This page is meant to layout basic integrations between HubSpot and other systems, including CRMs and e-commerce systems. As you probably already know, HubSpot is an inbound marketing system that allows marketers to drive more traffic to their website, convert that traffic into leads and then use marketing automation tools to email and nurture those leads in order to convert them into customers.
HubSpot CRM Integration
A typical HubSpot’s CRM integration, at a high level, provides two major features of value to note:
- CRM integration enables a sales group to access and utilize HubSpot’s lead intelligence data on converted, workable leads within their CRM environment, without having to login to the HubSpot system. The transferring of leads from HubSpot (the marketing system) to the CRM is automated, including this lead intelligence.
- Marketing professionals can then analyze the effectiveness of their campaigns by using HubSpot to determine which marketing sources and methods are most effective at generating not only leads, but customers as well. This customer syncing between the CRM and HubSpot is known as ‘closed loop’ marketing analytics.
Typical Workflow and Technical Process
The graphic on the right depicts the basic workflow for the HubSpot CRM integration. The details for this integration are laid out in the bullet points below:
- Leads convert by either filling out forms on your website, or by importing leads into the HubSpot system. These forms can be either HubSpot landing pages, exported forms or your own forms where the lead data is passed into HubSpot via our API.
- Once leads are processed in HubSpot, the leads are then transferred over to your CRM system with the lead intelligence that Hubspot provides.
- The integration will de-duplicate leads that are already in your CRM system by the lead’s unique HubSpot ID and then by email address to create a comprehensive de-duplication system.
- Leads will then be routed to the appropriate sales reps on your team based on your lead assignment rules in your CRM system.
- When your sales team closes a deal and the opportunity record associated with the original lead record in HubSpot goes to a ‘Closed Won’ state, the integration will then pass that record back to Hubspot, where it will be represented in HubSpot’s analytics as a customer, thus ‘closing the loop’ on that initial lead record.
- Marketing professionals will then have the ability to analyze which Sources, campaigns, keywords, etc... are the best at driving traffic, leads and also customers in an automated fashion while giving the company’s sales reps access to valuable lead intelligence.
HubSpot’s lead intelligence that will be transferred from the HubSpot system to the lead and contact records on your CRM system can include the following fields:
- All Standard Fields - First and last name, email, phone numbers, address data, company name, industry, etc...
- Found Website Via [fullFoundSiteViaString] - Source by which the lead initially found the website (e.g. Organic Search).
- First Visit Date [firstVisitSetAt]
- First Conversion Event & Date - Date of the first form conversion and name of the form.
- Last Conversion Date & Event - Date of the last form conversion and name of the form.
- Lead Grade [score] - Proprietary score that HubSpot assigns to each lead.
- Link to Lead’s Twitter Account [twitterHandle] - If available from HubSpot form submission.
- Link to Lead Data on HubSpot [publicLeadLink] - This is a public link that includes all social media intelligence and Form data submitted.
- Number of Conversion Events - Number of times the lead has converted.
- Number of Pages Viewed [analyticsSettings -> pageViewCount] - Total number of pages viewed by the lead.
- Number of Website Visits [analyticsSettings -> visitCount] - Total number of website visits the lead has made.
The closed loop analytics will be automated in terms of getting the closed opportunities from your CRM system back into your HubSpot and represented as customers in your HubSpot Sources analytics. This image below should encapsulate what you’ll see in terms of the closed loop data in your HubSpot portal.