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From Data Warehouse to HubSpot: Action Your Data With Reverse ETL

Featuring Aptitude 8's CEO and Founder, Connor Jeffers.


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[00:00:05] Data Warehousing and Reverse ETL with HubSpot: A Discussion with HighTouch and Aptitude
[00:00:05] Connor Jeffers: Welcome everyone. 
[00:00:06] Connor Jeffers: I am really excited for us to do this topic. 
[00:00:08] Connor Jeffers: It's one that we talk a lot about. 
[00:00:10] Connor Jeffers: We just did a course with HubSpot Academy on data warehousing and HubSpot and how you can leverage reverse ETL. 
[00:00:17] Connor Jeffers: And joining me today to talk about this topic are two of the smartest folks in the space that I know. 
[00:00:23] Connor Jeffers: But I will introduce myself first and then I'll tell you about our awesome guests and I'll let them tell you about how smart they are and how much you are very lucky to spend time with them that I'm sure that they will be self effacing and humble about. 
[00:00:34] Connor Jeffers: But I am Connor. 
[00:00:35] Connor Jeffers: I'm the CEO of Aptitude. 
[00:00:37] Connor Jeffers: We are a HubSpot elite solutions partner. 
[00:00:39] Connor Jeffers: We help organizations implement, integrate, optimize and extend the HubSpot platform. 
[00:00:44] Connor Jeffers: And a core way we do that is with data warehousing solutions and reverse ETL solutions and helping organizations sort of unify the data that they've come in. 
[00:00:52] Connor Jeffers: So we're excited today we're going to share a little bit about what that means, why you should care how you can do it. 
[00:00:57] Connor Jeffers: We'll talk through some super cool use cases that we've set up for some of the customers that we work with. 
[00:01:02] Connor Jeffers: But I am joined by Alec from High Touch and Alec, I'll let you do your own intro on your role at Hightouch and sort of what you know about these topics. 
[00:01:11] Connor Jeffers: And then we'll introduce Rob.
[00:01:13] Introduction of Alec Haase and Rob Ainslie in a Conversation with Connor Jeffers
[00:01:13] Alec Haase: Yeah. 
[00:01:13] Alec Haase: Hey everybody. 
[00:01:14] Alec Haase: Happy to be here. 
[00:01:15] Alec Haase: My name is Alec Hazi, I lead product marketing here at Hightouch. 
[00:01:19] Alec Haase: High Touch is a reverse ETL platform, otherwise what we call a data activation platform. 
[00:01:24] Alec Haase: You all will get to see the tool so I won't dive in too much there, but definitely excited to show it to you all and help you all understand how to better utilize your data. 
[00:01:32] Connor Jeffers: Amazing. 
[00:01:33] Connor Jeffers: Also joined by Rob who I will let tell you more about what his role is. 
[00:01:39] Connor Jeffers: But Rob is one of the smartest people that I have the luxury of working with in and around the HubSpot universe and I'm sure he will be humble, but he is a mega genius and I'm very excited to have him here. 
[00:01:49] Connor Jeffers: And so Rob, I will let you tell people about what your role is and what you do at HubSpot. 
[00:01:53] Rob Ainslie: Sure. 
[00:01:54] Rob Ainslie: Thanks for the intro Connor. 
[00:01:55] Rob Ainslie: Happy to be so.
[00:01:57] Exploring Data Integration and Utilization with HubSpot and HighTouch
[00:01:57] Rob Ainslie: My name is Rob Ainsley. 
[00:01:58] Rob Ainslie: I'm a senior manager of solutions architecture at HubSpot. 
[00:02:01] Rob Ainslie: Myself and my team work only with existing clients at HubSpot, but we help organizations understand how they can get more value from the HubSpot platform. 
[00:02:11] Rob Ainslie: Oftentimes that's through understanding the connection of your business processes and use cases and what the technology is capable of. 
[00:02:22] Rob Ainslie: And we help folks imagine what's possible, what that might look like ultimately with the purpose of helping you drive more business. 
[00:02:33] Connor Jeffers: Amazing. 
[00:02:34] Connor Jeffers: Well, thank you guys so much for joining us. 
[00:02:37] Connor Jeffers: And I'm going to tell you all a little bit about sort of what we're going to cover today. 
[00:02:42] Connor Jeffers: So in terms of what we are going to discuss today. 
[00:02:44] Connor Jeffers: So we're going to start with a little background on data warehouses. 
[00:02:47] Connor Jeffers: We'll talk about the data journey, we'll talk about reverse ETL. 
[00:02:49] Connor Jeffers: I'm going to let Alec introduce the majority of sort of those topics in the background of sort of what the history is, how high touch and tools like high touch fit in. 
[00:02:58] Connor Jeffers: Rob's going to talk a little bit about the Snowflake data share, which is a functionality from HubSpot, and how you can achieve some similar outcomes with Ops, hub, enterprise and connecting direct to snowflake instances. 
[00:03:08] Connor Jeffers: And then we're going to get into my favorite topic, which is how you can leverage this data for actual GTM use cases. 
[00:03:14] Connor Jeffers: And if you can get your data warehouse information piped down into HubSpot, how you can represent that, what types of things you can achieve, and then at the tail end we can go into some Q A as well. 
[00:03:24] Connor Jeffers: So if you do have questions throughout this, you can throw them into that LinkedIn comment section. 
[00:03:29] Connor Jeffers: We will see it. 
[00:03:30] Connor Jeffers: We have some folks that are moderating that as well, and then we'll touch on those things. 
[00:03:34] Connor Jeffers: So feel free to chime in. 
[00:03:35] Connor Jeffers: We love for this to be interactive. 
[00:03:37] Connor Jeffers: We'd be happy to answer any questions you have as we go.
[00:03:39] The Importance of Data Warehousing and Reverse ETL for Data Activation
[00:03:39] Connor Jeffers: So as we jump into it, I'm going to hand it to Alec to tell us a little bit about data warehousing and the history here and how and why high touch and reverse ETL exists and matters and all of that cool stuff. 
[00:03:53] Alec Haase: All right, thanks Connor. 
[00:03:54] Alec Haase: I too am very excited for the end, the GTM section. 
[00:03:58] Alec Haase: We have so many cool examples to talk through. 
[00:03:59] Alec Haase: But before we get to that, it definitely makes the most sense to kind of start at the beginning here and make sure everyone here understands the data warehouse and what reverse ETL is and kind of how these things come together to then go and power those different use cases. 
[00:04:12] Alec Haase: So when we talk about the data warehouse, data warehouses have quickly become central to the way that organizations handle data at scale. 
[00:04:19] Alec Haase: Their repositories are designed to store vast amounts of data in a structured and organized manner. 
[00:04:23] Alec Haase: And they serve as a single source of truth where data from various operational systems, applications and sources are collected, transformed and stored in a way that makes it accessible for analysis across an entire organization. 
