QuickBooks vs Xero Which Accounting Software Aligns Best with HubSpot for Your Marketing Stack

Choosing the right accounting software is a critical decision for marketing leaders and agency owners who want to build a cohesive marketing intelligence stack. QuickBooks and Xero are two of the most popular options, each with strengths that can complement HubSpot’s capabilities. But which one fits best with HubSpot to help you build, measure, and scale your marketing efforts effectively? This post breaks down the key differences and integration possibilities between QuickBooks vs Xero, focusing on how they align with HubSpot to support your marketing goals.

Why Accounting Software Matters in Your Marketing Stack

Marketing teams often overlook accounting software when designing their tech stack. Yet, financial data plays a crucial role in understanding customer value, campaign ROI, and budget allocation. Integrating accounting software with HubSpot can turn raw financials into actionable marketing insights.

HubSpot is widely known as a CRM, but it can serve as the central hub for your entire marketing intelligence stack. When paired with the right accounting tool, it helps you connect sales, marketing, and finance data seamlessly. This connection enables better attribution, smarter budgeting, and clearer reporting.

QuickBooks vs Xero: Overview of Core Features

Before diving into integration specifics, let’s compare QuickBooks and Xero on their core features relevant to marketing teams.

QuickBooks

• Market presence: QuickBooks is one of the most widely used accounting platforms globally, especially popular with small to mid-sized businesses.

• User interface: Known for its user-friendly dashboard and straightforward navigation.

• Invoicing and payments: Offers robust invoicing features with customizable templates and multiple payment options.

• Reporting: Provides detailed financial reports, including profit and loss, cash flow, and sales tax summaries.

• Automation: Supports bank feeds, expense tracking, and recurring transactions.

• Integrations: Commonly integrates with many third-party apps, including HubSpot through middleware like Zapier or native connectors.

  
  

Xero

• Market presence: Xero has gained strong traction, especially among startups and agencies, with a cloud-first approach.

• User interface: Clean, modern design with easy access to key financial data.

• Invoicing and payments: Allows online invoicing with automatic reminders and payment tracking.

• Reporting: Offers customizable reports and real-time financial dashboards.

• Automation: Includes bank reconciliation, expense claims, and multi-currency support.

• Integrations: Supports direct integration with HubSpot via third-party tools and APIs, often praised for smooth syncing.

  
  

How QuickBooks and Xero Integrate with HubSpot

Integration is the heart of aligning accounting software with your marketing stack. Both QuickBooks and Xero can connect with HubSpot, but the experience and capabilities differ.

QuickBooks Integration with HubSpot

QuickBooks integrates with HubSpot primarily through third-party connectors like Zapier, Automate.io, or PieSync. These tools enable syncing of customer data, invoices, and payment status between platforms.

• Data syncing: Customer records created in HubSpot can be matched with QuickBooks contacts, reducing duplicate entry.

• Invoice tracking: Marketing teams can see invoice statuses within HubSpot, helping to identify high-value customers or overdue payments.

• Campaign ROI: By linking sales and payment data, you can better attribute revenue to specific marketing campaigns.

• Limitations: Native integration is limited, so some syncing delays or manual setup may be required.

  
  

Xero Integration with HubSpot

Xero offers more direct integration options with HubSpot, often through specialized connectors designed for agencies and marketing teams.

• Real-time syncing: Contacts, invoices, and payments sync more seamlessly, providing up-to-date financial data inside HubSpot.

• Multi-currency support: Useful for agencies working with international clients, allowing marketing teams to track revenue in different currencies.

• Custom workflows: You can automate follow-ups based on payment status or invoice creation, improving customer engagement.

• Reporting: Financial data from Xero can feed into HubSpot dashboards, enabling combined marketing and financial reporting.

  
  

Which Software Aligns Best with HubSpot for Marketing Leaders?

Choosing between QuickBooks vs Xero depends on your agency’s size, client base, and integration needs.

When QuickBooks is the Better Fit

• Your agency or company already uses QuickBooks extensively for accounting.

• You prefer a widely adopted platform with a large ecosystem of third-party apps.

• Your marketing team values detailed financial reports and customizable invoicing.

• You are comfortable using middleware tools to connect HubSpot and QuickBooks.

  
  

When Xero is the Better Fit

• Your agency works with international clients requiring multi-currency support.

• You want a cloud-native accounting solution with modern UI and real-time syncing. Just as design trends evolve rapidly — like the bold typography, vibrant color palettes, and maximalist styles highlighted in The 2025 Top Web and Graphic Design Trends — modern accounting tools are also embracing real-time, visually rich interfaces.

• You prefer tighter, more automated integration with HubSpot for seamless workflows.

• Your marketing team benefits from combined financial and marketing dashboards.

  
  

Practical Steps to Build Your Marketing Intelligence Stack with HubSpot and Accounting Software

1. Map your data flow: Identify which financial data points (invoices, payments, customer records) you want visible in HubSpot.

2. Choose your connector: Evaluate third-party tools that link HubSpot with QuickBooks or Xero. Test syncing speed, reliability, and ease of setup.

3. Set up automation: Create workflows in HubSpot triggered by financial events, such as invoice creation or payment received.

4. Build dashboards: Combine marketing metrics with financial KPIs to get a full picture of campaign performance and customer value.

5. Train your team: Ensure marketing, sales, and finance teams understand how data flows and how to use the integrated tools effectively.

   
   

Real-World Example: Agency Using HubSpot and Xero

A mid-sized digital agency serving global clients chose Xero for its multi-currency features and smooth HubSpot integration. They automated invoice reminders and linked payment data to marketing campaigns. This setup helped the agency identify which campaigns generated the highest revenue and adjust budgets accordingly. The real-time syncing reduced manual data entry and improved reporting accuracy.

Final Thoughts on QuickBooks vs Xero with HubSpot

Both QuickBooks and Xero offer strong accounting capabilities that can enhance your marketing intelligence stack when paired with HubSpot. QuickBooks suits agencies looking for a mature, widely supported platform, while Xero appeals to those wanting cloud-first, real-time integration with multi-currency support.

The key is to focus on how each software fits your existing workflows and integration preferences. Test connectors, involve your finance and marketing teams, and build automation that turns financial data into marketing insights. This approach will help you measure and scale your marketing efforts with clarity and confidence.

To explore how HubSpot can act as the central hub for a full marketing intelligence stack — integrating not just CRM but automation, analytics, and BI — check out Why HubSpot Is More Than a CRM: Building a Full Marketing Intelligence Stack