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Regent University Accelerates Lead Follow-Up with Scribe’s Real-time Integration to Ellucian Recruit

Founded in 1978 in Virginia Beach, Regent University is one of the nation’s leading academic centers for Christian thought and action. Students, faculty and administrators all share a calling—founded on biblical principles—to make a significant difference in the world. Regent offers affordable, high-quality degree programs while also preparing men and women to excel both in mind and spirit. The university enrolls approximately 9,000 students each year, and in 2017 topped the list of Best Online Bachelor’s Programs in Virginia by U.S. News & World Report.


Regent University had a goal to grow the university’s enrollment. That meant that the admissions office and the IT infrastructure had to prepare for an increased marketing effort and plan to interact with a greater number of prospects.

“We knew our admissions staff was going to be responding to more inbound inquiries from prospective students, so we needed to enable our admissions counselors to work more efficiently,” explains John Reddy, Director of Web Development for Regent University. “We are among the fastest growing universities in the country, and we want to keep that momentum going.”

To accelerate their recruiting efforts, the university decided to deploy Ellucian CRM Recruit, which runs on Microsoft Dynamics CRM and is designed especially for higher-ed recruitment. Ellucian would allow admissions counselors to personalize their communication with prospective students and follow up on any leads generated through website inquiries and pay-per-click (PPC) and pay-per-lead (PPL) marketing programs run on third-party websites.

Whether Regent University can convert a prospective student to an applicant is dependent on how fast the admissions counselors can respond to an inquiry. The university strives to reach out by phone within just a few minutes of receiving an inquiry, which means leads need to flow into the Ellucian system as fast as possible.

But Ellucian didn’t offer a fast way to import the leads from the Oracle database, which is where the university aggregated all its leads. Rekeying the information manually would have required extra resources, and running a batch process to move the data once per hour would have hurt their conversion rates.

To ensure fast follow up, Regent therefore needed an integration solution that could connect Ellucian CRM Recruit to the Oracle database and execute data exchanges in real time. “We needed real-time data synchronization because it’s best to contact prospective students right after they submit an inquiry,” Reddy says. “That’s the key moment-in-time when they are most interested in hearing what we have to offer; we can’t let that opportunity slip by.”


After conducting research of possible integration solutions, Regent University identified three possible candidates to connect the Oracle database to Ellucian CRM Recruit. These included Scribe, Jitterbit and MuvData.

“We reviewed quotes from all three companies, but Scribe set itself apart by demonstrating how Scribe Online is the easiest to implement and the most reliable in executing real-time data exchanges,” says Reddy. “We created a test account and set up the data integration without any training.”

Given that the IT team was in a time-crunch to deploy Ellucian CRM Recruit quickly to help maintain and accelerate recruitment efforts, Scribe’s ease-of-deployment and ease-of-use were critical factors. And since Microsoft Dynamics and the underlying Microsoft SQL database were new to the IT team, using Scribe Online to see the entities and the Microsoft fields proved helpful in picking up the nuances of those technologies.

“The Scribe website offers instructional videos, which walked us through all the different integrations we could build,” Reddy says. “After watching the videos, it was pretty easy for us to know what to do.”


The new workflow process—with Scribe Online transferring data from the Oracle database into Ellucian CRM Recruit in real time—continues to work effectively. Because the integration was able to match the existing business process, the recruitment staff was able to use the new system without any interruption. And when any data-transfer errors occur, Scribe Online immediately pinpoints the issue so Reddy and his team can resolve it before end-users are impacted.

“Our entire team is very impressed with how well Scribe works,” Reddy says. “It does everything we need in relation to transferring data in real time from the Oracle database into Ellucian CRM Recruit.”

In addition to utilizing the Scribe integration that connects the Oracle and Ellucian CRM Recruit systems when a prospective student submits a website form, the combined technologies also help conduct outreach for recruitment events. Regent can also use Scribe for on-demand situations, such as running a mass update in Ellucian CRM Recruit.

Ultimately, Scribe Online has enabled the Regent University IT team to achieve the results required by the senior leadership team when choosing to deploy Ellucian CRM Recruit: “In addition to creating better experiences for prospects as they interact with our admissions counselors, we have also enhanced our internal efficiencies in the way we process prospect data,” Reddy says. “Most importantly, we can continue our mission of immediately calling prospects back, which contributes to our overall effort of continuing to increase our enrollments.”

The Rainforest Alliance Improves Supply Chain Traceability with Scribe

The Rainforest Alliance is a growing network of people who are inspired and committed to working together to achieve our mission of conserving biodiversity and ensuring sustainable livelihoods. Through creative, pragmatic collaboration, we aim to rebalance the planet by building strong forests and healthy communities around the world. The Rainforest Alliance is on a mission to conserve biodiversity and ensure sustainable livelihoods around the world by transforming land-use practices, business practices, and consumer behavior. The alliance’s labeling and certification efforts encourage more than 1.2 million international farmers to follow sustainable agricultural, forestry, and tourism practices as they produce food, beverages, paper products, building materials, and other goods and services. Manufacturers, such as CPG companies, farms and forestlands that meet the rigorous, third-party standards of the Sustainable Agriculture Network or the Forest Stewardship Council are awarded the Rainforest Alliance CertifiedTM seal.


The Rainforest Alliance Certified seal can be found on hundreds of sustainably-produced consumer goods including coffee, tea, cocoa, paper products and much more. This seal informs consumers that a given product meets certain eco-friendly guidelines, providing farmers and foresters a definitive marketing boost. To certify products, the Rainforest Alliance works with farmers, foresters and tourism operations through the supply chains that end up on the store shelf. The data management, certification, and reporting processes, however, was slowed down by a number of manual steps to process data from multiple systems. If someone couldn’t pull the information due to sick/ vacation days or other priorities, the data could become outdated and cause significant disruption. The Rainforest Alliance saw an opportunity to provide better visibility into the supply chain, shorten the seal approval process for suppliers, and reduce the IT workload if they could automate a number of key data processing steps and better integrate their systems.


The Rainforest Alliance had a number of disconnected systems: Salesforce held supply chain information, such as information on certification and the results of audits; Microsoft Dynamics CRM stored contact information; Microsoft SQL Azure was used as a data warehouse to serve their reporting needs; and Microsoft Dynamics SL processed financial data and invoices. To improve the quality of their supply chain data, the Rainforest Alliance wanted to eliminate a number of time-consuming data handling processes by automating the data movement from one system to another. When looking for potential options to power their integrations, they considered using Informatica, but chose Scribe Online, Scribe’s integration platform as a service (iPaaS), because of its superior support for Microsoft SQL Azure and it offered pre-made connectors for the applications they were using, which would make the transition from manual to automated processes very quick.

