Using Custom CRM Card in HubSpot to Ensure Zero Resolution Downtime

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Published on: December 30, 2021 Updated on: April 10, 2024 views Icon 404 Views

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Sakshi Arora
Sakshi Arora LinkedIn

Assistant Manager- Content Marketing

Sakshi Arora is a seasoned content writer and marketer specializing in B2B topics such as marketing automation and website development. Leveraging her journalism background, she infuses her work with clarity and creativity, captivating audiences. Beyond her professional pursuits, Sakshi finds joy in writing about personal emotions, showcasing her introspective side and adding a unique touch to her portfolio.

Article Reviewed By: Rahul Saini LinkedIn

Table of Contents

In today's highly competitive business landscape, building and maintaining strong relationships with customers is crucial for success. This is where Customer Relationship Management (CRM) comes into play. CRM is an innovative approach that allows businesses to effectively manage interactions and relationships with their customers, improving customer satisfaction, and loyalty, and ultimately, driving revenue growth.

Among the top CRM platforms available, HubSpot stands out as a leading choice for businesses of all sizes. HubSpot's CRM offers a comprehensive set of features, seamlessly integrating sales, marketing, and service functionalities to provide a holistic view of each customer. And now, HubSpot takes it a step further with its new CRM Card, designed to streamline and simplify CRM processes.

In this article, we will delve into the significance of CRM in businesses and explore how HubSpot's CRM Card can revolutionize your customer management strategies. Let's unlock new possibilities and propel your business forward with the power of CRM and HubSpot's cutting-edge solutions!

Transform Your Business with CRM: Introducing HubSpot's CRM Card

In today's highly competitive business landscape, building and maintaining strong relationships with customers is crucial for success. This is where Customer Relationship Management (CRM) comes into play. CRM is an innovative approach that allows businesses to effectively manage interactions and relationships with their customers, improving customer satisfaction, and loyalty, and ultimately, driving revenue growth.

Among the top CRM platforms available, HubSpot stands out as a leading choice for businesses of all sizes. HubSpot's CRM offers a comprehensive set of features, seamlessly integrating sales, marketing, and service functionalities to provide a holistic view of each customer. And now, HubSpot takes it a step further with its new CRM Card, designed to streamline and simplify CRM processes.

In this article, we will delve into the significance of CRM in businesses and explore how HubSpot's CRM Card can revolutionize your customer management strategies. Let's unlock new possibilities and propel your business forward with the power of CRM and HubSpot's cutting-edge solutions!

Understanding CRM

A. Definition and Importance of CRM

CRM, or Customer Relationship Management, is a strategy and set of tools that businesses use to manage and cultivate relationships with their customers. It involves collecting and analyzing customer data in order to improve customer satisfaction, retention, and overall business performance.

CRM is essential for businesses as it helps them gain insights into their customer's needs and preferences, allowing them to tailor their marketing strategies and deliver personalized experiences. By effectively managing customer relationships, businesses can boost customer loyalty, increase sales, and drive growth.

B. Benefits of Implementing CRM in Businesses

Implementing CRM in businesses offers a multitude of benefits. Firstly, it enables businesses to centralize customer data, making it easily accessible for sales, marketing, and customer service teams. This centralized approach ensures that all customer touchpoints are consistent and personalized.

Secondly, CRM facilitates efficient lead management and sales tracking. With CRM, businesses can effectively track leads from their initial contact to conversion, allowing sales teams to prioritize their efforts and improve their close rates.

Additionally, CRM enhances customer service by enabling businesses to quickly respond to customer inquiries and provide personalized support. By having access to customer history and preferences, customer service representatives can resolve issues more effectively, leading to increased customer satisfaction.

C. Overview of CRM Capabilities and Tools

CRM offers various capabilities and tools to streamline customer relationship management processes. These include:

  • Lead management: Tracking and managing leads throughout the sales process.
  • Contact management: Storing and organizing customer contact information.
  • Sales forecasting: Predicting sales revenue and future performance based on historical data.
  • Marketing automation: Automating repetitive marketing tasks to improve efficiency and effectiveness.
  • Customer service management: Managing customer inquiries, support tickets, and case resolutions.

By utilizing these CRM capabilities and tools, businesses can optimize their customer relationships, drive sales, and foster long-term customer loyalty.

HubSpot CRM Overview

In this section, we will provide an overview of HubSpot CRM, its features, benefits, integration capabilities with other tools and software, and more.

A. Introduction to HubSpot CRM

HubSpot CRM is a user-friendly and comprehensive customer relationship management (CRM) tool designed to help businesses manage their sales and customer relationships effectively. It offers a wide range of features and benefits that streamline your sales process and improve your overall customer interactions.

