When it comes to a typical technology stack, most companies have a marketing automation platform like HubSpot and a customer relationship management (CRM) system. When these two systems operate separately, marketers can struggle to keep their team on the same page with sales. This can result in lower quality campaigns, poor insight into where your contacts are in their customer journey, confusion, and more.
CRM Integration-Fortunately, it doesn’t have to be that way. A HubSpot CRM integration can erase these issues and boost your marketing efforts, leaving you with results that promote real business growth. Here’s a look at how.
Automate Certain Communication
By combining the information gathered from your HubSpot account with your external CRM, you can automate well-timed, relevant emails to your leads. Not only will your contacts receive the right information at the right time, but you’ll also save yourself time. Instead of having to send a drip campaign or follow-up email manually, you can put your efforts someplace else.
Market to All Lifecycle Stages Appropriately
The valuable information an integration can provide allows you to see where all your individual contacts are at in their buyers’ journey. That makes it easier to nurture them with the most relevant information. You don’t want to send a decision-level piece of content to someone who just filled out a TOFU form.
With an integration, your leads will be better educated at every point in the purchasing process. A bonus?
You’ll also be able to easily track a sale from lead to closed and replicate the process.
More Personalized Campaigns
A HubSpot CRM integration gathers invaluable information on your prospects, like their contact details, preferences, website activity, and interactions with all of your communication. With this information, you can create highly-targeted, personalized campaigns that speak better to each contact. For example, you could send follow-up information to someone who’s recently downloaded a piece of your gated content in an email with a personalized subject line and introduction.
Other information you can use in your campaigns:
- Website referral traffic
- Top-performing blogs, landing page, or website pages
- Email open and click-through rate
- Engagement rates on social media
- When and how often someone visits your site
- Most downloaded content
- Time spent on certain pages
Visibility Into Sales Team’s Activities
Having to ask a member of your sales team questions about a lead pulls both of you away from more significant tasks. A HubSpot CRM integration lets you quickly see what your sales team is doing, including if they’re contacting your SQLs promptly. Likewise, if they’re struggling, you can see where they may need help from the marketing team, such as more sales enablement material or an updated form.