HubSpot Inc. today announced that it has acquired PieSync NV, a venture-backed Belgian startup with a service for enabling data sharing between cloud applications, for an undisclosed amount.

Publicly traded HubSpot provides a cloud platform that serves as a kind of command center for managing a company’s digital marketing activities. Marketers can launch ad campaigns, post content to their firms’ social media pages and analyze site traffic, among other tasks. The platform also includes similarly broad feature bundles for sales and customer support teams.

A lot of the capabilities in HubSpot require connecting the platform to outside applications, such as help desk systems and site analytics tools. That’s where PieSync comes into the picture. The startup’s namesake cloud service can automatically synchronize information between HubSpot and outside platforms, freeing up users from having to do manual data entry.

PieSync provides a fairly simple interface in which workers can choose applications to integrate and specify what records they wish to bring over. An online retailer, for example, could use the service to pull user purchase history from the Magento e-commerce system into its HubSpot customer database. Or it might export those same customers’ email addresses to the Mailchimp newsletter platform. 

Andrew Lindsay, HubSpot’s head of business development, said PieSync will continue to be available as a standalone service following the deal. The acquisition will advance the company’s goal of “building a platform that enables our customers to connect all of their front-office applications into HubSpot,” he told SiliconANGLE. 

“Our customers on average integrate more than five different third-party applications with HubSpot and that number is growing steadily,” Lindsay said. “The PieSync acquisition is set to become an essential piece of our platform roadmap.” 

As for the PieSync team, it will join HubSpot and continue working from the startup’s current office in Ghent, Belgium.

Photo: HubSpot