After selecting Scribe Online, they created a number of key connections. First, they created an integration that moved certification and audit information from Salesforce to Microsoft SQL Azure on an hourly basis to eliminate manually pulling data from Salesforce and to ensure that the data never got out of date. They also built an integration between Salesforce and Microsoft Dynamics CRM so they could move the contact information regarding certifications to their contact database. Finally, they built an integration between Salesforce and their accounting system (Dynamics SL) so they could record transactions, but also move the financial data easily into the data warehouse where it could be used to enhance their management reports.

“We needed a solution that could tie together all of the data we store on our certification process and goods that need approval,” said Eugene Kogan, CTO, the Rainforest Alliance. “Scribe’s strength is that it can easily get the data out of one system and into another. Just a few hours after starting to use Scribe Online, we had a clear stream of data going from Salesforce to our data warehouse and our entire supply chain view came into focus.”


With Scribe Online, the Rainforest Alliance is now able to run information seamlessly between their core CRM, accounting, and supply chain systems and their data warehouse without manual intervention. After deploying Scribe, the Rainforest Alliance experienced a number of benefits:

  • Improved data quality – The information on certifications is processed in a more standardized, structured manner so it no longer becomes out of date, resulting in higher quality management reports and better visibility into the supply chain.
  • Greater supply chain visibility – The team now also has a greater visibility into their supply chain and tracking their certifications. With this information available, the Rainforest Alliance is able to provide stronger recommendations and options to consumers looking for sustainable and eco-friendly products.
  • Improved IT uptime – Scribe Online provides alerts that give visibility into the health of their key systems and exposing network issues, such as the VPN going down.

“Consumers look to sustainability labeling when choosing what purchases they make, so ensuring the accuracy of that assurance across the supply chain is essential,” said Matt Snyder, application developer, the Rainforest Alliance. “Trust is a pillar of our business and being able to certify that all products that bear our label meet the strict standards consumers expect means being able to better track our certifications.”

BiyCloud Transforms Interactive Business Intelligence with Bi-Directional Data Integration, Driven by Scribe

Interactive dashboards and analytics have emerged as a preferred way for today’s business professionals to gain the insights they need to effectively meet evolving customer demands and drive revenue. But these same dashboards often fail to provide a means to act on the insights they deliver. Instead, business decision makers and analysts typically need to separately access CRM, marketing automation, ERP or other business systems to act on the analytics insights discovered in their business intelligence (BI) tools – which can delay or even prevent meaningful business improvements.

BiyCloud, a global leader in BI services in the cloud, set a goal to address this gap. They saw an opportunity to transform BI/analytics processes by creating closed-loop, completely interactive analytic systems that could seamlessly trigger workflows and actions in other business systems. BiyCloud selected Scribe Online, Scribe Software’s integration platform as a service (iPaaS), to build its interactive data intelligence integration solution. This solution turns analytics dashboards from leading BI providers such as Qlik, Tableau, and Microsoft Power BI into bi-directional interactive analytics systems, which empower users to initiate actions in other business systems directly from their BI tool of choice. The result is BiyCloud’s LLodi – a cloud-based, connected data intelligence solution, delivering real-time integrations with direct impact to the business.


Over the past decade, business intelligence systems have evolved from static reporting systems to include interactive visualization tools and dashboards for exploration and data discovery. Tableau, Qlik, and Microsoft Power BI became leaders in this field because they reduce the cost and time to create analytics and give business users the ability to explore data freely, without being limited by static views or fixed filtering criteria.

The result: more people than ever have access to business data, and have far more powerful analytic tools at their fingertips. In addition, the companies that have embraced these interactive analytics have become more agile and have more opportunities to gain competitive advantage. They use interactive analytics in areas such as customer segmentation, product innovation, and sales and marketing performance, while competitors that have not embraced interactive analytics can suffer from a lack of customer insight and slower response times.


Interactive dashboards, however, are only as powerful as the data they hold, so companies that can easily assimilate data from multiple sources into their dashboards ultimately get the best insights. Even still, a glaring gap still exists for many BI users – data interactivity doesn’t automatically translate to an ability to respond to those insights in real time.

“Business intelligence tools have become more interactive, but far too often they are still leading people down a dead-end road,” said Juan Hortal, CEO of BiyCloud. “We hear all the time from organizations that they want the ability to act on their discoveries directly from the interactive dashboards instead of having to go outside of the business intelligence tool to take action. We saw this as a critical deficiency in BI, but also an opportunity to add great value.”


BiyCloud set out to make interactive dashboards into bi-directional systems, using data integration to not only bring data into the analytics from multiple sources, but also to give users the power to send action requests out to other systems directly from the dashboards.

“We were familiar with the Scribe iPaaS because of its ability to quickly get data flowing in real-time between important business systems such as Salesforce, Microsoft Dynamics CRM, SAP, and Netsuite,” said Nacho Bibian, Head of Operations, BiyCloud. “Scribe’s focus on ease of use and agility was a perfect fit for the expectations of customers using interactive dashboards from Tableau, Qlik, and Microsoft Power BI.”

Scribe’s Request/Reply capability, which is used to develop event-driven integration flows, gave BiyCloud the ability to add controls to Tableau, Qlik, and Power BI dashboards that could initiate actions within the source systems.

“Scribe’s Request/Reply capability is very powerful. With it we give users the ability to act on insights immediately when they make a discovery,” said Nacho Bibian. “Scribe gave us the power to create a host of workflows requested by our users, including workflows that reach out to other business systems to exchange data, create tasks, or spur other actions. Now, with just a single click, users can drive action in multiple systems without ever having to contact IT or even leave the dashboard that fueled their decision. That kind of immediacy is what inspired us to build LLodi.”

LLodi is a SaaS-based solution that can be added on to any BI application, requiring no modifications to the BI application itself. It consists of a widget to handle communication between the application and other systems of interest, as well as a platform to manage, control, edit and monitor the business processes that the widget initiates. The Scribe iPaaS actually manages the bi-directional data flow between the BI application and other systems and orchestrates the workflows requested by the user. The combination of LLodi and an interactive visualization or dashboard allows business users to discover new insights and quickly act on those insights to improve data quality or business performance.


1. A sales manager uses a Qlik dashboard to analyze aggregated sales performance data. Based on the data, he decides to boost sales in one region by running a new promotion. Using the LLodi widget on the dashboard, he enters the Product Category, Region, Discount Level, and Promotion Duration in days. When he pushes the Submit button, LLodi creates a campaign in Salesforce, and within the campaign it creates a task for each sales representative in the region and an opportunity for each account in the region. LLodi also inserts details taken from the BI application, such as the probability of success and the expected revenue. Previously, to achieve the same outcome, the sales manager would have signed into Salesforce and manually setup the campaign and each task and opportunity.

2. A marketer uses Tableau to analyze sales data and segment accounts based on a recency, frequency, and monetary (RFM) analysis. Once the marketer determines the rating for a specific account, she clicks on the LLodi widget, enters the rating for the account and hits Submit. LLodi sends the request to Microsoft Dynamics CRM to update the Rating Group of the account with the correct value. It is a seamless workflow that allows the marketer to enhance the data in the source system without having to leave the dashboard or her analysis process.


