Isn’t nice when everything you need is in one place? With the abundant amount of marketing tools and technologies businesses can use nowadays, it sometimes gets overwhelming keeping track of every single one. For this reason, HubSpot created a centralized platform, allowing for the integration and direct use of over 500 third-party apps from a single HubSpot account. With more than 1 million downloads across HubSpot’s app ecosystem in the past year, Hubspot integrations are a popular way for organizations to enhance all aspects of their business, no matter what software they use.
The Value Behind Integrations
Using integrations helps companies differentiate themselves and build additional service offerings beyond the functionality of core HubSpot products. Integrations are also extremely valuable for marketers. Imagine all of your channels, contacts, analytics, solutions (and more) living under one roof. With the benefit of easy, aggregated access, you get a complete overview of all your marketing platforms. Plus, the added advantage of overall improvements with your marketing operations. In addition, HubSpot has partnered with hundreds of third-party applications that businesses can use in their daily operations. While it’s great to have so many options, how do you decide which ones are the best structural fit for your business? Don’t worry; we got you covered. Here are six HubSpot Integrations we recommend for B2B businesses.
Our 6 Recommended Hubspot Integrations for B2B Businesses
Clearbit is an excellent tool for data enrichment. The Clearbit integration goes through a business’s contact data to enhance accuracy and pull specific information relevant to customers and leads. Then, Clearbit works to increase lead conversion using this data. With features like form shortening and marketing automation, this enables B2B businesses to focus only on their best leads.
The Vidyard HubSpot integration allows you to gather insights about your audience through video engagements and interactions. Whenever a viewer can be identified, your contact records automatically receives any information about them. Vidyard and HubSpot work together to understand who your viewers are and what videos they watch so you can better optimize, automate, and personalize your marketing and sales efforts.
When you’re prospecting, it’s essential to know the business structure of your potential clients. OrgChartHub helps B2B businesses build and store customer organization charts for each of their accounts using features like heatmaps, customized contact cards, sales personas, and more. As a result, OrgChartHub approves businesses’ strategies to win accounts and close more deals.
Think about the number of emails your organization sends every day. Yeah, it’s a lot. Sigstr capitalizes on email reach by providing promotional content in employees’ email signatures, allowing personalization and customization based on the recipient. The Sigstr integration then enables businesses to track conversions through their Sigstr campaigns and automatically transfer contacts to their Hubspot records.
Need a way to gain more referrals or survey feedback? Easily incentivize by automating rewards with Rybbon’s integration. Rybbon allows automatic e-gifting through HubSpot’s workflow feature so businesses can send digital thank you gifts to recipients.
You may already know that you can effortlessly manage and analyze your LinkedIn ads with HubSpot’s ad tools. But did you also know connecting your LinkedIn ads with HubSpot allows for syncing leads and creating audiences between the two platforms? With your LinkedIn ads managed in the same place as the rest of your marketing, you can create a consistent narrative for your customers and align your LinkedIn Ads with other client touchpoints. If any of these recommendations sound like they would be beneficial for your business, you can learn more about connecting them to your HubSpot platform. Your options aren’t limited to just this list. There are many HubSpot Integrations you can try, including current applications that your business may already be using. To view the complete list of Hubspot Integrations, visit HubSpot’s App Marketplace and get started with the benefits of integrating.
Get more out of your HubSpot investment. As certified HubSpot experts, we provide the support and consultation you need to maximize your Hubspot account. Drop us a line and let’s get started!
HubSpot is a powerful tool that can handle almost all of your sales and marketing needs. With the many different directions you can go in terms of setting up your portal and customizing it to fit your business needs, there comes an increasing need to automate everyday tasks and processes that eat away from time you and your team could spend elsewhere.
This is where HubSpot’s powerful workflow automation comes into play. Now, there is a difference between “workflows” and “sequences” in HubSpot that many people get confused about. An easy way to remember the difference between the two is that workflows are more on the marketing side, while sequences deal with one-to-one sales communications.
Both can send emails as the most basic functionality, but workflows can be leveraged to do so much more for your sales and marketing team.
