HubSpot

Intercom

Drift

Zendesk

![Getting conversational marketing right](//images.ctfassets.net/f2ysq090txql/4uqWbA2tlFWOxzfMYPnoiT/47178c5652fca486fc6620f6ebdd1fa3/jud-mackrill-wqP9VIkij9E-unsplash-min.jpg)

**More leads, quicker sales and happier customers. These are just some of the benefits of implementing conversational marketing as part of your growth strategy.**

Conversational marketing is one of the buzzwords in digital marketing. But even though it’s a marketing tactic that’s rapidly gaining ground, many companies are yet to understand and fully leverage it to its full potential. 

Conversational marketing is all about putting the humans (although sometimes they turn out to be chatbots) back into the sales process. We’ve gone so far in our efforts to digitize and automate the marketing funnel that, somewhere along the way, many started forgetting what sales is all about.

_It’s about communication._ And there is always a person on the other end. A human being.

And human beings like conversations. It’s how we communicate. Email drips, gated content and retargeting all play an essential role in the marketing funnel, but if you’re not also implementing conversational marketing – bringing back that human touch – then you’re missing out.

In this post, we’ll have a look at what conversational marketing is and how it can benefit your business.

&nbsp;

* [What is conversational marketing?](#definition-conversational-marketing)
* [Why is conversational marketing effective?](#why-conversational-marketing)
* [Plan your conversational marketing strategy and goals](#conversational-marketing-goals)
* [Conversational marketing best practices](#best-practices)
* [Some more of the best examples of conversational marketing in 2020](#examples-conversational-marketing)

---

## What is conversational marketing?{#definition-conversational-marketing}

[Gartner defines conversational marketing](https://www.gartner.com/en/marketing/insights/articles/6-technologies-on-gartner-hype-cycle-for-digital-marketing-and-advertising-2019) as __technologies that enable interactions between companies and customers__; mimicking social dialogue – and doing so at scale. It’s done by employing persistent, session-based, cross-channel exchanges in the form of natural language dialogue, using a mix of text and audio.

> "This technology enables a more authentic and effective interaction with consumers, and makes it easier for marketers to implement real-time techniques." [Gartner](https://www.gartner.com/en/marketing/insights/articles/6-technologies-on-gartner-hype-cycle-for-digital-marketing-and-advertising-2019)

Conversational marketing techniques employ web, mobile and social messaging to reduce friction, improve conversions and raise customer satisfaction. It’s the quickest way to move prospects through the marketing and sales funnel, leveraging the power of good old real-time convos.

Some of the best apps you can use to power your conversational marketing strategy include:

* [HubSpot's free messaging tools](https://www.hubspot.com/products/crm/conversations)
* [Drift](https://www.drift.com/)
* [Intercom](http://intercom.com/)
* [Zendesk](https://www.zendesk.com/)

(P.S. All of these apps[ connect with PieSync](https://www.piesync.com/connections/)! That means it's easy to seamlessly sync customer data in these tools with your CRM, customer support software and other apps.)

Here's an example of how you could create an automated chatflow with HubSpot:

![HubSpot conversational marketing](//images.ctfassets.net/f2ysq090txql/55yRCzvM8iV3DEjaLhIH2h/5727ef392978be4e603d7fbd19a1b993/Screenshot_2020-06-04_at_11.28.16.png)

&nbsp;

## Why is conversational marketing effective?{#why-conversational-marketing}

One of the earliest uses of conversational marketing was Ask Jenn, [Alaska Air's virtual assistant](https://www.travelweekly.com/Travel-News/Online-Travel/Jenn-Alaska-Air-s-new-IT-girl-offers-virtual-service-with-a-smile) introduced to the world back in 2008:

![Ask Jenn early example of conversational marketing](//images.ctfassets.net/f2ysq090txql/0utCaGCtk39i3d3YaeIUG/f79719c69ee143996faf2565bef4e8c2/jenn.jpg)

&nbsp;

Yeah, quite a lot has changed since then. But many of the goals for conversational marketing remain the same.

There are several reasons why these marketing methods brings such great results. It turns the sales funnel upside down, and can dramatically shorten your sales cycle. 

Instead of a long buyer’s journey taking detours via forms, email drips and sales calls, conversational marketing provides an opportunity to engage in real-time conversation with your prospects immediately at a time of their choosing - in other words, with perfect timing.

&nbsp;

### It builds trust

One reason conversational marketing is so effective is that it helps build trust. It creates relationships, and as any seasoned salesperson knows, trust and relationships are what sales is all about. Digitalization hasn’t changed that fact. But it does enable us to scale our sales conversations, in an unprecedented way.

As part of [Drift's Conversational Framework](https://www.drift.com/conversational-framework/), they realize conversational marketing comes down to __how we've always had conversations and built relationships__: by engaging, understanding and recommending.

![Drift conversational framework](//images.ctfassets.net/f2ysq090txql/4UMfepBli3SqEIc8oDBuCu/64e2632c9cd6eb2b5e76254097156ea2/the-conversational-framework.png)

&nbsp;

### It’s convenient

The fact that we prefer typing out a message instead of picking up the phone is nothing new. Back in 2016, a survey by [Twilio](https://techcrunch.com/2016/09/12/twilio-study-most-consumers-now-want-to-use-messaging-to-interact-with-businesses/) showed that 9 out of 10 people prefer to be able to send text messages to companies instead of calling or emailing. And now, many of us are eager to find the "post immediately to live chat" button when we need support from a company.

&nbsp;

### It’s immediate

A live chat allows your team to solve problems, answer questions and respond to any objections or hesitations immediately as they arise. Reducing friction and "bumps" in the buyer’s journey can have a massive impact on online conversion rates.

----

## Plan your conversational marketing strategy and goals{#conversational-marketing-goals}

There are a wide range of use cases for conversational marketing solutions, including all stages of the funnel: customer acquisition, qualification and engagement. Depending on the goals for conversational marketing, the strategy will differ. You might choose to focus on:

&nbsp;

### Goal 1: deliver more scalable and efficient conversations

By complementing chat agents with chatbots, conversations can be optimized and streamlined without the human element getting lost. Being able to handle several conversations at the same time, just as a support agent with live chat or a chatbot can do, can also contribute to as much as a [threefold increase in productivity](https://blog.hubspot.com/service/live-chat?_ga=2.131324297.769706926.1543755836-1762699647.1499673362).

[Intercom's research](https://www.intercom.com/blog/the-state-of-chatbots/) has found that 74% of consumers expect a chatbot to be available to provide website assistance, but only 15% of consumers prefer chatbots to humans for a quick interaction with a company. In fact, 87% of consumers still prefer interacting with a human than a chatbot, if given a choice. 

Here's Intercom's summary of [where humans win and where chatbots win](https://www.intercom.com/blog/the-state-of-chatbots/), which can help your company to find the right balance and scale your strategy with the best of both:

![Where chatbots and humans win](//images.ctfassets.net/f2ysq090txql/4kcPGgGk6pkAkRD9miphgZ/b6c066a638766a85a983228c115c1727/table-inline-700x332.png)

&nbsp;

### Goal 2: offer a stronger customer experience

Conversational marketing in general and live chat in particular can help you improve customer satisfaction. 

