Automatic Data Import from Excel to HubSpot

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1

Good morning,

I’m currently trying to connect some tables to HubSpot that extract important data from our ERP using Power Query.
Unfortunately, the ERP does not support direct API access, so I’m exploring an alternative solution.

The idea is to automate the update of an Excel file (which contains the queries) that mirrors the data structure I need to import into HubSpot.
I’m able to refresh the Excel file automatically via Power Automate, but I haven’t yet found a way to sync this data into HubSpot automatically.

Do you have any suggestions on how to handle this final step of automatic data import from Excel to HubSpot?

Thank you in advance for your support. I remain available for any further clarification.

Best regards,

2

Hi @Sroncoroni,

You could do this via a tool like Zapier: Use HubSpot's integration with Zapier

The trigger would be an update to an existing row or a new row in your Excel file, the action the corresponding update in HubSpot.

Best regards!

4

@Sroncoroni I can give a solution for your use case, however I’ll need a bit more detail to make sure it’s accurate and flexible enough. I know it’s a few questions, but they’ll help me tailor the approach properly.

  • What type of object on HubSpot are you working with, Contacts, Deals, Tickets?
  • Is it a single object, or you need to add associations too?
  • When you say ‘sync’ what do you mean, is it adding totally new records, updating existing records, deleting records that no longer exist, or some combination?
  • Does the Excel data include a unique identifier that can be used to match with existing records?
  • How often do you want this sync to run?
  • How many rows are you working with for each update roughly?
  • Where are you storing your Excel file?
  • What level of HubSpot subscription do you have?
  • What Power Automate license do you have?
5

The simplest setup will definitely be Coefficient, which has tons of data connectors for spreadsheets, but has a large focus on CRMs and ERPs like NetSuite.
If you are using NetSuite, it’s the most sophisticated tool on the market at the moment - the team has done a lot of work around getting around the API limitations.
Your entire workflow could likely be automated with Coefficient, but the last step could be done in an hour. Since Coefficient has a two-way sync with HubSpot, it can handle the last step in a few clicks, sycing your ERP data (via your refreshed Excel or Sheets file) back into HubSpot on a regular schedule.

That way, you’re not stuck managing separate exports or Power Automate flows, and you can also blend ERP + HubSpot data in a spreadsheet for reporting before pushing the cleaned data back into HubSpot.

Please note - this post has been edited by a Community moderator to ensure it adheres to our Community Guidelines.

6

@h-recker one suggestion: since you’re the Head of Growth Marketing at Coefficient, it might be good to add a disclaimer so readers know you’re affiliated with the company. That way, your recommendation is transparent.

7

I can do that on any future responses. I’ve never noticed any other app partners doing the same when I land in the community, so thought it would just be noisy since I provide my direct company email on my profile as well! But happy to moving forward. Appreciate the suggestion, Karsten!

8

Hi @Sroncoroni

You’ve already got good suggestions with Zapier and Power Automate. Another HubSpot-native angle is

( CRM API | Imports - HubSpot docs )

HubSpot supports importing Excel (.xlsx and .xls) and CSV files to create or update CRM records. You can use a unique identifier, such as a record ID or supported unique property, to match and update existing records.

However, HubSpot’s standard file import tool does not automatically monitor a refreshed Excel file and import changes on a recurring schedule. For fully automated synchronization, you can use an integration platform such as Zapier or Power Automate, or build a solution using HubSpot’s APIs. The limitation is imports aren’t “instant” they run as jobs and you’ll need to watch API quotas (around 10 requests/sec, and batch sizes of 100 records).

If you’d rather stay low-code, Coupler.io and Coefficient are solid plug-and-play options. They handle the scheduling and keep your Excel in sync with HubSpot objects like Contacts, Deals, or Tickets. HubSpot also documents how to work with Zapier for this exact use case

( Use HubSpot's integration with Zapier )

Since you’re already refreshing Excel with Power Automate, you could connect the last step via its HTTP connector and push directly into HubSpot’s API. This gives you more control but requires handling auth tokens, batching, and error retries yoursel

For context, many teams hit a wall when data grows: flows break, or they end up babysitting scripts. That’s exactly the gap we built Stacksync around instead of scheduled jobs or brittle one-way flows, it gives you real-time two-way sync between HubSpot, Excel/SQL, and ERPs.

That means any change in your ERP-derived Excel table can update HubSpot instantly (and vice versa if needed), without custom plumbing. Teams often cut maintenance time by 40% compared to Zapier/Power Automate chains.

Hope this helps you map the options.

If you’d like, I’m happy to walk you through what a pilot setup would look like.

Moderator Note: this post was reviewed for relevancy and optimized for clarity on November 6, 2026. Thank you for your contributions to the HubSpot Community!