As the modern sales and marketing director or CXO brings his or her company up to speed through its digital transformation phase, there’s much more work to be done than simply digitizing and automating their B2B sales and marketing department using out of the box solutions. The issue is simple: as sales and marketing teams become more and more closely integrated and intertwined, they now face the problem of integrating their marketing and sales management systems to best penetrate their B2B sector. The marketing department is racing through the pipeline with their their Hubspot implementation, while the sales department lives and works in their Salesforce CRM. The two departments talk together, and management encourages this new sales + marketing (smarketing) ecosystem to communicate and thrive, but are the platforms themselves communicating properly and efficiently?
What benefits could be found through enhanced Hubspot and Salesforce integration, and what pain points are encountered along the way? Does a solution exist to handle data migration with a methodology that defines B2B sales and marketing infrastructure to the best capacity of both platforms?
Join us as we explore these integrations along with bettering our understanding of the modern sales and marketing practices of smarketing, pipeline marketing, and analytics, discovering our best solution in the process.
First of all, let’s define a couple key things to understand when we discuss the strategies of a modern sales and marketing approach. B2B Pipeline marketing and smarketing both share a common set of goals-- a top level approach to the entire sales and marketing process-- but there's an important distinction between the two. Pipeline marketing is the process whereby sales and marketing are brought together around the common goal of generating revenue. Lead generation, qualification, and other steps along the way are the tools that make this possible, but by focusing on the sale at the end of the sales funnel (the "pipeline"), the revenue itself becomes the focal point, ideally increasing revenue overall.
Smarketing on the other hand (sometimes referred to as s-marketing or SMarketing) is the process of integrating sales and marketing efforts within an organization. Most simply, B2B smarketing is bringing a sales team into alignment with a marketing team, forming a sales and marketing ("smarketing") team with common goals and identified opportunities. This is done through frequent communication, establishment of mutually integrated roles, and accountabilities shared by the teams.
What then, is the solution achieving our integrated B2B sales and marketing goals? Thousands of companies in the US alone have subscribed to the services of Salesforce and Hubspot, as directors begin the digital transformation and then apply modern best practices for their sales and marketing teams. They have both platforms set up, and now have their hands on two very potent new tools-- Hubspot for marketing automation and Salesforce for CRM. Perhaps they have even begun to integrate the two using an “out-of-the-box” integration solution. Unfortunately, currently solutions only “map and sync” data between the two platforms. This alone won’t suffice-- an expert level approach is often now necessary to ensure proper implementation every step of the way.
Data migration is a great place to start, but if best smarketing practices are to be implemented, we must define and develop a methodology that provides an infrastructure to streamline both platforms to their full capacity. As such, teams can focus on the most important goal-- identifying the best opportunities that lead to conversion to revenue. As such, an enhanced Hubspot Salesforce sync would allow marketing teams to more comprehensively partner with sales teams, so that sales may improve on a number of fronts.
Some of these benefits would include:
The benefits are clear, as is the need for such an integrated solution for digital transformation in the market, but such a solution has not existed… until now.
The solution for HubSpot Salesforce integration is composed of three main phases: Design, Build and Scale, and Process Optimization. Let’s dive into each phase in more detail.
Design Phase begins with learning about the existing processes in marketing and sales an organization has, to then adapt and customize the solution in adherence with the best practices of what HubSpot and Salesforce sync will offer. From here, we enter into discovering precisely which steps in the pipeline require most attention and which elements of your marketing strategy will have the greatest and most actionable effect on revenue. From here we work together to design a plan which can be effectively implemented and followed through on. We consider every possible modular piece of your team needs and resources, examine data hygiene, and communication elements, to comprehensively incorporate these into both the integration and your larger digital transformation roadmap. We consider much more than just application integration.
We ask ourselves: how may we more fully use all tools and existing best applicable practices at our disposal within Salesforce and Hubspot, as well as in conjunction with these applications, to develop the most comprehensively robust toolset possible? Such modern tools may include automation, big data and analytics, AI and machine learning, chatbots for lead qualification and customer service management at scale, and advanced business intelligence metrics.
Now comes the fun part: Build and Scale.
This phase is where we roll up our sleeves and dive into the nitty gritty of the build. Here, we see the actual implementation, including Apex coding and definition of rules on the Salesforce side, along with workflow automation and lead scoring on the Hubspot side. We consider everything, from your company size, number and complexity of your applications, IT infrastructure, sensitivity of your shared data, and even the types of users and services accessing the data. From here, we utilize custom and state of the art integration tools and APIs, along with AI and machine learning, to understand and provide the perfect solution for your application integration infrastructure.
We configure AI to execute smart tasks and make predictions, then take actions based on these predictions. Rules are created to automate software tasks that would previously be handled by a team member, freeing your teams up to focus more on the big picture and get less bogged down in the mundane and routine tasks of the past. This is known as digital process automation. We empower sales teams and increase revenue by first automating a multitude of tasks on the side of the marketing team, saving them time and allowing them to better focus on what they are here to do: take a qualified lead effectively through the funnel, in an efficient manner every step of the way.
We migrate data as necessary and ensure it is properly implemented, cleaning up and eliminating errors along the way in order to ensure best practices for perfect data hygiene. We prepare, we extract, then we map how everything will connect and communicate. From here, we load, test, and validate. Any issues with data hygiene and cleaning up what we find once the data is synced between the two systems we address as necessary. We’re with you every step of the process to ensure you get exactly what you need from your digital transformation, for many years to come. Not only will your business be more efficient and generate more revenue, but you can rest easy knowing that everything has been set up properly from the start, and you can continue to scale upwards from here. The result is new business superpowers that affect positive change not just for sales, marketing, and revenue, but for your business model and company as a whole through greater B2B market penetration.
Once we have planned, designed, built, and implemented, now comes the critical final phase of optimization. Key performance indicators, reporting tools, and analytics are all implemented to ensure you consistently get the most out of your integration, as your teams more effectively collaborate and your pipeline grows. We shine light on your collaborations and business processes to allow your team leaders and management to make the best decisions possible through newly provided insights. Using big data and analytics we provide these business insights and intelligence in an easy to understand format, showing where you’ve been, where you’re at today, and where your business is on track to go. Better information means better decisions, which ultimately mean lower risk and a healthier company overall. AI takes these big data sets and interprets them for us in the most efficient manner possible.
While there are many moving parts to consider, we hope you walk away with a better understanding of how everything works together, and how all boats truly will rise with the tide. Better communication, more efficient automation, keener insights, and better decisions all work together in a positive feedback loop grow revenue, transform your company, and ultimately provide a healthier and more productive business ecosystem as a whole: from sales and marketing all the way up to executive and management roles in terms of measurable ROI and B2B market penetration.
When you integrate and transform your business the right way, truly everyone wins.