HubSpot is essentially a one-stop shop for both marketing and sales. The platform not only boasts user-friendly, in-depth tools for you to keep track of leads and outbound campaigns, among others. It also allows you to integrate other platforms to improve the speed of your sales process with support from your marketing efforts. These platforms include Eventbrite, Sprout Social, and the topic of this article, the HubSpot Salesforce integration.
HubSpot Salesforce integration is a key component for you to support your sales team to secure leads while making the whole process smoother and easier to understand.
How HubSpot Salesforce Integration Works
The integration of Salesforce and HubSpot allows synergy between your sales and marketing teams. While HubSpot can take the reins with the marketing campaigns and improve the probability of closing the sale, Salesforce gives you vital insights and information into the status of your leads.
Why Integrate Salesforce and Hubspot?
The contact information and other metrics between the two are synced and allow you to use HubSpot’s features, including sequences, workflows, and lead scoring. These give you more control over which campaigns you can add to different customers depending on their status.
As mentioned above, the integration creates synergy between your marketing and sales teams. Different triggers in both platforms create tasks for respective teams. For example, when a lead reaches a certain point in Salesforce, you will be asked to create a task to arrange a call, meeting, or just to add them to a nurture campaign. Similarly, when a lead reaches a certain lead score, tasks will be created to provide more content that aims to further improve their score. These might include linking to blog content on your website, or gated content such as e-books, infographics, or whitepapers.
The tasks will help keep your team on top of the relationship and ensures that all leads are being given consistent attention before closing a deal.
How to Start the Integration
The process of setting up the HubSpot Salesforce Integration is simple and does not require any technical expertise. Once you start the Salesforce application install on HubSpot, you are directed to the opposite wizard.
There is a lot of freedom with what information is synced between the platforms. Configuring how the properties align in which platform is streamlined into one step and outlines the differences in language between the two for you.
The objects, or categories of data, for each platform, breaks down as such:
When mapping out the different fields and which relates to which, you can also set a preference on the naming convention you want to use, and which one takes priority over the other. This is useful if you’re used to one set of terms since the process does not require you to adapt to another.
The difficulty here lies in the fact that every field that you use will need to be mapped. This applies across different elements such as contacts (name, email, job role), company (address, annual revenue, staffing size), deals (deal amount, first & recent close dates, total revenue), and tasks (schedule meetings, add to sequence, provide content). Although these are neatly organized for you and easy to understand and change, you will have to spend a bit of time to ensure that every field is mapped correctly or else you may face errors later on down the line that may hinder your sales efforts.
Types of Sync
When you set up your HubSpot Salesforce integration, you need to have a complete understanding of your sales pipeline and put down on paper what you expect to achieve from the integration and the ideal process for each contact. Once people enter HubSpot, do they also get sent to Salesforce? Are you saving Salesforce for your more viable leads? Is the integration only being used one-way (HubSpot to Salesforce, or Salesforce to HubSpot)? You need to know the source of truth in your process before you can use the integration to its full potential.
Among the different types of synchronization, the most common form is bi-directional. This is an open relationship between the two platforms, allowing information to be shared between them. You can also change the frequency of the synchronization. Continual sync is the default. Any changes in either platform will trigger a change on the other.
If any of these fields have issues at a later date, you will see an error icon on the field mapping page. There can be various reasons for the error, but it is imperative that the issue gets resolved as soon as possible to keep your sales/marketing relationship flowing. You can set up email notifications for whenever an error occurs allowing you to resolve it quickly.
There are a variety of best practices to put into place while using the HubSpot Salesforce integration. As mentioned above, the main one is understanding your sales process in its entirety to ensure that the pipeline moves as smoothly as possible. Alongside this, ensure that any data you’re planning to sync to the other platform is clean. It’s important to avoid confusion over contact or company information because it hasn’t synced over properly.
Although both the setup and running of the HubSpot Salesforce integration are easy to understand, it is a good idea to get a partner on board that is an expert in both platforms to make the most out of these tools.
Nituno is a HubSpot certified consultant and our team has extensive experience with both HubSpot and Salesforce. Our marketing and sales teams can blend into your existing team effortlessly to help you keep in contact with your leads regularly and produce high-quality content to drive them into closing a deal. Get in touch with us today to learn more about how we can partner with you to make the most of your HubSpot Salesforce integration experience.