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4 Tips for Creating a Successful HubSpot and Salesforce Integration

4 Tips for Creating a Successful HubSpot and Salesforce Integration Blog Feature

Vin Gaeta

VP of Marketing, 10+ Years of Sales & Marketing Experience, 12+ Years of Development Experience, 14+ Years of Project Management Expertise

November 19th, 2015 min read

So you’ve made the jump and started using HubSpot Marketing to drive your marketing results sky-high,  but now you’re tasked with integrating your current CRM, Salesforce, with the marketing platform. -- And. It. Scares. You.

Don’t worry!

Once you have a completed integration between Salesforce and HubSpot, you’ll be running your business like a pro!

All of your records will have the most recent information, and it’ll be passing back and forth flawlessly. Finally, Sales and Marketing will be on the same page and working together towards your company goals. That’s exactly why I’ve compiled four tips to help make your setup of the Salesforce / HubSpot integration a success.

#1. Know your entire sales process

I can’t emphasis this one enough. By knowing your sales process inside and out, you’ll understand what information is most important, and what you’ll need to capture in HubSpot to subsequently transfer over to Salesforce.

Start by outlining what information you need/want/desire about a prospect (you’re doing prospecting calls right?). Then move down to leads.

What qualifies them? Do you need their location because you have a service area? Do you care about their position or company size? Is there a single piece of information that automatically turns a lead from an MQL to SQL?

Digging into this type of information will help ensure that you’re solving for every step of the buyer journey and creating the proper fields in advance of setting up the integration.

Knowing all of this before you even activate the integration in HubSpot will help you make the process extremely easy.

#2. Only sync what is necessary

Sometimes having a completely open sync may make sense, but those situations are usually counted on one hand.

Typically you’ll want to limit what records are syncing from HubSpot into Salesforce, so that the CRM doesn’t become a pigsty.

The last thing you need is your sales team hunting through unnurtured or irrelevant records to find the awesome sales ready leads you got them.

By creating an inclusion list that segments only these truly qualified, “chosen ones”, you’ll ensure that your Salesforce installation runs smoothly.

salesforce-hubspot-intergration.png

Doing this also prevents you from using up Salesforce storage space with HubSpot Activities.

According to Podbox, “Every time you sync a HubSpot Activity with Salesforce, it takes up 2KB of storage space.” That’s a fairly hefty amount when you consider how many activities are created on a regular basis.

Plus, deleting the activities out of Salesforce is no small task. A great way to segment the leads is by only including those above a certain lead score. This way you’ll know what is populating over is updating only the best SQLs in your database, while the rest are still being nurtured in HubSpot.

#3. Use hidden fields

What’s better than new lead data? New lead data the user doesn’t have to submit on a form.

salesforce-hubspot-intergration2.png

By implementing hidden fields on your HubSpot forms, you’ll be able to populate fields in Salesforce, without the user even knowing they gave you that information. You can set different fields like lead source, lifecycle stage, or even assign a specific lead owner.

You can also use these hidden fields to help segmentation and streamline internal processes.

For example: If you have multiple bottom-of-the-funnel (BOFU) forms, add a hidden checkbox field (checked by default) to denote a BOFU form fill. Then you can spin up a list in HubSpot or Salesforce by using that single field. No more messy smart lists with hundreds of forms feedings them.

#4. Understand Leads, Contacts, and Accounts in Salesforce

Knowing how your Salesforce instance is configured can mean the difference between a stress free integration, or you pulling your hair out trying to get the data to sync properly. Planning for the small intricacies of the different record types will help stop confusion down the line.

There are some fundamental variations between leads, contacts, and accounts in Salesforce. The fields that are used on each record are extremely similar, and usually will have the same values, but the actual field names will differ, and that’s what matters.

When you’re setting up lead mapping, it’s important to take note that Leads and Contacts (in Salesforce) will be mapped in Contact field mapping, but Account fields need to be mapped under the Company field mapping section. The setup is exactly the same, just in different areas of the integration.

Paying attention to what information is on what record type, and mapping accordingly, will allow you to easily segment records with all of your information living in Salesforce.

Keep these 4 tips in mind when setting up your HubSpot and Salesforce integration. If you have any questions, or have additional tips and advice, sound off in the comments!

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