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HubSpot + Salesforce Integration: Full Guide

HubSpot + Salesforce Integration_ Full Guide

Marketing and sales technologies are constantly changing and adapting, and investments in both are only growing. But the results are not long in coming - 77% of clients that use marketing automation note an increase in conversions, and 80% note an increase in the number of leads.

Companies can use a suite from a single vendor or various integrated solutions when looking for the best fit. Statistically, 48% of marketing experts prefer multiple solutions, and 21% use a single vendor package.

Two of the most popular marketing and sales technology providers in the market are HubSpot and Salesforce. They stand out among CRM platforms and marketing software, as they are convenient, multifunctional, flexible, and can meet various needs of business users - from marketing to sales. And in the stack of marketing technologies, HubSpot and Salesforce do not even have to compete because they work wonderfully in tandem. Let's start by presenting both tools.

HubSpot

Table of Contents

HubSpot is a full marketing platform that proffers SEO, lead management, content marketing, landing page analytics, marketing automation, and much more. It also makes inbound marketing campaigns more efficient. With top-notch HubSpot marketing tools, you will collect key data metrics and track them closely to capitalize on performance gaps.

HubSpot + Salesforce

Salesforce

Salesforce is the top cloud-based sales platform with a wide range of applications and rich CRM features. It assists you in managing customer data, analyzing customer preferences, storing customer data, and it makes it easier to access the information you need all in one view.

With Salesforce CRM and its automation tools, you will increase sales and productivity, improve internal communication, and track marketing efforts and results in real time.

Why Is HubSpot Salesforce Integration Interesting?

HubSpot and Salesforce help you grow and manage leads from the first touchpoint to sales. By joining the forces of HubSpot and Salesforce, your business will profit from improved business management by narrowing the gap between marketing and sales. Plus, with a successful integration, you'll be able to track leads more effectively, from simple inquiries to fixing sales.

Some companies prefer to combine the features of the two platforms depending on what they need from each. For example, you can build your website using the HubSpot content management and marketing features, and connect Salesforce to deal with management and sales. Through integration you provide your sales team with valuable data to help them prioritize their work, save time, build more meaningful relationships, and close more deals. But how does HubSpot integrate with Salesforce?

Integration Benefits

The Salesforce-HubSpot integration is bi-directional, so any note made on one platform will be visible on the other platform. Every submission form, marketing campaign note, email opening,  and even a call-to-action click can help the sales team close a sale faster and increase revenue.

By intelligently integrating these two solutions, your business will have versatile marketing and sales software with many useful features that will make it easier for your team to interact.

Marketing And Sales Closed-loop

Integration automatically syncs most of the data from both platforms so that your marketing experts and salespeople have access to all the information about your customers and prospects, no matter what platform they use. This closes the marketing and sales cycle and helps improve personalization and segmentation capabilities, while improving the accuracy of data analysis. It will even base KPIs on more complete and accurate data.

Improving Sales

When you sync records from HubSpot with Salesforce, you can set up the automatic sending of important lead information to your team, such as web activity, opening emails, submitting forms, and segmenting leads based on their readiness to purchase. Scoring lead data helps your sellers determine hot leads that are ready to interact, instead of wasting time with “cold” customers who are not moving through the sales funnel. This can help noticeably shorten sales cycles.

Nurturing Leads

The HubSpot platform offers tools for organizing, tracking, creating, and nurturing leads. By gaining insight into leads and communicating that information to Salesforce, the sales team more accurately direct their marketing efforts. Integrating customer data will cause more complete customer profiles collected on both platforms. You will be able to automatically assign contacts from HubSpot to specific Salesforce campaigns based on specific activity and engagement. Assigning tasks in Salesforce based on specific actions will be a breeze with the workflow tool available in HubSpot. For example, if a prospect visits a product page four times a week, it might automatically assign them an additional task.

Synchronizing The Pipeline

Upon integration, you can sync your pipeline in HubSpot with the pipeline in Salesforce. Then your sales team can track how the marketing team is engaging your leads, while marketing can see what happens to the leads after referring them to the sales team. This allows your marketing team to make data-driven improvements based on how well your salespeople are converting leads to customers.

