Making HubSpot Marketing Data Visible in Your CRM

Written by Formstack on August 20, 2018

Posted in Workflow Automation

A question we often get from HubSpot customers is, “What are my options for making HubSpot marketing data visible in my existing CRM?”

Sometimes this is phrased as, “I want to map my HubSpot Timeline to my existing CRM system, how can I do this?”

Here’s a rundown of how to think about your options.

Sales Visibility into HubSpot

Some of the key principles we’ve found to be successful for making HubSpot data available to sales in CRMs are:

Less is more. Sales reps only have time to view a summary. So focus on a smaller amount of critical data vs. a dump of all activities from HubSpot. The latter will likely confuse a sales rep.

No extra clicks! Sales reps want to view information directly on the lead record. The approach we cover here entails setting up custom fields on the lead record so the data appears cleanly for the sales reps in the interface they are using every day.

Here’s a screenshot of sales visibility to lead intelligence via custom fields in NetSuite:

Mapping HubSpot Roll-up Fields to Custom Fields in HubSpot

HubSpot has a bunch of roll-up fields which represent key summary information aggregated from all the activities from a lead in HubSpot. Mapping these fields serves the two objectives above of providing key summary info to your sales reps.

Note on Reporting: Some of these fields may be valuable for you to map for reporting purposes out of your CRM – so you may want to map them for that reason but not make them visible on the CRM records for your sales reps.

We’ll note the fields that we see used most frequently by customers below, with additional notes on other fields that are available – but usually not the ones that salespeople find most valuable.

Lead Overview

There are additional HubSpot drill down fields on lead source labeled Original Source Data 1 and Original Source Data 2 that provide more details based on the different mediums. For example keyword data is stored to Source Data 1 and referring URLs are stored to Source Data 2. This source data is also very valuable for reporting.

Website Engagement

Other available website engagement fields in HubSpot include time of first visit (datetime), number of visits (number), and first page seen (web page).

Form Conversion

Email Activity

Other available email activity fields include emails opened (total number of emails opened), emails clicked (total number of emails clicked), first email name, first email open date, first email click date, and last email click date.

Mapping Tasks from HubSpot to CRM activities

We get the question “Can all of my HubSpot activities be pushed into my CRM?”

The answer is ‘no’, as these HubSpot activities can’t be extracted from HubSpot using its API. It’s not data that is made available for export from HubSpot.

Part of the reason for this is likely to “protect you from yourself.” If you pushed that level of detailed activities to your CRM, you would end up confusing and frustrating your sales reps. The roll-up fields mentioned above serve as a value-add to create the summary information for your reps.

That said, for those still looking for detailed activity streams, this is a workaround: Formstack Sync can sync tasks from HubSpot to connected CRM systems, as tasks are available via the HubSpot API. Formstack Sync maps HubSpot tasks to the below objects in connecting CRMs:

As such, you can set up HubSpot workflows to trigger the creation of HubSpot tasks for key activities that you want to make visible in your CRM. This is best deployed in conjunction with the custom fields already mentioned, if there are specific prospect actions that you want to ensure sales always gets visibility to via these objects in the CRM.

Some examples include visiting a specific web page such as a contact us page, pricing page, or product page. You would set up individual workflows and task triggers for each of these, and then map them via Formstack Sync. Every time a task is created it would be automatically synced to your CRM.

If you want to further discuss connecting HubSpot to your CRM, please contact our teamto learn more.