Background on Viverae
Zak: Can you start by telling us about Viverae.
Allison: We are a workplace wellness provider, with both a product and the services to back it up. We help our customers create healthy cultures by using our online portal. The idea is that a healthier worker is a happier worker, and our service helps our customers reduce their healthcare costs.
Zak: Whom are you typically marketing and selling to?
Allison: Our sweet spot is mid-market and some of our top industries are manufacturing, public sector, municipalities and banking.
We aim to engage with the HR department, starting with the head of HR. Ultimately our point person for a program will typically be the benefits manager, and the end users of the software will include all employees.
Zak: Can you tell us about your marketing team and your role?
Allison: We have an 11-person marketing team. I am the digital marketing specialist and in charge of all things digital, which includes website, blog, SEO, email, social media, Google AdWords and online advertising.
Pairing HubSpot with Microsoft Dynamics CRM
Zak: Can you give us background on your sales and marketing systems?
Allison: We moved from Salesforce to Microsoft Dynamics CRM a few years back. It’s now called Microsoft Dynamics 365 CRM and we use the cloud version.
As we expanded our marketing efforts over the past couple years, we knew we needed a separate marketing database for marketing to manage and develop leads.
One of the critical criteria as we looked at marketing automation systems was a robust and easy integration with Microsoft Dynamics. A marketing automation system that could talk to Dynamics was our number one, must-have criteria.
We discovered HubSpot could do this. And as an added bonus we were very impressed by HubSpot’s culture and saw it as well aligned with our company.
Zak: How did you decide on Bedrock Data as the way to connect HubSpot and Microsoft Dynamics?
Allison: Our account manager at HubSpot recommended Bedrock Data. When we spoke to the Bedrock Data team, we were impressed at how the sales rep took us through the exact use cases that we were looking for when integrating HubSpot and Dynamics. The rep explained how Bedrock Data helps us take advantage of key features within HubSpot like smart lists and closed loop reporting. It gave us a lot of confidence.
Other options we considered took much more of a “we provide a tool approach”, whereas with Bedrock Data it was all about what we could do with a HubSpot Microsoft Dynamics integration. That hit the mark for us as a marketing team.
We were also looking for someone who could work on a tight implementation timeframe and reasonably priced.
The HubSpot Microsoft Dynamics Integration
Zak: Can you walk us through what you’ve setup as your HubSpot Microsoft Dynamics integration?
Allison: As I mentioned it was important for us to have a marketing database separate from our CRM that marketing can manage. That’s now HubSpot for us.
Our leads sit in HubSpot until they become marketing qualified, at which point we sync them to Dynamics and route them to sales. Our top MQL trigger is a demo request.
We also will sync any new leads on the Dynamics side to HubSpot, for leads entered directly by Sales. If those leads already exist in HubSpot, Bedrock will connect those records for us to avoid duplicates. It also ensures any marketing activities in HubSpot are connected to those records that sales enters directly into Dynamics, so very valuable for us.
Zak: How are you giving sales visibility to key marketing interactions form HubSpot?
Allison: Bedrock’s recommended approach for making HubSpot marketing data visible in Dynamics is really effective. Our Bedrock Data on-boarding manager guided us on how to setup custom fields in Dynamics, and map those to HubSpot. There are certain things we had to watch for, like making sure any picklists have the same values between both systems.
So now, our sales reps can see key marketing data like content downloaded, web page visits and emails directly in Dynamics, without any extra clicks needed.
Zak: What’s been the feedback from the sales team on that?
Allison: The sales team loves it. They like that they have the information they need right there in the system they are using every day. They really like that they don’t have to learn another interface. That would not have been an option for us.
Zak: What are the other key use cases you have set up?
Allison: Sales can move leads to a nurture status, which pushes from Dynamics back to HubSpot to put them into our ongoing email nurture streams.
Then, we are also syncing our Dynamics accounts and contacts to HubSpot which makes it much, much easier for us to target our customer database. We don’t have to deal with list pulls or CRM list segmentation. We can do that straight through HubSpot using Smartlists.
Zak: And then what about closed loop reporting in HubSpot?
Allison: Yes, that’s the last piece of the puzzle for us. Through Bedrock, we can sync opportunity data from Dynamics back to HubSpot. This gives us closed loop reporting on the leads we’ve generated and how they are turning into closed won customers. So we can keep an eye on the impact of marketing through to bookings.
What Bedrock Data Delivers For Viverae
Zak: How do you think about what Bedrock Data has delivered and will continue to deliver for Viverae?
Allison: Bedrock Data is invaluable to us, given how important these two systems are to our sales and marketing teams. The functionality gives us exactly what we need to connect HubSpot and Dynamics. It was implemented in a way that showed Bedrock had expertise in both systems to help us get the most out of HubSpot.
As I mentioned earlier, integration was absolutely essential for us as we looked at marketing systems to complement Dynamics. We could not have the sales team using a new tool. Whatever we did as marketing needed to be well aligned with Dynamics.
We also had a very tight timeframe, and Bedrock Data’s on-boarding process delivered for us. We bought HubSpot in February and we were up and running and sending our first email campaign in March. For HubSpot to work we needed a back and forth data integration with Dynamics, and Bedrock is what put it all together for us.