Case Study: Implementing Custom Objects for Salesforce Campaign Members

Project Overview

A VC-backed software company partnered with Process Pro Consulting to clear known data blind spots by allowing Salesforce campaign attribution data to be visible within HubSpot. Process Pro Consulting successfully implemented a custom object for Salesforce Campaign Members, utilizing the bi-directional custom object sync between Salesforce and HubSpot. 

This project was designed to enhance marketing segmentation and provide comprehensive visibility into all historical contact actions through campaign member statuses. By bridging the gaps in the integration between both platforms, the client gained the ability to align marketing messages with real-time campaign responses and actions across multiple touchpoints, including sales and prospecting activities.

The Problem

Salesforce and HubSpot campaigns function differently, and there is no standard method for syncing Salesforce campaigns into HubSpot. While the client was leveraging the native Salesforce-HubSpot integration, it did not support syncing Salesforce campaign member responses. As a result, crucial campaign attribution data was missing in HubSpot, creating blind spots in tracking lead engagement. Without visibility into the full scope of communications a lead received, it was challenging to segment follow-up communications effectively based on campaign performance. To address this, we developed a custom solution using HubSpot custom objects to bridge the gap and ensure accurate campaign data synchronization.

Challenges

Syncing Campaign Member Data

Ensuring seamless synchronization between Salesforce Campaign Member Responses and HubSpot while maintaining association integrity with related contacts or leads.

Custom Record Association

Addressing a known limitation in the sync process where campaign member records associated with Salesforce leads were not automatically linked to HubSpot contacts.

Efficient Workflow Design

Developing a scalable and robust workflow to automate updates and record creation across platforms without introducing errors.

The Solution

Process Pro Consulting took a systematic approach to address the client’s challenges through these key steps:

Steps Taken

Discover And Design

• Reviewed the client's Salesforce and HubSpot data structures.
• Planned associations, properties, and workflows for the custom object.
• Identified potential issues, such as lookup field complexities and sync limitations.

Build and Deploy

• Created the Salesforce Campaign Member custom object in HubSpot with mapped properties like Campaign ID, Status, and Response Date. 
• Properties in both objects were used to “flatten” lookup data on the SFDC Campaign Member Records to accurately link with existing campaigns.
• Established associations between the custom object and relevant contact records.
• Integrated the bi-directional sync for seamless data flow between Salesforce and HubSpot.

Error Mitigation via Custom Code

• Developed a custom code workflow in HubSpot to handle record associations.
• Identified HubSpot contacts using campaign member emails and verified Salesforce lead and contact IDs.
• Created associations for leads and flagged anomalies for manual review.

Enable and Optimize

• Tested workflows to ensure smooth data synchronization and error handling.
• Provided documentation and training to client teams on using the custom object for segmentation and workflows.

Key Outcomes

Enhanced Marketing Segmentation

The client now segments audiences based on campaign responses while gaining complete visibility into customer lifecycle data. This enables more strategic workflows for marketing and sales activities. For example, webinar attendees are automatically updated from "Registered" to "Attended" in both Salesforce and HubSpot, ensuring teams have accurate, real-time insights into customer interactions and engagement.

Streamlined Data Synchronization

The bi-directional sync ensures that updates to campaign member responses in HubSpot are reflected in Salesforce in real-time, providing a unified view of campaign interactions.

Enhanced Data Accuracy

Custom code workflows resolved the limitation of associating campaign member records with HubSpot contacts when linked to Salesforce leads. This ensured data consistency across platforms.

Project Success

This implementation provided the client with robust tools to manage campaign data, better understand customer journeys, and align marketing and sales efforts effectively. By addressing technical challenges and leveraging custom solutions, Process Pro Consulting delivered a seamless integration that unlocked significant value for the client’s operations.