Mastering HubSpot to Salesforce Integration: A Fun and Easy Guide

In the fast-paced world of marketing, efficient coordination between your tools is crucial. Marketers need to seamlessly connect the HubSpot platform (Marketing Automation) with Salesforce CRM to elevate the Digital Marketing Initiatives. This integration ensures that every marketing activity is not just executed flawlessly in HubSpot but also automatically synchronized with the relevant records in Salesforce. Join us on this journey as I share insights into the process, highlighting the importance of strategic integration and providing a step-by-step guide for success.

Why HubSpot to Salesforce Integration is important?

Integrating HubSpot with Salesforce CRM isn't just a technological upgrade; it's a strategic move to scale up the marketing efforts. By syncing data between these two powerful platforms, we gain a comprehensive view of the marketing activities and their impact on customer relationships. It also helps to see the how the lead is performed towards Marketing Initiatives, and its scoring information from the CRM itself.

Selective Sync for Optimal Efficiency

While setting up the integration, one crucial decision is whether to sync all data or selectively choose records. Considering the limitations on the number of API calls, opting for selective sync proves to be the wiser choice for the marketers. This allows us to handpick set of specific records that matter, preventing unnecessary data clutter and ensuring efficient use of resources.

Avoiding Data Overload

With selective sync, we have the ability to exclude non-marketing contacts, such as hard bounces, soft bounces for ages, advertising contacts, and non-engaged contacts, from syncing with Salesforce CRM. This not only streamlines our CRM data but also enhances its accuracy by focusing only on contacts that contribute to overall marketing objectives and save time and efforts.

The Integration User: Your Key to Success

Central to this integration is the concept of an integration user in HubSpot. This dedicated user plays a pivotal role in ensuring a smooth flow of information between HubSpot and Salesforce.

The Salesforce User whose credentials are used to sign into Salesforce from the HubSpot Settings screen facilitates the connection between HubSpot and Salesforce -- we'll refer to this user as the integration user. If the integration user has read/write permission to a Salesforce record, the record is eligible to sync with HubSpot; stated differently, any Salesforce records that the integration user cannot read/write will not be eligible to sync with HubSpot.

Pre-Integration Instructions

Before diving into the integration process, it's essential to lay the groundwork. Our pre-integration instructions guide you through the necessary preparations, ensuring that your HubSpot and Salesforce environments are ready for a seamless integration experience.

1. In HubSpot, we have the option to synchronize all records or selectively choose the records we wish to sync.
2. Opting to sync all records eliminates the need to create a new list which the admin termed as inclusion list.
3. For selective sync, it is necessary to create an inclusion list with selected criteria.
4. To facilitate this, establish a new custom property in HubSpot named "Synch to Salesforce." This property will serve to categorize records that need synchronization with the CRM.
5. Inclusion List Creation: Generate a checkbox property named "Synch to Salesforce," which will be utilized for the inclusion list in HubSpot. Utilize a filter to identify contacts marked "Synch to Salesforce" as yes.

?Integration Setups: A Guided Tour

The actual integration setup might seem daunting but fear not! Our step-by-step guide walks you through the process, providing detailed instructions and screenshots to make the integration journey smooth and hassle-free. We cover everything from authentication to mapping fields, ensuring that you are equipped to handle each stage confidently.

1. Log in to the HubSpot Instance as an administrator. Navigate to the App Store and install the Salesforce Integration application.
2. Log in with the Salesforce integration user credentials.
3. Install HubSpot application in Salesforce CRM. Click start the Salesforce Package Installation to begin. Install the package for all the users.
4. Now choose the Data synch Settings. Choose selective sync by providing the inclusion list for syncing with Salesforce.
5. Default / Standard fields will be mapped automatically by HubSpot.
6. For any custom fields in Salesforce CRM, the new properties have to be created in the HubSpot instance. For the newly created custom fields, manual mapping is required from HubSpot to CRM.
7. The admin can also define contact sync rules, includes actions need to carry out in Salesforce CRM for the records created and deleted in HubSpot.
8. Select how individual fields sync between Salesforce and HubSpot using sync rules.
9. Check the sync health behaviors in the integration section.
10. Create an inclusion list in HubSpot using the field "Synch to Salesforce" and use it in the integration setup – the final step to sync data between HubSpot and Salesforce.
11. Perform quality checks by creating and updating records in HubSpot, ensuring updates reflect in Salesforce CRM.

Salesforce CRM To HubSpot Integration Steps:

Create HubSpot Integration Profile:

• Log in to Salesforce and go to Setup.
• Navigate to Profiles and clone the System Admin profile.
• Name the new profile as "HubSpot Integration Profile" and this profile need to be associate with the HubSpot Integration user.
• Revoke unnecessary permissions, specifically for objects synced with HubSpot.
• Remove "View All" and "Modify All" permissions for Leads, Contacts, Accounts, and Opportunities.

Create HubSpot Integration Role:

• Within Setup, navigate to Roles.
• Create a new role outside the organization chart and name it "HubSpot Integration Role."

Create Integration User with Custom Profile and Role:

• In Setup, go to Users and create a new user for HubSpot Integration.
• This user will be used to connect with the HubSpot Application.
• Assign the HubSpot Integration Profile and HubSpot Integration Role created in steps 1 and 2 to the newly created user.
• Designate the user as a Marketing user.
• Use this configured user to establish a connection with Salesforce CRM

Connect HubSpot and Salesforce:

• Utilize the user credentials created in step 3 to establish a connection between HubSpot and Salesforce.

Configure Sharing Settings:

• Create sharing settings and set rule-based criteria to selectively sync records from Salesforce to HubSpot.
• Assign these settings to the newly created integration user.

We do have the option to synch all the leads to HubSpot, or only selected synch. Since HubSpot is contacts-based subscription, selective synch is the wiser choice for salesforce to HubSpot integration too.

Configuring Sharing Settings in Salesforce for Selective Synchronization:

1. After completing all the necessary setups for integration, the next step involves configuring sharing settings within the Salesforce instance.
2. Navigate to Setup and access Sharing Settings. Adjust the organization-wide default settings to 'Private' for leads.
3. Proceed to Lead sharing rules and initiate the creation of a new rule.
4. Provide a name for the rule and define the sharing criteria based on specific parameters.
5. Specify the criteria for the fields intended to be synchronized back to HubSpot. Ensure that the "Sync to HubSpot" option is set to true. Notably, only Marketing Lead Sources should be synchronized with HubSpot. Other than Marketing leads if it's progressed to positive stages like nurtured and qualified, then those leads can synchronize with HubSpot and include them in the Newsletter Campaigns.

By carefully configuring these sharing settings, you can achieve a selective synchronization process that aligns with the desired criteria for sharing leads between Salesforce and HubSpot.

Post Integration Steps: Celebrate Your Success

Once the integration is complete, it's time to celebrate your success. Our post-integration steps help you verify that everything is working as expected and provide tips on ongoing maintenance. This ensures that your HubSpot and Salesforce integration continues to deliver value, giving you the insights needed to fuel your marketing strategies.

In conclusion, integrating HubSpot with Salesforce CRM is a strategic move that empowers your marketing team to reach new heights. With the comprehensive guide, you're not just connecting two platforms—you're unlocking the full potential of your Digital Marketing initiatives.

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