[00:04:35] Alec Haase: So you may recognize some logos here, but cloud leaders like Snowflake, Databricks, Bigquery have all created solutions that make it easier and more accessible than ever for organizations to truly create a single secure repository that stores all of their data. 
[00:04:50] Alec Haase: So whether they're just getting started with tracking user events or are running llms and other machine learning models to optimize their user experiences, the cloud data warehouse provides that data foundation that can scale and mature over time along with the organization. 
[00:05:04] Alec Haase: So traditionally, the focus for data teams has been on moving data from source systems into data warehouses. 
[00:05:10] Alec Haase: So common terms here, ETL and ELT, those solutions like Fivetran, really emerge to enable organizations to extract, transform and load data from their many sources. 
[00:05:21] Alec Haase: So places like Facebook ads, CRM platforms like HubSpot or web events into their data warehouse. 
[00:05:27] Alec Haase: Now, doing so gave them that central hub of data, one that focused on unlocking powerful new analytics for any team to use, given that that data was now finally available in one place. 
[00:05:39] Alec Haase: Now, as organizations have matured in their data practices, they've realized that the value of taking actionable insights derived from their data and pushing it back into their operational systems and other tools. 
[00:05:50] Alec Haase: So teams began to build manual pipelines to get data back out of the warehouse, but they quickly realized that doing so wasn't scalable. 
[00:05:58] Alec Haase: So in summary, here, the warehouse emerged as a place to store all of your data centrally. 
[00:06:03] Alec Haase: ELT tools ETL tools got you flexible ways to get the data from your many source systems. 
[00:06:08] Alec Haase: And teams could really run with analytics, right? 
[00:06:10] Alec Haase: But there was this final mile missing of a seamless way to actually go and activate that data out to your many business tools. 
[00:06:18] Alec Haase: And this is really where reverse ETL comes into play. 
[00:06:20] Alec Haase: So it offers a scalable and user friendly solution to reverse the flow of data, allowing organizations to extract data from the data warehouse and send it into their various operational tools and applications. 
[00:06:33] Alec Haase: So now the same data that's driving the deep insights can power personalized ads or marketing campaigns. 
[00:06:38] Alec Haase: So if you think about a couple examples here, a purchase event that might drive revenue reporting can now be used to create audiences in Facebook, or they can be enriched and sent in as conversion events to optimize campaigns. 
[00:06:49] Alec Haase: In TikTok, user stats that help product teams understand usage can now be sent to HubSpot to power campaigns like Spotify wrapped really powerful email experiences, personalized with data but with minimal effort. 
[00:07:01] Alec Haase: So reverse ETL is really that concept of activating data. 
[00:07:04] Alec Haase: And here at Hightouch, we've built a platform that offers tailor made solutions to making data activation easier than ever. 
[00:07:10] Alec Haase: So data and marketing teams are now able to store, model, and activate data directly from the data warehouse and are replacing legacy systems like cdps with this new warehouse first architecture. 
[00:07:21] Alec Haase: So one big call out here is that the process of reverse ETL data is never stored at rest, so it's simply pulled from your infrastructure and sent directly into your downstream destinations, which is a huge value prop for companies like Chime, from highly regulated industries like fintech. 
[00:07:37] Alec Haase: As data doesn't need to be stored in yet another system, it's simply in your warehouse, and then you're picking and choosing the data that you need to go and send it into your downstream tools.
[00:07:46] Understanding Hightouch through the lens of Data Engineering
[00:07:46] Alec Haase: So a couple concepts to quickly understand before we jump into Hightouch. 
[00:07:50] Alec Haase: So first is a source, and think of a source as the place where your business data is stored, which is usually your data warehouse, but could also be something like Google sheets. 
[00:07:59] Alec Haase: A model is what tells Hightouch what specific data you want to retrieve from the source. 
[00:08:04] Alec Haase: So the model is typically created with SQL to define the data that you're interested in. 
[00:08:09] Alec Haase: However, you can also use tools like DBt or looker to create these models with Hightouch and then async. 
[00:08:15] Alec Haase: Once hightouch knows what data to read from, thanks to your model, you configure a sync. 
[00:08:19] Alec Haase: A sync is like a bridge that manages how data moves from the source to the destination, and it also controls how often that data transfer happens. 
[00:08:27] Alec Haase: So you actually schedule your sync. 
[00:08:30] Alec Haase: And now a destination, finally, is the tool or service that receives the data. 
[00:08:34] Alec Haase: So high touch connects with over 200 different destinations. 
[00:08:37] Alec Haase: I talked to them a little bit before Facebook, HubSpot, all these different platforms that allow you to then go and send the data into those tools. 
[00:08:46] Alec Haase: So in a nutshell, a source is where data come from, a model is what specific data you want to fetch. 
[00:08:51] Alec Haase: A sync is the process of moving data from the source to the destination, and a destination is simply where you want to send that data. 
[00:08:58] Alec Haase: And we're going to go through really quick what this actually looks like. 
[00:09:02] Alec Haase: So I'll quickly jump through sources and destinations. 
[00:09:04] Alec Haase: In this case, a source is just going to be Snowflake, which again is just the data warehouse. 
[00:09:10] Alec Haase: So it can be any of your data warehouses. 
[00:09:12] Alec Haase: We're going to use Snowflake here. 
[00:09:13] Alec Haase: Setting this up is super, super simple. 
[00:09:15] Alec Haase: A couple of API keys. 
[00:09:17] Alec Haase: You can also do this through partner connect inside of Snowflake and then a destination. 
[00:09:22] Alec Haase: We're going to hop to the end here is going to be HubSpot or again over 200 different destinations. 
[00:09:28] Alec Haase: And again, doing so is very simple with just an auth or an API key depending on the different destinations. 
[00:09:34] Alec Haase: So now we have our source being snowflake. 
[00:09:36] Alec Haase: Our destination being HubSpot takes maybe a minute if you have the right API keys. 
[00:09:41] Alec Haase: So like I said before, we're going to go in and actually define what data we want high touch to look at. 
[00:09:46] Alec Haase: And that's called a model. 
[00:09:47] Alec Haase: So we're going to select our data source being snowflake and then I can pick how I want to actually model. 
[00:09:53] Alec Haase: I can just select an entire table. 
[00:09:55] Alec Haase: I can reference DBT looker sigma. 
[00:09:58] Alec Haase: In this case I'm just going to use a SQL query and then I'm just going to pop. 
[00:10:05] Alec Haase: Do you have a question I was. 
[00:10:07] Connor Jeffers: Just going to ask you, who typically says this is getting configured? 
[00:10:10] Connor Jeffers: Who's kind of the end user that you guys are looking at? 
[00:10:12] Connor Jeffers: Is this exclusive to you have to be a data engineering team or is it someone in the could do this piece of like where do you see the responsibility sit in terms of, hey, we have this data, here's how we need to grab it. 
[00:10:23] Connor Jeffers: Here's where we want to put it? 