A survey by Zendesk shows how live chat [has a staggering 92% ](https://www.zendesk.com/company/press/zendesk-benchmark-live-chat-drives-highest-customer-satisfaction/)customer satisfaction rate, placing it ahead of channels like phone (88%) and email (85%). [63% of the respondents](http://www.emarketer.com/Article/How-Helpful-Live-Chat/1007235) also said they’re more likely to revisit a website that has live chat and that they will visit more frequently.

With this goal in mind, you can reach out at exactly the right moment with valuable information and a quick way to route conversations to real people. A great example of a company that does this beautifully is [Copper CRM](http://copper.com/):

![Copper conversational marketing example](//images.ctfassets.net/f2ysq090txql/2JjUpVWALn5nfOcyqkfsn0/38918d96c6640aabec5373261fbcdb55/Screenshot_2020-06-03_at_11.10.19.png)

----

## Conversational marketing best practices{#best-practices}

Conversational marketing mistakes can be costly, so planning your strategy carefully and monitoring your results as go is crucial. Here are five pointers to get you started.

&nbsp;

### 1. Don’t be slow

We’ve all grown accustomed to speed. At the click of a button, customers expect instant responses, support and value. Our patience in the digital world is continuously shrinking and is now very close to non-existent. 

What does that mean in terms of sales and marketing? It means that if you let your customers wait, they’ll simply go elsewhere. In other words: long response times equals lost leads.

In a survey by [Zendesk](https://blog.zopim.com/2014/11/13/infographic-theres-a-chat-for-that/), 44% of participants stated that access to instant help through live chat is one of the most important features a company can offer. And in a [survey by Drift](https://blog.drift.com/lead-response-survey/) measuring and comparing response times among 433 sales teams, the results were crystal clear: there’s a 10X decrease in your odds of making contact with a lead after the first 5 minutes.

&nbsp;

### 2. Pay attention

Whether you have an actual agent responding in your live chat or a preprogrammed chatbot to kick things off, you need to make sure you __pay attention to what the person on the other end is saying__. 

When conversational marketing is not calibrated well, it can severely damage your customer relationships. Chatbots may be robots, but that’s no excuse for them to sound robotic.

&nbsp;

### 3. Use positive language

Train agents and program chatbots to frame things in a way the moves focus from problems to solutions. A positive language will have a calming and reassuring effect and convey a sense of professionalism. Never answer "no" or "that’s not possible" without providing an alternative solution. Positive language highlights what can be done, not what can’t be done.

&nbsp;

### 4. Mirror your customer’s tone of voice

Many companies struggle with creating tone of voice guidelines for their chat agents. Of course, you want their tone to work with your overall identity. But it’s also often a good idea to pay attention to the level of formality your customer is using. If they are using emojis and abbreviations, so can you. But if they’re more on the formal side of things, try to stay there with them. 

Digital conversations lack the cues we get from body language and facial expressions, which means that it’s easy to be misunderstood. Mirroring your customer will help you avoid that.

Yoga clothing brand Lululemon knows to use emoji, GIFs, and keep it conversational with their Facebook chatbot:

![Conversational marketing example from Lululemon](//images.ctfassets.net/f2ysq090txql/1g1rxEVKQSUaKoeEMOKDtJ/bde626a1403351118a7bb2a6d975ff6d/Screenshot_2020-06-04_at_10.12.37.png)

&nbsp;

### 5. Don’t be overly salesy

You know that annoying salesperson in the store who just won’t leave you alone, when all you want to do is browse a little and then go home; perhaps to return another day? Don’t be that person online. 

Nobody responds well to feeling pressured into buying, and while that tactic may sometimes work in real life, it most definitely does not work in a digital situation. 

The __goal of conversational marketing is to be perceived as a trustworthy advisor__, always available to answer any questions. That’s how prosperous customer relations are built.

----

## Some of the best examples of conversational marketing in 2020{#examples-conversational-marketing}

While many companies are implementing conversational marketing successfully, some do it a little bit better than most. Here are three examples of that:

&nbsp;

### [Domino’s](https://www.dominos.com) - making ordering pizza easy on your favorite channel

Domino’s let you order your pizzas and receive tracking information through Facebook Messenger, Slack, text messages, Amazon Alexa or your car as just a few examples. You can even order through a tweet! 

This ambitious investment in conversational marketing has given Domino’s a strong competitive edge, and the former Domino’s CEO [J. Patrick Doyle ](https://hbr.org/2016/11/how-dominos-pizza-reinvented-itself)has even said: "We are as much a tech company as we are a pizza company".

![Domino's conversational marketing with Slack](//images.ctfassets.net/f2ysq090txql/22WjlPMRkhsbGfS2LFH660/c53a9fa199e249b990ce51d3f5d9d2c7/Screenshot_2020-06-04_at_10.06.24.png)

&nbsp;

### [UBank’s RoboChat](https://www.ubank.com.au/newsfeed/articles/2017/05/meet-ubanks-newest-team-member-robochat) - an AI chatbot with a sense of humor

RoboChat is UBank’s virtual assistant, helping potential home buyers and refinancers complete their online loan applications. This chatbot is built with IBM’s super-smart AI, Watson, and continues to learn from customer engagements to become smarter and even more helpful with time. 

RoboChat leans into the fact that it's a robot, but this chatbot excels in giving customers tailor-made help in a human-like way. Robochat even has [a sense of humor](https://www.finder.com.au/ubank-launches-australias-first-artificial-intelligence-chatbot-for-home-loans)! If you ask "How much does a hipster weigh?", Robochat answers "an insta-gram".

![Robochat conversational marketing example](//images.ctfassets.net/f2ysq090txql/1iYaIftQriCiH4BXOFkIIp/0ff6f34abd3822b17fd29102c8cd06ec/Screenshot_2020-06-04_at_10.56.43.png)

&nbsp;

### [HelloFresh](https://www.hellofresh.com) – chat with Freddy Freshbot on Facebook

HelloFresh, a well-known forerunner in the meal kit industry, has had great success with their chatbot [Freddy Freshbot](https://chatfuel.com/bot/HelloFreshus). Freddy interacts with customers through Facebook Messenger, making it super easy for users to explore the offer, and Freddy supports them all the way through their meal prep experience.

![HelloFresh conversational marketing example](//images.ctfassets.net/f2ysq090txql/9WFMQBRglFdKJC0TGEk0k/0180c55376c001aebc0e9a1818b4fdbe/Screenshot_2020-06-03_at_11.08.40.png)

---

## How will your business use conversational marketing?

Conversational marketing is here to stay. The sooner you learn to leverage it for your business, the sooner you will get to enjoy the positive results it can bring. 

With modern technologies for conversational marketing, you can scale real-time customer conversations and shorten your sales cycle. These are conversations that build trust and reduce friction in the buying process, helping you serve your customers better while at the same time increasing your profits. Happier customers, happier company!


For the best results in your conversational marketing strategy, make sure to connect data across your apps. With PieSync, you can automatically sync data between your conversational marketing apps such as [HubSpot](http://www.piesync.com/hubspot/), [Intercom](https://www.piesync.com/intercom/), [Drift](https://www.piesync.com/drift/), and [Zendesk](https://www.piesync.com/zendesk/) and enrich your data everywhere else in your stack. [Get started now with a free trial](https://app.piesync.com/signup/).



