The Ultimate Guide to CRM Integration

CRM is a rigorous process. It’s not just an app that you open and start using on your iPhone, but the system requires careful planning and seamless integration with business processes across departments. Here’s what it takes to manage CRM from end-to-end in order to improve data quality, engagement rates, customer loyalty rate.

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Integrate your customer relationship management (CRM) software with the various tools your company uses to turn it into a center for sales, marketing, communication, collaboration, accounting, and other tasks. Learn What Does CRM Integration Entail? and explore seven instances of how it may help your firm optimize operations, save costs, boost productivity, drive customer interaction, and enhance sales.

What Is CRM Integration and How Does It Work?

A CRM integration links your CRM software to another program, allowing data to flow in one or both ways between them. It boosts productivity by automating workflows and providing you and your team with a single platform that has all of the data (and often much of the functionality) from both platforms. The necessity to go back and forth between the two connected systems may be fully eliminated with a CRM integration.

What Does CRM Integration Entail?

The majority of CRMs provide extensive contact management tools as well as useful features like as phone dialers and email or text marketing capabilities. However, some providers restrict sophisticated capabilities to higher-tier plans, forcing you to pay for more costly packages with services your company may not use. CRM connectors solve this problem by delivering required functionality via other applications, removing the need for your company to pay for capabilities it doesn’t need.

CRM connectors also help your staff embrace your CRM by linking it to other platforms they use, such as QuickBooks, Trello, or Slack. The two software solutions may now interact directly thanks to integration.

Data may flow in one direction or both ways, allowing one tool to automatically sync with the other when you use any of them. In other circumstances, users may even utilize each platform to access part or all of the functionality of the other.

Many business software systems have already established CRM connections (and vice versa) that are included in different subscription levels and take little to no time to set up. CRM integrations may also be achieved via API developer access for bespoke integrations, or through a platform like Zapier, which works as a middleman between the platforms to construct the connection using “Zaps.”

Popular triggers and workflows using a Zapier connector between Zendesk Sell and Slack

7 Popular Types of CRM Integrations & Examples

CRM integrations are essential for streamlining and automating operations, saving time and money, facilitating internal communication and data sharing, contributing to lead creation and nurturing efforts, and assisting any sort of organization in closing sales quicker. Because CRM software is often used for sales, we’ve compiled a list of some of the most effective CRM integration examples for sales teams:

1. Email synchronization

Email is often used by salespeople as their main method of contact with consumers. Many companies also use email marketing techniques such as drip campaigns and newsletters to nurture prospects and move them through the sales funnel automatically.

You can access your company contacts and emails without leaving your CRM program thanks to email connectors. It also helps you to boost efficiency and optimize lead nurturing efforts by using shared templates and behavior-based or timed email drip campaigns (also known as “sequences”) from your CRM.

Furthermore, many email marketing solutions allow you to create lead generating web forms that you can link to your social media accounts or embed into your website. When new leads fill out forms or sign up for email updates, the CRM connection adds them to your CRM database for future sales and marketing operations, both human and automated.

To view examples of CRM app email connectors, use the drop-down menu below:

For GmailEmail Integration with HubSpot CRM, choose an OptionStreak. Apple Mail Integration in Daylite

Gmail’s Streak

Streak helps you keep track of your deals in Gmail (Source: Streak)

Streak works in tandem with Google Workspace applications to help you manage bulk emails, measure email interaction, and automatically classify emails in your Gmail inbox. To access your CRM system while using Gmail, just activate its browser extension. As a result, Streak is one of our top recommendations for the finest Google CRMs.

Email Integration with HubSpot CRM

Within Outlook, you can access HubSpot CRM capabilities including templates, sequences, documents, and meetings. (Image courtesy of HubSpot CRM)

HubSpot CRM interacts with Outlook and Microsoft Office 365, allowing you to record emails and track customer emails in real time. Without leaving your email platform, you may also access email templates, triggered or scheduled email drip campaigns, and the meeting manager.

