HubSpot’s LinkedIn integration boosts gross sales effectivity with real-time information sync however presents new challenges for SMBs in advertising and marketing and consolidation.
Salesforce has had a good integration with Gross sales Navigator for some time, dominating the market through the use of LinkedIn information to focus on the precise decision-makers. HubSpot, in the meantime, has lengthy lacked this native two-way sync integration — till just lately.
HubSpot’s Sensible CRM now works with LinkedIn Gross sales Navigator to make your gross sales workforce extra environment friendly and efficient. This integration streamlines information sharing between the platforms, serving to your workforce keep organized and targeted on closing offers.
Nevertheless, whereas the mixing itself was introduced earlier this 12 months, the following dialog — about LinkedIn as a gross sales software — is now hotter than ever. And that’s as a result of the way in which corporations discover clients is evolving.
Enterprise growth is altering quick
As AI-generated content material floods conventional communication channels, chilly e-mail is turning into more difficult, search advertising and marketing is in its decline and the quantity of meaningless phrase salad content material on-line is skyrocketing. Typical on-line channels are trying much less efficient than they was.
To make issues worse, client belief has plummeted to a decade-low, driving individuals to rely extra on people than corporations for his or her purchases. This makes LinkedIn a extra helpful platform, filled with alternatives for gross sales conversations.
Nevertheless, it additionally brings new challenges to advertising and marketing and gross sales operations. I’ll focus on that in a minute, however first, what is that this integration all about?
What does the LinkedIn-HubSpot integration do?
Sellers can now entry LinkedIn insights straight inside HubSpot, replace CRM information with real-time data and log key actions with ease.
This interprets to a seamless two-way circulation of information between the 2, lowering the necessity to change between platforms and serving to gross sales groups keep organized and targeted on closing offers.
Some notable options embody:
- Actual-time LinkedIn information integration: Entry LinkedIn insights straight in HubSpot, immediately.
- Streamlined information entry: Replace CRM information rapidly with minimal effort.
- Easy logging of Gross sales Navigator actions: Simply file LinkedIn actions in HubSpot.
The mixing is on the market to clients with Gross sales Hub Professional or Enterprise together with LinkedIn Gross sales Navigator Superior Plus plans. Nevertheless, this leaves some SMBs with out entry, so they might flip to different options like HubLead, Dripify or LinkMatch to facilitate gross sales communication and observe messages and connection requests on the platform.
Challenges posed for advertising and marketing and gross sales operations
Within the quest for consolidation, a brand new drawback arises: gross sales and advertising and marketing groups know they want worker advocacy campaigns on LinkedIn, with leaders and gross sales groups posting and fascinating with their viewers by content material and feedback. Nevertheless, as a part of the rising development of buyer information debt, they lack visibility into reportable actions, making accountability troublesome.
With this integration, a number of different challenges change into obvious:
- If SMBs have to seek out one more software to bolt onto HubSpot for this function, it complicates consolidation and provides one other connection to observe.
- From a method perspective, this implies advertising and marketing and government groups should align on how they’re utilizing LinkedIn to develop alternatives and drive model consciousness.
- In a gross sales capability, leaders need SQLs and conferences booked — however approaching LinkedIn like this might backfire and truly result in unfavorable commentary on the platform
- As a substitute, LinkedIn needs to be used for thought management, with sturdy calls to motion when contacts are prepared to have interaction. Nevertheless, this requires a strong content material library, correct coaching and organizational buy-in — it’s not simply chilly emailing on a unique platform.
Dig deeper: How you can align B2B gross sales and advertising and marketing groups
Our ideas
LinkedIn presents a fantastic alternative for corporations already main with content material and positioning their gross sales workforce as “consultants” somewhat than mere product peddlers.
The perfect method varies, however the constructing blocks are the identical as any good advertising and marketing channel:
- The proper technique.
- The proper viewers.
- The proper message or content material.
- The expertise to handle and observe all of it.
LinkedIn is turning into a way more essential platform for enterprise growth, so it wouldn’t be shocking to see extra HubSpot options designed to raised leverage the platform. Staying forward of those developments with a relationship-centric method to LinkedIn — and a willingness to replace the way you method gross sales — will assist make sure that your enterprise growth efforts keep efficient sooner or later.
Dig deeper: 7 methods to finish the gross sales and advertising and marketing Catch-22
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