While it may seem like a heavy lift in the beginning, the time that it will save you in the long-run is huge — along with the actual return on investment. In fact, marketing automation can lead to a 14.5% increase in sales productivity!
Here I will break down my top five most used HubSpot workflows that I believe every business no matter the size should implement.
Basic Asset Delivery Workflow
Regardless of which industry you’re in, it’s extremely likely that you have some type of downloadable content on your website behind a form. While you can just have the form redirect to a thank you page with a link to download the final asset, it’s best practice to also have a “thank you” email deliver that asset to their inbox as well. This also offers you the opportunity to have a secondary call to action in that email. Pro tip: if you’re having issues with leads putting in fake emails just to get to the thank you page and download the asset, have the asset delivered only by email so that they have to put in a real email to receive it.
The trigger for this workflow will be a form submission and the action after that will be to send an automated email to the lead that:
Thanks them for downloading the asset
Provides a link to download the asset
Has a secondary CTA (i.e. schedule a demo)
This workflow can be complete just with that, or you can then have it turn into a nurture workflow that promotes more relevant/related content to the asset that they just downloaded. To do this, set a delay after the first email — typically at least 3 business days — and then you can have another email go out to the lead. If your reps are actively working all leads, you can put in an “if/then” branch so that all SQLs, lead status = open, etc. leads are withheld from the rest of the nurture workflow.
Lead Routing with Rotation
When a hot new prospect comes in, your whole team is most likely chomping at the bit fighting over the fresh inbound lead that you’ve worked so hard to generate. Now, unless you have just one salesperson on your team, these leads need to get evenly distributed throughout your team in order to keep things fair. Please note: this rotation functionality will require you to have a Sales Hub Professional or Enterprise or Service Hub Professional or Enterprise account.
This can be easily handled by creating a simple workflow in HubSpot that uses the “rotate contact to owner” function. The easiest method to catch all sales-ready leads that come through is to have the trigger of the workflow be the lifecycle stage is “Sales Qualified Lead.” Now, there are a million different actions that contribute to a lead being considered an SQL, but for the purpose of this workflow let’s assume that you have that nailed down.
The next step is to then put in the action to rotate the contact between the salespeople you choose. If the contact owner is known, you can keep that owner on there and have the workflow skip to the next step, or you can have that contact owner overwritten with the new owner. You can also choose specific salespeople to have the leads rotated between or if you have teams set up in HubSpot, have them evenly rotated between the team members.
The leads are now being rotated between your sales team and the last thing to do is to have an alert of some sort be sent to the new contact owner in order for them to follow up immediately.
This can come in the form of:
Regardless of which you choose, make sure your sales team is constantly checking that channel for hot leads that they should follow up with immediately.
Nurture Emails Based On Activity Other Than Form Submissions
While nurture email workflows after content downloads are essential, form submissions shouldn’t be the only trigger for these workflows. With HubSpot, you have the ability to put contacts that visit certain website pages into workflows.
HubSpot’s powerful insights allow you to trigger nurture workflows for known contacts based on specific website page visits. This is especially useful for high-intent pages like scheduling a demo or an ROI calculator that signal a lead is interested in your company.
These workflows can also be triggered off of lead scoring.
Now, lead scoring could be a 2,500-word blog on its own (and is on HubSpot!), but the gist of it is that you are able to assign positive and negative “scores” to actions contacts take in emails and on your website, as well as attributes from their data.
From there, you can set thresholds for when a lead should be considered an MQL and an SQL.
With this in mind, we can create various workflows triggered off of specific page views, or a HubSpot lead score.
For example, if I want to put leads into a nurture that visit the “contact us” page but don’t submit the form, I would set something up like this:
Or, if I want to trigger a nurture based off of a variety of actions that I have scored in HubSpot’s lead scoring, I would have a workflow start once a contact reaches a score of X:
Pro tip: if you want your emails to only go out during the week, in your workflow go to settings → specific times and select the days/times it should execute.
Inactive Contact Workflow
Leads inevitably get lost in the day-to-day operations of your business, so it’s important to have processes in place to catch them and bring them back into the fold. Having a workflow for inactive contacts is extremely beneficial for both the marketing and sales sides.