[00:10:24] Alec Haase: Yeah, that's a really good question. 
[00:10:26] Alec Haase: It definitely depends on the organization. 
[00:10:27] Alec Haase: When Hightouch was first created and it really just focused on this reverse ETL concept. 
[00:10:31] Alec Haase: With SQL, we typically saw data engineers, data analysts, or technical marketers who understood SQL, they would be the ones in here setting up the models. 
[00:10:41] Alec Haase: That said, high touch has very quickly created new products and interfaces so that marketing teams can do this. 
[00:10:47] Alec Haase: So we won't necessarily dive into this one today, but if we have time at the end, we can show what the audiences UI looks like where instead of creating SQl here to define your model, you're going into a drag and drop editor where you can actually do an audience build. 
[00:11:01] Alec Haase: So you say like people who have this criteria, this criteria and did not do this, you know what I mean? 
[00:11:07] Alec Haase: A very standard audience UI where that's really where it unlocked activation from marketing teams because you no longer needed to know SQL that said something this simple, where it's select star from public users. 
[00:11:19] Alec Haase: Anyone can really do that though, as these SQL queries get a little bit more complex. 
[00:11:24] Alec Haase: You do definitely want to know SQL when you're setting this up. 
[00:11:28] Connor Jeffers: The only thing I would add there is. 
[00:11:29] Connor Jeffers: I think we see a Lia asked all the time whether it's in the robops bootcamp or any of these other things of where skills sort of sit. 
[00:11:35] Connor Jeffers: And I recommend SQL a lot. 
[00:11:38] Connor Jeffers: And for these types of reasons there are amazing tools. 
[00:11:40] Connor Jeffers: High touch has some of them we can cover at the end in terms of making it really easy to do. 
[00:11:43] Rob Ainslie: A lot of this. 
[00:11:44] Connor Jeffers: But for some of those advanced functions, some of that base database functionality, even if you're not in a data team or a data engineer, goes a really long way to do some of this. 
[00:11:52] Connor Jeffers: Also give an AI plug and chat GBT is great for hey, I have this table. 
[00:11:56] Connor Jeffers: I want to get this data. 
[00:11:57] Connor Jeffers: What would my SQl query look like? 
[00:11:59] Connor Jeffers: It'll kick you a usable one most of the time. 
[00:12:01] Rob Ainslie: It's pretty rad. 
[00:12:02] Rob Ainslie: Back to you. 
[00:12:02] Alec Haase: Exactly. 
[00:12:03] Alec Haase: No, you're good. 
[00:12:04] Alec Haase: So in this case I commented out the more complex query. 
[00:12:07] Alec Haase: But it's just really to show here that you can make any queries that you want, right? 
[00:12:11] Alec Haase: So I can join my user table to maybe my pets table. 
[00:12:13] Alec Haase: If I want to start to send my pet information down to HubSpot, I can filter where statements where vip customer might be true. 
[00:12:20] Alec Haase: It's really like totally flexible to you and it's just SQL, right?
[00:12:23] Hightouch Service for Hubspot Integrations
[00:12:23] Alec Haase: So we're looking at Snowflake, we're looking at the tables that you want us to look at and we're pulling that data in to create this model. 
[00:12:29] Alec Haase: And in this case we'll just do something super simple. 
[00:12:31] Alec Haase: Select Star from my user table, right? 
[00:12:33] Alec Haase: So this is going to give me an entire table of all of my different users. 
[00:12:36] Alec Haase: I have some different identifiers, I might have some different information about them, like lifetime value. 
[00:12:41] Rob Ainslie: Cool. 
[00:12:42] Alec Haase: So this looks good. 
[00:12:43] Alec Haase: Let's hit continue. 
[00:12:44] Alec Haase: I'm going to call this demo underscore users. 
[00:12:49] Alec Haase: I'm going to pick a primary key and that's really just saying like each row is unique on we'll do user id. 
[00:12:55] Alec Haase: I'm going to click finish. 
[00:12:56] Rob Ainslie: Cool. 
[00:12:57] Alec Haase: Now my model has been created and now this model can be used for any different destination. 
[00:13:01] Alec Haase: I can create however many syncs I want off of this model, but in this case we'll just create one. 
[00:13:06] Alec Haase: So one sync down into HubSpot. 
[00:13:09] Alec Haase: So I'm simply going to set up a sync to HubSpot. 
[00:13:13] Alec Haase: And each of our destinations are fully built out and configurable. 
[00:13:17] Alec Haase: So for this one you can send these down as objects, events or segments. 
[00:13:21] Alec Haase: In this case we're just going to send it down as an object, like as a user object in HubSpot and then we're going to sync it to an object called contacts. 
[00:13:31] Alec Haase: I can then choose how to update the record so I get some flexibility. 
[00:13:35] Alec Haase: And if I want to upset update or insert records, we're just going to keep that as up cert. 
[00:13:39] Alec Haase: And then I am able to actually map all my different fields that I want to send down into HubSpot. 
[00:13:45] Alec Haase: So I'm going to pick my email column from my snowflake and I'm going to map that down into the email field inside of HubSpot. 
[00:13:52] Alec Haase: I can then suggest some mappings here. 
[00:13:54] Alec Haase: We're going to do first name, gender, last name, user id. 
[00:13:59] Alec Haase: I can add any fields. 
[00:14:01] Alec Haase: So anything inside of Snowflake I can custom map in here. 
[00:14:04] Alec Haase: And then we have some advanced settings as well on each destination. 
[00:14:07] Alec Haase: So things like associations and we can also do hashing. 
[00:14:12] Alec Haase: Or you can set up some things here for handling records as they leave the query, whether you want them to be removed or leave them as is. 
[00:14:19] Alec Haase: There's also advanced settings, but you get the point here. 
[00:14:22] Alec Haase: You're just really able to configure how you want that data to pass from Snowflake down into HubSpot. 
[00:14:28] Connor Jeffers: I'll give a plug for associations here because I think I remember when we were working with you guys at the outset prior to that being added in and then we worked with you guys on getting added in. 
[00:14:37] Connor Jeffers: I think the associations functionality is one of the pieces of this that I think makes it really best in class because you can have that data model living somewhere else and you're not pushing flat data files into HubSpot, you're actually able to insert that, link it to everything which lets you sort of leverage that data model in that destination which I think sort of expands that power pretty significantly, 100%. 
[00:14:58] Alec Haase: And that is definitely used a ton in HubSpot. 
[00:15:00] Alec Haase: And those advanced settings for each of these destinations is what makes this so powerful. 
[00:15:05] Alec Haase: If you think our entire destination catalog of over 200 different destinations all have those advanced settings like building that stuff in house, it just doesn't scale. 
[00:15:14] Alec Haase: So here you can see, I can test a single row where I can see all these different columns, how they actually map and what it's actually sent down, the actual API request. 
[00:15:22] Alec Haase: So I'm going to hit cancel there. 
