22 July 2021

Kenny McCormack

Senior Solutions Architect

Discover the benefits of syncing your LMS and Hubspot, and some of the easiest ways of integrating the two platforms.

If you’re selling courses on your LMS, opening an academy linked to your business or using your LMS for e-commerce, syncing your LMS with Hubspot gives you lots of opportunities to streamline your work.

Your Hubspot and LMS integration can be either one-way or bi-directional, depending on whether you just need Hubspot to communicate with your LMS or if you want information going both ways.


Why integrating your LMS and Hubspot makes sense


Save time and money

If you’re using Hubspot as your CRM and also using an LMS, like Totara Learn or Moodle LMS, it makes sense to save as much administration time (and therefore money) by avoiding duplicating tasks. Automating processes such as creating users, enrolling users and starting workflows between the two systems makes everything run more efficiently.


Better marketing

Syncing your LMS with Hubspot makes it easier to sell more courses in future. If Hubspot immediately knows all of your customers who enrolled on your course ‘LMS integrations for beginners’, you can immediately target them with marketing for ‘Further adventures in LMS integrations’.


How to integrate your LMS with Hubspot

There are various ways of integrating your LMS with Hubspot. The best option for you will depend on what you want to achieve from integrating Hubspot with Totara, Moodle or another LMS. Let’s look at some of those Hubspot integration options.


User provisioning from Hubspot to LMS

With this type of integration, when users are created on your CRM (either directly or through an existing integration with an ecommerce platform or another system) they are added to your LMS as new users either automatically or at regular intervals.

This integration could be expanded so that users are enrolled on specific courses on your LMS based on what they bought on your ecommerce platform.

A typical user provisioning setup might be:

  1. Your customer registers on your ecommerce platform.
  2. A contact record is created on Hubspot.
  3. Your customer buys something on your ecommerce platform.
  4. A purchase line item is created on Hubspot.
  5. Hubspot creates a user account on your LMS.
  6. Hubspot creates enrolment for the user on the LMS based on the e-learning they bought.

To achieve this you will need a mapping of the user on the LMS to the contact record on the CRM. You will also need a mapping between the product in the ecommerce platform, the product in the CRM and the relevant course on the LMS.


Self-registration authentication plugin on your LMS

This plugin-based integration means that, when a user registers themselves on the LMS, a contact record is automatically created on Hubspot. The Hubspot contact record identifier would be stored on your LMS and matched with the account to ensure the two accounts remain linked for future use. This makes it easy to send targeted marketing messages.

Whereas in the example above the integration relied on a third-party e-commerce site, this type of integration would use an e-commerce component, such as Intellicart, on the LMS.

With the Hubspot contact record associated with the LMS user account, the integration would allow for syncing between the two. So when a user updates their profile on your LMS, their Hubspot contact record would be updated, too.

A typical setup might be:

  1. Products in Hubspot are mapped to products (such as courses) in the LMS e-commerce platform.
  2. Your customer buys a course or multiple courses. In this case of multiple courses, a deal would be created in Hubspot and a line item added for each course purchased in the deal.
  3. Your customer is enrolled on the course(s). Hubspot knows what has been purchased and this can be used for CRM workflows.


Pushing learning completion records from your LMS to Hubspot

In this type of integration, you can push any data or update from your LMS directly to Hubspot. This is dependent on having a mapping between the two systems.

Enrolment information, completion data and certificate issues are some examples of information that could be pushed from your LMS to Hubspot to manage your CRM workflow.


Embedding Hubspot forms in your LMS

This integration uses forms created in Hubspot embedded in your LMS. When a user submits the form, this initiates a relevant workflow in Hubspot.

For example, perhaps your user requires reasonable adjustment (RA) to be made for a course on the LMS. A form you’ve created on Hubspot is embedded on the course.

When the user submits the form it initiates a Hubspot workflow creating a task for the appropriate person to review the request and take appropriate action to deal with the request.


Interested in integrating your LMS and Hubspot?

If you’ve got any questions about integrating Hubspot and Totara, Moodle Workplace or Moodle, feel free to fill out the form below and we’ll be in touch.

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