5 ways that Heap and HubSpot help customer-facing teams improve engagement, retention, and conversion

The Heap and HubSpot integration helps teams dig deep to find out which marketing initiatives are working, and which ones can be improved.

Marketing and growth teams are savvier and more strategic than ever. They know that they can help their business grow sustainably by doing a little bit of everything, learning from what works and what doesn’t, and investing deeply in the things that do work can help their business grow sustainably. Combining big, creative brand plays and repeatable, proven marketing strategies like email, social, and content marketing help increase engagement and drive both customers and prospects to buy. 

But how can a marketing or growth team determine which campaigns, channels, and programs are working to drive new and repeat business to their company? With best-in-class, perfectly integrated marketing automation and digital analytics platforms. It takes a lot more than just attributing deals — everything, from pageviews to CTA clicks to email opens, contributes to a holistic understanding of marketing success.

By tracking the performance of every initiative, teams learn what resonates with their audience and what doesn’t, so they can invest in more of the good stuff in coming quarters and years. 

Heap and HubSpot help marketing, product, and sales teams see a better picture of the user journey, from prospect to expert user, through intuitive reporting and analytics. Here’s how. 

Heap is a digital insights platform that provides companies a complete understanding of their customers’ digital journeys, in order to increase conversion and retention. It’s built for teams to be able to easily and clearly track the impact of their initiatives, with powerful data collection and visualization capabilities that anyone can learn to navigate.

HubSpot is an easy-to-use, powerful CRM system that powers sales, marketing, and customer care initiatives for companies of all sizes. HubSpot and Heap are a natural pair, and we’ll get into four ways they work together to help teams learn more about their audiences, plan their roadmaps, and grow their businesses.

Why integrate advanced digital insights into your CRM? 

• Identify strong marketing and sales initiatives based on customer data

• Pinpoint the activities that are most likely to lead to a new customer

• Show the ROI of specific marketing campaigns

• Improve customer retention and lifetime value

5 ways to use the HubSpot and Heap integration to run more optimized marketing and sales programs

Marketing teams can easily get into the nitty gritty data with Heap and HubSpot. Attribution data can show the influence of certain landing pages, marketing campaigns, and sales actions, without the need to pull complicated reports.

Capture HubSpot email journey touchpoints as events in Heap. By integrating Heap and HubSpot, marketing teams can bring in email data to their Heap instance and drill down into the details of what works in emails and what doesn’t. Clicks, open rate, number of subscribers, and conversions based on an email CTA — you can see it all, and plot it all, in Heap.

This allows you to track the effectiveness of your email marketing initiatives in the same place that you track the rest of your metrics, helping which helps you to better understand how engagement with your campaigns impacts conversion and retention rates over time.

For example, imagine the marketing team at a B2B SaaS company that sells architectural modeling software. They build several email flows in HubSpot that correspond to prospects showing interest in each tier of their products. When a recipient gets the email, HubSpot logs whether they opened it, skimmed it, read it fully, and clicked on any of the Smart CTAs, and it can also track if any purchases were made as a result of that email. With the Heap and HubSpot integration, all this customer experience data from the email will be brought into Heap, ready to help marketing growth analysts build a clear picture of the success of each email, campaign, and flow. 

HubSpot houses all the most important data about your prospects, leads, and customers — from their basic contact info to their purchase history to their email engagement and support tickets. And Heap tracks the entire customer journey in the background, from which web pages a user lingered on to which friction points in your checkout flow led to cart abandonment.

By enriching your Heap data with HubSpot email and contact data, you give your marketing teams a more holistic view of your customers’ behavior and where to focus on boosting engagement.

Which product features are your customers using? Which action in the onboarding flow is impacting user success? The sooner you can identify issues and opportunities, the faster your customers will benefit from your product. Product adoption leads to happier customers who act as advocates for your brand.

One of Heap’s most powerful features is the ability to segment users into specific cohorts buckets based on interests, purchase history, industry, company size, or any other metric you find important. You can bring those segments into HubSpot to ensure your email targeting is laser-focused and ready to deliver the right message at the right time — every time. 

By sending personalized campaigns in HubSpot, leveraging Heap data, you can re-engage users who have abandoned a funnel, and track engagement to increase conversions for upsell, cross-sell, and trial experiences. 

For example, a team can create a list in Heap of just customers that purchased their software platform in Q2 of 2021, and who visited at least one other product page since their purchase, so that they can send a targeted email in HubSpot to that group with a discount on add-on products that enhance the capabilities of the main system.

Get to know your audience better

With the Heap and HubSpot integration, you can better understand your audience, follow their journeys and interactions with all your touchpoints and products, and ultimately invest in the marketing activities that help grow your business.