HubSpot-Salesforce Integration Guide

  In the previous article, it was outlined that a combination of Salesforce, which tracks everything related to the sales process, and HubSpot, which collects marketing-related data, can often pay off in CRM. When the sales team uses Salesforce and the marketing team uses HubSpot, communication between these systems is desirable – it can save time, increase productivity, consolidate data, and make it easier for them to wander. But the HubSpot-Salesforce integration process does not always bring only benefits. So, in addition to those, here we will also look at the potential associated limitations of this seemingly perfect harmony and ways to deal with them so that the integration does not do more harm than good.

Salesforce integration
Salesforce integration

 

Why embark on integration 

    Installing a HubSpot-Salesforce integration is at the first glance not technically very challenging

    Changes in one of the systems are automatically synchronized with the other. It is possible to choose which of the new records are synchronized and when. This allows teams to automatically and quickly relay important information about email opens or web activity to each other, allowing them to close more deals with greater ease.

    The integration also makes it much easier to take advantage of the details provided by Salesforce to personalize marketing emails or segment the database. Then it is no longer necessary to export data from Salesforce to run a campaign and then feed the campaign responses into Salesforce. After the sales team acquires customers, Salesforce sends the revenue information from closed deals directly to HubSpot – this way, specific marketing campaigns can be linked to the revenue generated from them.   (HubSpot)

 

What is needed before integration can begin

  Before installation, it is important to have account access permissions enabled in HubSpot. 

   For Salesforce, integration is only possible if the interested party has one of the Salesforce versions with API access (=application interface). You can find out whether this is a version suitable for integration here.

    Last but not least, in the case of Salesforce, it is necessary to be a system administrator or to have a permission set for HubSpot integration, which can be obtained in the section Available permission sets.

   The next steps include enabling the settings and configuration view and editing all aspects for those objects (accounts, campaigns, contacts…) that you would like to sync with HubSpot.

   After that, it is desirable to enable AppExchange package downloads and make the Type field visible for all profiles within Salesforce.

   If you are interested in using the Visualforce window that displays a summary of a Salesforce contact’s interactions with HubSpot, you must have metadata editing enabled.

   If connecting multiple HubSpot accounts to a single Salesforce server used by the organization, the integration should be set up and installed in each of those accounts. Care should also be taken that only one HubSpot account can be connected to each Salesforce server.  (HubSpot Knowledge Base)

What problems can occur?

    As outlined in the introduction, there are also some limitations associated with HubSpot-Salesforce integration. 

Synchronization

     Often, due to a misconfiguration in the synchronization rules, the data may not synchronize as it should. You can avoid these problems by checking the HubSpot-Salesforce integration settings. There are several different options to choose from in the settings:

  • Data will only sync from HubSpot to Salesforce if the corresponding field in Salesforce is empty. If it is not blank, the effect of the changes in Salesforce will be to overwrite the values in HubSpot to those in Salesforce. 
  • You can also select the option where HubSpot data is overwritten by Salesforce data and never vice versa
  • It is also possible to set the synchronization so that both platforms display the most recent values.
  • There is also an option to not sync the data and record changes manually at both locations.

Property mapping

   Each of the platforms assigns different properties to the records. The structure and interface of the records are also not identical, so what is in a drop-down list in HubSpot is in a pick-list in Salesforce. If you want to synchronize the property data from the drop-down list in HubSpot with its equivalent in the picklist in Salesforce, you need to create a property mapping. This also means that whenever a mapped property is deleted or updated on one of the platforms, it can cause synchronization issues. Fortunately, property mapping highlights errors that can occur.

Property values

   Synchronization errors can also occur if property values change over time. This is often the case, for example, with account owner properties. Companies often change employees and the original users are removed from the software. However, some contacts may not be updated with the new owners. Something similar can happen if a specific field is designated for a specific “persona” of a buyer, and later it is decided to update the persona. Outdated values may then remain in the software, and further synchronization problems will occur.

