Sales and marketing weren't meant to be apart. Each team fuels the other. Unfortunately, sales and marketing software grew up separately. Integrating your marketing platform and CRM however brings marketing and sales back into harmony and gives you powerful insight into what works to grow your business. HubSpot integrates with a number of CRM systems so both marketing and sales teams can get 360 degree view of their prospects, leads and customers.
Before we get into the CRM systems you can use with HubSpot, let's talk about a few of the benefits of connecting your HubSpot account to a CRM.
No Manual Effort
When your CRM is integrated with HubSpot, all your leads generated in HubSpot are automatically added to your CRM. You no longer have to perform manual imports of lead data into your CRM. The integration saves a huge amount of time.
In addition, you can setup automated lead assignment & scoring rules that will help you in assigning the right lead to the right sales rep. For example, all ecommerce leads must be assigned to the ecommerce sales team or all non-profit leads are routed to the reps with expertise in that area.
Every interaction that your leads have with your website is stored inside HubSpot's Contacts App. When you integrate your CRM with HubSpot, all that information is available to your sales reps inside of the CRM. When talking with leads over the phone or communicating with them over email, your sales reps can use this detailed knowledge to really understand your leads' business which in turn creates a buying experience that your customers will love.
Contacts properties such as First & Last Conversion, Source of the Visit, Lead Score, Social Media information, Company Information that are all available in HubSpot can be passed over to your CRM in a seamless way. Further, when your sales team closes a deal then that lead status is converted to Customer. This information is passed back into HubSpot and the Contact record is then updated.
Closed Loop Reporting
One of the greatest benefits of integrating your CRM with HubSpot is the ability to have closed-loop reporting. “Closing the loop” just means that sales teams report to Marketing about what happened to the leads that they received, which helps Marketing understand their best and worst lead sources.
When a Customer information is fed back into HubSpot from your CRM, your Marketing team now knows not only the visit-to-contact conversion rates but also the visit-to-customer rates. The insights gained from this data helps marketing understand which lead sources are driving the most customers and which marketing channels should you put your focus on. By getting a better understanding on who your target audience really is, you can shorten the sales cycle and keep the cost per lead low.
By integrating your CRM with HubSpot you can create a well-run Smarketing machine that can help you grow your business.
HubSpot currently offers integrations with 9 leading CRMs and are adding new CRM integrations to the list all the time.
Built and supported by HubSpot's top engineers, the HubSpot/Salesforce integration makes your sales and marketing alignment easy and fast. The integration gives you a complete bi-directional sync between your two databases and works reliably in the background.
The HubSpot/RelateIQ integration provides a seamless integration between your marketing data inside of HubSpot and your sales intelligence in RelateIQ. When you connect the two, you’ll make sales more efficient, marketing more targeted, and everyone’s job less work - all without writing a single line of code.
The above integrations are available to all Pro and Enterprise HubSpot customers with an account with the respective CRMs.
We also provide a native built integration with Zapier that is built and maintained by HubSpot, and is included for all Pro and Enterprise HubSpot customers. Please note that you can run upto 15 Zaps per HubSpot portal, i.e. you can integrate upto 15 different web-services to your portal using Zapier.
If you're using a CRM that is not listed above, you can build your own integration. Get started today with the HubSpot API documentation.
Originally published Sep 11, 2014 2:00:00 PM, updated February 01 2017