How HubSpot-Salesforce integration improves lead management

Managing leads across siloed systems can become bottlenecks that hinder your business growth. 

Thankfully, the combined effect of HubSpot’s dynamic marketing automation and Salesforce’s powerful CRM creates a frictionless lead management process that helps scale your business.

This integration bridges the gap between sales and marketing but also streamlines workflows, enhances data accuracy, and, ultimately, boosts conversion rates.

However, lead capture is only “well-begun”. Due to disjointed processes and missed follow-ups, even the most promising leads can slip through the cracks, resulting in significant revenue loss

What are the challenges of lead management without integration?

Not opting to integrate HubSpot & Salesforce limits your automation capabilities, lead attribution, and funnel visibility. It also creates data silos, delays lead handoff, and hinders coordination between marketing and sales teams.

Some of the common challenges businesses face are as follows:

• Improving lead quality 

• Lead qualification 

• Poor lead attribution

• Inadequate lead nurturing 

• Integration of lead management system

• Sales-marketing alignment

How to improve lead management with HubSpot-Salesforce integration

Bi-directional synchronization

Two-way sync ensures platforms stay updated in real time, so your sales and marketing teams have the most accurate and complete data to work with.

It is crucial for faster lead response time, unified lead scoring & qualification, accurate activity tracking, and better reporting.

Source: HubSpot

HubSpot’s native Salesforce integration makes bi-directional synchronization seamless, reducing dependencies on complex third-party tools.

The sync also helps utilize custom properties to add fields unique to your sales process.

Enhanced lead capture and nurturing

One of the key benefits of HubSpot-Salesforce integration is automated lead capture.

HubSpot experts prefer HubSpot’s marketing automation to capture, score, and nurture leads. 

Automated lead management (Source: HubSpot)

Similarly, Salesforce CRM should be used to optimize the sales pipeline to convert more business deals.

The leads generated through HubSpot marketing automation can be automatically synced to Salesforce to give the sales team immediate access to new leads.

Here’s how to create effective lead-nurturing campaigns for improved targeting and closing more deals.

Advanced reporting and analytics

With unified reporting, you get a 360° view of the customer journey to fine-tune strategies and make data-driven decisions to drive more business.

The integration facilitates custom dashboards, full-funnel visibility, identification of bottlenecks to be worked upon, combined lead scoring, pipeline forecasting, and accurate revenue projections.

Leverage HubSpot’s multi-touch attribution in alignment with Salesforce to understand which marketing activities influence leads and further fine-tune marketing strategy.

To build Salesforce reports using HubSpot data, you must create a property mapping for the original traffic source.

Source: HubSpot

Workflow optimization

Workflows help automate processes, sync data in real-time, and seamlessly lead handoff to optimize lead management.

For instance, Salesforce experts recommend using workflows to trigger a notification for a new lead in Salesforce for the sales reps to follow up. Similarly, HubSpot can enroll leads in customized nurturing sequences based on their activities in Salesforce. 

Workflows can also be created to update lead scores and lifecycle stages based on real-time data. This way, your sales team can prioritize hot leads for improved targeting efforts.

Sales-Marketing alignment

HubSpot-Salesforce integration resolves an age-old problem, misaligned sales-marketing teams. 😋

For instance, it helps create a unified funnel based on mutually agreed stages like Subscriber → MQL → SQL → Opportunity.

It facilitates shared metrics, interdepartmental collaborations, unified lead scoring, and coordinated nurturing campaigns to foster Sales-Marketing cohesion.

The integration enhances the tracking of KPIs like MQL to SQL conversion rate, lead response time, average sales cycle length, customer acquisition cost (CAC), etc.

Furthermore, HubSpot facilitates automated lead handoff based on the activities in Salesforce for timely follow-ups.

Here are the lead management best practices, stages, software, and technologies.

It’s a wrap

HubSpot-Salesforce integration bolsters lead management with bi-directional synchronization, improved lead qualification and nurture, workflow optimization, and sales-marketing alignment.

This surely helps you win over more leads but presents a two-way challenge. One is handling the complexity of the integration process, and the other is leveraging it to augment lead management.

Our RevOps experts transform the integration from being a challenge into a gateway to enhanced lead management, higher conversion rates, and the achievement of key business goals.