Case Study : Seamlessly Integrating Airtable Forms with HubSpot Deals

As a HubSpot Platinum Partner agency, Amwhiz is dedicated to helping businesses optimize their CRM and sales processes through innovative and seamless integrations. In this case study, we showcase a successful project where we integrated Airtable forms with HubSpot deals, providing our client with a streamlined workflow that enhanced their sales operations.

Introduction to Airtable: A Versatile Data Management Platform

Airtable is a cloud-based platform that combines the simplicity of a spreadsheet with the power of a database, making it a versatile tool for managing and organizing data. Businesses use Airtable to store and manipulate various types of data across multiple tables, which can be linked and automated for efficient data management. With its user-friendly interface and robust API capabilities, Airtable is a popular choice for teams looking to manage their data dynamically and collaboratively.

The Challenge: Bridging Airtable and HubSpot for Enhanced Sales Workflows

Our client was using Airtable to store and manage data across multiple tables with complex automation rules interlinking them. However, their sales process began in HubSpot, where the sales team would create new deals. They needed a solution that would seamlessly connect HubSpot deals with Airtable, ensuring data synchronization between the two platforms without manual intervention. 

The primary requirements were:

• Automated Airtable form to Deal properties update: Automatically create a new Airtable form URL for each deal when a sales representative creates a new deal in HubSpot.
• Data Synchronization: Sync data between Airtable and HubSpot, ensuring the latest information is always available to the sales team.
• Efficient Data Management: Maintain data integrity across both platforms, using unique identifiers like Deal IDs to map and update records accurately.

The Solution: Custom Integration Using Workflows, Webhooks, and AWS Lambda

To achieve the seamless integration between Airtable and HubSpot, Amwhiz developed a custom solution leveraging HubSpot workflows, Airtable forms, AWS Lambda, and webhooks. Here's how we approached the integration:

1. HubSpot to Airtable Form Creation:

• When a new deal is created in HubSpot, a workflow is triggered. This workflow dynamically generates an Airtable form URL, incorporating hidden data via URL query parameters. 
  For example: https://airtable.com/demo/test/?prefill_DealID=1832876775&hide_DealID=true
• In this URL, the prefill_DealID parameter passes the HubSpot deal ID to Airtable, and the hide_DealID=true parameter ensures the deal ID remains hidden from the end user but is available in the form's submission data.

• As the sales team or client fills out and submits the Airtable form, the data is captured and stored in Airtable as a new row, along with the hidden deal ID.
  
  3. Webhook Integration and AWS Lambda Processing:
  
  
• To automate the synchronization process, a webhook in Airtable is triggered upon form submission. This webhook sends a notification to our AWS webhook listener, which is configured to handle incoming data from Airtable.
• The AWS webhook listener is a Serverless Lambda function designed to process incoming requests. When the webhook is triggered, the Lambda function receives the payload containing the Airtable form data and the associated Airtable record ID.

• The Lambda function then fetches the specific row data from Airtable using the record ID. It maps the Airtable data to the corresponding HubSpot deal using the unique Deal ID as a key.
• The function updates the HubSpot deal with the new data, ensuring the sales team has the most up-to-date information without needing to manually transfer data between platforms.

Technical Deep Dive: AWS Lambda and Webhook Implementation

To ensure a robust and scalable solution, Amwhiz employed a Serverless architecture using AWS Lambda functions. This approach provided several advantages:

• Scalability: AWS Lambda automatically scales up to handle increasing loads, ensuring our integration could process any number of form submissions without degradation in performance.
• Cost-Effectiveness: The Serverless model ensures cost-efficiency by only charging for actual compute time, eliminating the need for dedicated servers or over-provisioned infrastructure.
• Reliability: AWS Lambda, combined with Amazon SQS for message queuing, provides a reliable architecture that handles retry logic and ensures data integrity during transmission and processing.

For Github or the function script we used, please reach us or contact us

Integration Workflow:

• HubSpot Workflow Initiation: A workflow in HubSpot detects a new deal creation, generates a pre-filled Airtable form URL with hidden deal ID parameters.
• Airtable Form Submission: The form is filled out and submitted, capturing the data into Airtable along with the hidden deal ID.
• Webhook Trigger: Airtable’s webhook sends a payload to the AWS Lambda listener upon form submission.
• Lambda Processing: AWS Lambda function processes the incoming data, extracts relevant details, and updates the corresponding HubSpot deal based on the unique Deal ID.

Benefits of the Integration

The integration provided several key benefits to our client:

• Seamless Data Flow: The automated workflow eliminated manual data entry, reducing errors and saving time for the sales team.
• Real-Time Updates: The synchronization between Airtable and HubSpot ensured that sales representatives always had access to the most recent data, improving decision-making and response times.
• Improved Data Accuracy: By using unique identifiers (Deal IDs) to map data, the integration maintained data integrity across both platforms.
• Enhanced Sales Efficiency: The streamlined process enabled the sales team to focus more on selling rather than administrative tasks, ultimately driving better sales performance.
  

Conclusion

This case study demonstrates Amwhiz's expertise in delivering seamless integrations that enhance business processes and improve efficiency. By leveraging the power of AWS Lambda, HubSpot workflows, and Airtable’s API capabilities, we provided a robust and scalable solution that met our client's specific needs. If you’re looking to optimize your CRM workflows and integrations, Amwhiz has the experience and expertise to help you achieve your goals. Contact us today to learn more!