Every day, go-to-market (GTM) teams think to themselves: "I have this brilliant campaign strategy, but I don’t know who to target or when to reach out.” That’s because Product and GTM teams have always been siloed, especially when it comes to data.
Lengthy data pulls and requests make engaging with users harder for marketing, sales, and customer service (CS) teams. However, access to behavioral software data within CRMs means they can deliver a more personalized, relevant experience at each customer journey phase.
That’s why Pendo is a HubSpot Essential App for Data Activation—and our customers are combining product and CRM data to move from reactive to predictive campaigns.
4 ways to activate your GTM with software data
Pendo captures software data, like features clicked, time on page, and user feedback, then pushes those insights into HubSpot. Then, Pendo pulls in HubSpot’s CRM data (like account history, contact information, and deal size) to help you craft more personalized messaging and campaigns.
When you connect Pendo’s behavioral insights to HubSpot’s CRM data, you can push and pull data for a holistic understanding of your customer engagement. And whether you’re in product, CS, revenue, or marketing, you can use these insights to drive revenue and keep users happy.
1. Increasing feature adoption with CRM and behavioral insights
Product teams no longer need to guess which features drive value, or wonder why adoption rates fall flat. Using data stored across Pendo and HubSpot, product teams can identify which user segments struggle with onboarding, which features go unused, and how to get them back on track.
With the HubSpot two-way integration, product teams can automatically trigger targeted in-app guides based on CRM data like company size, subscription tier, or past engagement history.
2. Driving upsell revenue with personalized, just-in-time touchpoints
Strategically timed in-app messages can increase conversion rates from 15% to 40%. However, revenue teams often struggle to understand when their users will most likely convert, and outreach feels like a shot in the dark.
When sellers see what users do in-app, they can keep a pulse on customer health and ensure they’re realizing value. The HubSpot two-way integration shows sales teams:
- How their customers are using the product
- Which features are driving the most value for them
- What keeps them coming back to the platform
- Which usage patterns signal expansion opportunities
Sales reps can receive notifications about behaviors signaling up-sell opportunities, like when an account uses a premium feature during its free trial or when a customer is on track to hit its plan limit for AI prompts for the third month in a row.
These behavioral triggers enable revenue teams to reach out with perfectly timed, relevant proposals for higher conversion rates and larger deal sizes.
3. Reducing churn with proactive usage insights
CS teams are on the frontlines of managing customer expectations. But they’ve been operating too long with incomplete or siloed data to solve issues, often resulting in unhappy customers and account churn. In fact, 86% of reps say customer expectations are higher than before, while more than 50% of consumers would switch to a competitor after just one bad experience.
With Pendo and HubSpot, CS teams can detect at-risk accounts based on behavioral insights, such as declining usage, feature abandonment, or negative NPS scores.
This helps CS teams intervene before churn and dissatisfaction is too late with targeted support content, personalized check-ins, or strategic account reviews before customers even consider churning.
4. Improving campaign performance and MQLs with targeted outreach
Marketing teams work tirelessly to create creative campaigns that excite and engage users. But getting the right message to the right audience, when they’re ready to act, has felt nearly impossible for many.
The HubSpot two-way integration amplifies your marketing automation strategy by layering behavioral insights onto demographic and firmographic data. That means marketers can create hyper-targeted segments based on actual product usage patterns, feature engagement, and user journey stage.
Then, marketing teams can:
- Launch personalized campaigns targeting users who've engaged with specific features but haven't completed key actions
- Create nurture sequences for trial users based on their in-app behavior
- Develop case studies featuring customers whose usage data demonstrates clear ROI
This behavioral segmentation ensures every campaign reaches the right audience with messages that address their experience and current needs, dramatically improving conversion rates and marketing qualified lead quality.
Pendo is a HubSpot Essential App for Data Activation
The Pendo-HubSpot integration connects your entire organization around a shared understanding of customer behavior and needs. That’s why we’re a HubSpot Essential App for Data Activation, and enterprises depend on these platforms to guide their businesses up and to the right.
Learn more about the Pendo HubSpot two-way integration.
