Campaigns are a key element to a marketer's tool belt.
It's not surprising that we're often asked: Can Bedrock Data sync campaign information from HubSpot to a CRM?
This is a great question.
The challenge is that HubSpot's Campaign Tool doesn't keep track of campaigns at the contact level.
HubSpot's Campaign Tool is a tagging system. It lets you tag marketing assets, e.g. landing pages, blog posts, email articles, social posts with a specific tag. And the dashboard for a given campaign tells you the results of these assets. For example, "the conversion rate for Landing Page A tagged with Campaign A is 45%".
These performance metrics are helpful to marketers. They help identify which assets drive activity. For instance, they help identify which landing page has the most conversion assists.
Take a second to create a HubSpot Smartlist that populates all contacts that are tied to any of the Campaigns you've setup in HubSpot. We'll hold your spot in this post while you give it a go.
While HubSpot's Campaign dashboard will show how many contacts visited a landing page in your campaign, those contacts aren't tagged to a campaign.
Fret not! Where there's a will, there's a way!
Below is a step-by-step guide to tying campaign information back to the contact in HubSpot. This takes care of syncing HubSpot campaign information to a CRM.
Step 1 - Create a custom contact field called "Campaigns"
Be sure to select "Multi-Select" field option (also know as "Multiple Checkbox" in HubSpot).
Step 2 - Add all of your campaign names to this new field
Step 3 - Create a Workflow in HubSpot for all of your active and past campaigns (or those you care most to track historically)
The workflow makeup is covered below. And it's a rinse n' repeat process for all your campaigns.
Step 4 - The first step to building a HubSpot Workflow is to identify the starting conditions
The starting condition(s) are criteria a contact must meet to be eligible for being pushed through this workflow. Essentially, it's what triggers a contact to be added to this workflow.
There are a number of criteria listed in HubSpot:
- Contact has submitted (a/any) form on (a/any) page
- Contact has been sent a specific email
- Contact has visited a given Blog post (yes, you can get this granular in your filters)
- Contact property is known
- Contact property equals X
- Contact is a member of the list
- Contact has visited (exact/partial) URL
- Contact has completed the event
For a given campaign, select all of the assets (the same ones you probably tagged with HubSpot's Campaign tool).
Pro tip: Check the box "Enroll all existing contacts that meet these conditions." This will go back historically to all contacts that may have been impacted by this campaign.
Step 5 - It's time to set up your actions
The HubSpot Workflows Tool, can be set up to carry out a number of actions. For the purposes of our mission, select "Set a Contact Property Value".
The property to choose is the new Campaign field you created in Step 1. Simply append the appropriate campaign value to this field.
If your workflow calls for additional actions, implement them now.
Step 6 - Set up a corresponding field in your CRM system
Select the multi-select field. Be sure the same set of campaign values in HubSpot are mirrored here.
Step 7 - Hit "Refresh Field Info" in Bedrock Data Mappings function
Go to Contact Mapping. And add this new field grouping by clicking the "Add Field" button.
Make HubSpot the System of Record for this field since it will be updating the field in your CRM, as new values are appended via your HubSpot Workflows.
Pro tip: Map this new field in Bedrock Data before turning the HubSpot Workflow on.
The order of the sync will unfold as:
- An update on all contacts.
- Bedrock Data will pull updated contacts into the integration.
- Bedrock Data will update the campaign field in your CRM.
Both HubSpot and CRM will be on the same page about which campaigns impacted your leads and contacts.