More leads, quicker sales and happier customers are just some of the benefits of conversational marketing. Here are some of the best examples of how to get it right.

A guide to getting conversational marketing right (+ the best examples)

two marketers sitting at desk and working on laptops

Getting conversational marketing right

A guide to conversational marketing: how to get it right (+ the best examples)

Pardot

![hubspot vs salesforce pardot](//images.ctfassets.net/f2ysq090txql/VuffvpNrTMdbGua1LfEb8/a3f83045687845fba50643b5b1de48a9/hubspot_vs_salesforce_pardot.png)

As a marketer in 2020, automation plays a pivotal part in future-proofing your processes and accessing higher results from your marketing strategy. 

[79% of top-performing companies](https://www.hubspot.com/marketing-statistics) have been using marketing automation for three or more years, and for good reason – if you want to boost productivity and scale up your marketing performance, it's a must-have.

However, choosing the best automation platform for your business can take some research. 

To make the decision process easier, here's our head-to-head comparison of [Hubspot](https://www.hubspot.com/) vs. [Pardot](https://www.pardot.com/) – two of the world’s leading marketing automation software providers – to help you choose the best platform for your business.

Jump to:

* [Introducing Hubspot and Pardot](#introducing-hubspot-pardot)
* [When to choose HubSpot](#choosing-hubspot)
* [When to choose Pardot](#choosing-pardot)
* [Feature comparison of Pardot vs. HubSpot](#feature-comparison)
* [Automation](#comparing-automation)
* [Integrating Pardot and HubSpot with your other apps](#integration)
* [Reporting and analytics](#reporting)
* [Customer support](#customer-support)
* [Summary: when to choose HubSpot vs. Pardot](#summary) 

----

## Introducing Hubspot and Pardot {#introducing-hubspot-pardot}

HubSpot’s [24.91% market share](https://www.datanyze.com/market-share/marketing-automation--3/hubspot-market-share) dominates the industry, while Pardot makes up an estimated [4.09%](https://www.datanyze.com/market-share/marketing-automation--3/salesforce-pardot-market-share) of the automation market. 

To compare HubSpot vs. Pardot in just one sentence, HubSpot is a fantastic automation choice for growing small-medium businesses, while Pardot caters to the upper echelon of B2B enterprises.

Both Pardot and HubSpot are stand-out choices for different teams and company sizes, and each one provides unique benefits and game-changing features for your business.

&nbsp;

### Introducing HubSpot

HubSpot is best known for its free customer relationship management (CRM) platform that's a top choice for growing businesses, but it also provides extremely popular automation functionality that caters to all business types. 

One of the key benefits of choosing HubSpot is its **scalability**. You can start using the CRM for free and upgrade to their Sales, Marketing and CRM Hubs – offered at various price points – as your business grows.

![feature comparison hubspot](//images.ctfassets.net/f2ysq090txql/2m7iOwfF9DP1CB9ymqk9ER/6c4c2bf195005f3cdee9756ca1b78659/feature_comparison_hubspot.png)

&nbsp;

### Introducing Pardot

Pardot, meanwhile, is a Salesforce product that connects seamlessly with their CRM and other products. 

Pardot is a fantastic B2B tool that offers one of the most potent marketing automation systems on the market – although this does come at the expense of simplicity.

If you're already using apps in the Salesforce universe, this a great reason to choose Pardot. (However, Marketing Cloud and Sales Cloud do include some automation functionality of their own, so take care not to create overlaps.)

![choosing pardot](//images.ctfassets.net/f2ysq090txql/61Vv6o6aeOOeVFlf7CzaH7/8609b7e6667582f6291493e655077696/Screenshot_2020-03-02_at_11.02.56.png)

&nbsp;

Read on for our comparison of HubSpot vs. Pardot to gain a better insight into which marketing automation software is the best fit for your business.

----

## When to choose HubSpot{#choosing-hubspot}

### 1. You're more budget-conscious 

HubSpot tends to be the better choice if you are on a tighter budget, although automation functionality still starts at [$800/month billed annually](https://www.hubspot.com/pricing/marketing?edition=starter&term=monthly) (as part of the Professional Marketing Hub). This compares to Pardot's starting price point of [$1,250/month](https://www.pardot.com/pricing/) for another strong tool.

HubSpot offers its free CRM plus other sales and marketing features to get you up and running before upgrading to more advanced features such as marketing automation.

![hubspot marketing hub pricing](//images.ctfassets.net/f2ysq090txql/4W1Ip6OZ4uNUAGnTfrnYOY/f3bce065dade29cc0e14e44d997b7831/hubspot_marketing_hub_pricing.png)

&nbsp;

### 2. You want an all-in-one inbound marketing solution

For marketers seeking ease and effectiveness, HubSpot offers powerful [all-in-one inbound marketing software](https://www.hubspot.com/products/marketing) with a huge feature set including lead management, analytics, email campaigns, social media management, and a website CMS as an add-on.

With HubSpot's Sales and Support Hubs, the platform also offers strong functionality for other departments in your business and makes it simple to seamlessly connect that data to the Marketing Hub.

&nbsp;

### 3. You want to get set up quickly

Because advanced marketing automation software can come with a steep learning curve, choosing a platform that matches your business's tech capacity, resources and goals is essential.

When comparing HubSpot versus Pardot on simplicity and ease of set up, there isn't really any competition. 

While Pardot thrives on complexity, HubSpot CRM caters for even the smallest of businesses. Even though automation isn't available at an accessible price point for very small businesses, the functionality is absolutely built with simplicity and ease of use in mind. 

As is the case with other core features in HubSpot, the marketing automation workflow builder has a very low barrier to entry and it doesn't take long to set it up and let results start rolling in.

Comparatively, as with many other Salesforce products with seemingly infinite features and potential, Pardot does require more time and training to get to grips with all of the ins-and-outs of the system. 

----

## When to choose Pardot{#choosing-pardot}

### 1. You have a larger business and budget

With a starting price of $1,250/month and advanced automation functionality, Pardot is absolutely an enterprise-level platform.

Pardot excels when used by larger B2B businesses that need a highly customizable automation solution, including in-depth reporting and integrations to other apps. 

![pardot pricing comparison](//images.ctfassets.net/f2ysq090txql/5DwCXLiufL8Qzn4yxv3E7j/3251b04b8039de2db8aa3e523201dc31/Screenshot_2020-03-02_at_11.04.13.png)

Pardot is also especially powerful for B2B [account-based marketing and selling](https://www.piesync.com/blog/the-ultimate-guide-to-account-based-sales/). If your business is B2C, Salesforce’s [Marketing Cloud](https://www.salesforce.com/uk/form/demo/demo-marketing/?nc=70130000000NN9y&d=7010M000002If4u) tends to be a better choice for B2C marketing and automation.

<RelatedPost slug="salesforce-marketing-cloud-vs-pardot-which-marketing-tool-is-best-for-2020" />

&nbsp;

### 2. Complexity sounds good to you

Not every business wants simplicity. If you're looking for an automation platform that enables a high level of customization and a huge range of rules, triggers and actions in your workflows, you'll likely love Pardot.

While you can think of HubSpot as a very reliable car that performs well at low and high speeds, Pardot is a rocket ship. While that rocket ship comes with an instruction manual, you've still got to work out how to drive it.

