Integrating HubSpot and Salesforce has always been a powerful way to streamline your marketing and sales efforts. However, the latest beta update to the activity sync feature is a game-changer. Here’s why you need to consider using this updated feature and how it can benefit your business.
The Traditional One-Way Sync
Historically, the HubSpot-Salesforce integration allowed a one-way sync of activities from HubSpot into Salesforce. This included various types of activities such as:
• Marketing email clicks, sends, and opens
• Sales email sends
• Tasks
• Form submissions
These activities were valuable as they provided Salesforce users with crucial insights into marketing interactions. However, these activities synced as tasks, which could clutter the activity timeline if not managed properly. For example, syncing all marketing email data could overwhelm the timeline, making it harder to discern more critical sales activities.
The Superior Updated Activity Sync
The latest beta update enhances the activity sync by introducing a two-way sync capability. This means that activities logged in Salesforce can now be synced back into HubSpot, providing a richer and more comprehensive data set. Here’s why this update is superior:
Two-Way Sync Capabilities:
• Sync Salesforce Activities to HubSpot: With the updated sync, any activities recorded in Salesforce, such as meetings, events, or tasks, can now appear in HubSpot. This is particularly useful for building workflows in HubSpot that trigger follow-up actions based on activities recorded in Salesforce.
• Improved Data Insights: Having both marketing and sales activities visible in HubSpot allows for better analysis and decision-making. For instance, if sales emails logged in Salesforce sync to HubSpot, marketing teams can avoid over-communicating with leads who are already engaged in conversations with sales.
Enhanced Workflow Automation:
• You can create workflows in HubSpot that trigger based on activities logged in Salesforce. For example, a follow-up email can be automatically sent from HubSpot after a sales meeting is logged in Salesforce.
• This integration ensures that all relevant activities are tracked, providing a complete picture of lead interactions across both platforms.
Setting Up the Updated Activity Sync
To enable the updated activity sync, follow these steps:
1. Navigate to the Feature Discovery Tab: In the Salesforce HubSpot integration settings, go to the Feature Discovery tab.
2. Scroll to Updated Activity Sync: Locate the updated activity sync option.
3. Enable the Feature: Turn on the updated activity sync. Be aware that it is still in beta (as of July 2024), so there may be minor bugs.
Best Practices for Using the Updated Activity Sync
Selective Syncing: Be mindful of which activities you choose to sync. Avoid syncing overwhelming amounts of data like all marketing emails. Focus on critical activities such as meetings, sales emails, and form submissions.
Have a Specific Integration user: Set up a group email (e.g., hubspot@yourdomain.com) for the integration user. This ensures multiple team members have access to integration notifications and can manage the integration effectively.
Customize Permissions: Create a custom profile and role in Salesforce for the integration user. This allows you to control what activities the integration user can access and modify, ensuring security and data integrity.
Maximizing the Value of Your Integration
The updated activity sync feature significantly enhances the integration between HubSpot and Salesforce. By enabling two-way sync, it provides a more comprehensive view of customer interactions, improving both marketing and sales efforts. Although still in beta, this feature is a valuable addition that can help streamline operations and provide deeper insights into customer behavior.
If you’re already using the HubSpot-Salesforce integration, consider enabling the updated activity sync to take full advantage of its capabilities. It’s a strategic move that can elevate your CRM strategy and enhance collaboration between your marketing and sales teams.
