There is a good HubSpot API tutorial there

Seamlessly integrate HubSpot and Salesforce

Tips & Tricks

HubSpot-Salesforce integration

What does integration bring?

Even if marketing automation like HubSpot involves a large number of tools, it is usually not a stand-alone system. Because companies often have other systems such as CRM, ERP or CMS in use.

Although HubSpot also offers additional functions such as an integrated CRM, most companies already use established systems such as B. the Sales Cloud from Salesforce. Most of the time, Salesforce has been established in a company for yearsbefore additional marketing automation software such as HubSpot is required. After purchasing and implementing HubSpot, it of course makes sense that relevant Salesforce data is synchronized with HubSpot. This prevents data silos and all associated side effects. To z. For example, to carry out a targeted email campaign with Salesforce contacts, these must first be synchronized between Salesforce and HubSpot. The other way around, it should also be ensured that relevant information from this campaign flows back to Salesforce. However, it must also be possible to use newly created data sets automatically if necessary to transfer from one system to the other, for example when new leads are generated using forms on your own website. Ultimately, an integration of the two systems makes perfect sense and we will highlight the various options in this blog post.

The standard integration

HubSpot offers a standard integration for Salesforce, which you can set up in your HubSpot account under Integrations. Once the two systems are connected to each other, the multitude of possibilities that arise can represent a certain complexity. We bring light into the darkness and explain which important features this integration includes and which challenges you might encounter.

Synchronization of contacts and leads

The essential function of the HubSpot to Salesforce Integration is that Sync contacts and leads with some associated Salesforce standard objects such as accounts, opportunities and tasks. It should be noted here that HubSpot leads and contacts not categorized into two different objects like Salesforcebut only saves contacts and gives them a status such as Lead, Marketing Qualified Lead, Sales Qualified Lead, Opportunity, etc. with the "Lifecycle Stage" field. So before you start creating data in Salesforce, you have to select in the HubSpot Integration Settings whether you want HubSpot to create leads or contacts. If you are unsure about this, we recommend setting HubSpot to create leads in Salesforce. Because lead qualification through to conversion to contact is usually carried out by the sales team directly in Salesforce.

As already mentioned, it is not always necessary to synchronize all contacts and leads from both systems. You can create an inclusion list with contact filter criteria in HubSpot, which is used in the settings to synchronize only relevant contacts and leads. For example, it makes sense to only synchronize contacts with Salesforce from a certain stage or from a certain lead score.

Field mapping

The HubSpot contact data is stored in fields, which in turn can be mapped with Salesforce fields. This field mapping can be found in HubSpot. Here you can set for each field when HubSpot should write data in the associated Salesforce field.

Due to the fact that HubSpot does not make a significant difference between leads and contacts, certain challenges arise for the Salesforce integration. What happens e.g. B. If the HubSpot field "First name" should be mapped with the corresponding Salesforce field for leads and contacts? After all, lead name and contact name are two different fields in Salesforce. No problem! The integration solves that with the API name in Salesforce. As long as this is the same, the data is synchronized with both fields. With custom fields for different Salesforce objects, you should note that the API name is the same if a HubSpot field refers to several Salesforce fields. It is also worth mentioning that HubSpot company data can also be mapped with accounts in Salesforce.

Activity synchronization

In the integration settings, you can also set by default whether HubSpot activities such as e-mail opens, sends and clicks as well as form submissions should be created in Salesforce. However, one should take into account that additional activities also more API calls and storage capacity Claim (data storage) in Salesforce. It is advisable to monitor the API calls and the data storage consumption in Salesforce on a weekly basis.

In Salesforce, the integration creates two so-called "Visualforce elements" that can be dragged onto the respective lead and contact layout. In addition, the custom object "HubSpot Intelligence" is created in which additional data for leads or contacts who have tracked activities in HubSpot is stored. This information remains in Salesforce as data records and can also be evaluated accordingly.