B. Key Features and Benefits of Using HubSpot CRM

HubSpot CRM comes with a variety of powerful features that help you track, organize, and nurture leads efficiently. Some key features include:

  • Contacts database management
  • Deal tracking and management
  • Email integration and tracking
  • Task and activity management
  • Reports and analytics

By utilizing HubSpot CRM, your business can experience several benefits such as improved sales productivity, enhanced customer communication, increased revenue, and better customer loyalty.

C. HubSpot CRM Integration with Other Tools and Software

HubSpot CRM seamlessly integrates with various third-party tools and software, allowing you to streamline your workflow and maximize productivity. It integrates with popular email clients, marketing automation platforms, customer support systems, and more. This integration ensures smooth data synchronization and enables you to leverage the benefits of multiple software solutions together.

HubSpot CRM Card Features and Benefits

In this section, we will explore the various features and advantages of using CRM Cards in HubSpot's CRM system. This powerful tool streamlines your data management process and offers tailored features for efficient CRM data management.

A. Overview of HubSpot CRM Card

The CRM Card in HubSpot is a versatile and user-friendly tool that centralizes all your important customer data in one place. It provides a comprehensive snapshot of each individual customer, allowing you to have a holistic view of their interactions and activities.

B. Key Features and Advantages of Using CRM Cards in HubSpot

By utilizing CRM Cards in HubSpot, you can take advantage of several key features and benefits:

  • Easy Access: CRM Cards allow you to quickly access customer information without needing to dig through multiple screens or tabs.
  • Customization: You can customize CRM Cards to display the specific information that is most relevant to your business and sales process.
  • Activity Tracking: Keep track of all interactions with a customer, including emails, calls, meetings, and notes, ensuring you have a complete history of their engagement.
  • Deal Management: CRM Cards enable you to view and manage deals associated with a particular customer, allowing for better pipeline management and increased sales productivity.
  • Task Management: Stay organized and never miss an important task or follow up with the task management feature in CRM Cards.
  • Integration: Seamlessly integrate CRM Cards with other HubSpot tools and features, such as email marketing and lead generation, for a more comprehensive and streamlined CRM experience.

C. Tailored Features for Efficient CRM Data Management

HubSpot CRM Cards offer tailored features designed to simplify and optimize your CRM data management processes:

  • Data Segmentation: Easily sort and segment your customer data based on specific criteria, such as industry, location, or engagement level.
  • Filtering and Sorting: Quickly filter and sort through your CRM Cards to find relevant information or prioritize your most important contacts.
  • Notes and Communication History: Add and view important notes and communication history with each customer, ensuring you have all the information you need for personalized interactions.
  • Advanced Analytics: Leverage advanced analytics capabilities within CRM Cards to gain valuable insights into your customer data, such as sales trends or customer behavior patterns.
  • Mobile Accessibility: Access and manage your CRM Cards on the go with HubSpot's mobile app, ensuring you never miss a beat while out of the office.

With the HubSpot CRM Card's comprehensive set of features and benefits, managing your customer relationships has never been more efficient and effective!

HubSpot CRM Integration with CRM Card

Integrating HubSpot CRM with CRM Card can greatly enhance your overall customer relationship management strategy. By combining the powerful features of HubSpot CRM with the convenience of CRM Card, you can streamline your processes and improve efficiency.

A. Benefits of Integration between HubSpot CRM and CRM Card

1. Enhanced data synchronization: The integration allows for seamless data synchronization between HubSpot CRM and CRM Card. This means that all your customer information is updated in real-time across both platforms, ensuring accuracy and consistency.

2. Simplified workflow management: With the integration, you can easily track your customer interactions, manage tasks, and assign actions within both HubSpot CRM and CRM Card. This simplifies your workflow and ensures that nothing falls through the cracks.

3. Comprehensive customer profiles: By integrating HubSpot CRM with CRM Card, you can consolidate all customer information in one place. This allows you to build comprehensive customer profiles, which can be accessed by your entire team, enabling better collaboration and personalized customer interactions.

B. Seamless Integration Process and Steps

Integrating HubSpot CRM with CRM Card is a straightforward process. Here are the steps:

  • Step 1: Access the integration settings in both HubSpot CRM and CRM Card platforms.
  • Step 2: Select the option to integrate HubSpot CRM with CRM Card.
  • Step 3: Follow the on-screen instructions to authorize the integration.
  • Step 4: Map the fields and data that you want to synchronize between the two platforms.
  • Step 5: Test the integration to ensure accurate synchronization.
  • Step 6: Start enjoying the benefits of HubSpot CRM integration with CRM Card!

C. Improved Efficiency and Effectiveness through CRM Card Integration

Integrating HubSpot CRM with CRM Card brings numerous advantages that improve your team's efficiency and effectiveness:

  • Centralized data management: With the integration, all your customer data is located in one place, eliminating the need to switch between different systems.
  • Increased productivity: By automating tasks and workflows, the integration frees up valuable time for your team to focus on more important activities.
  • Seamless collaboration: The integration allows your team members to access and update customer information in real time, promoting better collaboration and communication.
  • Advanced analytics: With the combined power of HubSpot CRM and CRM Card, you gain access to comprehensive analytics and reporting capabilities, enabling data-driven decision-making.

