Automating Lead Management with HubSpot, NetSuite, and Beyond

Acquiring leads is only half the battle; lead management is essential to driving conversions. The foundation for effective lead management is to first ensure that visibility into each lead is consistent across systems, no matter where they came from or how they engage with you. Automating lead management helps your Sales team prioritize correctly, understand your customer better, and get that conversion rather than losing a sale.  

In this on-demand webinar, you’ll learn how to extend the power of HubSpot and NetSuite by integrating them with other applications that you might be using to engage with leads. Join us for a demo where we’ll show you some quick and easy ways you can automate lead management with integration and cover the following topics: 

  • Creating contact lists in HubSpot from event attendees
  • Prioritizing promising leads and syncing converted customers from HubSpot to NetSuite
  • Updating mailing lists with the remaining leads

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Full Webinar Transcript
Hi, everybody. Thank you all for coming today. My name is Kathleen Velasquez and I’m the product marketing manager for services here at Celigo. Also here with us today is Adel Haider who will be giving the live demonstration of how to integrate HubSpot and NetSuite to automate lead management. So for the agenda today, we’ll start with an overview of the benefits of automating lead management. Adel will then give a live demonstration of how to implement automation into your NetSuite and HubSpot systems. And finally, we will conclude with some expanded use cases to continue optimizing your lead management. So if you have any questions, we’ve set aside some time for Q&A at the end so be sure to hold on to those. So getting right into it, why is automating lead management so important? Well, the first reason is that you’ll need to use data in order to understand your leads better. And so in order to accomplish that, you need to make sure that your data is reliable in the first place with an accurate and consistent source of truth for contact information. If contact information is scattered across multiple sources and you’re using manual processes to reconcile that data, those mistakes and errors and delays can compromise your ability to understand and communicate with your leads. Secondly, automated lead routing expedites qualification and lead scoring. So, for example, if you’re using HubSpot to score leads based on how many times a lead engages with you, you’ll want to record those contacts coming in from channels like social media, paid ads, or events as soon as possible. So both of these improvements lead us to our final point, which is helping sales drive conversions. By automating lead management, you’ll get the right leads in front of the sales team sooner with more information about who your leads are and what their needs are than ever before. So the problem is that depending on how many channels you have, it can be difficult to have consistent, accurate information about your leads. The issue doesn’t end with simply routing your leads to HubSpot, but also being able to enroll leads into nurture campaigns and kicking off the lead to cash process. The problem is that many marketing teams use spreadsheets to reconcile that data, which takes longer and is prone to error. In order to bridge those gaps, you’re going to need to connect all of these applications that have information about your lead. So we have some examples here on the screen. You have applications for marketing activities. You have HubSpot, which could be your marketing automation hub, or it could act as your CRM and then you have NetSuite for lead to cash and then you might have other applications that you use to run your nurture campaigns. Enter Celigo. So with our integration platform, you can integrate HubSpot and NetSuite with any platform that you use for your marketing activities. Your marketing operations team can own their own integrations and easily tailor their integrations to fit their specific requirements for marketing automation. So to help you get started faster, we also offer pre-built customizable integrations for HubSpot, NetSuite, CRMs, and a variety of other platforms that you might use for your marketing activities. Also, something cool that’s going on right now is that we’re currently offering an early access program for brand new HubSpot to NetSuite integration apps where you can try our pre-built fully managed bidirectional integration solution for HubSpot and NetSuite before it’s made available to all customers. So if you’re interested in checking that out, definitely get in touch with us soon because we’re only offering that for a limited time. Now it’s time to hand over the floor to Adel and he can show you an example of how you can quickly automate lead management from an event. All right, thank you for that, Kathleen. So for our use case today, we’re going to look at HubSpot as being the center of the universe so to speak. That means there’ll be a series of information flowing to and from HubSpot. So what we’ll see is having an event and the attendees flowing from Eventbrite over to HubSpot. A subset of those contacts will then flow as subscribers to MailChimp. And then lastly, what we’ll do is create a deal and close the deal in Hubspot– excuse me– as a CRM and move that across over to our chosen ARPU for today being NetSuite as a sales order. As part of that, of course, information– relevant information such as company and customer will also be moved across. So let’s get straight into our demonstration. Okay. So we’re now within HubSpot. And to set the