For manufacturers in competitive, specification-driven markets, timing and relevance aren't nice-to-haves in marketing — they're the difference between winning and losing an account. But when your CRM and marketing platform are disconnected, your team is always working a step behind.
A metals and mining manufacturer specializing in stainless steel, nickel alloy, and titanium plate products knew this problem well. Their sales team relied on Microsoft Dynamics 365 to manage customer relationships, but marketing was running entirely out of HubSpot — with no live connection between the two. Customer data had to be manually exported and re-imported on a recurring basis, and by the time marketing acted on it, the information was already out of date. Campaigns were broad where they should have been targeted, and opportunities that sales had already identified were invisible to marketing.
TrellisPoint built a two-phase Dynamics 365 and HubSpot integration that eliminated the manual work, connected the two platforms in real time, and gave marketing the CRM visibility they needed to run smarter campaigns. Here's how it came together — and what other manufacturers can take from it.
In metals and mining, customer relationships are long, technical, and high-value. Buyers aren't making impulse decisions — they're evaluating suppliers based on material specs, lead times, and track record. For marketing to contribute meaningfully to that process, it needs to know what's actually happening with each account.
That visibility simply didn't exist. Dynamics 365 held the full picture of customer interactions, account status, and sales activity — but none of that was accessible to the marketing team in HubSpot. The two systems operated independently, and the only way to bridge them was manually.
Over time, that disconnect created compounding problems across the business:
TrellisPoint designed a two-phase integration strategy that addressed both the historical data gap and the need for an ongoing, automated sync. The goal wasn't just to move data — it was to eliminate the manual work entirely and give marketing a live, reliable connection to Dynamics 365 that would stay accurate without anyone having to maintain it.
A well-architected CRM and marketing integration doesn't just solve today's data problem — it removes the recurring overhead that builds up around disconnected systems and gives every team a foundation they can actually trust.
Before a live sync could deliver value, HubSpot needed a complete baseline. Launching a real-time integration without historical context would mean marketers could see new activity but had no record of the customer relationship up to that point.
TrellisPoint used SQL Server Integration Services (SSIS) paired with KingswaySoft to migrate existing Dynamics 365 records into HubSpot in a structured, validated transfer. The result: from day one of the live integration, marketing had both the history and the real-time feed — not just one or the other.
With the historical records in place, TrellisPoint implemented a live integration using Power Automate and the HubSpot API. The integration monitors Dynamics 365 continuously — whenever a record is created, updated, or deleted, the change is automatically reflected in HubSpot without any manual steps.
This means when a sales rep updates an account after a call, closes a deal, or adds a new contact, marketing sees it immediately. No exports, no delays, no reconciliation process.
Once both phases were live, the marketing team had something they hadn't had before: a real-time, complete view of customer data directly inside HubSpot. The operational improvements rippled across the business quickly.
With Dynamics 365 and HubSpot in sync, marketers stopped launching campaigns based on week-old exports. Customer records in HubSpot now reflect the actual state of each account — updated automatically as sales activity happens.
Access to richer CRM data — including account history, product interest, and sales stage — allowed the team to segment HubSpot audiences with far more precision than was previously possible.
The recurring export-and-import process that had been consuming staff time on a weekly basis was eliminated entirely. The integration handles data movement automatically, with no human intervention required.
Perhaps the most durable benefit: sales and marketing are now working from the same information. That alignment reduces friction in handoffs, improves coordination on key accounts, and gives leadership a more accurate picture of pipeline and campaign performance together.
If you're a manufacturer running Dynamics 365 alongside a marketing platform like HubSpot, this project offers a useful blueprint — but there are a few things worth thinking through before you start.
A real-time sync between two platforms will amplify whatever is already in your CRM — good and bad. Dirty data, duplicate records, or inconsistent field usage in Dynamics 365 will flow directly into HubSpot if you don't address them first. A structured data audit before migration saves significant cleanup effort later.
It's tempting to skip the historical migration and just start syncing going forward. But context matters in B2B marketing — especially in manufacturing, where customer relationships span years. Building in the historical migration phase ensures your team has the full picture from day one, not just a partial one.
Not every field in Dynamics 365 is relevant to marketing. Being deliberate about what gets synced — and in which direction — reduces noise in HubSpot, keeps records cleaner, and simplifies the integration logic. More data isn't always better; the right data is.
The integration used two sets of tools. SSIS and KingswaySoft handled the one-time historical data migration from Dynamics 365 into HubSpot. Power Automate and the HubSpot API then established the ongoing real-time sync that keeps both systems aligned automatically.
Power Automate monitors Dynamics 365 for record-level changes — creates, updates, and deletions. When a change is detected, it triggers an automated call to the HubSpot API, updating the corresponding record in HubSpot immediately. No scheduled batch jobs, no manual steps.
The integration is configured to handle deletions as well as creates and updates, so HubSpot stays in sync across all record changes — not just new or modified entries.
In this implementation, the sync runs from Dynamics 365 into HubSpot — keeping the CRM as the system of record for customer data. Bidirectional sync is possible depending on the organization's needs, but it adds complexity and requires clear rules about which system "wins" when records conflict.
Timeline varies depending on data volume, the complexity of the field mapping, and the state of existing data quality. Projects like this typically move through discovery, migration, integration build, and testing over several weeks. A phased approach — migration first, then live sync — helps manage risk and keeps the rollout manageable.
If your marketing team is working from incomplete or outdated CRM data because Dynamics 365 and HubSpot aren't connected, the path forward is more straightforward than it might seem. The right integration — built with the right architecture — gives your team real-time access to the data they need without adding manual overhead or ongoing maintenance burden.
TrellisPoint specializes in Microsoft Dynamics 365 integrations for manufacturers and complex B2B organizations. Whether you're connecting Dynamics to HubSpot, consolidating platforms, or building out your broader Microsoft ecosystem, we help you get systems working together — and working for you.
Schedule a conversation with the TrellisPoint team to explore how a Dynamics 365 and HubSpot integration could work for your organization.
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