The driving force of LLodi is its ability to integrate among leading business intelligence systems and business and marketing operations systems. Scribe’s Web API also allows LLodi to get data from on-premises and cloud systems into and out of business intelligence tools in near real-time.

LLodi comes with a library of pre-configured workflow elements for Tableau, Qlik, and Power BI partners who want to add LLodi’s actionable components to the dashboards they create for clients. It is also available to Integration Partners that want to develop custom workflows or unique industry solutions. In either case, the combined BiyCloud and Scribe solution is intuitive enough to empower non-technical users to configure and analyze data without being programming experts.


For customers:
User Independence: Empowers business users to initiate actions in other systems, such as fixing incorrect data or creating tasks for sales representatives, without IT support.
Improved Agility: Transmits real-time decisions to marketing, sales, operations, and other systems for immediate action.
Easy Setup: Ability to add actionable controls to any existing interactive dashboard from Tableau, Qlik, and Power BI. Requires virtually no modifications to existing dashboards.

For partners:
A Powerful Ecosystem: LLodi can initiate workflows in dozens of leading applications, so business intelligence partners have unending opportunities to create custom solutions.
A Customizable Widget: The heavy lifting is already done. Business intelligence partners simply customize aesthetic elements (labels, folders, etc.) and make the widget available to customers.
Extended Integration: Leveraging BiyCloud’s template, integration partners can create their own maps and extend the solution into other applications to meet a more varied set of needs for their clients.
A Value Add: For all partners, LLodi provides the opportunity to create new revenue streams quickly and easily.


BiyCloud is a global leader in business intelligence services in the cloud that combines technology and business knowledge to improve and optimize decision making. Based in Spain and Portugal, BiyCloud’s LLodi product officially launched in January 2017 and currently has 20+ clients. LLodi is powered by Scribe Software’s Scribe Online iPaaS. Key business intelligence partners include: Qlik, Tableau, Microsoft Power BI and IBM SPSS.

JIMEX Personalizes Customer Communications to Increase Bidding at Online Automobile Auctions

Historically, JIMEX customers have been dealers operating outside of Japan who purchased multiple cars per month. But the company saw the opportunity to expand its business by selling directly to consumers around the world that needed new or used vehicles, high-performance vehicles, or replacement parts.


Only Japan-based businesses can bid at automobile auctions hosted in Japan. But JIMEX, which is based in Japan, offers an ecommerce website with an online bidding tool that allows dealers and consumers all over the world to participate in the auctions. The site enables global customers to access over 100 car auctions taking place in Japan and get the best deals from each auction.


To expand B2C sales, JIMEX decided to build a communication system that had the potential to personalize and differentiate the ecommerce experience for consumers. Seeing marketing automation as a key element of that solution, the company decided to deploy HubSpot to automate its inbound and outbound marketing programs. To personalize the services offered to individual customers and increase customer activity in the auctions, JIMEX decided to push real-time updates out to customers as they participated in the online vehicle auctions. To facilitate that communication, the company realized it needed to integrate HubSpot with a number of unique data sources, such as predictive customer analytic systems, past auction results, specific characteristics of available vehicles, and consumer preferences. This would ensure each customer receives personalized information on the vehicles they are most likely to purchase.

“The key was to find a solution that could pull information from the multiple sources we use into HubSpot in real time,” says Luis Ramirez, Head of Marketing for JIMEX. “When a customer loses out on a particular auction bid, we want to immediately present them with other vehicles they can consider in order to maintain their interest and keep them active at our site.”

Based on a recommendation from HubSpot, JIMEX deployed Scribe Online. The cloud-based data integration solution was first used to connect HubSpot to a large SQL database that contained auction data such as specific vehicle characteristics, bid history, and past purchases. This data allowed JIMEX to personalize communications about upcoming auctions to each consumer’s preferences.

However, the JIMEX vision didn’t stop there. In subsequent phases, the company planned to integrate its HubSpot system with Twilio, an IP phone call logging and SMS communication system, to collect additional consumer information for targeting prospects. JIMEX also planned to integrate HubSpot with the HeaP analytics tool, which can record and analyze the steps visitors take on the company website. The company can then use Amazon RedShift to correlate the data to customer email addresses and other key identifiers so it can improve recommendations to consumers and predict the winning bids of future auctions.


By connecting to all these data sources, Scribe brought all of the company’s data on past bidding, customers, auctions and other transaction activity into HubSpot. The information can now be used to communicate upcoming auctions and vehicle information to potential buyers based on their buying preferences.

“Scribe appeals to us as a data integration tool because it’s not just a bespoke system,” says Ramirez. “We can expand and change integrations as we add new analytic tools or need to connect to other data sources that assist in our marketing efforts. With Scribe, we have essentially super-charged our automated marketing process and turned it into an outbound marketing vehicle—it’s like adding an Astin Martin engine to a Honda.”

By loading data from multiple sources into HubSpot fast, Scribe also provides JIMEX with the ability to add personalization and a vehicle recommendation engine as it reaches out to customers.

“With thousands of customers in over 50 countries, communicating with all of our customers directly would normally create a lot of effort because of all the export-import regulations and the process customers must follow to acquire a car online,” Ramirez says. “But the Scribe-HubSpot combination enables us to bring all the necessary information together quickly and automate the communication process. In addition to making the online shopping experience more enjoyable for our customers, we are also gaining the ability to sell our services into new markets.”

By relying on Scribe, JIMEX imported 250 different data fields and eight years of customer and auction bidding information into HubSpot. “Normally, it would have been time-prohibitive to load that much data into HubSpot, but Scribe enabled us to complete the task in just two weeks,” Ramirez points out.

In addition to marketing automation, the data brought into HubSpot from the company website by Scribe also helps JIMEX conduct marketing-lead scoring analytics. But the real-time synchronization Scribe offers during auctions is the crucial factor. Whereas other data integration solutions would take up to one hour to sync, Scribe executes the data updates every 3-5 minutes.

“The data that is integrated is personalized for each customer so we can make sure we present vehicles that match the attributes they are looking for and are most likely to prompt them to participate in an auction,” Ramirez says.

Looking ahead, Ramirez expects that the analytics brought into HubSpot by Scribe will help drive more visitors to a new website section called Favorites. This will allow customers to more easily identify auctions for their top preferences.

“Scribe enables us to give consumers a very customized ecommerce experience,” Ramirez emphasizes. “Connecting all of our unique marketing and analytic systems in real-time is the key value. We can generate messaging that speaks to customers one-to-one so they will keep wanting to do business with us.”

ON24 – Online Marketing Company Solves SaaS Integration Challenges with Scribe

ON24 is the leading webinar marketing platform for demand generation, lead qualification and customer engagement. Its award winning, patented, cloud based platform enables companies of all sizes to deliver engaging live and on demand webinars. Providing industry-leading analytics can be integrated with all leading marketing automation and CRM platforms, ON24 enables marketers.


