Custom API Integration: Connecting Sage 200 to HubSpot for Detectamet
Project Overview:
When you’re trying to grow, the last thing you want is disconnected data.
That’s exactly what Detectamet – a global manufacturer of detectable products for the food and pharma industries – was facing. Their UK sales and marketing teams had made the leap to HubSpot, but all their core customer and order data still lived in Sage 200.
No integration. No sync. Just a lot of manual work and missed opportunities.
Why a Custom API was the right call
Detectamet didn’t need a simple plugin or connector. They needed a reliable, secure integration that reflected their specific data structure, synced on a regular schedule and left room to grow.
Off-the-shelf tools couldn’t deliver that. So we built them a custom API – one that sat between Sage 200 and HubSpot, quietly doing all the heavy lifting.
How we built the integration
We developed a bespoke Laravel-based API, hosted on AWS, that could pull and process customer data from Sage 200 and push it into HubSpot – cleanly, consistently and with built-in logic for how the data should behave.
What it does:
- Syncs customer, company and order data every day
- Maps Sage 200 fields to HubSpot properties
- Checks for duplicates before creating records
- Supports sales and marketing automation by triggering lifecycle events
- Includes error handling, logging and even an XML fallback if manual upload is ever needed
It’s not just an integration. It’s a foundation – something Detectamet can build on as they roll HubSpot out internationally.
What It’s Built With
A quick snapshot of the stack:
- Framework: Laravel
- Hosting: AWS
- Source: Sage 200
- Destination: HubSpot (Contacts, Companies, Deals)
- Data Formats: JSON by default, XML for manual exports
- Security: Token-based, scoped access
- Maintenance: Scheduled jobs + logging + error reports
What Changed After Go-Live
Once the integration was in place, things started to click:
✅ No more manual data entry
✅ Accurate, up-to-date customer records in HubSpot
✅ Sales could see what customers were ordering – and when
✅ Marketing could finally personalise campaigns based on real behaviour
✅ Everyone had more time to focus on strategy, not spreadsheets
It wasn’t just an API
This integration was one part of a much bigger picture. Alongside the API build, we worked with Detectamet to design and deliver a full CRM setup – from lifecycle automation to contact segmentation, email workflows and reporting dashboards.
If the API was the bridge, the CRM was the destination.
👉 Want to see how we set up their CRM from the ground up?
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