Why Insurance Producers Need Access to AMS Data in HubSpot

Insurance agency executives have begun to appreciate the reasons for using digital marketing solutions like HubSpot. HubSpot can store all the valuable information about leads and clients in one place, it is for this reason that insurance producers find it easier to understand customer needs and improve sales rather than using the information in their AMS. However, HubSpot is only as useful as the data in it, and so to work successfully it is important to keep data in sync with operational systems like an AMS. Unless the synchronization between an Agency’s AMS and HubSpot is automated, there can be problems with the data in both systems.

The value of HubSpot

It is now common to use a centralized database that has all the information about leads and clients. This helps to align marketing, sales, and customer service so that teams can spend more time selling.  

HubSpot is one of the leading solutions in this area. Its marketing and sales automation functions can significantly improve the way communication happens with leads and clients. It can create email templates, and schedule both emails and outbound calls, avoiding the need for spreadsheets.

According to HubSpot, companies that use its Sales and Marketing Hub see a 74% increase in deal close rate after 12 months, and with Sales and Service Hub they see a 124% increase in deals won after 12 months.

Challenges Surrounding HubSpot and AMS Integration

Although producers find utilizing tools like HubSpot valuable, relying solely on manual data entry to maintain data accuracy can result in wasted time and resources, potentially causing suboptimal user adoption and financial inefficiencies.

In many agencies, the data is only updated periodically. This means information can quickly become outdated, impeding producers' ability to access crucial data within HubSpot and negatively impacting the way producers cater to their clients. If HubSpot data is manually updated from the AMS, engaging with customers and prospects and driving renewals becomes difficult and takes longer. Without a 360-degree view of a client's policies available in HubSpot, cross-selling also becomes difficult.  

There is no prepackaged integration to HubSpot for AMS systems like AMS360 or Applied Epic. In most cases, there is only uni-directional integration from HubSpot to the AMS, which means a customer can be created in HubSpot and it will be loaded into AMS360 or Applied Epic. However, once an opportunity in HubSpot becomes an account in AMS360 or Applied Epic, any new information in the account will not be reflected in HubSpot.

Without proper HubSpot and AMS integration, producers end up trying to use their AMS as a marketing system and leads are masqueraded as accounts. This results in bad data in the AMS.

HubSpot allows custom objects, like type of vehicle, but without proper HubSpot integration, automatically updating these objects cannot be done.

Insurance agencies can try to do this integration by having programs written for them, but it often ends up as costly, error-prone, and takes significantly more time.

Using Synatic to integrate AMS with HubSpot

The Synatic Data Integration Hub (DIH) empowers agencies to fully integrate HubSpot to whichever AMS they use, such as Vertafore, Applied Epic, Hawksoft. The DIH automatically extracts data from the AMS and transfers it into HubSpot, whilst also checking for errors and duplicates.

One example of how the DIH helps is loading claims from AMS 360 into HubSpot. This allows producers to see in HubSpot what the loss ratio is when dealing with a client. Another useful integration is to put total policy premium data into HubSpot so that customers can be segmented into tiers, such as high, medium and low. With this integrated data from the AMS, agents can use the marketing automation function in HubSpot to prioritize important leads and manage engagements with them better. They can also set reminders to contact customers when their policy is due for renewal.  

With the Synatic DIH, the update process is automated, and because the system checks the data before it is loaded, errors and omissions are reduced. This removes the need for producers to spend time on manual updates and allows them to focus on revenue-generating activities.

Digital marketing systems like HubSpot work best when they are populated with relevant, up-to-date data. The better the data that is loaded, the more useful it will be to producers, giving them greater visibility into their customers and so improving customer service.

Easily integrate AMS data with HubSpot

With Synatic, agencies can realize the long-term benefits of creating flexible custom-built integrations between their AMS and HubSpot in a matter of days not months. This brings greater agility and efficiency to agents’ work environments. It allows agencies to build complex integrations with ease between HubSpot and their AMS of choice, enabling all of their AMS data to be available in HubSpot. Producers are then free to use HubSpot as their most up-to-date source of information for managing customers and leads.

To learn more about how you can simplify the process of integrating you’re AMS data with any AMS, and ensure that your producers have access to the right data at the right time, contact Synatic today.

Wesley Borain
September 12, 2023
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