Contacts are not associated with a specific deal

   If a contact record is associated with a specific deal in HubSpot, the phase of this contact is automatically changed to “opportunity”. After the deal is closed and successfully completed, the phase will change to “customer”. However, if the “opportunity” is created before the deal is enabled for synchronization, it will not be synchronized to HubSpot. To mark opportunities as closed deals, they must be imported into HubSpot.

Contact partitioning in HubSpot

   Sometimes there may be a need to grant external team access to some of the contacts in HubSpot, but not all. In this case, you need to create a team. Each team member then has access to all contacts of the other members of that team. In addition, a so-called “dummy user” should be set up who only has access to a certain part of the information. Then, a field called “secondary owner” is created, from which a HubSpot user property is created. The fictitious user (“secondary owner”) is then made a member of a fictitious team to which external contacts will be added. This allows them to access the object but prevents them from accessing the internal user’s objects.

Currency issues

   If a business operates in many different regions, it probably has multiple currencies set up in Salesforce. However, when syncing with HubSpot, the data may then be incorrect. While both platforms do have the ability to list multiple currencies, unfortunately, these features do not get along very well when syncing. The common field for HubSpot and Salesforce is the amount field. This is automatically synced. In Salesforce, the selected location determines the currency that is displayed – if the location is Germany, it will display EUR and so on. The base currency in the Administration module reflects the system currency. However, if no base localization is configured, the currency becomes the US dollar. So, a situation may occur where EUR is set as the default currency in HubSpot and USD is set as the default currency in Salesforce, and then a 1000 EUR deal is synchronized as a 1000 USD deal.

   To resolve this issue, it is desirable to ensure that the Amount field is synchronized in the base currency, not the alternate one. Once synchronized, you still need to ensure that the preferred system (usually the one used for financial reporting) is set as the preferred field – it is always recommended to prefer Salesforce.

Terminology – Campaigns

   In each platform, the word “campaign” means something different.

   In the case of HubSpot, it is a set of resources. It is possible to create reports showing which contacts are associated with which campaigns.

   In contrast, Salesforce considers campaigns to be lists of contacts. The reports show who has connected with the resource and can be used to manage campaigns or export segments within the data. Unfortunately, Salesforce campaigns cannot be added to HubSpot automatically – you have to do it manually beforehand.

Terminology – Contacts, and Leads

   In HubSpot, there is one record for contacts and leads – both of which are contact records regardless of what stage a person is at in the sales process. Once someone downloads content or fills out a form, HubSpot creates a contact record for them.

   Within Salesforce, it is a bit more complicated. That is because the platform keeps both lead and contact records, and those terms mean different things depending on the specific Salesforce setup. Leads are considered to be purely new records that the sales team has not reached out to yet. Even though related companies or records already exist within the platform, leads will not be associated with them until a sales rep converts them into contact – this happens at the point when outreach has begun.

   Therefore, it is advisable to identify language inconsistencies affecting the process and plan to resolve them before the integration begins.

Lists

   Segmentation is very important for effective lead nurturing, and the use of lists can be a very important part of many processes. HubSpot users create lists to segment leads according to well-defined criteria, and Salesforce users create lists with reports. However, when integrating contact records, you cannot just collect lists from one platform and automatically create them in the other. If it is desirable for HubSpot and Salesforce users to have the same lists, they need to be created independently and use the same basic criteria.

Not everything can be integrated

   For example, activity-level data within HubSpot (= data points visible in the timeline of a contact record) cannot be fully converted to Salesforce. Instead, they are displayed in a special window that cannot be manipulated. Similarly, the other way around – you can only partially access and manipulate task information from the HubSpot side.

