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Integrate HubSpot and Wistia

With your Wistia-HubSpot powers combined... well, you won't be Captain Planet, but you'll be pretty close. Here's the run down on how to get that sweet, sweet integration power.

Haven't signed up for the integration yet?

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HubSpot is marketing software designed to help increase leads and drive better engagement. They are the masters of inbound marketing...heck, they invented it!

HubSpot and Wistia work together in a bunch of different ways:

  • Video heatmaps show up in your contacts' timelines
  • A Wistia Turnstile integration
  • Video events are piped to HubSpot so you can segment your contacts based on viewing behavior

See this video for more:

 

Setting Everything Up

There are three steps to getting fully integrated:

  1. Enable the integration inside your HubSpot account.
  2. Set up Turnstile to work with HubSpot.
  3. Just kidding, there's no step 3. Woot!

Enable the Integration in HubSpot

To enable the integration within HubSpot, log into your HubSpot account, click on your beautiful face (your profile picture) in the upper right of the screen, and go to Integrations.

In Integrations, you'll see Wistia right at the top! Click Integrate with HubSpot.

HubSpot will request the API password from your Wistia account (which you can find here). Pop that into HubSpot and you're nearly ready.

You're almost done! All you need to do now is set up HubSpot with Turnstile in your Wistia account.

Turnstile

Want to make your HubSpot-Wistia powers even stronger? Of course you do!

Once you've entered your HubSpot ID into Wistia, you'll be able to gather leads with Turnstile.

 

Jump back to your Wistia account, and head into Account Settings. (Keep in mind, only the Account Owner can get into Account Settings.) Once you're there head to Integrations under Advanced. Scroll down to the Advanced Integrations section. Enter your HubSpot ID and connect.

HubSpot will ask you to login to your account, and verify that you're cool with authorizing Wistia.

Once you've entered all your HubSpot info and configured it, you are ready to use the HubSpot Turnstile with your next Wistia video (look for it in Timeline Actions).

Note that unlike many of the other Turnstile integrations, with the HubSpot integration you don't choose a list for the emails to be pushed to. Instead, we automatically create a Form for you in HubSpot for each video. You can use HubSpot's Smart Lists to group and organize your contacts. This is far more flexible and powerful than having to select a list for each video and forcing the contacts into that one list!

For a more in-depth guide see the Turnstile page.

Now that everything's setup, let's see how this thing actually works!

Turnstile as Form Submissions

So now you have your HubSpot Turnstile integration set up, and you've shared (or embedded) a video with turnstile turned on. Here's a quick guide to tracking those submissions in HubSpot.

From under the Contacts menu in your HubSpot account, select Forms.

Your video should appear in your Forms list, entered under the title of your video in your Wistia account. You can check the submissions and take other conversion actions from the Forms area.

Awesome!

Heatmaps in Contact Timeline

One of the coolest things about this integration is that you'll see video heatmaps in your contacts' timelines. It will look like this:

Tip

Unidentified Wistia viewers that have been identified by HubSpot (with something like a form submission) will also get Wistia events attached to them. This is with the caveat that the Wistia-HubSpot integration was configured at the time those events actually took place.

Segmenting Based on Viewing Behavior

If you're a HubSpot Enterprise customer you have access to their powerful events engine. Once you have this integration set up, we'll automatically send the following events for every Wistia video on your site:

  • Video played
  • Video 25% watched, 50% watched, 75% watched and 100% watched
  • Links clicked

This means that you can segment your contacts based on this viewing data. Here's what it looks like if I wanted to segment based on everyone who's watched 100% of my 2011 Recap video.

Some cool things you can do with this:

  • Find everyone who loaded a particular video but didn't play it and send that video out to them in an email.
  • Nudge viewers who've only watched 25% of a video.
  • Know who your most engaged viewers are.
  • Follow up with users to clicked on annotation links and Calls to Action.

