To truly transform your sales and marketing efforts, getting ZoomInfo Engage and HubSpot to work together is a real game-changer. Think about it: you’ve got HubSpot, which is fantastic for managing your customer relationships and automating your marketing, and then you’ve got ZoomInfo, packed with incredible data about companies and contacts. When these two powerhouses sync up, your team gets a super clear picture of prospects and customers, helping them connect more effectively and close deals faster. It’s like giving your sales team a compass and a detailed map instead of just a vague direction. This isn’t just about making things a little bit easier. it’s about creating a unified, intelligent system that drastically improves data accuracy, boosts lead generation, and streamlines your entire sales process. So, let’s get into how you can make this integration work for you.

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Why Hook Up ZoomInfo Engage with HubSpot? The Real Benefits

You know that feeling when you’re working on a big project, and all your tools just click? That’s what integrating ZoomInfo Engage with HubSpot feels like for your sales and marketing teams. It’s not just a nice-to-have. it’s a fundamental shift in how you find, engage, and convert prospects. Here’s why so many businesses are jumping on this:

1. Say Goodbye to Outdated Data and Hello to Spot-On Accuracy

One of the biggest headaches for any sales professional is chasing leads with old or incorrect information. You spend precious time crafting a perfect email, only for it to bounce, or dial a number that’s no longer in service. It’s frustrating, right? This integration wipes those worries away.

ZoomInfo is renowned for its vast and incredibly accurate B2B database, which is constantly updated. When you connect it with HubSpot, this wealth of information – think job titles, email addresses, phone numbers, company firmographics, and even details about the tech a company uses – automatically flows into your CRM. This means your HubSpot records are always fresh, ensuring your sales team is working with the most current and verified data available. Imagine your CRM being self-cleaning when it comes to contact details – that’s pretty close to what you get!

2. Supercharge Your Lead Generation and Prospecting

HubSpot is excellent at tracking leads that come to you, but what about proactively finding your ideal customers? That’s where ZoomInfo shines. It gives you advanced search and filtering capabilities to build incredibly specific target lists. When you bring that data into HubSpot, you can then leverage HubSpot’s powerful automation to act on it.

For instance, ZoomInfo can even tell you which companies are actively searching for solutions like yours, thanks to their intent data. This isn’t just generic lead generation. it’s about identifying high-intent prospects who are already in the market for what you offer. You can then use this enriched data within HubSpot to create hyper-targeted campaigns and sequences, making your outreach far more effective from the get-go. Studies show that sales teams using accurate, enriched data can see a significant boost in their lead conversion rates, sometimes up to 20-30% higher than those relying on manual research. Unlocking Efficiency: Your Ultimate Guide to the Zoom HubSpot App

3. Streamline Your Sales Workflows and Boost Productivity

Let’s be real, switching between different platforms to gather information, log activities, and track progress is a time drain. Sales reps often find themselves jumping from a prospecting tool to their CRM, then to an email platform, and back again. It’s inefficient and takes away from actual selling time.

With ZoomInfo Engage integrated into HubSpot, this back-and-forth disappears. All your call and email activities from Engage automatically get pushed into HubSpot’s activity history. This means no more manual logging! Your team gets a unified view of every prospect interaction right within HubSpot. This streamlined workflow reduces administrative tasks, freeing up your sales reps to do what they do best: build relationships and close deals. Some companies report saving hours per week per rep by automating data entry and activity logging.

4. Enhance Personalization and Engagement

In today’s competitive market, generic outreach just doesn’t cut it. Prospects expect personalized communication that speaks directly to their needs and challenges. The more you know about a prospect and their company, the better you can tailor your message.

ZoomInfo fills your HubSpot CRM with rich firmographic, technographic, and contact data, giving your marketing and sales teams a 360-degree view of each prospect. This deep insight allows you to craft messages that genuinely resonate, whether it’s an email sequence, a call script, or social media engagement. Imagine knowing what technology a company uses, their recent hiring trends, or even key decision-makers’ specific job responsibilities before you even reach out. This level of personalization significantly increases engagement rates and makes your outreach feel less like a sales pitch and more like a helpful conversation.