For sales, qualified leads that were handed off to them can sometimes stall out or have other leads take priority. When this happens, reps sometimes put them on the back burner or forget about them entirely. Those are already qualified leads that could be easy pickings for new business!
To alert your reps to follow up with these forgotten leads, create a workflow like the one below:
Feel free to put your own timeframe in the second criteria. With this workflow, reps will always be alerted of leads that were once qualified but fell through the cracks for some reason. After they reach out if they find out that the lead is no longer sales-ready, have them revert the lifecycle stage back to an MQL so that lead can continue getting nurtured.
On the marketing side, contacts that haven’t been that engaged with your website or marketing emails can also be brought warmed back up. A good way to do this is with a “special” offer for just those contacts that are unengaged.
This could be a special e-book (or one that’s not behind a form), a discount, or whatever offer you can think of that would entice your audience.
From here, you just set the criteria on what you deem as “unengaged” such as:
Length of time since last website visit
Length of time since last email open/click
Last form submission
And after that, set your automated email nurture to go out. This is very similar to the other nurture workflow I covered earlier, but the trigger criteria and content of the emails is much different.
New Customer Welcome Workflow
Hopefully, you are at (or soon will be!) a point where you’re onboarding so many new customers that manually completing all of the actions is overwhelming. This is the perfect opportunity to create a workflow that simply triggers off of when a contact’s lifecycle is changed to “Customer.”
From here, a variety of actions can be scheduled such as:
Adding the contacts to a running list of “customers” that can be used to send company/product updates to
Changing the contact owner from the sales rep to a customer service/success employee
Starting the contact off in a “New Customer” onboarding/welcome email
Setting the lead status to “Closed”
This workflow is very simple to set up but is invaluable in that it pushes you to think through exactly what you want the journey to look like for new customers, as well as keeping it consistent for everyone.
These are the top five workflows that we use all the time with our clients and see the best results. If you have any questions setting up your own version, or have a new one in mind that you just can’t quite figure out, drop us a line and we’d be happy to help!
SmarkLabs is a Gold HubSpot partner so we’re just the experts you need not only to get your HubSpot portal operating at peak efficiency but also to create and execute a full-funnel marketing strategy that pushes your business to the next level.
Did you know that less than a quarter of HubSpot users leverage the full potential of the CMS? It’s certainly understandable—HubSpot is a choose-your-own-adventure of epic proportions. It’s hard not to think about all of the fantastic features that so many users are missing out on, though! Not everyone has the time to complete all of the relevant HubSpot Academy courses (though we highly suggest them if you do!), so we’re here to talk about some HubSpot features that are worth checking out.
If you’ve ever spent a significant amount of time combing through analytics to find a relevant piece of information, you understand the need for customizable insights reporting. Maybe you want a create a new dashboard that fills just your weekly reporting needs. Or perhaps you want each member of your marketing team to create a dashboard that pertains to their duties. Either way, everyone will save plenty of time by not having to sift through data irrelevant to them. Don’t worry about losing HubSpot’s default reports, either. You can create all of the custom reports you need and still be able to reference anything HubSpot automatically collects. Your report navigation will include:
Not in dashboards
Creating and sharing meetings
How much time do you spend each week coordinating meetings and rescheduling every time something comes up? The back and forth emails so necessary to modern office life can be such a time suck. And the sheer number of calendar programs that people in different organizations that you might be working with use can be chaotic. But with the HubSpot meeting scheduling software, you can sync your Google or Office 365 calendars, as well as schedule and hold group meetings. You might be thinking, “why would I complicate things by adding one more meeting scheduler into the mix?” Well, HubSpot automatically keeps records for meeting attendees and prospects for you to reference later on. Is that a game-changer? Yeah, we thought so.
