• Emily Malone

Nurturing leads between HubSpot and Salesforce

Nurturing leads until they’re ripe for sales picking is a process which you’re likely spend a good amount of time and resources on. So, to retain the value which you’ve put in during the marketing stage, it’s important to make sure your handover of leads to Sales is a smooth and informative process.

What qualifies as a Marketing Qualified Lead?

Ultimately, the answer to this question is specific to your business; there’s no clear definition for an MQL. Generally, you could consider it to be a lead which is more likely to convert to a customer than others. And specifically to HubSpot, you could define it as a lead which has been created via a ‘top of the funnel’ (TOF) or ‘middle of the funnel’ (MOF) call-to-action or form on your website.

HubSpot – Salesforce integration tip: Limit which contacts make the journey over to your Salesforce CRM. This can be set up in your Salesforce inclusion list, which you can find in your integration settings. This list needs to be a Smart list, of which you can specifiy the criteria for which contacts will be copied over to Salesforce.

What qualifies as a Sales Qualified Lead?

Again, there’s no fixed definition for an SQL, but generally it’s a lead which your sales team are actively trying to close. You know that this lead is a good fit for your services and has expressed an interest in them. Within HubSpot, you can set up a workflow to convert a lead to an SQL automatically when they fill out a ‘contact us’ form on your website, expressing an interest in a service.

HubSpot – Salesforce integration tip: Immediately notify your sales team within Salesforce tasks and via email when an SQL is created. This can be set up as a HubSpot workflow. We specialise in aligning marketing and sales, so just ask if you need some advice or help with creating these workflows correctly. You can contact me at alex.tribbensee@oegen.co.uk.

 Enrich your leads

With inbound leads you’ll want to carry out a form of due-dilegence on the company and the contact. Find as much information on both as you can and input this information into Salesforce.

Basic information should be:

  1. How long the contact has worked at the company

  2. How old the company is

  3. Their annual revenue

  4. A credit check (very important)

  5. Personal information found on the contacts twitter or linkedin account

  6. Any notes on the branding of the company. (e.g. Do they talk formally or informally?)

The more information, the better.

HubSpot – Salesforce integration tip: Once you’ve enriched your lead, you can set a task within Salesforce to a member of staff to conduct a connect or discovery call.

Custom fields integration & Smart fields.

It’s important that any information added to Salesforce at the enrich stage is synced back to HubSpot. This can be ensuring that standard field mappings are in place, as well as creating custom fields within HubSpot & Salesforce and syncing them also.

HubSpot – Salesforce integration tip: For example, you may want to store information on a lead’s age range. Syncing this back to HubSpot with a custom field mapping will allow you to target certain age ranges with a certain email campaign. It can also allow you to create Smart forms or pages on your website with HubSpot so that leads of certain age ranges visiting your website see different content.

So, in a nutshell it’s crucial to build as much information on your leads as possible, and make sure that your marketing and sales teams and software are all following the same processes.

If you want to learn more about the topics discussed in this article don’t hesitate to get in touch with us using the contact form at the bottom of this page.