Tips Before Starting Hubspot and Salesforce Integration

It's important to know how HubSpot and Salesforce interact and develop step-by-step roadmaps. Besides the technical configuration required for proper integration, you need to determine how each recording system will be used for your company's marketing and sales strategies, what information needs to be synchronized so that it can be used across platforms, and whether contact records should be created in both systems (this is important, as HubSpot bases its pricing model on the number of contact records).

Update your object dictionary

There are three primary objects in Salesforce:

  1. Leads/Contacts
  2. Accounts
  3. Opportunities

In HubSpot they're called:

  1. Contacts
  2. Companies
  3. Transactions

Shared data Salesforce - HubSpot

With an eye on these differences, you need to understand how these objects match before you integrate. As you can see, each HubSpot object corresponds to a Salesforce object with a unique name. The Company object in HubSpot is the same as the Account object in Salesforce. You cannot connect your Salesforce account credentials to your HubSpot contact information.

Decide on the Type of HubSpot Salesforce Integration

There are two of them:

Native HubSpot Integration

The most requested integration by far is the native integration from HubSpot. It's easy to set up, free, and supported by HubSpot's support team (assuming you have a paid Salesforce account and a HubSpot Professional Marketing Hub subscription). The HubSpot Import Wizard can import information directly from Salesforce into HubSpot. This tool lets you automate the import data you have in Salesforce or select records from Salesforce to turn on in HubSpot.

Native integration syncs HubSpot core objects with Salesforce core objects. This means that:

  • Salesforce leads/contacts synchronized with HubSpot Contacts
  • Salesforce Capabilities synchronized with HubSpot deals
  • Salesforce Accounts synchronized with HubSpot Companies

However, this native integration cannot sync any additional objects other than those mentioned above. This is critical for businesses using Salesforce customization. If you've made “custom objects” in Salesforce, you won't be able to sync them this way. Here, it makes sense to consider individual integration.

Custom integrations

Custom integrations that are created by companies or individuals are not a part of or supported by HubSpot or Salesforce. These custom integrations are expensive and more difficult to customize because of their nature.

However, they offer a lot of flexibility and customization flexibility. For example, most custom integrations can easily sync custom objects in Salesforce.

Design your integration before configuring it

HubSpot provides detailed steps to set up an embedded integration, but it does not provide detailed guidance on how to plan and design your integration to achieve the required results. Because of this, most of the problems are discovered during the initial planning, and not during the integration setup itself. To avoid this trap, you must take the time to put together an integration architecture. Before creating a plan, answer the following key questions:

How and when should you sync objects between HubSpot and Salesforce?

There are several options:

  1. One-way synchronization: HubSpot will send all contacts to Salesforce, but Salesforce will not send.
  2. One-way sync plus includes a list: HubSpot will only send qualified contacts in SFDC.
  3. Bi-directional: sync all contacts between HubSpot and SFDC
  4. Bi-directional plus selective sync: HubSpot and Salesforce will only synchronize certain contacts.

Should HubSpot send contacts to Salesforce as leads or contacts?

You can decide how HubSpot contacts will transfer over to Salesforce. HubSpot contacts sync with Salesforce as leads.

Creating a simple plan based on these key questions will help set up the right integration. This outline makes it easy to explain the integration to your service, marketing, and sales teams.

Integration plan

What objects may be synced between HubSpot and Salesforce?

These are contacts, companies, and deals.

Are you getting enough API calls?

The integration HubSpot Salesforce can only make a few API calls per day. A single contact can make up to four API calls per entry, and this number is variable. Before syncing between HubSpot and Salesforce, check how many API calls are accessible. You can calculate them like this: multiply the number of imported contacts by the number of related properties/fields; that is how many API calls are likely needed for the import. If you go beyond your API calls limit, the import will be paused and resume the next day after the limit is updated. Your API call limit can range from 1,000 and more (dependent on the type of subscription and the number of licenses).