5. Smarter Lead Scoring and Prioritization

Not all leads are created equal, and your sales team needs to know who to focus on first. Integrating ZoomInfo’s data with HubSpot allows for much more sophisticated lead scoring. You can factor in critical data points like company size, industry, revenue, and even intent signals meaning they’ve shown interest in solutions like yours into your HubSpot lead scoring models. Zoom-HubSpot Email: Supercharge Your Communication and Marketing

This means your sales team can prioritize the highest-quality leads – the ones most likely to convert – ensuring they’re spending their time on the opportunities that truly matter. This can lead to a significant uplift in conversion rates and a healthier, more predictable sales pipeline.

Getting Started: Your Pre-Integration Checklist

Before you just jump in and hit ‘install,’ it’s always a good idea to do a little prep work. Trust me, a few minutes spent here can save you hours of headaches down the road. Think of it like tuning your guitar before a big gig – you want everything in harmony!

1. Define Your Goals Seriously, Write Them Down!

What do you actually want to achieve with this integration? Do you want to:

Improve data accuracy by X%?
Reduce manual data entry time by Y hours per week?
Increase qualified lead volume by Z%?
Speed up your sales cycle by W days?

Having clear, measurable goals will guide your setup and help you assess the integration’s success later. Mastering Your Marketing: The Ultimate Guide to Zapier, HubSpot, and Mailchimp Integration

2. Gather Your Admin Credentials

You’ll need admin access in both your ZoomInfo account and your HubSpot portal. Without this, you won’t be able to connect the platforms or configure the necessary settings. So, make sure you’re either an admin or you have someone who is ready to help.

3. Do a Little Data Spring Cleaning in HubSpot

Before you start flooding your CRM with new, enriched data, take a moment to clean up your existing HubSpot records. Get rid of duplicate contacts, update any obviously outdated information, and fix glaring errors. Why? Because you want a clean slate for the ZoomInfo data to flow into. It makes mapping much easier and prevents a mess later.

4. Understand Your Current HubSpot Fields

Familiarize yourself with your existing HubSpot contact and company properties. This will be crucial when it comes to mapping fields between ZoomInfo and HubSpot, ensuring that the right data lands in the right place. Knowing your fields also helps you identify if you need to create any custom fields in HubSpot to accommodate ZoomInfo’s rich data.

Step-by-Step Guide to Integrating ZoomInfo Engage and HubSpot

Alright, it’s time to roll up your sleeves and get these two platforms talking to each other! The process is pretty straightforward, but paying attention to the details makes all the difference. Zoho CRM vs. HubSpot Free: Which CRM Truly Supercharges Your Small Business?

1. Connecting Your Accounts

This is usually the easiest part, often just a few clicks.

Head to the HubSpot App Marketplace: Log into your HubSpot account. In the top navigation, look for the ‘App Marketplace’ icon it often looks like a small store icon or puzzle piece.
Search for “ZoomInfo Inbound Enrich”: While ZoomInfo has several offerings, “Inbound Enrich” is often the core integration for data syncing. You might just search for “ZoomInfo” and select the relevant app.
Install the App: Click the “Install app” button. HubSpot will guide you through the process, which typically involves:
- Granting Permissions: You’ll need to authorize ZoomInfo to access your HubSpot data usually read/write access.
- Logging into ZoomInfo: You’ll be redirected to log into your ZoomInfo account. Once logged in, you’ll select the specific ZoomInfo account you want to connect.
- Selecting Your HubSpot Account: If you manage multiple HubSpot portals, you’ll choose the one you want to integrate.
Confirmation: You should get a success message once the connection is established. The ZoomInfo tile in your HubSpot integrations should now show as connected.

Sometimes, you might initiate the connection from the ZoomInfo side as well. In ZoomInfo’s admin portal, navigate to ‘Tools and Integrations’ and select HubSpot to begin the OAuth process. Either way works, just make sure both platforms acknowledge the connection.

2. Configuring Data Sync and Field Mapping

This is where you tell the integration what data to move and where it should go. This is a crucial step for maintaining data integrity and ensuring the integration works for your specific needs.