scene, I’m sharing here how there’s only one company created here on my HubSpot sandbox. And also in terms of contacts, I really only have two, which is the default ones which are created with HubSpot. And then lastly, in terms of the lists, we only have– oh, we actually have not created in this particular case. So we’ll start things off from Eventbrite here. So I have a previously created event, which was held not too long ago, of course this being a dummy event. And there are five contacts in here, which I would like to push across over to HubSpot. Now, in order to do that, of course, given that today’s topic is about automation, we’ll be using our platform for that. As Kathleen mentioned before, there are a number of prebuilt integrations already, HubSpot being one of them. In this particular case, what I have done to illustrate this is to use what we call a template, which is the blueprint version of that description. I’ve leveraged what we call flows between the two systems. And I’ve created my own one to illustrate what I would like to do. So this gives you– this just shows you the flexibility that you can have on the actual platform. And this is what a flow looks like. It’s a number of steps part of that, pretty self-explanatory. You can give them the names you’d like to have, but pretty easy to read. And what I’ll do in the interest of time, of course, initiate this flow myself. But nonetheless, when we’re talking about production global automations, you do find a frequency of what those integrations would be like. You can of course have real-time integrations as well. So as I said, in the interest of time, I’ll initiate the actual flow here. And we’ll see this processing in real-time. And what’s going to happen is it will pick up the information from– actually, I’m using the wrong flow. Pardon me. I should be going over to the Eventbrite– the HubSpot one. There we go. So this is the one we need to look out for the moment, apologies for that– so again, same approach. We have a number of steps here. And I use Syncra for building this, which is using a template or a blueprint, as we call it as well. So I’ll initiate this in this case. And what will happen is it will pick up the information from Eventbrite, which is what we saw before, and push across the attendees as well as the details of the event over to HubSpot, create the complex, and of course, create the list as well. And you can see here how the platform actually does that– so step by step, showing you the progress of what’s actually being done. Right. Now that this is almost completed, we’ll jump over back into HubSpot and see the contact list and the contacts created. So while it’s doing that, let’s go over to HubSpot in the meantime. So if I jump over here to contacts again, I can now see– oh, it hasn’t finished yet. Let’s go back here and see where we are– ah, still getting the attendees, jumping the gun ahead of time a little bit. There we go. So almost this is completed. there we go. So now, indeed, we can go back to HubSpot. We’ll go ahead and refresh this page contacts. And then, we’ll see our contacts have now been created accordingly and associated to the company. And of course the list as well -very relevant to have- has also been created in here. Now, if we assume the usual business process of things, the marketing team will be in here. They’ll be making modifications such as, for example, going to company and adding the address details in here. Now, HubSpot being tied into this has picked up some information already. So we don’t have to fill in anything else. It’s irrelevant for the time being. Now then, as I mentioned, information is now here in HubSpot. The subset of these contacts, which I’ll go back to in a second so you can see, needs to go over to MailChimp. The two in question that I would like to use today are these two here, which have been marked as subscribers. Same approach here– we’re going to use the platform to do that. I’ll show you again what that looks like here and add a title for that and illustrate– before we initiate, this will be the same as before. This will be initiating it manually just in the interest of time. But before we do that. I want to show you that on the MailChimp side, we really only have one contact there at the moment, which is just myself. So if I jump over back to here and initiate this flow, I’ll go inside so you can see what it looks like in the meantime as well. So you’ll see here, again, same as before, picking up the new subscribers, pushing that across to MailChimp. And in this case, we’re also adding a nice little touch of customization here, which is pushing back the ID MailChimp contact or subscriber in this case back into HubSpot as well, thus creating a link between the systems. It’s very common to actually have it, especially when we’re talking about automating between CRMs and ERPs, for example. Now, you’ll notice that the look and feel of the top one is very similar across the board regardless of what you’re integrating whether it’s a blueprint, whether it’s a pre-built integration as Kathleen has mentioned before as well. And inclusively, we’ve got this off which platforms or which systems you’re integrating to, in this case, HubSpot to MailChimp as you saw before. We just did Eventbrite to HubSpot. It’s taking a little bit longer than I’d hoped, but nonetheless, gives us a little bit of time to walk you through the platform as well in the meantime. So to add a bit more flavor to what was going on here as well– so as Kathleen has mentioned before, prebuilt integrations and I’ve mentioned a couple of times now, the templates and what I call blueprint– all of that is available here in the marketplace. Now, there