Does your sales team use a CRM system to track valuable contact information? What about your marketing department: Do they utilize HubSpot for gathering essential data for inbound marketing campaigns?
If you use two different systems, integrating them should be at the top of your to-do list. Why? Combining your HubSpot and CRM platforms can help your company’s ROI skyrocket like never before by saving time and increasing productivity. But you may be curious exactly how that's possible. Here are six elements a HubSpot CRM integration can specifically help with.
Lead Qualification and Assignment
Most users who convert on your website aren't ready to talk to sales. With HubSpot's tools, you can build trust through content, email nurturing, and follow-up offers. Then when your lead becomes qualified, you can hand them off to sales. With a HubSpot integration, this process can be easier than ever before.
Sending qualified leads to CRM
Qualifying your leads in HubSpot is simple and usually done through HubSpot lead scoring or HubSpot smart lists that define criteria that make up a qualified lead. Some companies may choose to create a new lead every time someone converts on their site, while others have other requirements. No matter what your process is, we can tailor it for you. Then, when a new lead enters your list, the integration will immediately sync it to your CRM.
Handing-Off to Sales
Most businesses have a set of rules for assigning leads to their sales team. Whether it's geography, company size, product interest, or round-robin, assignments need to be accurate. When integrating HubSpot with your CRM, you have a few options for how leads get assigned:
- Assign new leads to a single user. Let your CRM take over with workflows handling assignment logic.
- Use HubSpot to assign leads. You can assign a lead owner from a hidden field in a form or a HubSpot workflow.
- Let the integration assign leads. This can be useful with more complicated assignment rules. For example, if you have a large sales team with international territories.
Committing to a sales process provides accountability and helps your team sell more effectively. Creating tasks in your CRM is one way you can drive responsibility by ensuring your team is following your procedures. Your integration can help create activities or tasks based on defined rules in your sales process.
For example, you may trigger a call when your prospect:
- Re-converts on another landing page
- Re-visits the site
- Visits an important page on your site (i.e., pricing)
- Clicks on a sales email
Conversion Analytics
A customers' journey is just as important, if not more so than their actual buying process. Your overall marketing nurturing efforts impact customer retention and happiness, and understanding what it took to achieve both is crucial.
In a complex sale, there is often more than one person researching your company and involved in the buying process. It's important that all related contacts, and the interactions they had with your organization, get converted in HubSpot as customers. This ensures customers receive the right touches and marketing messages over time. Because it's cheaper to keep a current customer than onboard a new one, this information is invaluable.
Personalized Experiences
For both prospects and customers, a personalized experience is more compelling. A HubSpot CRM integration increases opportunities for contextual marketing because you have access to important contact information as well as relevant marketing activity data.
Therefore, you can create unique campaigns across different mediums for every contact in your database. These tailored experiences engage your audience better and can encourage them to make buying decisions quicker and more confidently.
Stalled or Lost Deals
When your HubSpot CRM integration syncs all relevant data around your opportunities, you can reinvigorate previously cold contacts by building HubSpot Smart Lists. These help nurture lost or stalled deals that fit your specific criteria. You can then customize nurturing emails to send from the assigned sales representative, adding a special personal touch.
This automation helps your sales reps touch a larger number of prospects without exhausting manual effort on the so-called "bottom of the barrel." It will pay off over time, and it will plug the holes in your funnel where people are prematurely falling out.
Customer Marketing
A HubSpot CRM integration can deliver massive ROI around customer retention and customer happiness. Is your integration syncing customer data like product/service type, last purchase date, contract type, and more? If so, you can create great customer campaigns such as:
- Invitations to exclusive webinars or in-person events
- Contract renewals
- Upselling or cross-selling opportunities
- Regularly scheduled feedback surveys
- Encouragements to connect on social media
- Referral campaigns
- Personalized website and email content
Go with the Best
To maximize the ROI of your HubSpot CRM integration, you want to go with the right partner. We've been integrating HubSpot with CRM systems for over a decade, and with hundreds of successful implementations under our belt, we've seen and done it all. See how we can help integrate your HubSpot platform with your chosen CRM system today. Reach out here.
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