Speaking of prospects, while it’s certainly possible to track them yourself, why not let HubSpot do the work for you? On the surface, it’s evident that HubSpot would include this feature, but you might not be aware of the breadth of it. HubSpot’s prospecting tool detects the IP address of each person who visits your website and reports that information back to you. If someone’s checked out your site a bunch of times, delving more in-depth with each visit, it might be about time that you reach out. HubSpot makes getting that information accessible, as well as the subsequent reaching out. You can also have this info sent right to your inbox each day with HubSpot’s daily prospects report. With this tool, you can sort your prospects using just about any criteria, from geographic location to the number of visits they’ve made to your site. Set reminders to follow up, right in the tool as well, so everything is in one place. A few other emphasized features of HubSpot’s prospecting tool include:
Predictive lead scoring
In addition to all of these prospecting features, HubSpot also offers a contacts dashboard. This dashboard gives you the option to filter your contacts in just about any way under the sun. If you’re keeping an eye on leads, you might want to keep track of their lifecycle stage or the last time each contact interacted with your website. If you’re already in the process of nurturing, you’ll want to keep track of the last time you reached out to them. HubSpot makes this all a reality!
Integration with WordPress
While HubSpot offers you the option to run your website or blog through HubSpot itself, there are several reasons you might choose to use WordPress instead. Maybe you’ve already built it far before you started using HubSpot, or perhaps you prefer WordPress’s interface more. But we can’t deny that HubSpot’s analytics tools surpass those of WordPress. Luckily, you can integrate the two platforms. All you have to do is install HubSpot’s plugin on your site, and you can track things like your traffic and bounce rates, as well as step up your prospecting game. You were previously able to see how leads interacted with your website as a whole, but now you can see what they’re doing on your blog as well, so you can even send personalized emails and offers. Once you’ve integrated your HubSpot and WordPress accounts, you’ll have the option to view your reporting dashboard right in WordPress, as well as your contacts, lists, and forms. Keep in mind; you’ll also have the opportunity to install a HubSpot live chat or chatbot if you don’t have one on your site already!
As we discussed before, in our blog post, “HubSpot vs. Pipedrive: Which CRM is Better for Sales?”, choosing a customer relationship management tool for your B2B company is a big decision. You need to take a lot of factors into account, like the size of your company, what software you want to integrate, and what the main functions of your CRM will be. It’ll help you find new contacts and organize the ones you have, allow you to nurture your leads, and facilitate collaboration between your sales and marketing teams. In other words, you’ll be spending a lot of time with it. With so many options out there, there’s no one-size-fits-all answer to which is best, but we’re going to break down some of the key aspects of two of the most popular CRMs: HubSpot vs. Salesforce.
All about HubSpot
The great thing about HubSpot, especially for a new business, is that there is a free option. While you will probably have to add on some premium sales tools as your company grows and you need change, you have a lot of flexibility to purchase just the ones you need. HubSpot’s CRM also gives you the option to have as many users on it as you want, enabling more collaboration between your sales and marketing teams. The free CRM option offers contact management, deal and task management, and integrations with social media and email that allows you to track your interactions with leads. The HubSpot CRM wasn’t created to compete with Salesforce. According to Impact, HubSpot’s CRM is ideal for companies that are new to customer relationship management systems, that are looking to improve their organization and efficiency. If you’re already using the countless tools that HubSpot offers new businesses, it would make sense to want all of your information in a single place. After all, HubSpot does offer tools for social media marketing, web and social analytics, content management, landing pages, and search engine optimization, as well as videos, to teach you how to use all of them.
Salesforce is one of the original CRMs, founded in 1999. Currently, Salesforce is the No. 1 CRM, dominating 30.27% of the market share, with over 45,000 domains under its belt. Known for offering just about everything you might need in a CRM and name recognition, it’s typically the first CRM that new business owners look into. It’s also not surprising that that convenience isn’t free. Convenience typically costs a pretty penny — like that last time you ordered an Uber when you really could have taken the train, or that Doordash you ordered when you had a fridge full of ingredients to make dinner, Salesforce is no different. For many up-and-coming B2B companies, Salesforce’s pricing is just not in their budget. There’s no free plan, and though pricing starts at a mere $25 a month, most companies need more than the $25 plan offers. PieSync suggests that the average user needs to spend about $150 on Salesforce to get all of the functionality they’ll need.