&nbsp;

### 3. You're using other Salesforce products

If you know and love other Salesforce products, this is absolutely a good enough reason to look closer at Pardot. As some other Salesforce products offer automation tools, check out our [comparison of Pardot vs. Marketing Cloud](https://www.piesync.com/blog/salesforce-marketing-cloud-vs-pardot-which-marketing-tool-is-best-for-2020/) for a more in-depth look at the difference between them.


---

## Feature comparison of Pardot vs. HubSpot {#feature-comparison}

Struggling to differentiate HubSpot vs. Pardot and choose the best automation platform for your business?

Let's dig deeper into what the two top automation software choices can bring to your company.

&nbsp;

### Automation{#comparing-automation}

Choosing the degree of marketing automation you need largely depends on your team's size, goals and processes. Let's explore how HubSpot and Pardot functionality compares for different use cases.

&nbsp;

#### Automation with HubSpot

For smaller teams, trying to automate smaller tasks with Pardot can be excessively complicated. HubSpot's marketing automation makes more sense here.

Automation with HubSpot is made simple with a drag-and-drop editor that enables a high level of automation for your internal and external workflows. 

For example, after choosing a trigger, you can send an internal email, set a new contact property value or add a contact to a list:

![hubspot workflow automation tools](//images.ctfassets.net/f2ysq090txql/5K0eKHsH9EJjJN1aiyOceP/c07034fcdfe12e594fa42c0559b573e5/hubspot_workflow_automation_tools.png)

HubSpot automation can tick all of the boxes for most businesses. However, if you're marketing at scale, Pardot – as well as enterprise-level competitors such as Marketo – enable highly-customized automation with some more scope for complexity.

&nbsp;

#### Automation with Pardot

To automate marketing tasks with Pardot, you can:

* Use __Engagement Studio__, Pardot's 'next-generation lead nurturing product,' to build, test and report on engagement programs and send targeted emails based on prospect behavior and qualifying values.

* Streamline marketing efforts with __Pardot's wider automation tools__. These enable you to perform actions on prospects, build prospect lists based on criteria and react to prospect actions.

* Carry out __segmentation__ with Pardot lists (groups of prospects for sending emails or feeding to engagement programs) and tags (to sort, filter and organize your prospects and marketing assets.)

Engagement Studio is a powerful feature that’s similar to HubSpot’s popular workflow functionality with a few more features for advanced users. It's highly effective for sending personalized nurturing campaigns, and you can quickly trigger other internal or external actions based on actions, triggers and rules.

![Pardot Engagement Studio](//images.ctfassets.net/f2ysq090txql/2NwtNgTZO4NKY9LrKtTCOo/09bdccc73f01e8cc3d0fa89d4b0a1dd1/engagement-studio.png)

Wondering where Pardot is better than HubSpot for marketing automation?

__Advantages of Pardot over HubSpot include__: filtering out bad-fit leads and targeting best-fit ones, managing leads based on their engagement history, and creating the most customized marketing campaigns.

Although HubSpot's workflows do enable you to use IF/THEN rules to create very intelligent automations, Engagement Studio really thrives with workflows that have a huge complexity and variety of actions, reactions and options.

&nbsp;

### Integrating Pardot and HubSpot with your other apps{#integration}  

Connecting your marketing automation software with your other business apps is critical for creating an efficient and cohesive marketing ecosystem. 

As well as providing leading tools and features to top businesses across the world, both HubSpot and Pardot offer a wide range of integrations to the other apps you're using.

HubSpot provides an extensive collection of integrations in their [app marketplace](https://ecosystem.hubspot.com/marketplace/apps), while the [Pardot App Centre](https://www.pardot.com/resources/apps/) similarly enables you to connect the dots between Pardot and your favorite business apps.

Both [HubSpot](https://www.piesync.com/hubspot) and [Pardot](https://www.piesync.com/pardot/) also connect with PieSync for a two-way sync of your customer data with 200+ business apps, such as your email marketing platform, accounting system or mobile contacts app.

&nbsp;

### Reporting and analytics{#reporting}

**HubSpot’s** built-in analytics tool tracks your progress as soon as you start automating workflows, offering data about enrollments, progress and completions that you can use to trigger other actions or workflows. 

HubSpot's wider reporting suite is highly customizable, but most importantly – it's straightforward. It doesn't take much time at all to put the KPIs that matter most front-and-center.

&nbsp;

![Reporting Add-on hero image](//images.ctfassets.net/f2ysq090txql/CCS2wnQcO6LZmASpVIDIf/226e78018f333c5f06564f5268b032cd/Reporting_Add-on_hero_image.png)

&nbsp;

**Pardot** also offers extensive reporting as part of its B2B marketing analytics. Although Pardot’s reporting can be restrictive compared to other enterprise automation platforms such as Marketo, it is highly focused on what’s most relevant to marketing teams. 

With Pardot you can attribute new deals and revenue to your marketing efforts, repeat what is bringing in results, and further refine the process with A/B tests. There's also scope to create visitor reports with detailed visit and click information.


![pardot marketing data analytics](//images.ctfassets.net/f2ysq090txql/5cO2vKHnRZl1Wxd0Eayl53/acaed6ed5e8a437230ded089c2900a70/Screenshot_2020-03-02_at_11.15.14.png)

&nbsp;

Pardot's full-funnel reporting feature also displays the entire customer journey in an easy-to-digest format with great visuals:

![pardot lifecycle funnel report](//images.ctfassets.net/f2ysq090txql/29a0vezirdCZGnj2oGV4VE/f58d3f4ebf4c5bf0d3aea0a129afd0e2/Screenshot_2020-03-02_at_11.14.31.png)

&nbsp;

### Customer support{#customer-support}

Both Pardot and HubSpot provide international support, with offices located across the globe – including the US, Asia and Europe.

The two automation platforms also offer in-depth self-service documentation, including Pardot’s [knowledge base](https://help.salesforce.com/articleView?id=bundle_pardot_parent.htm&type=5) and HubSpot's huge volume of support content. 

At HubSpot, it is never a hard task to get into [contact with their support team](https://www.hubspot.com/company/contact). The ‘help’ button lets you start live chats or request a callback whenever you are logged in.

----

## Summary: when to Choose HubSpot vs. Pardot{#summary}

Here’s our summary of how to choose between our leading marketing automation software HubSpot and Pardot: 

| **When to choose HubSpot** | **When to choose Pardot** |
| ------------ | ------------ | 
| You’re on a tighter budget | You have a larger business and budget |
| You want quick and easy setup | You want automation software loaded with features |
| You love HubSpot's inbound philosophy | You're already using other Salesforce products, such as Sales Cloud or Marketing Cloud |
| For a vast selection of integrated apps | For seamless connections with Salesforce products and other popular platforms |

&nbsp;

##### For more marketing automation software comparisons for 2020, check out:

* [Pardot vs. Marketo in 2020: which marketing automation tool is best?](https://www.piesync.com/blog/pardot-vs-marketo-which-marketing-automation-tool-is-best/)
* [Pardot vs. Salesforce Marketing Cloud: which marketing tool is best for 2020?](https://www.piesync.com/blog/salesforce-marketing-cloud-vs-pardot-which-marketing-tool-is-best-for-2020/)
* [HubSpot vs. Marketo: which marketing software is best for you?](https://www.piesync.com/blog/hubspot-vs-marketo-which-marketing-software-is-best-for-you/)
* [Pardot vs. Eloqua: which marketing automation software is best in 2020?](https://www.piesync.com/blog/pardot-vs-eloqua-which-marketing-automation-software-is-best/)

---

Whether you choose HubSpot or Pardot, make sure to keep your automation software in sync with the rest of your tech stack. With PieSync, it's easy to set up two-way syncs that keep your contact data flowing between the right apps in real time. [Get started now with a free trial](https://app.piesync.com/signup/).