ON24 develops webcasting, virtual training and online presentation solutions. More than 1,200 customers use its SaaS products to host webinars, training sessions and tall hall events. These customers wanted quick access to event-related data- registration details, interactions and other information- so that sales teams could quickly and effectively engage with prospects.

Previous attempts at solving the problem- providing manual data exports and offering raw feeds via an application programming interface (API)- were not enough. Customers found exports were too slow or difficult to manage, and they did not want to adapt their systems to integrate the feed. They wanted a simple, foolproof and automated solution that linked ON24 services with their CRM and marketing automation systems.

For ON24, meeting this demand was not a nice-to have. Easy integration would be a selling point for its solutions and enable the company to capture additional market share if it could make initial and future integration fast, maintainable and cost-effective.


For ON24, this demand was not a nice-to-have. Easy integration would be a selling point for its solutions and enable the company to capture additional market share if it could make initial and future integration fast, maintainable and cost effective.

Like many companies, ON24 initially thought that a solution could be managed in house with its existing development team. It had three criteria for success:

  • immediate connectivity for 10 CRM or marketing automation applications
  • fast customer deployments
  • profitable integrations

The plan was to write code that would connect ON24 services with the APIs of the most popular CRM and marketing automation platforms. To test the approach, developers created a custom integration to a single, relatively simple product. The cost and time for this activity exceeded initial estimates. A second integration, involving only two fields, produced similar results.

The prospect of developing — and maintaining — dozens of integrations quickly and for a reasonable cost was daunting. Hurdles included:

  •  learning the various APIs and data stores used by various applications
  •  finding the developer staff with the proper skills
  •  supporting integrations as vendors updated their APIs

Together, these issues made an internal solution too risky in terms of delivering a quality experience and retaining profitability.


Given the apparent costs, resource requirements and issues associated with custom coding its integrations, ON24 turned to Scribe Software.

Scribe offers a cloud-based integration platform that makes it easy and cost-effective to connect to many SaaS services. Besides directly maintaining connections to the most popular CRM and MA products, the Scribe ecosystem makes hundreds of partner-created connectors available including: Eloqua, Salesforce Marketing Cloud, Hubspot, SugarCRM, Microsoft CRM, NetSuite,, Marketo and Silverpop.

Using information learned from trying its custom code approach, ON24 quickly realized that leveraging Scribe would enable it to profitably exceed its customer needs. By connecting once to Scribe, ON24 immediately could leverage the existing Scribe connectors for the most important CRM and MA offerings. And, by relying on Scribe, ON24 would not have to worry about connector maintenance, such as updating code as APIs changed.From a business standpoint, ON24 could now tout its connectivity as a major product feature and competitive differentiator. Every existing and new customer suddenly had instant access to analytics from virtual events in their own CRM and marketing automation systems. And beyond increasing customer satisfaction and converting more prospects, ON24 estimates it will save $4MM in integration costs for clients over 5 years.

ON24 was recently named the leading Webcasting platform for marketing by Forrester Research, which cited the depth and breadth of their integration as an important factor.

Quark Expeditions and TCS World Travel Generate Real-Time Visibility Into Sales Leads and Inventory with Scribe Online

Sister companies Quark Expeditions, a leader in polar adventure travel, and TCS World Travel, a leader in private jet expeditions, are two of the eight North American travel organizations in the TUI Group and each deployed Salesforce to capture information from customers who contacted them through their call centers and their websites. But while Salesforce helped the sales teams gained better access to the customer information, the sales process was still complicated because other information, such as information on travel inventory, including the costs and itineraries, new leads and bookings, were stored in different systems.


To improve the efficiency of their specific sales organizations, the two companies knew they needed to integrate Salesforce with their reservation system. Plus, the companies thought they could improve the customer experience and drive even greater sales efficiency by making customer, inventory and reservation information readily available within one single system of record, i.e. Salesforce. The two companies solved the challenge by turning to Scribe Online. Sales teams at both Quark Expeditions and TCS World Travel now have instant access to bookings made through their call centers, real-time pricing information, and leads from their websites so they can react to customers more quickly. The sales teams can also easily see their progress toward closing new business and adapt their approach with each customer when necessary.


Quark Expeditions and TCS World Travel each had their own customized instance of Salesforce for managing customer information. They both also utilized HubSpot for marketing automation and Softrip for tracking reservations from the company websites and call centers. The Salesforce CRM platform had been implemented to improve communications with customers and to give sales agents a more efficient process for closing new business. But the sales team still had to use multiple systems to check the inventory or pricing of different travel adventures and to see the bookings that had been made via the website or call center. These disconnected systems slowed the sales process. To streamline the sales process at each company, Quark Expeditions and TCS World Travel wanted to find an integration solution that could unite each company’s customized installations of Salesforce and Softrip.


  • Identifying an integration solution that worked well with all three software solutions and would simplify the creation of data mappings between systems.
  • The internal IT team had limited resources, but did not want to incur the expense of hiring an outside firm for programming services.
  • Finding a simple-to-use solution that also offers flexible data mappings was critical as the two companies utilize different process flows. Each company also configures the CRM, marketing and reservation systems to meet their particular needs. The data mappings to integrate the three solutions would thus be unique as well.


  • Quark Expeditions and TCS World Travel found the answer to these challenges by turning to Scribe Online. They selected Scribe Online because it provides an easy methodology for creating data maps among a wide range software solutions—including Salesforce and Softrip.
  • Scribe integrates Salesforce and Softrip allowing customer booking information coming from Softrip to flow seamlessly into Salesforce so that Salesforce is the system of record. This eliminates the need for sales to access different systems and/or manually re-key information from one system to another.
  • By integrating Salesforce and Softrip, the two companies have also generated several key benefits. Sales agents now have instant access to new leads while sales managers can track the progress of agents—in case any sales opportunities need to be reassigned. The connected systems also give the sales team real-time access to vacation trip pricing and reservation availability so that they can instantly respond to customer inquiries.


  • Scribe Online’s graphical mapping environment and pre-built connector for Salesforce allowed Quark Expeditions and TCS World Travel to integrate each of their Salesforce/Softrip application sets in less than eight weeks.
  • Each company now has a single system of record where inventory information is entered once and automatically propagated across the other systems so that no information needs to be re-keyed. Within each company, sales agents now have instant access to the information they need to better service their customers, such as new leads and inventory information (pricing, itineraries and more). Plus, sales managers can get real-time updates on the status of leads so they can adjust the team’s priorities if the progress on opportunities needs to be accelerated.

Second Foundation Consulting – Deploys Scribe Online to Streamline Data Exchanges Between Inbound Marketing and Outbound Sales

Second Foundation Consulting relies on tight integration between Microsoft Dynamics CRM and its marketing platforms. After switching their marketing platform to HubSpot to expand on campaign and lead-generation capabilities, the company required a new solution to unite marketing and sales activity data. Success in this mission would help the sales team interact more efficiently with prospects and customers while the marketing team would benefit from more efficient management of campaign lists and qualified leads.


