{"id":11755,"date":"2021-09-02T21:54:10","date_gmt":"2021-09-02T21:54:10","guid":{"rendered":"http:\/\/somametrics.com\/clone\/?page_id=11755"},"modified":"2021-10-19T17:58:39","modified_gmt":"2021-10-19T17:58:39","slug":"integrating-salesforce-and-hubspot","status":"publish","type":"page","link":"http:\/\/somametrics.com\/clone\/integrating-salesforce-and-hubspot\/","title":{"rendered":"Case Study: Integrating Salesforce & HubSpot"},"content":{"rendered":"\t\t
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case study<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Integrating Salesforce & HubSpot<\/a><\/h1>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Best Practices in Integrating Salesforce with Hubspot for more accurate lead-to-sales management<\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Increase in Demo Requests<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Overview<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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While HubSpot provides a straightforward way to integrate with HubSpot, it only provides limited options for controlling what ends up in Salesforce. While it is possible to control which lead or contact in Salesforce is updated with HubSpot activities, it is significantly more difficult to control exactly what comes into Salesforce and what to do based on the type of activity.<\/p>

For instance, form submission for content download and for demo requests have dramatically different implications for sales. However, HubSpot provides no clean way for differentiating this\u2014both types are logged as activities in Salesforce and more custom work needs to be done in Salesforce to treat the two differently.<\/p>

This case study provides how we handled this for one of our clients.<\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Key Challenge<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The client has over 60,000 contacts in HubSpot and a similar number of leads and contacts in Salesforce. Many are employees of customer accounts who wish to be notified of various non-marketing events such as product updates, legal\/regulatory updates and so forth.<\/p>

The client easily sends out tens of thousands of emails each month on various updates of one product or another\u2014in addition to marketing emails such as newsletters, new product and feature releases, and so on.<\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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As far as the sales team was concerned, these are not marketing events and whether anyone opened or downloaded anything was of no interest to them.<\/p>

In fact, they did not consider even the downloading of marketing assets such as white papers\u00a0 a key event since most of the people who downloaded an asset didn\u2019t want to be contacted by sales yet.<\/p>

As a consequence, the sales team was frustrated by the huge amount of \u201cactivities\u201d logged against a contact\u2019s or lead\u2019s record with no easy means of really finding those ready for sales engagement.<\/p>

The VP of Sales asked us to find a way for her sales team to know when a prospect wanted to be contacted so that the sale rep could reach out immediately.<\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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What We Did<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The solution came in multiple parts:<\/p>

  1. We stopped the practice of allowing prospects to download assets from links as this created many false-positives when a virus detection software automatically checks the link and this registers as a click on HubSpot (or any other marketing automation tool)

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  2. Instead, all asset downloads were to come from form fills. This not only ensured that a human was the cause for the download, but also allowed our client to progressively enrich the prospect\u2019s information, and also acted as an explicit opt-in.

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  3. We reduced the large number of forms they had (about 68) to three\u2014one for asset downloads, one for a demo request, and one for generic contact us. This standardization enabled us to ensure that: