Better together: Enrich your HubSpot experience with Vainu's real-time company data

In the case of HubSpot, the numbers speak for themselves. In 2021, less than 15 years after their founding, HubSpot announced that their CRM platform had surpassed 100,000 paying users and that they had reached more than $1 billion in annual recurring revenue. Considering HubSpot’s platform offers more than 600 integrations, a solutions partner network, and hundreds of Academy courses, the source of their success is clear: HubSpot helps companies grow better.

HubSpot already sounds like a pretty sweet deal. However, like all other CRMs, HubSpot is only as valuable as the data it stores. Clean and accurate data will make your processes run smoothly, but working with unreliable and erroneous information is a miserable experience.

Maintaining a fresh and reliable CRM database isn't easy—and no, your salespeople shouldn't update it. Fortunately, in this age and day, there's no shortage of solutions that promise insights and information on almost any company in the world.

Vainu collects available information from open and public sources, transforms this raw data into meaningful company insights, and connects the data to our customers' business systems. By connecting Vainu to HubSpot, you'll be able to enrich the data in your CRM and gain access to relevant and actionable information on millions of companies. Moreover, you'll get all of that data in real-time.

So, in this article, we'll be walking you through the ins and outs of our HubSpot connector, as well as discussing some other noteworthy features. Let's get this show on the road!

How to connect Vainu and HubSpot

Although important, we'll largely be skipping over the more practical aspects of establishing a connection between Vainu and HubSpot. You know, the "click here, scroll down, type something there". But, if you do want to learn more about that, you should check out our article on the integration process in our Help Center. It walks you through the integration process step-by-step in a simple, digestible manner.

I know you might think that setting up this type of connection would be a resource-intensive task, but with our native HubSpot integration, you'd be able to implement the connector yourself in no time. No grand implementation project. No external consultants. Just plug and play. Easy peasy lemon squeezy. But, enough about that. In this article, we'll focus on the "fun" stuff, which is giving a high-level explanation of how this connector works and talking about the advantageous things you can do once the connection has been established.

The steps of Vainu-HubSpot connector

There are three steps in the connector process, which can be summarized in the following triad: match, map, and update.

Step 1: Company matching

Company matching is the functionality that links organizations from Vainu's extensive company database to companies that already exist in your HubSpot CRM on the basis of a specified parameter, such as a business ID, company name, or address. This is a crucial step in the connector process, as the other steps heavily depend on it. To indulge any curiosity you might have, here's a little teaser of what it looks like in our graphical user interface. By using our interface, you'd be able to see the number of companies in your CRM that have been successfully matched with companies in Vainu's database at a glance. Looks pretty cool, right? You can read more about the company matching step here.

Company Matching Results Breakdown

Step 2: Data mapping

The next step is data mapping. This functionality "maps" data fields in Vainu to the appropriate data fields in your CRM. So, for example, you might choose to map the "Company: Domain" data field in Vainu to the "Company Domain Name" data field in HubSpot. This way, even if we use different lingo in our UI, you can still get all the data you want in the place you want it. Read this article if you want to know more about the different fields that are available for mapping.

HubSpot - Data mapping

Step 3: Data Updates

The previous two features are valuable, to say the least, but I saved the best for last—Data Updates. All those companies that you've matched and all those data fields you've mapped? They're now getting a Glow Up. With data updates, all the company data records in your CRM will be updated, corrected, and enriched. So, despite what the name might imply, Data Updates doesn't only make your existing data more accurate and reliable by keeping it updated, it also gives you access to even more relevant data about your potential and existing customers.

Considering that our algorithms update millions of data points in our company database every day, it wouldn't be a bold thing for me to say that data quickly becomes outdated. This fact alone makes Data Updates and automatic data enrichment critical for a reliable company database. You can read more about Data Updates in this Help Center article.

HubSpot - Data updates

Just in case you were wondering: these steps aren't limited to the companies that you already have in your CRM. With Vainu, you gain access to more than eight million companies in the Nordics and even more in Europe, which can easily be imported as new companies into HubSpot with the click of a button. This way, your CRM can be filled to the brim with new potential customers.