[00:15:24] Alec Haase: That was just a test. 
[00:15:26] Alec Haase: I'll come into here and then finalize my sync. 
[00:15:28] Alec Haase: So I'll just say demo as my description and then I'm going to want to schedule this so I can schedule it off of other jobs that are happening I can do an interval to say, hey, run this once every, let's do every 1 hour and then I'm going to click finish and we can actually run the sync where you can see that hightouch is querying snowflake. 
[00:15:49] Alec Haase: It's looking for all these different rows and then it's going to send those rows down into hubspots that those users make it down and in so in this case, you can see I now have all of my different user profiles being sent down into HubSpot with all those different fields that I mapped and where it's now made available to power all the cool use cases that we're going to talk about in a couple of minutes here. 
[00:16:10] Connor Jeffers: Thank you so much alec. 
[00:16:11] Connor Jeffers: I think the coolest part of this right is why it has some SQL, there's some pieces in there. 
[00:16:16] Connor Jeffers: If you are on an Ops team, if you are working with a provider, anyone on the ops side, this is not a, you need a lot of custom engineering resources. 
[00:16:23] Connor Jeffers: I think one of the best pieces of this is that you can deploy this while having some ops infrastructure and the right sort of technical folks on that side without necessarily needing to have hands on keyboard dev, which is super, super valuable. 
[00:16:35] Connor Jeffers: So I'm going to hand it to Rob really quickly before we get into some use case stuff.
[00:16:41] Discussions on Traditional and Reverse ETL with Snowflake and HubSpot
[00:16:41] Connor Jeffers: Rob, what happens if I want to go the other way? 
[00:16:44] Rob Ainslie: Yeah, the traditional way. 
[00:16:45] Rob Ainslie: So we've talked about reverse ETL. 
[00:16:47] Rob Ainslie: Think of this as the standard ETL direction. 
[00:16:51] Rob Ainslie: Alex showed us how to move that data from the data warehouse back to HubSpot or other destinations. 
[00:16:57] Rob Ainslie: But in a lot of organizations, if you're using HubSpot, you are generating data there. 
[00:17:03] Rob Ainslie: You often want to combine and curate that data into snowflake, into your data warehouse so you can slice it, dice it, use it in your reporting and business intelligence tools from the warehouse. 
[00:17:15] Rob Ainslie: And in the past, as you were mentioning, it oftentimes takes a development team to build and maintain a costly pipeline to write against the APIs directly. 
[00:17:26] Rob Ainslie: You have data management scripts that pull from the APIs. 
[00:17:30] Rob Ainslie: You have to figure out how to transform and store that data yourself. 
[00:17:35] Rob Ainslie: But HubSpot made it super easy and simple to access all of your HubSpot data in Snowflake via the Snowflake data share connector that's part of operations Hub Enterprise. 
[00:17:48] Rob Ainslie: This is maybe a little bit hyperbolic, but the tool is like magic. 
[00:17:54] Rob Ainslie: If you've ever built a report in the HubSpot customer report builder, you see all the different behavioral and demographic data, all your objects, all the event data, and you get to pick and choose. 
[00:18:05] Rob Ainslie: I want to see this data associated to this object and build a report that looks like this in the background. 
[00:18:12] Rob Ainslie: Every single data source that you have in that custom report builder can also be mirrored in your Snowflake instance and it's available to query Join report against the rest of your data in Snowflake. 
[00:18:24] Rob Ainslie: And it's updated. 
[00:18:25] Rob Ainslie: Some data is updated every 15 minutes, some every day, but you get access to the entirety of your HubSpot data without having to. 
[00:18:35] Rob Ainslie: It's three clicks of a button, essentially, and then your data engineers and analysts join the data in Snowflake to whatever other data you want. 
[00:18:44] Rob Ainslie: So you can imagine this circular data pathway where your reps and your marketing team are generating data in HubSpot. 
[00:18:53] Rob Ainslie: You instantly have access to that data in Snowflake via the data share. 
[00:18:57] Rob Ainslie: Then you join it and Hightouch can pull that data and put it back into HubSpot after combining it with your other data sources. 
[00:19:06] Rob Ainslie: I'm going to do a quick little demo of this just to show how simple it is and all the data that's there. 
[00:19:13] Rob Ainslie: So what you haven't seen, I'm showing you Snowflake here. 
[00:19:15] Rob Ainslie: What you haven't seen is the essentially three clicks that it takes to get this set up. 
[00:19:20] Rob Ainslie: But once you have access to that, you'll see on my left hand screen here I have access to a couple of different tables and schemas and views inside of this I'm going to scroll through this for effect. 
[00:19:35] Rob Ainslie: But we have access to all of the associations, the association definitions, every type of event data, think your email, click, your calls, your interactions with your cookie banners, replying to emails, your custom behavioral event data, access to list memberships and you get all of your object data as well. 
[00:19:56] Rob Ainslie: So you can see anything that is associated between object records. 
[00:20:01] Rob Ainslie: I'm going to show just a super simple query similar to how Alex showed us running a select all users. 
[00:20:07] Rob Ainslie: I am running a query just against contacts where the email is, my email and showing my couple of properties here. 
[00:20:17] Rob Ainslie: We did three clicks to install it. 
[00:20:20] Rob Ainslie: We picked the right warehouse that we wanted to show and we click run and we get access to that data. 
[00:20:30] Rob Ainslie: Similar example, but in this case I am taking a quick look at the contacts that are associated to deals. 
[00:20:37] Rob Ainslie: I have access to showing you the contact id, the object id, the association type, and I've already run that query so we can see all the object ids, the deal ids. 
[00:20:50] Rob Ainslie: We can join that to other data if we need to, and then similarly, and I think this is really a fun kicker. 
[00:20:58] Rob Ainslie: We have super easy access to all the event data as well. 
[00:21:01] Rob Ainslie: So I am looking at link clicks in email and we can see so this object id 365, that's my contact id for my personal contact record to my personal hubbot instance. 
[00:21:15] Rob Ainslie: And I had an email link click on September to my personal website. 
[00:21:21] Rob Ainslie: We see all the other link clicks that are happening there as well. 
[00:21:25] Rob Ainslie: So just to showcase that we have access to an incredible amount of HubSpot data in Snowflake to then join against all of your other business data that we can better action.
[00:21:39] Facilitating HubSpot-Snowflake Data Integration
[00:21:39] Connor Jeffers: Rob, I don't want to take us down a super long side conversation here, but is there anything that I either can't get doing this or is either a limitation or something? 
[00:21:51] Connor Jeffers: You'd say that this is more advanced than maybe what we support out of the box. 
[00:21:55] Rob Ainslie: To my knowledge. 
[00:21:57] Rob Ainslie: I think the only data, piece of data that exists in HubSpot that is not available here is the new leads object and we're working on that to my knowledge. 
[00:22:09] Rob Ainslie: So you literally have access to every piece of HubSpot data. 
