Feature Friday: HubSpot Integration

Feature Highlights 5 min read

For those living on another planet for the last decade, HubSpot has evolved to becoming one of world’s most used inbound marketing, sales, customer success and lately operations platforms. It helps companies attract visitors, convert leads, close customers, as eventually support them during the entire customer lifecycle. So, what could journy.io possibly bring to the table that HubSpot doesn’t already have? The answer is: business-specific engagement insights!

To integrate your business platform to HubSpot, and have it identify, unify and collect customer (accounts and users) information, HubSpot is today not up to what the market needs. And this is where journy.io thrives. We make it easy to connect your B2C, B2B or multi-account-multi-user SaaS business to HubSpot, so you can start integrating better business-specific customer insights into your existing marketing, sales and customer success workflows.

Aforementioned customer insights — thus for each account and user individually —include health score, funnel stage, lead qualifications, personas and other engagement-based segments, event flow, product feature adoption, and churn risk detection.

What can you do more and better with HubSpot, when integrated with journy.io?

As HubSpot is today being used by marketing, sales and customer support/success, the answer varies along with how you use HubSpot.

For marketing, the most clear benefit is the creation of hyper-personal automations. As we monitor interactions with social channels and ad campaigns, with web- blog- and help-content, we can classify leads by various dimensions, such as buyer persona, type of buyer, level of knowledgeability, etc... Using this in drip campaigns allows you to more personally converse with your leads, leading to more conversions.

For sales, most of the above remains beneficiary, when talking with prospect customers. But more specifically, a sales person using the HubSpot-journy.io combination, will be able to prioritise his/her sales calls by health score and likelihood to buy. journy.io will also catch the most appropriate buying signs and moments, to improve your closing rate.

And for customer support and -success, responsible for onboarding and preventing customers from churning, the benefits are most obvious. journy.io will tell you — again, in HubSpot! — which accounts need help and which ones are at risk of churning. Each time a ticket comes in, you’ll clearly see which global state the customer is in, and easily uncover which features have been tried, which external help-files have been consulted, etc...

Where I was previously blind to what customers were doing, I now can see!

Overall topology

journy.io is foremost an intelligent customer data platform. It collects and unifies customer data from various sources, including websites, platforms and mobile apps, and segment CDP. It then enrich the customer data with intelligence that is specific for the environment you are running, be it B2C, B2B, B2B2C, or SaaS. And it then finally shares both native platform data and enriched intelligence with the tools you already take actions in, which are already part of your internal workflows. The latter tools are typical marketing automation tools, CRMs, support ticketing systems and general purpose business apps that holds account and user data...

journy.io is foremost a customer data platform

Since journy.io is a cloud-first solution, there’s nothing to install. After creating your account, you’ll have to add a code snippet onto your web sources, or make use of our different APIs/SDKs to push native events and properties into journy.io.

Customer Intelligence, added to HubSpot

Once events and properties are added, together with the auto-discovery of social channels, ad campaigns, web-, blog- and help-content, you can start building business-specific engagement-based intelligence, based on those events and properties.

Stages

The most elementary thing to know, is the stage a customer is into. For SaaS, this is typically:

  1. a visitor
  2. a marketing accepted lead (MAL)
  3. a qualified-as-good marketing lead (MQL)
  4. a sales accepted lead (SAL) — typically a Trial account.
  5. a qualified-as-good sales lead (SQL)
  6. a customer (CUS) — typically a paying account.
  7. a qualified-as-good promoting customer (PRO)
  8. a customer that has left (CHURN)

Yet, for a eCommerce environment, this would then more likely be:

  • a visitor
  • a returning customer
  • a product seeker
  • A cart filler
  • A cart abandoner
  • A customer

journy.io achieves stage setting for its customers by setting engagement rules for each of the stages, with the order to check. Rules can be set on interacted channels, campaign, content, event and even the value of app-set properties. And if the customer meets 2 stage rule criteria, the further stage will win over the earlier one.

Health Score

While stages is often regarded as the primary vertical indicator for where a customer is in the funnel, a second horizontal indicator is called for, reflecting how the customer behaves within the stage. Simply put, a user may be in the stage “visitor”. Yet, you can have good web visitors checking out lots of content and pricing pages etc... you can have bad ones just quickly scanning the homepage to be off forever after...and you may have those in between. Same for trial users: You may have good trial customers testing out key features, and you may have bad ones only starting a trial, and not logging in again ever after...

Health scores are thus per definition related to the stage, and will indicate whether the customer is a good fit or not (or in-between) for your business.

Personas and other engagement-based segments

Next to stages and health scores, you may want to start grouping leads and customers into other important indicators. E.g. Those interacting with facebook vs those more interacting with LinkedIn; or those that tried out a certain feature more than 5 times vs those who didn’t. For that, we’ve build live segments that will hold all leads and customers that meet defined rules.

Synchronising with HubSpot

Now that we’ve captured native app properties for each account and user, and defined intelligence for them, it’s time to share it with HubSpot.

As you’re allowed to define custom properties in HubSpot, of any possible type ranging from number, to date/time, to string and multi-string, you’ll be able to populate their value through journy.io. Simply map journy.io (native and computed) properties with those custom properties in HubSpot, and specify which segments of accounts and users you want to sync, and you’ll magically find business intelligence in HubSpot. These typically are:

  • Identification details from web and platform — e.g. “john.doe@mail.com”
  • Stage — e.g. “Trial”
  • Health (in given stage) — e.g. “Good”
  • MRR — e.g. “€299.00”
  • Flow of events — e.g. “login ➡️ set currency settings ➡️create invoice”
  • Personas and segments — e.g. “Fast Buyers, Accountants, Facebook lovers”
  • First and last interactions with channels, campaigns, pages, events — e.g. “2021/02/15 13:23:56.147”
  • Login Frequency Difference Last 7 days — e.g. “29%” or “-69%”
  • Likelihood-to-churn — e.g. “16%”

Getting started with journy.io and HubSpot

Simply go to journy.io and create a free trial account. Follow the step by step in-app guide to connect your website and platform, create stage, health and personas, and map properties from journy.io to HubSpot.