Is your company using ZoomInfo and HubSpot, and trying to figure out how to get them to work together and deliver amazing results?
Integrating your HubSpot and ZoomInfo environments is not hard, but most companies do not know how to configure them to get the best out of both platforms and drive growth.
This is what we will show you today.
You can connect your ZoomInfo account with HubSpot without much effort. First, you'll need admin access to both platforms.
If you look at Mapping, you will see ZoomInfo maps basic fields by default like company name, address, and industry. However, it leaves out other important information you will likely need, so you will need to map more fields between the two platforms.
One of the most common issues with ZoomInfo’s integration with HubSpot is that it doesn't automatically map all useful data points.
Keep in mind you are paying one credit each time you import contact or company records into HubSpot, and it doesn’t cost you any more to set up ZoomInfo to push all the fields to your CRM.
Once the setup is done, you won’t have to do it again, and you’ll never worry about discovering missing data in a contact or company record and reimporting the information at your expense.
Here are a few key fields you'll want to map:
Has Your Organization Defined Its Buyer Personas and Explored Whether Your Tech Stack is Reaching Them Efficiently?
Your ZoomInfo onboarding should have covered how to set up Buying Groups, but here is a quick summary just in case.
Every B2B company sells to people with specific job titles or roles -- sometimes referred to as buyer personas -- within their target accounts.
For example, your solutions might involve selling to the CEO, the IT Director, and VP of Operations. Select those roles and set up a Buying Committee so ZoomInfo will surface the right people when you run an advanced search and a company matches your Ideal Customer Profile.
There are multiple ways to transfer data between the two platforms, and this is one area where companies miss a huge opportunity to get more out of the tools.
Most companies buy seat licenses for their sales reps, who go in and manually grab contacts as they curate their prospecting lists.
This approach often causes two things to happen:
You can manually import data into HubSpot by selecting Export from the toolbar and either importing the data directly to HubSpot or exporting it to an Excel sheet (which you can then import to HubSpot on a CSV file).
We advocate for setting up workflows in ZoomInfo that allow you to push data into HubSpot on an automated cadence.
Before going down this road, it’s extremely important to understand the difference between bulk credits and seat licenses in ZoomInfo.
Your subscription likely includes some combination of the two, and both have advantages and drawbacks.
Seat Licenses: Each user has a certain number of credits assigned to them per month. At the end of the month, the credits reset.
Bulk Credits: These are a one-time purchase. Bulk credits can be used to export large quantities of data, allowing for downloading information separate from the credit usage by users.
Unlike seat licenses, these bulk credits are not replaced at the end of the month. When they’re used up you have to buy more, which can add up your costs quickly.
It’s important to determine the total number of bulk credits you will use in a year, divide them up between 12 months, and configure your workflow(s) to ensure you do not exceed the monthly allocation.
Save yourself some credits by selecting “Contacts” under record type, rather than “Contacts and Companies.” Since we require a business email address for an import, HubSpot will auto-create a company record for you.
Several common mistakes arise when integrating ZoomInfo with HubSpot. These mistakes are easy to overlook and lead to wasted credits.
1. Not Setting Limits on Workflows: One major pitfall is allowing workflows to run without setting limits on the number of credits spent. This can quickly result in running out of credits without realizing it, leaving your team with limited access to valuable data.The best way to avoid this is to set up a workflow and run a test to confirm it works properly and won’t burn through more credits than you intend to use.
2. Ensure Business Email Is Required: Not only will this ensure you don’t have to use credits to capture both contact and company info, it will also help you avoid unnecessary duplication of contact records in HubSpot. Things can get messy very quickly, and establishing processes that keep the data clean will save you hours of headaches later on.
3. Poor Contact Assignment: While ZoomInfo allows you to assign contacts to teams, you must carefully configure how contacts are allocated within HubSpot. If you have multiple reps or departments, ensure that contacts are routed appropriately.
By integrating ZoomInfo with HubSpot, your business can unlock the full potential of your sales and marketing efforts. But without proper setup and ongoing management, you might find yourself wasting valuable credits or pulling in irrelevant data that clutters your CRM.
With careful planning and execution, your ZoomInfo-HubSpot integration will be an invaluable tool in driving sales productivity and ensuring more accurate lead generation efforts. Good luck!