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From Data to Action: Connect Your Data Warehouse to HubSpot with Reverse ETL

How to build a data-driven CRM with a Reverse ETL solution, like Hightouch.

Give your go-to-market teams a leg up with integrated product data, commerce data, and more.

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Table of Contents


A Guide to Activating your Data in HubSpot

Gone are the days of relying on intuition and guesswork to make critical business decisions. In today's rapidly evolving economy, success hinges on the ability to take calculated steps that mitigate risks and ensure a promising return on investment.

Welcome to the age of data-driven strategy, where unlocking data's potential is vital for growth and outpacing rivals.

This guide delves into how Reverse ETL platforms, like Hightouch, can redefine how businesses handle, analyze, and act on data in HubSpot, propelling success to new heights!

Introduction to Data Warehouses

Data Warehouses have revolutionized the way businesses handle and leverage data. A Data Warehouse is a centralized repository that accumulates and organizes vast amounts of data from multiple sources within an organization.

Why do businesses use data warehouses?

A Data Warehouse provides a unified and comprehensive view of the company's data, as well as facilitates historical data storage, allowing businesses to track trends and gain valuable insights over time.

They also support complex queries and data transformations, empowering data analysts and data scientists to perform in-depth analysis and uncover hidden patterns.



Introduction to Reverse ETL

What is Reverse ETL?

Reverse ETL is a newer concept designed to help organizations make better use of data from various software platforms.

Traditional ETL processes are used to extract data from source systems, transform it into a suitable format, and load it into a target data warehouse or data lake for analysis.

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Reverse ETL reverses this, moving data from a central store back to operational systems, making data insights actionable in everyday business processes.

Hightouch is a great Reverse ETL option.

Hightouch is one Reverse ETL option that enables you to enrich HubSpot with customer data and transform the way you use your CRM. 

Hightouch is a provider of Data Activation and Customer Data Platform (CDP) solutions and:

  • enables teams to activate data directly from their data warehouse to over 200 destinations
  • is used by organizations like, Spotify, TripAdvisor, PetSmart, and GameStop
  • unlocks a scalable CDP alternative by enabling users to activate data points directly from their organization’s data warehouses out to others tools


Where can a Reverse ETL platform fit in your tech stack?

A Reverse ETL platform like Hightouch, can be integrated at various points within your tech stack, typically after data extraction. It ensures that your data is readily available for analytics, reporting, and downstream applications, enhancing the overall data ecosystem's value and insights.



Hightouch in your tech stack

How to Set Up Hightouch <> HubSpot

So you've decided you're ready to get more out of your data? Follow along as Aptitude 8's Solutions Architect, Matt Cannizzo walks through how to configure your Hightouch <> HubSpot integration.

1. Set up Data Warehouse connection

2. Define data mapping

3. Configure Hightouch & HubSpot integration

4. Define sync frequency & rules 

5. Test & monitor the integration

Taking Action with your HubSpot Data 

So you have your data in HubSpot... now what? Well, welcome to the realm of boundless possibilities inside your CRM. 

Whether it's crafting precise personas, forecasting trends, or building a dynamic webpage, get ready to harness the potential of HubSpot's integrated data and let your imagination run wild with new ideas and strategies.

Follow along as we unveil how data synergy can empower every facet of your business, fostering collaboration, and propelling your entire organization towards unrivaled success.


Data Powered Web Experiences for your GTM Teams 

Imagine a world where your website experience feels tailor-made for every visitor, where data and creativity join forces to make it happen. Thanks to the power of Reverse ETL platforms, your data warehouse becomes a valuable resource, sending essential insights directly into HubSpot's CMS Hub.

Craft Dynamic Marketing Web Pages on CMS Hub

Once your data is organized and stored inside of HubSpot, you can build custom modules in HubSpot's CMS Hub to pull that data onto any web page. This solution not only streamlines the presentation of event details but also removes the need for manual updating and ensures that the information displayed is accurate and current.

Click here to read a case study about how we relied heavily on data to build the immersive and dynamic digital experience for all attendees at INBOUND 2022.


