Sometimes the quest to connect all your tech platforms can feel a lot like Frodo’s journey to Mordor. You see the end goal so clearly. You know you need to get there and you know how to get there, but along the way you keep getting assaulted by things. Ringwraiths, orcs, CRM limitations…they’re all trying to keep you from tossing the inefficiencies of disconnected platforms into the fires of Mordor. Worse, as you’re trying to create a system that works, there’s a little whisper in your head questioning the value of it all.
I’m here to tell you that it is worth it (does that make me Gandalf?). If you take the time to strategize a system of automations for your teams, you’ll end up with a more efficient and effective organization.
Integrations can save your team time, help close more sales and ultimately increase revenue. Sounds like big promises? Maybe they are, but when you consider just how much software applications contribute to your business, taking the time to optimize them really should create big results.
We’re going to talk about how integrations work and some high-impact use cases for integrating with HubSpot in a minute, but if you need a summary to help convince the Fellowship that the journey is worth taking, here’s the TL;DR.
✨ Integrations allow siloed teams to share information relevant to their role in the company which increases their ability to impact revenue. ✨
How Integrations Work
The concept of integrations isn’t revolutionary. Integrations create a bridge between two apps which allows them to pass information back and forth. This bridge is called an API, or Application Programming Interface. It defines how two apps talk to each other and what information will be passed between them.
Generally, there are two possibilities for integrating apps:
- Native integrations – these are “pre-built” for two platforms and usually require very little, if any, technical knowledge to set up. In HubSpot, these can be found in the HubSpot App Marketplace. Popular ones include:
- Salesforce
- Lucky Orange
- PandaDoc
- Ring Central
- Zoom Info
- Slack
- Eventbrite
- Custom integrations – Custom integrations are just what they sound like: custom coded to fit your unique needs or to create a “bridge” where there isn’t a native integration or where the native integration lacks functionality.
There are loads of prebuilt (native) integrations already set up for many apps out there, especially for HubSpot. But the more companies I’ve worked with the more I feel like every company would find value in building custom integrations to connect their platforms.
That’s because most businesses’ processes have unique components that would benefit most from a unique solution. Not to say they can’t use a generic solution, but a custom one will increase the efficiency and effectiveness of their processes.
Use Cases for Custom HubSpot Integrations
There are tons of use cases for custom HubSpot integrations, but there are a few I’ve seen the need for over and over.
Task Management Apps
If you’re anything like us, you probably use a separate program to manage your team’s tasks. A HubSpot integration can trigger task creation in apps like Asana or Monday.com.
Think about what happens after your sales team closes a deal. There are probably a few people who need to complete a few tasks to get the project rolling right? An integration with your task software automates that followup and ensures the project gets rolling as quickly as possible.
Niche Industry CRMs
Many industries have access to CRMs (Customer Relationship Management software) built specifically to fit their needs. But those industries still want to use platforms like HubSpot to fill other roles in their business.
In this case, a custom integration would allow HubSpot to pass information to the industry CRM, perhaps marking MQLs as “Hot Leads” or designating them with a specific area of interest.
The integration could also allow the industry CRM to pass information to HubSpot. This would allow you to do things like update the lifecycle stage of a HubSpot contact, trigger a marketing automation or put them in a different email marketing list. Or maybe you want to launch some cross-marketing campaigns and the industry CRM triggers an automated workflow in HubSpot when they show an interest in another service.
All in all, an integration between HubSpot and your industry CRM ensures more cohesive inbound marketing efforts and a more informed and active sales team.
Google Sheets
No matter how advanced our platforms have become, sometimes a spreadsheet is still the best way to manage and update data. With a custom integration, you could trigger an update to HubSpot records every time you make a change to your Google Sheet.
I know...mind blown.
This cleans things up and makes it easier to introduce HubSpot to an organization that relies on Google Sheets for a lot of processes. Instead of having to learn a new platform and create entirely new systems all at once, customers can start using all of HubSpot’s sales and marketing tools without changing their current process. .
Consider What You Can Connect to HubSpot
Without an integrated tech stack, you end up with a lot of manual processes and lack of communication between teams. That not only creates room for error, but it also reduces your efficiency, which ultimately translates to less revenue and smaller profit margins.
So where to start?
First, take a look at all your manual processes and ask yourself which ones could be solved by connecting an app to HubSpot. Are there any marketing initiatives that would benefit from information gathered in another platform? Would your sales team benefit from marketing insight gathered in HubSpot? Could the customer experience be improved with data or triggers from HubSpot?
Next, check what native integrations are available. If there, are, will they accomplish your goals? If not, start looking into custom options to optimize your processes.
There are endless possibilities for integrations with HubSpot. The question is where are the best opportunities to optimize your processes?
As a HubSpot Diamond Partner, we’re pretty good at helping businesses navigate the platform. Learn more about our integration services and how we can help make your processes more efficient.