[00:22:14] Rob Ainslie: If you're in the report builder and you see that as a data source, it's here for you to query and use elsewhere. 
[00:22:20] Rob Ainslie: So your sales and marketing teams can run their reports in HubSpot and use that data, but then you can join it and put it out into your bi tool using this tool. 
[00:22:30] Rob Ainslie: I don't know if that answered your question. 
[00:22:32] Alec Haase: And something that's so powerful with that is like the raw data coming back. 
[00:22:36] Alec Haase: We just talked about obviously Snowflake and the warehouses making it super scalable, but you can run machine learning models off this. 
[00:22:42] Alec Haase: It isn't just like a report coming back to Snowflake where it's like clicks today. 
[00:22:46] Alec Haase: It is like raw user information that is then available to use for anything. 
[00:22:52] Rob Ainslie: Yeah, absolutely. 
[00:22:53] Rob Ainslie: So HubSpot to Snowflake, data share then Opsol Enterprise. 
[00:22:57] Rob Ainslie: If you have, if you're on this and your organization has access to Snowflake and you are not using the data share, let's chat. 
[00:23:05] Rob Ainslie: You absolutely should be. 
[00:23:06] Rob Ainslie: It'll save you time and money. 
[00:23:09] Rob Ainslie: And I think we're going to transition now. 
[00:23:11] Rob Ainslie: So we've covered a bit about the technology side, but let's talk about the real reason we're here. 
[00:23:14] Rob Ainslie: What do we do with that? 
[00:23:16] Rob Ainslie: We're going to transition it over to Connor to talk several use cases that your organization could benefit from when moving that Data warehouse data back to HubSpot.
[00:23:25] Leveraging and Activating Data across GTM Team: A Discussion with Connor Jeffers
[00:23:25] Connor Jeffers: All right, awesome. 
[00:23:26] Connor Jeffers: Thank you guys so much. 
[00:23:27] Connor Jeffers: So what we're going to talk about is some of my favorite things in the world, which is how you can leverage and activate this data across a whole bunch of different pieces of your GTM team. 
[00:23:37] Connor Jeffers: So if at this point you were like, hey, I know about data warehouse and I already know about the snowflake stuff, like how can we actually use this? 
[00:23:44] Connor Jeffers: Now is your time to shine. 
[00:23:44] Connor Jeffers: Mind if you came in with a little bit less of that preexisting knowledge? 
[00:23:48] Connor Jeffers: Hopefully we have you educated enough that the rest of this starts to make a lot of sense. 
[00:23:52] Connor Jeffers: If it does not, or if there are elements in here that you have questions as we go through this, throw them into the comments, we would be happy to address them as we go through.
[00:24:01] Empowering GTM Teams with High Touch and HubSpot
[00:24:01] Connor Jeffers: So let's start with some sales centric use cases. 
[00:24:06] Connor Jeffers: And so we have a couple of these examples as we go all the way through. 
[00:24:10] Connor Jeffers: But how can we leverage this data for our organization? 
[00:24:13] Connor Jeffers: So this example that we're going to talk through, and this would be leveraging exactly what Alec had just talked about. 
[00:24:19] Connor Jeffers: And so we see a lot of organizations that store and manage their product data. 
[00:24:24] Connor Jeffers: So this could be usage information, it could be key event information, it could be some of that customer lifecycle data. 
[00:24:30] Connor Jeffers: I'll give you a very tangible example from a customer that we worked with. 
[00:24:34] Connor Jeffers: They have sort of this PLG motion and this freemium model, and there's sort of key events that happen throughout that customer journey when they sign up for a piece of the product. 
[00:24:43] Connor Jeffers: And then we want them to engage in a couple of specific ways. 
[00:24:46] Connor Jeffers: And if they're interacting with specific elements, we want to actually deploy sales engagement against them because they're sort of indicating that they might be more of that enterprise y type of user. 
[00:24:56] Connor Jeffers: And so by mapping this data from the product, which is piping data into Snowflake or a different data warehouse, and we push that back into HubSpot. 
[00:25:05] Connor Jeffers: So in this example, we're using custom behavioral events. 
[00:25:09] Connor Jeffers: So that's a marketing enterprise feature. 
[00:25:10] Connor Jeffers: It allows you to sort of build these custom activities that happen and start to track and manage those inside of your system. 
[00:25:17] Connor Jeffers: You can trigger workflows off of them. 
[00:25:18] Connor Jeffers: You can do really powerful things. 
[00:25:20] Connor Jeffers: But to show you what this looks like, you can build inside of HubSpot, this kind of engagement funnel journey off of that data. 
[00:25:28] Connor Jeffers: So by using that PLG data, we can start to model in HubSpot how far did these people get? 
[00:25:33] Connor Jeffers: And we can actually interlace those product events with the sales or the CS events that are happening at the same time. 
[00:25:40] Connor Jeffers: So if we have sort of this freemium journey. 
[00:25:43] Connor Jeffers: And that freemium journey moves from entirely product led to having sales assists. 
[00:25:48] Connor Jeffers: We can model that in this actual lifecycle event. 
[00:25:52] Connor Jeffers: And so we can see that conversion path all the way through our GTM journey, whether it starts in product and then it goes into the sales experience, and we can power that and report on that and give the sales and marketing and GTM teams the ability to build that inside of HubSpot, model it and report it inside of HubSpot and weave that data together. 
[00:26:10] Rob Ainslie: I saw a really great example of this with a customer that myself and my team have worked with the AI startups. 
[00:26:17] Rob Ainslie: They offer a freemium plan and enterprise plan. 
[00:26:20] Rob Ainslie: Obviously, they're trying to drive those freemium signups into the enterprise tier licenses and they're moving the workspace data and the payment tier of that into HubSpot associated to contacts associated to companies. 
[00:26:40] Rob Ainslie: And so they're able to build a report like this to show the efficacy of that pathway and then similarly transition back to you, Connor, to talk about some of the other things we're able to do. 
[00:26:51] Rob Ainslie: Innovation. 
[00:26:53] Connor Jeffers: So while we have this data and we can use it from a reporting perspective, right? 
[00:26:57] Connor Jeffers: So we can start to put a lot of that together. 
[00:26:58] Connor Jeffers: What makes this so powerful with HubSpot is we can then use this data across HubSpot's automation engine. 
[00:27:04] Connor Jeffers: So in this example, we're showing how we're using like a nurture workflow inside of HubSpot. 
[00:27:08] Connor Jeffers: And so what we typically see in organizations where they start to scale up and they start to really look at this PLG journey and their product experience sort of being one with their GTM experience is the technology team as they've set up sort of this user activation process has built all of these emails, whether it's in Sendgrid or Mailgun or whatever they might be using, and then the GTM team has no access to those and no visibility into those. 
[00:27:31] Connor Jeffers: And so they all start bumping into each other. 
