While they are impressive independently, they foster growth and scalability when integrated properly.
Before diving into how to make it happen, it’s crucial to understand why it’s essential.
By clubbing the lead data from both platforms, a single source of truth can be established with data centralization. This data is ideal for forecasting, predictive analytics, and creating effective lead nurturing campaigns.
When your leads meet the predefined criteria on HubSpot, they can be handed over to Salesforce for improved targeting.
The HubSpot lead scoring mechanism can be augmented with Salesforce data to improve the accuracy of the assigned scores.
Source: scnsoft
CRM then helps execute automated email marketing for successful demand generation by leveraging the email marketing capabilities of both platforms.
Bidirectional data sync enhances your lead intelligence and customer journey tracking. It also facilitates unified customer profiles for better decision-making.
Businesses can use real-time sync updates for prompt actions by connecting the two platforms.
This results in data consistency, automated data synchronization, attainment of deeper customer insights, and enhanced collaborations.
Data from both platforms can be leveraged for marketing automation to automate tasks. For instance, Salesforce can be set to create tasks when a contact meets specific criteria on HubSpot.
Source: HubSpot
Under campaign integration, you can link HubSpot’s marketing campaigns to Salesforce to increase the probability of lead conversions.
Here are the 10 Tips to Develop a Successful Marketing Automation Strategy.
For complex workflows, consider using Salesforce's REST API and HubSpot’s API.
Let’s suppose you track lead interactions, email engagements, form submissions, etc. on HubSpot. When this information is passed to Salesforce, the sales team gauges lead readiness by leveraging lead scoring to identify the best quality leads. This increases the conversion rate, as the sales team can prioritize the hot leads.
Both teams also benefit from closed-loop reporting. While the marketing team can track the campaign impact, the sales team can share their feedback on lead quality, helping the marketing team optimize future campaigns.
Larger datasets and increased complexity can be managed by leveraging both platforms together.
Customized data mapping lets you map specific fields across HubSpot and Salesforce based on your business requirements. For example, custom properties like “Location” and “Lead Source” can be synced easily.
Custom workflows can be utilized on HubSpot for lead nurturing. The workflows can be used to trigger a task like updating deal stages.
Segment-specific integration can be used to categorize leads for customized targeting. For instance, high-value leads can be passed on to senior sales representatives for direct follow-ups, while low-priority ones can be targeted with automated campaigns.
Some of the prerequisites must be fulfilled before the integration to ensure the free flow of data across the two platforms.
✅ You need the necessary permissions like admin access or API access on Salesforce and HubSpot platforms.
✅ You must have a Salesforce Professional or Enterprise account compatible with HubSpot.
✅ Similarly, your HubSpot account (HubSpot’s Professional or Enterprise) should be on a subscription that allows you to integrate with Salesforce.
Keep in mind that only one Salesforce instance can be connected to a HubSpot account.
To connect more than one HubSpot account to a Salesforce instance, you need to set up and install the integration in every HubSpot account.
✅ Click the Marketplace icon on top of your HubSpot account and select the App Marketplace. Search and select the Salesforce integration to install it.
✅ Now, install HubSpot in Salesforce. Then click on “Start the Salesforce package installation to begin.”
Source: HubSpot
✅ Once done with package installation in Salesforce, head back to the HubSpot connector wizard and click Next.
✅ Next, add the HubSpot Visualforce module to Salesforce.
✅ Click “Add HubSpot to Salesforce”. You may click “Skip this step” and install the Visualforce window at a later time.
✅ To add the HubSpot Visualforce module to Salesforce, follow the steps on the installation page one by one.
✅ Then click on “Next”.
✅ Now, it is time to select how you would like data to sync between HubSpot and Salesforce. Here, you can choose between “Recommended setup” and “Advanced setup.”
✅ If you go with the “Advanced setup,” you will need to go through the settings one by one, with the option to either choose the recommended defaults or the ones based on your choice.
✅ Now the only thing left is reviewing your data sync settings. Click “Change” to change the sync settings. Post that, click “Finish setup and begin syncing”.
To learn these steps in detail, here’s how to install the HubSpot-Salesforce integration.
Now you should configure the settings to ensure a free flow of data.
✅ Data sync settings: For data sync settings, go to “account settings” in “settings”. Here, after clicking on integration, go to “connected apps”. Now choose Salesforce from the connected apps. Here you can sync settings.
You can also choose the sync direction based on your choices, e.g., HubSpot to Salesforce, Salesforce to HubSpot, and a two-way sync.
✅ Field mapping: Field mapping is important for data flow accuracy. While HubSpot automatically maps the standard fields, you can configure custom field mappings based on requirements.
You can find the field mapping option in the integration settings. Here you can review the existing mappings, add custom mappings, and choose the mapping direction.
✅ You should verify the mappings and data updates on a timely basis through integration testing with a small batch of records.
✅ You may use the HubSpot integration dashboard to review the sync quality. Likewise, use the Salesforce reports & dashboards to monitor progress in HubSpot.
✅ Use the HubSpot workflows for automating Salesforce data follow-ups. For example, you can create a follow-up task for a situation where the deal moves to a specific stage.
HubSpot-Salesforce integration can be the game changer for your organization’s scalability by streamlining processes, enhancing data accuracy, and automating crucial workflows.
They together help you amplify lead generation by executing personalized marketing campaigns and effective lead nurturing.
However, the complexity of the integration process may become a roadblock. This is where our RevOps experts help you with strategic guidance, troubleshooting data discrepancies, handling workflow inefficiencies, and all the other technical aspects.