Property Mapping

When you create property mappings during the integration setup process, you control when and how these mappings are updated in HubSpot and Salesforce. There are four options:

  1. HubSpot data will not sync with Salesforce, but Salesforce data will overwrite anything in HubSpot.
  2. The most recent value will always be used, regardless of platform.
  3. Data from HubSpot will only sync if the value in Salesforce is empty, otherwise, Salesforce will overwrite the HubSpot values.
  4. Data will not be transferred between platforms and changes will need to be made manually.

HubSpot Salesforce Integration Specifications

To use the Integration Connector feature, you need certain permissions, access, and a fair amount of knowledge and experience.

For Salesforce:

  • Admin access
  • HubSpot Integration Authorization
  • Salesforce Professional Account
  • Field "Visible" for task types
  • Permission to change metadata

For HubSpot:

  • Admin access
  • Professional or Enterprise account in Sales, Service, Marketing Hub.

Salesforce HubSpot Integration Guide

The latest enhancements made by both platforms, the current Connector Package v3.0, and the HubSpot Salesforce integration guide made this task a lot easier. So, how to integrate HubSpot with Salesforce?

Salesforce HubSpot Integration

  1. In your HubSpot account, hover your mouse over the upper right corner of the screen and enter your account name. In the drop-down menu select Integrations.
  2. On the integration screen, press the Connect App button. Then enter Salesforce in the search bar. Hover over Salesforce Integration and press View Integration.
  3. Check Yes, if you want to connect to the sandbox with the Connector Wizard. This opens if a HubSpot connection to Salesforce is required.
  4. Press Sign In for Salesforce. Enter your account details in the pop-up window and press Login. After that, you will be redirected to the Connector Wizard. After that, click on the middle button (for all users) and then press Install. In the dialog box, check Yes, share these third-party websites, and then press Continue. Installing the HubSpot integration pack will take a few minutes.
  5. Note: After the installation is complete, click Finish and you will receive an email from Salesforce. Wait for the message “HubSpot integration pack successfully installed”. Turn on to Connector Wizard and press Next. Further, add the HubSpot Visualforce module to Salesforce. It shows the likelihood of closing a contact, logs contacts in HubSpot workflows, and allows you to monitor and filter the activities of contacts.
  6. Choose Add HubSpot to Salesforce. Once done, press Next. The next stage is choosing how your data will sync. The display shows two options: Recommended and Advanced.
  7. If you selected Advanced setup, press the View Settings button. To change any settings for this type of data synchronization, click Change. When you're done, press Finish Setup and start syncing. If you chose the recommended setting, click Finish Setting and Start Syncing.

HubSpot Salesforce Integration Settings

After installing the HubSpot-Salesforce integration, you can manage a lot of integration settings such as API call usage, include list, and object sync.

  1. In the "Manage" section on the Marketplace icon of your HubSpot account, select "Connected Applications".
  2. Check Salesforce.

HubSpot Salesforce Integration Settings

Using an API call

On the Health Sync tab is displayed the number of API calls used by the integration in the last 24 hours. You can configure the number of SDFS API calls allocated to HubSpot by entering a numeral and pressing Save in the Dedicated to HubSpot section.

The API call limit for HubSpot should be set based on your Salesforce API call limit and your current use of Salesforce API calls.

Synchronization settings

View an integration user connected to Salesforce.

If a user cannot access or update a record in Salesforce, HubSpot will fail too. Click the Actions drop-down menu to:

  • Connect with another user.
  • Connect to a new sandbox.

Building leads/contacts

With this option, you can choose whether to create new contacts in HubSpot as leads or Salesforce contacts. For existing contacts, HubSpot will simply update their contact record with additional details.

Building contacts

HubSpot> Salesforce

This option lets you select or create an include list to restrict contacts that are synchronized from HubSpot to Salesforce. Contacts that are not on your include list will not be synchronized.

Salesforce> HubSpot

Contacts with a valid email address will sync to HubSpot.

