Hubspot and Salesforce are two of the most popular marketing and sales platforms. When integrated, you have a powerful system that helps you share data, increase productivity and save you costs. Strong integration between the two can help you save time, increase productivity, and your bottom line. However, if you can’t achieve proper integration, Hubspot-Salesforce integration issues can cause more problems than solutions.
It is not uncommon to find sales teams using Salesforce and marketing teams utilizing HubSpot. Harnessing both teams’ data requires coordinating these siloed systems so that information sharing is seamless between them. Here is where software integration comes in handy. According to Gartner, this is, “the process of enabling independently designed applications to work together.”
So if your sales and marketing teams aren’t using the same software for their CRM and marketing automation, it’s imperative that those platforms are able to communicate with one another.
It is a daily topic in organizations to ensure marketing and sales are aligned. To accomplish mutually beneficial goals, teams need to be aligned and enabled to work together. The same coordination should exist between the teams’ software.
Assuring a flawless integration should be the first goal. Below, we discuss the top five most common Hubspot-Salesforce integration issues to watch out for.
Most Common Hubspot-Salesforce Integration Issues
Software integrations can boost productivity and offer new insights into business processes, but they can also slow down processes if not implemented strategically. Why review Salesforce HubSpot integration issues? By knowing about them, you can plan accordingly and prevent them from happening.
1. Difference Between Contacts and Leads
HubSpot has just one contact record for people while Salesforce has two: leads and contacts. This means that HubSpot has marketing and non-marketing contacts while Salesforce has leads and contacts.
Non-marketing contacts cannot be included in certain marketing interactions like marketing emails, ads, or marketing actions in workflows but can be kept in your CRM for other purposes.
The standard setup between HubSpot and Salesforce is to have new contacts in HubSpot become leads in Salesforce. When an opportunity is won in Salesforce, the contact in HubSpot enters the customer stage in the lifecycle.
Depending on your business and sales process, you will need to determine how you want your contacts to be created.
2. Property Mapping
Property mapping means syncing HubSpot contact, company, and deal properties with Salesforce lead, contact, account, and opportunity fields.
Seamless syncing requires the object properties to be the same or you will have to manually change data in one system. Make sure you set the properties to be the same type to avoid this.
3. Contact Syncing and Rules
A common problem is seeing that data is not syncing properly between Hubspot and Salesforce due to a misconfiguration in sync rules. When sync errors occur, it can commonly be attributed to how you’ve defined your updates to occur (rules).
The property mappings stage will give you the opportunity to specify when and how the mappings will be updated in HubSpot and Salesforce.
If data does not align between the two platforms or updates were made in one platform without impacting the other, checking your property mapping sync rules should reveal the reason why.
4. Failing to Tag Contacts on Campaigns on Both Platforms
Campaigns in HubSpot and Salesforce are entirely different things. A campaign in Salesforce is a list of contacts while in HubSpot it is a grouping of assets such as blogs, landing pages, workflows, emails, etc.
If you are not able to link these two, you will miss the opportunity to track campaigns from HubSpot into Salesforce to measure the ROI of marketing.
Since you are utilizing two different pieces of software, it’s imperative that they’re talking to one another and no information is being left behind. Check out the tips below to avoid some of the most common Hubspot-Salesforce integration issues.
Tips for a Successful Hubspot-Salesforce Integration
A seamless HubSpot and Salesforce integration will allow a smooth sync of information between platforms, removing any obstacles between the alignment of the marketing and sales efforts.
As reinforced by GetApp, “Software integrations become critical to facilitate the easy exchange of information between different systems. This reduces the errors that employees may make when manually entering data into multiple disconnected systems. With software integration, systems become connected which saves businesses time as they get a consolidated view of processes from a single system.”
Here is how you can take advantage of the benefits of Hubspot-Salesforce integration before you begin integrating the two platforms.
1. Understand Your Entire Sales Process
This will help you with the contact/lead difference between platforms and the property mapping issue mentioned above. By understanding and learning the ins and outs of your sales process, you’ll know what you need to capture in your HubSpot and what type of information needs to be passed over to Salesforce.
Using this approach, you’ll solve the buyer journey and create the appropriate fields before setting up the integration.
2. Jargon and Data Differences Between Platforms
This will help with the contact syncing and rules issue. As we have discussed, some variables in the platforms have different names and labels. The trick is to ensure the actual field names are the same, even if they have the same values.
Paying close attention, validating, and evaluating the information uploaded and its record type will help you easily scale the information you have processed while maintaining the segment records accurately.
3. Sync Only Clean Data
This will help with sync rules. Make it a point to clean your data before moving it. This means removing contacts that have previously bounced, duplicate contacts, old contacts that have never engaged with you, or any other qualifications that will help remove unwanted contacts.
4. Choose the Right Integration Software
All of the problems listed above can be solved with this one as well since most of them are not easy to resolve with native integration.
You may be able to connect the two platforms and begin sharing data, but you will hit a wall with customization. For example, if you have created any “custom objects” in Salesforce, you will not be able to sync them using this integration.
Another limitation of the native integration tool is that you can only select one default object. As is evident from the name, custom integrations allow for a great deal of customization and flexibility.
Choosing the Right Hubspot-Salesforce Integration Software
Many companies often find that the integration between Hubspot and Salesforce leads to some unintended consequences. They can’t always move, merge, reconcile, or alter data in the way that they imagined. Certain data issues can also cause the sync between the two platforms to break causing further data-related troubles.
Usually, companies don’t realize how troublesome these issues can be until the integration is already in place. Then they are left scrambling for a solution.
We just mentioned the most common problems, but you may come across others as well. Even with the tips mentioned to fix each one of them, the entire process might overwhelm you. Therefore, minimizing Hubspot-Salesforce integration issues will save you time, peace of mind, and even money.
The following list will help you choose the right software to automate the integration:
1. Simple no-code software, which means no technical support or technical staff required.
2. An easy-to-use interface designed especially for non-technical users.
3. Cleansing and enriching data in multiple layers for extra data hygiene.
4. Troubleshooting and error management guides.
5. A support team to assist you in the integration process.
6. Flexible pricing strategies for growing businesses.
You can grow and manage leads with HubSpot and Salesforce, from the first touchpoint to closing the deal. With HubSpot and Salesforce combining forces, your business can improve its business management by narrowing the gap between sales and marketing. Plus, with a successful integration, you will be able to track leads more effectively, from simple inquiries to optimizing sales.
Would you like a no-code software that greatly reduces the Hubspot-Salesforce integration issues while allowing your marketing and sales teams to customize and be as flexible as possible? Request a demo of Vertify and leverage these two powerful marketing and sales platforms.
Author: Matt Klepac | CEO | Vertify