Consumers in the modern era are armed with more resources and information than ever before which sets organizations up to deliver either the best sales cycle experience…or the worst. Integrating your marketing automation platform with your CRM is a huge step toward achieving the necessary alignment between marketing and sales that will result in more favorable experiences for your leads and customers.
Here is a recap of the benefits of the HubSpot-Salesforce integration that I’ve already discussed:
- Streamlined lead hand-off process to the sales team: once a HubSpot contact meets the inclusion list criteria, that record will be synced into Salesforce for the sales team to follow up with appropriately.
- HubSpot Intelligence dashboard on the Salesforce record: this at-a-glance timeline of the contact’s activity and engagement with various marketing initiatives will provide the context needed to begin the conversation at the right point in the initial outreach.
However, there are a couple of functionalities we can leverage that have not yet been discussed at length:
- Automatic lifecycle transitions: by connecting the HubSpot lifecycle stages to the Salesforce Opportunity status, the marketing team can ensure that they’re communicating appropriately with the contacts in the database at all times. This will help to avoid treating customers as leads and vice versa.
- Assign contacts to particular Salesforce campaigns: based on specific marketing activity and engagement, we can assign members and their respective statuses in order to more accurately measure campaign success and overall ROI.
HubSpot campaigns track high level metrics as well as metrics around individual components of each campaign:
Image via HubSpot
Salesforce reporting provides more specific insight around bottom line impact and campaign ROI:
*NOTE: Revenue River provides a worksheet to determine campaign hierarchy and nomenclature for the sake of maintaining a clean, consistent campaign system
- Create and assign Salesforce tasks: using the HubSpot workflow tool, we can create and assign tasks to Salesforce users based on various triggers; for example, a follow-up task could be assigned to the contact owner after the contact has attended a webinar.
*NOTE: in order for this to work effectively and efficiently, the owner must be up-to-date on the contact record.
Can You Make the Case for the HubSpot - Salesforce Integration?
There are many benefits to integrating your marketing automation platform and CRM, but the most important one, perhaps, is becoming one step closer to total alignment between your sales and marketing teams. What does this mean? A better experience for your prospects and customers that ultimately drives bottom line results. It can be a somewhat overwhelming to navigate this integration, so don't hesitate to reach out to us if you have questions or want to bounce some ideas around.