Start Free trial

Articles in this section

Use HubSpot Data in VWO for Account-Based Marketing

Jash Unadkat
  • Updated
Share:
Follow
close this to read article
Feature Availability:  This feature is available with VWO Testing and Personalize on the Enterprise plan.

This article covers the following:

Overview

Integrating HubSpot with VWO enables you to import valuable Account and Contact data directly from your HubSpot CRM into VWO’s Data Studio. This integration is crucial for Account-Based Marketing (ABM) as it allows you to use your rich HubSpot data to precisely segment visitors and deliver personalized web experiences in VWO campaigns.

The synchronization process involves authenticating your HubSpot account, selecting the data objects (Accounts, Contacts) you want to import, mapping HubSpot fields to VWO attributes, and initiating the data sync.

Prerequisites

To integrate HubSpot CRM with VWO, you must have:

  • An active HubSpot account.
  • Data Studio Add-on enabled in your VWO account.
  • Administrator-level access within HubSpot to authenticate and grant access to data objects (Accounts, Contacts).
  • HubSpot integration enabled in VWO. For more information, see Enabling HubSpot Integration.

Configure the HubSpot Integration for Personalization

Follow these steps to enable the use of HubSpot data for personalization.

  1. Log in to your VWO account.
  2. From the left navigation panel, navigate to Configurations > Integrations. 
  3. Search for the HubSpot tile and click Manage.
  4. On the Config tab, enable the Connect HubSpot to enable visitor targeting, account-based marketing, and insights data syncing option, and authenticate your HubSpot account. For more information, refer to Enabling HubSpot Integration for detailed instructions.
  5. Once you authenticate your HubSpot account, select the Enable use of HubSpot list for Visitior targeting checkbox, and click Save. 
enable hubspot personalization.png

After enabling the use of HubSpot data for personalization, you must select the data objects to import and map your HubSpot fields to the attributes in VWO.

Data Synchronization and Field Mapping

Under the HubSpot configuration, select the data objects you want to synchronize. 

You need to map the appropriate HubSpot fields to VWO attributes for every object.

Here's how to map your data:

  1. Click Map fields corresponding to the data object, such as Accounts or Contacts.
    Map fields.png
  2. The Map account fields view displays a table with VWO field names on the left and HubSpot fields on the right.
    • VWO provides standard fields, such as Account Domain, Company,  Industry, and others, for which HubSpot fields are typically auto-mapped.

    • Select the HubSpot field from the dropdown list that corresponds to the VWO field.

  3. To add custom fields for targeting or personalization, select Add more fields and map them accordingly.
  4. Once all necessary fields are mapped, click Save and sync.

Similarly, map the data for Contacts. After mapping the respective data fields, select Sync Now next to the object name (Accounts and Contacts) to initiate the complete data transfer to VWO Data Studio.

Note:

  • Once you map and sync the data for the first time, Data Studio may take a few minutes to display the data. The total time required for complete data synchronization depends on the volume of data in the HubSpot account, which may result in a longer duration.
  • The data is automatically synced every 24 hours to fetch updated contacts or leads.
  • VWO maps both Contacts and Leads data into a single unified table called Contacts in Data Studio.
  • Changing the field mapping (adding, removing, or modifying fields) forces a complete re-sync of all data for that object to maintain data integrity.

Once your HubSpot data is successfully imported and mapped, you can utilize its attributes to create custom segments for account-based marketing. This allows you to deliver personalized experiences specifically tailored to your target audience.

Verify HubSpot Integration

To verify the integration and successful data transfer in VWO Data Studio:

  1. From the navigation panel on the left, navigate to Data360 > Data Studio.
  2. Verify Accounts and Contacts:
    1. Select the Accounts tab to view your synced HubSpot company data.
    2. Select the Contacts tab to view your synced HubSpot individual data.
  3. Look for the HubSpot data in Data Studio to confirm it is correctly attributed to the source.
  4. Ensure the synced record count is accurate and matches the data quantity you expect to see in VWO.

Troubleshooting

Issue Possible Cause Recommended Solution
The Account data does not appear in Data Studio. The HubSpot Accounts object synchronization may be pending. Return to the HubSpot Config screen and confirm that the Accounts object is synchronized.
Data fields are displaying blank. The field you mapped in VWO may not be populated with data in HubSpot for that specific record. Verify the data directly in your HubSpot CRM for the specific Contact or Company record to ensure the field has a value.
Cannot use HubSpot data for personalization. The primary sync or the integration is only enabled for pushing VWO data to HubSpot. On the HubSpot Config screen, ensure the option to Enable HubSpot data for personalization is correctly selected.

FAQs

  • Does VWO automatically handle the association between HubSpot Contacts and Companies? 
    Yes. When VWO imports the Contacts data, it receives the data points associated with the contact record. If the contact is associated with a company in HubSpot, and the corresponding Company Domain/Account ID is mapped, VWO uses this information to perform both individual and account-level targeting

Need more help?

For further assistance or more information, contact VWO Support.

 

Was this article helpful?

Return to top

Related articles