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HubSpot Integration

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Overview

When I became a product manager at KARE, the company was facing a critical data fragmentation challenge. Customer data was scattered across multiple systems, with our HubSpot CRM containing insufficient information to drive sales processes and support marketing initiatives. The limitation was holding back our sales optimization and marketing automation efforts.

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As my first project as Product Manager, I led a 4-month initiative to bridge this data gap through HubSpot's API integration. Working with a cross-functional team spanning sales operations, marketing, engineering, and product, I spearheaded the comprehensive mapping of KARE's software data points to HubSpot, while managing the technical implementation through our development operations platform.

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Process and Approach

Our approach followed three phases:

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1. Initial Planning & Analysis

  • Conducted comprehensive audit of existing data structures

  • Identified critical data points needed for sales and marketing

  • Created detailed mapping documentation between systems

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2. Technical Implementation

  • Developed API integration specifications

  • Established 10-minute background job frequency for data synchronization

  • Created and prioritized epics and user stories in our development pipeline related to integration

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3. Adaptation & Challenge Management

  • Navigated the departure of our lead marketing automation manager

  • Collaborated with sales operations to maintain project momentum

  • Cross-trained on HubSpot property creation to prevent delivery delays

  • Successfully onboarded and aligned new automation manager with project specifications

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Solution

The final implementation delivered:

  • Synchronized data points between KARE's software and HubSpot

  • Real-time data synchronization (10-minute intervals)

  • Automated background jobs for consistent data updates

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Data Mapping Structure:

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Results & Impact

Quantitative Impact:

  • Significant increase in new prospect pipeline generation

  • Enabled weekly targeted marketing campaigns

 

Long-term Benefits:

  • Created standardized process for adding new data points

  • Improved data accuracy and reliability across systems

 

Ongoing Management:

  • Implemented change management process for new feature integrations

  • Created documentation for future property additions

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