n8n Katpro Technology: CRM-ERP Integration for Marketing Agency Using HubSpot API, AI Models & PostgreSQL

Project Overview

Katpro Technology partnered with a mid-sized marketing agency to streamline their customer relationship management (CRM) and enterprise resource planning (ERP) workflows. The agency struggled with siloed data, manual processes, and inefficiencies in lead management, invoicing, and campaign tracking. The goal was to integrate HubSpot (CRM) with their custom ERP system using n8n, AI models, and PostgreSQL to automate data synchronization, enhance decision-making, and improve operational efficiency.

The project focused on:
- Automating lead-to-customer workflows.
- Syncing invoicing and payment data between HubSpot and the ERP.
- Leveraging AI models for lead scoring and predictive analytics.
- Centralizing data in PostgreSQL for reporting and insights.

Challenges

The marketing agency faced several critical challenges:
1. Data Silos: HubSpot (CRM) and their ERP system operated independently, requiring manual data entry and leading to inconsistencies.
2. Inefficient Lead Management: Leads were not prioritized effectively, resulting in missed opportunities.
3. Manual Invoicing: Billing and payment data were not automatically updated in HubSpot, causing delays and errors.
4. Limited Analytics: Lack of integrated reporting made it difficult to track campaign ROI and customer lifecycle metrics.
5. Scalability Issues: As the agency grew, manual processes became unsustainable.

Solution

Katpro Technology designed a robust integration solution using n8n (a workflow automation tool), HubSpot API, AI models, and PostgreSQL:

1. n8n Workflow Automation

• Built custom workflows in n8n to sync data between HubSpot and the ERP system in real time.
• Automated lead capture, assignment, and follow-up processes.
• Triggered invoicing workflows when deals were marked "Closed-Won" in HubSpot.

2. HubSpot API Integration

• Connected HubSpot to the ERP system to sync contacts, deals, and company data.
• Implemented webhooks to trigger actions (e.g., sending invoices, updating deal stages).

3. AI-Powered Lead Scoring

• Integrated a machine learning model to analyze lead behavior (email opens, website visits, form submissions) and assign scores.
• Automated lead prioritization, ensuring sales teams focused on high-intent prospects.

4. PostgreSQL Data Warehouse

• Centralized CRM and ERP data in PostgreSQL for unified reporting.
• Enabled custom dashboards for tracking KPIs like conversion rates, campaign performance, and revenue trends.

5. Error Handling & Alerts

• Configured n8n to log errors and notify admins of sync failures.
• Implemented retry mechanisms for failed API calls.

Tech Stack

The project leveraged the following technologies:
- n8n: Open-source workflow automation for connecting HubSpot and ERP.
- HubSpot API: For CRM data access and manipulation.
- Python (Scikit-learn): AI model for lead scoring.
- PostgreSQL: Centralized database for reporting.
- Docker: Containerized deployment of n8n and AI models.
- Metabase: BI tool for visualizing PostgreSQL data.

Results

The integration delivered significant improvements:
- 80% Reduction in Manual Data Entry: Automated workflows eliminated repetitive tasks, saving ~20 hours/week.
- 30% Increase in Lead Conversion: AI-driven lead scoring improved sales team efficiency.
- Real-Time Invoicing: Payment data synced instantly, reducing billing errors by 90%.
- Unified Reporting: Dashboards provided actionable insights into customer journeys and campaign performance.
- Scalability: The solution supported the agency’s growth without additional overhead.

Key Takeaways

1. Automation Drives Efficiency: n8n’s low-code approach enabled rapid integration without extensive development.
2. AI Enhances Decision-Making: Predictive lead scoring transformed how the agency prioritized prospects.
3. Centralized Data is Critical: PostgreSQL served as a single source of truth for analytics.
4. Error Handling is Essential: Robust logging and alerts ensured system reliability.
5. Future-Proofing: The modular design allows for adding new workflows (e.g., chatbot integrations) as needs evolve.

This project exemplifies how combining workflow automation, AI, and a modern data stack can solve complex business challenges while delivering measurable ROI.