integrating hubspot with salesforce
TRANSCRIPT
Marketing + SalesORGANIZE YOUR MARKETING & SALES SYSTEMS TO
GROW TOGETHER!
Agenda
Why Integrate?
3 Winning Tips (avoiding common mistakes)
What Sales + Marketing looks like
Why?
Win (Customers)
Share Success
Feedback Loop
Show Value/ROI
CommonMistakes
1. Start with different
feet
2. Not aligned
3. Out of sync
1. Start w/ different feet
2. Not aligned
3. Out of sync
CommonMistakes
1. Source Reporting
2. Lead-to-Opportunity
Management Process
3. Data sync/Dupes
What exactly is a Lead?
How are Leads different from
Contacts?
How do I roll up Leads by Account?
How do I get a Pipeline of my
Leads?
How do we keep Contacts and
Leads in sync?
OMG! The Duplicates!
Why are all the Leads Crappy??
What about Leads for existing
Accounts?
Who decides what is a good
Lead?
When should I convert the
Lead?
Which system should I use for campaign lists?
Which system should track responses?
Which source should we use
for ROI?
What if Sales doesn’t want to use
their Contacts?
#1 Leading With The Same Foot
Which System to use for what?•Campaign Lists?
•Reporting?
•Sources?
•ROI?
• Most Leads come from your website or nurturing programs
• Marketing Driven - More Top of the funnel activities
• Automatically track individual responses & multi-touch attribution
• Qualification, Lead Scoring & Hand Raisers
• Most of the Leads come from existing Accounts or one-time programs/events
• Sales Driven - More Bottom of the funnel activities
• Track basic Lead Sources, major Sales events, and Last Touch attribution
• Easy to Add Sales Contacts to Campaigns or Lists
#2 Get Tight
Align the Lead to Opportunity
Process (funnel)
Contact vs Lead vs Contact
Sales
+
Marketing
Subscriber
Lead
MQL
SQL
Proposal
Negotiation
Customer
OpportunityConversion
Lead
Contact
Opportunity
Lead
Company
Interest/Status
AccountContact
Company
Interest/Stages
Campaign Members
Contact
Opportunity
Lead
Company
Name
Interest
Account
SF Campaign (List)
HubSpotContact
CampaignList
Contact
Opportunity
Account
HubSpotContact
HubSpotCampaign List
Lead
1000Visits 200Leads 50MQL 10SQL
SF Target Account
SF Contact
Blog • Whitepaper • Email • Social Media • Campaigns
Opp’ty
Target Profile
# x $ x %
Cycle Time
Won
SubmitsForm
AdditionalActivity
“Hot”Score
HubSpot Contact SF Lead
#3 Get Sync’d
When to create a new record?
What type of record to create?
When to sync?
What to map/sync?
1. Inaccuracy
2. Duplication
3. Incomplete Records
4. Incomplete Database
5. Unsynchronized
Databases
6. Off-Target
• 25% of Sales time is wasted on incorrect data (Gartner)
• 30% of Sales time is spent on research (Discover Org)
• Quality Data correlates to 39% more Won deals and 66% more Revenue (Data.com)
Out-of-Sync
HubSpotContacts
100k
SF Leads1k
SF Contacts50k
Worlds Colliding!
ContactHubSpotContact
Lead
1. Match Existing Contact?2. Create New Lead3. Convert Lead
Opportunity
1
23
From HubSpot to SalesForce** Use Inclusion List (what/when to sync)
ContactHubSpotContact
Lead
From SalesForce to HubSpot** Use 100% create optionor use “Selective Sync” in SF
Map Properties/Fields & Rules
A Few Bonus Tips…..
• Use HubSpot CRM!!
• Designate an Owner/“Inbound Sales” function to act as bridge between the two systems (works both ways)
• Let Lead Scoring be the integration gateway between HS and SF - No MQL or SQL only QL!
• Make sure Sales can easily add Contacts to Nurture programs in HS with a workflow
• Always set the Primary Contact on Opportunities (Remove buttons to create Oppswithout a Contact & monitor via exception reporting in SF)
Grow Together!