As an in-bound marketing tool, HubSpot gathers information on prospects and customers from the Second Foundation website, social and email campaigns; but that information was isolated from the company’s other enterprise applications. Sales and marketing personnel had to bounce back-and-forth between HubSpot and Microsoft Dynamics CRM to access vital information on customers and prospects.

Because the sales team spends most of its time using Dynamics CRM, Second Foundation hoped to make their work processes more efficient by providing all the information they need right within the CRM screen views. Second Foundation essentially wanted to make sure it was easy for sales to follow up effectively on any opportunities that came in through HubSpot. And integrating the two systems would also give management a more holistic view of the entire sales and marketing operation.


  • Second Foundation is a solution provider that deploys tightly connected software systems for its clients. Without a second thought, the company knew the value of turning to Scribe, its trusted data integration partner, for internal use as well. Scribe Online enables Second Foundation to map data between Microsoft Dynamics CRM and HubSpot, allowing information to automatically flow back-and-forth between the two systems.
  • The sales team now gains immediate access to qualified lead information that comes in through website and email campaigns via HubSpot. At the same time, the marketing team can manipulate prospect and customer lists in Microsoft Dynamics CRM. The information then automatically populates into HubSpot to help the marketing team kick off new campaigns.
  • The integration between HubSpot and Microsoft Dynamics CRM also helps the sales and marketing teams evaluate the readership of website content. HubSpot measures website hits on articles and blog posts that Second Foundation posts to inform customers, and the results automatically transfer into Microsoft Dynamics CRM. Content can thus be maintained or altered in accordance with the type of information customers find the most helpful.
  • Looking towards the future, Second Foundation knows it can leverage Scribe Online in new ways as enhancements are rolled out by HubSpot and Microsoft to their respective platforms. That’s because Scribe continuously develops data mapping connectors that allow new information to keep flowing between the two systems.


  • Integrate data to flow automatically between Microsoft Dynamics CRM and HupSpot.
  • Provide sales with immediate access to leads generated by website traffic and email campaigns.
  • Enable efficient uploads of campaign lists to HubSpot after manipulation in Microsoft Dynamics CRM.
  • Automate the process for data uploads for evaluation of website content readership.


  • Provides cloud-based data integration, migration and replication.
  • Meets IT needs for security, efficiency and scalability.
  • Offers accessible and intuitive interface for technical and non-technical users.
  • Enables real-time, scheduled and batch data-transmission options.
  • Comes standard with data mapping connectors along with customization capabilities.


  • Delivers lead information to sales team faster through efficient and automatic flow of data.
  • Eliminates manual intervention to transfer data between CRM and marketing platforms.
  • Transfers list information automatically to streamline campaign launches and follow-up efforts.
  • Enables sales team to access data in Microsoft Dynamics CRM when new lead alerts arrive.
  • Transfers website readership data to accelerate evaluation of content that customers find useful.

Sikich – Industry Solution Builds Foundation for Partner Growth


Working with Sikich, MLS PIN implemented a central system to manage agent and broker relationships and automate service subscriptions. Fully-integrated with the MLS PIN website where agents and brokers access the listing services, the MLS management system built on Microsoft Dynamics® ERP and CRM simplified the user experience.

Deep analysis of every aspect of the MLS management business requirements, combined with solution knowledge and best practices, allowed Sikich to “productize” the MLS Management Accelerator. Serving an industry of modernization, Sikich is taking the lead to help MLS providers across the country replace aging, disparate systems.


  • No centralized view of member’s licenses, broker affiliations, subscription status, education, or service history.
  • Inefficient subscription system, requiring double-entry and offering limited reporting.
  • Missed opportunities to upsell and cross-sell members.


  • Microsoft Dynamics® GP, Microsoft Dynamics® CRM, and InvoiceCloud™ (a cloud-based PCI-compliant subscription and invoice management solution) fully integrated to automate subscription invoicing and support self-service payment options through the website.
  • Full case management tracking for service incidents includes work queues and individual activities, such as phone calls, emails, web inquiries, and event attendance.
  • Workflow supports rules for “if this, then that” statements, which trigger automatic email replies, programmatically update or newly create records, notify users when critical data changes, and re-instate suspended MLS accounts when payment has been received.


  • MLS providers gain access to centralized data that allow them to deliver better service to their endusers and improve organizational efficiency.
  • Sikich created a repeatable solution that delivers well-defined, high-value benefits to an industry poised for recovery.

Adtech Global – Scribe Accelerates Inbound Marketing ROI with Agile, Reliable Multi-Point Connectivity between Sales and Marketing

For the past 16 years, Adtech Global, a contact center solutions and services expert, has helped businesses improve customer service operations and maximize workforce efficiency. In a move to ramp up their own marketing and sales efficiency, and to eliminate manual data transfer from the website to their Microsoft Dynamics CRM system, Adtech partnered with LyntonWeb for a two-phase project: deploying HubSpot, and then integrating the new system and the company’s website with their existing Dynamics CRM deployment. Adtech Global’s initial third party integration platform caused issues with frequent unreported breakages, which led to hours or days of lost connectivity between systems. Adtech and LyntonWeb turned to Scribe Online, Scribe Software’s cloud-based integration platform as a service (iPaaS), to improve the reliability of the integration.


To help them grow their business, Adtech wanted to turn their website into a lead generator. At the time, leads were not collected on the website. Instead, sales prospects visiting the website had to call into Adtech’s sales line, and the Adtech sales team would manually enter lead information into the company’s CRM system. The process was inconvenient for sales prospects and cumbersome for Adtech’s sales team. The Adtech team realized they needed a way to automatically capture details of prospects from the website to scale their business because they were losing business due to incorrect and missing information in their Dynamics CRM system. In addition to causing trouble for sales and prospects, the manual process and lack of marketing technology made effective digital marketing impossible, as the team had no way to nurture or reach out to more than a few leads at a time. Adtech’s marketing team agreed on the need for a marketing automation system integrated with their CRM to allow them to track leads and engage with prospects, leading them towards the inbound marketing experts at LyntonWeb.

LyntonWeb deployed HubSpot for Adtech, using a third party integration platform to connect Dynamics CRM with both the new marketing automation system and the website to automate the transfer of key prospect information. Although the appropriate structure was set up to start automatically capturing leads from the website, connectivity and reliability problems with the integration platform caused serious issues – Adtech was forced to manually monitor the service for issues, and then inform LyntonWeb each time the service stopped working. Adtech, however, was determined to realize the benefits of integrated data for its marketing and sales efforts, which LyntonWeb provided via Scribe Online.