Access Integration Settings: After installation, you’ll usually find the ZoomInfo integration settings within HubSpot under Settings > Integrations > Connected Apps. Click on the ZoomInfo app to configure it. You might also manage some settings directly within the ZoomInfo admin portal.
Define Sync Preferences:
- Bi-directional Sync: Decide if you want data to flow only from ZoomInfo to HubSpot, or in both directions. For most teams, a two-way sync is ideal, ensuring that updates in either system are reflected across both.
- Sync Frequency: Set how often you want data to sync – this could be real-time for new inbound leads, or on a scheduled basis hourly, daily for existing records. Real-time enrichment is fantastic for inbound contacts from forms, ensuring they’re instantly qualified.
Map Your Fields: This is arguably the most important configuration step. You need to tell the integration exactly which ZoomInfo data fields correspond to which HubSpot properties.
- For example, ZoomInfo’s “Direct Dial” field might map to your HubSpot “Phone Number” property, or “Company Revenue” in ZoomInfo to a custom “Annual Revenue ZI” property in HubSpot.
- Create Custom Fields: If ZoomInfo offers data points you want to capture but don’t have a corresponding field in HubSpot, create new custom properties in HubSpot first. Then, map them during this step.
- Pay attention to data types e.g., text, number, dropdown. Mismatched types can cause issues.
- Handling Industry Fields: As one Reddit user pointed out, there can sometimes be issues with how ZoomInfo’s industry categories map to HubSpot’s. You might need to adjust these mappings in the ZoomInfo Admin portal to match HubSpot’s enforced values.
Duplicate Management: Configure how the integration handles duplicate records. You’ll usually have options to merge data, prioritize one source over another, or prevent duplicates from being created. This helps keep your CRM clean.

3. Setting Up Automation and Workflows

Once your data is flowing, you can leverage HubSpot’s automation capabilities to make the integration even more powerful.

Lead Scoring: Use ZoomInfo’s enriched data like firmographics, technographics, and intent signals to refine your HubSpot lead scoring models. This helps you automatically identify and prioritize high-value leads.
Lead Routing: Set up workflows to automatically route enriched leads to the correct sales rep based on criteria from ZoomInfo, such as company size, industry, or location.
Sales Sequences and Engagements: With Engage activity flowing into HubSpot, you can trigger specific HubSpot sequences based on Engage actions, or vice-versa. For example, if a contact completes an Engage sequence, you could automatically enroll them in a HubSpot nurturing workflow.
Data Enrichment Workflows: You can create HubSpot workflows to automatically enrich new contacts or companies with ZoomInfo data as soon as they’re created or meet certain criteria. This ensures your data is always up-to-date without manual effort.
Compliance CAN-SPAM/GDPR/CCPA: The Engage integration specifically helps with compliance by syncing unsubscribe statuses between the platforms, so you don’t accidentally email someone who has opted out. This is super important!

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Key Features and How to Use Them Effectively

Now that everything’s connected, let’s talk about how to really put this integration to work. It’s about more than just data. it’s about action.

1. Streamlined Prospecting Right from HubSpot

Imagine you’re in HubSpot, looking at a company record, and you instantly see enriched data from ZoomInfo. You don’t have to leave your CRM to find more contacts at that company or get updated information. This is one of the biggest wins.

Find New Contacts: Use ZoomInfo’s powerful search filters directly within or alongside HubSpot to build highly targeted lists of new prospects based on titles, departments, technologies used, and more.
Export and Sync: Easily push these curated lists and individual contacts from ZoomInfo directly into HubSpot. Admins can decide if newly imported contacts from Engage should automatically create new records in HubSpot, reducing manual data entry and preventing the need for tedious list imports.
Leverage Technographic Data: ZoomInfo provides insights into the software and technologies a company uses. Use this to personalize your pitch, knowing if they’re already using a competitor’s product or a complementary tool.

2. Automated Outreach Sequences with Engage

ZoomInfo Engage is all about automating and optimizing your sales outreach. When it connects with HubSpot, these automations become even smarter.

