The most common use case for HubSpot and Salesforce integration is to let HubSpot handle marketing-related work, and delegate MQLs, or potentially SQLs to Salesforce for follow-up.
This is not, however, the single use case, and several other possibilities exist. Technically, both systems have powerful APIs that can handle different use cases and information flows.
HubSpot has a very flexible, feature-rich marketplace connector for Salesforce. This connector allows for two-way sync of data of core or custom objects, events (like form submissions, etc), enrolling contacts in sequences from Salesforce, viewing contact interactions in Salesforce, and several other features.
So naturally, it’s a very strong contender for integrating the two platforms. However, the marketplace connector does not do everything. Hence, more complex integrations may require additional work, whether that means some Operations Hub Pro-powered custom code workflows to make sure all the data is correctly associated, or a custom endpoint is called to trigger a process on either side. The good news is that it’s often quicker and more cost-effective to build that code on top of a well-set-up native connector than to rebuild everything from scratch.
Whichever approach is best for the specific client business need is the path we take.
This results in better alignment between Sales, Marketing and Service, which leads to more efficiency, balance of growth and scale, and overall improved business results. And yes, a customer-facing engine that is at the core of your customer-related processes and metrics.
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Using Price Lists in dynamics and wanting to pull in accurate pricing for a specific deal based on customer characteristics.
A dropdown with dynamic values has to be synchronized from Salesforce to HubSpot.
Direct and indirect associations between core and custom objects.
The important thing is that processes on both systems are well understood and that the data flows that need to occur are clearly defined. Once that’s done, technical integration—what can be used from the marketplace connector and what needs to be custom—will fall in place almost naturally!
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