3 Easy Steps To Integrate HubSpot and Salesforce

Most modern marketers focus considerable attention on things like content strategy, SEO, and other inbound tactics. They create and design content, write blogs to engage their personas, and hope everyday yields a few good leads from a web form or chat plugin. But too often, and not too surprisingly, marketers have no idea what happens when they actually get a lead! Below are a few HubSpot and Salesforce integration best practices and tips, to help you build a straight-forward process.

Image this world, if you would. A person visits your site, and sees value in your solution. She submits a form to reach out to simply hear more. That data probably makes it into a marketing database, like HubSpot, where it is segmented and added to a few lists. From there a contact record is lobbed around the world seven times, submarines across oceans (perhaps, depending on where your server is located) and into the safe, awaiting hands of your CRM, probably Salesforce. Once in Salesforce, your new contact record arrives properly tagged with campaign responses, a status, perhaps a lead lifecycle stage, and next steps from your Sales team are clearly defined and communicated.

Right? If so, refer to our future our blog on Marketing Bliss, see how you’re a rare breed and possibly doing impressive marketing.

If not, please continue on as we learn to maximize this singular customer moment into a Sales Opportunity with a straight-forward Inbound Marketing implementation. Its a bit more than just a How-to Integrate HubSpot and Salesforce, but a starting-point from which to scale.

Inbound Queues

All Leads need a place to go; a process that makes it easy to be followed-up on either personally or via targeted email campaigns. For now, let’s keep it simple and focus on Leads that require immediate attention because they raised their hand by submitting your Website’s Contact Us form. The first step is the creation of two queues in Salesforce that will be responsible for the ownership of Leads.

Why queues? Great question–but we’ll save the details for a future post. For now, here is my thought-process:

  • Queues don’t require extra user licenses,
  • Multiple Salesforce users can be a member of a Queue,
  • Queues can act as users, meaning they can take ownership and have full access to lead records.

Hand-Raisers Inbound Queue

Hand-Raisers are Leads that have performed an action and typically require a human-touch. These Leads have a limited shelf-life, so routing them to a Queue in Salesforce will allow for the fastest of multiple users to follow-up.

Nurture Leads Inbound Queue

The rest of your active, unqualified marketing database resides in the Nurture Leads Queue. Leads of this Lifecycle Stage have engaged with your brand recently but did not raise a hand or explicitly request contact. Every marketing organization will design a strategy to engage this list to prevent database churn and to keep the marketing pipeline healthy.

Inbound Lead Source VALUES

Without getting into the specifics behind an Effective Lead Source strategy (another one in the works) or what your full list of lead source values should be, I always advise marketers to keep your list of Lead Source options short and relevant. In other words, you should very rarely add new values to your Lead Sources because you want to keep them high-level. They need to tell you where your leads came from and what to do with them next.

Setting up Hand-Raiser lead sources on a Contact Us lead source is easy. First, add options for your new Lead Sources in Salesforce. In this case, I created a lead source value for Contact Form:

Then, add Lead Source to your forms. Most organizations will want to set up their Contact Us form with a hidden Lead Source field that passes the specified value of Contact Form (or you can choose a label that better fits your business).

Note that if your use multiple Lead Source fields to track the Original and Most Recent values, then remember to keep track of which lead source field you’re updating on the form. Always ensure that you have a process in place that does not overwrite the original value of the lead source field. You can use workflows in either Salesforce or HubSpot to ensure that the original lead source value is always maintained for reporting. In the example above we update the Lead Source (Most Recent) field for every form conversion.

Once HubSpot Contacts are updated with the correct Lead Source, we’re going to use that information to route the contact to the appropriate queue in Salesforce.

Campaign Statuses

Leverage campaign statuses in Salesforce to not only allow for multi-touch campaign attribution and revenue influence but also to flag next steps for Sales reps, Account Directors or Managers, or any other function with ownership over lead engagement. Create a Salesforce campaign for your Website’s Contact Us form that will be used to tag all Contact Us form responders; whether Leads or Contacts. Set up the campaign so HubSpot knows that its active and add enough of a campaign description to give anyone who sees the campaign (like Sales) context enough to follow-up appropriately.

After you created your campaign in Salesforce, now its time to add your custom Campaign statuses. Campaign statuses can be a bit tricky to manage at first, but after you set them up once, they’ll allow you to track Lead follow-up based on specific actions. Add Salesforce Campaign Statuses for Hand-Raised – Requires Follow-up, Qualified, and Disqualified, all campaign statuses that can be used to track follow-up, as well as track results and next steps.

Now that you have your Inbound Queues, your Lead Source, and Campaign Statuses setup for a basic lead hand-off process, it’s time to tie everything together. In Salesforce, do a search for Assignment Rules in the configuration search bar or go to Setup > Customize > Create > Leads > Assignment Rules. Create your assignment rules to route leads by Lead Source.

When you setup your Lead Assignment Rules, make sure to create a rule to act as a catch-all Lead record owner. That way, if there’s a bug in your routing logic or a use case emerges that you hadn’t thought of, you’ll have an easy way to monitor where all leads are in the process.

Monitoring Inbound Marketing

Congratulations, you’ve setup a basic Inbound process between HubSpot and Salesforce! Now what?

Well, the goal is always optimize and reports, metrics, KPIs (Key-Performance Indicators), and other levers will be your eyes into the process. As the Marketing & Sales conduit, it is critical to keep an eye your lead hand-off process in order:

  • Ensure that every single lead is accounted for and does not end up abandoned,
  • Scale your automated process and integrations to increase complexities for larger organizations that manage high volumes of leads,
  • Identify perfect opportunities to introduce Lead Scoring into your Hand-off Mix in order to optimize lead qualification and Sales conversion rates,
  • Use automation to append data to your Inbound leads in order to better understand their persona, find more information on Lead Scoring in our handbook The Ultimate Lead Scoring Dashboard.

I like to start with a simple report of Daily leads, grouped by Lead Owner. That way, you can monitor your Inbound Leads over time and continually look to optimize. If you enjoyed this article and want to learn even more about how your organization can optimize your inbound marketing strategy, subscribe to our blog to receive notifications.