   It is key to be clear about which data is most important in any given campaign before launching it, and to check whether and how it will be exchanged between the two platforms, including whether it is a two-way or only one-way sync.     (IDS agency, Weidert Group, New Breed, Six & Flow)

Useful tips

   When HubSpot cannot locate contacts, companies, and closed deals, it is recommended to check the sync errors and the tabs for each type for details.

hubspot salesforce sync errors
HubSpot-salesforce sync errors tab

   Hubspot offers a tool for active lists that specify which contacts will sync with Salesforce. Those that are not on the list will not sync.

Finally

   Each of the platforms mentioned is different. Salesforce has many tweaks and relies on segmentation and permissions to ensure that its clients’ data is protected. HubSpot can do this too but to a lesser extent. Compared to Salesforce, however, it is more intuitive, and if something is not working, it will display a warning as to what it is and how it can be fixed.

   Unfortunately, the Salesforce integration into HubSpot has its shortcomings. Chief among the reasons for sync issues are permissions – these should be particularly looked after. However, if prospective installers do their research in this area beforehand, take the appropriate precautions, and watch out for potential threats, this step will allow marketing and sales teams to communicate better, share important data, and save a lot of time and energy.

   In any case, I am here to help you to tackle this challenge from the beginning. From my experience, the sooner the implementation begins, the better results can be achieved. Don’t hesitate to contact me.

Table of Contents

About Lukas Liskovec

About Lukas Liskovec

I help to my clients grow their companies by implementing data-based marketing, digitized sales processes and technologies that add value to the process.
Read one of my articles! It will only take you a moment, but it will enrich you all the more with lots of new information!

Find out more

  In the previous article, it was outlined that a combination of Salesforce, which tracks everything related to the sales process, and HubSpot, which collects marketing-related data, can often pay off in CRM. When the sales team uses Salesforce and the marketing team uses HubSpot, communication between these systems is desirable – it can save time, increase productivity, consolidate data, and make it easier for them to wander. But the HubSpot-Salesforce integration process does not always bring only benefits. So, in addition to those, here we will also look at the potential associated limitations of this seemingly perfect harmony and ways to deal with them so that the integration does not do more harm than good.

Salesforce integration
Salesforce integration

Why embark on integration 

    Installing a HubSpot-Salesforce integration is at the first glance not technically very challenging

    Changes in one of the systems are automatically synchronized with the other. It is possible to choose which of the new records are synchronized and when. This allows teams to automatically and quickly relay important information about email opens or web activity to each other, allowing them to close more deals with greater ease.

    The integration also makes it much easier to take advantage of the details provided by Salesforce to personalize marketing emails or segment the database. Then it is no longer necessary to export data from Salesforce to run a campaign and then feed the campaign responses into Salesforce. After the sales team acquires customers, Salesforce sends the revenue information from closed deals directly to HubSpot – this way, specific marketing campaigns can be linked to the revenue generated from them.   (HubSpot)

What is needed before integration can begin

  Before installation, it is important to have account access permissions enabled in HubSpot. 

   For Salesforce, integration is only possible if the interested party has one of the Salesforce versions with API access (=application interface). You can find out whether this is a version suitable for integration here.

    Last but not least, in the case of Salesforce, it is necessary to be a system administrator or to have a permission set for HubSpot integration, which can be obtained in the section Available permission sets.

   The next steps include enabling the settings and configuration view and editing all aspects for those objects (accounts, campaigns, contacts…) that you would like to sync with HubSpot.

   After that, it is desirable to enable AppExchange package downloads and make the Type field visible for all profiles within Salesforce.

   If you are interested in using the Visualforce window that displays a summary of a Salesforce contact’s interactions with HubSpot, you must have metadata editing enabled.

   If connecting multiple HubSpot accounts to a single Salesforce server used by the organization, the integration should be set up and installed in each of those accounts. Care should also be taken that only one HubSpot account can be connected to each Salesforce server.  (HubSpot Knowledge Base)

What problems can occur?

    As outlined in the introduction, there are also some limitations associated with HubSpot-Salesforce integration. 

