Over the last few years, chatbots have dutifully demonstrated their capacity to streamline communication between customers and businesses across industries and improve lead generation for sales teams. 

As a digital and/or advertising agency, you’re more than aware of the possibilities of chatbots for sales, thanks to their 24/7 availability, the natural flow of the conversation, and the automation and integration options. One of their key value, though, is buried behind the scenes; their connection with your CRM or your clients’ CRM.

A CRM system is a powerhouse in and of itself. Studies have shown that the ROI of a well-implement CRM software system can exceed 245% (IBM) and it can boost conversion by as much as 300% (Finances Online). Equally positive effects of CRM have been reported in the areas of sales performance and forecasting. 

Now, picture all that organized customer data used in automated immediate conversational exchanges at all times, on the web, or via a messaging app your customers typically use. 

Having access to up-to-date data will allow you to build a powerful and consistent lead generation for sales strategy, and that would be possible thanks to a well-oiled CRM connection. 

That’s why making CRM-chatbot integration as easy and smooth as possible is never too low on our to-do list. This time, the CRM we get to tick off the list is HubSpot.

Why HubSpot for Chatbot Integration?

HubSpot is a leader in the digital marketing realm with a cloud-based, all-in-one CRM built to help manage every team in the company, which is one of its top facets. Since a lot of their foundation tools are free to use, it’s highly popular. 

In fact, HubSpot is one of the top 10 integrations our customers use to access a Webhook work-around. This was one of the top factors that propelled us to make it an easy-to-setup native integration.

Landbot’s Native HubSpot Chatbot Integration

Your HubSpot chatbot integration can be found in the Integrations Library among all the other native connections available: 

From here, you can manage all your HubSpot account connections across all your bots. 

In the builder, find the HubSpot chatbot integration block in the side menu: 

Or by dragging the green arrow out and pulling it from the pop-up list: 

Before you can see the full anatomy of the block, you need to set up your account:

How to Integrate HubSpot into Your Chatbot

Having set up your HubSpot-Landbot account connection, the HubSpot integration block will offer you  to choose from three action categories: 

• Create data
• Update data
• Get data

Under each category, you can specify the action by selecting one of the following: 

• New Contact
• New Company
• New Deal
• New Ticket

Each of the actions come with pre-set variables relevant to the specific action. E.g. “New Contact” automatically retrieves “First Name,” “Last Name” and “Email” variables.

However, if you require more information to set up a new contact, you can add the extra variables you need. 

Click “+Add” under the “Extra Fields” section. Select the name of the action from the list available and then either select a corresponding variable from our variable library or create your own variable from scratch. 

Next, you can test your integration to make sure everything works smoothly:

Last but not least, similarly to the Webhook block, you can easily save responses as variables:

If you want to get a comprehensive overview of the HubSpot chatbot integration process check the video below from our Academy:

Benefits of Integrating HubSpot into your Chatbot

Integrating your HubSpot CRM with Chatbot will open a new world of possibilities for your customer journeys, from the beginning to the end. 

• Automated lead capture and qualification: All those leads captured through conversations are automatically transferred to HubSpot and organized. Also, as pointed out, the chatbot can already qualify the leads by asking predefined questions, ensuring that only high-quality leads will be sent to the sales team. 
• Data centralization and consistency: The HubSpot chatbot integration ensures that all lead information is saved and stored in just one centralized system, preventing data silos and guaranteeing sales, marketing, and customer success teams have updated and reliable data to provide the best experience for the prospect or customer.  
• Accurate analysis and reporting: The chatbot integration with your CRM or your clients’ CRM will allow you to improve the tracking of lead sources, as well as conversion rates and customer behavior. This data can be used to adapt your marketing strategies, improve the ROI for your clients and your own cost-effectiveness. 
• Smooth handoff to sales teams: Every time a lead is properly qualified by the chatbot, the integration with HubSpot can allow the appropriate sales team member to instantly take over when it’s the right time, with all the relevant information about the prospect in hand. 
• Scalability: Chatbots can handle a large volume of conversations simultaneously, gathering lots of insights and information. To be able to grow your client’s business, it’s important to make sure no data is lost in the process and it is managed efficiently by integrating the chatbot with their own CRM. 
• Enhanced customer experience and retention: thanks to the data captured by chatbots and stored on HubSpot, you can improve your lead nurturing strategy with personalized follow-up messages according to their channel preferences, making these marketing touch points more natural and less intrusive from the customer's perspective. 

HubSpot Chatbot Integration: The Wrap-Up

A survey by Invoca found that 76% of consumers would stop doing business with a company after just a single bad experience. And, according to Epsilon, 80% of consumers are more likely to buy from a brand that provides a personalized experience. 

The HubSpot chatbot integration can be quite a game-changer for any digital or advertising agency looking to elevate their lead generation strategy for their client. 

By connecting both tools, you are not only streamlining and automationg the lead capture process but also enabling more personalized campaigns, data-driven decisions by a more informed and updated sales team. 

If you are looking for a way to deliver great value to your clients, achieve better results and a higher ROI, try out our HubSpot chatbot integration free today!