You might have heard about how you can trigger Outreach sequences or Salesloft cadences using Correlated, but some of you want to use Hubspot to send your emails, and we listened. I’m excited to announce that Correlated now supports Hubspot as a downstream integration.
This means that you can pipe the Signals that you build in Correlated into Hubspot to drive automated emails, campaigns, and sequences based on customer behavior. You can also combine Hubspot with other downstream integrations like Outreach or Salesloft to build multi-step playbooks that span sales and marketing so that the right team is reaching out to the right person at the right time with the right message. Wow, talk about PLG nirvana!
In this blog post, we’ll cover why you should be linking customer behavior up with Hubspot, how companies are hacking together their own in-house solutions, and how everything gets easier and more powerful with Correlated.
Customer behavior takes your Hubspot game to the next level
At this point, we’re all familiar with how powerful Hubspot can be as a marketing automation platform. You can build contact lists, power workflows, build out campaigns, and much more. However, most Hubspot workflows are driven by top-of-funnel triggers or firmographic properties. For example, you might send an email via Hubspot to Contacts when they submit a form, or you might send newsletters to different contacts based on the industry they are in. This is all really powerful, but what’s missing is how product usage comes into the picture.
As more and more companies shift to being product-led, marketing teams can further personalize their outreach to drive better conversion and relevance by tapping into the behavioral data coming in from the product and combining it with existing triggers they already have in Hubspot. For example, when someone submits a form to sign up for the product, you can send them a welcome email, but rather than dumping them into a time-based onboarding sequence, you can incorporate what users are doing in your product to determine what kind of information you want to send them.
Many companies are already using product data in Hubspot!
We work alongside customers on a daily basis who are pushing the envelope when it comes to building more personalized and relevant campaigns in Hubspot. Many customers are already seeking to pipe product usage data into Hubspot in order to drive more intelligent outreach. For example, customers often build their own data pipelines to populate fields in Hubspot and build workflows that are triggered based on values in those fields. They might use a tool like Reverse ETL rather than building their own data pipelines, and that’s definitely a good alternative.
This is a great way to get started, but it is ultimately limited by Hubspot’s own functionalities in terms of building workflows which feature more limited trigger logic. Also, each field in Hubspot that contains product usage data needs to be connected manually by your data engineering or ops team, which makes it more difficult to test, iterate, and adjust existing workflows.
Correlated makes it easier to leverage product data in Hubspot to test, iterate on, and discover the best workflows
With Correlated, GTM teams don’t have to pipe a bunch of data into Hubspot just to trigger emails. Instead, they can leverage Correlated’s platform to build multi-step playbooks that combine product usage Signals with downstream triggers to Hubspot. You can use existing data models that your data team has already created or connect to your reverse ETL tool if you’re using that. This means that the logic around which customers to reach out to and why can live in Correlated, while Hubspot does what it does best: marketing automation.
Here’s how you can do this in Correlated:
Let's look at some examples in action. Let’s say you want to send an email to a customer if they connected Outreach as an integration, but you only want to reach out if they have been a customer for more than 30 days.
Now, we’ll add any users who match those conditions to a static contact list in Hubspot.
In Hubspot, this list will be populated with any contacts that match the conditions you described. Now, you can go into Hubspot and create a Workflow.
This will trigger an email whenever a contact is added to the Super User List. If you start to realize that companies are ready for a sales demo earlier than 30 days, you can easily go into Correlated and update the Signal. All Hubspot needs to worry about is sending that Schedule a Demo email.
If you are using Hubspot Sequences, you can enroll contacts into a Sequence as well using the same Workflow! Imagine your marketing team reaching out with targeted messaging and your sales team reaching out to your target customers with personalized outreach via Sequences. That looks like sales and marketing alignment to us!
To close things out, if you step back a little, you can see how Correlated becomes your PLG automation platform, allowing you to unify all your GTM efforts around product data and customer behavior. You can leverage several downstream integrations (like Outreach and Salesloft) in addition to Hubspot, so you can send different signals to different platforms and optimize your entire GTM motion.
Our downstream integration for Hubspot is ready for you to try out. Just hop over to our Get Started page to try it for free. See you there!