HubSpot has announced the acquisition of integration as a service (iPaaS) provider PieSync, marking the company’s first major acquisition since acquiring Kemvi and in 2017. With the acquisition, the companies seek to provide users with up-to-date customer profiles created from data spanning various platforms.

Why we should care

Many marketers know the grief of gathering data from disparate sources to keep customer profiles as valid as possible. Some rely on a combination of automated and manual processes which create a time-consuming and heavy lift, even for the brightest marketers.

PieSync provides both current and historic two-way data synchronization that runs in the background. And through the integration, HubSpot will allow users to sync their data in real-time. The synchronization can help users have the most current customer information pulled in from a number of apps to create the most accurate view of the customer.

“The HubSpot platform has grown significantly over the past four years, with more than 300 integrations now available to customers. While those integrations are powerful on their own, the addition of PieSync’s two-way sync technology will amplify that power and enable our customers to get the most value out of the tools they use every day,” said Brian Halligan, co-founder and CEO of HubSpot.

More on the news:

  • HubSpot’s acquisition strategy is to acquire companies that can accelerate items on their roadmap.
  • HubSpot’s open platform has over 300 app partners. The PieSync acquisition seeks to provide a more efficient way for users to manage multiple apps.
  • The average employee uses at least eight apps on any given day according to data from Blissfully.

About The Author

Jennifer Videtta Cannon serves as Third Door Media’s Senior Editor, covering topics from email marketing and analytics to CRM and project management. With over a decade of organizational digital marketing experience, she has overseen digital marketing operations for NHL franchises and held roles at tech companies including Salesforce, advising enterprise marketers on maximizing their martech capabilities. Jennifer formerly organized the Inbound Marketing Summit and holds a certificate in Digital Marketing Analytics from MIT Sloan School of Management.