I admit I wasn't the biggest fan of marketing automation platforms (MAPs) when I first heard of them 4 or 5 years ago. Then my previous employer asked me to help them compare a few MAPs, so I did some research. I had already been building enterprise websites on Content Management Systems (CMSs) for a while. So I didn't really feel I needed anything else. I had SEO nailed down, the marketing team could maintain their content on their own, they got confirmation whenever someone submitted a request for contact, and they had live chat. I thought that was all we needed.
So I went from telling myself I just wanted to code and that I wanted nothing to do with marketing to sitting in on meetings about starting a new Inbound Marketing vertical. It was time to bite the bullet and learn more about marketing automation. We had been using HubSpot for some time, and we’d even come up with some “hacky” ways to get our website form data from Sitefinity to HubSpot. Then one day as I was fixing a form for the marketing team, I realized it was time for there to be a more useful integration between the two platforms.
That’s how our HubSpot Integration Module came to be. This module lets you place a widget onto the form you want to integrate (just like any other Sitefinity field), but this one has a little more power than the rest. This widget allows the user to “map” the form to a HubSpot form with just a few simple clicks. Once the user selects the form they want to send list data to, they then configure the Sitefinity fields, and voila! Data integration. We've even left the option to configure "Static" fields, which would allow you to set a value for every user who fills out the form, like a really high lead score.
Here’s what picking a HubSpot form looks like:
And here’s the window for Configuring Fields:
Selecting a form to embed:
Adding CSS classes to embed form:
Are you using HubSpot Calls-To-Action (CTAs)? Simply copy your embed snippet from HubSpot and paste it into the CTA widget from the integration module and you now have a personalized CTA right within your classy Sitefinty CMS.
Paste Embed code in widget:
What does the future hold? If I knew, I would have won that $1.5 billion Powerball prize, but what I do know is the ideas are flowing. With the addition of the Sitefinity Digital Experience Cloud, Sitefinity and HubSpot can actually play very nicely together. With the capabilities of personas in both environments and some handy code working in Sitefinity, we can now use the Sitefinity personalization feature with data collected in HubSpot, and the newly released Sitefinity 8.2 brings personalization down to the widget level, making content even more powerful.
With the powerhouses of Sitefinity and HubSpot at our fingertips, the possibilities of inbound marketing are endless. And I’m no longer just a web coder, but play a role in marketing as well. I admit it’s not nearly as bad as I thought it would be.
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