17 Apps to Enhance the B2B Buyer Expertise

Constructing and optimizing your tech stack with the perfect B2B advertising and marketing integrations improves the shopper expertise and streamlines operations.

Advertising and marketing groups are doing extra with much less, and so they have fuller plates than ever. Firms are implementing AI instruments in each factor of enterprise operations, and scrambling to verify inner groups are making the most of AI to develop sooner, work effectively, and keep forward of the competitors.

And on the identical time, budgets are lean, main advertising and marketing groups to take a tough take a look at their tech spend and see the place there are inefficiencies or redundancies. Current HubSpot analysis discovered that the extra level options, the upper price of possession.

“We’re seeing the strain between short-term development and long-term model funding. With the present financial pressures, many groups will make investments closely in CRO. Spend money on model advertising and marketing whereas optimizing your tech stack,” says Kipp Bodnar, CMO at HubSpot.

How Advertising and marketing Leaders are Shifting to Meet Buyer Expectations

Rising financial challenges have led advertising and marketing groups to refocus their plans. Advertising and marketing leaders need to spend money on predictable channels and win extra enterprise from contacts who already consider of their product.

And client expectations are greater than ever.

Retaining present clients and leveraging upselling and cross-selling are protecting corporations rising — and advertising and marketing leaders are targeted on decreasing inefficiencies to help these objectives.

How the Disaster of Disconnection is Impacting Digital Advertising and marketing

At the moment, corporations are utilizing a median of 200+ apps — and plenty of of those apps don’t converse to one another.

This yields a pile of successfully unusable information, situated in numerous siloed departments of the corporate, telling no useful tales and offering no helpful options. All whereas utilizing up beneficial price range.

When customer-facing groups are siloed, it impacts the shopper expertise — which makes buyer retention tougher to attain.

“What clients expertise is a telltale signal of the operate or dysfunction that exists internally. Realign across the buyer journey,” says Ljubica Radoicic, Director of APAC Advertising and marketing and Buyer Success at Autodesk shared within the current State of Expertise and the shopper expertise report.

She continues, “Discover the disconnected factors, take a look at NPS numbers, and speak to clients. Then, re-engineer the shopper engagement mannequin,”

All customer-facing groups want to have the ability to perceive the shopper journey, with entry to shared information and communication. Which means with the ability to observe particular person clients and developments throughout all customers.

If apps are disconnected from each other and the CRM, corporations lose beneficial buyer info.

Advertising and marketing Hub’s strong ecosystem of B2B advertising and marketing integrations connects customer-facing instruments to offer GTM organizations with a single supply of fact whereas sustaining flexibility.

The Significance of a Advertising and marketing Tech Stack

With siloed information sitting in many alternative martech platforms, it takes a devoted enterprise insights skilled (or an entire crew of them) to make the info actionable. Their time is all the time in excessive demand, which slows down GTM campaigns.

However when apps and instruments can successfully sync and speak to 1 one other, flowing into one centralized platform like HubSpot Advertising and marketing Hub, any crew member can simply dig in and create a data-backed technique for each month, quarter, or yr.

HubSpot’s App Market has 1,250+ integrations that help memorable buyer experiences and enterprise development.

Because the martech app panorama continues to develop, there’s a B2B integration for nearly each advertising and marketing tactic you need to use to achieve your viewers.

And since so many platforms combine with HubSpot, entrepreneurs can join disparate programs and collect deep, actionable insights about the entire buyer expertise.

Listed here are 17 advertising and marketing integrations that you need to use with HubSpot to enhance the shopper expertise and develop with linked information.

1. Amplitude

Amplitude is a knowledge software for digital merchandise that helps customers dig in deep with analytics.

Advertising and marketing and buyer success groups can monitor in-product occasions with Amplitude and add them to contact profiles in HubSpot, creating a greater understanding of how clients use their merchandise.

One other method to make use of Amplitude along with your CRM is for smarter segmentation — use Amplitude cohort information to construct HubSpot contact lists primarily based on comparable behavioral occasions, like customers who allow push notifications throughout onboarding.