  • Transition from capturing leads by hand to automatic, accurate and scalable lead capture
  • Empower Adtech’s marketing and sales teams with the information needed for personalized inbound marketing and sales via a customized HubSpot-to-Dynamics CRM integration
  • Ensure integration stability, and provide the ability to diagnose issues and perform quick fixes without interrupting Adtech’s workflow


  • To remedy the connectivity issues, LyntonWeb leveraged their internal HubSpot expertise and Scribe Software’s iPaaS offering to rapidly create a new integration for seamless, error-free connectivity. With Scribe, Adtech enjoys an agile, customizable yet stable connection between Dynamics CRM, HubSpot and their website.


  • Increase to the overall reliability of the integration, reducing the number of errors related to integration by 75 percent, and cutting down the troubleshooting process from hours to minutes via improved visibility into the health of the integration.
  • Capture of valuable data as prospect files are transferred across technology systems, improving marketing and sales interactions with: information on lead sources and visit timing; full commentary around prospects’ business interests; activities completed on the website; and more.
  • Automatic notifications when leads are created, allowing sales to follow up with leads the day their information is collected t o improve their close rate.

Fig Leaf Software Turns to Scribe Online for Rapid, Highly-customized HubSpot-to-Salesforce Integration

For the past 20 years, Fig Leaf Software, a full service digital agency, has helped government agencies and other customers build websites and implement content management systems to increase user engagement. On one project for a large government bank client, Fig Leaf was asked to deploy HubSpot® for marketing automation and Salesforce® for CRM. They were also asked to integrate the two systems to help their client generate and qualify new sales leads through inbound marketing, but shortly before completing the integration, Fig Leaf faced unforeseen, last-minute challenges due to changes in the Salesforce deployment. Fig Leaf chose Scribe Online, Scribe Software’s cloud-based integration platform as a service (iPaaS), to seamlessly integrate the bank’s marketing automation and sales CRM systems to enable effective inbound marketing and maximize its marketing qualified lead pipeline.


Driven by a need to identify and cultivate a specific target set of leads for its sales team, the marketing division of a large government banking agency sought a new way to improve results with an inbound marketing strategy. No longer satisfied with the productivity and marketing capabilities of its legacy CRM system, the client turned to Fig Leaf, a long-time trusted partner, for a customized integration after purchasing HubSpot and Salesforce in the fall of 2014. A few short weeks before implementation, the client began a separate project to move sensitive workloads to the Salesforce for Government cloud, which is an isolated domain. Fig Leaf’s carefully crafted native HubSpot-Salesforce integration didn’t work with the unexpected domain shift due to Salesforce for Government’s highly stringent security and compliance controls, so they were left scrambling for a plan B. To expertly complete the initial integration project within weeks instead of months, Fig Leaf turned to Scribe’s iPaaS offering, as well as inbound marketing agency LyntonWeb for their HubSpot expertise.


  • Overcome native integration hurdles quickly to satisfy the client’s original expectations for timing and new requirements for security – all without sacrificing functionality.
  • Help the client create customer-centric inbound journeys through a customized HubSpot-to-Salesforce integration, increasing the number of marketing qualified leads for its sales team based on five specific criteria.
  • Ensure integration stability and scalability for long-term client success.


Working closely with Fig Leaf, digital agency and inbound marketing expert LyntonWeb built and deployed a custom-tailored, low-cost integration powered by the Scribe Online iPaaS. Within two weeks – and within the client’s tight deadline – the team successfully connected and synchronized the client’s HubSpot data with Salesforce.


  • Immense time savings on a highly-complex integration, cutting a month-long process down to two weeks.
  • Dramatically improved marketing qualified leads based on five specific qualifying criteria, enabling faster sales cycles and more successful customer deals. An agile integration approach that can be continuously customized and scaled. Fig Leaf has already rolled out a second stage of the integration, and plans to continue adapting to the client’s needs with further customization using Scribe Online.
  • A stable and secure integration technology based on Scribe’s 20 years of experience as a proven leader in data integration solutions.

LyntonWeb Leverages Scribe Online to Accelerate Time to Value for Dynamics CRM Connectivity

LyntonWeb is one of the fastest-growing managed inbound marketing and web design agencies in  the country that designs, deploys and manages HubSpot marketing solutions for its customers. By  using the API of Scribe Online, Scribe’s iPaaS offering, LyntonWeb was able to offer more accessible  integration services to HubSpot customers, bridging the worlds of marketing automation and sales  CRM to make HubSpot deployments even more valuable. LyntonWeb customers are ahead of the  curve—leveraging the most advanced solutions available for integrated lead management and  marketing automation.


LyntonWeb rapidly develops and deploys custom HubSpot solutions, which includes integrating HubSpot with the most popular CRM platforms—Microsoft Dynamics™ CRM, NetSuite® and Salesforce®. To deliver the custom experience clients demand while maintaining high margins, they rely on Scribe Online over hand-coding and slower, more complicated integration platforms. However, many smaller companies lack both the expertise for in-house integration projects and the resources to pay high integration fees. Daniel Lynton saw an opportunity to bring the power of integrated Dynamics CRM and HubSpot to the small business market, offering a self-service SaaS option built on Scribe’s integration platform as a service (iPaaS). The new solution needed to provide basic integration for a low cost point, while maintaining reasonable sales margins.


  • Increase affordability and time-to-value of integration between Dynamics CRM and HubSpot while maintaining profitability.
  • Create an easy-to-use, self-service platform to lower integration cost and time – making it economically feasible for both the buyers and suppliers.
  • Ensure integration stability and scalability for long-term customer success.


To answer the need for fast, IT-free HubSpot-to-Dynamics CRM integration, LyntonWeb developed a low-cost, easy-to-deploy SaaS solution built with Scribe Online. Integrate HubSpot offers two-way, self-tailored data synchronization between HubSpot and Microsoft Dynamics CRM that starts with users filling out a HubSpot web form. The form includes information about the user’s integration needs – including whether or not they require custom fields – and the systems they are trying to connect. For more basic needs that don’t involve custom field mapping, Scribe Online automatically configures and provisions the integration without manual intervention from LyntonWeb’s sales or services teams, bringing total time to purchase, configure and deploy the integration down to just a couple hours. With this touch-less system, integration becomes affordable for smaller organizations.


While Integrate HubSpot deployment is streamlined, functionality is not. The solution empowers business users with:

  • Closed-loop reporting for consistent sales attribution and personalized 1-to-1 inbound marketing.
  • Standard field maps, which include all HubSpot conversion and analytics data, including website visits, email campaigns, and social.
  • Standard integration field mapping out of the box, leading to faster time to value.


  • Cost: High quality integration for price-sensitive HubSpot users.
  • Higher Margins: Automates the entire integration process, lowering the cost of sale, implementation and maintenance so LyntonWeb can profitably target the under-served small business market.
  • Time: Cuts down the lengthy development and sales cycle usually surrounding integration projects.
  • Scalability: Integrate HubSpot can be customized and adjusted to each user’s needs.
  • Stability and security: A HubSpot-certified integration solution provider with 20 years of experience, Scribe is a proven leader in data integration solutions.

