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If you're considering the next step for your marketing strategy, look no further than the recent web event hosted by Doug Wendt, Chief Growth Officer of Wendt Partners, joined by HubSpot Senior Solutions Engineer Mrudula Gadgil and HubSpot Solutions Strategist Bryce Bradshaw.
The event explored how and why so many companies using Salesforce CRM have overwhelmingly chosen HubSpot as their marketing automation solution.
With plenty of insights on how HubSpot can be tailored to the needs of any B2B organization, panelists were well-equipped to compare marketing solutions and present a live demonstration of the HubSpot integration with Salesforce. Read on to explore the key highlights from this informative and interactive session!
HubSpot vs. Pardot vs. Marketing Cloud
In the Salesforce world, the ‘native’ marketing automation solutions for B2B enterprises boil down to two options: Marketing Cloud (formerly ExactTarget) and Pardot, also known as Marketing Cloud Account Engagement. Both of these are acquired products built outside of Salesforce that have been around for quite a long time — so their reputations as world-class solutions may outpace their current capabilities.
“A very high percentage of our clients who have Salesforce and come to HubSpot for marketing automation have already tried a Salesforce marketing product,” remarks Wendt. “They are ready for something better!”
The Capabilities of HubSpot Marketing Hub
HubSpot took off in 2006 solely operating as a marketing automation solution company before expanding into the CRM space. As such, the platform’s team spent a decade building, designing, and optimizing HubSpot as a marketing technology for Salesforce customers to accommodate for their competitors’ lack of a strong solution in that area — meaning integrations between the two are second-nature.
This is a huge advantage for HubSpot users, who already benefit from the platform’s single code base and user interface, as well as its ability to adapt to their individual needs without jumping through hoops to get there. “A lot of times, teams feel like making changes in the automation space can feel like rocket science. But you can accomplish a ton in terms of automation with very user-friendly tools in HubSpot,” says Bradshaw.
HubSpot: Scaling for Your Enterprise
Bradshaw explores the key features that make Marketing Hub both best-in-class and easy to implement throughout your organization:
- Campaigns: A feature that the platform continues to build out, campaigns allow a “single pane of glass view” of the different channels used to complete an objective. These can include anything from paid ads to social media and blogs — and results can be directly added to reports through HubSpot’s native function at any time. Bradshaw highlights the dashboard and the different campaign element options, and walks viewers through an example of how data would appear for a campaign in a set period of time.
Any asset option within a campaign can be created on the HubSpot platform itself (no need to outsource!), all with the power and ease of HubSpot automation. - Workflows: Bradshaw demos a seamless persona mapping workflow to funnel contacts through a set of conditions and find best matches for targeted lead nurturing campaigns, followed by an email nurturing campaign created with those buyer personas. Using if/then logic, both sequential and simultaneous actions are taken by the HubSpot engine to enact any automated process, completing the work of several workflows on an alternative platform in one sweep.
The Power of HubSpot + Salesforce
After using HubSpot’s powerful workflow automation tools to narrow down leads, your marketers can assign contacts directly to your sales team in Salesforce from the HubSpot platform — creating a seamless sync and influence between the two technologies.
“This is all about not just syncing data between two different platforms, but actually trying to create that bridge between your marketing folks and your sales folks,” remarks Gadgil. “How can we have them working together as well as possible?”
Gadgil provides an “under-the-hood” tour of what those data connections actually look like. After downloading the Salesforce integration in the HubSpot App Ecosystem, users can evaluate the health of their integration directly within their HubSpot dashboard, locate the source of problems, and fix property value errors in just a few clicks. In addition to a bi-directional sync occurring every fifteen minutes between the two platforms, Salesforce and HubSpot will automatically perform a data check every time new information is added to the system. And with tools like inclusion lists and custom field mapping, HubSpot puts the power in its users’ hands to create the data sync that works best for them.
Bringing Enterprise-Level Solutions to Your Team
As one of the only Elite HubSpot Solutions Partners in the U.S. (and around the world), Wendt Partners has one goal in mind when integrating HubSpot into a B2B enterprise’s marketing efforts: helping you access this powerful, expansive system and set of tools in a way that works specifically to your needs and vision. Visit the Wendt Partners website or give us a call today to book an appointment with a HubSpot specialist and get clear on how this game-changing platform can revolutionize your marketing, sales, and services!
