How to Convert More Leads with Better Personalization Using Hubspot + Segment

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Step 1: Tracking Key Events in Segment

Why This Step Matters:
Tracking user actions and behaviors allows you to deliver personalized content that meets their needs at every touchpoint. This data-driven approach is essential for creating tailored experiences that drive conversions.

How to Do It:

1. Ensure Key Events Are Being Tracked in Segment:

   • Page views: Track user engagement with important product or service pages.

   • Form submissions: Collect data like name, company, and interest.

   • E-commerce activity: Track actions like “Product Viewed”, “Add to Cart,” or “Order Completed.”

2. Verify Data in Segment:

   • Verify if your event data is being captured by Segment with the correct properties

Value:
With data-driven insights from Segment, you can create highly targeted campaigns that align with user behavior, ensuring that every message, offer, and CTA is relevant and timely.

Step 2: Connecting Segment to HubSpot

Why This Step Matters: Segment acts as a centralized hub for capturing valuable customer data, such as page visits, form submissions, and product interest. By integrating Segment with HubSpot, you can use this data to deliver highly personalized marketing experiences.

How to Do It:

1. Install the Integration via HubSpot Marketplace:

   • Navigate to the Marketplace Listing: Visit the Segment-HubSpot Marketplace page.

   • Click "Sign In to Install": On the Marketplace page, click the Sign In to Install button to begin the installation process.

   • Complete Authentication: Follow the on-screen instructions to authenticate your HubSpot account and authorize the integration. You will be redirected to your Segment account to complete the installation.
      

2. Login to Segment:

   • Navigate to your Segment dashboard and log in with your credentials.
      

3. Add HubSpot as a Destination:

   • On the HubSpot Cloud Mode (Actions) app page click Add destination button.
      

4. Authenticate Your HubSpot Account:

   • Click Connect to authenticate your HubSpot account.

   • Ensure your HubSpot user has super admin privileges.

   • Follow the prompts to authorize Segment to access your HubSpot data.
      

5. Configure the Integration:

   • Choose Events to Capture: Select the events you want to track, such as page views, form submissions, and product interactions.

   • Map Events to HubSpot: Use the Custom Event V2 Action to map your incoming Segment events to corresponding fields in HubSpot.

6. Choosing the specific events to map to HubSpot will be related to the specific workflow use cases you are working to enable. Examples include:

   • Workflows based on someone viewing a specific page or product

   • Workflows based on someone filling out a newsletter form, survey, chat form, or promotional email submission

   • Workflows based on someone completing an order
      

7. Test the Integration:

   • Perform a test action, like visiting your website or submitting a form, and verify if the data is sent correctly to HubSpot.
      

8. View the Setup Guide:

   • For detailed guidance on configuring and optimizing your integration, refer to the Setup Guide.

Value: This integration allows HubSpot to leverage rich user data collected by Segment to create personalized experiences across emails, landing pages, and CTAs. You can ensure every user interaction triggers a relevant, personalized message that drives engagement.

Note: Custom events require a HubSpot Enterprise plan.

Here's a table summarizing which HubSpot accounts can use specific features:

Step 3: Personalized Emails for Lead Nurturing

Why This Step Matters:
Personalized emails are a powerful way to nurture leads by delivering relevant content based on their interactions. Using Segment data to trigger HubSpot workflows ensures that each email feels personalized and timely, which can significantly boost open rates, click-through rates, and conversions.

How to Do It:

1. Track Key Actions in Segment: Make sure you’re capturing activity like:

   • Webinar registrations

   • Demo requests

   • Product page visits
      

2. Go to HubSpot’s Workflows Tool:

   • Create a Contact-based workflow and select Blank workflow.

   • Set triggers based on actions tracked by Segment, such as "visited a product demo page" or "submitted a demo request form."

3. Personalize Email Content:

   • Use personalization tokens to insert user-specific information (e.g., their name, company, or interest in a specific product).

   • Example: “Hi [First Name], we noticed your interest in [Product]. Here’s a demo to guide you through it.”
      

4. Set Follow-Up Emails: Add follow-up actions based on user engagement with the first email. For example:

   • Send a case study to those who opened the demo email.

   • Invite those who registered for a webinar to an exclusive post-webinar Q&A.
      

5. Test Your Workflow: Enroll test contacts and ensure the emails are triggered correctly based on their actions.

Value:
By sending personalized emails at the right moment, you can increase engagement and build stronger relationships with your leads. These automated workflows reduce the manual effort required for lead nurturing while ensuring targeted messaging that converts.

Step 4: Creating Dynamic Landing Pages 

Why This Step Matters:
A dynamic landing page adapts to the user’s actions and preferences, making the content feel tailored specifically for them. This increases the likelihood that users will stay engaged and complete a desired action, like signing up or making a purchase.

How to Do It:

1. Capture Key Events in Segment: Ensure you’re tracking important actions like:

   • Form submissions (e.g., pricing request form)

   • Page visits (e.g., specific product pages)
      

2. Create a New Landing Page in HubSpot:

   • Go to Marketing > Landing Pages and create a new landing page

   • Use personalization tokens to dynamically display user-specific content (like their name, company, or product interest).

3. Set Conditional Content:

   • Use HubSpot’s conditional logic to display different content based on the data captured by Segment.

   • Example: If a user visits the pricing page, show them a personalized pricing offer on the landing page.
      

4. Test Your Page: Preview the page using different user segments to ensure the right content is being displayed to the right visitors.

Value:
Dynamic landing pages allow you to personalize the user’s experience based on their actions, significantly improving engagement and increasing the chance of conversion.

Step 5: Implementing Personalized CTAs

Why This Step Matters:

CTAs are the final prompt for users to take action. Personalized CTAs are much more effective than generic ones because they directly address the user's behavior and needs, making them feel relevant and timely.

How to Do It:

1. Capture User Behavior in Segment: Track key actions like:

   • Page views (e.g., viewing specific product pages)

   • Location (e.g., country)

   • Device type (e.g., desktop or mobile)
      

2. Create Segments in HubSpot:

   • Go to Contacts > Lists and create dynamic lists based on the behavior data captured by Segment (e.g., visitors to a product page or users from a specific region).
      

3. Set Up a Personalized CTA in HubSpot:

   • Go to Marketing > CTAs and click Create CTA.

   • Use conditional logic to display CTAs based on Segment data.

   • Example: Show a CTA like "Download the AI Solutions Demo" for users who viewed the AI Solutions product page.

4. Place the CTA: Insert the personalized CTA into relevant content (landing pages, emails, or blog posts).
    

5. Test and Analyze Performance: Run A/B tests to see which version of the CTA performs best and use HubSpot analytics to measure success.

Value: Personalized CTAs ensure that users see content that is directly relevant to them, increasing engagement and significantly boosting your conversion rates.

Maximize Personalization at Every Stage with Segment and HubSpot

By integrating Segment and HubSpot, you unlock the power to deliver personalized experiences at every stage of the customer journey—from emails and landing pages to CTAs. Personalization drives engagement, builds trust, and ultimately leads to higher conversions.

In addition to the standard Segment integration actions like Custom Events, the Custom Object V2 Action enables you to send object data (deals, tickets, or custom objects)  directly to HubSpot. This allows you to create more targeted marketing and sales campaigns by syncing data beyond just contacts, such as deal stages or support tickets.