While HubSpot thrives for fast-growing businesses, Pardot is a top choice for enterprise-level. Here's our comparison of the two marketing automation platforms to choose the best software for your business.

HubSpot vs. Pardot: which marketing automation software is best in 2020?

hubspot logo salesforce pardot logo comparison

hubspot vs salesforce pardot

![Embracing flexible working in your job](//images.ctfassets.net/f2ysq090txql/2OEbzxoiUQCpcAuTpg3Rwm/9cef0571121ee89f18e85855f4b828c8/linkedin-sales-navigator-jJFrkJP_-RA-unsplash-min.jpg)

**A growing number of businesses are discovering the many benefits of flexible working: lower costs, greater flexibility around family and travel, happier employees and improved productivity.**

It's also clear that not only companies benefit from a more flexible way of working. Remote work, either full-time or part-time, is a lifestyle and workstyle that is becoming increasingly popular and appreciated by employees.

The way we view work is changing, and it's changing fast. Remote work has increased by [159%](https://www.piesync.com/blog/28-stats-about-remote-work/) since 2005 globally, and today, around [16%](https://www.piesync.com/blog/28-stats-about-remote-work/) of global companies only hire full-time remote workers.

In this guide to flexible working, let's look at the benefits for businesses and their team members and explore how each can embrace a more flexible way of working.

---

## What is flexible working?

Before we dive into the benefits of flexible working, let's have a look at what it actually means. 

Flexible working, sometimes referred to as flextime or flexitime, is a term describing a wide range of non-traditional working arrangements that are based on each individual's personal needs and preferences, rather than strict company rules. 

Flexible working often involves some degree of remote work, and can include all working arrangements that differ from the traditional nine-to-five norm.

<RelatedPost slug="28-stats-about-remote-work" /> 

&nbsp;

## The future of work

Many factors are driving the change towards flexible working. One is demographic. A large part of the modern workforce consists of tech-savvy millennials and Gen Z. As digital natives, they grew up connected and online, and they've come to expect the same agility, flexibility and user-friendliness at work as they've gotten used to in their private lives.

Millennials tend to value work-life balance highly, which means they're often not interested in sacrificing their personal lives and time to climb the corporate ladder. 

Studies show that a majority of millennials prefer remote work and that [75% would happily leave an office job for a remote one](https://www.hrdive.com/news/nearly-3-out-of-4-workers-would-leave-their-current-job-for-one-offering-re/505302/). By offering flexible working conditions, your company will have a better chance of attracting qualified millennial employees.

The trend towards a more distributed workforce, where team members are often scattered all around the globe, is also a driving factor behind the evolution towards more flexible work arrangements. It's increasingly dawning on companies, as well as on individuals, that for knowledge work today the when and the where has little or no importance.

&nbsp;

## The tech you need to make flexible working successful

With the rise of cloud-based EaaS solutions (Everything as a Service), teams today can have access to all the tools and tech they need - regardless of location and device.

Some of the technical solutions that make flexible work possible include:

- Cloud-based communication and collaboration tools, such as [Slack](https://slack.com/intl/en-se/?eu_nc=1) or [MS Teams](https://www.microsoft.com/en-us/microsoft-365/microsoft-teams/group-chat-software).
- Cloud-based project management tools, such as [Asana](https://asana.com/) or [Basecamp](https://basecamp.com/).
- Performance and employee engagement tools, such as [Trackstar](https://www.trakstar.com/).
- Cloud-based CRM systems, such as [Salesforce](https://www.salesforce.com/se/).
- Tools for syncing contacts in real-time between apps, such as [PieSync](https://www.piesync.com/).

With the right tech stack and access to quality hardware, your team will be set up for success, wherever and whenever each individual prefers to work.

<RelatedPost slug="apps-for-working-remotely" /> 

---

## 3 benefits of flexible working – for the employer

From an employer's perspective, the benefits of flexible working go on and on. Let's have a closer look at three of the most commonly cited upsides of a more flexible way of doing things.

&nbsp;

### 1. Increased productivity

[70% of remote workers](https://www.slideshare.net/PGi/state-of-telecommuting-2014-pgi-report/1) say that telecommuting has improved their productivity. The reasons cited for the higher level of productivity include fewer [distractions and interruptions, less stress from commuting and fixed schedules, and less noise](https://www.flexjobs.com/blog/post/flexjobs-2018-annual-survey-workers-believe-flexible-remote-job-can-help-save-money-reduce-stress-more/).

&nbsp;

### 2. More cost-effective

Flexible working allows for cost savings in many different areas. With a significant percentage of an organization's employees working remotely, the need for office space and maintenance diminishes. In 2018, [companies were estimated to have saved $5 billion](https://www.wbur.org/hereandnow/2019/07/23/work-from-home-benefits) by allowing employees to work from home part of the time. As many as [six out of ten employers](https://globalworkplaceanalytics.com/resources/costs-benefits) consider cost savings as a significant benefit of telecommuting and flexible working.

&nbsp;

### 3. A happier workforce

Many studies indicate that employees appreciate flexible working. [81%](https://amerisleep.com/blog/remote-workers-and-rest/) of remote workers are satisfied with their job situation, a figure which is 57% higher than average job satisfaction. [55% of commuters in the United Kingdom](https://remoteyear.com/blog/commute-negative-side-effects) report increased stress levels due to their commute, and [23% of Americans](https://www.cnbc.com/2018/12/11/23percent-of-workers-have-quit-a-job-because-of-their-commute.html) have quit a job due to a bad commute. 

Conversely, [82% of remote workers](https://www.slideshare.net/PGi/state-of-telecommuting-2014-pgi-report/1) report reduced stress levels. Only [20%](https://www.talentlms.com/blog/remote-work-statistics-survey/) of employees working in a flexible way or from home say they would rather go back to working in an office.

[52% of employees](http://blog.indeed.com/2018/11/14/remote-work-survey/) who work for companies that do not offer flexible working conditions and remote work opportunities say they wish that their employer would allow them to work from home.

<RelatedPost slug="how-to-build-a-strong-team-culture" /> 

----

## 3 benefits of flexible working – from the employee's perspective

From the employee's point of view, there are also numerous benefits of a more flexible work culture. Here are three of the main advantages of a more modern take on work for team members:

&nbsp;

### 1. More freedom

Many employees appreciate the freedom that comes with flexible working. 20% of people say they would even be willing to take [a pay cut of more than 10%](https://www.piesync.com/blog/28-stats-about-remote-work/) in order to work remotely, while [83% ](https://www.piesync.com/blog/28-stats-about-remote-work/)reported that flexible working at least some of the time would be the decider between two similar job offers.

