Marketing automation platforms such as HubSpot, and customer relationship management systems (CRM) are critical components of a company’s technology stack. No longer a luxury – they are a necessity.
Because HubSpot and CRM (sales platform) are used daily for most companies, integrating the two can significantly benefit your team. Below are five ways sophisticated marketers are utilizing their HubSpot integration.
When you integrate HubSpot with your CRM it improves lead quality by defining which leads are most valuable. In HubSpot, you can see when a contact visits a webpage, opens an email, fills out a form, or clicks a link. Your marketing team can follow their activity, evaluate it, and grade it through a process called lead scoring. Then, marketing can set up a process to automatically divide leads into bottom, middle, and top of the funnel.
Your marketing qualified leads (MQLs) are also instantly created in your CRM. Your sales team can then see a lead’s activity, as all the information from their HubSpot contact profile passes into your CRM.
2. Proves ROI of Marketing Campaigns
A HubSpot integration can help determine which marketing activities drive results. Integrating HubSpot and CRM lets teams track the entire journey a contact takes from the moment they first visit your website. HubSpot allows businesses to audit even the most finite details.
For example, your team has visibility into what worked well and what didn’t have the most impact. You can create reports based on campaigns and view the overall revenue generated.
With CRM being integrated with HubSpot, you can report on campaign leads becoming opportunities, which hopefully then became customers.
The data sales and marketing teams gather on their customers is invaluable. The more information they have, the more they can send targeted campaigns, and the easier it is for sales to continue nurturing customers. Nurtured leads make purchases 47% more often than non-nurtured leads.
HubSpot’s tools gather a variety of information to help you be more strategic in your nurturing efforts. Examples of information collected include:
What pages of your website your visitors went to
How your online visitors reached your website
Which pages contacts visit most frequently
How long a visitor spends on each page
The times and days a visitor is on your website
Brand mentions and other engagements on social media
4. Re-Engagement with Cold Contacts
No one likes when a lead goes cold. Syncing CRM data back to HubSpot allows the marketing team to identify when a record has been disqualified, marked inactive, or even when a record is associated with a lost opportunity. You can then use HubSpot’s tools to re-engage with these records, and once again, warm up the contacts to re-qualify them for sales.
5. Better Campaigns for Active Leads and Opportunities
With a HubSpot and CRM integration, you can create better campaigns for your leads and opportunities. With the data collected through both systems, campaigns can be personalized for each contact. For example, an email can come from a specific sales executive and include your contact’s name.
You can automate your workflows, like responding to inbound forms, so your team reaches more leads. Better campaigns mean your leads receive the right information at the right time, accelerating the sales cycle.
These are just a few examples of how integrating CRM and HubSpot can impact your company. If you need more information on HubSpot’s offerings or how to go about beginning the process, schedule a consultation with LyntonWeb today.
By: Corie Stark
After spending many years as a sports journalist, Corie switched to marketing in 2013. Her love of writing, talking to people, and keeping up with the industry enables her to use her skills for anything from social media to long-form blogging. Outside of work, she enjoys hiking with her dogs and making her cats chase the ever elusive red dot.