[00:27:33] Connor Jeffers: And so by doing it in this function, we're pushing that data from the data warehouse into HubSpot, and then we're activating that data inside of HubSpot itself using the SAS nurture workflow and being able to trigger and route and send different communications. 
[00:27:47] Connor Jeffers: But most importantly here, we're taking that data which lives with the product organization and we're putting it into the hands of the GTM team. 
[00:27:55] Connor Jeffers: And they can now orchestrate and manage those customer communications, not just from a marketing perspective, but interlacing all of those other GTM teams as well, so we'll get into how this sort of expands to other components and so we'll leave this up for a second. 
[00:28:09] Connor Jeffers: I won't read all of this to folks, but if you want to watch the recording, we'll have this sent out to folks as well. 
[00:28:13] Connor Jeffers: And you can look through it. 
[00:28:14] Connor Jeffers: But this sort of goes through all of the steps that are happening in that workflow. 
[00:28:17] Connor Jeffers: So you don't have to zoom all the way in and be unclear about what's happening. 
[00:28:20] Connor Jeffers: But you can use all of this functionality with delay steps and with if then branches to sort of route people in different directions all off of that product data, which all happens right inside of HubSpot. 
[00:28:30] Rob Ainslie: The one super cool thing I would point out about this is we've been talking about using custom behavioral events. 
[00:28:36] Rob Ainslie: So if we can send an event completion from Snowflake into high touch into HubSpot, by using that data aspect, an event versus an object record in a workflow, we're able to do something super cool here, which is that delay until, so you can enroll a record and then say, just like, just wait here until this event happens. 
[00:28:58] Rob Ainslie: And then the event happens. 
[00:28:59] Rob Ainslie: You push the data through and the user progresses through the workflow. 
[00:29:03] Alec Haase: That is the perfect tee. 
[00:29:04] Alec Haase: Up to my point, Rob, you can not only send in events, but you can also send in things like synthetic events where maybe you have a propensity model, right? 
[00:29:12] Alec Haase: Where someone reaches a certain propensity. 
[00:29:14] Alec Haase: Well, high touch can send that in as an event, right? 
[00:29:17] Alec Haase: So you can say like propensity reached. 
[00:29:19] Alec Haase: So maybe you have someone waiting until a certain churn score has been hit or something like that, right? 
[00:29:24] Alec Haase: You can just take all of the signals that are in your warehouse and you get a UI to then kind of mess around and actually figure out how you want the data to make it in here, to make these journeys. 
[00:29:33] Connor Jeffers: More powerful, to make that really tangible. 
[00:29:36] Connor Jeffers: For anybody who's not worked with data teams or product teams and you're like, oh, well, I need this new metric and we have to pipe that in. 
[00:29:42] Connor Jeffers: And can you guys go wire that up to the CRM? 
[00:29:44] Connor Jeffers: And then that just gets deprioritized for months and months and months and months and you never get it done. 
[00:29:48] Connor Jeffers: What ALEc is describing here is you can do like you can go into high touch, you can build that synthetic event, you can pipe it into hubsot. 
[00:29:55] Connor Jeffers: Now you can power the whole GTM stack off of it without needing to add all of these other components. 
[00:29:59] Connor Jeffers: And I think the speed and the iterative power that you have when you orchestrate things that way is so strong. 
[00:30:09] Alec Haase: And this was honestly one of the reasons why I came to high touch. 
[00:30:12] Alec Haase: I was a director of data products at a company that was using high touch. 
[00:30:14] Alec Haase: And when my data team came to me and said, it's great, I can focus on making data science models and not having to deal with the piping, the marketers can just do that, right? 
[00:30:23] Alec Haase: So your data teams can focus on what they do do best and not have to deal with creating these manual pipelines. 
[00:30:28] Alec Haase: The marketers can just go and fly with it. 
[00:30:30] Connor Jeffers: Awesome.
[00:30:30] Aligning Sales, Marketing and Service Reporting
[00:30:30] Connor Jeffers: Okay, next function. 
[00:30:32] Connor Jeffers: Reporting, something we run into and encounter all of the time is people that are saying, hey, we're doing all of our sales reporting out of HubSpot, but it's not matching the reporting that we're looking at in our other systems. 
[00:30:43] Connor Jeffers: And if you're doing any kind of commerce, so there's not an e in front of commerce here intentionally, that this is applicable to e commerce. 
[00:30:48] Connor Jeffers: If you're doing any type of commerce or transactions and you are storing that transaction data inside of your data warehouse, you can power all of that reporting inside of HubSpot and equip your GTM teams to use it. 
[00:31:00] Connor Jeffers: I think one of the things that we encounter all of the time is that the data that the CFO and the board is looking at is not the data that the sales and the marketing team is looking at. 
[00:31:08] Connor Jeffers: And everyone is misaligned and everyone's frustrated with each other. 
[00:31:11] Connor Jeffers: And it's probably a primary reason that we get engaged with folks, is that there is a CEO who is frustrated that no one agrees on what the number is. 
[00:31:18] Connor Jeffers: What if you all had the same number and it was coming from that source data and piped back in? 
[00:31:22] Connor Jeffers: And you can build all of this right in the CRM system itself. 
[00:31:25] Connor Jeffers: So incredibly, incredibly powerful to be able to action and leverage that information. 
[00:31:30] Rob Ainslie: And one little bit here, we see this a lot of times in scenarios where the way most people that are using HubSpot think about their transaction data is a deal being closed. 
[00:31:43] Rob Ainslie: One, when a deal is closed, you say, great, we have revenue. 
[00:31:47] Rob Ainslie: Now, oftentimes there's another layer to that, which is, what terms is it on? 
[00:31:52] Rob Ainslie: How is it spread over time? 
[00:31:54] Rob Ainslie: How might we think if it's recognized or not? 
[00:31:58] Rob Ainslie: So you need to think about the revenue type records, not just the deal record. 
[00:32:03] Rob Ainslie: And oftentimes that is an accounting type problem, not necessarily a CRM problem. 
[00:32:10] Rob Ainslie: So if you're sending the closed deal somewhere, figuring out how you're recognizing revenue, you can pipe that back. 
[00:32:18] Rob Ainslie: So you have access to the report in HubSpot, even maybe if not the revenue records themselves live there. 
[00:32:25] Rob Ainslie: Awesome. 
[00:32:25] Connor Jeffers: So let's go into, and I think we've split these into sales, marketing and service. 
[00:32:29] Connor Jeffers: But if you're feeling that they're blended together, that is because GTM is a thing. 
[00:32:34] Connor Jeffers: And trying to look at these segmented that much starts to get hard from a silo perspective, but we'll try to divvy them out.
[00:32:40] Using CRM Systems in Insurance Marketing
[00:32:40] Connor Jeffers: So for our first sort of marketing centric example here, we're going to use an example of an insurance organization. 
[00:32:46] Connor Jeffers: So this is an organization that is storing and there's a lot of people related data where you have policies, you have policyholders, you have people that are covered, you have dependents, and so you have these complex data models that store and manage how your relationships with your customers work. 
