HubSpot's New Leads API Works With Dynamics CRM to Add Marketing and Lead Metrics

A company's marketing efficiency can alter many aspects of an operation - for better or worse. Capitalizing on this principal, internet marketing software provider HubSpot, Inc. has announced HubSpot Leads API, a beta-phase program that seamlessly intertwines its proprietary customer lead and intelligence tools for platforms such as Microsoft Dynamics CRM.

Initially only integrated with SalesForce.com, HubSpot's latest API is compatible with any CRM platform. What this translates to for Microsoft Dynamics CRM users is the ability to gain new insight into the inner workings of HubSpot-managed campaigns, while opening a pipeline between marketing and sales. The integration will provide CRM customers with a unified set of analytics will be available to draw from for tailoring marketing efforts and closing leads.

"At HubSpot, we are building marketing stars who must have full visibility into the sales return on their marketing investments," said founder and CEO of HubSpot Brian Halligan in a statement. "The Leads API is how we can give this critical business intelligence to our entire customer base, regardless of their choice of CRM. [The software] will ultimately provide a foundation for marketers to transform their entire marketing ecosystem."

Aside from improving communication between departments, specific features for the HubSpot Leads API include the ability to track, filter, search for and update leads using various criterions. Matching lead identifiers and lead information will also be available via a search. All of this up-to-date information, then, is exportable to databases and Dynamics CRM.

With this software, HubSpot has closed a departmental gap and increased the quality of harvested marketing metrics. As a result, Dynamics CRM users who choose to utilize it should see an uptick in their marketing efficiency, according to the company.