Why multi-portal integrations?
The main use cases for multiple HubSpot portals is an organization with multiple public-facing websites and marketing teams segmented by multiple brands, products or geographies and usually tied to different buying processes and personas.
Maybe you have Product A which is a high-velocity product sold with a short sales cycle sold to an individual buyer and Product B which is more of an enterprise product sold to a buying team.
Or regionally based marketing teams with a strong localized marketing focus.
Or marketing teams with ownership for discrete brands with their own marketing budgets and processes.
Separate HubSpot portals will allow these teams to operate independently, while (through the process we discuss in this article), rolling up unified data to a single system of record (usually the business’ CRM system).
Multiple brands, product lines, or lines of business
If your branding can be aligned to varied products or lines of business, having separate HubSpot instances will help keep data separate. If your marketing teams have distinct reporting for each business segment, that’s another clue your company may consider multiple HubSpot portals.
If you’re running a national or global business, keeping state or country-specific data separate is vital to your business operations.
For example, if you partner with many companies or agencies, marketing directly to certain types of leads, you might not want leads that convert on one piece of content to feed into other partner portals as well.
Our consultants who work with universities don't want leads crossing over into each platform. Multiple portals allow us to keep leads segmented while giving us an overall view of the leads that we're generating amongst all the portals as well. -Matt Solomon, Sales Operations Strategist, New Breed Marketing
In this case, having multiple HubSpot portals configured to feed directly into one specific CRM (the database of record) ensures data is connected across all portals. So, marketing teams running their marketing programs and websites through focused HubSpot instances can maintain behind the scenes processes.
An Overview HubSpot Multi-Portal Integration
You will want your multiple portals to roll up to a system of record. Usually, the business’ CRM system, but can also be another HubSpot portal used as the system of record.
Rules for syncing data back-and-forth between the systems can key off of whatever data field is being used to partition the data. In the above example - a Line of Business field would be used to determine which data syncs from a system of record back out to the individual HubSpot portal.
In this example, if a contact converts on a form that lives on a webpage for Line of Business One, the information specified like a job title will sync automatically to the master record or the CRM.
By rolling up data to a master system of record, you ensure a de-duplicated view of all leads & contacts across all of your HubSpot instances.
Three tips for integrating multiple HubSpot portals
1.Tag the system of origin in a shared field
You'll want to make sure that you have a field indicating which portal a conversion or lead creation was generated in. This lead source becomes their system of origin. This will be a key field for reporting purposes across the systems.
2. You need a master system
The master system serves as the ‘roll-up’ across your multiple instances, as serves as the system of record across all of your portals.
3. Create checkbox fields
If somebody has created a lead in another portal and syncs back it to the master record, the lead will be tagged in both portals. This becomes useful in case the same person interacts say across multiple product lines or lines of business; you will have clean and simply visibility into that from your master system of record.
4. View the entire deck for more (bonus!)
This blog post is based on a conversation with Matt Solomon, Sales Operations Specialist at New Breed Marketing, on Tuesday, January 31st, 2017. It's part two of a three-part series of blog posts, covering the possibilities with HubSpot integrations.