Synchronization

     Often, due to a misconfiguration in the synchronization rules, the data may not synchronize as it should. You can avoid these problems by checking the HubSpot-Salesforce integration settings. There are several different options to choose from in the settings:

  • Data will only sync from HubSpot to Salesforce if the corresponding field in Salesforce is empty. If it is not blank, the effect of the changes in Salesforce will be to overwrite the values in HubSpot to those in Salesforce. 
  • You can also select the option where HubSpot data is overwritten by Salesforce data and never vice versa
  • It is also possible to set the synchronization so that both platforms display the most recent values.
  • There is also an option to not sync the data and record changes manually at both locations.

Property mapping

   Each of the platforms assigns different properties to the records. The structure and interface of the records are also not identical, so what is in a drop-down list in HubSpot is in a pick-list in Salesforce. If you want to synchronize the property data from the drop-down list in HubSpot with its equivalent in the picklist in Salesforce, you need to create a property mapping. This also means that whenever a mapped property is deleted or updated on one of the platforms, it can cause synchronization issues. Fortunately, property mapping highlights errors that can occur.

Property values

   Synchronization errors can also occur if property values change over time. This is often the case, for example, with account owner properties. Companies often change employees and the original users are removed from the software. However, some contacts may not be updated with the new owners. Something similar can happen if a specific field is designated for a specific “persona” of a buyer, and later it is decided to update the persona. Outdated values may then remain in the software, and further synchronization problems will occur.

Contacts are not associated with a specific deal

   If a contact record is associated with a specific deal in HubSpot, the phase of this contact is automatically changed to “opportunity”. After the deal is closed and successfully completed, the phase will change to “customer”. However, if the “opportunity” is created before the deal is enabled for synchronization, it will not be synchronized to HubSpot. To mark opportunities as closed deals, they must be imported into HubSpot.

Contact partitioning in HubSpot

   Sometimes there may be a need to grant external team access to some of the contacts in HubSpot, but not all. In this case, you need to create a team. Each team member then has access to all contacts of the other members of that team. In addition, a so-called “dummy user” should be set up who only has access to a certain part of the information. Then, a field called “secondary owner” is created, from which a HubSpot user property is created. The fictitious user (“secondary owner”) is then made a member of a fictitious team to which external contacts will be added. This allows them to access the object but prevents them from accessing the internal user’s objects.

Currency issues

   If a business operates in many different regions, it probably has multiple currencies set up in Salesforce. However, when syncing with HubSpot, the data may then be incorrect. While both platforms do have the ability to list multiple currencies, unfortunately, these features do not get along very well when syncing. The common field for HubSpot and Salesforce is the amount field. This is automatically synced. In Salesforce, the selected location determines the currency that is displayed – if the location is Germany, it will display EUR and so on. The base currency in the Administration module reflects the system currency. However, if no base localization is configured, the currency becomes the US dollar. So, a situation may occur where EUR is set as the default currency in HubSpot and USD is set as the default currency in Salesforce, and then a 1000 EUR deal is synchronized as a 1000 USD deal.

   To resolve this issue, it is desirable to ensure that the Amount field is synchronized in the base currency, not the alternate one. Once synchronized, you still need to ensure that the preferred system (usually the one used for financial reporting) is set as the preferred field – it is always recommended to prefer Salesforce.

Terminology – Campaigns

   In each platform, the word “campaign” means something different.

   In the case of HubSpot, it is a set of resources. It is possible to create reports showing which contacts are associated with which campaigns.

   In contrast, Salesforce considers campaigns to be lists of contacts. The reports show who has connected with the resource and can be used to manage campaigns or export segments within the data. Unfortunately, Salesforce campaigns cannot be added to HubSpot automatically – you have to do it manually beforehand.

Terminology – Contacts, and Leads

   In HubSpot, there is one record for contacts and leads – both of which are contact records regardless of what stage a person is at in the sales process. Once someone downloads content or fills out a form, HubSpot creates a contact record for them.