A great example of a data-powered website your Marketing team could build would be an event site. Let's say you're hosting an event with multiple different sessions - You can create a Session Custom Object that stores all of the information about each session, inside of HubSpot. 

Use that information to auto populate your event site, updating important session details in real time such as: 

  • Descriptions
  • Location details
  • Duration
  • Start & end time
  • # of registrants 
  • Max capacity


Driving Sales & Customer Success with Data-Driven Web Pages

The benefits of having access to data in HubSpot to drive your website stretches beyond just marketing. By powering your site with an inventory of data, you can unlock a world where personalization fuels your customer's experience throughout their lifecycle.

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Account-Based Sales


Account-Based Sales is a great example of how your sales team can use data to build personalized, web experiences for their customers. 


You can build dedicated landing pages with account-specific information like:

  • Customized pricing 
  • Relevant success stories & case studies
  • Account reports 
  • Personalized recommendations
  • Dedicated webinars
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Customer Portals


Customer Portals equipped with the right data empower your Customer Success teams to deliver a tailor-made experience to every customer.

Customer Portals can be designed to facilitate various Customer Success activities, such as:

  • QBRs with customer reporting
  • Support tickets and case history
  • In-person event management 
  • Progress tracking 
  • Product or service usage & check-ins

Activate your Product Data & Drive Growth

Working with Your Data Beyond Spreadsheets & Warehouses

Utilizing Reverse ETL isn't just about data movement; it's about organizing that data and putting it to use. Analyzing your product data, beyond seeing it in a spreadsheet, can provide you with valuable insights into customer behavior. 

You can organize product data into two categories: 

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Custom Behavioral Data

Custom behavioral data refers to any data that details an action the customer has taken including if they've signed up for a free trial or whether or not they have completed their account. 

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Usage Data

Usage data refers to data like how many times someone has logins, and how many users or apps have been created. 

Leverage Custom Behavioral Event Data to Power Your GTM Strategy

If you're in the SaaS industry, your product data carries immense potential energy. Having this data inside of HubSpot opens the door of possibilities for what you can do inside of HubSpot. 

A few use cases include:
  • Free trial nurture workflow
  • Free trial scores to identify hot leads
  • List segmentation for email marketing & automation
  • Increase visibility into accounts to flag struggling accounts and surface successful accounts for case studies etc. 

Build a Commerce-Powered CRM with Reverse ETL

Elevate Your GTM Team's Strategy with Access to More Data

Your CRM serves as the primary hub for your internal, go-to-market teams. With Reverse ETL, these teams can seamlessly access data directly within HubSpot, allowing them to leverage their existing workflows and daily operational environment. 

By utilizing reserve ETL, efficiency and collaboration reach new heights for your sales, customer success, and marketing teams. Check out a few use cases below:

Maximize your Marketing Team's Potential


  • Personalized Marketing Campaigns
  • List Segmentation
  • Upselling and Cross-Selling Opportunities
  • Customer Lifetime Value (CLV) Analysis
  • Marketing Analytics and Reporting

Enhance your Sales Strategy

  • Penetration into Target Accounts
  • Cross-Selling Opportunities
  • Customer Behavior Insights
  • Rep Motivation and Commission Reporting
  • Effective Forecasting
  • Churn Prediction and Mitigation
  • Quota Setting and Resource Allocation

Elevate your Customer Success


  • Streamlining Onboarding Processes
  • Task and Milestone Tracking
  • Celebrating Relationship Milestones
  • Account Health Automation
  • Usage Alerts and Support

Ready to get started? 

With a little help from a Reverse ETL platform like Hightouch, the possibilities are endless when it comes to leveraging the power of your data. 

From identifying trends to building tailored experiences, HubSpot empowers you to transform raw data into actionable insights that drive growth for your GTM teams... So why wait? Let's chat so you can start making the most of your data!

Contact Us

Let's make things happen together.

Reach out to us and we will schedule some time  with an expert on our team to learn more about your use case, the problems you're trying to solve, and talk through our process to help you solve them. 


We can't wait to meet you.