HubSpot Integration with Salesforce for a Medical Device Manufacturer
For consistent messaging and lead hand off between Marketing and Sales, Smartbridge deployed a HubSpot integration with Salesforce to synchronize lead management for a medical device manufacturer.
The Client
This client is a global, medical device manufacturing company with a presence in more than 100 countries and a team of approximately 3,000 people working relentlessly to help advance and support patients’ quality of life. Their objective is to revolutionize lives with products and therapies for the head and heart.
Key Challenges
Due to their large global presence, the client’s Sales and Marketing departments eventually became very disconnected, and their marketing campaigns and sales outreach were inconsistent. Marketing uses HubSpot as its primary digital marketing platform for running email and web campaigns. The Sales department utilizes the Salesforce CRM system for pipeline management.
Because these two key platforms, HubSpot and Salesforce, were not talking to each other, multiple challenges existed for both departments. Marketing collected and nurtured great leads, but there was no easy way to pass them along to Sales. The marketing leads are manually passed to Sales via emails and spreadsheets.
The Smartbridge Solution
The Smartbridge team designed a seamless integration between HubSpot and Salesforce to enable an automatic data transfer between the two platforms. The solution supports two types of marketing campaigns, direct to consumer (DTC) campaigns that reach out directly to patients and caregivers, and regular campaigns intended to educate and build brand awareness within the health care provider community. HubSpot considers both patients and providers as contacts without much differentiation. However, it’s important to differentiate these two types of leads in Salesforce for the Sales team because they have completely different conversion paths.
Here are the highlights of the solution:
Bi-directional transfer of information allowed Marketing and Sales teams to get a single view of prospective customers’ data across both platforms.
Success Through a Modernized Integration Solution
With a dynamic bi-directional sync, changes in one system are automatically synchronized to the other.
The HubSpot integration with Salesforce solution helped in the following ways:
The HubSpot-Salesforce solution has let us automate the lead management process for the client by minimizing errors and maximizing results. With our elite team of Salesforce experts and HubSpot enthusiasts, we are constantly putting together sustainable solutions to further improve the manufacturer’s relationship with its customers and providers.
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