HubSpot Powers Digital Transformation with Azuqua

Use Case Overview

At HubSpot, business departments solve many of their challenges via a range of third-party software solutions, which at times create issues as data moves among those solutions.

Using Azuqua, HubSpot’s business systems analysts created a way to efficiently pass data among CSM, Sales, and proprietary data repositories. The project proved so effective that HubSpot subsequently employed Azuqua in another 100 processes, allowing end users to transform the organization by building their own automation.

Whether you want to increase leads, accelerate sales, organize your contacts, or better serve your customers, HubSpot has a solution to help you grow.

Location: Cambridge, MA
Founded: 2006
Employees: 1,500 
Industry: Marketing and Sales Services

Azuqua is unique and powerful because it allows me as a non-developer to have developer capabilities at my fingertips.

– Nico Rodriguez
Senior Business Systems Analyst, HubSpot

Key Benefits


4 FTEs saved

Hubspot eliminated the need for 4 FTE’s by reducing time spent on manual data entry between SaaS applications by 90%. 


Democratized digital automation

Hubspot transformed their digital processes, enabling teams to go straight from identifying the business problem to building a solution with Azuqua. 


100+ automated digital processes

Hubpsot created a center of excellence for digital automation and SaaS integration, resulting in a fully automated customer journey consisting of over 100 automated processes. 


As part of its core operating principles, HubSpot seeks to automate and streamline as much as possible. Jeff DaSilva, senior business automation analyst at HubSpot, focused on this effort and sought out tools for that end, across the entire business.

Meanwhile, in an effort to build great customer relationships, the HubSpot Customer Success Management (CSM) team was using Gainsight, Salesforce, and a robust, custom dataset designed specifically for their needs. However, the way in which Gainsight and Salesforce define the customer was incompatible with the method used by the HubSpot CSM team–at the account level instead of at the user level. What’s more, they also needed the ability to handle custom data that went beyond Gainsight’s native capabilities.

While DaSilva was initially looking to automate processes across the customer success team, Nico Rodriguez, senior business systems analyst at HubSpot, and his team were tasked with finding a way to make the systems more compatible across the company. He set out to translate business needs around these issues into technical requirements, and work with developer resources to find answers.


The Azuqua platform originally was purchased for the customer success team to solve business requirements related to automated workflow and system integration. During a free trial of Azuqua, DaSilva quickly figured out that Azuqua was different than other tools. Azuqua was the first tool HubSpot had tried that did not require a dedicated resource to implement and build out workflows, and it was intuitive enough that end users could build automation themselves, without requiring involvement of more technical resources.

The success of the Azuqua platform within DaSilva’s team on the business side of HubSpot attracted the IT team, including Nico Rodriguez, to the product. With Azuqua, Rodriguez and his team were able to load data from their custom applications into Gainsight and related tables without using any developer time.


Using Azuqua, HubSpot quickly and efficiently bridged the gap between Gainsight, Salesforce, and their custom applications, giving the CSMs reliable data in exactly the way the business needed. At that point, DaSilva and his team quickly realized that Azuqua could be used more broadly to not only meet needs around data integration, but to fundamentally change the way his team was able to solve problems.

The success of Azuqua in the initial project led the HubSpot to explore additional opportunities within the company. Hubspot now automates approximately 100 processes using Azuqua, many of them standardized and managed centrally by IT for efficiency and ease of updating. HubSpot also uses Azuqua to onboard and deactivate accounts.

“Two years ago we had an FTE 100% responsible for manual processing related to data quality type tasks,” said Jeff DaSilva, senior business automation analyst at HubSpot. “If we had continued on that manual path we would probably have about 4 FTEs at this point. With Azuqua we spend only 10% of one FTE’s time performing maintenance on the automation of these tasks.”

In fact, HubSpot now uses Azuqua to track and automate the entire new customer journey. The process that starts right when the user purchases. Based on the value of the contract and other variables, the user is inserted into a specific onboarding sequence. Azuqua then tracks up to 14 steps and triggers emails, instructional videos, in-product interactions and more, all based on which step they are in.

“Azuqua has given my team the freedom to think more creatively about challenges because they have the power to implement robust solutions,” said Rodriguez. “We can go straight from understanding the business problem to building a solution with Azuqua.”

As HubSpot grew, Azuqua scaled with them and delivered significant time savings, data quality improvements, and efficiency gains across the organization. Most manual operational tasks have been eliminated. Added DaSilva: “Before Azuqua we spent a large amount of time talking about technical complexities. Now we only talk about solving for customer success and values because the technical complexities disappeared with the introduction of Azuqua.”