[00:33:00] Connor Jeffers: So whether you have nothing to do with insurance, but you manage this multiple constituency data model type of environment, this example is hyper applicable to you. 
[00:33:08] Connor Jeffers: So in your data warehouse you probably have all of this data structured in a really nice way, but your GTM team probably really struggles because they don't have that data and systems that they can action it and they can use it to power how they're actually going to market. 
[00:33:22] Connor Jeffers: So when we pipe that into HubSpot and this ties back to that example that Alec gave where you can create those associations, when you push that data into HubSpot, this is an example that is showing how you have your household record and you have this Gladstein household, all the relevant info about this household. 
[00:33:38] Connor Jeffers: But then it's also connecting back to the various contacts and the dependents and the policyholders and any associated policies. 
[00:33:45] Connor Jeffers: And by giving this information, empowering it for our GTM team, your service team can have much more intelligent and competent conversations with your customers without leaving the system that they run their service inside of. 
[00:33:56] Connor Jeffers: In this case, which is HubSpot, your marketing team can segment data and make sure that they're emailing the relevant policyholder and even merge information about dependence into those emails straight from the actual CRM platform and inside of the marketing automation infrastructure itself. 
[00:34:11] Connor Jeffers: And so what you can start to do with this data is do things like upsells. 
[00:34:17] Connor Jeffers: And so with this you can automate so much inside of HubSpot. 
[00:34:21] Connor Jeffers: So this insurance workflow is showing us how we can actually upsell those insurance policies based on information about that customer and that policy. 
[00:34:28] Connor Jeffers: So in this example, if you have an individual, they have a health insurance plan, but they also have a dependent under 18, maybe you want to start engaging them with conversations about life insurance and relevant policies and products that you might have to that particular audience. 
[00:34:43] Connor Jeffers: And I think, again, the power of this is not, hey, data team, can you put a flag on people that meet this criteria and push it into our CRM? 
[00:34:52] Connor Jeffers: And then we'll grab that flag and we'll build a list off of it. 
[00:34:54] Connor Jeffers: It's actually pushing all of that data and letting you build this engagement structure straight from within HubSpot itself.
[00:35:02] Understanding Complex Data Models In HubSpot: An Insight
[00:35:02] Rob Ainslie: You mentioned this in the prep for this, Connor, but we see a similar type of model happen. 
[00:35:10] Rob Ainslie: The multiple constituencies is what you called it. 
[00:35:13] Rob Ainslie: If you're a banking or financial institution. 
[00:35:17] Rob Ainslie: We were maybe a school where you have potentially many bank accounts or children that are students. 
[00:35:28] Rob Ainslie: Somewhere that same type of relationship matches this exact same model. 
[00:35:32] Rob Ainslie: So we use the banking example. 
[00:35:34] Rob Ainslie: We see this a lot in HubSpot is you have multiple accounts and potentially multiple account holders. 
[00:35:41] Rob Ainslie: You need to model that some way where the contacts related the contacts related to accounts. 
[00:35:46] Rob Ainslie: And based on knowledge of the products that we have, we can identify who might be a good fit for an additional loan or a different savings account. 
[00:35:55] Rob Ainslie: That's a super common use case. 
[00:35:58] Rob Ainslie: Same idea, but different industry, different application. 
[00:36:02] Alec Haase: We talk about those at high touches like objects or related objects or models, where it's like users to pets, users to accounts. 
[00:36:08] Alec Haase: Right? 
[00:36:09] Alec Haase: And in our space, when we're talking about CDP versus this warehouse first approach, well, this is the most flexible approach, right? 
[00:36:16] Alec Haase: You cannot get more flexible than this where if your snowflake or your databricks, whatever your warehouse is, if you have all that data there and you have a system that is literally built to handle these from the get go, then you're not going to run into this later on where you try to now tie these objects later on and you just can't. 
[00:36:31] Alec Haase: Right? 
[00:36:32] Alec Haase: So it's a super flexible way to handle all of these super complex relationships that might sound and look simple, but when you actually go to implement are actually relatively hard. 
[00:36:42] Connor Jeffers: I think the thing that this captures that I think I spend a lot of time trying to communicate to people about the difference between different tools and different stacks is, I think being able to have the multi object relationship data model and build that automation and that orchestration off of all of that different data elements is the thing that I think makes having your sales and your marketing and your CRM infrastructure unified so powerful and so incredibly different than having it in a CRM system and then connecting it to something and syncing in a contact and then mapping a contact field. 
[00:37:19] Connor Jeffers: And trying to pass that in. 
[00:37:21] Connor Jeffers: Being able to work with all of those objects that are powering your business in one automation system, I think, is really where we see HubSpot be incredible. 
[00:37:30] Connor Jeffers: And I think if you have multiple constituencies or you have complex data model engagements, that's an environment where I think HubSpot has a really unique approach that is pretty differentiated in terms of the outcomes that you can achieve. 
[00:37:42] Rob Ainslie: Yeah. 
[00:37:43] Rob Ainslie: Whether we're talking data model or not. 
[00:37:45] Rob Ainslie: Also, I think we think about complex data models as being, I don't know, enterprise only or only certain industries. 
[00:37:55] Rob Ainslie: This is applicable to everybody, though, totally. 
[00:37:58] Rob Ainslie: You can be a mom and pop shop, and you still have to think about the way in which what products are selling to whom and what should they do next. 
[00:38:07] Rob Ainslie: That's a problem that everybody's thinking about. 
[00:38:09] Rob Ainslie: And if you have the right data and the right system, you can take action on it. 
[00:38:14] Connor Jeffers: The problems that used to be problems of scale are now problems for any scale of organization, because every company is a data company, and the expectations of the customers that you work with are, they want you to engage with them at the same degree of capability that large organizations are capable of engaging them with. 
[00:38:32] Connor Jeffers: And I think that that expectation ends up driving how you need to be building and driving your GTM organization. 
[00:38:39] Rob Ainslie: Cool.
[00:38:40] Efficient E-commerce Experience with HubSpot
[00:38:40] Connor Jeffers: Okay, I'll talk about this example, and I think we're going okay on time, but we may be tight on the end, but we're having so much fun. 
[00:38:49] Connor Jeffers: So I think in this example, we talked a little bit about those cbes and being able to use those. 
[00:38:54] Connor Jeffers: You can use them across the product organization, and you can be putting them into HubSpot, but you can expand that into other pieces. 
[00:38:59] Connor Jeffers: So what we see a lot is organizations that are doing commerce and maybe augmented ecommerce, whether it may be this sort of b to b commerce experience or something to that effect, and being able to have that behavioral event data for cart actions, purchase data, and you can start to trigger and power all of that automation in HubSpot off of those events themselves. 
[00:39:19] Connor Jeffers: So, in this example that we're sort of showing here, right? 
[00:39:22] Connor Jeffers: You have sort of what these ctas are, they're sitting on the site. 