For some employees this can mean freedom to travel, while for others it can be more time to enjoy time away from their desk [or at home with family](https://www.piesync.com/blog/remote-work-guide-for-parents/).

&nbsp;

### 2. Less stress

Another upside of flexible working is that it significantly reduces the stress that comes with commuting and adapting to rigid schedules. 80% of remote workers say that they experience[ less job stress](https://www.piesync.com/blog/28-stats-about-remote-work/) than they would in a traditional office job.

&nbsp;

### 3. A more sustainable lifestyle

Flexible working also enables people to lead a more sustainable life also from an environmental perspective. Studies indicate that working from home half the week can reduce greenhouse gas emissions by an [estimated 54 million tons every year](https://www.piesync.com/blog/28-stats-about-remote-work/).

---

## Best practices for flexible working that will help your business thrive

**Put it in writing.** Clarity is crucial to make sure that expectations are managed and that everyone is on the same page. Ideally, define the terms in each employee's contract.

**Use the right tech.** Make sure everyone has access to the tools they need to be able to perform at their best.

**Don't micromanage.** The whole point of flexible working is flexibility. If you micromanage, you've ruined it. Trusting your employees is essential to make your flexible working arrangements work.

**Level up your communication.** It's much easier to misunderstand each other in writing when you don't have body language and other cues to help you interpret the other person. When working remotely, you will need to communicate more and better. Make sure to book regular 1:1 and team meetings with your direct reports.

**Don't communicate outside of office hours.** One of the downsides of flexible working is that the lines between work hours and free time easily get blurred. Not chatting, calling or emailing outside of work hours will help prevent that.

----

As an increasing number of companies and employees embrace a more flexible way of working, processes, practices and technologies will continue to evolve. And by enabling a work culture based more on freedom and flexibility rather than on rigid control systems, companies embracing the change will have a competitive edge when it comes to attracting and keeping talented employees.

Flexible working is the future for many businesses. Here are the advantages for employees and employers and how to embrace them.

A guide to flexible working and how to embrace it in your business

freelance worker leaving office building carrying backpack

Embracing flexible working in your job

![Person managing business data to make more reliable](//images.ctfassets.net/f2ysq090txql/3O0vdUb4Adf4PfaXH9Z9jf/9e069076c656a47897628abea6b7cc27/brian-jones-xLBNRz5Fy78-unsplash-min.jpg)

Your business data is the lifeblood that runs through your organization. It powers automated workflows, gives customer service reps the full story every time the phone rings, and informs decision-making. 

[Even small businesses can benefit from the rise of big data](https://www.piesync.com/blog/big-data-for-small-businesses/) by optimizing their organization's data and creating processes to put it to work. According to [Experian](https://www.experianplc.com/media/news/2020/the-cost-of-data-debt-rises-as-businesses-face-the-challenge-of-low-data-literacy/), eight in ten businesses believe data is one of their most valuable assets.

When your business data is reliable and accurate, it's smooth sailing. But when errors, duplicates and question marks surface... it's not so pretty. When you can't trust your business data, problems quickly arise and multiply in every area of your organization. 

Businesses lose as much as 20% of revenue due to poor data quality, shares [Kissmetrics](https://www.ringlead.com/blog/10-stats-about-data-quality-i-bet-you-didnt-know). Back in 2013, HBR also talked about the ripple effect of unreliable data as part of ["Data's Credibility Problem"](https://hbr.org/2013/12/datas-credibility-problem):

> "When data are unreliable, managers quickly lose faith in them and fall back on their intuition to make decisions, steer their companies and implement strategy. They are, for example, much more apt to reject important, counterintuitive implications that emerge from big data analyses."

To get the best results as a data-driven organization, here are some of the best practices to strengthen the foundations and make your business data the most reliable it can be.

---

## 9 ways to fix unreliable data and increase accuracy
&nbsp;

### 1. Improve your data foundations

Data debt – the cost attached to poor governance of data in a business – is a significant problem for many organizations, and 36% of businesses say data literacy is crucial to future-proof their organization, shares [Experian](https://www.experianplc.com/media/news/2020/the-cost-of-data-debt-rises-as-businesses-face-the-challenge-of-low-data-literacy/). 

Making your business data more reliable doesn't just happen by magic: it requires strong frameworks, processes and a data-literate workplace. As early in your business journey as possible, ensure that you have:

* A strong CRM system to [centralize all contact data](https://www.piesync.com/solutions/crm/)
* Processes to organize and segment data
* [Integrations between apps](https://piesync.com/)
* Formal data literacy programs in place to educate your team
* A clear strategy of how you will use and maintain the data you collect

Remember the old proverb: the best time to plant a tree was 20 years ago, the second best time is now. The same goes for getting your data in order!

<RelatedPost slug="6-ways-to-optimize-your-saas-stack-with-piesync"/>

&nbsp;

### 2. Look at where new data is coming from

Just like reliable data, messy and unreliable data doesn't happen accidentally. There's always a source. To make your business data more reliable, follow the trail back to where data is coming from. 

How is data being added to your CRM? Are there forms or manual imports that are causing bad data to clutter your database? Are different team members importing conflicting data in different ways to multiple apps?

<RelatedPost slug="small-business-guide-to-contact-management"/>

&nbsp;

### 3. Optimize forms and data collection channels

Once you have identified how new data is entering your apps, take some time to optimize these data collection channels. 

To collect valid and reliable data, make sure that these factors are true for every piece of data you collect:

* You actually need to collect the data
* You are collecting it in a consistent and standardized format between apps
* You have clear permission to collect it based on data protection regulations
* It will be stored and organized in the right app for the right purpose

&nbsp;

### 4. Break down the silos

A recipe for unreliable data is having [data silos](https://www.piesync.com/blog/data-silos-what-they-are-what-causes-them-and-how-to-fix-them/). A data silo is a collection of data that one department has access to but others do not.

The negative effects of data silos are bad news for performance and productivity for any organization: they include a lack of transparency, efficiency, collaboration and trust.

To remove data silos, use a central CRM between departments, [connect data between the apps in your tech stack](https://piesync.com/why/), and focus on building a culture of collaboration between departments.

<RelatedPost slug="data-silos-what-they-are-what-causes-them-and-how-to-fix-them"/>

&nbsp;

### 5. Segment your data

Good business data is organized, adds value to your company and is collected with explicit permission from users. To make your data more organized, segmentation is your friend.

Segmentation can look like __labels, tags, list memberships, groups or other properties__ that tell you more about each contact and divide your database into clear categories of preferences, demographics, buying history and more.

When you integrate your data between apps using an iPaaS (Integration Platform as a Service), you can [create syncs based on your segments](https://www.piesync.com/blog/how-to-use-if-then-rules-for-a-more-productive-business/) and connect the right data two ways between your apps.

&nbsp;

### 6. Clean up your databases

To make your business data more reliable, [clean up any messy data](https://www.piesync.com/blog/top-4-clean-data-tips-for-your-database/) as soon as possible. This means fixing or removing:

- Incorrect data
- Outdated data
- Duplicate data

According to [SiriusDecisions](http://www.prweb.com/releases/2008/12/prweb1753164.htm), on average it costs about $1 to prevent a duplicate, $10 to correct a duplicate and $100 to store a duplicate if left untreated.

