Integrate Sona with HubSpot CRM to Unify GTM Data

Make Growth Data Actionable

We're thrilled to announce our powerful, native integration with HubSpot CRM. At Sona, we're committed to making growth data actionable, and this seamless connection between our platforms furthers that goal. For Sona customers, the CRM provides the foundation of their go-to-market (GTM) strategies. Sona enhances this core by seamlessly integrating powerful, actionable data insights.

HubSpot's Rapid Growth with a Contrarian Approach

Since the very beginning, HubSpot has embraced a contrarian approach to building its business. In an April 4, 2024 episode of Lenny’s Podcast, Dharmesh Shah, HubSpot's CTO and Co-founder, highlighted this unconventional strategy, stating, "Some of the best startup advice I’ve heard is that startups should focus on one thing... one of our early zigs was that we decided to do exactly the opposite." This philosophy of going against the grain, by expanding across multiple product lines rather than narrowing focus, has been a defining characteristic of HubSpot’s innovative and expansive growth approach. Today more than 216,000 companies use HubSpot.

Sona’s Integration with HubSpot

Sona customers can access powerful data insights derived from visitor identification data directly within HubSpot through our native integration. Here’s why this important:

• Relevance: By enriching HubSpot with a variety of custom attributes, sales and marketing teams gain valuable insights into a prospect’s interests, engagement levels, and buying stage. These additional insights allow sales teams to enter conversations better informed and with an understanding of what's top of mind for the prospect.
• Timing: With a direct CRM integration, you can engage buyers at the moment of their highest engagement, increasing the likelihood of converting leads into opportunities and turning opportunities into closed deals.
• Audiences: With HubSpot Audiences, marketing teams can create segmented audiences and personalize messaging in ads, email, and other touchpoints based on the prospect’s interests, intent, and buying stage.
• Workflows: Build HubSpot Workflows and automatically trigger sales and marketing actions based upon enriched Sona fields including pages visited, intent signals, buying stage dates and more.

Unified and actionable data is essential for maximizing your go-to-market efforts. Your CRM is at the heart of your strategy—without enriched data from Sona, including visitor behavior and intent signals, you're missing the complete picture. To engage prospects effectively and close more deals, you need timely, relevant, and actionable insights at every stage.

Behind the Build

Our native HubSpot integration is designed with a growth marketing mindset. Here’s how we’ve built it to maximize your HubSpot experience:

• Native integration: By using HubSpot APIs directly, we ensure seamless updates, optimal performance, and a more fully controlled user experience.
• Bi-directional Synching: Sona collects and enriches customer data by mapping it to HubSpot custom fields and writing it back to your HubSpot account to keep it as your single source of truth.
• Using HubSpot fields: We map Sona data to HubSpot fields, including custom ones, enabling you to build audiences, set exclusions, and dynamically personalize your outreach.

Our HubSpot integration marks an important milestone for Sona, and we’re excited to see the warm outbound playbooks you’ll create with it.

Book a demo with Sona here.