CRM Integration Helps the Rock and Roll Hall of Fame Generate More Leads

The Customer

The Rock and Roll Hall of Fame (RRHOF) is a museum, hall of fame, and performing arts event center located in Cleveland, Ohio. The museum hosts anywhere from 500,000 - 600,000 visitors a year, with many being repeat visitors interested in revisiting exhibits, seeing new ones, or attending events at the museum. RRHOF patrons can also interact with the museum online -- voting for new inductees, online learning courses, virtual events, and more.

The Challenge

While up to 600,000 visitors a year is an exciting milestone, it means a massive database of prospect and customer information! In RRHOF’s case, their data was housed disparately between platforms. RRHOF used HubSpot for marketing automation purposes and Tessitura, a specialized system used by arts and cultural organizations for ticketing, CRM, membership, and fundraising. While Tessitura is useful for organizations like the museum, it can be complicated to retrieve all that ticket and other data to use in other, more robust marketing systems like HubSpot.

Because of this, they wanted the two systems to work seamlessly together, so their team could more effectively market their “constituents” (or anyone who’s bought a ticket from the box office or website to either visit the museum or attend an event held on the premises). They also wanted to use HubSpot to generate more leads based on tickets, site interactions, and other data housed in Tessitura. It was also vital for the data to remain and never be overwritten in Tessitura so their ticketing and marketing teams could be on the same page at all times.

The Solution

The HubSpot Tessitura Integration is a cloud-based integration solution that syncs Tessitura data automatically into HubSpot. Doing so enables marketing automation by synchronizing contacts and other data between HubSpot and Tessitura

For the integration to work, our team built a Tessitura connector that enables our integration platform to query data via an API. We worked with Tessitura’s team directly to help move this portion of the integration along smoothly. We were ultimately able to build a Tessitura connector within the project’s timeline. Now, the connector is used to support the following use cases continually:

• Get recently modified Tessitura Constituents to create or update HubSpot Contacts
• Get Tessitura Orders by Constituent to sync to HubSpot Deals
• Get Tessitura Orders to sync an order’s associated data to the order’s deal in HubSpot

The Results

The integration was built to the stakeholders' preferences with the following sync maps working seamlessly:

• Sync recently created/modified Tessitura constituents to HubSpot contacts (information like email address, membership, program listing, and more moves from Tessitura to HubSpot for related, contextual campaigns)
• Sync recently modified Tessitura constituent orders to HubSpot deals (information like the order number, order date, notes, fee, line items, and more moves from Tessitura to HubSpot)
• If a Tessitura order is associated with an order, sync the fields to the HubSpot deal (cost, time, type, description, and more syncs from Tessitura to HubSpot) 

With this information moving between the systems, the team at RRHOF can build out marketing campaigns and functionality in HubSpot (like forms, etc.) and be assured that the data will sync to Tessitura. Likewise, essential information about patrons moves to HubSpot and can be used to engage with leads and customers. All the data the marketing team needs to build contextual and personalized campaigns is now in HubSpot! They no longer have to toggle between systems or interrupt another team member using Tessitura for information.

This allows their marketing team to create campaigns related to individual contacts and what those contacts have done or experienced at the museum. Their sales team can focus on learning more about constituents and engaging with them appropriately. Their museum’s data is always safe, secure, and up-to-date, making the project a success. But don’t just take our word for it; hear from the company itself: