How To Set Up Savio’s Hubspot Integration

Savio can connect with HubSpot’s powerful customer relationship management (CRM) tool. While most of your feedback and feature requests will likely come from your existing customers, it’s also fairly common to get feedback on your product from your prospective customers. You might even get customers choosing a competitor because your product doesn’t have a feature they need. That feedback is important to capture. You can use it to build a better product and improve sales.

Our HubSpot integration makes it easy for your Sales team to send that feedback directly to Savio without switching tools. In this article, we’ll explain:

Note: HubSpot has several products including a suite of marketing tools, a content management system, and a customer service tool. Savio currently only integrates with the CRM tool.

How to connect HubSpot to Savio

Here’s how to connect HubSpot to Savio:

1. Log into Savio, click your name in the top right corner, and select “Integrations”.

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2. Scroll down to the “Connect to HubSpot” box and click “Connect HubSpot”.

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3. Log into your HubSpot account. You’ll be asked to give Savio permission to connect with HubSpot.

Pulling People, Companies, and Attributes from HubSpot

You already have all your customers and prospects in HubSpot—these are your “Contacts”. When you connect HubSpot to Savio, these get pulled into Savio automatically. Savio automatically pulls in:

  • People: Your HubSpot “Contacts” become “People” in Savio. These are updated automatically, so when you make a change in your contacts in HubSpot, those changes are reflected almost immediately in Savio.

  • Companies: In HubSpot, your Contacts can be associated with “Companies”. Savio preserves that relationship: when it pulls in the information about your HubSpot Contacts, it also brings in information about the Companies they belong to. Company information from HubSpot is updated in Savio almost immediately after you make the change to those companies.

  • Attributes: In HubSpot, you can assign “Attributes” to your Contacts and Companies including things like Annual Revenue. Savio pulls in these Attributes so you can filter feedback requests by them. Attributes are updated nightly, so if you make changes to the attributes of your Contacts in HubSpot, you may not see those reflected in Savio until the next day.

In Savio, each feature request and piece of feedback has a Person assigned to it, together with the Company they belong to (if that’s relevant) and their Attributes. These give you a number of powerful ways to filter your feature requests and feedback so you have the information you need to make thoughtful decisions about which features you prioritize.

The Savio widget in HubSpot

When you connect Savio with HubSpot, you’ll notice that a Savio widget is added to several of your HubSpot pages. These show you the features that a given contact has requested.

Feedback on the Contact page

You’ll notice the Savio widget on your Contact page in HubSpot.

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This shows you all the feature requests that a given Contact has requested. You can click on the feature request and you’ll be taken to that feature request in your Savio feedback vault.

Feedback on the Company page

The Savio widget is also visible on the Company contact page in HubSpot for any given company.

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It shows you all the feature requests from all the Contacts at that company. Again, you can click on the feature request to view it in Savio.

Adding feedback from HubSpot with Closed Reasons

Finally, we’ve made it easy to add feedback directly to Savio from HubSpot without switching applications or tools. This is handy for your Sales team: if they find out a prospect didn’t choose your product because it lacked a feature or another product reason, they can quickly make a note of it and it’ll be sent automatically to your Savio vault.

You can send this feedback through two properties called “Closed lost reason” (the reason you lost a deal) and “Closed won reason” (the reason that you won a deal). In these fields, you can make notes about the reason that you won a deal or lost it. If you include “#Product” in the note, the feedback will be sent to Savio.

Here’s how to do it.

Ensure “Closed lost reason” appears for your deals

The “Closed lost reason” and “Closed won reason” properties may not automatically appear in each of your deals. The first step is making sure that it appears for your deals.

1. Start by logging into HubSpot and navigating to your “Deals” page. Select one of your deals by clicking the hyperlinked Company name.

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2. Scroll through the “About this deal” sidebar. See if “Closed lost reason” is visible. If it is, jump to the next section to learn how to use it to send feedback to Savio. If it isn’t, continue in this section to learn how to make it visible.

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3. Click “View all properties”.

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4. Look through the properties until you find “Closed lost reason” and “Closed won reason”.

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5. Hover your cursor over the property, then select “Add to your view”.

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6. Now, return to your “Deals” page by clicking “Back” in the top left corner.