HubSpot is also recognized for its lead generation tools, which include website-embeddable lead capture forms and specialized landing pages with online forms that feed new leads into your CRM. HubSpot CRM is featured in our list of the top CRMs for Outlook integration because of these features.

Apple Mail Integration in Daylite

You may pick which records you wish to connect with HubSpot CRM using Daylite. (Photo courtesy of Daylite)

Daylite is an Apple (iOS) CRM software created exclusively for MacBooks, iPhones, and iPads. Users can synchronize contacts, emails, tasks, and calendars thanks to its direct connectivity with Apple’s ecosystem of applications, which includes Apple Mail. Learn why Daylite earned a spot on our list of the top CRMs for Mac users.

2. Phone & SMS Integration

CRM integrations that combine your phone’s voice calling and texting provide you with two extra channels for engaging customers and prospects. From inside your CRM, you can initiate outbound calls, record phone conversations, and track phone calls using phone integration. You may use SMS integration to design and distribute text marketing campaigns and follow-up messages to contacts.

To view some samples of the greatest CRM integration features for phone calling and SMS messaging, use the drop-down option below:

Select an OptionSalesflare & RingCentral IntegrationNextiva and HubSpot Phone IntegrationMessaging Integration with Bitrix24 CRM

Salesflare & RingCentral Integration

Call metrics from RingCentral are accessible in the Salesflare CRM (Source: Salesflare)

To synchronize your contacts across the two applications, you may use a Zapier “Zap” to connect RingCentral and Salesflare. You may also make calls straight from your CRM system, record calls and notes, and establish triggers and actions using this link. For example, anytime you miss a call in RingCentral, you may set up a follow-up activity in Salesflare.

Nextiva and HubSpot Phone Integration

Using Nextiva from the HubSpot CRM to make phone calls (Image courtesy of HubSpot)

You may check a prospect’s or customer’s information and engagement history with your firm before making a call when you combine Nextiva with HubSpot CRM. Furthermore, HubSpot makes it easy to manage contact interaction history by automatically capturing all phone conversations as activities in contact records.

Some CRM programs for mobile phones immediately link with your phone’s calling and texting capabilities. This form of CRM connectivity is very beneficial for field salespeople, as well as remote customer service representatives and scattered teams. Check out our top selections for the best mobile CRM applications if you’re seeking for CRMs for situations like these.

Messaging Integration with Bitrix24 CRM

Bitrix24 CRM has an SMS text message integration feature (Source: Bitrix24)

Bitrix24 is a CRM software that includes comprehensive features for managing leads and pipelines, segmenting leads and customers, and communicating with contacts through chat platforms. It has free SMS and messaging app connections, including Instagram, Slack, Viber, and Telegram. From inside your CRM software, you may send messages to customers, route discussions, and utilize preset responses using this CRM connection feature.

3. Utilization of social media

Integrating your CRM with your social media platforms allows you to control posts and comments from your CRM platform and measure social engagement. It also automates alerts, allowing you to reply to consumers and prospects more quickly when they contact you through social media.

To discover some of the top social media connectors for CRMs, use the drop-down menu below:

Choose an option CRM that is flexible Integration with Facebook Integration Between HubSpot and LinkedIn Sales Navigator

Facebook Integration with Agile CRM

Facebook integration in Agile CRM (Source: Agile CRM)

You can manage your Facebook, Twitter, and Google+ profiles all from inside the Agile CRM platform. Its social listening tools also provide you information on themes that consumers and industry leaders are discussing. These capabilities are just a few of the reasons it made our list of the best CRMs that link with Facebook.

Integration Between HubSpot and LinkedIn Sales Navigator

LinkedIn Sales Navigator integration with HubSpot CRM (Source: HubSpot CRM)

You can create leads on LinkedIn and instantly add them to your sales funnel by integrating your HubSpot CRM software with the LinkedIn Sales Navigator. In addition, the HubSpot CRM mobile app allows you to engage with contacts through email and live chat, as well as handle LinkedIn Sales Navigator activities. Our list of the top CRMs for LinkedIn integration includes HubSpot CRM.