You know how some people live and die by Apple products, while others prefer the look and feel of a PC? Neither one is notably better (despite what people on either side of the fence will try to convince you on), but it all comes down to the type of interface you prefer. HubSpot is known for having a clean, simple, user-friendly look to it. After all, its CRM was specifically created for beginners. You’re able to clearly see everything that HubSpot has to offer, on an intuitive dashboard. We mentioned before how Salesforce provides more than most marketers will ever need, and you can tell that by looking at the dash. It’s pretty clunky, with a lot of information right there on the screen, but you still need to click around and do deep dives to find all of the information that you’re looking for. Flight Media took screenshots of both for you to compare:
Like in our previous post comparing HubSpot and Pipedrive, it all comes down to integration! While your CRM will be able to do a lot, it won’t do absolutely everything a growing business needs it to (Nope, not even Salesforce). This is where integration comes in. While some CRM systems have barriers to integration, neither HubSpot or Salesforce do. Salesforce ultimately allows for integration among more programs than HubSpot does. Still, HubSpot is sure to offer extensions for some of the most prominent programs you’ll be using, like Microsoft Office and Google Suite.
What if you already have a CRM, though, and are looking around for other options? Well, HubSpot might be the pick for you. Not only can you simultaneously use both CRMs, but you can eventually integrate your data into HubSpot. This is also handy when you have clients working along with you who use a different in-house CRM — even if that other CRM is Salesforce. Depending on the size of your business and how in-depth you want your reporting to be, there are certainly pros and cons to both HubSpot and Salesforce. If you’re just starting, though, HubSpot’s user-friendly interface and wallet-friendly pricing might be the way to go.
The online marketing world is continually going through transitions. It can be challenging to keep up with all of the new strategies, trends, and Google algorithm workarounds. It’s understandable to fall on either end of the spectrum, either staying vigilant about learning every new change or getting burned out, even trying to keep up. It’s handy to have a go-to way to ensure you’re up to date with the world of inbound marketing — and other digital marketing areas — each year. Let me introduce you to HubSpot Academy. It touts itself as the “worldwide leader in free online training for inbound marketing, sales and customer service professionals.” HubSpot Academy consists of narrated videos, how-to tutorials, and hands-on activities. Marketing, sales, and service professionals across the world use it as both foundational and continuing education. These courses are growing in popularity each year. According to HubSpot, the certification rate has almost tripled from its first year in 2016 when 55,000 people were awarded. In 2018, HubSpot Academy awarded 140,000 certifications. Here’s what you should know about HubSpot Academy to help you determine whether it’s the right fit for you and your career.
What to expect
A feature of HubSpot Academy that bears repeating is the fact that it’s free. While most courses are at least a three- to four-hour time commitment, that’s all that you spend on them. Of course, if halfway through you don’t feel like you’re getting anything out of it, you’re not obligated to continue. Loaded with foundational information that you’ll need to know for just about every other course HubSpot offers, the Inbound Marketing course is your first step. If you’re a pretty experienced marketer, you might think you can skip over the Inbound Marketing course. Still, if anything, it’ll be beneficial to brush up on some of the jargon and nitty-gritty aspects of marketing that you might not use in your day-to-day work. Other popular certification courses HubSpot offers include Content Marketing, Inbound Sales, Social Media. The Academy also offers “short courses,” which are usually between an hour and three hours long, and dive deep into more specific topics like Twitter Strategy or SEO. None of the HubSpot Academy courses’ certifications last forever. While some are valid for 25 months, others expire after just 13 months. It seems like a drag to have to retake the test, but it’s the most effective way to ensure you’re up-to-date on the most recent changes to the programs that you’re working with. You don’t have to re-watch the videos, but it doesn’t hurt to brush up.
You get out what you put in
Like most online courses, you can burn through the HubSpot Academy videos pretty quickly and not retain any of the information if you don’t make a real effort. A lot of information gets crammed into each of these classes. It would be almost impossible to watch all of the videos and remember everything that’s said. So pay close attention and take as many detailed notes as you can. That way, you can get the most out of your HubSpot Academy courses. After each course, you’ll take an exam. Depending on which course you take, it usually takes about an hour to complete. However, you have three hours to do so. To pass each course and become certified in each area, you don’t have to answer each question correctly, but you do have to score 80 percent. If you’re having your employees take the Academy courses, you might want to allow study groups or let them take the exam in pairs. Discussing the course and talking about the questions is a way to ensure everyone stays engaged, helping them retain all of the information that they’re taking in. If you don’t pass the first time you take the test, don’t worry! You can retake it in 12 hours. To up your chances of passing, read the study guide. You can also go back and rewatch videos that focus on the areas of the test that you struggled on. You’ll get it the second time around!