“The primary profit is getting our advertising and marketing e-mail information from HubSpot into Amplitude for viewing, cohort evaluation, debugging and consumer journey visualization,” mentioned Austin Hay, Head of Advertising and marketing Expertise at Ramp.

“At first, we used the combination to get alerts when items of the funnel have been damaged,” he continues. “Now, individuals use the info to visualise consumer journeys, create advert hoc analyses, debug campaigns and extra.” 

Hay continues, “[The integration] has made us extra environment friendly. We wanted the flexibility to offer low-code operators instruments to visualise our advertising and marketing e-mail information. Amplitude has performed this for us with the combination. It is made us sooner and extra environment friendly in our work.”

2. Demandbase

Platforms like Demandbase assist to align customer-facing groups and help data-driven knowledge-sharing to enhance outcomes and lower down on duplicate work.

“Demandbase works effectively for our enterprise, it helps advertising and marketing, gross sales and enterprise improvement align heading in the right direction accounts. We use this integration for gross sales insights, merging sources for MAP, gross sales enablement and nameless exercise, and display-based promoting,” mentioned Tess Baldwin, Sr. ABM Supervisor at Sample.

3. Hightouch

Having the proper information is one factor, and utilizing that information to influence what you are promoting’s backside line is one other factor fully.

Hightouch retains buyer information recent and synced always, from all sources — so you may simply monitor every buyer’s journey and supply a extra personalised shopping for expertise.

Hightouch helps buyer success groups in understanding the shopper journey and the info behind each conversion level, and HubSpot helps make it usable for development.

Use Hightouch with HubSpot to:

• Arrange proactive alerts primarily based on buyer conduct
• Increase ROAS and MQLs with smarter lead scoring
• Entry churn and LTV intelligence to extend gross sales

James Wilson, CEO and Co-Founder at Veriglif wrote, “Superb — saved a lot dev time. Would suggest to anybody attempting to sync information between PostgreSQL and HubSpot.”

4. Fortunate Orange

Fortunate Orange takes consumer journeys by a web site and turns them into data-driven dashboards that shine a lightweight on development alternatives throughout your model’s digital presence.

Use integrations like Fortunate Orange with HubSpot to create heatmaps and monitor all internet engagement occasions. Then, arrange workflows and alerts in HubSpot that hold clients engaged and provides your gross sales crew alternatives to strike when the iron is scorching.

“Fortunate Orange is my favourite app for HubSpot — we use it for CRO and gross sales enablement. The heatmap options and kind analytics give us nice insights and the combination with HubSpot makes it attainable to view how completely different segments use our website primarily based on properties in HubSpot,” mentioned Jeppe Nyrup, Head of Strategic Partnerships at Avidly.

Nyrup continues, “The recording characteristic is vital for gross sales reps to observe which contacts have been curious about our pages.”

5. Microsoft Dynamics

Having your CRM arrange appropriately and accessible to all GTM groups is vital to customer-centric enterprise development. The CRM ought to direct all enterprise choices and gasoline advertising and marketing, gross sales, and help dashboards.

With HubSpot, you may deliver your individual CRM, like Microsoft Dynamics, join it to your Advertising and marketing Hub, and reap the advantages of a unified supply of fact between advertising and marketing and gross sales.

To be able to see essentially the most influence out of your CRM, be sure your CRM information is synced always.

Maximize the facility of the CRM on your gross sales crew by serving to them:

• Prioritize the proper contacts
• Construct relationships by reaching out on the proper time
• Flip prospects into clients utilizing information

“We would like our BD crew which are working in HubSpot to know if a lead has already been created from our inbound channel that the gross sales crew is already engaged on or was engaged on in some unspecified time in the future,” shared Høgni á Reynatrøð, Head of Digital Advertising and marketing, Queue-it.

“With the combination, we’re sure of not overlapping and collaborating even when we’re utilizing two CRMs. The mixing helps us keep away from enterprise improvement outreach concurrently our gross sales crew is working the account.”

6. NetSuite

Clear prioritization helps gross sales groups shut extra offers. With NetSuite and HubSpot, gross sales groups can contact leads with a excessive intent to buy. They’ve the info and instruments to behave as a advisor within the prospect’s journey.