To help prevent duplicates and other bad data, create company-wide standards for data entry and maintenance, then [sync data from the most accurate source to your other apps](https://www.piesync.com/why/) and create a holistic view of your database. It's also valuable to set up and document processes to standardize and verify new data.

<RelatedPost slug="4-ways-to-fix-and-prevent-duplicate-contacts-for-cleaner-data"/>

&nbsp;


### 7. Connect your apps to integrate data

The most effective data management strategies __connect data between apps__. This removes data silos, creates an integrated view of all of your data and syncs up-to-date data to the right places as soon as anything changes.

The easiest way to achieve [quality data integration](https://blog.hubspot.com/website/5-common-data-integration-challenges-and-how-to-solve-them) is with a zero-code [iPaaS solution](https://www.piesync.com/blog/what-is-ipaas-a-guide-to-getting-started-and-best-practices/) that connects the dots between all of your key business apps, from your CRM to your email marketing system and customer support software. [You can do this with PieSync](https://app.piesync.com/signup/).

![Customizable contact sync with iPaaS](//images.ctfassets.net/f2ysq090txql/5ZVmOJjYaJcmcO897ITCrN/7f40476dd5a44da9c273599e347efab6/Customizable_contact_sync_mapping_infographic-c5d90308ac2590bfac0dbafc138c0ddf.png)

&nbsp;

### 8. Create accessible reporting dashboards

Instead of hiding your data insights away on private dashboards, make them transparent to the right people in your team. For many KPIs, that means your whole team.

Organizations with the most effective and reliable data typically choose a limited number of impactful KPIs and make these very visible inside the team. 

Not only does this help your team to be invested in company, team and individual performance, but it increases the odds that errors and discrepancies in your data are picked up on. *The most reliable data has eyes on it. *

<RelatedPost slug="automate-business-reporting"/>

&nbsp;

### 9. Schedule regular maintenance

Maintaining data quality in your business isn't a one-time job: it requires continual upkeep, cleanups and optimization. If your organization has a dedicated operations manager, part of their job role can be to monitor and optimize data quality. But in any case, it's worth making data integrity and literacy part of your company DNA – or part of every team member's day-to-day role.

This means creating the foundations for healthy data to flow into your organized and undergo regular cleansing, alongside processes to fix problems and automate integration. 

By optimizing data reliability, you can ensure your company can receive the most accurate results and insights from your database both now and further down the line as data integrity keeps gaining importance. 

----

For the most reliable data, [use PieSync to connect your business tools](https://app.piesync.com/signup/) and enrich your data in every app. With automated two-way syncs between apps including your CRM and email marketing tool, you're in the best position to manage your data holistically, perform regular health checks, and create an updated 360-degree view of your customer data.

Maintaining data quality and integrity requires clean data collection, integration and optimization. Here's how to get it right and fix unreliable data.

9 ways to make your business data more reliable

data analyst working with spreadsheet on laptop

Person managing business data to make more reliable

ConvertKit

![convertkit integration](//images.ctfassets.net/f2ysq090txql/2hFvYdG4oXzAgzOLDUA9lD/6c3018a9a2cd0d92c8110aa5c2f3c225/ConvertKit-Launch.png)

[ConvertKit](https://convertkit.com/) is a marketing automation tool that delivers a simple solution for drip email campaigns and creates easy forms and drip campaigns to automatically send mails to new subscribers.

Take ConvertKit to the next level by automatically segmenting your email lists with PieSync's two-way sync solution. This integration helps you connect ConvertKit with your CRM, Lead Gen app, and much more. 

These are the applications you can have in sync with ConvertKit today:

<Widget type="piesync-widget" left="convertkit" size="compact" />

__Need another app in sync? Every Wednesday, PieSync releases a new application. If the business tool you are using is not available yet, go to the pipeline and [vote for the app you need.](https://www.piesync.com/connections/)__

## ConvertKit + 234 Apps:

Most apps are not natively integrated. This means you have to work out a way to get contact data from one app to the other. If you are using ConvertKit next to other applications, you might be familiarized with these challenges: 

- Data Silos 
- Out-dated data 
- Duplicates
- Poorly segmented email campaigns
- Conflicts between databases

A lot of businesses import/export data knowing that their apps are never truly up-to-date.

With over 10,000 applications out there, it's impossible to ask each app to connect with all the other apps out there. That's where Integration Platforms as a Service step in! Third-party iPaaS can connect your entire software stack for you.  

__PieSync provides a two-way solution = contact synchronization.__

This easy-to-use solution needs to be set up just once. From thereon, it will work in the background. It will be constantly checking your connected apps for updates. Whenever you add or update a contact's information in either app, you'll have it up-to-date in the other one.

__That means you'll have your ConvertKit email lists automatically enriched and populated with the information coming from your CRM, Customer Support or Lead Gen app.__ 

Since it works two-way, you can also sync back to other apps info collected by ConverKit. For instance, the subscription status. 

<Button href="https://www.piesync.com/convertkit/" text="Try it now!" />

__Learn how to configure your integration with ConvertKit in our [Help Center](https://www.piesync.com/help/connector-apps/convertkit/)__

### Create rules & filter your sync

You probably don't need your entire CRM in sync with your email marketing. Thanks to PieSync's ["if-this-then-that" rules or conditions](https://www.piesync.com/blog/introducing-intelligent-syncing/) you can choose which contacts to sync and how; according to attributes, tags, labels, lists, etc. 

![ConvertKit integration](//images.ctfassets.net/f2ysq090txql/38RGCT4cE7uVdpyiOcqqf0/bfcc10ac2e8b2cfd7e7f3591ae481517/ConvertKit_and_Googlz.png)

Then you can even indicate to PieSync how to categorize those selected contacts within your other tool. 

![ConvertKit integration](//images.ctfassets.net/f2ysq090txql/6nzKl3wRIleo4WNdjefVQ/ef2558ff07c12d426e46fafad04e06d9/Google_contacts_and_convertkit.png)

<Button href="https://www.piesync.com/convertkit/" text="Try it now!" />

### Default and Custom Field Mapping 

PieSync will automatically map most of your contacts' information fields: name, email, address, phone number, etc.

![ConvertKit integration](//images.ctfassets.net/f2ysq090txql/4L3ohSUcrTz61Y0iw6HwBG/0bd6dc9046f372ae2d4b9dfad45fe0ba/default_mapping.png)

If you've created custom fields, [you can also manually map as many fields as you wish](https://www.piesync.com/blog/announcing-our-biggest-update-to-date-custom-fields-and-customizable-field/).

![ConvertKit integration](//images.ctfassets.net/f2ysq090txql/4n981rIkN5aU5Fm9AvLQpv/6d64f7c2366af7d393d76b7279d485a7/custom_integration_convertkit.png)

## PieSync Vs. Zapier

Zapier is great for one-way data pushes. If you’re using web forms on your website and you want to push that data to your CRM, Zapier is what you need.

It is a trigger-based app and will only operate when a trigger is pulled, pushing all the data to another database. But in this process, Zapier won’t check if an update is necessary and it won’t sync data.

PieSync is constantly checking for updates in your data. You can also choose which app is your “source of truth” so you won’t accidentally sync the incorrect information. PieSync is great for when you want to continuously sync correct, up to date, error-free information across your cloud apps.

