A quick tour of the Salesforce integration

Last updated: December 22, 2016

Available For:

Marketing: Pro, Enterprise
Sales: Professional

As a marketer, your business is your people. Each person you establish a relationship with, whether they’re a new lead or an existing customer, lives within the HubSpot Contacts tool, where you can keep track of their activity and how they’ve been interacting with your business. The HubSpot Contacts tool is the heart of your marketing world and with the HubSpot Salesforce integration, your contacts can stay in sync with your sales team’s Salesforce database.  

The integration between HubSpot and Salesforce is a bridge between your marketing database and your sales database, allowing activity and information to move seamlessly between the two. With the HubSpot Salesforce integration your sales team will consistently have the most up-to-date leads from your marketing team and your marketing team will know the latest information on those opportunities. With the HubSpot Salesforce integration setup and running between the two systems, you will have a harmonious system of your leads and contacts.

With these two databases in sync with one another, as a marketer you can utilize important details from Salesforce leads and contacts to personalize and hone your marketing efforts. In turn, the connection between HubSpot and Salesforce will give your sales team the ability to leverage the HubSpot intelligence data obtained from your marketing efforts so they can prioritize and personalize their follow ups with new leads.

What are the features of the HubSpot integration with Salesforce?

Below is a brief description of the features of Salesforce connector. These features will be described in depth, later in this guide.

Auto-Add Records

With HubSpot’s Salesforce integration, any new lead that fills out a form and comes into your HubSpot Contacts database will then be added to your Salesforce database. You also have the ability to decide whether or not you want a new contact or lead to be added into HubSpot when it is first created or updated and eligible to sync in Salesforce. This way you can keep your two contact databases constantly in sync with one another. This is all done by HubSpot’s deduplication method - HubSpot looks at the email address of a record in HubSpot or Salesforce to know whether or not it should be matched to another record or created new. You can read more about HubSpot’s deduplication and how it works here.

Closed-Loop Reporting

Your lead that comes into HubSpot via your marketing efforts goes through many stages before his or her final stage as customer, if all goes according to plan. These stages generally go as follows: visitor arrives on your site, visitor browses your website, this visitor becomes a lead (by converting on a form), then this lead becomes a customer. With the HubSpot-Salesforce integration, these stages can be passed between the two products.

This means when you’re finally ready to hit Convert button in Salesforce, Salesforce creates an Opportunity for that lead to attach to, and HubSpot will know this is an Opportunity. And when that Opportunity is “Closed - Won”, HubSpot will know that lead has become a customer.

This closed-loop reporting will be able to pass all lifecycle stages between HubSpot and Salesforce on your lead, and in turn, show you what aspect of your marketing efforts originally drew them to your site to convert and eventually become your customer.

Contact Overview in Salesforce

The contact profile information displayed in HubSpot can also be viewed within their Salesforce record, also including information on their first visit to your site, when they became a lead, and even when they received an email from you. A vital part of the Salesforce integration is being able to see the HubSpot Intelligence window on your record in Salesforce (as shown below), which includes recent activity from the lead, form submissions, HubSpot Score, and even a button that quickly allows your sales team to view that lead in HubSpot.

Control what displays on the contact record

You have the ability control a lot of what you see in your HubSpot and Salesforce contact profiles. You can even tell HubSpot to create Salesforce activities when a contact submits on a form, opens one of your Marketing or Sales emails, or if your Sales Rep adds a note to that contact in the HubSpot CRM.

Account Sync

Not only does the HubSpot Salesforce integration allow your contacts and leads to sync seamlessly, but it also allows you to see any associated accounts with that person. This will allow you to know even more about that lead in HubSpot and give you more information for personalizing your HubSpot content.

Customize email from your Sales team

You can create emails within HubSpot that utilize personalization tokens to make your emails to your leads as relevant as possible. For example, your Lead Owner syncs between HubSpot and Salesforce, so you could use personalization tokens in your email that display that lead’s Lead Owner in the signature of the email. Take a look at what you can do with personalization tokens here.

Custom Lead Scoring

Your marketing team and your sales team can work together to score your leads by adding or subtracting points based off of certain activities. This way your sales team can quickly identify a more qualified lead and your marketing team can see which lead may need some more nurturing down the marketing funnel.

Limiting Sync to only qualified leads

Not every lead that comes in from your website or some other means via your marketing efforts will be the most qualified lead - filling out a top-of-the-funnel offer form perhaps make them less qualified for sales to reach out to than a lead that filled out a bottom-of-the-funnel form asking for a price quote.

HubSpot allows you to create a list of leads that meet only certain criteria, and from there you can limit the communication between HubSpot and Salesforce to only include contacts that meet the requirement of that list. Learn how to setup your Salesforce inclusion list here.

Create a Salesforce record as lead or contact

Each marketing team operates a little differently, and we know this is the same for sales teams. Part of HubSpot’s integration with Salesforce lets you decide whether or not you want your new leads in HubSpot to be created as new Salesforce leads or new Salesforce contacts.

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