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What is digitalization blog post

21th of September, 2020

Author: Vincent Onderlinden

HubSpot-Salesforce Integration Guide: A Marketing And Sales Powerhouse

Salesforce, or HubSpot? HubSpot, or Salesforce? What to do, what to do?

Well, why not both?

Salesforce has long been the most popular CRM system. HubSpot is the clear leader when it comes to marketing automation. Using both and integrating the two platforms for maximum results, isn't that uncommon. Matter of fact, it could be a match made in heaven. But if you're looking to connect Salesforce CRM with HubSpot Marketing Hub, you should be aware of a few things. And that's what this blog is for. 

Combined power of Salesforce and HubSpot

Aligning your sales teams and your marketing teams is more important than ever. Your sales teams need rich lead and customer data. Sales reps want to know about customer behaviours and interests, so they can personalize their messaging and conversations. Marketing has (or should have) access to that kind of data. On the other hand, marketing teams want to know about their marketing campaign's performance. It's key they understand how many SQLs, opportunities and deals their efforts have generated. It's the only way they can measure and improve their marketing initiatives, which in turn should result in more high-quality leads for your sales team. Obviously, this type of sales data lives in your CRM system.

And that means your CRM and your marketing automation platforms have to talk to each other. 

If you've got your eyes set on a best-of-breed tech stack, you'll probably be looking into Salesforce CRM and HubSpot marketing automation. And although HubSpot's CRM and Sales Hub are an excellent choice as well, some larger companies just need Salesforce CRM's stronger customizability and reporting capabilities. But from a marketing automation perspective, HubSpot is unrivalled. Especially in terms of usability and ease-of-use, HubSpot's Marketing Hub is lightyears ahead of competitors like Marketo, Eloqua or even Salesforce-owned Pardot. You should also know that Pardot has been acquired - and not developed - by Salesforce in 2012. In our opinion, and many others with us, the native Salesforce-HubSpot integration is actually a lot more robust than the existing Salesforce-Pardot integration.

Best ranked CRM 2020


Pre-built HubSpot-Salesforce integration

Salesforce and HubSpot have been friendly for quite some time. Most people don't know this, but Salesforce was actually one of HubSpot's early investors back in 2011. It's one of the reasons why the native HubSpot-Salesforce integration works so well. 

You might be familiar with HubSpot's App Marketplace. Just search for "Salesforce" and you'll be able to install the native Salesforce-HubSpot integration in an instant. It's bi-directional, so your data will flow back and forth between the two systems. You'll also see that there are more than 7.500 installs, so you can trust that the native integration has been tried and tested. That means it's perfect for straightforward integration requirements. 

Here's what else you should know about the native HubSpot-Salesforce integration:

  • The integration only supports Salesforce editions with API access and Salesforce Professional.
  • You can integrate multiple HubSpot accounts with one Salesforce environment.
  • By default, all of your HubSpot contacts will sync into your Salesforce CRM.

Getting the native integration to "switch on" isn't that difficult. All you need to do is follow these steps. Once you've connected HubSpot to Salesforce, you want to make sure your HubSpot properties are matched to the right Salesforce fields. This article tells you precisely what to do. 

If you're not comfortable setting up the integration by yourself, please do let us know. We'll relieve you of the technical work, and we'll just make sure the integration runs smoothly and as expected.

Custom data mapping

One of Salesforce's main benefits is it's customizability. There's simply a lot you can do in terms of custom development and coding to suit your specific CRM data needs. Typically, it's enterprise companies or complex sales organizations who require hefty custom mapping. But whereas customization can make your CRM much more powerful, you don't want to overdo it. We've seen a number of Salesforce CRM users who spent so much time and resources on constantly altering their environment, that the sales team never got to fully adopting it. Don't lose sight of what your CRM is really for: helping the sales organization generate more revenue.

Let's say the pre-built Salesforce-HubSpot integration isn't robust enough for your use case. Your data requirements are more complex, and you have a significant amount of custom data fields that need to synchronize back and forth. If that's the case, you could consider shopping around for custom data mapping services providers. Ideally, you'd want to work with a company who understands HubSpot, Salesforce and business process design.

In this article we explained how sometimes, pre-built integrations just don't match your data requirements. Especially in larger or more complex organizations, custom integrations might be the better long-term option. The same can happen if you're using Salesforce in combination with HubSpot. If that's you, please don't hesitate to reach out. As technical HubSpot partners, we'd be more than happy to see how we can help.


Marketing and sales alignment

If you're using HubSpot Marketing Hub in tandem with Salesforce CRM, you've got a potential marketing and sales powerhouse in your hands. With marketing and sales alignment being a top priority for many forward-thinking revenue leaders, you want to get this right. Well-aligned marketing and sales organizations simply perform better. Marketing generates more good leads for sales. Sales helps marketing understand where deals and revenue come from, so they can focus their resources on the things that work. And for that to happen, your CRM and marketing automation systems have to talk to each other. 

Here are a few things you can do to bring marketing and sales closer together:

  • Use customer data in Salesforce to personalize marketing campaigns in HubSpot
  • Segment and enrich your Salesforce database based on marketing activities in HubSpot
  • Send marketing emails in HubSpot on behalf of account owners in Salesforce
  • Use closed won deal data in Salesforce to measure and optimize marketing campaign performance in HubSpot
  • Synchronize a contact's website activity in HubSpot to Salesforce, to help the sales team understand a lead's interests

All in all, integrating Salesforce and HubSpot can make a big impact on your business. Of course the five benefits above are just the tip of the iceberg. It takes some experience and creativity to get the most out of your Salesforce-HubSpot powerhouse. But once you get started, your marketing and sales teams will work together much more productively. And a more productive revenue-generating organization, obviously means more revenue and more profit.

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