Learn more about the differences between these two great tools.

<Button href="https://www.piesync.com/convertkit/" text="Try it now!" />


PieSync's two-way sync is available for ConvertKit! Have your contacts in sync between ConvertKit and 234 business tools. Here's everything you need to know about it.  

ConvertKit integration via PieSync. Connect ConvertKit two-way with other business applications 

convertkit integration

Connect ConvertKit with 234 other applications. It works two-way! 

![Keeping customer data up to date on multiple devices](//images.ctfassets.net/f2ysq090txql/5unPm0VfJ5EKwIr1Jf3Zde/3adb11e33d9d2e8af072ddd15aaf6d1b/avel-chuklanov-DUmFLtMeAbQ-unsplash-min.jpg)

In an ideal world, your business has immaculate customer data. You know exactly where to find the right contact email, when they became a customer, and who in your team spoke to them last. Your data is segmented, up-to-date and reliable.

But if that's not the reality for you just yet, don't worry... you are certainly not alone.

It's all too easy for customer data to descend into chaos, especially when your business is using multiple apps, as most are.

However, even if your data is a mess, putting it in order is possible – and easier than you might think.

Here's how to keep your customer data up-to-date and reliable everywhere, even when you're using several different apps.

&nbsp;

## Why is customer data management so important?

With your customer data in disarray, you will likely come up against these frustrations:

* [Data silos](https://www.piesync.com/blog/data-silos-what-they-are-what-causes-them-and-how-to-fix-them/), or pieces of information that only certain people have access to
* Contradictory data in different apps (or the same app) so you can't tell what's accurate or reliable
* Poor customer experiences as you lack the data and insights to personalize interactions

The truth is: [organizing your customer data](https://www.piesync.com/solutions/customer-support/) isn't just about making life easier for you (although it does this too.)

Your __customers want an integrated experience__ when interacting with your business, no matter who they're speaking to and which department. 

> [87% of customers](https://www.groovehq.com/customer-service-statistics) think brands need to put more effort into providing a consistent experience.


This becomes more essential to focus on considering all of the different contact points in your organization. A customer might interact with sales, marketing, support, technical support, admin and billing. And for a good customer experience, they should get speedy answers to their problems and not have to repeat their story over and over again to different people.

They want to be treated like a person instead of a message or support ticket number, and you can't achieve this if you don't have the data to tell you who they are and how they have interacted with your business before.

<RelatedPost slug="12-ways-to-improve-customer-experience-with-automation" />

&nbsp;

## Where your customer data lives

In your business right now, you are probably storing customer data in several places. This might include your:

* CRM
* Customer support software
* Customer satisfaction survey platform
* Live chat
* Social media inboxes

If these systems are siloed, or information sits there disconnected from your other apps and inaccessible to other people, you risk the data silos, inconsistent data, and poor customer experiences we mentioned before.

For the most seamless customer data management, your apps need to be able to __communicate data in two directions__, in a language that each app understands.

&nbsp;

## How to connect your customer data between apps

Let's look at some examples of how your customer data could interact between apps.

For instance, say you're using HubSpot as your CRM, Zendesk as your customer support software, and Drift for live chat.

With PieSync, you can connect the dots between them with a two-way sync. This [enables data to flow between your apps in two directions](https://www.piesync.com/solutions/customer-support/), enriching your customer data across your software stack.

Let's start with an example of how to connect customer data between Zendesk and HubSpot CRM.

On the HubSpot side of the sync, we've chosen to sync contacts that are categorized as 'Client' with Zendesk. 

On the Zendesk side of the sync, the contacts labeled 'End-user' are passed to HubSpot with the tag 'zendesk_import' if it's currently empty.

![Connect zendesk and hubspot customer data](//images.ctfassets.net/f2ysq090txql/LuF7qEmKr0LOpQlqZOf7v/091f98db456210c05e68428a64c5071c/Screenshot_2020-05-29_at_14.08.33.png)

To help ensure the data is stored correctly in each app according to the structure they use, you can review the field mapping before starting the sync. 

For instance, this enables PieSync to know that 'Company Name' in HubSpot and 'Organization' in Zendesk mean the same thing, so it can match up the same data in each.

![Connect zendesk and hubspot customer data](//images.ctfassets.net/f2ysq090txql/559S1GLwjgds0EVrKCUS4j/e76f7b4dab8206f922a074a875c8546f/Screenshot_2020-05-29_at_14.08.46.png)

You can do the same process to [connect customer data between your other apps](https://www.piesync.com/connections/), such as Drift for your website's live chat. 

For every sync you set up, you can choose which app has the authoritative data if there's a discrepancy:

![Sync drift contact data with other apps](//images.ctfassets.net/f2ysq090txql/3LlGLsWyf9Csjg7wrM485u/fef81425dd62da46081ce8114586b6f9/Screenshot_2020-05-29_at_14.20.23.png)


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## Best practices for customer data management

### 1. Keep clean, accurate data in each app

Your overall customer data is the sum of its parts, so it's important to keep the data in each app fresh and reliable. Here's our advice on [cleaning up your customer data](https://www.piesync.com/blog/top-4-clean-data-tips-for-your-database/), including removing duplicates and outdated information.

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### 2. Use segmentation for clear organization

Segmenting your customer data in each app is a powerful best practice. As one key reason, it enables you to offer a fantastic customer experience that boosts satisfaction and reduces churn. 

> A 10% increase in a company's customer satisfaction score leads to a [12% increase in trust from customers.](https://www.groovehq.com/customer-service-statistics#statistics4)

If you know your customer belongs to segments for customers based in the U.S., subscribed to your premium plan, and paying for your digital marketing add-on, you can use automation to send them the most personalized experiences and messaging.

You can also use __segmentation in your data integration strategy__, syncing the labels, tags, groups and list memberships you have in your key apps across your stack. 

With field mapping, you can tell PieSync that Tag A in one app can hold the same data as Label A in the other app. This could include any type of data, such as industry, customer satisfaction score or subscription plan.

&nbsp;

### 3. Sync it two ways

There are several ways you can connect your data between apps. You could use built-in native integrations offered by your software providers, or trigger-action automations such as what Zapier enables.

However, when it comes to your customer data, you're [best off with a two-way sync](https://www.piesync.com/why/). This mirrors data between two apps, updating one as soon as something changes in the other.

It's the most reliable way to make your data readily accessible to all your teams across your entire app stack.

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### 4. Keep it simple

As with many things in life and work, the __most effective customer data management is simple__. This can mean:

* __Standardizing data organization__. For instance, having one property for 'Industry' rather than overlapping properties for 'Sector', 'Business type' and 'Industry'.
* __Deciding which data to sync__. Rather than syncing everything, you can sync relevant and insightful data that __enriches__ every app, rather than adding unnecessary complexity.
* __Creating clear processes and documentation__ for adding, editing and viewing customer data to make life easy for you and your colleagues.

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As your next step for optimizing your customer data management, [start your free trial of PieSync](https://app.piesync.com/signin). With a two-way data sync between the apps that hold your customer data, you can give your team access to up-to-date and correct customer data everywhere and provide a five-star customer experience.

Struggling to keep your customer data up-to-date across different apps? It doesn't have to be a headache. Here's how to keep your customer data accurate and in sync.

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