HubSpot and LMS: Could it be a match made in heaven?

5 minutes read
Sarah - 20.05.2022
Benefits of CRM and LMS Integration

What does a match made in heaven look like? Now, I'm sure there are a bunch of responses to this question. But, have you considered a CRM and LMS integration?

Like any relationship, it has to be the right CRM and right LMS. You probably already know what the right CRM is (Hint: starts with a Hub and ends with a Spot). But, what LMS systems should you integrate into HubSpot?

Before we dive deeper into a few LMS-HubSpot integrations, it's probably worth explaining why it's beneficial to connect your best-in-breed tech stack to HubSpot, specifically connecting your LMS.

Why HubSpot should be at the centre of your tech stack

In order to build authentic relationships with customers marketing, sales and service teams need to be on the same page. While it's pretty unlikely that one platform will serve all of your teams’ needs, there still needs to be alignment.

HubSpot can be the central pillar in your tech stack. Other software can integrate into the central hub and communicate a single source of truth. 

Ask yourself, Do you have a tech stack that is unconnected Where disparate systems live in solos?

Or, have you chosen a CRM platform where all pieces in your tech stack are designed to integrate with it? 

CRM is the centre of your business

Why you should integrate your CRM & LMS

If you've made it this far, chances are you have a pretty good understanding of why caring for your learner's experience is important. But, let's break down some of the key benefits:

Create learning content according to user behaviour

When you sync data between your CRM and LMS software, you can easily gather insights about your training strategy. How you create, modify and update the training hosted on your LMS is dependent on the data that is shown in your CRM.

For example, you might notice that customers who have been using your product for less than six months are having a hard time understanding a certain concept. You can quickly develop a targeted lesson plan to help those customers and make sure they're getting the most out of your product.

Create tailored content for each of your segmented users

You can also create tailored lesson plans that are geared towards specific buyer personas. This ensures that every single one of your learners is getting the best experience possible. And, when they're happy with their learning experience, they're more likely to stay engaged with your product.

LMS Personas

Improve customer retention

It's no secret that it costs more to acquire a new customer than it does to keep an existing one. By tracking which customers are actively using your product and engaging with your content, you can quickly identify those who might be at risk of churning. Then, you can take the necessary steps to prevent them from leaving.

For example, let's say you have a customer who hasn't logged into your product in a few weeks. You can set up workflows in HubSpot that automatically trigger emails to be distributed. Leveraging segmentation, you can personalise these emails and suggest content that is tailored to their user behaviour.

Track customer engagement

See how long someone spends on a course or what type of interactions they're having with the content. This information can be extremely valuable when it comes to understanding your customer's needs and improving training lessons at a granular level.

Customer engagement tracking

Customer service tickets help to revise learning content

HubSpot service hub offers a series of features that allow you to create exceptional customer service. Using workflows, connect ticket requests to your LMS to understand support requests and your customer's needs.

This can help you quickly revise learning content to make it more effective.

Build a community of engaged customers

By connecting HubSpot and your LMS, you can create a community for your customers that is easily accessible from within your CRM. This makes it easy for customers to find the resources they need and connect with other like-minded individuals.

Use learning activities to guide inbound and outbound efforts

Improve sales velocity by tailoring content and outreach according to learning behaviour.

Let's walk through an example.

When a user completes a course the activity is automatically populated inside your HubSpot CRM. In your email efforts, you can then suggest other content the user may find helpful. By adding this degree of personalisation, you can nurture the lead more effectively before they are ready to become a sales-qualified lead.

Using HubSpot Sales, you can also take advantage of the LMS integration to score leads. As a lead moves through your content and completes courses, they are automatically given a score. The higher the score, the more engaged the lead is - the more likely they are to convert to paying customers.

The benefits of integrating your CRM and LMS are endless. We have just scratched the surface. HubSpot offers a large ecosystem of integrations. However, should you desire an LMS integration that is not offered by HubSpot, it doesn't mean the integration isn't possible.

Six & Flow, a HubSpot Elite partner, has a breadth of industry experience connecting LMS systems to HubSpot. Let's explore some possible integrations.

HubSpot - LMS integrations:

  1. Absorb LMS
  2. Brighspace
  3. HubLMS
  4. Northpass
  5. Moodle
  6. LearnWorlds
  7. Arlo
  8. The Academy LMS

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