You can connect HubSpot with SAP Business One and Microsoft Dynamics in three ways: with an app from the HubSpot App Marketplace, through middleware, or with a custom API integration. Your use case decides which option fits: which ERP data sales, marketing, and service need in HubSpot, and which system leads for which data. At Mark Lotse, we support these integrations from the first inventory through to ongoing operation.
For B2B companies with orders, invoices, and contracts in their ERP, the integration is the step that puts every team on the same data. Sales sees the order history on the company record, service knows where a customer stands, and reporting draws on a single source.
There are three ways to connect an ERP to HubSpot. They differ in effort, flexibility, and maintenance.
We check the options in this order: first the ready-made app, then middleware, and custom development last. This way, you only pay for complexity where your use case needs it.
You connect SAP Business One through apps from verified partners in the HubSpot App Marketplace. According to HubSpot (in German), Commercient SYNC, ERP Bridge, and MARINI cover SAP Business One, among others. For SAP S/4HANA and SAP ECC, HubSpot names connections through a custom API, OData, or iPaaS solutions.
HubSpot lists customers and contacts, orders, invoices, products, inventory, and price lists among the data. How this data arrives in HubSpot depends on each app. In the marketplace listing for SAP B1 SYNC (Commercient), customers become companies, orders and invoices become deals, and products, inventory, and price lists become products.
Before you choose, check three points in the marketplace listing and in a test:
You connect Microsoft Dynamics through one of two HubSpot integrations, depending on which Dynamics application you use: Business Central for finance, manufacturing, and shipping, or Dynamics 365 with leads and opportunities for sales.
Microsoft describes Business Central as a business management solution for small and mid-sized organizations that covers finance, manufacturing, sales, shipping, and projects, among other areas. The Microsoft Business Central app in the HubSpot App Marketplace is built by HubSpot itself. According to the listing, it syncs data both ways in real time (as of October 2026):
According to the listing, customers from Business Central arrive in HubSpot as contacts. In B2B, you usually work at the company level, so clarify early in the mapping how contacts are associated with their company. For custom field mappings, the listing names Data Hub Starter or higher, and on the Microsoft side a Business Central subscription (Essentials, Premium, or Team Members).
For Dynamics 365, HubSpot offers a dedicated integration that syncs data one way or both ways. You can connect up to two Dynamics 365 instances to one HubSpot account. According to HubSpot, the sync covers accounts, contacts and leads, opportunities, products, invoices, sales orders, activities, and custom tables, among others (as of October 2026).
The integration is available in all HubSpot plans. Existing customers need a paid Data Hub subscription for custom field mappings and a Professional or Enterprise edition for workflows. For new accounts in the new pricing model, HubSpot does not yet name a requirement for field mappings.
The same integration also helps when you replace Dynamics 365 as your CRM and both systems run in parallel for a while. Our article Migrating from Microsoft Dynamics to HubSpot describes how such a move works. Whether the switch pays off is covered in our comparison HubSpot Sales Hub vs. Dynamics 365 Sales.
The ERP data that belongs in HubSpot is the data your teams use to make a concrete decision. Every additional field needs mapping, testing, and maintenance. So start with a small set of data and expand later.
An ERP integration runs in four steps: discovery, architecture, implementation, and operation. The most important decisions are made before anyone sets up a connection.
Who needs which data, and for what? A list with team, data field, and purpose is enough to start. For each data type, you also define the leading system, for example master data and invoices in the ERP, contact data and marketing consent in HubSpot.
Now you choose the option: app, middleware, or custom integration. You set the sync direction for each object and decide which system wins when both sides change the same record.
Resolve duplicates and inconsistent company names before the first sync. Otherwise, the integration carries the errors into both systems. Then map fields and objects, test with a limited data set, and have your key users sign off on the result.
Monitoring, error alerts, documentation, and one responsible person keep the integration stable, including after updates to either system.
How long this takes depends on the option. In our experience, standard connections are up and running in days to a few weeks, while custom ERP integrations take several weeks.
Three mistakes can be avoided before the technical part even starts. If it stays unclear which system leads, data overwrites itself. If every available field is transferred, HubSpot becomes cluttered and the team loses trust in the data. If nobody is responsible after go-live, nobody notices when a sync gets stuck.
So plan data quality and operation in from the start. Both can be clarified during preparation and save rework later.
At Mark Lotse, we support ERP integrations from discovery through ongoing operation. We have experience with SAP, Dynamics, and DATEV integrations. We start with the use case, choose the simplest option that covers it, and hand over the data mapping, monitoring, and documentation to you. Our page on HubSpot integrations describes how we work.
Before the integration, check how clean your HubSpot data is. The HubSpot Data Quality Audit shows you duplicates, inconsistencies, and data flows and delivers a prioritized list of actions.