ZoomInfo HubSpot Integration: Your Guide to Smarter Sales & Marketing

To really supercharge your sales and marketing efforts, integrating ZoomInfo with HubSpot is a must. Think of it as giving your HubSpot CRM a massive data upgrade, instantly making your lead profiles richer and your outreach way more effective. This isn’t just about connecting two tools. it’s about building a smarter, more efficient system that helps you find, understand, and engage with your ideal customers faster than ever. When these two powerhouses work together, you get accurate, up-to-date business intelligence right where your sales and marketing teams operate, cutting down on manual work and boosting your overall revenue game. We’re going to walk through everything you need to know about setting up and making the most of this integration, from the initial setup to the advanced strategies that really drive results.

You know how critical good data is for sales and marketing, right? It’s basically the fuel that powers your whole engine. Without it, you’re just guessing. That’s where ZoomInfo and HubSpot come in, and when you bring them together, it’s like putting rocket fuel in your CRM. You see, HubSpot is awesome for managing your customer relationships, deals, and marketing campaigns. But like any database, the data can get stale pretty fast—people change jobs, phone numbers update, companies evolve. ZoomInfo steps in to keep all that information fresh, accurate, and incredibly detailed, right inside your HubSpot account. This partnership helps you identify, target, and convert prospects much more efficiently, turning your lead generation and sales prospecting into a much smoother, more powerful operation.

Why Bother? The Real Benefits of Connecting ZoomInfo and HubSpot

So, why go through the trouble of linking these two platforms? The answer is simple: efficiency, accuracy, and a serious boost to your bottom line. When you integrate ZoomInfo with HubSpot, you’re not just merging databases. you’re creating a unified, intelligent system that empowers your teams in multiple ways.

Get Rock-Solid Data Accuracy

One of the biggest headaches in sales and marketing is outdated contact information. Imagine crafting the perfect pitch only to find out the phone number or email is wrong. Super frustrating, right? With ZoomInfo integrated, that largely becomes a problem of the past. ZoomInfo automatically updates your HubSpot CRM with verified, current contact data, firmographic details like company size and revenue, and even technographic insights what tech stacks companies are using. This means your sales reps are always working with the freshest information, which can significantly reduce bounce rates and improve your connect rates.

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Supercharge Your Lead Generation and Qualification

HubSpot already has some neat features for scoring leads, but adding ZoomInfo takes it to another level. ZoomInfo brings in over 100 validated data points, including valuable intent data that tells you which companies are actively looking for solutions like yours. This kind of insight allows you to prioritize leads based on genuine interest and relevance, so your sales team can focus on the hottest prospects. It also helps with identifying key decision-makers within a company, giving you an organizational chart view that’s incredibly helpful.

Streamline Your Workflows and Save Time

Let’s be honest, nobody enjoys manually inputting data or switching between a bunch of different tools. Integrating ZoomInfo means your teams have access to ZoomInfo’s powerful features without ever leaving their HubSpot dashboard. This cuts down on that back-and-forth, eliminating a ton of manual data entry and research tasks. You can set up automated workflows in HubSpot to enrich leads with ZoomInfo data as soon as they enter your CRM, ensuring your data is always complete and up-to-date. This automation frees up valuable time for your sales reps to do what they do best: selling.

Build a 360-Degree View of Your Prospects

With the integration, you get a much more comprehensive understanding of your contacts and companies. Combining ZoomInfo’s extensive B2B data like direct dial phone numbers, corporate emails, revenue, location, and technologies used with HubSpot’s CRM allows you to build out richer account records. This unified view fosters better collaboration between sales and marketing teams and helps them tailor strategies to specific needs. ZoomInfo HubSpot Integration Permissions: Your Guide to a Seamless Data Flow

Personalize Outreach Like Never Before

When you have deep insights into a prospect’s company, their role, their tech stack, and even their intent signals, you can craft hyper-personalized messages that actually resonate. Generic outreach is a thing of the past. Imagine reaching out knowing exactly what software they use or what topics they’ve been researching. That’s the power you get with enriched data, leading to higher prospect engagement and better conversion rates.