are literally hundreds of integrations they have that you can use. You can leverage as well to build your own. And the idea is for it to become a substitution to be able to build those integrations, also keeping in mind that it’s advised to use those third tiers to best practices not just from a technology perspective, which of course is always a good idea, but also from a business perspective as well so that you ensure your integration’s actually adhering and following what the industry dictates being best practices even if sometimes, that– sometimes, that means modifying your business process a little bit. All right. Let me quickly refresh this. And it hasn’t quite picked up yet, which is rather unfortunate nonetheless. While it’s doing so, let me show you also while we’re here on the platform what things look like when things go wrong. It’s always important to have that kind of information. So you’ll see here quite a few statuses– quite a few colors, in this case, green and blue. What’s actually happened here is there may be an error at some point in time in the past, and that was marked as resolved. Now, on the platform, you don’t live in this platform. Once things have been built, you can essentially leave it as is and it’ll process information as and when needed. However, when things do go wrong, you can actually go into the detail, onto to the crux of the issue and figure out what’s actually gone wrong and then modify that accordingly. Either modify the information or going to your target or source system to figure out what was the actual issue. Let’s get back to you. Demos will be demos. And so it’ll take a little bit longer than we’d like to, but nonetheless, there we go. All right, well, in the interest of keeping things in line this time, let’s go ahead back to HubSpot here and let’s start processing our next use case while that’s happening in the background. So we spoke about having HubSpot as the center also for CRM. So imagine sales teams might be using HubSpot to create deals, for example, and then you want to push that across to your accounting teams who’ll be on the ERP with the account system. So that’s what we’re going to simulate now as well. So what we’ll do– and you see we have a few deals already in place here. But we’re going to create a brand new one at this particular time. So we’ll go ahead and create here a brand new deal. And we’ll leave the deal stage as is, market’s new business. You’ll notice this particular field here. This will be populated automatically in the background, as you’ll see later on. In this case here, I will select company A. That’s the one we recently got created and also we’ll select here a specific contact. There we go. Let’s go ahead and select the third one. Last but not least, the deal is not completed without a product being added. So that’s what we do here. There it goes. So the deal has actually been created. Now, I prefer to have things in this view here. It’s much easier to visualize. So at this stage here, again, adhering to best practices I mentioned, but from a business perspective, you typically only push across a deal once it’s been closed once. So that’s what we’re going to do here. We’ll push this across all the way to here, drop that off there. So that’s now in place. For all intents and purposes, that is done. The backend integration now will pick that up and push that across to the ERP. And we’ll see how that’s done in a moment. And as this is, for some reason, still processing, take a little bit longer than it usually does, but nonetheless, we’ll go over to our next use case and we’ll come back to you in a moment. And this just shows you also how things happen in parallel. So if you go over to HubSpot next week here, again, same as before, you have an integration template for this and you can leverage that to build your own flows, in case you need to. That’s exactly what I’ve done here. Now, this one has considerably less steps because more actually going on. In any case, as I flip the switch on this one, I’ll walk you through what’s actually going to happen. So it will be picking up that deal that was just transitioned over to closed one. It will get the company associated with that, create or update said company as a customer in the ERP, push back the information in the ID as you see here, get the line information, line item information of that deal, create the sales order. In some ERPs, it might be called a sales invoice, for example. Nonetheless, it’s the piece of information which accounting needs to know about, with the line items, of course, in this case, the products. And then lastly, updating the deal with the next week’s sales order. So this is what you saw before, that field that I mentioned before on the HubSpot side, which will be populated automatically. The background. While this is processing in, we’ll go back over to our other case, which is a MailChimp one, to see what the status is of that, as it stands. Right. Here we go. We’re almost done at this point here. It’s just creating the– just created a contact on MailChimp including updates. So in fact, we can now go over to MailChimp and see. I refresh this page. We can see we now have two contacts that have been added in here and marked as subscribed to a mailing list. So this is that automation from a– all the way from the Eventbrite system through to– through HubSpot and all the way through to MailChimp in this case. And pretty much all of it’s handled in the background. Of course, I triggered the different steps here just in the interest of time. But when you have things all set, there’s none of this that you have to do it manually. It’s all taken care of. It was taken care of for you in the