HubSpot Inc has announced the launch of HubSpot Leads API which will facilitate bidirectional connectivity between HubSpot's lead capture and intelligence tools with any available customer relationship management (CRM) software, hence making closed loop marketing a reality for thousands of marketers. This marks the first API among the various offerings of HubSpot Application Programming Interfaces, which will empower developers in creating innovative marketing applications using capabilities from HubSpot's principal marketing software. 

HubSpot marketing software customers already have the benefit of enjoying bidirectional integration for closed loop marketing analytics with Salesforce.com (News - Alert), but with the launch of the Leads API, this benefit will be extended to customers using any other CRM system. 

In a release, Daniel Lynton, CEO of Lynton Web, HubSpot's customer and partner said, "The availability of this API is going to open things up for all our clients who have been eager to connect the dots between their marketing and sales efforts. We've already implemented the beta API for three clients using Microsoft (News - Alert) Dynamics CRM. It is working great so far and will solve a lot of workarounds that marketers have traditionally used, giving them visibility into marketing ROI." 

With the ever increasing marketing sophistication, marketers need to depend on a single, consistent source of data for empowering all their marketing activities and decisions. HubSpot will be able to function as the central hub while providing the marketers with the flexibility of creating unique applications required for their specific businesses, by allowing these developers to draw from HAPI. HubSpot APIs will enable exposing of other applications and marketing data sets from within HubSpot, hence enabling integration with more existing content and blogging systems and with many other creative scenarios. 

Brian Halligan, founder and CEO of HubSpot said, "At HubSpot, we are building marketing stars who must have full visibility into the sales return on their marketing investments. The Leads API is how we can give this critical business intelligence to our entire customer base, regardless of their choice of CRM. HAPI extending the entire product will ultimately provide a foundation for marketers to transform their entire marketing ecosystem."