Multi-Channel Salesflows: Engage lets you build multi-step salesflows that combine automated emails, call reminders, and even social media touchpoints. With the integration, all these activities are automatically logged in HubSpot against the contact record. No more manually updating HubSpot after every call or email!
Personalized Messaging at Scale: Because your HubSpot data is enriched by ZoomInfo, your Engage sequences can be deeply personalized. You can dynamically pull in company-specific details, job titles, or even recent news about the company if you have that data flowing from ZoomInfo to make your emails and calls incredibly relevant.
Out-of-Office Detection: Engage can be configured to automatically pause salesflows if it detects an out-of-office reply, saving you from sending irrelevant messages. This status can then reflect in HubSpot for better visibility.

3. Enhanced Data Enrichment for a Richer CRM

This is where ZoomInfo truly “supercharges” your HubSpot.

Real-time Enrichment for Inbound Leads: When someone fills out a form on your website, HubSpot creates a new contact. With real-time enrichment enabled, ZoomInfo instantly appends dozens of data points to that new record – job title, company size, revenue, industry, and more – within seconds. This allows for immediate lead qualification and routing.
Batch Enrichment for Existing Records: You can also use ZoomInfo to enrich your existing HubSpot database. This ensures that even older records are brought up to date with the latest information, improving the overall health of your CRM.
Consistent Data Hygiene: ZoomInfo Inbound Enrich helps maintain a consistent environment by standardizing the information flowing into HubSpot, reducing discrepancies and improving overall data quality.

4. Performance Tracking and Analytics

To know what’s working, you need to track it. The integration helps here too. Zoho vs HubSpot Marketing: Which Platform Wins for Your Business?

Unified Activity History: Because all Engage activities emails sent, calls made, replies received are logged in HubSpot, you get a complete view of prospect engagement alongside other HubSpot activities website visits, form submissions, marketing emails.
Better Reporting: With richer data in HubSpot, you can create more insightful reports on your sales performance. You can analyze which types of companies based on ZoomInfo firmographics respond best to certain Engage sequences, or which sales reps are most effective with enriched leads.
Identify Trends: By consistently updating your data and logging activities, you can spot trends in your sales process, helping you optimize your strategies over time.

Best Practices for Maximizing Your ZoomInfo Engage HubSpot Integration

Just like a good recipe, the right ingredients data and tools are important, but how you use them truly makes the dish. Here are some pro tips to get the most out of your integration:

1. Regularly Audit Your Data

Even with powerful tools like ZoomInfo enriching your CRM, data can get stale. Make it a routine to perform regular data audits in HubSpot. Look for duplicates that might have slipped through, check for inconsistencies, and manually verify records against ZoomInfo from time to time. Think of it as periodic maintenance for your sales engine.

2. Keep Your Field Mappings Tight

Data quality depends heavily on accurate field mapping. As your business evolves or ZoomInfo introduces new data points, revisit your field mappings. Ensure every piece of valuable information from ZoomInfo lands exactly where it should in HubSpot. If something isn’t aligning, you can often adjust it in the integration settings within ZoomInfo’s admin portal.

3. Educate Your Team

An integration is only as good as the people using it. Train your sales and marketing teams on how to effectively leverage the enriched data and streamlined workflows. Show them how to find ZoomInfo data in HubSpot, how Engage activities are logged, and how to build more personalized outreach. The more comfortable and skilled they are, the more value you’ll get. Master YouTube Marketing with HubSpot: Your Ultimate Free Course Guide

4. Leverage Intent Data for Timely Outreach

ZoomInfo’s intent data tells you which companies are showing “buying signals” by researching specific topics. Use this within HubSpot workflows to trigger immediate, highly relevant outreach from your sales team. Reaching prospects when they’re actively looking for a solution can dramatically increase your chances of conversion.

5. Automate Wisely

HubSpot workflows are incredibly powerful. Use them to:

Automatically enroll newly enriched, high-intent leads into specific Engage salesflows.
Assign leads to sales reps based on ZoomInfo criteria e.g., region, industry, company size.
Update lead statuses or properties in HubSpot based on actions taken in Engage.
Set up alerts for sales reps when a high-value prospect identified by ZoomInfo data engages with your content in HubSpot.