Getting Started: How to Integrate ZoomInfo with HubSpot

Connecting ZoomInfo and HubSpot isn’t overly complicated, but it does require a few key steps to make sure everything runs smoothly. Here’s a straightforward guide to get you set up.

Step 1: Prep Your HubSpot Account

Before you even start the integration, it’s a good idea to tidy up your HubSpot database. Think of it as spring-cleaning before you bring in a new, powerful data source.

• Clean Up Existing Data: Go through and remove any old, duplicate, or obviously incorrect records. HubSpot has tools for deduplication that can help you with this. Messy data going in means messy data coming out, even with ZoomInfo’s help.
• Define Your Goals: What do you want to achieve with this integration? Better lead scoring? More accurate contact info? Streamlined lead routing? Having clear goals will help you configure the integration for optimal performance.
• Check Permissions: Make sure you have admin access in both your ZoomInfo platform and your HubSpot CRM. You’ll need these credentials to connect everything.

Step 2: Install the ZoomInfo Integration

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1. Log into HubSpot: Start by logging into your HubSpot account. You’ll need administrative access for this.
2. Head to the App Marketplace: In your HubSpot dashboard, look for the ‘Marketplace’ icon or link, usually in the top navigation bar, and select ‘App Marketplace’.
3. Search for ZoomInfo: Use the search bar in the App Marketplace and type in “ZoomInfo.” You’ll likely see options like “ZoomInfo Inbound Enrich” or just “ZoomInfo.” Pick the one that suits your needs.
4. Install the App: Click on the ZoomInfo app integration link, and then hit “Install app.” You’ll be prompted to follow the on-screen instructions.
5. Connect Your ZoomInfo Account: This is where you’ll link your ZoomInfo account. You might be redirected to a ZoomInfo login page or it might connect automatically if you’re already logged in in another browser tab. Make sure you have your ZoomInfo API credentials handy, as you may need to enter them.
6. Choose Your HubSpot Account: If you have multiple HubSpot portals, you’ll select the specific account you want to connect.

Once connected, you should see a success screen, and the ZoomInfo tile in your integrations list should show as “Manage” instead of “Connect.”

Step 3: Configure Your Settings This is Important!

This is arguably the most critical step to make sure the integration works exactly how you want it to.

1. Field Mapping: This is where you tell ZoomInfo which of its data fields should go into which HubSpot properties. You’ll map ZoomInfo data like job title, company revenue, industry to your corresponding HubSpot fields. You can even create custom HubSpot fields if needed to capture all the rich ZoomInfo information. Proper field mapping ensures data is correctly integrated and usable.
2. Real-Time vs. Scheduled Enrichment: ZoomInfo offers both.
   • Real-time enrichment is fantastic for new inbound leads. When a new contact fills out a form in HubSpot, ZoomInfo can instantly append data, allowing for immediate lead scoring and routing.
   • Scheduled enrichment is great for periodic database refreshes, fixing stale data, or augmenting existing contact lists before a big campaign. Many companies find value in using both methods.
3. Set Lead Scoring Rules: Leverage ZoomInfo’s data to enhance your HubSpot lead scoring. You can configure rules based on firmographic details, intent signals, and more to prioritize your hottest leads.
4. Automate Workflows: Set up HubSpot workflows to automatically trigger actions based on enriched ZoomInfo data. For example, high-value contacts at target accounts using specific technologies could automatically be routed to senior sales reps or enrolled in tailored nurture sequences.

Step 4: Enable and Monitor

After configuring everything, you’ll usually find a toggle switch in ZoomInfo’s admin portal to enable the integration for all users. Make sure this is turned on when you’re ready for your team to start using it. Then, keep an eye on your integration dashboard in HubSpot and ZoomInfo to monitor enrichment stats and overall database health. Regular data audits are a good practice to catch any duplicates or errors that might slip through.

