Smart Sync: Streamlining HubSpot–NetSuite Customer Data with Boomi Automation | HubSpot–NetSuite Case Study
About the Customer
The customer is a fast-growing, award-winning ad-tech company headquartered in Denver, dedicated to delivering Madison Avenue-quality digital marketing solutions to local businesses. Since its inception in 2013, it has partnered with hundreds of clients worldwide, leveraging a proprietary white-labeled platform that unifies proposal creation, order management, campaign execution, and reporting into a single, streamlined experience. With a proven track record of innovation, strategic acquisitions to expand capabilities, and a strong focus on technology and performance-driven results, the customer empowers media companies and agencies to achieve exceptional outcomes while maintaining a customer-first approach.
Application Requirements
Our project aimed to streamline customer hierarchy synchronization between HubSpot (CRM) and NetSuite (ERP) for our customer. In HubSpot, the customer maintains a three-tier hierarchy — Partner as the primary entity, multiple Divisions under each Partner, and multiple Advertisers under each Division. This exact structure needed to be mirrored in NetSuite to ensure data consistency across both systems. Leveraging Boomi as the integration platform, we designed a solution to automatically detect and transfer newly created Partners, Divisions, or Advertisers in HubSpot to NetSuite during the next scheduled execution. This automation ensures accurate hierarchy maintenance, reduces manual effort, and improves overall operational efficiency.
The Business Case Challenge
OdiTek’s Solution
The solution design began with a focus on robust error handling by implementing a Try-Catch shape immediately after the start shape of the process. This ensured that any unexpected errors were caught early, logged, and managed effectively.
To maintain the three-tier hierarchy, we planned three separate API calls for each category of data: Partners, Divisions, and Advertisers. The process was organized into three distinct branches:
- First branch – Fetch and create Partner records
- Second branch – Retrieve Divisions from HubSpot and link them to the correct Partners in NetSuite.
- Third branch – Retrieve Advertisers and associate them with the appropriate Divisions.
This branching approach ensured that no child record (Division or Advertiser) was created before its parent existed in NetSuite, effectively solving the hierarchy dependency issue.
For the pagination limitation in HubSpot (where only 200 records could be retrieved per call), we implemented a looping mechanism. After fetching data from HubSpot, the process split the records and captured the last page number in a dynamic process property. Using a branch shape, the first branch executed the main flow to update NetSuite, while the second branch made additional HubSpot API calls to fetch the next set of records after the last retrieved page. This loop continued until no more data remained. A decision shape was placed before the branch to check if additional data existed; if the dynamic process property was blank, the loop stopped automatically.
The NetSuite access restriction issue was the most challenging to resolve. Initially, Boomi could only create or update records that it had created itself, meaning it could not add Divisions or Advertisers under preexisting Partners in NetSuite. To diagnose this, we created new Partner records in NetSuite and successfully added Divisions under them — confirming that the limitation was tied to access rights for existing records. After discussions with the NetSuite team, permissions were updated to allow Boomi to access and update all relevant historical records. Once resolved, Boomi could correctly look up existing Partners and Divisions in NetSuite, ensuring accurate hierarchy mapping for all data, whether newly created or pre-existing.
At a Glance
The “HubSpot–NetSuite Customer Hierarchy Sync” flow is designed to ensure accurate and automated synchronization of a three-tier customer structure — Partner, Division, and Advertiser — between HubSpot (CRM) and NetSuite (ERP), leveraging Boomi’s integration capabilities. By implementing automated detection of newly created records, maintaining strict parent–child hierarchy mapping, and overcoming API pagination and platform permission challenges, this flow enables seamless data consistency across both systems. The result is reduced manual effort, improved operational efficiency, and a reliable foundation for managing complex customer relationships at scale.
Industry
This integration solution serves the digital marketing and advertising industry, specifically for businesses leveraging HubSpot for customer relationship management and NetSuite for enterprise resource planning. By synchronizing complex customer hierarchies across both platforms, it supports media companies, advertising agencies, and marketing service providers in maintaining accurate data, streamlining operations, and delivering campaigns with greater efficiency.
Key Results
The HubSpot–NetSuite integration delivers key outcomes such as automated synchronization of customer hierarchies, elimination of manual data entry, and improved data accuracy across CRM and ERP systems. By ensuring that Partners, Divisions, and Advertisers are consistently and correctly structured in both platforms, the solution enhances operational efficiency, reduces processing time, and enables the customer to focus on delivering high-quality marketing services rather than managing data inconsistencies
Technologies Used
The implementation of the HubSpot–NetSuite integration leveraged Dell Boomi as the core integration platform, utilizing HubSpot’s REST APIs for data retrieval and NetSuite’s SuiteTalk APIs for record creation and updates. Dynamic Process Properties were employed for managing pagination and incremental data loads, while Branch, Decision, and Try-Catch shapes enabled structured process flow, error handling, and conditional execution. Advanced lookup functions ensured correct parent–child hierarchy mapping, and role-based permissions in NetSuite were configured to enable access to both newly created and pre-existing records.
Result
The HubSpot–NetSuite customer hierarchy synchronization project was successfully deployed, ensuring automated, accurate, and timely transfer of Partner, Division, and Advertiser records from HubSpot to NetSuite. The solution eliminated manual data entry, preserved the three-tier hierarchy structure, and significantly reduced processing delays. With the integration in place, both systems now operate in sync, enabling the customer’s teams to work with consistent and up-to-date information across CRM and ERP platforms. This has improved operational efficiency, minimized errors, and provided a scalable framework to support future business growth and system enhancements.