By integrating HubSpot CRM with CRM Card, you can optimize your customer relationship management processes, drive growth, and achieve better results overall.

In summary, the CRM Card in HubSpot is a powerful tool for managing customer relationships and driving business growth. With its centralized storage of customer data, valuable insights, and seamless integration with other HubSpot tools, your team can effectively track, engage, and nurture customers throughout their journey. Consider implementing the CRM Card in HubSpot to elevate your customer relationship management and take your business to new heights.

Lightspeed Financial Services Group LLC (LFSG) is an established online broker that provides secure finance services and high-performance access to equities, options, and futures markets to active and professional traders. Core to their business strategy is high-touch customer service and efficient client account management.  

CRM Card HubSpot: Data Management and Analytics

The CRM Card HubSpot offers an extensive range of features for efficient data management and analytics within your CRM system. With its robust capabilities, you can streamline your data tracking and analysis processes, ultimately enabling data-driven insights and smarter decision-making.

A. Managing CRM Data with CRM Cards in HubSpot

One of the key advantages of using CRM cards in HubSpot is their ability to streamline data management tasks. These cards allow you to organize and categorize your customer information in a structured and easily accessible manner.

  • Data Segmentation: With CRM cards, you can segment your data based on various criteria such as demographics, purchase history, or engagement levels. This segmentation empowers you to tailor your marketing efforts and communication, providing a more personalized experience for your customers.
  • Data Organization: CRM cards enable you to store and organize your data in a systematic way, ensuring that you can quickly retrieve and update customer information when needed. This not only saves time but also enhances data accuracy and consistency across your CRM system.
  • Data Security: HubSpot CRM offers robust security measures to safeguard your data, including encryption and role-based access controls. With CRM cards, you can have peace of mind knowing that your customer data is protected from unauthorized access.

B. Utilizing CRM Analytics for Data-driven Insights and Decision Making

The integration of CRM cards with HubSpot CRM empowers you to leverage advanced analytics capabilities for extracting meaningful insights from your CRM data.

  • Data Visualization: CRM cards provide visually appealing charts, graphs, and dashboards to make it easier for you to understand and interpret your CRM data. This visual representation allows you to identify trends, patterns, and correlations that shape your customer's behavior and preferences.
  • Performance Metrics: With CRM cards, you can track essential performance metrics, such as customer acquisition costs, conversion rates, or customer lifetime value. These metrics allow you to assess the effectiveness of your marketing campaigns and make data-driven decisions to optimize your marketing strategies.
  • Forecasting and Predictive Analytics: CRM cards enable you to forecast future sales, customer demand, and market trends based on historical data. These predictive analytics insights help you make informed decisions about resource allocation, inventory management, and overall business planning.

C. Leveraging CRM Card Capabilities for Efficient Data Tracking and Analysis

CRM cards offer a range of capabilities to efficiently track and analyze your CRM data, ensuring a streamlined data management and analysis process.

  • Real-time Data Updates: With CRM cards, you can capture and update customer information in real-time, ensuring that you always have the most up-to-date data at your fingertips. This real-time data access eliminates the risk of relying on outdated information and enables timely decision-making.
  • Customizable Data Fields: CRM cards allow you to create customized data fields that align with your specific business requirements. This flexibility ensures that you can track and analyze the data points that matter most to your business, providing deeper insights and more accurate reporting.
  • Automation and Workflow: CRM cards can be integrated with automation and workflow features, allowing you to automate routine data management tasks and streamline your processes. This automation frees up your time and resources to focus on higher-value activities, such as data analysis and customer engagement.

HubSpot CRM Card API and Custom Development

In addition to its out-of-the-box features, HubSpot CRM Card also offers an API for advanced custom development. This gives developers the freedom to extend the functionality of the CRM Card and create tailor-made solutions to meet their specific business needs.

A. Overview of HubSpot CRM Card API

The HubSpot CRM Card API provides developers with a set of tools and resources to integrate the CRM Card seamlessly into their existing systems. With the API, developers can retrieve and update data from the CRM Card, as well as perform various actions, such as creating, deleting, and modifying CRM Card records.

The API documentation provides detailed instructions on how to make API requests, including authentication, endpoint URLs, and request parameters. Developers can use this documentation as a guide to integrate the CRM Card API with their preferred programming language or framework.

B. Custom Development Possibilities and Benefits

By utilizing the HubSpot CRM Card API, developers have the ability to customize the CRM Card according to their unique requirements. This opens up a world of possibilities, allowing businesses to create personalized workflows, automate specific tasks, and integrate the CRM Card with their existing software stack.

