3 ways to create compelling customer experiences with HubSpot and Twilio Segment

Managing customer data effectively is a challenge for organizations small and large, across industries. In HubSpot's 2024 State of Marketing report, one of the top five biggest challenges marketers are facing is having low-quality data. But when data is managed correctly, it's a huge asset to the entire organization. The same survey found that 93% of marketers who have a single source of truth for their data say it's beneficial to their company. 

Today, the increasing complexity of customer interactions across various platforms can lead to fragmented data, making it difficult to gain that complete view of customer behavior and preferences. 

This is where tools like HubSpot and Twilio Segment come into play, offering an integrated solution to collect, unify, and route customer data seamlessly. As a featured app in HubSpot’s curated collection, “The Essential Apps for Customer Service,” Segment stands out as a valuable asset for companies aiming to improve the customer experience. 

The Segment app allows users to get more out of their HubSpot data by:

• Automatically creating leads based on customer activity

• Capturing user actions across all touchpoints

• Appending customer traits to records without the need for manual uploads

• Keeping customer records up-to-date through continuous event streams

• Providing a comprehensive view of customer interactions 

When businesses have a better understanding of their customers and can operationalize customer data, they can create more compelling, personalized experiences in real time. Here's how to get the most out of integrated customer data and marketing automation tools.

Benefits of centralized customer data 

Integrated customer data management eliminates the need to rely on manual uploads or forms to grow your customer relationship management platform (CRM) and improves data quality and speed. You can track customer activity across a variety of channels, like your website, mobile app, email, and ads. With integrations like the Segment app for HubSpot, HubSpot can tell the full story of what your customers are doing across all touchpoints without adding much engineering time or tech debt. 

The Segment customer data platform (CDP) provides a complete data toolkit to every team in your company while also simplifying communication and data-sharing between them by creating a single source of truth for your customer data across multiple channels.

With data that's synced in near-real time, the Segment app for HubSpot reduces the likelihood of sending the wrong message at the wrong time — such as requesting a review after a not-ideal interaction, or sending a discount to customers who have just made a purchase.

3 ways to use the Segment app for HubSpot to improve customer data management

Customer data is one of your organization's most valuable assets. Here's how to improve data management across teams, departments, and tools.

1. Manage leads, contacts, and companies more efficiently as an organization.

HubSpot stores data on leads and customers all in one CRM. HubSpot serves as a central repository for managing your customer information, allowing you to efficiently organize and access important data about potential clients and partners — as a team. The platform enables you to track interactions, log communications, and store essential details about each lead or contact. With all relevant information stored in one place, it's easier to manage relationships and streamline your business processes.

Segment keeps data in HubSpot updated, virtually in real time, minimizing reliance on more manual methods, like uploading lists or using lead forms. This real-time synchronization ensures that the information you have is always current, reducing the risk of outdated or incorrect data affecting your business. 

With Segment, changes and updates are automatically reflected, saving you time and reducing potential errors. If you implement lifecycle stage as a user trait, Segment will move contacts and companies through your customer journey automatically. By tracking lifecycle stages, Segment helps you manage the progression of leads through different phases of engagement, from initial contact to conversion and beyond. This automation allows for seamless transitions between stages, so you can nurture each contact appropriately based on their current status.

You can save time (and engineering effort) integrating different sources of truth into one system by using Segment and HubSpot together. 

2. Capture user activity and leverage data in HubSpot workflows to automate messaging.

Segment's tracking monitors and records the actions your contacts take across various platforms such as your website, mobile app, email campaigns, and ads. Then, the app sends the data to HubSpot as custom behavioral events. Once these events are in HubSpot, you can use them to create detailed reports and automate workflows tailored to your needs.

When a customer interacts with your digital content, whether by clicking on a link in an email, navigating your mobile app, or engaging with an online ad, you can track their actions as distinct behavioral events. Then, you're able to create custom reports that help you understand user behavior patterns more effectively. Additionally, you can use these events to trigger automated workflows in HubSpot, streamlining various processes like sending follow-up emails or assigning tasks to your sales team based on user actions.

3. Maximize personalization and ensure a high ROAS for marketing campaigns.

Businesses see 9.1x greater annual growth in customer satisfaction and 2.9x greater YoY revenue growth as a return on investment of customer-focused business practices.

The Segment integration helps define relationships between contacts and companies, helping you deliver the right message to the right people. This integration maintains clear connections between individuals and the organizations they represent, enhancing your ability to personalize communications and target specific groups with tailored content. 

Make sure your whole team has the most up-to-date details about how customers are interacting with your product or teams. With these insights, you can send discounts or coupons to customers who haven't interacted with you recently, solicit reviews from customers who've had positive experiences, and send other personalized communications unique to your business.

What do users think of the Twilio Segment HubSpot app? 

User Josh B., a software developer, gave the integration 4.5/5 stars on G2 and calls the Segment app for HubSpot a "streamlined data management powerhouse" that simplifies data collection with a user interface that is easy to use and understand. "Segment is excellent at offering a cohesive perspective of customer information," he adds. "It aids in the creation of an extensive consumer profile by combining data from many sources."