Aligning Marketing Automation with a CRM software is no easy task. When it comes to HubSpot and Salesforce, we luckily have some tips and tricks up our sleeves.
The alignment of marketing and sales is an important topic for most companies. Creating common goals for both teams to work on is something that often leads to struggles.
An important part on the way to this alignment is a proper integration of the Marketing Automation platform (mostly used by the marketing guys) and the CRM (mostly used by the sales guys).
In this blogpost I want to focus on the integration of HubSpot and Salesforce.
HubSpot is a perfect tool for Inbound Marketing and Lead Generation through Social Media and website content: with the help of some great gated offers, new visitors can easily convert into leads and will be nurtured through marketing emails.
The marketing information you get in HubSpot is something that your sales reps also need to have when they’re in contact with your prospects. Only with a complete insight are they able to know personal details about the lead’s interests and behaviour even before they have their first call. Thanks to an integration of your Marketing Automation and CRM systems you can create a more tailored sales experience for the lead, which will result in better sales cycles and more converted leads.
The integration between HubSpot and Salesforce is available in the Professional and Enterprise edition of Hubspot. The setup between these two systems is done in HubSpot.
How to get started
To start the integration, you have to click on your avatar in the top right corner of the HubSpot platform and then choose “Integration”. There you can see all the native integrations that are possible within HubSpot. Since we want to set up the Salesforce Integration now, you have to click on the Salesforce logo.
Then you need to check your API call limit in Salesforce. This number is based on your Salesforce edition. You can see which edition you have in the browser tab, when you log into your Salesforce instance and are located on the Home Page.
You have to check if you already have any other integrations with Salesforce that take away some of your daily allowed API calls. The best advice would be to talk to your Salesforce admin.
Decide then if you want to sync accounts and opportunities between HubSpot and Salesforce. This gives you more information about your contacts in HubSpot.
Define ‚ready‘ with inclusion lists
The great thing about the integrated Marketing Automation in HubSpot is that you can nurture contacts until they are ready to be contacted by your sales reps. You can decide which criteria a contact has to fulfill to be send to Salesforce. Based on that you can set up an inclusion list. Only the contacts on this list will be send to Salesforce.
Make sure that you also include the contacts who are already known in Salesforce, so you see when a known contact has some new marketing interactions. The contact then will be updated in Salesforce with all the relevant information for your sales rep to use.
Now you need to decide how to define the other settings in HubSpot:
- Which marketing activities do you want to send to Salesforce? (e.g. form submission, email clicked)
- Do you want to create leads or contacts in Salesforce?
- Should leads or contacts that are deleted in Salesforce also be deleted in HubSpot?
No naming confusion with field mapping
For field mapping you need to make sure that you know which data types your fields have in HubSpot and Salesforce. It does not make sense to map a single line text field in HubSpot with a picklist in Salesforce. The field type of mapped fields should be identical – otherwise you would kind of break your integration and end up with dirty data.
A cool feature of the integration in HubSpot: when you create a new “dropdown select” field in HubSpot and you don’t want to recreate all the values manually, you don’t need to worry. You can just map it to the corresponding field in Salesforce and click “refresh mapping” under the gear icon or click on the blue info icon next to the field mapping. The picklist values will then be automatically created in HubSpot. (I love this magic.)
Here is a list of the fields in HubSpot and Salesforce and how they match:
|Single-Line Text||Text Area|
|Multi-Line Text||Text Area (Long)|
|Radio Select||Picklist (Multi-Select)|
|Multiple Checkbox||Picklist (Multi-Select)|
You can review sync errors directly at the specific contact which is not syncing correctly. The Sync Error Page in HubSpot also helps you to review errors. If an error is occurring too often you need to make adjustments accordingly in your field types or field update workflows.
When you start working with HubSpot you can either import contacts from .csv files or import leads and contacts from Salesforce.
Other options to get your data from Salesforce are creating a campaign in Salesforce for a specific event or a specific target market that you want to nurture and directly get all the leads/contacts who are associated to that campaign on one HubSpot list that you’re then able to use as a starting point for your nurture workflow.
How to use HubSpot workflows for your integration
In HubSpot workflows there are two actions that can be used in your HubSpot-Salesforce Integration. You can create a Salesforce task or you can associate a HubSpot contact to a Salesforce campaign.
- Create Salesforce tasks with workflows
In HubSpot you can directly create a task for your sales rep via a workflow. For example if a contact submits a demo request form, you probably want your sales rep to be informed directly in order to take the required actions. You achieve that by creating a workflow that sets up a task in Salesforce.
- Create campaign associations with HubSpot
When you set up an email workflow in HubSpot and a contact downloads an associated asset, you can choose the workflow action to “set a Salesforce campaign membership”.
Then you have to choose the Salesforce Campaign you want to associate the contact with. You can also choose which status the contact should receive in the campaign. This will associate contacts who are already in Salesforce when they download an asset or react to an email.
But it can also be the case that contacts in Salesforce are created in a later stadium and you still want to associate them to the Salesforce campaign they have participated in earlier.
Afterwards you have to create a separate workflow for all contacts with a Lead ID or a Contact ID, who have performed the action you want to have associated in your campaign. This step will grab contacts as soon as they have a known SFDC ID.
The Salesforce part of the integration
So far so good, that’s it for the HubSpot side of the integration. As I said before, the integration setup and field mapping is only done in HubSpot.
Your marketing data is of course also powerful for your sales reps to use in their talks with potential customers. With that data, they know exactly what they have to mention towards the contact in order to close a deal.
Specific information can be seen in the “HubSpot Intelligence”. There your sales rep is shown which emails his contacts received and clicked through, which forms they submitted or which pages they visited.
There is also the option to add contacts directly to workflows via Salesforce. You have to define that it is possible in workflows to add contacts from Salesforce. The module “HubSpot Lead Nurturing“ has to be added to the page layout, then sales rep can directly add contacts to a workflow. You also need to change the settings of your HubSpot workflows to make it possible to add contacts directly from Salesforce.
This were all the essential points for a HubSpot and SFDC integration. Perhaps I forgot to talk about one or two important aspects – would you like to add something? What does one need to know for such an integration?
Also, If you have any questions concerning the Hubspot Salesforce integration please feel free to contact us!
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