Updating the list of leads and contacts

This option lets you choose when potential Salesforce leads should be turned into HubSpot contacts. Go to the menu to choose what happens when you create or update a Salesforce lead:

  1. New or existing Salesforce leads/contacts, when updated, will not automatically create HubSpot contacts.
  2. New Salesforce leads/contacts created using a unique and valid email address will be created/updated as HubSpot contacts.

Configuring contact sync options

This only needs to be done if you select the Advanced Setup option.

  1. Press Next and check All Contacts in the drop-down menu if you want to sync all contacts with Salesforce. Or go through the HubSpot list to sync only your favorite contacts to Salesforce. Press Next.
  2. Adjust the sync settings for your activity's tasks.
  3. Turn on the Salesforce task sync switch to create a task in HubSpot and Salesforce automatically.
  4. In table timeline sync, select the sync check box next to Hubspot events to sync to Salesforce as tasks. Open the Salesforce Issue Types drop-down menu to select the type of issue that will be created in Salesforce. Press Next.

Configuring synchronization options for objects and properties

  1. Press the Companies, Contacts, or Deals tab to configure the synchronization type for the default properties of this object. You may need to toggle the Enable Company/Deal Synchronization check box before you can create field mappings.
  2. The table that appears displays the standard HubSpot object properties and their equivalents in Salesforce fields. Press Next.

Lifecycle Stage Setup

This option lets you choose whether actions performed on the linked Salesforce record affect the lifecycle stage of a similar HubSpot contact.

If you choose Update Stage, the Salesforce contact associated with the open opportunity will update the lifecycle stage of the corresponding HubSpot contact to Opportunity. If the opportunity is closed, then the stage of the life cycle will change from "Opportunity" to "Client".

Important! If a HubSpot contact is already at a specific stage in the customer lifecycle, it cannot be returned to an opportunity. The lifecycle phase of a HubSpot contact will not affect the corresponding Salesforce records. For example, transferring the lifecycle of a HubSpot contact to a customer will not translate the corresponding Salesforce leads into a contact. If the company lifecycle sync option is enabled, it will also be updated for any other HubSpot contacts associated with the same company.

That's all. As you see, you can easily integrate Salesforce with HubSpot and synchronize interactions between your sales and marketing teams.

HubSpot Salesforce Integration Issues

To understand how complex the integration of HubSpot and Salesforce can be, you need to first understand the challenges you are likely to face.

Field type mismatch and drop-down values ​​between HubSpot and Salesforce

One of the main causes of synchronization errors when integrating HubSpot and Salesforce is mismatched field types and drop-down field values ​​between Hubspot and Salesforce. This happens if different people create fields in each system, or when new drop-down values ​​are added to one system but not another. The most common mismatch fields are the lead source, industry, or country. Depending on the field settings, it will not transfer data between systems if the values do not match exactly.

Campaigns created in HubSpot, but not in Salesforce

A HubSpot campaign is a set of assets and reports that show which contacts are associated with which campaigns. Salesforce presents campaigns as contact lists. Reports show who is associated with an asset and can promote campaigns or create segments in the data. To understand which marketing campaigns and actions in HubSpot are affecting opportunities/income in Salesforce, you need to have a Salesforce campaign to which HubSpot campaigns/actions can be linked. Sales campaigns are not automatically added - they must manually be added ahead of time.

Incorrect lead-status tracking between HubSpot and Salesforce

The marketer needs to know if the offer was tracked by someone in the sales department and whether the offer was qualified. To do this, you need to have a well-defined set of lead status values ​​that is understandable to both the marketing department and salespeople. The subtle nuance of integrating HubSpot and Salesforce is that, by default, the Lead Status field from Salesforce is associated with the Status custom property in HubSpot that is created through the integration rather than the default HubSpot Lead Status property. If you are using this for automation and reporting, make sure you use the Status field in HubSpot. You can also create automation to update the values ​​in the standard HubSpot Lead Status field, as well as to ensure consistency.