The main advantage of taking the HubSpot Academy certification courses is the fact that you’ll enhance your skills. If you maintain your certification, you’ll get refreshers each year or two and stay sharp. If you want bragging rights, though, you can also get them here. When you pass a course, you can add a badge to your LinkedIn page (and add it to your resume!) The HubSpot Academy is a massive asset in the workplace, accelerating onboarding for new employees and giving people transitioning to a new role in the marketing or sales departments a good foundation. It’s not necessary to take every course HubSpot has to offer, so you can focus on just the ones you need. If someone is getting paid advertisements, added to their plate at work, there’s a course for that!
There are a lot of decisions to make when you’re a new business owner, so you want to make sure that the software you choose makes your job as easy as it can be. That’s why choosing between a customer relationship management (CRM) tool that makes sense for your business is such an important step to take. The fact that there are just too many different types of CRM tools out there can lead to decision fatigue. That’s why we’re going to take a deep dive into two of the most popular CRMs, Pipedrive and HubSpot, so you can see which works best for you.
Take your size into account
For small business owners who want a CRM tool to handle more than just the sales aspect of day-to-day tasks, HubSpot is a good choice. For example, a small business probably doesn’t have a coder on board yet, so HubSpot handles that. A considerable benefit of HubSpot is that so much of it is automated. When a small team is stretched thin, HubSpot is running in the background, taking care of it. HubSpot also works on a tiered system, making it ideal for small businesses, so you can manage up to 2500 contacts before the price goes up. HubSpot owns approximately 41.5% of the small business automation market, so it’s no surprise that it checks off a lot of small business’s boxes. Marketing Automation Insider suggests Pipedrive for small- to medium-sized businesses. The platform is customizable to suit different types of companies but lacks the automation options that HubSpot makes so easy. It is simple to integrate Pipedriver with Zapier, an automation tool that allows you to connect all of your apps and devices, but that does come with an additional cost.
Convenience comes with a cost
As mentioned, HubSpot’s tiered pricing system works well for small businesses. However, it can get pricey for a company that grows quickly. For example, once you establish more than 2500 contacts you manage, your price goes up to $1200 per month until you reach 10,000 contacts, and so on. Pipedrive does use a tiered system as well, but it stays at one price until you reach 100,000 contacts. Take into account, though, the fact that you’d also need to pay a subscription fee for a program like Zapier if you wanted to automate to the level that HubSpot allows you to.
How about sales?
Pipedrive is known as a CRM “built by salespeople, for salespeople.” Its primary focus is on sales pipeline management, while HubSpot is a jack of all trades, with marketing and sales functionality wrapped in one CRM. I know, the full expression is “jack of all trades, master of none.” If you’re looking to have all of your sales and marketing needs in one place, HubSpot is probably the pick for you. But if you’re just looking for a CRM to help you streamline your sales process, Pipedrive might be a better choice.
Integration, integration, integration
While it’s true that HubSpot can do just about anything you want it to do (from a sales and marketing standpoint, at least), you want to ensure you can integrate any software you’re currently using with the CRM you choose. Luckily, whether you go for HubSpot or Pipedrive, you shouldn’t have an issue ensuring your favorite apps work alongside your CRM. According to Discover CRM, Pipedrive integrates with 148 apps, HubSpot integrates with 128 apps, and both work with popular software like Zapier, Salesforce, Outlook, and Gmail. Before you take the dive, though, make sure you check the list of apps that integrate with each CRM — especially if you use some more obscure programs! I’m sorry if you went into this post intending to get a firm CRM recommendation for your particular business, but it just doesn’t work that way! Both HubSpot and Pipedrive have their strengths and weaknesses, but it’s up to you to figure out what’s important to you when choosing your business’s CRM tools.