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Crossmedia's HubSpot Integration: Zapier-Powered Automation

  • Industry: Media & Entertainment
  • Company Size: Mid-sized company (50-200 employees)
  • Services: HubSpot integrations, Business Assessment, Technical Assessment
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Summary

Crossmedia overcame fragmented data management and gained streamlined commercial operations with HubSpot and Scoro integration through Zapier. Now equipped with automated workflows, unified customer data, and enhanced marketing capabilities, Crossmedia can deliver more efficient services to publishers and professional associations.

Enhanced Workflow Automation
Unified Data Management
Improved Commercial Efficiency

The challenge

Ambitious Growth Plans, Fragmented Systems

Crossmedia helps publishers and professional associations find sponsors and advertisers for trade magazines, websites, online newsletters, and conferences. Despite their expertise in connecting clients with opportunities, their internal systems were holding them back.

Customer Information Scattered Across Systems

Crossmedia was struggling with fragmented customer data spread across multiple platforms. Their client information lived in different systems, making it difficult to get a complete view of their relationships with publishers and advertisers.

Limited HubSpot Utilization

Another challenge was their underutilization of HubSpot. They were only using it as a basic mailing tool with little to no automation, missing out on the platform's powerful commercial capabilities that could streamline their operations.

Risk of System Abandonment

The final issue Crossmedia faced was the potential abandonment of HubSpot altogether. Without proper guidance and implementation support, they would have likely given up on the platform entirely, losing their investment in digital transformation.

A Digital Transformation, Not Just Tool Implementation

Crossmedia needed more than just another integration, they required a comprehensive automation strategy that would:

  • Create seamless data flow between HubSpot and their project management system
  • Establish automated workflows for repetitive commercial processes
  • Enable advanced marketing capabilities beyond basic email functionality
  • Provide expert guidance to maximize their HubSpot investment
How We Made It Happen

Zapier-powered integration connecting HubSpot with Scoro for automated commercial operations

1. Strategic Platform Assessment

We conducted comprehensive stakeholder interviews to understand Crossmedia's unique workflow requirements.

Through detailed process mapping, we identified critical integration points between their marketing activities in HubSpot and project management needs in Scoro.

 

2. Custom Zapier Integration Development

We designed and implemented sophisticated Zapier workflows connecting HubSpot and Scoro.

These automated integrations enabled seamless data synchronization, ensuring customer information flowed efficiently between their marketing platform and project management system without manual intervention.

3. Advanced Workflow Configuration

We configured advanced automation workflows within HubSpot itself, moving beyond their basic email functionality.

This included setting up lead scoring, automated nurturing sequences, and sophisticated tracking mechanisms that aligned with their commercial processes.

 

4. Implementation Support and Training

We provided comprehensive training to ensure successful adoption across their commercial departments.

Our team delivered hands-on guidance, helping them understand not just how to use the integrated systems, but how to leverage automation for maximum efficiency.

Advanced Webhook Solutions for Complex Integration Challenges

We developed a sophisticated webhook infrastructure to overcome native platform limitations. When Scoro couldn't directly communicate contact deletions to Zapier, we engineered a custom solution using API calls to Zapier webhooks.

  1. Seamless Data Lifecycle Management: Complete synchronization including contact creation, updates, and deletion across platforms.
  2. Workaround Innovation: Created HubSpot lists for contacts marked for deletion, implementing automated cleanup processes when direct deletion wasn't supported.
  3. Property Mapping Excellence: Established robust dropdown value matching protocols, ensuring data consistency between systems through custom mapping applications.

This innovative approach eliminated the technical barriers that could have prevented successful integration, demonstrating how creative engineering solutions can overcome platform limitations while maintaining data integrity.

Hubspot integrations page- zapier

 

Main Results

Crossmedia now operates with a fully integrated commercial ecosystem where HubSpot and Scoro work together seamlessly. Their marketing activities automatically sync with project management workflows, eliminating data silos and enabling their team to focus on serving clients rather than managing systems.

 

Screenshot 2025-09-03 at 22.40.43

 

The Impact

What Success Looks Like

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