Disregarding data from Salesforce to HubSpot for proper communication and segmentation leads, customers, and suppliers

Many enterprises forget to use data within Salesforce to further segment their audience and send timely messages from HubSpot. For example, there is no need to send emails from HubSpot to contacts who have advanced in the sales process and are actively interacting with the seller. You need to send content from the bottom of the funnel to people who stopped responding during the sale process to re-engage them. After integrating HubSpot with Salesforce, you can sync opportunity data and accounts, and use that data to send appropriate messages to selected audiences.

Not Building Buckets for Lead Source

One more common bug we see in integrating HubSpot and Salesforce is enterprises that do not create high-level values ​​to track the sources of potential customers. Companies often accumulate many detailed sources of potential customers. There should be no more than 10 sources to keep reporting manageable. Certain assets or programs can be tracked using additional fields or campaigns, but they should not be included in the lead source list. Also, the lead source values ​​must match between HubSpot and Salesforce.

Not All Data can be Integrated

With technical integration, there are restrictions on the exchange of data. For example, HubSpot activity level data (the data points you see in the timeline of a contact record) cannot be fully integrated into Salesforce. Instead, they appear in a special window that cannot be controlled. Likewise, Salesforce task information can only be partially accessed and processed on the HubSpot site.

Before starting the integration, make sure you clearly understand which data is most important to you and check if it can be exchanged between these tools Then consider how to include two-way or one-way synchronization. Sometimes what's most important is not part of the standard integration.

Data Integrity Issues

After combining the two systems, there is a risk of duplicate records.

HubSpot keeps track of matching emails, so no new contact will be created if the email is previously entered in the CRM. In Salesforce, set rules and use add-ins to prevent duplicate records from being added.

This is why it’s so important to clear data in Salesforce before uploading it to HubSpot. Delete contacts that have been rejected, old contacts that you have never interacted with, and duplicate or unwanted contacts. The GDPR settings in HubSpot must be enabled so that you don't add contacts to HubSpot that have not given you permission to access or share data. This will help you avoid the legal issues you may face for not complying with GDPR laws.

Integration Cannot Move Lists Between Platforms

Segmentation is crucial to effective lead generation, and using lists is an important part of this process. HubSpot creates lists to segment leads according to well-defined criteria, while Salesforce creates lists with reports. However, when you integrate posts, you can't receive lists from one platform and automatically create them on another.

Therefore, for the same lists to be available to HubSpot and Salesforce users, they will need to be created independently using the same basic criteria.

Limit Synchronization of Contacts

Sometimes you only need contacts that have reached the MQL level or higher to synchronize with Salesforce. In this case, you can limit syncing of contacts to Salesforce using the HubSpot Active Lists tool. HubSpot calls this the “include list”. Any contact not on this list will not sync to Salesforce. Before synchronizing, make sure that list is active and its rules are defined.

Alternatively, if you create more contacts or update fields with enough space to exceed the daily API call limit, contacts will not sync through platforms until the limit is reset.

Conclusion

The marketing tactics of most corporate companies have long gone beyond legacy methods like cold calling, as the time has come for smart inbound marketing. And in this field, the HubSpot and Salesforce tandem will provide a higher ROI for your business and improve the effectiveness of your marketing efforts. If you take the above tips into account, you will be better equipped to set up the HubSpot and Salesforce integration.

But if you don’t think you can carry out the integration correctly, please contact us immediately. By using our HubSpot Salesforce integration best practices and experience, you will not only get clean data without duplicates or other errors but you will significantly improve the consistency of both decisions, leading to a more effective marketing and sales strategy. We can help you deal with all the bottlenecks and complete all the technical elements required to competently integrate your HubSpot and Salesforce tools.

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Written by

Arthur Koryaka

Starting from 2007, Arthur managed to successfully help automotive, insurance and healthcare industries to adopt a CRM system. As an experienced consultant, Artur proved his practical knowledge by passing certifications for the different Salesforce roles. Over the years, Arthur is developing his expertise in the financial industry and helps clients migrate to Finance Sevices Cloud.

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