If your business uses HubSpot to support a complex, multi-touch B2B sales journey, there's a pretty good chance your team uses LinkedIn as part of that journey, too.
On the other hand, there's also a chance you may feel some friction around having your prospect data split between two very different, discrete platforms.
Let's dive deeper into that.
The HubSpot Growth Suite is packed with tools to help B2B sales teams connect with new leads and build pipeline-stuff like the Insights engine, sequences, meeting links, and so on.
Meanwhile, LinkedIn is quite possibly the best source of B2B prospecting data on the planet and a great jumping-off point for conversations with potential customers.
But LinkedIn in particular is something of a walled garden. It's not easy to move your prospecting data out of LinkedIn and onto another platform. Microsoft knows that it's sitting on top of a goldmine of data, and pushes hard for sales professionals to use its own premium features (Sales Navigator et. al.), siloing their prospecting away from the wider sales journey.
Luckily, there are a few different ways you can break down this silo and bring LinkedIn prospecting data into HubSpot. They include HubSpot's native LinkedIn Sales Navigator integration, various methods to export or scrape your connections and import them into HubSpot, and finally helpful browser extensions such as Hubris.
Read on to find out more??
The first thing you'll notice when you start to explore LinkedIn to HubSpot integrations for the first time is that HubSpot offers a native integration for LinkedIn Sales Navigator.
As per the marketplace listing, this is a simple omnidirectional integration that updates your HubSpot contacts with information about your LinkedIn connections, and allows you to use cards in your HubSpot contact view to send InMails and see your InMail history.
Problem solved, right?
Well, sort of. There's certainly value in the native integration if your team uses LinkedIn Sales Navigator alongside a very HubSpot-centric workflow when it comes to researching and reaching out to leads in your database. But there are a couple of key limitations to consider before you decide this method meets your business' particular requirements.
That second point is a dealbreaker for many potential users. Most sales teams don't use LinkedIn Sales Navigator to build audiences and reach out to contacts they already have in another database - they use it to prospect at speed and volume. So, by not letting you bring that prospecting data into HubSpot, the native integration falls short of a key use case.
Your option instead is to create new contact records for each of your connections manually - or use one of the options below.
This one is a fun hack. Did you know there's a way to export all your LinkedIn connections as a CSV file, which you can then (if so inclined) import into HubSpot?
Well, there is, and it's helpfully explained by LinkedIn here. In short:
And that's it. No apps or licences necessary.
That said: there are a few caveats when using this option, and we wouldn't necessarily recommend you use it unless you really feel comfortable with it - both from a data cleanliness perspective and a legal one. The key considerations are as follows:
Finally, if you want to bring your LinkedIn prospecting data into HubSpot without getting your hands dirty with spreadsheets and exports (or just want to streamline the process a little), you can explore the wide world of third-party apps and extensions.
You'll see from a quick Google search that there are a LOT of apps out there designed to help you capture data from LinkedIn and other public sources, and then move it into your CRM or marketing automation platform. From our own experience, they mostly fall into one of the following categories:
The third category is pretty small right now, but we would argue there's a lot of growth potential here as it's an easy way for sales teams to get their prospecting data into HubSpot without creating new challenges at the same time (such as the burden of setting up a new platform and automations).
By keeping the focus on one-to-one interactions, it's also friendlier to the prospect, friendlier to LinkedIn (who have a habit of blocking users and apps that try to scrape data or automate transactions at volume) and friendlier to regulators (because you're unlikely to make the mistake of adding non-leads to your CRM).
One of our favourite tools in this category is the Chrome extension Hubris (disclaimer: we're a partner and a user ourselves), which right now has an attractive price point ($7.99 for the Enterprise plan) and a foolproof user interface for adding your LinkedIn connections to HubSpot complete with their skills, message history, persona and more.