Hubspot and Outreach.io
Outreach.io comes with a very native integration with Salesforce, but what if you have your CRM database in Hubspot instead of Salesforce?
PieSync to the rescue! How should you setup this sync?
If you're new to PieSync, this guide will you get started with the essentials.
When you sync Outreach with HubSpot, you can customize the following three elements to your sync.
- Sync direction
- Connection rules
- Field mappings
There is no one typical use case, no one best practice that can be documented to sync HubSpot and Outreach. We'll provide various different tips, rules, and field mappings for you to draw inspiration from. You don't have to use them all!
It starts by choosing the direction of your sync. Depending on how Outreach and HubSpot are implemented in your org, you can consider three different settings.
- Most customers opt for a two-way sync, allowing records to be modified by PieSync in either system. This is the setup we see most commonly as it would enable contacts to move from HubSpot into Outreach as well as the other way round.
- You could choose for a strict one-way sync. Imagine you only wanto to sync certain Outreach contacts tagged in a certain way move into HubSpot, to have them assigned to the right owner in HubSpot. You don't want data flowing back. Ever.
- Of course there's the opposite way too. For example, a HubSpot List can define which data can move into Outreach to become Accounts there. We will cover more possible filters in the next part on Rules.
On to the connection rules. These define which contacts are in scope of the sync. In a secondary use case, rules are capable of translating HubSpot states into Outreach states or vice versa. Rules come with filters and actions.
With this setup, PieSync would create in Outreach any newly created HubSpot contacts (1), as well as in fact create any existing HubSpot contacts (2). Once they are created or identified, it would update and keep those contacts in continuous sync (3). It would do the same in the other way round, requiring PieSync to identify which contacts are potentially already present in both systems.
Only in a rare number of cases would you want to run these rules in unfiltered fashion. Here are different rule examples - inspired by you, our customers!
note: Regardless of what rules start out with, they can still see data sync two-way.
Active list syncing
Make syncing dependent from an Active List in HubSpot. These Active Lists in themselves contain complex filters. We argue this is a best practice setup. It enables you to keep the sync rule setup simple and constant inside of PieSync. Merely changing the active list in HubSpot would allow other contacts to start - or stop - syncing.
Syncing stages with lead status or lifecycle stage
Some two-way rules here that can be read in both directions, indicating that there is sales outreach happening in both platforms, so Lead status (HubSpot) and Stage (Outreach) need to move in tandem!
Aligning the opt outs across the two systems - notice the "If in HubSpot CRM" filter to ensure you're not needlessly syncing contacts over.
Leads stay in Outreach up until the moment that they hit the MQL stage. From that point onwards they start syncing, and they also set the right lifecycle stage in HubSpot!
Landing page funnel
Contacts coming in through a HubSpot landing page get sent into Outreach, and directly into their respective stage, possibly triggering sequences in Outreach.
Website visiting behavior
The “has visited website today” field is the result of a HubSpot automation and triggers a sequence in Outreach.
A sync within a sync
Specifically syncing leads with Outreach if and only when when they were the result of a certain Intercom integration. This is in fact a sync within a sync!
The field mapping defines how contacts will sync. A huge time & lifesaver in PieSync is that most of these are automatically set for all basic contact fields that HubSpot & Outreach share by default.
Typically it's best to keep these default field mappings all activated as they represent the essential contact attributes that you would not want to grow out of sync in any circumstance.
We do understand you could want to turn off the “job title” field mapping when you like to keep that information siloed and consciously different in both systems, as illustrated in this example.
Customizable field mappings
Field mapping also includes ability to custom map both text fields as well as date & checkboxes fields. This is fully customizable not only before setting up a new sync, but it can also be modified for an ongoing sync.
Here's a comprehensive example of how you can leverage mappings.
- Both company properties as well as contact properties are being mapped.
- Growth metrics, get directly synced onto the contact record in Outreach.
- General opt out preference (yes/no) gets synced directly into the opted out (yes/no) from Outreach, to ensure GDPR compliancy.
- Address properties (Billing City & State) explicitly custom mapped to overwrite the normal Address mapping
- Campaign name gets synced bidirectionally.
- An MQL timestamp synced into Outreach, probably triggering an event in Outreach.
PieSync is more than just a turnkey solution
Being able to sync HubSpot Marketing Hub or CRM with Outreach aids in frictionless selling because it keeps the underlying contact data in sync, and saves time in manual import/export operations.
That ease of use & data consistency comes in handy as well when syncing contacts to a billing app, or a secondary CRM, a VOIP system, or even another dedicated marketing platform.
Here’s what this could look like syncing not only HubSpot and Outreach, but Google Contacts and Chargebee as well.
PieSync is not only a turnkey solution to sync HubSpot and Outreach exclusively. In fact, it solves a data problem that goes beyond these two apps. On average, users tend to connect 3-4 applications all through PieSync.
Automate more and better
PieSync only handles a fraction of the entire sales process: it builds the data bridge between two systems HubSpot and Outreach. There's way more magic happening under the hood.
In HubSpot, Active Lists contain complex filters. HubSpot automations can make changes to contacts all the time.
In Outreach, different triggers can be defined on the basis of custom properties. The sequences and stages can be configured in many creative ways too.
There's no one ideal way of selling, or we'd all be millionaires. PieSync lets you craft your own sync, for your business. We can't wait to see what you come up with.
All HubSpot customers (including free users) are eligible for a 25% discount on any PieSync plan. Sign up for a free trial to receive your discount.