You spent hours crafting the perfect case study.
Weeks of chasing approvals, tweaking the messaging, finessing the design.
Marketing’s proud. Sales says they love it.
And then… nothing.
No idea if anyone’s actually using it.
No clue if it’s helping move deals forward.
No way to prove the time and money spent was worth it.
That’s the frustrating reality for a lot of marketing and enablement teams. You’re doing the work, but you can’t see the value.
Bigtincan’s HubSpot integration changes that. It connects sales content directly to your CRM, giving both sales and marketing real visibility. You can finally see what's actually driving revenue.
Let’s take a look.
Why sales and marketing still feel disconnected in HubSpot
Your company probably bought HubSpot because they thought it would bring everyone on the same page.
After all, HubSpot promises a single platform where marketing, sales, and service can work together easily — sharing data, tracking activity, and driving revenue as one team.
But for most teams, the reality looks a lot messier.
Sales is out there sending content to prospects — case studies, product one-pagers, decks. But that activity doesn’t get captured anywhere.
Reps get no credit for the content they’re sending because it’s not tracked automatically. And let’s be real: manual tracking is just not going to happen when people get busy.
Meanwhile, enablement and marketing are working hard to put together high-impact content. But they have no idea which pieces are actually getting shared with prospects, let alone which ones help close deals.
And there’s no easy way to tie content engagement — like whether a prospect viewed that case study — into lead scores or automated follow-ups.
All this means that leadership can’t see what’s happening in the deal, which makes forecasting shaky at best.
The result? A broken feedback loop where sales activity disappears, promising leads don’t get added to the CRM, marketing content value goes unmeasured, and leadership is left guessing.
How an enablement-HubSpot integration aligns sales and marketing
The Bigtincan enablement platform’s HubSpot integration keeps your sales and marketing teams aligned by automatically connecting every content interaction to the right contact, deal, or company in HubSpot — without manual updates or guesswork.
Whether you’re working in HubSpot CRM to manage deals or in HubSpot Marketing Hub to drive and score leads, the integration means you can:
Automatically create new contacts when reps share content
Say a sales rep shares a deck with a prospect who isn’t yet in HubSpot. Instead of letting that lead slip through the cracks, the integration creates the new contact and logs the activity automatically — so nothing gets lost and marketing has full visibility.
Bigtincan automatically matches or creates HubSpot contacts when content is shared — no manual updates needed.
Track content engagement to help close deals
After a discovery call, a rep shares a case study and pricing sheet. The prospect views the case study, skims the pricing, and forwards the deck to their team.
Every interaction gets logged in HubSpot automatically, so sales can actually see what’s happening in the deal — and marketing can finally tell which content is pulling its weight.
Tie content interactions to lead scoring
Say your lead scoring model assumes that, when a prospect views that killer case study, they should get assigned an additional 20 points.
But how do you track that? Manually? Yeah, right.
With the Bigtincan integration, whenever a prospect engages with your content, their lead score in HubSpot updates automatically. Sales gets notified when the prospect is ready for outreach — without anyone needing to lift a finger.
Give sales reps credit for content sharing
Sometimes reps share valuable content but forget to log the activity. And, sometimes, they don’t share anything at all.
When a deal stalls or falls through, sales leaders are left wondering what actually happened. With this integration, you can see who’s working their deals, and who isn’t. Every time a content asset is shared or viewed, it’s tracked in Hubspot.
Content engagement is automatically logged in HubSpot, so every action is tracked without extra work.
Identify which content actually drives revenue
Imagine discovering that one case study showed up in 70% of closed deals last quarter. With Bigtincan’s HubSpot integration, every time content is shared or engaged with, that activity is tracked automatically inside HubSpot, so you can finally see which assets are actually influencing pipeline.
With that kind of insight, it’s easy to double down on content that works, cut what doesn’t, and tie your content efforts directly to revenue — proving real ROI for every asset your team creates.
Bigtincan + Hubspot: The biggest benefits for sales and marketing
Before: Marketing has no idea what content actually drives revenue.
After: Content engagement is tracked, reportable, and tied to real deals in HubSpot. Marketing finally gets to prove the value of their work, and double down on content that actually moves the needle.
Before: Engagement data is siloed and forgotten.
After: Every interaction is logged and can trigger next steps — like lead score updates, follow-up tasks, or pipeline movement. No more guessing what’s happening in the deal. No more missed signals.
Before: Sales activity goes untracked (or worse, unrecognized).
After: Every piece of content shared is captured automatically, giving sales leadership a clear view of rep activity, and making sure no one’s hard work gets overlooked. When deals fall through, there’s no more mystery over what happened. Leaders can see the real picture.
Before: Marketing spends time and money creating content they hope works.
After: Content performance is crystal clear, so you can focus your budget and energy on what actually drives results. No more wasted effort. No more “we think this will help.” Real data on what moves deals forward.
Getting set up is simple (and doesn’t take forever)
In keeping with our promise of being the most flexible enablement platform, Bigtincan’s HubSpot integration is customized to your needs, quick, and easy to set up.
It starts with a short scoping process with our Services team, to figure out what data you want to track and where it should flow in HubSpot.
From there, we’ll handle the setup and testing behind the scenes.
The integration is built on a flexible framework that can connect with HubSpot CRM, Marketing Hub, or both, depending on what your team needs.
The process moves at your pace, and it doesn’t require heavy internal resources or a complicated rollout.
A straightforward way to connect sales and marketing in HubSpot
When sales and marketing work in sync, everything runs a little smoother.
Content doesn’t go to waste.
Leads don’t get lost.
Deals don’t stall out without anyone noticing.
And both teams can see what’s actually driving results, without adding extra work to their day.
That’s what Bigtincan’s HubSpot integration helps you do. It makes it easier to share content and see the impact of those interactions.
Want to see Bigtincan + HubSpot in action? Let’s talk.