In the "HubSpot Intelligence" you can find HubSpot information such as the Number of visits, page views, form submissions, HubSpot Score and much more. see directly in Salesforce. In addition, a contact or lead from Salesforce can be called up directly in HubSpot via links, which in turn saves a few clicks and thus increases user-friendliness.

The second Visualforce element is called "HubSpot Nurturing" and it contains useful information about e-mail nurturing such as: B. sent and planned e-mails as well as activities related to these e-mails . This type of information gives a sales representative an improved 360 degree view of all marketing and sales activities, which is also described in more detail in our blog post on SMARKETING.

Hubspot Score

Another feature relates to the lead scoring in HubSpot, which is used for further lead qualification. The simple rule was "the higher the score, the more qualified the lead". You can define the calculation criteria yourself. Once everything is set up correctly, a HubSpot Score is calculated, which is automatically synchronized in Salesforce and displayed as a graphic element under Leads and Contacts. Of course, you can also synchronize the HubSpot Score with a corresponding Salesforce field via the field mapping and evaluate it accordingly in Salesforce

So that the HubSpot Score in Salesforce remains up to date and the principle of data validity is guaranteed, you have to make sure that the contact meets the filter criteria of the HubSpot Inclusion List. If a contact is not in the inclusion list and the HubSpot score changes, an old score remains in Salesforce. We therefore recommend that HubSpot contacts with an existing HubSpot Score, which also exist as a data record in Salesforce, always be left in the inclusion list.

API integration

If the integration requirements go beyond the standard (E-Mail Opened, Sent, Clicked and Form Submitted), there is the option of using an API (Application Programming Interface) integration to exchange additional data between the two systems. You can read about exactly how this works and what the Hubspot API has to offer here. The following use cases serve as a suggestion for the countless possibilities of this API integration.

Standard HubSpot activities in Salesforce Activity History with SMART GRID

Use case: HubSpot Page Views in Salesforce

The aim of such an API integration is to make existing or new page views with all relevant information visible in Salesforce. Since HubSpot activities are generated by default in the lead and contact activity history in Salesforce, it makes sense to use the same logic for page views here.

Once the page views are integrated, they are presented like other activities. However, you are through the API very flexible with the mapping and the content of the fields. So this is only an example and can be adapted to the respective needs.

Although page views are also visible in Salesforce through the HubSpot Intelligence, this is limited to a very few and they cannot be saved in Salesforce. It is also not possible to report on the Visualforce element, in which the page views of the standard integration are visible. For this, data must be created in Salesforce, which can be solved with the API integration in the form of Salesforce tasks. You can also save further information about the Hubspot Page Views in Salesforce fields and report on them.

Use case: Online chat history as a task in Salesforce

Thanks to the Snapengage integration with HubSpot, live chats with customers can be displayed and saved on a webpage in HubSpot. But what if you also want to save the chat history and the associated data in Salesforce? Although the HubSpot field in which the chat history is stored can be mapped with a Custom Salesforce field, other important chat information is then missing. And if the same contact has a new chat at a different time, the old chat in Salesforce would be overwritten by the mapping or the new chat would not be saved at all (depending on the field mapping settings).

The API integration can circumvent this problem by creating an activity in Salesforce for each new chat (see screenshot above), which contains all important information, as well as the chat history.

Practical tip

Here, too, you should note that additional activities in Salesforce also consume API calls and storage capacity. So don't forget to keep an eye on the Salesforce limits. This can also be automated by so-called watchdog reports, which is described in more detail in this blog post. If configured correctly, these reports will send a notification when a certain limit is reached

Summary

Regardless of whether standard or an additional API integration, the networking of HubSpot and Salesforce creates a unbeatable SMARKETING system, which supplies the sales department with important information and thus focuses the always scarce resources on the really interesting leads and contacts. This increases the efficiency in marketing and sales, leads to an improvement of the essential key figures and, which has already been proven in many projects, in combination with good inbound marketing, ultimately also more deals and customers!

resources

More partner blog posts on the subject of HubSpot integration

share This article

Vincent Schneider-Archuleta

Salesforce & Marketing Automation Consultant at the Cloud Consulting Group

Most popular articles