Armanino Expands Software Product Line in the Cloud by Leveraging Scribe Online Integration Platform

Armanino LLP is the largest independent accounting and  business consulting firm in California and the 26th largest  firm in the United States.  Armanino consultants provide comprehensive services to the  CFO organizations of fast-growing  companies, including Microsoft  Dynamics ™ Implementation, Cloud Accounting Solutions and CFO Advisory services. The firm’s Cloud Accounting Solutions practice  brings leading SaaS solutions and integration capabilities to the strategic challenges faced by CFOs. Armanino’s Cloud Accounting  Solutions include business  intelligence, cloud financials, budgeting, forecasting and planning, governance, risk & compliance, equity management solutions and customer relationship management (CRM).


Armanino provides consulting and integration services to help organizations deploy, integrate and run accounting as well as ERP and sales automation solutions. With a specific focus on solving the information needs of CFOs and financial controllers, Armanino is often asked to integrate ERP systems in the cloud with supporting tools such as budgeting, forecasting, business intelligence, accounting and CRM.

Armanino has relied on Scribe insight for several years to help companies synchronize data between multiple on-premise systems.
A primary area of focus for Armanino is the Microsoft Dynamics TM family of CRM and ERP systems, where the company has become one of the top 5% of Microsoft resellers in the world. In addition, Armanino also specializes in other accounting, ERP and sales automation systems—such as Adaptive Insights ®, Intacct ®, Salesforce ® and Coupa ®. “As we began to deploy solutions in the cloud, we discovered that most cloud software packages either do not offer integration tools, or they provide tools that are at a very primitive data level,” says Dave Burlington, a Consulting Services Partner for Armanino who oversees cloud integrations. “This created a challenge for us because our customers look to us to help them orchestrate world-class business processes across disparate systems.”


As more customers began to ask for cloud-based integrations, Armanino envisioned a way to expand its business model by offering solutions with pre-built integrations between the major software solutions that customers rely on. By doing so, Armanino knew it could accelerate the speed at which it deploys and updates solutions. In addition to increasing the deployment bandwidth of the Armanino consulting team, the pre-built integrations would also reduce costs for customers since they are delivered using Scribe’s monthly subscription model.

“Delivering integrations and updates to customers faster also increases the value of our solution,” Burlington adds. “Our customers can put our capabilities to work sooner to improve their internal business processes, and we have reduced integration deployment times by well over 50 percent. At the same time, we have lowered the up front costs significantly since we now provide data integration under the recurring-revenue cloud model.”


Burlington emphasizes that another key to the relationship is how well the Scribe and Armanino business models align to each other. Scribe provides a flexible platform on which Armanino can build-in its intellectual property and then resell the packaged solution to customers, who do not have to sign a direct licensing agreement with Scribe. “We needed an integration platform that allowed us to match our revenue structure to our cost structure,” Burlington says. “Other integration vendors typically do not focus on enabling software integration and implementation companies like us to build products on top of their platforms. They focus more so on charging customers individually for the usage model, which does not match up well for us.”


By leveraging Scribe capabilities, Armanino has created a productized integration solution that contains Armanino intellectual property for orchestrating common financial and sales processes. Scribe also enables the flexibility for additional customization that Armanino can apply to meet each customer’s specific business process and reporting needs. Consultants re-use the same base connectors on implementations and then apply minor changes according to each client’s needs.

“The Scribe platform gives us the ability to build solutions that include pre-configured data integrations so we now have a repeatable model that does not require a lot of customization,” Burlington says. “This gives us the ability to be more efficient in delivering the level of enrichment our customers require. We also appreciate that the SaaS model lets us more efficiently keep our solution working properly since it’s easier to support and upgrade.”


Armanino is using Scribe to create pre-built “integration packs” that will speed its integrations for specific customers. The integration packs feature a combination of Armanino’s business-process best practices as well as Scribe’s data integration mappings.

“As we identify customer trends and specific integrations that multiple customers can benefit from, we will keep building new packs,” Burlington says. “Scribe is essentially enabling us to continuously expand our product line according to customer needs.”

From a competitive standpoint, Armanino views the Scribe partnership as a way to differentiate and deliver more value to customers by integrating its own intellectual property into the Scribe platform. “There was an unclaimed space in the market when it came to cloud integration,” Burlington explains. “There are also a lot of people providing cloud infrastructures, but we needed a partner like Scribe that could provide the business process orchestration capabilities we needed to deliver a solution like ours.”

Scribe also gives the Armanino sales team a stronger value proposition to present—through the ability to demonstrate the power of pre-built integrations deployed across multiple customers.

“This shows we go beyond reacting to customer needs by proactively delivering solutions that have already proven their value,” Burlington says. “And in addition to the lower initial cost based on the recurring subscription model, the customer TCO goes down further over time since updates can be handled through the cloud, with no need to wait for an on-site visit.”


Looking ahead, Burlington foresees utilizing the Scribe platform for both custom integrations and pre-built integrations well into the future. Armanino can now take on more customer deployments since the Scribe platform allows consultants to complete much of the integration work up front.

“It’s a partnership that simply makes good business sense,” Burlington concludes. “Scribe helps our products perform the way we want them to as well as expand our business model by allowing us to increase our repeat integration business in relation to our custom work. Pre- building integrations that allow customers to implement enhanced business processes
is a more efficient way for them to run their businesses, and it’s a better way for us to deliver value—Scribe has helped us develop a profitable, stable cloud business.”


  • Reduces costs for customers up front by offering a monthly subscription model.
  • Lowers customer total cost of ownership over time since updates can be handled through the cloud.
  • Enables solutions to be deployed more than 50 percent faster.
  • Streamlines development of new customer solutions by enabling IP to be packaged and reused.
  • Gives sales the ability to demonstrate the power of data integrations deployed for multiple customers.


  • Leverage advanced data mapping capabilities to integrate ERP systems with supporting tools.
  • Create pre-built data integrations to accelerate cloud solution deployments.
  • Identify integration partner that offers a cost structure that aligns with the company’s revenue model.


  • Provides flexibility to integrate cloud-based, on-premise and hybrid solutions.
  • Enables business-process orchestration to be built easily upon a leading data integration platform.
  • Connects multiple software solutions, no matter where they are hosted.
  • Generates repeatable pre-configured data integrations that do not require significant customization.
  • Leverages SaaS model to streamline on-going support and upgrades

Benefaction – Managing Rapid Growth by Integrating CRM with Financial Data

As business activity started to increase rapidly, BenefAction wanted to ensure it could continue to  properly manage growth while maintaining a high level of service for helping clients administer  charitable donation plans. For customer relationship management, the organization previously  relied on an Oracle®  solution but found the cost did not match the business-model needs.  BenefAction also needed to generate reports more efficiently to help manage small as well as  large charity donor accounts and grant receiver accounts.