background. Speaking of background, let’s go ahead and see what’s the situation. This flow here has now completed, successfully. We go back to our third and final flow, seeing what’s the status of that actually is, as well. And we’ll see it is currently in progress. So it has picked up the details of the company. It’s currently creating or updating the customer in the ERP and it will follow suit shortly with the remaining of the steps. While that’s happening. I’ll give you just a few more glimpses of what’s going on here to just give you the flavor of the power of the actual platform. So there’s a number of things you can do in terms of adding things like filters in place, as well as to performing lookups and mappings of data. So if you think of it in the perspective of information that needs to be matched between different systems. If you were on an Excel spreadsheet and you had to hand it over to your next team, that’s pretty much what you’d be doing here. You’d be mapping the information on a column-like approach. Nonetheless, you don’t hand it off to anyone. What happens is the system does all the transformation from that data for you, exactly how you specified it to do. Keep in mind, as well, that you can actually provide access to an integration to different members within your organization. So in this case here, I’ve got an integration between the team HubSpot – it’s the CRM in this case – and NetSuite, which is clearly, the accounting system. So it’s likely that I’d want to provide access perhaps to a data analyst or a head of marketing, for example, to keep an eye on things here and even inclusively receive notifications in the event of errors. Of course, from the accounting perspective, same thing that happened. Perhaps the VP of Finance would have an email go through in the event of something going wrong in creating a sales order, for example. These are the small things which, within an organization who are serious about automating their different business processes, this is key and fundamental to actually have. Right now, you’ll see that we’re almost here at the end. It’s just created the sales order and I’ll show you the steps here which are remaining. So just finish this step here. And then finally, just writing back the information to HubSpot. Again, the reason why this is relevant is so we can then go to HubSpot to our brand new deal. And we can see that we have an idea attached to that here, ends in 35. We can also take this 369 here, which is the ID of this particular deal in HubSpot. We go over to our ERP question, in this case here. We’ll refresh this page. And we see that we actually have a new deal– a new sales order, rather, which has been created, which is this line here. This 369 is the 369 we see up here. And then the entry 5. If we actually get into here, we’ll see this is the particular sales order. At the top 735. So this just shows you a glimpse into the world of automations and what you can do with this level of– with this type of platform, really, in terms of automating your business processes. I hope that was insightful to everyone here on today in our audience. Thank you so much. Thank you, Adel. Before we go into Q&A, I actually wanted to share some other use cases that you can use in addition to simply seeking contacts in between systems for lead management. So for today’s demo, we use an example of a system that uses HubSpot as a marketing automation system and as a CRM. But this may be the case for you. Many organizations use a separate CRM like Salesforce as their main hub for contact data, whereas HubSpot might primarily serve as a marketing automation system for you. In that case, we actually make it relatively easy to include a separate CRM into an integrated lead management system because we offer Pribyl integrations between applications like Salesforce, and HubSpot, and NetSuite. You can also integrate with platforms like Gainsight to give visibility into how your leads engage with your product. So if a lead has signed up for a demo or a free trial, their product usage data actually helps you understand what they’re looking for more specifically and helps enrich the qualification process. You can also use this integration in customer marketing to identify potential upselling, cross-sell opportunities based on how your existing customers use your products. Another thing you can do with our platform is to integrate with Slack bots to easily pull data about your contacts in Slack. So with this integration, you can get notifications when a new lead comes in, such as when they submit a form, or you can pull information about a specific contact so you don’t have to go out of your way digging for contact information in HubSpot or NetSuite. And lastly, you can integrate HubSpot and NetSuite with powerful data analytics tools like Tableau to help you make more intelligent decisions. When you sync together your marketing data from different sources, you can actually create dashboards that give you a macro overview of how your marketing efforts are performing. So those dashboards will give you insight into where you might want to focus your marketing efforts next and optimize how your finite resources are utilized. Awesome. Okay. Well, thank you all for joining us today. Now it’s time for Q&A, and it looks like we have a couple of questions coming in already. So the first question is, and I’ll hand this off to Adel. How long does it take to set up a system like this? All right. Thank you for that question. That’s actually very, very pertinent, and very relevant. So to give everyone an idea just of how long it might take to set something up, the demo that you saw today took me roughly two days to set that