Utilizing much more buyer exercise information from advertising and marketing, gross sales can construct a fuller image and tackle buyer ache factors.

The NetSuite and HubSpot integration additionally cuts out handbook information entry, permitting gross sales groups to spend time constructing relationships with prospects.

“We use this integration to sync MQL contact particulars from HubSpot to NetSuite and share the identical lifecycle and lead standing between the 2 apps. Total it was a really clean transition,” Dinithi Abeysiri, Digital Engagement Supervisor at Scorching Spring Spas mentioned.

7. ON24

ON24 is a webinar and digital occasion platform that permits seamless digital experiences. The ON24 webinar integration helps smarter webinar internet hosting and promotional efforts by syncing ON24 information with HubSpot, and vice versa.

When occasion advertising and marketing groups combine ON24 with HubSpot, they will host extra dynamic webinars, ship engaged leads immediately into the gross sales pipeline, and convert extra attendees into certified leads.

Leverage the bidirectional sync between ON24 and HubSpot to:

• Share registration info between strategic companions
• Create a HubSpot touchdown web page that routinely registers attendees with ON24
• Merge duplicate or present contacts generated by webinar registrations
• Discover new segments in HubSpot to focus on post-webinar primarily based on actions throughout the occasion

“The first advantages are ease of use and bi-directional sync. This permits us the pliability to make use of the default ON24 registration web page as wanted, and push registrants into HubSpot, or to construct and make the most of a HubSpot touchdown web page and registration web page for a webinar whereas simply pushing these registrants into ON24,” mentioned Aaron Burke, Govt Director of Advertising and marketing and Gross sales for Precision Drugs Group.

“With out this integration, we have been solely in a position to successfully push registrant leads from ON24 into HubSpot. The mixing offers us with far more flexibility in how we’re in a position to seize registrants to ON24 webinar occasions.”

8. OneSignal

Use OneSignal and HubSpot to create and facilitate personalised cellular and internet push notifications inside HubSpot workflows — and meet your clients wherever they’re prepared to purchase.

Segmenting your audiences by engagement conduct, demographic info, or different customized standards can result in 21% greater click-through charges (CTRs).

And with HubSpot, now you can strive AI instruments like ChatSpot to seek out engaged segments to check.

Use the combination to:

• Ship messages all through the consumer journey and throughout channels
• Set off in-app messages on cellular units to teach and delight customers
• Construct customized notifications utilizing HubSpot CRM information and add personalization tokens like first identify, firm identify, or location
• Analyze push notifications in a contact’s exercise timeline in HubSpot

“The mixing lets you use push communications by HubSpot. We run a number of income campaigns each month, so having the push app communication built-in inside a circulation makes the storytelling of that marketing campaign synergistic,” shared Ligia Assef, Advertising and marketing Analyst at Suno.

“You may phase the shopper base or leads based on what you are promoting, being much more direct and assertive in communication. As an additional profit, automation frees up the crew’s time to research outcomes and make enhancements to maximise the conversion fee.”

9. RollWorks

Integrating ABM instruments like RollWorks with HubSpot make it attainable to sync, phase, rating, and prioritize the leads that must be labored ASAP.

Plus, entrepreneurs can use ABM concentrating on to create dynamic digital advert campaigns, then monitor the efficiency in HubSpot.

ABM platforms assist advertising and marketing groups uncover goal audiences inside your present CRM or advertising and marketing suite.

And integrations like RollWorks and HubSpot can routinely floor essentially the most certified segments utilizing machine studying and a proprietary prioritization algorithm.

“RollWorks [with HubSpot] has been extremely profitable for our enterprise. We have been in a position to attain practically half of our goal accounts and progressively transfer them alongside within the purchaser’s journey,” added Katie McCauley, Senior Advertising and marketing Supervisor at SnapFulfil.

“We use RollWorks to achieve key consumers at goal accounts that we might not be capable of attain in any other case.”

10. Salesforce

For mid-sized companies as much as enterprise organizations, becoming a member of gross sales and advertising and marketing information generally is a beast.

