Every time you read about HubSpot's robust software, you're itching to get your marketing department on board. As you begin to vet the full functionality of HubSpot, it's not only important to review all the tools available, but to understand the benefits your company will gain if you integrate your customer relationship management (CRM) system with HubSpot.
Integrating your CRM with HubSpot can be done in a few ways. The HubSpot platform offers a native integration with Salesforce or you can opt for HubSpot CRM, which is free and already built into the HubSpot platform. However, if your company has a long standing relationship with NetSuite, Microsoft Dynamics, SugarCRM, etc, you have the option to have a custom integration built to meet your sales and marketing teams needs. Any way you go about it, a HubSpot and CRM integration brings benefits that enable you to elevate and enhance your marketing, sales and customer relationships. Check out an additional eight benefits below.
1. Personalizes the User Experience for Each Contact
A HubSpot and CRM integration lets you personalize the user experience for each contact, thanks to the ability to incorporate user preferences, web history and interactions into your communications. You’re able to gather more information on contacts, which you can then use to fine-tune your marketing. This information can include:
- How visitors arrived on your site
- Prime time of day your site receives visits
- Most frequently visited pages
- Most frequently downloaded content
- Time visitors spend on any given page
- Site pages assisting in conversions
Integrating this valuable information from HubSpot with your CRM gives your team a more acute understanding of how to relate to contacts in all stages of the buyer's journey. You can use this information to create customized marketing messages, including emails. Personalized emails have been shown to boost click-through rates by 14 percent, and conversion rates by 10 percent.
2. Nurtures Leads and Builds Relationships
The valuable information an integration provides allows you to nurture leads and build stronger relationships and strategies that pay off handsomely with a decrease in lost opportunities and an increase in sales. Lead nurturing can be efficient, effective and easy when your CRM and HubSpot automatically help you retain a lead’s interest until they are ready to buy.
Lead nurturing boosts the volume and revenue of sales while reducing the cost of each lead. Companies that nurture leads see 50 percent more sales at a cost that’s 33 percent less than companies that fail to nurture prospects. Nurtured leads also make purchases 47 percent more frequently than their non-nurtured counterparts.
If you’re like most companies that incorporate lead nurturing into their marketing, you can expect to see an increase in revenue of 10 percent or higher within the first six to nine months.
3. Educates Leads and Empowers Them to Make Buying Decisions
When you successfully nurture leads, you’re arming them with important information about what you do and how you can meet their needs. Leads are not only better educated on your products and services, but they become more confident in purchasing them.
Nurtured leads make bigger purchases than non-nurtured leads, all while cutting the cost per lead and increasing the productivity of your company. Lead nurturing raises sales productivity by 14 percent while reducing marketing overhead by 12 percent.
4. Automates Lead Scoring and Prioritization
A HubSpot integration with a CRM can help guide your leads through the purchasing journey, and it can also let your sales team know when leads are hot and ready to buy. HubSpot does this through lead scoring, which is a process that ranks leads based on online activities that can indicate a readiness to purchase.
These activities can include time spent on your website, engagement with your content and links clicked, with points assigned to each activity. When enough points are accumulated to deem the lead sales-ready, the lead is automatically pushed to your CRM and assigned to a member of your sales team.
5. Automates and Increases Effectiveness of Communication
Pairing your CRM with HubSpot can enhance the effectiveness of your communication by sending the right information to the right people at the right time. You already know when leads are most likely to be visiting your site, as well as the information they’ve been reviewing.
Automation can provide those leads with well-timed, relevant information that guides them further through the purchasing process. The strategy works so well, companies that use automation to nurture prospects typically see a 451 percent increase in qualified leads.
6. Shortens the Sales Cycle and Saves Time
With more decision makers getting involved in the buying process over the past five years, the typical sales cycle has increased 22 percent. A longer sales cycle can be further complicated when leads are sent to sales before they’re ready to buy.
HubSpot CRM integration can help with both issues by efficiently handling and ranking leads, sending them only to sales when they’re truly sales-ready – and nurturing them with targeted communication until they are. Your sales and marketing teams can both contribute to the efforts, rather than placing the burden unevenly on one team or the other.
7. Rejuvenates Inactive Contacts with Retargeting Campaigns
Just because a contact has been inactive for some time doesn’t mean they will never be ready to buy. A retargeting campaign may be just the solution you need to make it happen, and your HubSpot integration can launch one for you.
A notable 60 percent of customers are prone to seeking out a product after reading content about it, making retargeting a highly effective tool. Click-through rates of retargeted ads are also 10 times higher than those of an average display ad.
8. Analyzes Results with Closed Loop Reporting
For your marketing to keep working successfully, it’s vital to know what’s working to begin with. That’s where closed-loop reporting can provide valuable insights. Closed loop reporting tracks notable developments from beginning to end, letting you know what actions are bringing success and which may need a bit of tweaking.
Whether you’re aiming to integrate your existing CRM with HubSpot, or move your contacts to the HubSpot CRM, combining the two systems can significantly increase the power, effectiveness and results of your sales and marketing efforts. Want help with the integration? Contact Lynton today.