How HubSpot and Salesforce Work Together – ProperExpression

Every B2B company understands the value of sales and marketing alignment, but most lack the tools to make it a reality. From data silos to communication friction, poorly integrated CRMs leave your teams unable to collaborate – which is why we’re exploring how Salesforce and HubSpot can work together.  

HubSpot and Salesforce: An Overview 

HubSpot and Salesforce are two of the world’s most popular and powerful customer relationship management (CRM) platforms. The platforms offer many similar benefits, including: 

• Centralized Insights: Users can build a robust view of their leads and customers with each platform, enabling companies to access analytics and deploy precision-targeted sales and marketing campaigns. 
• Pipeline Management: Both platforms also offer users increased visibility of the sales pipelines that help users optimize their nurture programs and close more deals. 
• Automation Tools: From automated emails to prompts for sales teams, both platforms offer a wide range of time-saving features. 

However, these similarities do not make the two platforms mutually exclusive. There are many reasons a company would use both: 

• Specialized Processes: The two platforms have different strengths, and a company may benefit from using both for specific functions. For example, HubSpot has exceptional inbound marketing tools, and marketing is likely to select HubSpot for that reason. But sales may select Salesforce for its capacity to handle highly complex sales cycles. 
• Departmental Differences: Your sales and marketing teams may have strong preferences between the platforms – and they won't necessarily be aligned. Given its emphasis on usability and customer support, HubSpot has strong advocates in many organizations. But some employees may be attached to Salesforce, having used it for many years. 
• Organizational Change: Many organizations will switch CRMs during a change in leadership or an organizational transition. However, they may not want to completely remove their previous CRM and instead integrate them. 

But this raises a challenge: how do you integrate the two platforms while avoiding friction? 

Understanding the HubSpot and Salesforce Integration 

Several methods exist to integrate HubSpot and Salesforce. HubSpot offers a native integration and data sync that is pre-built, simplifying the process considerably. There are also several third-party integration tools and connectors available for businesses seeking customized solutions that extend beyond native capabilities. 

We have helped countless companies integrate HubSpot with Salesforce, and our experience suggests three factors will have an outsized impact on the integration’s success: 

1. Data Synchronization

One of the most crucial aspects of HubSpot and Salesforce integration is data synchronization – the process of sharing and automatically updating information between the two platforms. There are two ways this can be achieved: 

• Bidirectional synchronization: This feature allows data to flow freely and accurately between the two platforms and ensures that updates in one system are reflected in the other. Key data points such as contacts, companies, and deals are synced – helping your teams eliminate data silos and create a “shared reality” when approaching prospects and customers. 

• Unidirectional synchronization: This allows you to sync data in one direction but not the other. For example, you might configure the integration to automatically update Contact Statuses in Salesforce when they change within HubSpot – but not alter the data in HubSpot when those same statuses are updated in Salesforce. 

It’s important to note that you can customize this per data element you are syncing. For example, you may choose to sync Lifecycle Stages bidirectionally but deal stages only unidirectionally from Salesforce to HubSpot. 

2. Reporting and Analytics 

Another significant aspect of integration is the ability to combine HubSpot's extensive marketing analytics with Salesforce's sales data. This creates a unified view of your sales and marketing pipelines, allowing you to track performance, optimize strategy, and allocate resources more effectively. 

This unified view requires data synchronization and custom dashboards to make the data easily accessible. HubSpot is particularly useful in this regard, allowing you to build use-case-specific reporting that captures a wide range of data. 

3. User Access and Permissions

Managing user access and permissions is crucial in maintaining data security and compliance. Your integration should support role-based access, which means team members can view and interact with data pertinent to their roles. This not only enhances operational security but also ensures compliance with industry standards and regulations across both platforms, safeguarding your business's information integrity. 

How to Integrate HubSpot and Salesforce 

While integration is always intimidating, the process is actually very straightforward – and we’re going to walk you through every step of it. 

Preparing Your Platforms 

Before embarking on the integration, it is vital to ensure your platforms are ready. HubSpot & Salesforce preparation involves understanding prerequisites and considerations, such as assessing your current data quality and identifying any specific customization needs that may influence the integration setup. 

Step-by-Step Integration Guide 

Now you are ready to follow these simple steps: 

• Initial Configuration and Settings: Begin by setting up the basic integration requirements within both HubSpot and Salesforce. This includes configuring the general settings that will dictate how the two platforms communicate. 
• Mapping Fields and Customizing Syncing Rules: Map your data fields effectively between the two systems. Customizing syncing rules will ensure that only the relevant data is transferred, reducing clutter and maintaining data integrity. 
  
  
  

• Testing and Troubleshooting Common Issues: Once your settings are configured, conduct thorough testing to identify and rectify any issues that may arise. This troubleshooting phase is essential to ensure that the integration works smoothly under real-world conditions. 
• Monitor the Sync on a Regular Basis: Regular monitoring is crucial once the integration is live. The system will flag any sync or data issues, allowing you to address them promptly. Regular checks will help maintain the health of your integration and ensure data accuracy over time. 
  

By following these steps, you can achieve a robust integration that enhances both marketing and sales efficiencies, translating into improved business outcomes. The integration of HubSpot and Salesforce is not just a merger of two powerful tools; it's a strategic move towards better alignment, deeper insights, and more effective operations. 

Get the Maximum Value from HubSpot with ProperExpression 

HubSpot can be a force multiplier for B2B sales and marketing teams – but many companies are missing out on vital use cases. ProperExpression can help you identify and make use of the full value of HubSpot, guiding you through seamless integrations to unlock more cohesive sales and marketing efforts. 

Want a free 15-minute consultation to understand your integration options?