Understanding the intricate relationships between companies in HubSpot CRM is crucial for account-based marketing (ABM). When company records are associated together in the CRM, businesses have a clear picture of how those entities are interconnected, which can significantly enhance marketing and sales strategies. However, when data flows into HubSpot CRM, these relationships are typically not in place. The result is a gap in your ABM efforts, and a lot of manual work to create and maintain these associations.
ZoomInfo, a go-to platform for company information, provides valuable data on company hierarchies and parent-child associations. This data can be a game-changer, offering insights into the complex web of relationships between companies. However, even with this data at hand, the challenge remains: How do you effectively establish these associations within HubSpot?
Manually creating these associations using the HubSpot user interface is an option, but it's not a scalable solution for the long term. It's a time-consuming process that becomes increasingly impractical as your database grows. And with no out-of-the-box solution for bulk company-to-company associations, companies are often left scrambling to make use of this data.
The need for a more efficient solution is clear. This is where the integration of ZoomInfo's data into HubSpot is a powerful tool. ZoomInfo takes care of the difficult task of identifying the hierarchy, and all that is left is to figure out how to automate the process of creating these associations. But that is often easier said than done.
ZoomInfo, a leading provider of business contact and company information, offers comprehensive data on company hierarchies. This information is crucial for understanding the structure and relationships within and between organizations, which can significantly enhance your ABM efforts.
While the specifics of the hierarchy data provided by ZoomInfo may vary, it typically includes:
A visual representation of the data that ZoomInfo provides from its website
This data can be incredibly valuable when establishing parent-child associations in HubSpot. However, even with this data, the associations still need to be made within the HubSpot platform, which can be a complex process. Let’s explore some of the ways that maintaining company hierarchies in your CRM can benefit companies and the ABM teams within them.
Company hierarchy is a pivotal tool that empowers sales professionals, especially those in enterprise sales and account-based programs, to refine and enhance their sales approach.
Integrating corporate hierarchy data in HubSpot can be transformative, delivering a range of worthwhile benefits:
Incorporating company hierarchy data in HubSpot can be a game-changer, offering sales professionals a holistic view of their accounts and market, streamlined processes, and maximized opportunities.
Now let’s explore why making these associations can be challenging, even with the data provided by ZoomInfo.
While ZoomInfo provides comprehensive data on company hierarchies, integrating this information into HubSpot to establish parent-child associations is not a straightforward process. There are several reasons why this task can be challenging, including the lack of bulk-associating functionality, a single parent company association limit, and the absence of automation features.
HubSpot does not allow for complex company-to-company hierarchy associations to be made in bulk. Instead, these associations need to be made manually through HubSpot’s user interface, or via a custom-developed solution that interfaces with the company’s API.
But when you import company hierarchy data from ZoomInfo, this process is not a realistic long-term solution. A single organization’s hierarchy may have dozens of different companies and thousands of associated contacts. Getting the structure right is imperative. And while ZoomInfo provides these detailed company structures, that data is not actually useful to your organization unless the associations are set within HubSpot.
Let’s look at the manual process for creating these associations in Hubspot to understand why manually managing company hierarchies is not often a wise choice.
First, you have to open the Contacts->Companies page.
Then, you have to search for and select the company for which you would like to set associations within HubSpot.
But this can be confusing. Often, companies in a hierarchy will have several similar names, making it hard to quickly identify the right company from the list. If you aren’t sure which company record is correct, you’ll have to open up all of the potential options and compare the data on the record to the data provided by ZoomInfo.
With the correct company record identified, you’ll need to access the company hierarchy data provided by ZoomInfo, preferably on a separate window or screen.
You’ll then need to navigate to the Related Companies list on the right-hand side of the screen, where you can add child and parent companies.
Click on the button to add a parent or child company. Here, you can search by name for the company record that you’d like to associate to the currently opened record.
But even this process isn’t so easy. You’ll again run into the problem of many companies in a hierarchy having similar names in the system. You’d need to open and investigate individual records in a separate tab before making the association.
Once you’ve identified the correct child or parent company to associate, you can press the Select button to add the association.
With all of the associations in place, you’ll have successfully associated one single record into the hierarchy.
Then you’ll have to do the same for every other company in the hierarchy, all while keeping an eye out for duplicates. That completes one company hierarchy in your system. But you’ll have to do the same for every missing company hierarchy in your database. For big databases, this means manually updating associations for thousands of records. This approach is simply too time-consuming.
Once you have the hierarchy data provided by ZoomInfo, there is no automatic solution to use that data to create the associations within HubSpot. Company-to-company associations cannot be automatically created using HubSpot Workflows, leaving companies with no good options for automating the process using the standard HubSpot CRM features. This means that the process requires constant monitoring and management, which can be resource-intensive.
In HubSpot, a child company can only be associated with one parent company. This limitation can pose a challenge when dealing with complex company structures where a child company has multiple parent companies. However, because ZoomInfo provides detailed account hierarchy information that often includes multiple-parent scenarios, this can provide another hurdle that leads to inaccurate hierarchies in your system.
Insycle, a comprehensive data management solution for HubSpot companies, offers a powerful way to leverage ZoomInfo's hierarchy data to establish parent-child associations in HubSpot in bulk and automatically. Insycle negates the need for laborious manual processes to create and maintain child-parent associations in HubSpot. This automation not only saves time but also ensures a higher level of accuracy in your ABM efforts. Here's how Insycle can help:
With Insycle, you can automatically detect and create relationships between child companies and parent companies in bulk, using the data that ZoomInfo provides. Insycle allows you to make associations using any field as a potential matching field for the associations, so you can use the fields provided by ZoomInfo to make associations in bulk.
With Insycle, you can copy field values in HubSpot from one company to another, or to contacts. This tool can copy fields from parent company to child companies. For example, you could copy the company owner from a parent company to a child company, ensuring the same owner works the entire account hierarchy. And you don't have to copy owners necessarily; you can copy any field from one record to another, including custom fields.
The ability to copy values between child and parent companies is not possible through standard HubSpot Workflows and often presents a roadblock to effective ABM.
Insycle’s most powerful feature for dealing with these hierarchy issues is its ability to automate these processes. You can set these processes to happen automatically on a set schedule.
Or, you trigger them directly in HubSpot Workflows. This automation not only saves time but also ensures that your data is always up to date, with correct parent-child associations set immediately after the company record is created.
By leveraging the power of Insycle, you can effectively use ZoomInfo's hierarchy data to establish parent-child associations in HubSpot, enhancing your ABM efforts and improving your overall marketing and sales strategies.
Establishing parent-child associations in HubSpot using ZoomInfo's hierarchy data is a crucial step in enhancing your ABM efforts. While the process can be challenging due to the volume and complexity of the data, solutions like Insycle offer an efficient and automated way to handle this task.
Insycle's ability to create bulk associations, copy company owners between associated companies, and automate these processes can significantly streamline your ABM data management tasks.
But the benefits of Insycle go beyond just establishing parent-child associations. As a complete data management solution for HubSpot, Insycle offers a range of features to help you clean, manage, and analyze your data, ensuring that you can make the most of your CRM.
To learn more about how Insycle can enhance your ABM efforts, we invite you to explore further and see how Insycle’s powerful tool can transform your data management in HubSpot.