How a CRM Integration Can Boost Your Marketing

07/11/2019 3 min read Written by Kelly Groover

When it comes to a typical technology stack, most companies have a marketing automation platform like HubSpot and a customer relationship management (CRM) system. When these two systems operate separately, marketers can struggle to keep their team on the same page with sales. This can result in lower quality campaigns, poor insight into where your contacts are in their customer journey, confusion, and more.


Fortunately, it doesn’t have to be that way. A HubSpot CRM integration can erase these issues and boost your marketing efforts, leaving you with results that promote real business growth. Here’s a look at how.

Automate Certain Communication

By combining the information gathered from your HubSpot account with your external CRM, you can automate well-timed, relevant emails to your leads. Not only will your contacts receive the right information at the right time, but you’ll also save yourself time. Instead of having to send a drip campaign or follow-up email manually, you can put your efforts someplace else.

Market to All Lifecycle Stages Appropriately

The valuable information an integration can provide allows you to see where all your individual contacts are at in their buyers’ journey. That makes it easier to nurture them with the most relevant information. You don’t want to send a decision-level piece of content to someone who just filled out a TOFU form.

With an integration, your leads will be better educated at every point in the purchasing process. A bonus?

You’ll also be able to easily track a sale from lead to closed and replicate the process.

More Personalized Campaigns

A HubSpot CRM integration gathers invaluable information on your prospects, like their contact details, preferences, website activity, and interactions with all of your communication. With this information, you can create highly-targeted, personalized campaigns that speak better to each contact. For example, you could send follow-up information to someone who’s recently downloaded a piece of your gated content in an email with a personalized subject line and introduction.

Other information you can use in your campaigns:

  • Website referral traffic
  • Top-performing blogs, landing page, or website pages
  • Email open and click-through rate
  • Engagement rates on social media
  • When and how often someone visits your site
  • Most downloaded content
  • Time spent on certain pages

Visibility Into Sales Team’s Activities

Having to ask a member of your sales team questions about a lead pulls both of you away from more significant tasks. A HubSpot CRM integration lets you quickly see what your sales team is doing, including if they’re contacting your SQLs promptly. Likewise, if they’re struggling, you can see where they may need help from the marketing team, such as more sales enablement material or an updated form.

Proves Marketing ROI through Closed-Loop Reporting

Sales shouldn’t always get the glory when your company gains a new customer. An integration allows you to track the entire journey a lead takes from the minute they first visit your site through closed-loop reporting.

Closed-loop reporting highlights significant developments from beginning to end, making it easy to show which marketing activities drive the most results. It can also reveal which of your efforts need adjusting to be more impactful.

What Else?

Uniting your CRM with HubSpot can significantly increase the effectiveness and results of your marketing efforts through these benefits – and more. To find out how even more ways an integration can boost your marketing, sign up for our webinar in partnership with HubSpot: “How Integrating your External CRM with HubSpot Will Turbocharge Your Marketing.”

By: Kelly Groover

Kelly serves as the Specialist of People and Talent for Lynton. She lives in Savannah, GA with her husband, daughter, and two dogs. When she's not managing conversion rates and lead generation for the company, she's typically playing soccer or watching football.

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