up, and those two days was me working, doing my day job, so to speak, as well as in the interim in between at certain times being able to set up the demo here. So that just gives you an idea of how this would be like. Now, imagine if you can dedicate a full amount of time to this, and you really want to obviously make sure that you’re testing things appropriately, as well as rolling it out in potentially a phased approach, getting a UAT in place as well. Within a couple of months, you can actually have an automation like this in place, fully functional up and running, and really providing you the added value that you should be getting. Awesome. And actually, there’s another question for you, Adel, after generating a NetSuite sales order from a deal in HubSpot, can you push updates for NetSuite to the HubSpot deal could be dates updated, quote amounts, etc. entered manually in that suite? Absolutely, absolutely, absolutely. As you saw, I pushed across the sales order. I gave back into the deal updating a property– a custom property. The same could apply to any information that you create either manually or any automations you have within NetSuite itself. So one example is if you want to put a push across the status of the sales order or even potentially who knows an invoice to say that, “Right. Here’s the actual PDF invoice. Push that across over to HubSpot,” that’s also possible to do. So those flows can go in multiple directions. Okay. And then the next question that we have here is what is the difference between HubSpot workflow and these integrations? So I’ll take that. That’s a really great question to ask. So the first thing that I want to mention is yeah, you can actually integrate with a HubSpot workflow APIs as an endpoint. So the HubSpot workflows are by no means mutually exclusive with integrations. So workflows are a great tool if you want to automate specific tasks within HubSpot such as triggering emails or pushing getting data pushed in from a form. But simple workflow automations will help you streamline a process. But integrating applications is really about using data to actually improve your processes. So we actually gave some examples of how integrations can improve the way your organization functions. So for example, you can build dashboards in the business intelligence tool or facilitate the lead to cash process through NetSuite. Another key difference is that HubSpot workflows are primarily concerned with the data within HubSpot. So they can’t really help you with data before it enters HubSpot or after it exits. And with an I-PASS with– like Celigo’s integrator .io, you can use things like custom mapping, transformations, or whatever else– however else you’d like to configure your data at any point in your integration flow. So automating lead management with an I-PASS means that you’re optimizing your workflows across all these different systems rather than just within HubSpot. But that being said, if you’re currently using workflows to automate specific tasks within HubSpot and they work for you, you– when you use an I-PASS, you can– they will complement your existing automations. So they’ll play different roles within your marketing automation system. But they don’t necessarily have to be used in place of one another that– they’re very symbiotic. So there is another question. So what are the limitations of the Celigo integration? Can I sync any custom field from HubSpot to Slash from that NetSuite? I’ll take that one. Dale, do you want to take that? Yup, can do. So you can sync any field that you like, including any custom objects as well. So we commonly see that being done especially on the NetSuite site, for example. You can have access to any specific custom record type as it’s called the next few slides and even to the point of house point with the new API as the custom objects. You can also have access to those and integrate things. So the question about limitations– it’s really about where your imagination is. If you have an idea of what automation you want to put in place, there will be a way to actually accomplish that. The question is more about what are the best practices to accomplish that? This is why I was saying before the use of templates or as Kathleen said, use of the pre-built integrations, it really helps you drive that decision in the right direction. It’s a bit like having multiple options whereby only one of those actually gets you to as far as you can get. Looks like we don’t have any other questions for now. But if you have any questions, feel free to contact us at any time. We have our contact information here on the slide. I hope everybody enjoyed the presentation and you learned some new ways to optimize leap management to drive conversions. So thank you so much for joining us today. And again, our line is open in case you have any other questions. Thanks again. Bye-bye.

About the speakers

Adel Haider

Adel has a software engineering background. He joined Celigo in 2019 having spent the last 10 years within the Enterprise Application Integration space, with a particular focused on Service-Oriented Architectures. Adel began his career as an integration developer in 2009, working at a large IT consulting firm, building integrations using Oracle technologies within several industry verticals. A few years later, he also began working with small businesses developing their online presence by creating web-based applications for various purposes. Today, Adel's primary role is that of Solutions Engineer, supporting organisations in their journey to the cloud, focusing on the use of cloud platforms (PaaS) for their App Integration, App Development and API Management needs.

Kathleen Velasquez