In collaboration with AT-SINC, an IT solution provider, BenefAction decided to deploy Microsoft Dynamics® CRM as the first step in addressing the challenge. With the next key consideration involving the integration of CRM with the organization’s Microsoft SQL Server database, which stores financial information, BenefAction relied heavily on the AT-SINC perspective. Based on successes with other customers, AT-SINC recommended Scribe Online—for its attractive price point and for how seamlessly it executes integrations while streamlining system-to-system data mapping.


By integrating CRM with financial data, BenefAction eliminated the re-keying of the wide range of data the two systems share: donor accounts, advisor accounts, financial organizations that hold funds, and organizations that receive grants. In addition, the two systems automatically exchange data on incoming fund and outgoing grant payments. With Scribe Online, BenefAction can also now synchronize all the data with Microsoft Access, which the organization relies on to generate key- performance-indicator (KPI) reports.


  • Manage charity donor and receiver accounts effectively during rapid organizational growth.
  • Integrate financial data with CRM to create a single source for all critical information.
  • Synchronize CRM data with reporting application to automate KPI-generation.


  • Supports creation of custom objects in Microsoft Dynamics® CRM that integrate with data from Microsoft SQL.
  • Synchronizes CRM data with Microsoft Access to streamline report generation.
  • Features continuous improvements as a cloud solution so system updates occur automatically—with no on-premise intervention required from internal staff.
  • Creates future option of connecting CRM with other key organizational systems.


  • Automates data flows for transferring data between key operational systems.
  • Eliminates errors caused by manual re-keying of information.
  • Brings all account information into CRM so donation data can be managed in one place.
  • Allows management to easily monitor business KPIs through automatically-generated reports.
  • Enables analysis of donation trends so management can determine factors that impact donor motivation.
  • Helps the organization manage rapid growth and scale client services more efficiently.

Increasing Marketing-to-Sales Data Connections Enhances Nurture and Campaign Programs

GeoEx initiated a plan in 2013 to complement its integrated print and digital marketing programs with an automated nurturing program to help accelerate the sales process following the launch of marketing campaigns. To increase the likelihood of success, GeoEx also wanted to integrate the new automated nurturing program with its existing PEAK 15 CRM solution—built on Microsoft Dynamics™ CRM and tailored to the travel industry. Information would need to flow quickly between the marketing automation system and CRM platform, so GeoEx could effectively nurture leads and evaluate campaigns by leveraging accurate, up-to-date performance data.


GeoEx found the first answer to this challenge in the marketing automation solution offered by Marketo. To create the crucial connection to PEAK 15, Marketo recommended that GeoEx use Scribe Online—given the past successful Scribe deployments by other Marketo customers. GeoEx reviewed the solution to confirm Scribe met the integration requirements better than any other alternative solution—through easy set-up and usability, as well as the ability to address the challenges of synchronizing data between two systems.


Connecting the digital marketing and CRM solutions using Scribe Online will allow the GeoEx marketing team to immediately start tracking and nurturing any prospects that indicate an interest in a GeoEx custom or scheduled trip. And when prospects book trips, the marketing team can see which campaigns influenced their decisions and then adjust future campaigns accordingly. Over the long term, these efforts will better qualify leads for sales follow-up with education and consideration content.


  • Tailor marketing campaigns based on lead-nurturing effort results.
  • Facilitate lead-nurturing capabilities by providing sales with immediate information on warm prospects.
  • Connect marketing automation and CRM systems so information automatically flows back-and-forth in real time.


  • Transfers opt-in leads from the marketing automation system into CRM platform in real time.
  • Eliminates need for users to rely on list imports to receive marketing and sales updates.
  • Reduces manual time for managing data flows between marketing and CRM platforms.
  • Features straightforward field mapping and un-mapping with formula editor to facilitate creation of calculations and data transformations.
  • Provides query blocks within advanced maps that enable drag- and-drop branching, looping, and other constructs to visually arrange processing logic.
  • Delivers control over how data can be used by enabling integrat ions that conform to marketing initiatives without requiring major customization.


  • Allows marketing and sales to quickly begin nurturing to turn p rospects into customers.
  • Enables sales to better personalize engagements with access to additional prospect information generated by marketing.
  • Notifies sales of interesting customer moments that occur during trips so sales can act at the right time and in a meaningful way when reaching out to prospects.
  • Provides customer activity feedback to help marketing adjust fu ture campaigns for more precise target marketing.
  • Transfers sales and marketing information between Marketo and P EAK 15 that flow into both systems from other external data sources.

LyntonWeb Generates High-Margin Monthly Revenue Integrating HubSpot with Dynamics CRM using Scribe Online

As a HubSpot partner, LyntonWeb designs, deploys and manages HubSpot marketing solutions  for its customers. HubSpot is the #1 leading marketing platform that helps over 10,000 companies  worldwide generate traffic, leads, and sales. Most LyntonWeb customers are ahead of the curve with their marketing strategies—using HubSpot’s integrated lead management, marketing automation,  and website tools.


LyntonWeb creates many of its integrations from scratch, but the agency tries to use existing tools and platforms whenever possible. For the most popular CRM platforms LyntonWeb customers rely on—Microsoft Dynamics™ CRM, NetSuite®, and Salesforce®—the agency sought a new way to create the integrations to reduce development and maintenance costs. By doing so, LyntonWeb hoped to pass the savings along to customers while increasing the long-term profit margins of client engagements.


  • Streamline development of integrations between HubSpot and CRM platforms
  • Lower development costs to provide more attractive pricing to clients
  • Partner with the right integration platform provider that ensures integration stability and performance


The need for an integration platform was driven by the new release of HubSpot 3, which included a completely new marketing contact database with robust APIs. This opened up the capability for bi-directional synchronization, and it meant that new integrations would require greater resource costs.“We decided to partner with an integration platform provider rather than build integrations on our own,” Lynton says.“We wanted to avoid allocating in-house resources for initial development as well as on-going maintenance.”In the search for a HubSpot integration platform, Lynton initially considered multiple possibilities, including Scribe Online. The power of the platform and the depth of Scribe Online connectors, such as HubSpot, allow LyntonWeb to easily create source and target connections that can be integrated to contact information in other data sources, such as Microsoft Dynamics™ CRM and Salesforce®.


  • Features cloud and on-premise CRM interoperability
  • Offers extensive connectivity, including HubSpot, Microsoft Dynamics™ CRM, NetSuite®, and Salesforce®
  • Enables the agency to quickly set-up and configure HubSpot integrations
  • Allows pricing model that aligns usage and delivery of services to maximize profits


  • Lowers cost of integrations to help address client pricing objections
  • Generates recurring revenue by enabling the offering of integration as a Managed Service
  • Performs consistently and reliably to ensure client solutions function properly
  • Helps differentiate LyntonWeb from competitors that offer less-flexible integration services or no integration services at all