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Connecting the Dots: The Power of HubSpot to Salesforce Integrations

Tamryn Waters | 11 June 2024

If you've come across this article, chances are you're in a Salesforce vs HubSpot war between your sales and marketing teams and in search of a solution. You might be seeking to bring peace, break down the silos and join the dots between the two CRMs and their loyal users. The good news is that the Salesforce to HubSpot connection provides a more comprehensive marketing tool, efficient sales enablement, and in-depth attribution reporting.

Although it's possible to integrate a variety of tools with Salesforce to achieve various parts of the functionality you require, HubSpot emerges as the first choice for seamless integration with Salesforce. This effective integration addresses the CRM inadequacies that you may be encountering in your business and assists to create harmony between sales and marketing operations.

Salesforce x Hubspot

The Mighty Salesforce and HubSpot Integration 

Salesforce is a cloud-based software company that offers a variety of tools for businesses, but it's especially well-known for its customer relationship management (CRM) software. CRM software helps businesses manage all their interactions with customers and potential customers, which can include things like sales leads, marketing campaigns, and customer service interactions.

In our humble opinion, and based on customer feedback, we find that Salesforce presents some inadequacies when it comes to one centralised hub to manage your sales, marketing and service operations from a single source of truth. Common concerns that we’ve encountered from Salesforce users are the disconnected systems, and third-party tools that are outdated or insufficient to get the job(s) done (especially if you are trying to break down cross-departmental silos and improve sales to marketing workflows in your organisation). Having disjointed tech stacks and inefficient operational processes makes it hard to sync your data to make informed data-driven decisions.

Enter HubSpot, the customer relationship management (CRM) platform engineered to facilitate business growth by dismantling cross departmental silos and uniting marketing, sales and service operations teams. HubSpot aims to attract qualified leads, accelerate sales cycles through personalised marketing experiences, and ensure customer satisfaction from a single source of truth.

In a nutshell, connecting Salesforce with HubSpot bridges the gap between sales and marketing, fostering a more collaborative environment that drives sales and enhances marketing effectiveness.

Cloud Based-2

Why Would You Connect Salesforce to HubSpot?

As mentioned above, if you’re in the middle of a Salesforce vs HubSpot war with your sales and marketing teams, you’re probably fully aware of the fact that (generally speaking), the sales team loves Salesforce and the marketing team loves HubSpot. Undoubtedly, they are both powerful business tools that bring value and a vast number of benefits to your organisation. However, managing and integrating business data across various platforms can be intricate and time intensive.

Therefore, marrying up the mighty Salesforce with the powerful HubSpot allows you to connect sales, marketing and service operations to power up your RevOps strategy. The Salesforce to HubSpot integration streamlines processes and minimises errors through synchronisation and automation.

Sync all your essential business data to HubSpot to gain detailed insights into your customers and their interactions. This deeper understanding of their needs and preferences allows you to offer personalised experiences that enhance engagement and foster loyalty among your customer base. Therefore, spinning your growth flywheel faster and ultimately growing your bottom line.

Salesforce x HubSpot Infographic 3 updated

The Benefits of Integrating HubSpot to Salesforce

Linking up Salesforce with HubSpot provides a range of significant benefits that can easily and quickly improve your business operations:

  • Data Synchronisation:
    Integrating Salesforce with HubSpot ensures that both systems share data seamlessly. This means that customer information, sales details, and interactions are synced in real-time across both platforms, providing a complete view of customer interactions and history.
  • Lead Management:
    HubSpot's marketing automation capabilities, along with Salesforce's CRM features, boost lead management effectiveness. Marketers can cultivate leads using personalised content and automated workflows in HubSpot, while sales teams can directly access these qualified leads in Salesforce to close deals more efficiently.
  • Improved Segmentation & Targeting:
    This integration allows for detailed segmentation of leads and customers based on data from both platforms. This enables more targeted and personalised marketing campaigns, improving engagement and conversion rates.
  • Better Customer Experience:
    With shared information and insights across departments, businesses can ensure a more cohesive and personalised customer experience. This consistency often leads to higher customer satisfaction and loyalty.
  • Streamlined Processes:
    The integration removes the necessity for manual data entry and reduces the risk of errors. By automating the flow of data between the two platforms, processes are streamlined, which saves time and enhances operational efficiency.
  • Enhanced Analytics:
    By linking HubSpot’s marketing data with Salesforce’s sales data, businesses gain deeper insights into the entire customer journey. This holistic view enables more accurate ROI analysis and better decision-making based on comprehensive analytics.
  • Closed-loop Reporting:
    This feature allows marketers to track which marketing initiatives are directly contributing to closed deals. By understanding what’s working and what’s not, businesses can optimise their strategies for better results.
  • Increased Sales Productivity:
    Sales teams can directly access HubSpot lead intelligence, such as website visits, email interactions, and overall engagement, within Salesforce. This data enables the sales team to prioritise their activities and customise their strategies to align with the specific needs and interests of prospects.
  • Alignment between departments and teams:
    Because data is synced between Salesforce and HubSpot almost instantaneously, sales and marketing teams are aligned with the sharing of that data, so one system is no more up to date than another. This supports a RevOps strategy to bring teams together, eliminate department silos, and allow employees to work off the same up to date data friction-free.


Struto’s CORE Connector vs HubSpot’s Marketplace Connector

HubSpot provides a Salesforce integration connector in their Marketplace. The tool is simple to install and provides a solid connection between the two business systems. However, there are some limitations including the fact that properties can only be mapped to properties of the same or a compatible type. For example, if you have a single line text field in Salesforce, you cannot map that to a drop-down select field in HubSpot. Therefore, more complex integrations require a custom integration solution.

Struto has developed a highly customisable middleware tool that excels in integrating HubSpot with Salesforce, among other systems. Choosing CORE to connect Salesforce with HubSpot, instead of using HubSpot's standard marketplace integration tool, offers several advantages tailored to businesses seeking deeper and more specific integration capabilities.

  1. Customisation:
    CORE's ability to tailor integrations means that businesses can have a setup that closely aligns with their unique workflows and data requirements, enhancing operational efficiency. This customisation goes beyond the often one-size-fits-all approach of marketplace tools, providing the flexibility to address specific business challenges effectively.
  2. Integrated Business Systems – aka "The Lovestack":
    CORE supports a broader range of systems and applications beyond just CRM, including financial software like Xero and ERP systems such as SAP. This versatility is crucial for businesses that operate with a complex mix of modern and legacy systems, ensuring that all components can communicate seamlessly without the limitations that native connector integrations might impose.
  3. Security & Compliance:
    Furthermore, CORE's robust security protocols ensure that all data transfers between HubSpot and Salesforce are secure, minimising the risk of unauthorised access and data breaches. This is particularly important for businesses that handle sensitive customer information and need to maintain compliance with various data protection regulations.

Deploying CORE for Salesforce to HubSpot integrations ultimately enables businesses to leverage their technology investments more effectively, driving growth by automating data flows, improving customer experiences, and making better-informed, data-driven decisions. This strategic approach to integration empowers businesses to innovate and adapt to market changes dynamically, backed by a solid technological foundation.

Core infographic Opt

Next Steps

At Struto, we have successfully assisted businesses in a variety of industries to integrate their business systems with HubSpot. Feel free to take a look through our success stories that demonstrate a well-established and proven track record of technical expertise

Discover more about our integration services on our CORE product page or contact one of our advisors to discuss your specific integration requirements.











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