However with sensible integrations just like the Salesforce and HubSpot integration, advertising and marketing and gross sales ops groups can routinely ship HubSpot contact data into Salesforce, and Salesforce data again to HubSpot.

Use this integration to arrange automated gross sales crew alerts when a lead is able to go — and assist gross sales reps tailor their outreach utilizing lead intelligence and optimization instruments for a greater success fee.

“The Salesforce + HubSpot integration lets us automate lead administration, keep away from errors, and get an entire view of promoting and gross sales exercise,” shared Javier Peinado Ramirez, Digital Advertising and marketing Specialist at Wolters Kluwer España.

He continues, “We’ve improved effectivity in lead administration and may entry high-value info for gross sales and advertising and marketing.”

11. Phase

Buyer Information Platforms (CDPs) like Phase gather occasions from internet and cellular apps, then translate the info into actionable insights.

Utilizing HubSpot and Phase collectively, advertising and marketing groups can outline what information maps the place, and the way every supply is tagged — with no code required.

Use Phase with HubSpot to:

• Centralize buyer information from all sources and groups
• Mechanically hold buyer information updated and sync adjustments throughout programs in actual time
• Seize consumer exercise and map behavioral occasions to contact profiles in HubSpot
• Add Phase occasions to HubSpot reviews and workflows
• Save time and remove handbook listing importing and administration

“HubSpot’s Phase integration has allowed us to increase our skill to leverage buyer web site exercise information into our HubSpot automation technique,” Kaitlynn Sirotkin, Advertising and marketing Automation Supervisor at Enervee Company mentioned.

“Utilizing this information, we have been in a position to implement e-commerce methods tailor-made to every particular purchaser that in any other case wouldn’t have been attainable with out intensive customized improvement work.”

12. Sendoso

Delight prospects and clients by organising HubSpot workflows that set off Sendoso eGifts and bodily presents.

Advertising and marketing groups can use presents and experiences to thank model ambassadors and superusers, gross sales groups can follow-up demo calls with tailor-made thank-yous, and buyer help can automate present workflows every time the event calls for an additional shock and delight second.

Use the Sendoso integration with HubSpot to:

• Automate junk mail gifting primarily based on HubSpot standards
• Measure ROI on junk mail or experience-based campaigns
• Arrange e-mail alerts for gross sales and advertising and marketing to maintain groups aligned
• Set off presents primarily based on actions in HubSpot, like attending a product demo
• Shorten the gross sales cycle with distinctive, personalised presents

Jake Reni, SVP of Gross sales at AudioEye has discovered success with the combination.

“Straightforward to implement, launch, and drive adoption throughout my gross sales crew. The product catalog has loads of choices for any kind of marketing campaign,” he mentioned. “I’m loving that I can see when my crew makes use of a Sendoso contact of their HubSpot contact exercise feed. A must have for anybody promoting into enterprise!”

13. Supermetrics

For evaluation of what you are promoting metrics, Supermetrics permits you to routinely (and securely) transfer HubSpot information from all portals into spreadsheets, Google Information Studio, information warehouses, and every other databases.

Use this integration to find insights throughout information sources, like which advertising and marketing campaigns have led to essentially the most recurring income, or which buyer help points have led to the best churn charges. Create information visualizations to trace crew efficiency and discover locations for enchancment.

“[The HubSpot and Supermetrics integration] has helped us take reporting and information evaluation to the subsequent stage. As the principle Google Information Studio connector for shopper reporting for all digital advertising and marketing campaigns, we will combine numerous information sources to correlate and get insights.

We additionally use it to get extra metrics and visualizations on gross sales crew efficiency. It has all the info sources any company wants,” Maricarmen Vargas, Digital Advertising and marketing Buyer Expertise at Purple Ventures mentioned.

14. Tableau

Tableau is an clever information visualization software that may flip information from HubSpot, together with different sources, into advanced, however usable reviews.

Use information platforms and enterprise intelligence instruments to create visualizations and dashboards that make developments and concepts extra apparent, and inform tales with clear, actionable takeaways.

