Using HubSpot's marketing platform to collect and manage both leads and contacts, there was an absolute need to integrate the two business critical cloud applications together. AMTdirect needed a bi-directional integration that would both sync and update contacts from HubSpot into NetSuite so that their sales reps could work new leads quickly and efficiently. They also needed to sync Lead, Contact, Prospect and Customer data from NetSuite back into HubSpot to enrich and automate their email and lead nurturing campaigns.
After a short search for an integration provider and extensive research into HubSpot's Partners service offerings, AMTdirect chose Bedrock Data to handle their bi-directional NetSuite/HubSpot integration.
Syncing Fields Between HubSpot and NetSuiteAMTdirect initially setup several core fields to sync and stay updated between HubSpot and NetSuite. These core fields include contact information like name, email, phone number, etc. Due to the fact that they have been NetSuite customers for much longer than they had been using HubSpot, AMTdirect decided to make NetSuite the "system of record" for many of these core fields.
The following are additional insights as to how their fields are synced between HubSpot and NetSuite:
Lead Source: For now, lead source is something that AMTdirect tracks in NetSuite first, and is a reference to the origin of a lead that they've populated in NetSuite. This data then syncs to HubSpot where it is used in Smart Lists which allow AMTdirect to segment contacts to send emails, personalize website content, and power marketing campaigns.
Status: Via the integration, the Lead Status field is kept up-to-date in HubSpot as it changes or progresses in NetSuite during the sales process. This allows AMTdirect to setup automatic rules that enroll these leads, or HubSpot contacts, in or out of the various smart lists and workflows they've created. This will ensure that these leads are being sent the right type of information given their lead status and which HubSpot Workflow they're enrolled in.
Sales Rep Owner: This field is an excellent field to map in any integration. Essentially it allows AMTdirect to sync over the name of the sales rep who is the "owner" of a particular lead in NetSuite, into HubSpot. This allows their marketing team to send personalized email via HubSpot that appears to be coming from the lead's owner, a very powerful use case and feature of this integration. With Bedrock's ability to update data in both systems, this field will stay up-to-date in HubSpot as well, should the NetSuite lead owner or sales rep change at some point in the lead's lifetime.
Advanced Filtering Using Workflows