Just remember, while automation is great, make sure your automated messages still feel personal.

6. Monitor Performance and Adjust

Always keep an eye on your key performance indicators KPIs. Are your open rates improving? Is your lead-to-opportunity conversion rate going up for enriched leads? Are sales reps saving time on administrative tasks? If something isn’t working as expected, be ready to tweak your integration settings, workflows, or outreach strategies. It’s an ongoing process of optimization.

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Common Challenges and Troubleshooting Tips

Even the best integrations can sometimes hit a snag. Here are a few common issues you might run into and how to tackle them, like a seasoned pro.

1. Data Not Syncing Correctly or at all!

Check Permissions: Double-check that the user accounts used for integration in both ZoomInfo and HubSpot have the necessary admin permissions and “read/write” access. Lack of proper CRM object access in HubSpot for users can cause issues.
Review Field Mappings: This is a frequent culprit. Go back into your integration settings and meticulously review every field mapping. Are the data types compatible? Is the ZoomInfo field trying to map to a HubSpot field that isn’t designed for that type of information e.g., trying to put a long text string into a single-select dropdown?
Sync History/Frequency: Confirm your sync preferences. Is it set to real-time, or is there a scheduled delay? If it’s scheduled, you might just need to wait for the next sync cycle.
API Limits: In rare cases, if you’re dealing with massive data volumes, you might hit API limits. Check your ZoomInfo and HubSpot documentation or support channels if you suspect this.

2. New Contacts Not Associating with Existing Companies

This is a common frustration users face. Sometimes, when you import contacts from ZoomInfo, they don’t automatically link up with an existing company record in HubSpot, even if the company is already there.

Export Order: One community member suggested that this can happen if you export the contact record before the company record. A simple fix might be to export company records first, then contacts.
Domain Matching: HubSpot often uses unique domains to associate contacts with companies. Ensure that the company domain data coming from ZoomInfo is clean and consistent with your HubSpot company records.
Duplicate Companies: Check for duplicate company records in HubSpot. If there are multiple entries for the same company, the integration might not know which one to pick.

3. Industry Field Mismatch

As noted by some users, the way ZoomInfo categorizes industries might not perfectly align with HubSpot’s standardized values.

Adjust Mapping in ZoomInfo Admin: You can usually edit the industry mapping within the ZoomInfo Admin portal to match your specific HubSpot industry values. It might not be ideal if ZoomInfo’s list is broader, but it’s a necessary step to ensure the enrichment works.
Consider NAICS/SIC Codes: If ZoomInfo provides NAICS or SIC codes, you might explore using those as a more granular way to categorize companies in HubSpot, if your business requires that level of detail.

4. Encountering Too Many Unassociated Companies

You might notice a lot of company records in HubSpot with no associated contacts, and their source is ZoomInfo.

Review ZoomInfo Push Workflows: If you have workflows in ZoomInfo that push companies, check their configuration. Sometimes, a workflow might be set to push company data even if no contact is selected.
Manual Review and Tagging: You might need to manually review these unassociated companies. If you can identify cohorts e.g., by tagging them in ZoomInfo, it can help in associating them later.

5. General Integration Errors or Unexpected Behavior

Clear Cache/Cookies: Sometimes, a simple browser cache clear can resolve minor display or login issues.
Contact Support: If you’ve tried everything and are still stuck, don’t hesitate to reach out to ZoomInfo or HubSpot support. They have dedicated teams for integration issues and can often diagnose problems quickly. Make sure you have screenshots or specific error messages ready to share.

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Beyond Engage: Other ZoomInfo and HubSpot Integrations

It’s worth noting that ZoomInfo offers more than just the Engage integration with HubSpot. The company is committed to building out a robust go-to-market platform, and their HubSpot integrations are a core part of that.

