On January 9, WeChat officially released the "2018 WeChat Data Report". In 2018, WeChat monthly users continued to rise, successfully breaking through 1 billion people, reaching 1.0825 billion. In terms of social aspects, the number of friends per capita increased by 110% in 2018 compared to 2015. From basic chat communication to urban life services, WeChat has unwittingly integrated into our lives. WeChat has such a wide range of influences, as well as the huge commercial potential that can be foreseen. If we use a sentence to summarize the value of WeChat, it is: WeChat for the first time makes precision marketing from feasible to feasible.

HubSpot provides an one-stop inbound marketing for the entire lifecycle by connecting front-end content with back-end traffic data and establishing causal relationships and forming a cyclical dynamic closed loop to increase conversion rates and increase traffic value. Undoubtedly, HubSpot has outstanding capabilities and performance in customer management, marketing, marketing automation, etc.

However, with the popularity and promotion of WeChat at home and abroad, the marketing value of WeChat official account has gradually been recognized by domestic and foreign companies, and the integration of HubSpot and WeChat naturally comes into being.

Based on its powerful WeChat data deep development analysis and integration capabilities, Parllay launched the HubSpot+WeChat integration solution. The solution helps companies seamlessly identify online (website + WeChat) leads/sales opportunities, automate ways to convert and nurture leads from WeChat or web.

The following provides the functional modules and advantages of the integration solution.

Read along or use the navigation in the LEFT to jump ahead.

Synchronize contacts

Synchronize Hubspot's contacts with WeChat official account users, including synchronization of properities and activities.

1.  Synchronize properties

After HubSpot is integrated with WeChat, HubSpot contact properties, such as name, email, mobile phone, company and other information will be displayed in WeChat user information. Similarly, WeChat users' openID, nickname, geographic location, language and other information will also be in HubSpot in the contact properties.

After the properties are synchronized, it is very beneficial for both WeChat users and HubSpot contacts.

For WeChat users, the user name, phone number, email address, company and other information can be displayed, enriching the users' personal real information and increasing the user information dimension. Companies can draw more sophisticated user portraits for precise marketing. On the other hand, the connection between user information and personal real information reduces the difficulty of user management and broadens the marketing channels.

For HubSpot contacts, based on HubSpot's powerful CRM management capabilities, WeChat integration users can be easily viewed, filtered and managed on the HubSpot side. At the same time, the increase of WeChat user information enriches the contact attributes. Companies can draw more complete contact portraits for precise marketing.

2.  Synchronize actions

After the WeChat user is synced to the HubSpot contact, the behavior on the WeChat official account will also be synchronized to the HubSpot contact's action track.

HubSpot is able to track the behavior of contacts on the web, such as browsing the web, filling out forms, clicking on links, receiving emails, replying to emails, etc. The integration solution synchronizes the behavior of the contact on WeChat official account, and the enterprise can view the behavior of the contact in the same place, whether it is from web or WeChat, and obtain the user behavior in real time.

Marketing Automation

Workflow automation is technology that uses rule-based logic to automate manual work, like data entry and lead nurturing. By leveraging self-operating processes that run manual tasks, workflow automation can help your business save time and money, diminish errors, and boost productivity.

Almost every department in your business can benefit from workflow automation. Whether it’s marketing, human resources, or finance, here’s how the technology can help you work smarter, not harder.

HubSpot’s workflows tool is automation beyond email, so you can scale your growth and spend less time on repetitive tasks. Save Time and Scale Growth With HubSpot's Workflows.

The integration solution extends the capabilities of the HubSpot workflow to the WeChat official account, which triggers the WeChat official account action through the HubSpot workflow and interacts with WeChat users. In this way, the interactive management of the WeChat official account users on the HubSpot platform is realized, and the user management efficiency is effectively improved.

Remarketing

Remarketing, as its name implies, is a secondary marketing for users. By identifying the past behavior of the acquired users, judging the relevance of certain user behaviors and values, and then performing accurate remarketing promotion for users who complete specific application events.

Remarketing allows the lost user to come back, reawakens users who are no longer active (or not active enough), and promotes deeper interaction between active users and products.

HubSpot contact management, nurturing, conversion, etc. are all based on email. The premise is that visitors leave a valid email address. For visitors who do not leave a email, Hubspot's marketing process cannot be promoted. However, WeChat marketing interaction is not based on the mailbox. As long as the user subscribe the official account or take action in the account, the official account can send any text, pictures, links, graphic messages, etc. within 48 hours. In this way, even in a promotion, the user does not leave a mailbox, but can still be reached and remarketed. Through interactive marketing, users leave their mailboxes and become a HubSpot contact.

