Closing the Sales and Marketing Divide with the HubSpot Salesforce Integration

As you know, the goal of inbound marketing is to attract, convert, and nurture leads as they conduct research online. As leads continue to access your marketing content, convert of landing pages and engage on social media HubSpot progressively builds a detailed profile of each lead’s personal contact information, interests and engagement history with your organization.

Surfacing HubSpot’s lead intelligence in Salesforce is the secret sauce for shortening your sales cycle and closing more deals. The HubSpot and Salesforce connector enables organizations to meld sales and marketing data, so everyone is working from the same page.

This post outlines the benefits of integrating HubSpot and Salesforce data including how organizations can use HubSpot data to improve lead-to-customer conversion rates, close deals faster and measure the entire customer lifecycle.

How does HubSpot’s Lead Intelligence help the sales team?

HubSpot’s Salesforce Connector syncs all of the most important lead intelligence right into Salesforce in real-time so your sales team can take action on leads immediately. The faster you get the right leads into the hands of your sales team, the more likely they are to close.

For sales teams that are accustomed to cold calling and email blasts, this sudden influx of lead intelligence is a welcomed change of pace. By the time a lead has progressed down the inbound marketing funnel and is qualified for direct sales engagement, HubSpot will have collected a significant amount of personal information, including:

  • First and last name
  • Email
  • Phone number
  • Job title
  • Social media profiles
  • Budget
  • A history of relevant social media conversations

Additionally, HubSpot captures a complete history of each leads interaction with your marketing content. The HubSpot Salesforce Connector arms your sales team micro level lead intelligence, including:

  •  Contact Source – The original source of the contact, how they found your website
  • Website visits – A complete history of the pages that each contact has visited
  • Emails – A history of the emails that were sent to the contact and the actions they took
  • Form submissions – A history of the forms that a contact has submitted
  • Automation events – A history of the workflows that the contact has been active in
  • Lifecycle change – A history of changes to the contact’s Lifecycle Stage and which marketing events moved them along

The connector’s real-time, bi-directional synchronization ensures that members of the sales and marketing teams are always working from the same information and that leads and customers are in a conversations with one company, not two departments. With access to HubSpot’s lead intelligence the first discussion with a well-qualified inbound lead is a far cry from a cold call.

Focus on the most qualified and highest value leads

Within the HubSpot tool marketers have the ability to implement custom lead scoring. As leads convert on content offers, provide contact information and express interest in your product or service you can assign a score based on their actions. For instance, if a lead downloads a whitepaper that might be worth 10 points, if they watch a demo video that might be worth 15 points and requesting a live consultation is worth 35 points. Based on custom lead scores the sales team can improve the ROI of the efforts by focusing on the most qualified and highest value leads.

Closed-loop Reporting

The HubSpot’s Salesforce Connector brings together sales and marketing data from the entire customer lifecycle. With the help of the two platforms organizations can measure the impact of every customer interaction, from the moment a lead finds your website, to the time their contract is signed, sealed and deliver. Measuring the entire customer lifecycle is commonly know as closed-loop metrics.

“Closing the loop” essentially means that the sales teams reports back to marketing about what happened to the leads that they received. Understanding if leads became paying customers, have become unqualified, or they didn’t have the budget for your product/service helps sales and marketing fine tune their efforts.

Closed-loop data enables marketers to uncover which sales and marketing activities assisted in moving leads through the customer lifecycle, measure the best and worst lead sources, the value of a lead and the close rates for each lead generation channel. Closed-loop reporting answers the age old conundrum “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”


If you are one of the elite marketers that has access to both HubSpot and Salesforce you are armed with a very powerful tool set. HubSpot’s Salesforce connector puts all of the technology and automation in place for killer sales and marketing alignment.

Want to learn more about how tighter alignment can make a positive impact on your bottom line?

Learn how marketers can collaborate with the IT department to leverage emerging technologies and implement business systems that improve customer experience and create competitive advantage

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