Deeper Dive: Leveraging ZoomInfo Data in HubSpot

Once your integration is humming along, it’s time to really put that rich data to work. Supercharge Your Customer Conversations: Connecting Zoom Phone with HubSpot

Precision Prospecting and Segmentation

One of the biggest wins is the ability to create incredibly targeted lists within HubSpot. With enriched fields like job title, department, company size, and specific technologies used, you can build hyper-targeted segments. For example, you could create a segment of contacts at companies in a specific industry with over 500 employees, using a particular CRM, and showing high intent for “marketing automation.” This allows for incredibly relevant and effective outreach.

Enhanced Lead Scoring and Routing

Imagine an inbound lead comes in, and instantly, ZoomInfo fills in all the gaps: their exact job title, company revenue, number of employees, and even if their company is currently researching your product category. This real-time enrichment allows HubSpot to apply more accurate lead scores, pushing the hottest leads straight to sales reps who are best equipped to handle them. This reduces the time it takes to act on a hot lead, which can significantly impact conversion rates.

Personalized Sales Engagement

With a complete picture of your prospects, your sales team can craft highly personalized messages and conversations. Instead of a generic email, they can mention specific pain points relevant to the prospect’s industry or company size, or even reference the technologies they use. This level of personalization not only grabs attention but also builds rapport faster, leading to more meaningful conversations and better sales outcomes. You can use HubSpot’s native calling features, integrated with Engage, to track calls and emails, further streamlining the sales process.

Maintaining Data Hygiene

Even after integration, data needs love. ZoomInfo helps a lot, but having a process for ongoing data management is key. This means regular audits and ensuring your teams understand the importance of data quality. You can set up scheduled data refreshes from ZoomInfo to keep your HubSpot records current, making sure your CRM remains a reliable source of truth.

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Beyond Basic Integration: ZoomInfo Engage, Chat, and Chorus

The integration doesn’t just stop at data enrichment. ZoomInfo offers several other products that can connect with HubSpot to further boost your go-to-market strategy.

ZoomInfo Engage HubSpot Integration

ZoomInfo Engage is a sales engagement platform that helps automate outreach. When integrated with HubSpot, it streamlines your sales team’s activities.

• Activity Sync: Engage can automatically log call and email activities directly into HubSpot’s contact activity history. This means no more manual logging for your reps, increasing transparency and ensuring all interactions are captured.
• Contact Status Sync: Keep contact statuses and unsubscribe preferences in sync between Engage and HubSpot, helping with compliance and providing a clear view of lead engagement.
• Reduce Duplication: Admins can choose to create new contacts imported into Engage directly within HubSpot, preventing duplicate records and keeping your database clean.

ZoomInfo Chat and HubSpot

If you’re using ZoomInfo Chat for website engagement, integrating it with HubSpot can help move leads down the funnel more effectively. This ensures that conversations and lead data from your chat interactions are seamlessly captured and managed within HubSpot, enriching contact profiles and informing follow-up actions.

Chorus.ai and HubSpot Now Part of ZoomInfo

Chorus.ai, an AI conversation intelligence platform, is also part of the ZoomInfo family. Integrating Chorus with HubSpot allows you to bring valuable insights from sales calls directly into your CRM. Call recordings, transcripts, and AI-driven analysis of conversations can be linked to HubSpot records, providing deeper context for sales managers and reps, helping them refine their strategies and improve coaching.

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What About the Cost? Briefly

It’s worth noting that while HubSpot offers a free CRM, ZoomInfo is a paid platform. ZoomInfo pricing isn’t always straightforward on their website and typically depends on factors like the features you need, the number of users, and your credit usage. Reports suggest ZoomInfo plans can start anywhere from around $14,995 to $39,995 per year, with additional fees for more users and advanced features. For exact figures, you’d need to contact ZoomInfo directly for a customized quote.

HubSpot itself also has various pricing tiers—Starter, Professional, and Enterprise—for its different “Hubs” Marketing, Sales, Service, Operations, Content, CRM Suite, with costs varying based on features, number of users, and contacts. For example, HubSpot Sales Hub Starter can be around $20 per user per month, while Professional and Enterprise tiers can go much higher.

Common Challenges and How to Overcome Them

No integration is perfect, and you might run into a few bumps along the road.