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Send feedback to Savio using “#Product”

You have “Closed lost reason” and “Closed won reason” visible in the “About this deal” section on each of your deals. Now you can easily send feedback to Savio using “#Product”. Here’s how:

1. Write a note in the “Closed lost reason” or “Closed won reason” field, including “#Product”.

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2. Click “Save”.

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3. The feedback will be sent immediately to your Savio feedback inbox.

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4. Now you can triage the feedback and assign it to a feature request. The feedback will automatically be attributed to the Person and Company that is associated with the Deal in your HubSpot account, but you can alter that during triage if you like.

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Now you will be able to see that feedback on the Deals page in HubSpot.

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Tip: This feature is usually used by Sales representatives to provide information about lost deals. Your Sales rep might note features that prospects would have liked and may have been a dealbreaker. But Sales can also use this process to capture feedback from won deals about features new customers would like you to build soon.

Tip: We recommend sending product-related feedback to Savio, but not necessarily all feedback. For example, if a prospect doesn’t buy your product because it is missing an integration, you’d want to capture that in Savio. But if a prospect doesn’t buy your product because it’s too expensive, you may want to make a note of that, but you may not necessarily want it in your Savio feedback vault. To make a note in HubSpot without sending it as feedback to Savio, simply omit the “#Product” in the HubSpot note.

Power user tip: setting up HubSpot feedback automations

Sending feedback from HubSpot to Savio using the above method is easy. But sometimes sales reps get busy and forget to include important feedback. You can make it easy for them to remember by making “Closed lost deals” a required field and send it to Savio automatically. This takes a bit of time upfront to set up, but it makes it easier for Sales and will ensure that all relevant product feedback on lost deals gets sent to Savio.

Note: Configuring this option requires HubSpot automations. Automations are currently only available to individuals on HubSpot’s Professional and Enterprise plans. If you have the Starter or the Free plan, you will not be able to set up this automation. Also note that to set up automations, you must have Admin access in your HubSpot account.

To set up this automation, there are three main steps:

  1. Create a new property called “Closed lost reason type” to differentiate product-related reasons for losing a deal from other reasons.

  2. When a deal is lost, require users—usually Sales reps—to provide the reason you lost it and whether that reason was product-related or not.

  3. Configure HubSpot to automatically send feedback to Savio when the reason you lost the deal was product-related.

Each of these steps is explained in detail below.

Create a new property called “Closed lost reason type”

First, we’re going to create a new property called “Closed lost reason type” that describes the type of reason a person chose not to purchase the product. The idea is that when this property is set to “Product”, the “Closed lost reason” will be sent to Savio. When it’s something else—maybe “Price”—the “Closed lost reason” won’t be sent to Savio.

Here’s how we create that new property.

1. Log into HubSpot, click “Sales” in the main toolbar, and select “Deals”. Find the Kanban view of your deals by clicking on the grid view button.

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2. Click on “Board actions” and select “Edit stages”.

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3. Click on the “Setup” tab, and then click on “Manage deal properties”.

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4. Click “Create property”.

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5. Now create your property. Here’s how we recommend you set up this property:

  • Object type: We recommend making this a property that’s related to your deal.

  • Group: Make this “Deal information”.

  • Label: We recommend calling this “Closed lost reason type”.

  • Description: Add a description if you wish.

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6. Customize the property. Here’s how we recommend you set up this property:

  • Field Type: Select “Radio select”.

  • Sort: Custom.

  • Options: Here’s where you’ll include all the reasons why you lose deals. We recommend adding an option for “Product”. That way, you can configure your automation so that any “Closed lost reason” that is set to “Product” will be sent to Savio, and any that aren’t set to “Product” won’t be sent to Savio. You can also include other options that you might want to keep track of. For example, if you want to know when people don’t choose your product because it’s too expensive, you can create an option for “Price”. If you want to know when they don’t choose your product because they go with a competitor, you might create an option called “Competition”.

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6. Click “Create” when you’re done. Now you’ve created a property for your deals called “Closed lost reason type”.

For more information about managing deal properties in HubSpot see the HubSpot Knowledge Base article on Managing properties.

