Use case: Task Management

As leading CRM and inbound marketing providers, innovation and collaboration are essential for the Marketing team at HubSpot. However, they faced a challenge common across enterprise organizations: fragmented workflows.

Marketing teams worked across Asana, Jira, and Airtable without any integrations, leading to inefficiencies that slowed their progress. Leaders understood that each tool had its place while recognizing the need for a smarter approach. By implementing Unito, HubSpot empowered seamless collaboration across Marketing teams, reinforcing their commitment to efficiency, top performance, and agility.

A problem rooted in disconnected tech

HubSpot’s marketing operations faced a familiar but pressing issue: tool silos. While the Academy team thrived in Airtable, the Creative and Brand team relied on Jira, and leadership depended on Asana for project visibility. Marketing Operations needed to support these teams, but the disjointed ecosystem caused bottlenecks, due to:

• Hours lost to manual data entry.
• Delayed updates and no real-time data.
• Disconnected workflows.

“Without a unified solution, we were spending as much time managing tools as we were working on the projects themselves,” explains Chaya Michel Cloward, who spearheaded the search for a better approach. While alternatives like Zapier and Workato were considered, they fell short.

While Zapier was user-friendly, it lacked the depth needed for complex workflows, making it unsuitable for the scale HubSpot required. On the other hand, Workato offered more customization but demanded significant setup time and certifications, which was impractical given HubSpot’s need for a scalable solution that would work even if Chaya’s contract ended. Unito, with its no-code platform and seamless integration capabilities, emerged as the ideal choice to bridge these gaps.

Unito: A game-changing solution

Unito’s potential was immediately clear to Chayal. Its no-code platform allows seamless integration across tools, facilitating collaboration even when teams work in their preferred environments.

What set Unito apart for Chaya:

1. No-code simplicity: Unito allowed HubSpot’s Marketing team to set up workflows themselves, without relying on IT resources.
2. Comprehensive integrations: Unito connects Asana, Airtable, and Jira with deep, two-way sync, ensuring that updates in one tool are reflected in real-time across others. Its support for extensive field mapping and custom rules allows teams to maintain consistency across operations. 
3. Responsive support: Unito’s team worked closely with HubSpot from day one in 2021,  resolving queries quickly, ensuring a smooth rollout, and performing extensive work on field mapping for the Jira and Asana integration. This collaboration helped identify inconsistencies, allowing Unito to enhance its platform for all customers.

“Unito’s flexibility and support were critical. They didn’t just provide a tool; they became a partner in solving our workflow challenges,” Chaya notes.

From fragmented to united

Before adopting Unito, HubSpot’s marketing teams struggled with fragmented workflows across different tools. This disconnected setup made it difficult for teams to collaborate well, as there was no seamless data flow between the systems. Teams were spending valuable time managing their tools instead of focusing on projects, leading to bottlenecks and delays.

By deploying Unito, the Marketing team at HubSpot was able to address team-specific needs and transform multiple cross-departmental workflows. Here are a few examples of their most popular syncs:

Tool pairing	Use case	Description	Result
Asana > Jira	Cross-team project collaboration	Updates in Jira, where technical and development work was tracked, were automatically reflected in Asana, allowing non-technical teams to stay aligned with project progress across multiple teams and marketing campaigns.	More cohesive teamwork and improved visibility for leadership, ensuring that all project initiatives move forward smoothly and on time.
Asana > Airtable	Tracking events and customer proof	Asana syncs with Airtable to keep global events data and customer records up-to-date for project teams using different platforms.	Streamlines process for tracking and managing events, ensuring project timelines and activities stay aligned without manual updates.
Asana <> Google Calendar	Visibility on team resource management	Asana syncs with Google Calendar to track paid time off and  update out-of-office tasks and team events.	Enhances team coordination by keeping project timelines aligned with availability.
Jira > Airtable	Ticket tracking	Jira syncs with Airtable to track issues related to specific programs, such as certifications or ticket resolution.	Ensures ticket tracker records are accurately updated in Airtable, improving real-time tracking and management of certifications and learning across teams.
Jira > Google Sheets	Issue tracking for web strategy program	Jira syncs with Google Sheets to update rows, tracking issues related to the web strategy.	Reduces manual data entry and improves real-time visibility of program tasks.
Asana > Google Sheets	Reporting on creative work	Asana syncs with Google Sheets to update an editorial calendar with creative production task information.	Improves coordination between marketing teams on project deadlines, providing a centralized view of tasks and simplifying the scheduling process.

Unito’s implementation at HubSpot was marked by a smooth, collaborative process that focused on continuous improvement and proactive support. Intuitive platform features, like notifications to prevent errors when removing trigger start dates during setup, helped avoid potential issues before they arose. And to ensure teams could quickly get up to speed with the new system, Unito’s team helped HubSpot create a centralized knowledge base. This knowledge base became a crucial resource for onboarding new users and providing clarity on how to navigate the integrated workflows. Over time, the resources continuously improved based on feedback from HubSpot’s teams, making it even easier for new users to adopt Unito and maximize its potential.

The impact of Unito’s integration

Unito’s seamless integration led to significant improvements in HubSpot’s project management and cross-functional collaboration. Key outcomes include:

• $595,000+ annual savings: By automating workflows and reducing manual tasks, HubSpot saves over half a million dollars each year.
• 5.8x ROI: Unito provides an impressive 5.8x return on investment, demonstrating its value as a highly cost-effective solution.
• 21,700+ tasks synced monthly: Unito syncs thousands of tasks across tools like Asana and Jira, streamlining communication and ensuring teams remain aligned.
• 152+ hours saved weekly: Teams regained over 152 hours a week, allowing more focus on strategic initiatives and high-priority work.
• Real-time visibility: Leadership can review ongoing projects and get actionable insights in minutes.
• Cross-team collaboration: Automated workflows eliminated silos, enhancing productivity.

One of the standout workflows was syncing creative web development projects in Asana with development tasks in Jira. This integration was crucial in improving communication, reducing errors, and ensuring projects stayed on track, leading to timely delivery and better overall results.

“Unito is the unsung hero of our workflows. It quietly connects everything, saving time and effort while ensuring alignment,” says Chaya Michel Cloward, Senior Marketing Technology Manager at HubSpot.

What’s next for HubSpot and Unito?

HubSpot plans to deploy Unito to additional departments, including IT and Customer Success. Integrations with tools like ServiceNow and GitHub are on the horizon, promising even greater efficiency and collaboration.

For companies facing similar challenges, Chaya has a clear recommendation: “Unito is a no-brainer. Its ability to integrate seamlessly and its reliability make it an indispensable tool.”

About HubSpot

Founded in 2006, HubSpot is a leading American software company specializing in inbound marketing, sales, and customer service solutions. Headquartered in Cambridge, Massachusetts, HubSpot serves over 238,000 customers worldwide with a comprehensive suite of tools designed to enhance customer relationship management, social media marketing, content management, lead generation, web analytics, search engine optimization, live chat, sales enablement, and customer support.

HubSpot continues to innovate by integrating artificial intelligence to enhance capabilities across marketing, sales, and service departments. The company’s commitment to growth and excellence is reflected in its financial performance, with total revenue of $2.17 billion in 2023, marking a 25% increase from the previous year. For more information about HubSpot and its offerings, visit hubspot.com.