Whether your goal is to drive sales, increase registrations, or increase brand awareness, remarketing can be a strategic part of your campaign.

Increase contact acquisition channels and increase lead conversion rates

HubSpot's Inbound Marketing model integrates email, social media, and website design into a four-step process.

Through SEO, production of high-quality content, etc., users can actively understand the enterprise when using search or social networks, and be converted into website access users;

The access users of the enterprise webpages, some have the willingness to purchase, and leave the corresponding contact information by filling out forms or binding social accounts, and become potential customers of the enterprise;

Email potential customers, make phone calls, keep track of them, and finally close deals, turning users into purchased customers.

After the customer reaches the transaction, the company will continue to provide follow-up services including customer service to satisfy the customer and ultimately form a good effect.

It is not difficult to see from the inbound marketing process that the contacts obtained and managed by HubSpot are from the web page and have left contact information. There are two obvious shortcomings. First, WeChat has gradually become an important channel for online marketing. Its business value has gradually been recognized by domestic and foreign companies, but web marketing cannot reach WeChat users. Then, HubSpot marketing is based on the premise that visitors have contact information. The integration developed by Parllay can solve these two questions.

WeChat has a large user base. With the advantages of mobile terminal, natural social and location positioning, each information can be pushed, so that each individual has the opportunity to receive this information, and then help the merchant achieve point-to-point precision marketing. The leads obtained through WeChat promotion are directly synchronized to HubSpot and become contacts, which greatly increases the access channels of contacts.

Due to the interactive ability of WeChat official account, Parllay can reach users who are not registered in the promotion, that is, fail to become HubSpot contacts. This is the remarketing in the function introduction. To give a simple example, through the promotion activities, 1000 people subscribed the WeChat official account, and 500 of them were synchronized to HubSpot as contacts. At this time, the contact conversion rate was 50%. Then, Parllay filters out the remaining 500 unregistered users and conducts a second round of marketing promotion. If 100 of them leave a contact in the new promotion to become HubSpot contacts.The contact conversion  rate is increased to 60%. Parllay's WeChat remarketing capabilities for unregistered users perfectly compensate for HubSpot's shortcomings in this area.

Build a cross-platform user journey

User Journey refers to the entire process of user interaction with the company from the first contact until the payment is completed.

It's useful to invest some time and experience in creating a user's journey.

1. To be able to understand customers more thoroughly and comprehensively, to accurately analyze and classify customers.

2. Focus on the entire process from the initial visit to the goal, not just one aspect. This kind of setting can avoid the disadvantages of excessive attention to detail, and we can analyze the advantages and disadvantages of our products and services in all aspects.

3. Customer journey analysis is done entirely from the perspective of the customer. The company can directly understand the pain points of each stage of the customer and what the customer wants at this stage.

4. Help companies refactor their products or services into business process reengineering.

The HubSpot+WeChat integration solution syncs WeChat users to HubSpot's CRM. Contact activities include not only their behavior on the web side, but also their behavior on the WeChat official account. The user's cross-platform behavior activities are unified in HubSpot. The enterprise can obtain the cross-platform behavior of the contact in real time, timely understand the activities of them on the web and the WeChat side, and seamlessly identify the potential customers/sales opportunities online (website + WeChat).

Create A Single Customer View

A Single Customer View is an aggregated, consistent and holistic representation of the data known by an organisation about its customers. This data can be viewed in one place, such as a web page or a product port.

Businesses Want A Single Customer View

Businesses of all sizes understand the importance of a single, unified customer view. A single view of the customer is beneficial, as the unified identity allows for an aggregated representation of personal data and customer behavior. While there are many advantages to building a single customer view, many businesses struggle to overcome the challenges associated with building one. Without a holistic representation of the customer, organizations lack the visibility they need in order to keep business moving forward efficiently.

A Single View of the Customer Provides Numerous Benefits

Organizations strive to deliver effective marketing and sales campaigns in order to boost revenue and drive new business. In order to deliver better campaigns and empower field sales teams, having an identity management solution that allows businesses to obtain a single customer view is crucial. An identity management solution allows companies to look into and examine previous customer behaviors, interactions, purchases, etc., to better analyze and target customers to create a single view of the customer. Moreover, with a single view, sales teams are empowered, as they now have information to develop a complete understanding of prospects and customers. Sales teams can understand what products prospects and customers have expressed interest in, what has already been purchased, documents that have been signed, and even feedback and reviews regarding the product. Because companies often have a number of departments which interact with consumers (sales, marketing, customer service, IT, etc.), customer data gets placed in a number of different systems. One department may use an ERP system to manage financial data, while another uses a CRM system to organize customer information. Other parts of the business might use billing, application tracking, and social media monitoring applications to engage with and understand customers.