   Within Salesforce, it is a bit more complicated. That is because the platform keeps both lead and contact records, and those terms mean different things depending on the specific Salesforce setup. Leads are considered to be purely new records that the sales team has not reached out to yet. Even though related companies or records already exist within the platform, leads will not be associated with them until a sales rep converts them into contact – this happens at the point when outreach has begun.

   Therefore, it is advisable to identify language inconsistencies affecting the process and plan to resolve them before the integration begins.

Lists

   Segmentation is very important for effective lead nurturing, and the use of lists can be a very important part of many processes. HubSpot users create lists to segment leads according to well-defined criteria, and Salesforce users create lists with reports. However, when integrating contact records, you cannot just collect lists from one platform and automatically create them in the other. If it is desirable for HubSpot and Salesforce users to have the same lists, they need to be created independently and use the same basic criteria.

Not everything can be integrated

   For example, activity-level data within HubSpot (= data points visible in the timeline of a contact record) cannot be fully converted to Salesforce. Instead, they are displayed in a special window that cannot be manipulated. Similarly, the other way around – you can only partially access and manipulate task information from the HubSpot side.

   It is key to be clear about which data is most important in any given campaign before launching it, and to check whether and how it will be exchanged between the two platforms, including whether it is a two-way or only one-way sync.     (IDS agency, Weidert Group, New Breed, Six & Flow)

Useful tips

   When HubSpot cannot locate contacts, companies, and closed deals, it is recommended to check the sync errors and the tabs for each type for details.

hubspot salesforce sync errors
HubSpot-salesforce sync errors tab

   Hubspot offers a tool for active lists that specify which contacts will sync with Salesforce. Those that are not on the list will not sync.

Finally

   Each of the platforms mentioned is different. Salesforce has many tweaks and relies on segmentation and permissions to ensure that its clients’ data is protected. HubSpot can do this too but to a lesser extent. Compared to Salesforce, however, it is more intuitive, and if something is not working, it will display a warning as to what it is and how it can be fixed.

   Unfortunately, the Salesforce integration into HubSpot has its shortcomings. Chief among the reasons for sync issues are permissions – these should be particularly looked after. However, if prospective installers do their research in this area beforehand, take the appropriate precautions, and watch out for potential threats, this step will allow marketing and sales teams to communicate better, share important data, and save a lot of time and energy.

   In any case, I am here to help you to tackle this challenge from the beginning. From my experience, the sooner the implementation begins, the better results can be achieved. Don’t hesitate to contact me.

About Lukas Liskovec

About Lukas Liskovec

I help to my clients grow their companies by implementing data-based marketing, digitized sales processes and technologies that add value to the process.
Read one of my articles! It will only take you a moment, but it will enrich you all the more with lots of new information!

Find out more
Share on facebook
Facebook
Share on twitter
Twitter
Share on linkedin
LinkedIn
Share on pinterest
Pinterest

More blogposts:

What is Hubspot?

   Nowadays, it is easy to start a company, but it is more difficult to maintain its growth and ensure a good position in the market.

Read more »
Growth Hacking Mix

What is growth hacking?

What is Growth Hacking?        Growth Hacking is a type of marketing that looks for unconventional methods to help the company and the product grow. The

Read more »

I am here for you and your business:

Implementation of technologies

I implement and effectively manage services of Google, Facebook and Seznam including specilized tools like Mixpanel, Hotjar or Adform.

Advertia Digital

Klukům z Advertie pomáhám s digitální analytikou a obecně technologiemi v marketingu.

advertia digital

Interpretace dat

Základem správného řízení firem je využívání dat. Co člověk neměří, to neřídí. Vytvořím pro Vás přehledný systém reportování, díky kterému zjistíte, jak se uživatelé na vašem webu chovají a proč se tak chovají. Dokážu také udělat ad hoc analýzy na základě kterých je možné stavět hypotézy o problematických oblastech vašeho podnikání.

