Overview

While HubSpot is a powerful Marketing Automation tool with lots of capabilities, there are some services that HubSpot can’t do but can allow for a more sophisticated Marketing Automation tool. In this blog, I am going to review the top three integrated services with HubSpot you should look to do right away.

While some of these may seem basic, they are the key fundamentals to improve your HubSpot instance and provide more value for your marketing, sales and customer teams. I like to think of these as the crawl portion of the crawl, walk, run approach for HubSpot integration maturity and make sure to list a few that fall into those later categories as well!

Customer Relationship Management

For some, HubSpot is also used as their Customer Relationship Management (CRM) system as well as Marketing Automation. For those of you who are using HubSpot’s CRM capabilities, feel free to skip to the next section.

For those using Salesforce, Microsoft Dynamics or other CRM providers, it is imperative that your HubSpot instance is integrated with your CRM. This will allow all of your marketing data (and efforts!) to sync into the CRM to allow sales and customer success visibility into who and how customers are interacting with your website and marketing content. HubSpot offers easy to set up integrations with Salesforce and Microsoft Dynamics so you can get this connected in minutes to allow data to start flowing between the two.

Data Enrichment

One thing that all companies are constantly looking for is more data! Integrating a data enrichment tool can be valuable as it allows you flexibility with your marketing efforts such as forms on your website having fewer fields. Integrating a data enrichment tool, such as Zoominfo or Clearbit, can allow you to obtain the information you need from those who are submitting forms, while improving visitor experience with forms only asking for the bare minimum of data.

Gone are the days of having to ask how many employees someone has with a drop down field. That data enrichment tool can capture that at the time of form submit and allow your leads to flow into your system correctly and leave your site visitors happy they don’t have to fill out fifteen form fields just to download a white paper or request a demo.

Webinar and Events

If you have worked in a Marketing Ops role before, the worst feeling is having a webinar/event platform that doesn’t integrate with your marketing automation system. So many manual list downloads, constant checking of event registrations and having to send communications in both systems. Overall, it’s never a great experience.

Luckily, HubSpot has integrations with most (if not all) of the major webinar (Zoom, GoToWebinar, On24 and more) and event platforms (Cvent, Eventbrite, Hopin and more). Having these integrated with HubSpot allows you many benefits. The first being that the tracking of registrations, email sends and post-event data imports can all be handled in HubSpot. This allows you to focus more time on other projects rather than having to scrub an Excel doc.

Second, this allows you to keep a consistent brand experience with your customers. You can have all of your emails send through HubSpot (since data from the event/webinar platform can be synced such as a specific webinar url) and have the registration process take place on a HubSpot landing page or your website (depending on what you use for landing pages). This allows for a consistent brand experience throughout the process of registration for an event or webinar.

How can I integrate these into my HubSpot instance?

Luckily, for most tools that integrate with HubSpot, you can utilize the HubSpot integration to quickly set up an integration with these tools. Not sure how to do it? A quick google search of “how to integrate X to HubSpot” will most likely pop up with the answer, but you can also search through the HubSpot Marketplace on their website as well.

Each will have easy to follow, step-by-step instructions and in the event issues arise, HubSpot has live chat so you can get in touch with a representative to help you out.

I already have these integrations, what else should I think about integrating with HubSpot?

The top three that I have listed here are a starting point for anyone just starting out in HubSpot but that is not where the integration possibilities end. As mentioned before, I like to follow a crawl, walk, run approach when it comes to Marketing Automation and you might already be crawling (or even walking) in your HubSpot instance. If that is the case, here are some other areas you should consider looking into integrating with HubSpot.

• Social media (Linkedin/Twitter/Facebook)
• Third-party chat bots such as Drift (if you are not using the native HubSpot chat capability)
• Direct mail software such as Sendoso or PLG
• Analytics tools such as Domo,
• Intent data platforms such as 6Sense or Bombora
• Your company’s data warehouse
• Sales tools such as ChiliPiper or Salesloft
  …and much more!

Conclusion

As you can see, there are a multitude of ways to bolster your HubSpot Marketing Automation system by integrating the other tools in your tech stack. It will allow you to streamline your processes, data and workflows by having HubSpot direct all of the necessary traffic to these various systems when they need it.