 A single customer view benefits organizations, allowing them to minimize costs, simplify business processes, and have the strategic edge over the competition. With a 360 degree view of the customer in a single location, business can run more efficiently and effectively. Not only are companies able to better target and drive business with a higher quality of insight, they can also minimize costs by avoiding ineffective marketing tactics. Additionally, a unified view of the customer on a single interface ensures that business can run without complications when employees are out of the office, sick, or on vacation.

A study conducted by Gartner states that “To successfully target, acquire, develop and retain customers, organizations rely on accurate, comprehensive, up-to-date customer information and insight.” This insight provides businesses deeper visibility into their customers and their behaviors, allowing them to better market and sell products. Moreover, as businesses grow and the channels of customer engagement increase, the importance of creating a comprehensive and accurate understanding of the customer increases as well. Building a complete customer view has become a major challenge for businesses to overcome, but one which has a very valuable payoff.

 Challenges Surround Single Customer Views

With several systems and applications managing different types of information, it is difficult to create a single customer view in which all the details associated with the customer are in one location. Moreover, legacy systems can complicate matters, creating difficulties when it comes to sharing data, as they are outdated and inflexible. Data silos, or systems that hold valuable information, are isolated, making it difficult for organizations to be optimally productive.

As businesses employ SaaS and cloud-based applications and systems, sharing data with on-premise systems becomes complicated. Furthermore, as the number of devices and channels of engagement increase (mobile, computers, tablets, face-to-face, apps, etc.) it becomes increasingly difficult to manage information related to a single customer when it comes from numerous devices, databases, applications, and departments. Disparate applications contain all sorts of customer data and without a single customer view, businesses must run multiple applications at once to obtain all that information. Switching back and forth between different applications can complicate tasks and slow down performance. What’s more, different systems must not only communicate seamlessly, they must also be aware of business rules associated with each application and service.

 Create A Single Customer View With Parllay

As WeChat becomes an important channel for online customers acquisition, the various attributes and activities of WeChat users have important commercial value. However, CRM software adopted by many companies in the world, such as Hubspot, has strong customer management, web marketing and automated marketing capabilities, but does not have WeChat user management capabilities. For companies that use HubSpot and WeChat to conduct business, customers are scattered in two systems, unable to focus on data analysis, automatic marketing and customer management, which not only increases customer operating costs, but also reduces marketing efficiency, while also affecting the effectiveness of precision marketing. Based on its powerful WeChat data deep development analysis and integration capabilities, Parllay launched the HubSpot+WeChat integration solution. Contacts obtained by the enterprise from WeChat can be automatically synchronized to HubSpot's CRM, including contact WeChat attributes and real-time WeChat behavior. At the same time, companies can also trigger WeChat official account actions through the HubSpot workflow to interact with users. As such, a single customer view is well represented in the HubSpot.

Which version of Hubspot does this solution apply to?

We support HubSpot CRM and Marketing tools. Whether they are free or paid versions, they can manage Wechat official account. However, because the HubSpot paid version has more functions, the ability to integrate with Wechat will be different.

Is this solution equally applicable to the WeChat subscription account and service account?

We support the WeChat subscription account and service account, which will vary in the details of the implementation. Please contact our consultant for more details.

Is the free version of Hubspot available?

This solution is available for HubSpot CRM and Hubspot Marketing Free/Starter/Professional/Enterprise version. The paid version of HubSpot Marketing in the solution can achieve more.  Contact us for more details and support.

What is the cost of this solution?

According to the number of the users of the official account which accesses to Parllay, we charges a gradient fee for annual use. The monthly cost starts at about 470 US dollars. Contact us for more details about the price.

Do I need to operate the Parllay and Hubspot at the same time?

We offer flexible operational options. Usually, customers can use HubSpot after completing the integration. At the same time, customers can choose to use the two platforms at the same time to achieve more functions, such as in-depth analysis of Wechat data, menu management and QR code management.

Does this solution require technical engineer support?

Most of the cases do not need, we provide a very standard configuration process, and the first initialization of configuration services. Only 30-60 minutes you need to complete the integration of HubSpot-Wechat. It is very easy for marketing personnel to operate and use.