ZoomInfo Enrich for HubSpot: This is often the foundational integration, focusing purely on data enrichment for your contacts and companies. It appends valuable information gathered from various sources web forms, sales, list uploads directly onto your HubSpot records. This can include reducing bounce rates through NeverBounce technology and maintaining CRM consistency.
ZoomInfo Chat and HubSpot: This integration helps move leads down the funnel. You can define audience rules using HubSpot lists to personalize conversations in ZoomInfo Chat, route chat requests to the HubSpot account/contact owner, and create leads in HubSpot in real-time based on chat data.
Chorus and HubSpot: Chorus.ai, a conversational intelligence platform acquired by ZoomInfo, can also integrate with HubSpot. This allows for associating call recordings with deals, stages, and other CRM data, giving you deeper insights into sales conversations.

So, while we’ve focused heavily on Engage, remember that the wider ZoomInfo ecosystem can provide even more powerful capabilities when combined with HubSpot, further unifying your revenue operations.

Frequently Asked Questions

What exactly is ZoomInfo Engage, and how does it fit with HubSpot?

ZoomInfo Engage is a sales engagement platform that helps sales teams automate multi-channel outreach like emails, calls, and social touches. When you integrate it with HubSpot, it means that all the activities you do in Engage – like sending an email sequence or logging a call – automatically get recorded in the corresponding contact’s activity history within HubSpot. It also keeps contact statuses and unsubscribes synced, making your outreach smarter and your data cleaner across both platforms.

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Is the ZoomInfo HubSpot integration free?

No, while HubSpot offers a free CRM tier, ZoomInfo itself is a paid subscription service. The integration connects your existing paid ZoomInfo account and its various products like Engage, Enrich, etc. with your HubSpot portal. So, while connecting them doesn’t incur an extra fee beyond your existing subscriptions, you need active subscriptions to both platforms to use the integration. Pricing for ZoomInfo varies based on your specific needs and feature requirements.

Can I really get real-time data updates from ZoomInfo into HubSpot?

Absolutely! The ZoomInfo Inbound Enrich integration, which often works alongside Engage, supports real-time data enrichment. This is particularly useful for new inbound contacts. When a lead fills out a form on your website and a new contact is created in HubSpot, ZoomInfo can instantly append detailed company and contact information to that record. This means your sales team gets a fully fleshed-out profile almost immediately, allowing for quicker and more informed follow-up.

What kind of data from ZoomInfo can I actually sync into HubSpot?

You can sync a ton of valuable B2B data! This includes core contact details like names, job titles, email addresses, and direct phone numbers. For companies, you can get firmographic data such as industry, revenue, employee count, location, and even technographic data what software they use. Importantly, you can also often bring over behavioral insights like intent data, which tells you if a company is actively researching solutions relevant to your business.

What happens to my existing HubSpot data when I integrate ZoomInfo?

When you integrate, you configure how ZoomInfo data interacts with your existing HubSpot records. You can set rules for data enrichment updating existing fields with ZoomInfo’s info, field mapping matching ZoomInfo data to specific HubSpot properties, and duplicate management how to handle similar records. It’s generally a good idea to clean up your HubSpot data before integrating to ensure a smooth process and avoid creating a mess with conflicting information.

Will this integration help me avoid sending emails to unsubscribed contacts?

Yes, absolutely, and it’s a really important feature! The ZoomInfo Engage integration with HubSpot includes functionality to sync contact status and unsubscribe information between the two platforms. This means if a contact unsubscribes in one system, that status is reflected in the other, helping you maintain compliance with regulations like CAN-SPAM, GDPR, and CCPA, and most importantly, respecting your prospects’ preferences. Yeastar HubSpot Integration: Supercharge Your Sales & Service

What if my sales team uses Salesforce instead of HubSpot, or both?

That’s a common scenario! ZoomInfo also offers robust integrations with Salesforce. If your sales team primarily lives in Salesforce, you can integrate ZoomInfo directly there for lead enrichment and prospecting. If you use both HubSpot for marketing automation, for example and Salesforce for sales, you’d typically integrate ZoomInfo with both. The key is to carefully plan your data flow and field mappings across all three platforms to ensure consistency and avoid data silos. It’s a bit more complex, but definitely doable.

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