Xero's announcement at its Xerocon London 2019 conference described deeper integrations with Google Contacts, Microsoft Office 365, HubSpot and Mailchimp.
The new integrations – being built in-house by Xero – will automatically sync customer contacts between Xero and HubSpot's free CRM, sync customer and supplier contacts from Xero to Google Contacts, update customer contacts from Xero to Outlook, and allow the use of Xero data to quickly create audience lists within Mailchimp marketing campaigns.
"We didn't want to simply build another integration. We looked at the most common friction and pain points in everyday small business workflows and we were able to create customer-focused solutions that will have a positive impact on how small businesses operate everyday, said Xero executive general manager of ecosystem Nick Houldsworth.
"This is just the beginning of creating simple, seamless and smarter workflows between Xero and the apps small businesses use day in and out."
HubSpot vice president of platform ecosystem Scott Brinker said: "Any successful business needs two core ingredients: healthy finances and happy customers. So bringing Xero and HubSpot more tightly together was a no-brainer for us, ensuring our mutual customers can have better visibility across their business all in real-time."