Integrating with HubSpot Objects for a Holistic View of the Buyer Journey

HubSpot integration provides closer alignment between sales and marketing through a complete view of the buyer journey. By automatically syncing information between HubSpot and CRM objects, you can easily manage and nurture leads by understanding what information your contacts have consumed and where they fall in the sales process. Integrations also eliminate the need for manual syncs between systems, ensuring that your sales and marketing teams have the most current information right at their fingertips.

To get started, let’s look at five different HubSpot objects you can easily integrate with for a better understanding of the journey your prospects and customers take when they engage with you.

Contacts

Contacts play a crucial role in nearly every component of the HubSpot platform. They provide lead-specific data that is then used for marketing automation and lead scoring, as well as targeted content creation and campaign planning. While they aren’t always customers, they are usually converted leads.

There are several ways to add contacts—either manually, when a web visitor submits a web form, through imported spreadsheets and lists, or via API integration. The benefit of an integration is that it ensures your contacts are continuously synced between systems. Not only does this save your team from tedious manual data entry, but duplicate contacts are also universally removed. With the help of an integration, your contact list, the fundamental building block for virtually every sales and marketing activity and campaign, is always current—no matter where you capture and view your contact data.

Companies

Companies act as the “parent” of contacts and have a one-to-many relationship with them. Think of it this way: contacts within the same organization are comparable to “siblings.” Each one unique, but all stemming from the same “parent” or company. Hubspot provides visibility to each contact (or deal—more on that below) that falls under the same company.

Through an integration, companies can be automatically created through intelligent recognition of email domains (think of this as the parents’ last name). An integration can even take over a company’s database, acting as a single source of truth when contacts are added, deleted or edited.

Deals

Deals are created when there is movement or action with a prospect that has the potential to turn into a closed sale or revenue-generating opportunity. Deals track that potential revenue through the sales pipeline until the opportunity is marked as “closed won” or “closed lost.”

Deals can be associated with more than one contact, as there are often several stakeholders involved in the purchasing decision. An integration with the deals object makes it very easy to track and report on the sales pipeline and potential revenue.

With an integration in place, not only can your sales team access the most current pipeline inside of Hubspot, but also through your CRM. Easily sync opportunities into HubSpot from your CRM and then track them, along with records, e-commerce orders, events, contracts, licensing information, and any other parameter your sales team needs to access quickly.

Looking at deals through the wide-angle lens of integrated data gives your team a better understanding of where prospects currently are in the sales process so they can meet them with the right content and information to eventually close the deal.

Owners

Hubspot assigns specific CRM objects like companies, deals and contacts to members of your organization through the owners object. With an integration, you can easily sync owners between systems to see who is managing a particular opportunity or account.

Engagements (Sales Activities)

An engagement is simply a sales activity like an email, site visit, or phone call that is associated with a particular contact or deal. Through an integration with the engagements object, the sales team can log activities through an external system which syncs in HubSpot.

Why track engagements? It is important for sales leadership to know how their team is engaging with prospects and nurturing opportunities. Which activities are driving closed deals? Are their coaching opportunities for members of the team who are struggling to move deals through the pipeline? It’s also crucial for marketing teams to see how frequently and in what way the sales team engages with prospects and customers as they plan campaigns and create content for the various stages of the sales cycle.

It’s easy to see how integrations offer a competitive edge over companies who still rely on manual data entry and synchronization. If you aren’t sure how to get started, we can help. LyntonWeb has a team of integration as a service experts to build, implement, and support the right HubSpot integrations for your unique business goals. Schedule a consultation and find out how easy it is to put data to work for you.