Furthermore, custom development enables businesses to enhance their CRM functionality by leveraging the power of external systems. Developers can integrate the CRM Card with other software applications, such as marketing automation tools, e-commerce platforms, or customer support systems, to create a unified and seamless experience for their users.

C. How Developers Can Utilize CRM Card API for Advanced CRM Functionality

Developers can take advantage of the CRM Card API to unlock advanced CRM functionality within the HubSpot ecosystem. By leveraging the API, developers can create custom dashboards, reports, and analytics to gain deeper insights into their customer data.

Furthermore, developers can utilize the CRM Card API to automate repetitive tasks, such as lead qualification, data enrichment, or deal management. By integrating the CRM Card with external systems, developers can streamline their workflows and improve overall efficiency.

With the CRM Card API, developers can also build custom notification systems to alert users about important events or changes within the CRM. This helps businesses stay on top of their customer interactions and ensures timely follow-ups.

In short, the CRM Card API empowers developers to transform HubSpot CRM into a fully customized and integrated solution, tailored to their specific business needs.

Problem Statement

Up until a few months ago, LFSG used multiple systems to manage the client lifecycle—from acquisition to onboarding to support. Despite the number of high-powered applications in use and high levels of integration between the tools, the client journey was still largely a manually executed process. Moreover, modifications and ongoing maintenance of the various systems required a high degree of expertise and time, making improvements and additional automation efforts costly.

As the business grew, the company’s client services team struggled to keep up with the hundreds of customer queries related to onboarding, trading, platform billing, and funding every day; the existing workflows implemented across multiple on-premise tools were insufficient to handle the volume. As part of Lightspeed's larger digital transformation initiative, the company sought to consolidate many of the disparate applications into an integrated SaaS solution, which would improve workflows for the client services team without losing control over the security of sensitive customer data.

Lightspeed was looking for a solution that could save them and their customers time and help resolve queries more efficiently. They wanted a consolidated system that could help them manage their marketing, sales, and support operations all in one place without the need for any manual intervention, and get the right data, including client PII, into the right hands—approved client services personnel only—for verifying the customer. 

To add to the challenge, Lightspeed needed a solution implemented in 30 days to avoid the renewal costs of legacy systems.


After careful consideration and consultation with Lightspeed, HubSpot was selected as the SaaS solution that could seamlessly tie together the customer journey and provide LFSG client services the view and data they needed to help the customer along the way. HubSpot would provide a unified solution to manage marketing, sales, and business operations including service and support, without complex integrations. As a SaaS solution, HubSpot would offload the operational overhead required of many on-premise systems.

Growth Natives outlined a plan to migrate the critical data and workflows from Lightspeed's legacy systems as well as address the need for a unified view of client data that included PII data stored securely on-prem—a key piece to the puzzle in making migration possible.

In short, Growth Natives needed to:

  1. Find a solution that could provide a single view of Lightspeed’s customer data, 
  2. Fetch PII from an existing secure on-prem data source,
  3. Ensure visibility to limited users, and 
  4. Notify restricted users when PII is not available. 

Thinking Outside of Box

In order to provide an integrated view for the client services team, Growth Natives built a custom CRM card for the HubSpot contact view along with an API bridge that pulls in PII data from Lightspeed’s on-premise database. The custom CRM card made sensitive information visible on HubSpot standard object views. However, it was visible to all HubSpot users, which was again a challenge that needed to be overcome.

To resolve this issue, the Growth Natives team again built a custom API. We made sure that only Lightspeed’s customer support team had the view and edit access to customer PII data. 

An error message appears when any restricted user views customer data in the HubSpot CRM. 


The implementation of the custom CRM card resulted in Lightspeed’s decision to migrate to HubSpot with confidence. Further, it improved customer resolution times by making critical customer data accessible on a single screen while maintaining the confidentiality of personal information.

An additional feature was added to allow client services team members to edit customers’ PII data if required and automatically update the on-premises database.


Lightspeed no longer needed to refer to other data storage systems to look for any information to resolve customer issues. With a successful custom CRM card setup in HubSpot, they received a one-stop solution for accessing all customer data, including their PII information without having to save it in HubSpot, which ensured security and compliance requirements were also in place. Using a custom CRM card Lightspeed can now focus on further optimizations of the customer journey by leveraging HubSpot’s integrations and workflows.

“Growth Natives was instrumental in identifying solutions for Lightspeed that allow us to improve the client experience while maintaining control over sensitive data that our clients entrust us to secure. We look forward to evolving our HubSpot solution with Growth Natives.” - Mike Mayhew, Lightspeed CTO.

This blog post was submitted for a HubSpot Impact Award under the Integrations Innovation category and was the quarterly winner for Q4 2021

It’s a testament to our HubSpot team's prowess and ability to solve tough problems.

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