuracy. 

Integrations make things clean, consistent and automated with data mapped into the correct fields, giving you a true source of truth for reporting. Ultimately, integrations enhance HubSpot’s functionality by feeding it even more information and enriches pre-existing information in the CRM.

Q: Are there common examples of HubSpot integrations you see day in, day out? 

A: We tend to have a lot of niche use cases where we build custom integrations. We have repeat examples of work on systems such as Paprika since other clients became interested in our capability having worked with the software once before. There are less “common integrations” and more what we might call fringe integrations which don’t exist in HubSpot’s ecosystem of marketplace apps.

Q: What’s the difference between a custom integration and a marketplace app? 

A: So, the marketplace is HubSpot’s library or the app ecosystem of pre-built connectors to other platforms that do a specific function(s) for a common use case. Third party integrations can also build, post and promote here. Because they are distributed to anyone who wants to install them, they tend to be more limited in scope and less customisable than custom integration, unless it’s a popular integration such as Salesforce.

Often, we find marketplace apps don’t always fulfil what our clients need, so we can build a more in-depth and bespoke integration for their business use case – which is a custom integration. 

Q: How in control can a client be of their integration? Is the integration process somewhat led by the software? 

A: So, is it led by software? Yes only to the software’s limitations. If I as a client want to integrate with X and X doesn’t offer means to push data in and out or have an open API, then it’s difficult to open the opportunity without significantly increasing the cost to successfully integrate. 

However, we start the journey of an integration with understanding client needs and problem solving how we can best match the build to the client’s vision. It’s better to focus on what you want to achieve, rather than what you want to get out of your integration. 

With the business need, we can better align the build to what is often first in mind and make something which is easy to adopt and ticks all the boxes. We also work in feedback loops and encourage user testing throughout projects.

Q: How does a HubSpot integration project work at Karman Digital?

A: So, generally the client comes in and may also be coming to us for a HubSpot onboarding, we then look at the scope of the integration, the how and the vision. After this, we start detailing the data maps, agree how fields should be mapped and help the client to visualise the purpose of the integration with a simple flow chart. 

The next step is to then work in feedback loops I previously mentioned which is repeatable until we get the end product the client wished for.

Q: Does a company coming to us need a technical lead on their side? How savvy does their project team need to be and what can we take care of?  

A: In short, no. We try our best to make integrations digestible with diagrams and simple explanations. In fact, most people we work with aren’t technical in nature and we don’t expect them to understand the intricacies of how the integration is built and runs. Rather we put the emphasis on the problem it’s solving. 

Enjoying this insight? Read more about integrations here

Q: What if my integration suddenly breaks and data doesn’t pull through? What if I decide I want data mapped in a different way, or a different trigger point?

A: So, let’s talk about breaking. We have a hosting cost to cover quick fixes and support. Simply, if it isn’t working, it will be fixed! We believe it’s a product you have bought, so it should work. Generally, we use notes or events to flag specific problems in HubSpot which makes issues more discoverable and easy to pinpoint.

If the client has changing needs, we can look at a new scope and adjust the diagrams and embark on a new work request. We understand things change and so we work with clients to evolve their integrations as and when is needed, whether this is an adjustment to their original project or a follow-on piece of work. 

Q: Do integrations benefit certain sectors or businesses? Are there certain integrations you would generally recommend to businesses? 

A: Not a specific integration – however, if you have multiple platforms that aren’t talking to one and another, you should probably fix that. Similarly, if you have ingrained processes that can be done better and the only reason you’re hanging on to outdated ways of working is “that’s how we’ve always done it”. My advice would be to relook at those and be open to how an integration can help you. 

Ask yourself, is your tech stack talking to itself in the correct ways? It could be as simple as getting two systems to talk or building a whole data architecture. In terms of sectors, I think it could benefit anyone. Ultimately, everybody wants their data to be clean and consistent.

Q: Now, let’s get a bit personal. Why do you work in integrations? What do you like about them? 

A: I like problems. And I like fixing problems. That’s why I like integrations. If someone gives me a problem and they want something to do a specific thing, then I can help them on that journey, as well as taking clients through that process and suggesting things they didn’t even know existed.

I do a lot of client communication and speak directly as there is no middleman at Karman Digital and so it's fulfilling to involve the client and answer their questions so they are connected throughout the way. 

Q: Finally, are there any misconceptions about integrations, one thing you think people should know or a golden rule?  

A: Come to an agency with more than “I want to integrate HubSpot with X platform”. It helps to know your vision from the start and why an integration would be meaningful for your business. The more information we can get from the onset, the more successful we’re able to make it. Information, information, information!

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