Use the Tableau integration for HubSpot to:

• Cross-reference advertising and marketing and gross sales information
• Optimize campaigns by phase
• Uncover new audiences with a excessive alternative to transform
• Benchmark funnel efficiency and determine drawback areas
• Construct dashboards to benchmark advertising and marketing efficiency

15. WhatsApp

Let your gross sales groups join with clients with 1:1 messaging inside HubSpot, delivered to prospects and clients on some of the common messaging apps globally: WhatsApp.

Preserve monitor of every dialog inside HubSpot, and set WhatsApp messages as workflow triggers.

Use WhatsApp with HubSpot to streamline communication:

• Ship WhatsApp messages inside HubSpot workflows
• Automate deserted cart texts
• Obtain notifications for brand new messages through HubSpot
• Add new leads from WhatsApp routinely
• Monitor gross sales conversations in a centralized location, not a gross sales rep’s private machine
• Permit clients and prospects to ship paperwork or attain out for help through WhatsApp
• Pool incoming leads in a shared inbox and route conversations to gross sales reps
• Enhance visibility into lead requests from SMS

“This integration permits us to report communications between our advertising and marketing and gross sales groups and prospects and shoppers, and make these conversations accessible to related members of our crew. We’ve been in a position to enhance our gross sales and shopper communications,” shared Kristeen Romero, RevOps Options Lead at Oxygen.

16. Zoom

Utilizing the Zoom integration with HubSpot, you may routinely add video assembly hyperlinks to advertising and marketing emails and gross sales invites.

Plus, advertising and marketing groups can facilitate and promote Zoom webinar registration and follow-ups with HubSpot in a extra streamlined workflow.

By automating appointment-booking, gross sales groups can e-book extra calls and advertising and marketing groups can cut back friction in handing off heat leads.

Qaunain Meghjee, Senior Product Supervisor at The Economist makes use of the Zoom integration with HubSpot, and shared the next. 

“[The integration] completely provides video assembly hyperlinks into auto-generated calendar invitations which are created through the reside chatbot and the assembly bookings web page. Now, assembly invite and reminder emails routinely have a Zoom hyperlink.”

Meghjee continues, “I like that the combination is cost-free, automated, and works seamlessly with Outlook and Google Calendar integrations.”

17. ChatSpot

Entrepreneurs can leverage AI with the brand new ChatSpot app, which mixes the facility of ChatGPT and HubSpot CRM, serving to make sense of your HubSpot information and turning insights into motion gadgets that may transfer the lever.

To profit from ChatSpot, ask questions and supply directions in pure language by the chat interface to assist enhance advertising and marketing and elevate the shopper expertise.

For instance, somewhat than looking out by your HubSpot account for information by hand, you may ask ChatSpot, “Give me a abstract of buyer help tickets from the previous quarter that point out our product,” or “Create a report of corporations added final quarter summarized by nation.”

“[ChatSpot is a] large recreation changer for frontline gross sales professionals! HubSpot was already the chief in CRM expertise and utilized AI earlier than ChatGPT. The truth that [ChatSpot is] thus far alongside so rapidly is a testomony to [the HubSpot] crew. Wanting ahead to leveraging this expertise!” William McNeil, Founding father of WeeklySuccess shared.

Gross sales and advertising and marketing groups can automate advanced development workflows with account engagement evaluation, efficiency measurement, segmentation primarily based on area of interest standards, and multi-channel ABM automation.

Constructing a Strategic, Built-in Tech Stack: Extra Approachable Than Ever

With instruments for every thing from lead scoring to e-mail advertising and marketing to social listening and extra, it’s comprehensible that advertising and marketing groups need to remove inefficiencies and generate extra income by bringing on new instruments.

But when these instruments can’t successfully speak to 1 one other, it turns into a barrier to development, not a bonus.

HubSpot’s App Market has ready-to-use B2B integrations for each side of promoting development. Advertising and marketing groups throughout industries can get insights from each software and eventually entry that elusive single supply of fact.

Clear information means clear insights — and the facility to create a memorable buyer expertise that drives enterprise.