Mass Export

Exporting one company at a time is an incredibly time-consuming and arduous process. It’s for that reason that Vainu created the Mass Export feature, which allows you to send a list of up to one thousand (1000) companies from Vainu to your CRM with a single click. That’s a lot of time saved. If you’re interested in learning more about the feature, then make sure to read our Mass Export article.

What can I do with all of this data in HubSpot?

“So, the Vainu-HubSpot connector has been established, what then?” I hear you thinking. While there are many things you can do with data, such as simply taking in its beauty, I want to take this time to highlight a few use cases that pop up regularly amongst our customers.

Advanced segmentation

It should almost go without saying that, to be truly successful as a business, you have to understand your potential customer's situation and the challenges they might be facing. However, knowing is not enough; you must apply. This means that a generic, cookie-cutter approach isn't going to cut it. Modern B2B sales and marketing requires personalization, which is dependent on effective segmentation.

However, traditional, simplistic segmentation—based solely on company size or official industry classifications—often isn't enough to produce genuinely meaningful segments. Your segments need to be more granular than that. That's why it's beneficial to have access to more data. The more data points you have available in your database, the more pointed and accurate B2B segmentation can be.

When you have enough firmographic and technographic data points, you can create segments like this one:

SaaS companies in Sweden that use HubSpot and have over five million euros of revenue.

By having access to a comprehensive dataset, sales and marketing teams can create precise and meaningful target segments, which would allow them to meaningfully personalize their approach at scale.

Time for a plug: Vainu Custom Industries is an AI model that Vainu developed in response to the outdated nature of official industry classifications. It identifies unique company industries to help facilitate even more relevant B2B segmentation and targeting. Check it out.

VCI Hyper personalised@HD

Automate prospecting and other CRM tasks

Once Vainu and HubSpot are connected, you can automate your sales prospecting and make finding new potential customers a walk in the park. With the connector in place, data would constantly be flowing between our systems. This means that when Vainu detects a change in a company, e.g., the appointment of a new CEO, the associated data field in your CRM would be updated in real time. It also means that when a new company meets your specified criteria, they would automatically be added to your CRM, which almost feels like a cheat code to sales prospecting.

Unfortunately, the sad truth is that these changes often occur under the radar and go unnoticed by your salespeople. To help companies avoid that, we created Workflow Triggers. Workflow Triggers allows you to set up automated alerts and automatically trigger CRM tasks based on changes having occurred within your target companies, such as whether a new CEO has been appointed. This means that your salespeople will never miss a sales opportunity again.

Personalization at scale

On the whole, by turning raw data into actionable company information and feeding it into HubSpot in real time, Vainu can help organizations achieve personalization at scale in their sales and marketing. How? Well, with access to a wealth of data points, such as industry category, employee count, technologies in use, revenue, and the latest developments within an organization, you'd be able to tailor your sales outreach and marketing campaigns. You might even end up knowing your potential customer better than they know themselves.

Additional use cases

If those four use cases weren’t enough to whet your appetite, I’ve got three more use cases that might just do the job. Shorter lead capture forms generally see higher conversions. With Vainu, you can ask for less in your forms and Vainu will populate any missing company properties automatically.

Shorten your forms in HubSpot

Improved lead scoring allows you to effectively prioritize. With access to a greater breadth and depth of company information, you’re able to add detailed company information to your leading scoring models to discover which leads are the most profitable for you to pursue.

Use company information in your lead scoring

Dynamic workflows help you reach out at the right time. By using company changes sourced from Vainu as triggers for your marketing workflows in HubSpot, you’ll be able to give yourself the best chance of closing a sale by contacting leads at the right time, with the right message.

messaging-that-speaks2

Sounds good—what now?

That was the short but sweet run-through of the connector process. Considering the comprehensiveness of Vainu's company database, establishing this type of connection would mean that you would have swathes of accurate data points at your disposal. That translates to your salespeople and marketers having the necessary resources available to them to make better-informed decisions, which would grow your bottom line. Plus, as I said earlier, it doesn't take long to establish the connection, whereafter it doesn't require much, if any, manual labor from you. Wins all around.

If any of that sounds of interest to you, and you would like to hear more about the connector, or perhaps take it for a spin yourself, please feel free to contact us via our chat or sign up for a free trial.

Topics: Integrations, CRM, Data Updates, Connectors

Nikolai Bang

Part-time tea drinker. Full-time marketer at Vainu Denmark.