Today you will learn how to integrate your brand's LinkedIn Ads account with Hubspot CRM and what additional benefits are associated with the integration.
Connect a LinkedIn ad account to Hubspot
The first step in connecting a LinkedIn Ads account in Hubspot is to make sure that the user who is connecting the platforms has the necessary permissions. The HubSpot user who connects a LinkedIn Ads account must have publishing access to the Ads tool in HubSpot and have an Account Manager role in that LinkedIn Ads account.
To check permissions in LinkedIn ads, click the gear icon in the Campaign Manager and select "Manage Access".
Once the necessary permissions have been granted, we can return to the Hubspot interface to complete the integration process. First, click on the gear icon on the top menu bar to navigate to Settings and scroll down to the Marketing section where you click on Ads. There, click the "Connect Account" button. When prompted to choose an ad network, select LinkedIn, sign in to your account, then click Allow. Select the LinkedIn Ads account you want to integrate with Hubspot and click Connect. A dialog box will ask if you want to sync leads from this LinkedIn account. Check Yes to allow Hubspot to automatically pull leads from your LinkedIn ads without having to download them manually. This is one of the main advantages of integrating the two platforms. There you have it! You should now see the connected LinkedIn ad account under the Ad Accounts tab in Hubspot.
Hubspot is synchronizing
Now that you've integrated the LinkedIn ad account with Hubspot, you're ready to take advantage of the incredible benefits that come with it. As mentioned earlier, by enabling lead syncing, all leads captured on LinkedIn are automatically transferred to Hubspot so the customer's sales team can reach prospects instantly. This greatly reduces the communication delay from a user filling out a lead form to being contacted.
Custom Hubspot Audiences
Another great benefit of the integration is the ability to create very targeted audiences that can be synced with your LinkedIn account. For example, in Hubspot you can create a list of contacts who fall into certain business stages of your sales pipeline and then market them directly to those users on LinkedIn by creating ads that target the audience you generate. You can choose whether the target group list should remain static (not changed) or active. This is dynamically updated to include or exclude users who have gone beyond or dropped out of your sales pipeline. You can target audience of contacts early in the business process and serve them ads with relevant information to take them to the next level of the sales funnel. The ability to create highly customized lists allows you to take into account the content of your ads to ensure that you reach the right audience with the right message. This is extremely beneficial for B2B customers who have a longer than average customer buying cycle and really need to nurture and train their leads. Note that you need at least 300 contacts on a list to generate an audience on LinkedIn. This means that you need to avoid creating hyper-segmented audiences or they will not be filled.
Hubspot ad reporting
A huge benefit of connecting your accounts is the ability to leverage Hubspot's ad reporting dashboard. To navigate to the dashboard, go to the main menu, select Marketing, then click Ads. This dashboard is incredibly useful when you are running ads not only on LinkedIn but also on Google or any other platform. The Ads Dashboard will display and report on all existing ad campaigns on your connected ad account. This way you can track the performance of all your different campaigns across multiple platforms in one place. You can even go a step further and refine your reports based on specific filters like date, attribution reports, accounts, and whether the campaign is active or inactive. If you click the Analyze tab, you can compare the overall performance of each platform to see which channel is where most of your traffic is coming from.
Hubspot offers some pretty incredible features when integrated with LinkedIn ads that allow you to efficiently create campaigns and analyze the effectiveness of the campaigns you create. When you work for an agency and a client is ready to give you access to their Hubspot account, you can gather a ton of useful information to generate reliable insights and to influence your digital marketing strategy accordingly.