Require users to enter the reasons you lost a deal

Now, we’re going to configure HubSpot to require any sales rep that puts a deal in the “Closed Lost” stage to give reasons why the deal was lost. Do the following:

1. Get back to the Deals page by clicking “Sales” in the main toolbar, and select “Deals”. Find the Kanban view of your deals by clicking on the grid view button.

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2. Click on “Board actions” and select “Edit stages”.

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3. Click on the “Pipelines” tab.

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4. Find the “Closed lost” stage and click on “Edit properties”.

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5. In the pop-up window, search for the “Closed lost reason type” property we created earlier. Under “Deal information”, select “Closed lost reason type”. Under “Selected Properties”, check the “Required” check box. Then click “Next”.

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Then click “Save” to confirm the changes.

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Now, when your sales reps move a deal to the “Closed” stage, they’ll receive a pop-up and be prompted to fill out these two pieces of information: the reason that the deal was lost, and the type of reason—whether the reason was product related, price related, related to your competition, or something else. These will be required fields.

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Configure HubSpot to automatically send feedback to Savio

So far, we’ve created a property and made it so that anytime a sales rep moves a deal to the “Closed Lost” stage, they must fill in the reason the deal was lost and the category that the reason belongs to (whether it was a product-related reason or something else). Now, we want to configure HubSpot to automatically send any of the reasons for losing a deal that are product-related to Savio. Here’s how to do that.

1. Get back to the Deals page by clicking “Sales” in the main toolbar, and select “Deals”. Find the Kanban view of your deals by clicking on the grid view button.

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2. Click on “Board actions” and select “Edit stages”.

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3. Click on the “Pipelines” tab and select “Automate”

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4. Under the “Closed Lost” stage, select “Create workflow”

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5. Choose “Trigger webhook” from the list of possible actions.

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6. Fill in the webhook settings.

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  • Method: Leave this as “POST”.

  • URL: You’re going to put in the URL that is given to you in Savio. To find the URL:

7. Log into Savio, click on your name in the top right corner, and select “Integrations”.

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8. Scroll down to the “Connect To HubSpot” box. If you have integrated HubSpot as indicated above, you’ll find the webhook URL specified there. Copy that URL.

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9. Paste the URL in the HubSpot “Webhook URL” field. Then click “Save.

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You’ll see that you now have a workflow.

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The current workflow says, “When a deal in the sales pipeline is moved to the “Closed Lost” stage, send feedback to Savio.” We want to make it a little more nuanced so that rather than all feedback being sent to Savio, we only send product-related feedback.

To add that extra criterion, do the following:

11. Click “Open in Workflows”.

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12. Click the “+” symbol between the trigger and the action.

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13. Click “Simple branch”.

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14. Select the property to branch on. In the “Property or value to branch on” field, choose “Closed lost reason type” (the property we created earlier). Then click “Next”.

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15. Specify the branches. In the “Branch on deal property Closed lost reason type of the enrolled deal” dropdown, choose “Product” so that only the product-related reasons for losing a deal are posted to Savio. Then click “Save”.

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16. Choose the branch outcomes. Select “Move the following actions to a specific branch” and choose “Product” from the dropdown menu. Then click “Save”.

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Now, you’ll have your completed workflow. You’ll see that, graphically, it looks like this:

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Now, when your Sales rep moves a deal to the “Closed lost” stage, they’ll be prompted to input two fields: the reason that the prospect didn’t end up buying the product, and the type of reason it is—a product reason, a price reason, a competition reason, and so on.

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If the reason is product-related, they will set the “Closed lost reason type” to “Product”. Then the note they make in the “Closed lost reason” field will be sent to Savio as feedback and will appear in your Feedback inbox.

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Note: that webhooks can take a few seconds to a minute to post, so you may have to wait a minute or two to see your feedback in Savio after you enter a Closed Lost Deal.

This automation setup will help ensure that your Sales team puts in reasons for lost deals and that any product-related reasons get logged as feedback in Savio. That helps you build a better product and improve sales.

For more information on creating automations in HubSpot see their knowledge base article on automations.

Get started with Savio

Want to get started sending feedback from HubSpot to Savio? Go to your account integrations page and link them up. Don’t have a Savio account? Start a free trial and see how it can reduce churn and delight customers.

Last Updated: June 30 2021