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Simac's HubSpot Integration: Achieving Marketing ROI Excellence

  • Industry: Technology and Software
  • Company size: Large company (1250 employees)
  • Services: HubSpot Integrations, Solution Architecture, Data Governance
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Summary

Simac overcame fragmented reporting and departmental silos and gained unified marketing ROI visibility with comprehensive HubSpot-SAP C4C integration using ElixirSync. Now equipped with automated lead handoffs, complete customer journey tracking, and accurate campaign performance measurement, Simac can optimize marketing investments while driving consistent revenue growth across their diverse technology portfolio.

Integrated Marketing ROI Reporting
Automated Lead Management Process
Complete Customer Journey Visibility

The challenge

Growing Success, Reporting Struggles

Simac, a purely Dutch family company active in Benelux and Central Europe, serves medium and large organizations with high-quality technology solutions across diverse segments through their 1250-person workforce. Their sales department used SAP Hybris Cloud for Customer (C4C) while marketing leveraged HubSpot for inbound methodology, creating operational excellence but reporting challenges.

Marketing qualified leads lost in handoff delays

Sales representatives weren't receiving marketing qualified leads in timely fashion, and when they did, critical HubSpot interaction data was missing, reducing conversion effectiveness.

Complex SAP data extraction hampering marketing optimization

With decades of customer history, identifying active, valuable prospects from their extensive SAP database was error-prone and time-consuming, preventing effective marketing targeting.

Incomplete ROI calculations undermining marketing investment decisions

Data silos between SAP and HubSpot meant marketing campaign ROI calculations didn't reflect actual sales outcomes, making strategic marketing decisions difficult.

Advanced Integration Architecture, Not Basic Data Sync

Simac needed more than simple data connection, they required a sophisticated revenue operations platform that would:

  • Enable automated, criteria-based lead transfer from HubSpot to SAP with complete interaction history
  • Implement intelligent data governance preventing accidental SAP master data corruption
  • Create automated campaign creation and attribution tracking for accurate ROI measurement
  • Establish bidirectional opportunity synchronization for complete marketing performance visibility
How We Made It Happen

ElixirSync integration delivering four key elements

1. HubSpot Contact to SAP C4C Lead Synchronization

Leads are sent from HubSpot to SAP when specific criteria are met, along with campaign attribution data. Lead lifecycle information flows back to HubSpot, and when leads convert to opportunities, SAP automatically creates accounts and contacts.

ElixirSync then transitions to sync the HubSpot contact with the SAP account and contact rather than the original lead.

 

2. Advanced Data Governance Rules

Since SAP master data is used across multiple business processes, changing it from external systems isn't acceptable. ElixirSync includes business rules preventing unexpected changes to SAP account master data, maintaining data integrity while enabling integration.

3. Campaign Integration and Attribution

Campaigns are automatically added to leads in SAP to enable ROI calculation. When campaigns don't yet exist in SAP, ElixirSync creates them and adds them to the lead, ensuring complete marketing attribution tracking.

 

4. Opportunity Synchronization

Information about open, won, or lost deals is synchronized between SAP opportunities and HubSpot deals. This provides marketing teams visibility into sales outcomes for targeted campaigns and accurate reporting on campaign touchpoint effectiveness.

ElixirSync Mashup Screen Integration

We embedded HubSpot interaction data directly within SAP C4C through sophisticated mashup screen technology. This breakthrough integration allows sales representatives to access complete customer journey information without leaving their CRM environment.

  1. Real-Time Customer Intelligence: Sales teams can instantly view website pages visited, content downloaded, and email interactions directly within SAP C4C records.
  2. Contextual Sales Conversations: Representatives enter every prospect interaction with complete marketing context, enabling personalized discussions that reference specific customer interests and behaviors.
  3. Unified Workflow Efficiency: The mashup eliminates system switching, reducing sales process friction while ensuring no marketing intelligence is lost during customer interactions.

This technical innovation demonstrates how advanced integration can create truly unified customer experiences that leverage the best capabilities of both systems while maintaining familiar user workflows.

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Main Results

Simac successfully unified their marketing and sales operations through ElixirSync integration, enabling accurate marketing ROI reporting and growing revenue per lead for each campaign since implementation in 2016, while maintaining their position as a leading technology solutions provider.

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The Impact

What Success Looks Like

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