Email Merge Tags

With the HubSpot-Wistia integration you can easily embed a thumbnail of your video in your email campaign. When visitors click the video image with the play button, they'll be sent to your website to watch the video.

When you use this integration, your recipients email addresses are automatically piped through to your Wistia and HubSpot stats. So for everyone who clicks through on the email, you'll be able to see who they are and what parts of the video they've watched!

First you'll want to grab the email merge tag from Wistia. Pick the video you'd like to share, and select Embed & Share from the Video Actions drop down menu. The select Link in Email Campaign, and make sure HubSpot is chosen at the Email Provider.

Change the size, play button color, and page the video links to. Then copy the email merge tag.

For HubSpot it should look something like this:

<a href="https://home.wistia.com/medias/6hnsww6aua?wemail="><img src="https://embed-ssl.wistia.com/deliveries/e4113de89c7e483bd720ee893e619c96275e4a01.jpg?image_play_button=true&image_play_button_color=31b0dde0&image_crop_resized=500x281" alt="Wistiafest is Coming" width="500" height="281" /></a>

Next head over to HubSpot's Email Builder.

When you're editing your email in HubSpot, click the Source Code button in the Main Body Text editor. This will ensure that the editor won't mess with the code that we paste in.

Paste in the email merge tag.

And then you should see the thumbnail of your video appear in the preview window. Pretty cool, eh?

Once you've got that beauty ready to go, send that email!

It's always good to send a test message to yourself first to make sure everything's linked up right. Note that when HubSpot sends the test message it will pass through "EMAIL" to our tracking system instead of your actual email address.

When you send the actual email, it will substitute the recipients emails in instead.

May your click-through rates be high and your video engagements long!

Getting Wildly Advanced

Using HubSpot's JavaScript events API and our player API, you can accomplish some awe-inspiring feats of sales and marketing automation.

Consider this: you sell self-driving cars. You have a video that's part of your sales funnel, and you want to know if a prospect has watched key areas of that video.

You could set up code like this to report to HubSpot when a prospect has watched the following sections:

  • Never look for a parking spot again
  • Have your car drive your kids to school
  • Drink a beer while riding home from work on a Friday
advanced-hubspot.js
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(function(){
  var reportSection = function(name, start, end){
    var watched = [];
    for (i = start; i < end; i++) { watched.push(false); }

    function watchedItAll(){
      var c = 0;
      for(i = 0; i < watched.length; i++) {
        if (watched[i]) { c++; }
      }
      return c == watched.length;
    }

    wistiaEmbed.bind("secondchange", function(s){
      if (s >= start && s < end) {
        watched[s - start] = true;
      }

      if (watchedItAll()) {
        window._hsq.push(['trackEvent', { id: name }]);
        return this.unbind;
      };
    });
  };

  reportSection("Watched part about death to parking", 11, 22);
  reportSection("Watched part about kid chauffeur", 38, 46);
  reportSection("Watched part about drinking and driving", 95, 108);
})();

Ta da! Automation bliss! Segment on these events, see them in your timeline, the sky's the limit.

Troubleshooting

Got issues? Not seeing the magic? We're here to help!

I can't see my heatmaps!

HubSpot will batch-pull data from Wistia, so heatmaps might not be piped in immediately--but they'll be there soon.

Additionally, you'll want to make sure the Wistia icon in your contact's timeline is the vibrant, Wistia blue (it will be grey if its not turned on). This is usually turned on by default in HubSpot, but if you've deselected the option, you won't be able to see the nifty heatmaps.

Turnstile isn't pulling in heatmaps!

If you've built your own webpage you'll want to make sure the HubSpot tracking code is in there. Without it, Wistia and HubSpot are just two ships passing in the night--we won't be able to communicate properly.

Here's HubSpot's guide on adding your tracking code.

Alert

Just a heads up, Wistia media pages don't have the HubSpot tracking code on them. You'll need to embed your videos out in the wild in order to start pulling data into HubSpot.

Still not working? We're happy to help! Give us a holler, and we'll jump on the case. 🤓