Looking for additional CRM software to handle your social media accounts? Take a look at our top-rated social CRM systems.

4. Integration of Marketing Automation

CRM connection with marketing automation software helps you to simply track lead status and manage sales funnel activity. You may even use your CRM to trigger marketing activities depending on consumer behavior. When a contact subscribes to one of your emails, for example, the CRM instructs your email marketing platform to begin sending the new prospect a series of drip marketing emails.

Salesforce & Mailchimp Integration

When combining Salesforce and Mailchimp, how do you map form fields? (Source: Mailchimp)

Salesforce and Mailchimp have a two-way connectivity that allows you to sync contacts across the two programs. Mailchimp subscribers are instantly saved as Salesforce leads, and you can send targeted emails to multiple lead lists, as well as monitor marketing campaigns and data in Salesforce.

Are you unfamiliar with Salesforce? Read our guide to the best CRMs for Mailchimp customers to learn about additional CRM providers that work well with Mailchimp.

5. Integrations of Collaboration

Not all CRM platforms provide built-in team communication features for sending emails, assigning tasks and objectives, collaborating, and informing coworkers of developments. If your CRM software lacks these functionalities, you may combine it with your preferred collaborative tools. By eliminating the need to manually distribute messages and changes throughout the team, this boosts productivity and efficiency.

To view examples of CRM interfaces with other team collaboration applications, use the drop-down menu below:

Choose an optionSalesforce integration with SlackPipedrive’s Trello Integration

Salesforce integration with Slack

• Function of previewing
• Records that are linked

From anywhere in Slack, you can see all Salesforce items (Source: Slack)

Connect customer interactions to Salesforce records (Source: Slack)

With Salesforce’s connection with Slack, you can access CRM contact information and share them with your team through Slack. Messages may be shared in both directions between Salesforce Chatter and your Slack channels. You may also set up Slack alerts to get updates anytime your Salesforce data are updated. Salesforce is one of the finest CRMs that interact with Slack, according to our top picks.

Pipedrive’s Trello Integration

Pipedrive’s interface with Trello (Source: Pipedrive)

Trello is a Kanban-style collaboration application that allows users to collaborate on projects and share them with others. It may be linked to Pipedrive to automate the production of Trello cards as deals go through your sales funnel. You can also sync deal records straight from your CRM with this connection.

Did you know that with only a few tweaks, Trello can be used as a CRM? Learn how to utilize Trello as a CRM by following our step-by-step tutorial.

6. Integration with E-Commerce

By automatically synchronizing contacts, items, and orders across the two platforms, CRMs and ecommerce systems may create a smoother sales process. Check out our top selections for the best ecommerce CRM software if you’re seeking for the ideal CRM for your online shop.

To view some of the most powerful ecommerce-CRM connectors, use the drop-down menu below:

Select an OptionEcommerce Plugins for HubSpotSalesforce & Magento Integration

Ecommerce Plugins for HubSpot

Integration between HubSpot CRM and Shopify (Source: HubSpot CRM)

HubSpot CRM has ecommerce plugins that connect data with Shopify and other ecommerce platforms. You may also manage contacts, items, and orders right from your CRM. Furthermore, this connection enables you to automate customer, abandoned cart, and re-engagement ecommerce marketing campaigns. One of the greatest CRMs for Shopify online businesses is HubSpot CRM.

Salesforce & Magento Integration

Salesforce-Magento integration field mapping (Source: Magento)

Salesforce and Magento connection enables you to seamlessly sync data such as customer details, product categories, and orders. Because the CRM is instantly updated as changes are made in Magento, this real-time synchronization accelerates inventory monitoring as well as customer record and order administration.

Accounting Integration is number seven.

Bookkeepers and accountants can keep track of bills and invoices under each client or firm by integrating CRM software with small business accounting software. Users can handle payments and properly record income sources directly from the CRM platform, saving time and reducing the risk of human mistake when manually inputting financial data.

