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HubSpot Integration with Microsoft Business Central and Custom Ecommerce

HubSpot Integration with Microsoft Business Central and Custom Ecommerce

Industry

Retail

Challenge

Verdissimo operated with multiple disconnected systems, resulting in a lack of centralised sales visibility. Its CRM in HubSpot was not synchronised with Microsoft Business Central, making it difficult to manage B2B customers and make data-driven decisions. In addition, their B2C ecommerce was custom-developed, so there was no native integration.

Results

Thanks to the custom API integration, Verdissimo was able to automate and synchronise its multi-channel operation, improving efficiency and optimising its commercial strategy. Now, both B2B and B2C sales are centralised in HubSpot, allowing for more agile management and a unified view of the business.

Hubspot Integrations

www.verdissimo.com/e
100%
Real-time synchronisation between HubSpot, Business Central and ecommerce
80%
Reduction in synchronisation errors
360°
View of the customer, consolidating B2B and B2C sales data in HubSpot
100%
Increased operational efficiency, eliminating manual update processes

Thanks to HubSpot Marketing and the integration with Business Central, we now have a unified view of all our sales, both B2B and B2C. Automation has allowed us to reduce errors, streamline processes and make data-driven decisions in real time. Before we were wasting time with scattered information, now everything flows smoothly. It has been a key change for our growth.

Rodrigo Pérez

Spain and Portugal Area Manager

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About our Customer

The Innovaflora group (Verdissimo) Leader in preserved flowers since 1988, has sales in more than 55 countries and more than 750 employees. In addition, the group has locations in Colombia, Spain and Ecuador that include production facilities and 280,000 m2 of cultivation fields and greenhouses for optimal growth and premium quality.

The Challenge

Verdissimo operated with multiple disconnected systems, resulting in a lack of centralised sales visibility. Its HubSpot CRM was not synchronised with Microsoft Business Central, making it difficult to manage B2B customers and make data-driven decisions.

In addition, their B2C ecommerce was custom-developed, so there was no native integration.

The main problems were:

  • There was no real-time connection between Business Central and HubSpot. 
  • The integration required a secure connection via VPN due to the ERP infrastructure.
  • Frequent requests were needed to keep data updated in HubSpot.
  • B2C ecommerce sales were not reflected in Business Central, management and reporting difficult.

The Solution

To solve these challenges, MorningLabs developed a custom integration via API, connecting HubSpot with Microsoft Business Central and its B2C ecommerce.

  1. Secure Connection to Business Central via VPN:
    1. Since Business Central required a protected connection, a secure VPN was configured to establish communication between the servers and the integration API.
    2. This allowed HubSpot to exchange data with Business Central securely and without interruption.
  2. Real-Time Synchronisation Automation:
    1. A system was developed that made API requests every few minutes, updating HubSpot.
    2. B2B channel sales coming from Business Central.
    3. Real-time order and billing statuses.
    4. Customer data and opportunities for the sales team to have updated information.
  3. Custom Ecommerce Integration:
    1. To unify the B2C channel, a custom API was created to.
    2. Automatically captured all ecommerce sales and synchronised them with Business Central.
    3. Sent customer and order data to HubSpot, enabling a 360° view of the business.
  4. HubSpot Process Automation. With the integration in place, workflows were set up in HubSpot to:
    1. Send automatic notifications to the sales team when B2B orders were logged.
    2. Create customer segments based on purchase history for marketing campaigns
    3. Synchronise data in real time, avoiding duplication and manual errors.

The Results

35% reduction in cart abandonment.
30% more recovery of abandoned carts with automated emails.
25% more conversions thanks to WhatsApp and Chatbots.
5X ROI on remarketing campaigns with Facebook and Google Ads.