Case Study: Integrating Bulk SMS Sending into HubSpot

Case Studies HubSpot Services and CRM Marketing and PR Gaming

Introduction

In 2023, Glare Marketing aimed to expand HubSpot’s functionality by adding SMS communication directly within the platform.

Collaborating with OPTI, they developed the SMSIt! App, enabling HubSpot users to send SMS messages straight from their accounts.

By 2024, stadium managers for Maccabi Tel Aviv (Israel) became notable users, sending SMS notifications to game spectators as they entered their arena.

Challenges

HubSpot users should have the ability to send SMS from their accounts both one-on-one and in bulk.
The app needed to integrate SMS messaging into HubSpot’s existing workflows, allowing users to automate SMS sending as part of their marketing and communication flows.
The app had to manage errors to handle issues like failed message deliveries or retrials.
The solution had to scale efficiently to handle sending millions of SMS messages.
The SMSIt! App needed to be available for download in the HubSpot Marketplace.

"They're always incredibly responsive and quick to address any requests we have."

- Ethan Harris, Spatz Medical

Case Studies HubSpot Services and CRM Marketing and PR Gaming

Solution

OPTI developed the SMSIt! App with two logical components.

The HubSpot application (see in HubSpot Marketplace)
- After installing the SMSIt! App, users see an SMS option directly in the contact screen’s sidebar.
- When an SMS message is sent, the app creates a timeline event labeled "SMSIt!" on the contact’s record.
- A new action called "SMSIt!" was added to HubSpot workflows,, enabling users to automate SMS sending.
The web application
- The web application uses scheduled cron jobs to automate tasks like clearing old data logs, updating HubSpot timelines, and sending out pending SMS messages.
- The app connects to mobile carrier platforms through API calls, ensuring that SMS messages are sent quickly and efficiently, regardless of the volume.
- The app includes customizable settings for each client, allowing businesses to tailor the SMS capabilities to their specific needs and preferences.

The SMSIt! app is an example of a custom HubSpot Marketplace integration. We used HubSpot's APIs to extend the platform's native functionality, enabling SMS sending directly from workflows and opening up new marketing automation possibilities for HubSpot users

Results

Easy SMS sending

The client can quickly send SMS messages directly from the contact screen in HubSpot.

Workflow SMS automation

The app’s integration with HubSpot workflows allows users to automate SMS messaging.

Fast and efficient SMS delivery

The batch delivery system ensures that large volumes of SMS messages are sent quickly without delay.

Reliable performance

The use of scheduled tasks ensures a smooth operation of the application in automated processes

Customizable settings

The app’s client-specific settings allow businesses to align the SMS functionality with their needs.

Marketplace availability

The SMSIt! App was successfully listed in the HubSpot Marketplace, making it accessible to users worldwide.

What our clients say

They are our trusted technical partner for more than three years, best professionals for building anything on HubSpot, especially apps for the HubSpot Marketplace, integrations and data migrations with other CRM or data systems. Excellent collaboration"

Karin Tamir

Manager, Glare Marketing

Karin Tamir

Manager, Glare Marketing