To examine some of the most useful accounting CRM connection examples, use the drop-down menu below:

Select an OptionQuickBooks Integration with CRMFreshsales & Xero Integration

QuickBooks Integration with CRM

Using a Method:CRM-QuickBooks link, you may consolidate client data and account activities. (Image courtesy of Method:CRM)

Customers may access self-service customer portals and payment channels with Method:complete CRM’s billing solutions. Billing, invoicing, and payment procedures are all streamlined. Customers may check estimates and pay bills through customer portals synchronised to both applications thanks to the CRM interface with QuickBooks. Method:CRM is really one of the finest QuickBooks CRM alternatives on our list.

Freshsales & Xero Integration

Xero’s interface with Freshsales (Source: Freshsales)

Freshsales’ Xero connection allows you to search for and see invoices directly from the CRM platform. It also gives you a breakdown of receivables by lead, contact, account, and transaction. Learn why Freshsales is one of our top choices for the finest CRMs that interface with Xero.

Pros & Cons of CRM Integration

CRM interfaces provide a slew of benefits for improving sales and corporate operations. However, some businesses are hesitant to use them because of possible downsides. We’ve compiled a list of the top benefits and drawbacks to assist you decide whether or not to connect your CRM with one or more of your company’s other software solutions.

CRM Integration’s Advantages

• More accurate data and less human entry: By synchronizing and centralizing records, integrated systems improve data accuracy and minimize the chance of errors. This lessens, if not completely removes, the requirement for manual or numerous data input sites. Furthermore, corrected errors will be updated in real time across all platforms.
• Increased efficiency: By connecting systems across departments, you can manage all aspects of a project without having to use several tools. Integrating accounting tools with your sales CRM, for example, allows you to produce and send bills to customers automatically when projects are deemed complete.
• Reduced time and expense of training: Training staff to utilize your CRM and other software is costly and time-consuming. It simplifies training when workers utilize linked systems and may use the tool with which they are most comfortable. Furthermore, shared information makes sales training more efficient and effective, and allowing your team members to utilize their preferred interface boosts adoption.
• CRM connections provide you deep insight into your customers’ purchasing patterns and online activity, allowing your sales people to go into interactions with additional information about the prospect. You may also use these criteria, as well as your customer profiles, behavioral triggers, and CRM capabilities like tags and lead scoring, to create highly targeted automated marketing campaigns.
• Opportunities to increase revenue: A centralized database can tell you what else your consumers may want or need based on what they’ve previously bought and data from your customer profiles and personas. This opens up chances for revenue growth via upselling and cross-selling by sales personnel, as well as marketing automation.

CRM Integration’s Potential Drawbacks

• Added expenses: As your company develops and evolves, integration demands will inevitably arise, presenting you with unexpected charges. The more well defined your sales process is, the easier it will be to budget for CRM connections and assess if upgrading to a higher-tier CRM package is more cost-effective.
• Mismatch between data field names and kinds, which varies from app to app, is one of the most prevalent obstacles with connecting a CRM with external applications. Salesforce, for example, allows for a single address field, however other business programs may need two fields for this input, resulting in erroneous data transfer or synchronization.
• Information and choice overload: With so many applications to select from, deciding on the best suppliers for your company may be difficult. While CRM connectors increase capability, they do not necessarily make things easier.
• CRMs may automate a variety of company procedures, including communication, resulting in a loss of human touch. While technology simplifies transactions and procedures, some customers still prefer personal touch, and certain customer care and support concerns are best addressed in person.
• Risks to data privacy and security: When you employ a third-party supplier for CRM connections, you run the risk of sensitive data being misused or being exposed to data breaches. When selecting software, it’s critical to emphasize data security, which includes safeguards to prevent unwanted access and assure data encryption both at rest and in transit.

Conclusion

CRM integration is critical for linking the different software solutions your organization employs to simplify its operations. Plus, rather than upgrading to more costly CRM providers or plan levels, connectors might help your organization save money by offering the capabilities you want. Look for software that integrates with your CRM and other business tools to keep your company working smoothly, productively, and securely.

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