If you’re trying to get more out of your CRM and you’ve heard that Hourone can help you automate lead nurturing with video, you’re in the right spot. This guide is for marketers, sales ops, and anyone who’s tired of leads falling through the cracks or getting bogged down in manual follow-ups. You’ll get the nuts and bolts of connecting Hourone to your CRM, what actually works, what to skip, and ways to keep things running smoothly (without spending your weekends fixing broken automations).
Why bother integrating Hourone with your CRM?
Here’s the pitch: Hourone lets you create AI-generated video content—like personalized welcome messages, explainer videos, or follow-ups—faster than you can type out an email. But if these videos aren’t showing up at the right time in your sales process, they’re not helping anyone.
By connecting Hourone to your CRM, you can automatically send the right video to the right lead, right when they need it. Do it right, and you’ll see more replies, better engagement, and less grunt work. Do it wrong, and you’ll have another messy tool nobody wants to use.
Step 1: Get clear on your goal (seriously, don’t skip this)
Before you start wiring things together, figure out what problem you’re actually trying to solve. Here are a few use cases that make sense:
- Speeding up initial lead response: Send a personalized video to new leads within minutes of them filling out a form.
- Keeping leads warm: Use video updates at key points in your pipeline, like when a lead goes dark.
- Automating basic education: Share quick explainers or onboarding steps based on deal stage.
Don’t: Try to automate everything at once, or use video just because it feels cool. Focus on one or two spots in your funnel where a personal touch actually matters.
Step 2: Check your CRM and Hourone plan for integration options
Not every CRM plays nicely with every tool. And not every Hourone plan includes API or integration access. Here’s what to look for:
- Direct integrations: Some CRMs (like HubSpot or Salesforce) may have native Hourone integrations or apps. This is the easiest route if it exists.
- Zapier/Make connectors: If there’s no direct integration, see if both platforms connect to a tool like Zapier or Make. This covers most popular CRMs.
- API access: If you’re comfortable with code, both Hourone and most CRMs offer APIs. This gives you the most control, but also the most headaches.
- CSV imports/exports: As a last resort, you can always pass data between systems with spreadsheets. Not elegant, but it works.
Pro tip: Don’t pay for a higher-tier Hourone or CRM plan just for one feature until you’ve tested the workflow with a trial or free version.
Step 3: Map out the data you actually need
This is where most integrations go sideways. Take 10 minutes and sketch out:
- What triggers the video? (e.g., new lead, stage change, custom field update)
- What info do you need? (lead name, email, company, maybe something personal)
- Where does the video go? (email, SMS, CRM record, Slack, etc.)
Don’t: Pull in every field “just in case.” Stick to what you’ll actually use in the video or workflow.
Step 4: Set up the connection (and keep it as simple as possible)
Here’s how most folks get Hourone talking to their CRM:
Option A: Native integration
- Log into your CRM and search for Hourone in the integrations or app marketplace.
- Follow the install prompts—usually just a few clicks and API key copy-pasting.
- Set up your trigger: what event in your CRM should start the video workflow?
- Choose your Hourone template or video and map CRM data fields (like first name) to the video personalization fields.
Option B: Zapier or Make
- Create a new “Zap” or scenario.
- Choose your CRM as the trigger app (e.g., “New Lead in Pipedrive”).
- Set Hourone as the action (e.g., “Generate personalized video”).
- Map your CRM fields to Hourone’s inputs.
- Test with a sample lead before going live.
Option C: API (for the brave)
- Read both platforms’ API docs—don’t trust random blog tutorials.
- Use webhooks to trigger video creation from CRM events.
- Handle authentication and error checking (this is where most DIY automations break).
- Store video links in your CRM, and make sure they’re easy to find for sales reps.
Option D: CSV shuffle
- Set up regular exports from your CRM (daily or weekly).
- Import the CSV into Hourone to generate videos in bulk.
- Manually send links, or use a mail merge tool to automate delivery.
What to ignore: Don’t get sucked into “full 360-degree” integrations unless you have a real need. Most teams just need two or three fields, a trigger, and a way to send the video.
Step 5: Test everything before you go wild
This step is boring, but it saves you hours later. Run through the process as if you’re a new lead:
- Fill out your own form or trigger the event.
- See if the video gets generated, personalized, and sent to the right place.
- Check for embarrassing mistakes—wrong names, broken links, weird formatting.
- Ask a teammate to try it too.
Pro tip: Watch out for delays with Zapier or Make. Sometimes actions are queued or fail silently. Set up notifications for errors.
Step 6: Set up fallback plans (because automations break)
Nobody talks about this, but every integration fails at some point. Plan for it:
- Notification emails: Set up alerts for failed video sends or integration errors.
- Manual override: Make sure your team knows how to send a video manually if the automation flakes out.
- Track open rates: If nobody’s watching your videos, fix the script or delivery, not just the tech.
What to ignore: Don’t rely blindly on dashboards that say “all systems operational.” They often miss small hiccups that can kill your lead flow.
Step 7: Tweak, measure, and don’t overcomplicate
Think of this as an ongoing experiment. Once your basic workflow is running:
- Check what works: Are people opening and replying to your video emails?
- Try small changes: Test different video scripts, or send at different times.
- Avoid scope creep: Resist the urge to automate every little step. More moving parts = more things break.
Pro tip: If you’re not seeing results after a month, ask your sales team for honest feedback. Sometimes a simple, well-timed text beats a fancy video.
Honest takes: What actually works (and what’s a waste of time)
Works: - Short, personalized videos at key moments (like right after a demo request) - Automations that are easy to check and fix when something goes wrong - Keeping your CRM as the source of truth—don’t let Hourone own your lead data
Doesn’t work: - Overly complicated automations (you’ll spend more time fixing than using) - Sending generic videos to everyone—nobody watches them - Relying on integrations that aren’t officially supported
What to ignore: - Hype about “AI taking over” your sales funnel. Video is just a tool. Use it where it helps, not everywhere.
Keep it simple, keep it working
Integrating Hourone with your CRM doesn’t have to be a big project. Focus on one or two high-impact workflows, test them, and make sure your team actually uses them. Start simple, fix what breaks, and don’t be afraid to scrap what isn’t working. You’ll get more replies—and a lot less busywork—if you keep things straightforward and stay skeptical of shiny new features.