You can’t talk about revenue operations (RevOps) without talking about integration. After all, RevOps is centered around the strategic integration of sales, marketing and service teams to drive sustainable revenue growth. But achieving integration takes integration.
With a vast app marketplace that only continues to grow, HubSpot gives businesses the tools they need to knock down the walls between siloed operations and drive alignment. As a HubSpot accredited partner and RevOps solution provider, we’ve seen firsthand how — when backed by the right strategy — HubSpot CRM integrations can support clients in optimizing their revenue journey.
Of the key areas where we’ve seen HubSpot CRM integrations have the biggest impact, integrations with data enrichment tools and ERP systems top the list.
Tools like Apollo.io and ZoomInfo offer an extensive breadth and depth of data about leads. Through a HubSpot CRM integration — which is available for both platforms in the app marketplace — this data can be used to enrich HubSpot contact and account records, which improves lead routing and segmentation efforts. And, as highlighted in the example below, connecting data points between platforms can foster a better user experience that drives viable prospects to take action.
Too many fields on a form can create friction with potential leads, causing them to abandon ship. Having experienced this issue, one employee engagement solutions provider turned to our RevOps team for support in increasing conversion rates.
Using HubSpot CRM integrations, we were able to implement FormComplete from ZoomInfo into the client’s tech stack. FormComplete allowed us to streamline the number of form fields, displaying only email addresses at first. If the email address is known in ZoomInfo, all remaining form fields are automatically populated. It’s only when the additional form fields are unknown that they are displayed to the prospect.
This integration made it as easy as possible for leads to convert on forms. And the results are testimony to that: in the six months after FormComplete was implemented, the average form conversion rate increased by 46%.
ERP systems like Acumatica and NetSuite help companies unify business functions to minimize friction and increase revenue. HubSpot CRM integrations with these ERPs via marketplace apps brings together business-critical data in a way that further streamlines processes and maximizes productivity. By removing data silos and empowering sales to manage the entire sales process from a single platform, businesses can take actionable steps to shorten their sales cycles.
Accessing quotes and invoices can often mean toggling between a CRM and an ERP. HubSpot CRM integrations with leading ERPs like NetSuite empower companies to set up and view sales order information with fewer manual steps.
Our RevOps experts worked with one client, a fastener supplier, on a HubSpot-NetSuite integration to streamline sales order processes and boost transparency and team alignment. Once a sales order is raised in NetSuite, an invoice is created directly from that NetSuite sales order. Information from that invoice is then pushed back to HubSpot to provide visibility into final sales numbers. The data mapping strategy included ensuring syncing rules update/overwrite data properly, with data mappings kept to a minimum to reduce unnecessary strain on API calls.
With this process in place, the supplier has saved time and also gained more visibility into their account-based marketing (ABM) efforts, which have generated more than $850,000 in attributed sales. These insights have helped the team justify a bigger investment in next year’s ABM budget while also ensuring our marketing efforts are aligned with activities proven to generate revenue.
While data enrichment tools and ERP systems are a point of emphasis in HubSpot CRM integrations, integrations with ad management platforms and social media tools remain part of the RevOps conversation — for good reasons.
Take the Google Ads integration with HubSpot as an example. While allowing you to create ad audiences right in HubSpot from a CRM data point, you can also trigger workflows based on ad interactions to ensure relevant follow-ups in a timely manner. In HubSpot, you can also see which keywords are driving the most cost-effective conversions and use those insights to optimize future bidding strategies.
Integrating social platforms HubSpot not only makes it easier to create and schedule content; it gives you visibility into whether or not that content is working for your business. Performance metrics in HubSpot help you refine your social media strategy to ensure time is spent on initiatives that resonate with and engage your target audience.
At the end of the day, RevOps is about uncovering hidden growth opportunities. While HubSpot CRM integrations open up the door to these opportunities, it’s how you use these connections that will determine their impact. As a RevOps solution provider, Kuno combines the right HubSpot CRM integrations with the right strategies to achieve real results.
See more examples of our RevOps work — and when you’re ready to chat, schedule a free consultation with us.