• Data Overload: ZoomInfo provides a ton of data, which is great, but it can also be overwhelming. The key is to strategically map your fields and only bring in the data points that are most relevant to your specific sales and marketing processes. Don’t try to sync everything just because you can.
• Maintaining Data Quality Post-Integration: While ZoomInfo helps keep data fresh, it’s not a set-it-and-forget-it solution. Regularly audit your data, check for duplicates, and ensure consistency. Establish clear processes within your team for data entry and maintenance.
• User Adoption: Sometimes teams are resistant to new tools or processes. Make sure you provide clear training on how to use the integrated platform and highlight the benefits for their day-to-day work e.g., “less manual entry, more qualified leads!”.
• Mapping Complex Fields: Some data points might not have a direct one-to-one mapping. This is where creating custom fields in HubSpot comes in handy, allowing you to capture specific ZoomInfo intelligence that doesn’t fit into existing properties.
• Integration Permissions: Ensure all users who need to leverage the integration have the correct permissions in both ZoomInfo and HubSpot. An admin in ZoomInfo and a super admin in HubSpot are generally required for the initial setup.

By being proactive about these potential challenges, you can ensure a smooth and successful integration that truly empowers your teams. Zoho CRM Versus HubSpot: Picking the Right Tool for Your Business

Frequently Asked Questions

How does ZoomInfo enrich data in HubSpot?

ZoomInfo enriches data in HubSpot by automatically appending detailed B2B intelligence to your existing contact and company records. This includes firmographic data like company size, revenue, industry, technologies used, demographic data job titles, direct dial phone numbers, corporate email addresses, and even intent signals that indicate a company’s interest in specific solutions. This enrichment can happen in real-time for new inbound leads or through scheduled updates for your existing database.

Can I choose which fields ZoomInfo enriches in HubSpot?

Yes, absolutely! During the integration setup, you’ll go through a crucial step called “field mapping.” This allows you to explicitly choose which ZoomInfo data fields map to which HubSpot properties. You can select specific data points that are most relevant to your sales and marketing strategies, and even create custom properties in HubSpot to accommodate unique ZoomInfo data.

Is the ZoomInfo HubSpot integration free?

No, while HubSpot offers a free CRM tier, ZoomInfo is a separate, paid subscription service. The integration itself is a feature of ZoomInfo’s platform, but you need an active subscription to both ZoomInfo and HubSpot to utilize it. ZoomInfo’s pricing can be substantial, often starting at tens of thousands of dollars annually, and is dependent on factors like features, number of users, and data credits. Supercharge Your CRM: How to Master Zapier and HubSpot Custom Objects

How does this integration improve lead scoring and routing?

The integration significantly improves lead scoring and routing by providing a much richer set of data points to evaluate prospects. When a new lead enters HubSpot, ZoomInfo can instantly enrich their profile with detailed firmographics, technographics, and buying intent data. This allows your HubSpot lead scoring models to be much more accurate, identifying high-potential leads faster. You can then set up automated workflows to route these highly qualified leads to the most appropriate sales reps or into specific nurture campaigns in real-time.

Can I export contacts from ZoomInfo directly into HubSpot?

Yes, you can easily export contacts you find in ZoomInfo directly into your HubSpot CRM. After searching and filtering for your target audience within ZoomInfo, you can select the desired contacts and use the export function, choosing HubSpot as your destination. This process often involves authenticating your HubSpot account and confirming your sync preferences to ensure the data transfers seamlessly and populates the correct fields.

What are ZoomInfo Engage and ZoomInfo Chat, and do they integrate with HubSpot?

Yes, ZoomInfo Engage and ZoomInfo Chat both integrate with HubSpot.

• ZoomInfo Engage is a sales engagement platform that helps automate outreach tasks like emails and calls. Its integration with HubSpot means call and email activities can be automatically logged in HubSpot, keeping contact records updated and reducing manual data entry for sales reps.
• ZoomInfo Chat allows you to engage with website visitors in real-time. When integrated with HubSpot, it ensures that leads generated through chat conversations and their associated data are seamlessly captured and managed within your HubSpot CRM, enriching contact profiles and supporting follow-up.

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