Data-driven online marketing

Na zákaldě dat, analýzy uživatelů a vašeho podnikání Vám vytvořím online marketingovou strategie, která přinese měřitelné výsledky. Vaše marketingové kampaně tak budete mít vždy pod kontrolou. 

Data-driven proces změny

Využijte potenciál svého podnikání naplno. Provedu Vás procesem validace podnikatelského modelu, zaměříme se na pochopení cílové skupiny a optimalizaci celého marketingového mixu. Dále díky kvalitní implementaci analytických a testovacích nástrojů zefektivním pohyb uživatelů na webu a maximalizuji jeho výdělečnost.

Komplexní eCommerce poradenství

Potřebujete vymyslet celou Vaši digitální strategii? Přemýšlíte jak posunout Váš startup nebo zaběhlou firmu dále? Chcete zjistit názor zkušeného odborníka na Váš online projekt? Pojďte si o tom popovídat. Probereme zda Váš projekt má na trhu šanci, případně jak ho zefektivnit, kolik Vás to může stát a kolik to může vydělat.

Zprostředkování podpůrných služeb

Potřebujete spolehlivého grafika? Nebo programátora? Nenaleťte a nechte si doporučit dodavatele, který je již ověřený nejen mnou, ale i dalšími referenčními projekty. Od grafiky a překladů, přes vkládání dat až po linkbuilding.

Optimics

Má role v Optimicsu začala na pozici analytika, právě díky tomu mám stále velmi velký focus na data a jejich interpretaci. Postupem času jsem se přesunul do pozice více zaměřené na sales/business development. Společně se zbytkem týmu pomáhám vést směřování firmy z hlediska akvizice a spoluprací s klíčovými partnery, jako například Google, s kterým velmi úzce pracuji a pravidelně se účastním událostí ve Varšavě a Dublinu. V Optimicsu také zajišťuji přesah do marketingových oblastí. Právě díky Optimicsu jsem získal mnoho zkušeností díky práci pro největší klienty v ČR (Mall, Skoda, Kiwi, Invia).

optimics

Acomware

Acomware je agentura, ve které jsem měl svoje první oficiální zaměstnání na pozici PPC stážisty. Díky této zkušenosti jsem nabral základní přehled o tom jak to funguje v běžných agenturách.

Acomware

Interpretation of data

I will tell you a story about the users who visited your Web. I will create a clear reporting system. Thanks to it you can find out how users behave on your Web and why they do so.

Acomware

Acomware is an agency where I had my first official job as a PPC trainee. Thanks to this experience I gained a basic overview of how it works in regular agencies.

Acomware

Advertia Digital

I help the Advertia guys with digital analytics and marketing technologies in general.
advertia digital

Optimics

My role in Optimics began as an analyst, which is why I am still very focused on data and data interpretation. Over time, I moved to a more sales / business development position. Together with the rest of the team, I help lead the business in terms of acquisition and working with key partners like Google, with whom I work very closely and regularly attend events in Warsaw and Dublin. In Optimics, I also provide an overlap into marketing areas. Thanks to Optimics I gained a lot of experience thanks to working for the biggest clients in the Czech Republic (Mall, Skoda, Kiwi, Invia).
optimics

Complex ecommerce consulting

Do you need to devise your entire online strategy? Thinking how to move your startup further? Do you want to know the opinion of an experienced expert on your online project? Let’s talk about it. We will discuss whether your project has a chance on the market, how much it can cost you and how much it can earn.

Data-driven change process

Make use of the full potential your web. Thanks to quality implementation of analytics and testing tools I can increase the efficiency of moving users web and maximize its gains.

Data-driven online marketing

I will create marketing strategies using data and the latest trends which bring measurable results. This will keep your marketing campaigns under control.

Implementace technologií

Implementuji a efektivně spravuji nástroje od Googlu, Facebooku i Seznamu včetně specializovaných nástrojů jako Mixpanel, Hotjar či Adform. Mix technologií neustále rozšiřuji vzhledem k aktuálním trendům.