[00:39:25] Connor Jeffers: You can be powering them through that e commerce experience. 
[00:39:27] Connor Jeffers: Your site doesn't need to be built on HubSpot to do this either. 
[00:39:30] Connor Jeffers: You can integrate it with whatever you're using on that kind of front end, but you can analyze someone's spending across everything that they're doing and then target them with whether it's accessories, it's compatible products. 
[00:39:41] Connor Jeffers: It's other items that might be relevant to that user because you have all of that data coming into HubSpot and being stored. 
[00:39:47] Connor Jeffers: You can build lists off of it, you can build segments off of it. 
[00:39:50] Connor Jeffers: You can start to power that in all of your GTM systems natively. 
[00:39:53] Connor Jeffers: And I think the extension of that as well as Alec talked about at the top end, is piping that into all of your associated ad platforms and everywhere else that you might be engaging with that customer. 
[00:40:03] Connor Jeffers: And I think historically, as we kind of just talked about, that was really in the realm of the biggest, most sophisticated commerce Internet retailers that existed. 
[00:40:12] Connor Jeffers: And with a lot of these tools, you can sort of bring that into any element and any level of an organization. 
[00:40:18] Connor Jeffers: And so right inside of HubSpot, you can build some of those lists right off of that data.
[00:40:23] HubSpot Experience with a Haircare Brand
[00:40:23] Connor Jeffers: Rob, I know that you mentioned at the top end, before I move on, that you had a story relevant to this that I want to give you the opportunity to share if you feel like it. 
[00:40:32] Rob Ainslie: Absolutely. 
[00:40:32] Rob Ainslie: So I worked with a large haircare brand that was leveraging HubSpot for their e commerce reporting and messaging, as well as they have a direct to salon sales branch. 
[00:40:45] Rob Ainslie: And so they were looking for a system where they could combine the data from both of those lines of business and go to market motions. 
[00:40:52] Rob Ainslie: And one of the things that was really helpful for them was adding custom behavioral events for many things. 
[00:41:01] Rob Ainslie: But essentially, like every product view, we had the detailed data about what product was viewed by what user. 
[00:41:10] Rob Ainslie: We captured every stage of their cart journey. 
[00:41:14] Rob Ainslie: So from clicking the add to cart button to being in the cart to going to the checkout shipping page, and then we also leveraged that data not in a products purchased event. 
[00:41:29] Rob Ainslie: So we initiated an event completion for every product purchase. 
[00:41:33] Rob Ainslie: In addition to having that data represented as a standard line item and deal, what this allowed them to do is if we think way back to the PLG customer journey analytics chart that we showed, is they could build that pathway journey for every event along the way and layer in. 
[00:41:52] Rob Ainslie: Is this a person that maybe is buying via e commerce but also is a salon sale? 
[00:42:01] Rob Ainslie: Or could just be as simple as who is going from this ad set to interacting with our product quiz. 
[00:42:08] Rob Ainslie: They have a product quiz that recommends what hair care products are right for your type of hair. 
[00:42:14] Rob Ainslie: Then we can see were those successful added to cart and did they eventually check out. 
[00:42:20] Rob Ainslie: So by leveraging multiple models of data, events and objects all moving through the pipeline, eventually on the HubSpot lets us just do so much more with it. 
[00:42:33] Rob Ainslie: Love it.
[00:42:33] Leveraging Data for Engaging with Customers and using Product Usage Data for service routing
[00:42:33] Connor Jeffers: Thank you for sharing to get into sort of the final big category here, but sort of something that's into this element is data that maybe is not directly tied to those sales or marketing use cases, but that you can leverage throughout the organization. 
[00:42:48] Connor Jeffers: So an example that we run into a lot is folks in professional services organizations. 
[00:42:54] Connor Jeffers: They're largely, whether they're billing by time and materials or they're just tracking time and data entries and staffing and capacity, and they're trying to get a handle on that. 
[00:43:02] Connor Jeffers: Being able to reference and represent that inside of HubSpot allows them to start to weave this data into how they're engaging with customers. 
[00:43:11] Connor Jeffers: So some of this is examples that we at aptodate actually use in terms of how we power our teams to engage the customers that we serve, which is the information on what are the active projects, what's the budget on those projects, how many hours have been consumed, what's the cost rate, what are the margins, all informs how those teams interact with and engage with the customers that they serve. 
[00:43:33] Connor Jeffers: And so being able to represent that in HubSpot allows you to not only get a view of it, but then you can report on all of this in HubSpot as well. 
[00:43:39] Connor Jeffers: And you can do this whether it's by individual team or it's individual account. 
[00:43:43] Connor Jeffers: We've seen organizations that, especially those that serve like there's honestly a pretty wild business, but like a cleaning organization that largely serves multi building owners in New York and government entities. 
[00:43:58] Connor Jeffers: And so they don't have a large number of specific account level customers. 
[00:44:01] Connor Jeffers: But all of those account level customers manage dozens or hundreds of buildings or properties. 
[00:44:07] Connor Jeffers: And so being able to represent all of this gives them that kind of account health type of view. 
[00:44:11] Connor Jeffers: You can also start to embed this into company records in HubSpot, which is pretty cool, some of the new UI customizations, but surfacing this data and exposing it so that as you're engaging with and managing your customers, you're knowing information that's coming from other parts of the business and you're surfacing it right to people where they spend their time. 
[00:44:30] Connor Jeffers: Another element of this is being able to create those scores and start to take elements of your GTM process. 
[00:44:38] Connor Jeffers: And whether you're reporting on it or whether you're actioning that data, you can also start to use it across other HubSpot and CRM platform type of functionality. 
[00:44:46] Connor Jeffers: So this example is you can build sort of scoring. 
[00:44:49] Connor Jeffers: So sort of a take on sort of lead scoring, as you might look at it from like a marketing perspective and leveraging that functionality to power other experiences in the organization. 
[00:44:58] Connor Jeffers: And so you can start to calculate the level of sophistication that a customer has based off of all that CBE data. 
[00:45:05] Connor Jeffers: So you can start to determine how advanced is their usage of the product. 
[00:45:09] Connor Jeffers: How many features have they used, what product tier are they on? 
[00:45:11] Connor Jeffers: How many projects have they created? 
[00:45:13] Connor Jeffers: This is from an example of a customer that we work with that has kind of this self served design framework type of product. 
[00:45:21] Connor Jeffers: And so people build different projects, people create and sync all this data. 
[00:45:25] Connor Jeffers: And what we want to know is how much are they leveraging the product? 
[00:45:28] Connor Jeffers: Because if they're somebody who's starting to activate a lot of these additional features, we probably want to support them a little bit differently, right? 
[00:45:34] Connor Jeffers: Like if they're coming in through our support channel, we want to give them a more sophisticated support experience so we can use that data inside of our ticket and our service platform to build a workflow and route tickets based on how sophisticated the usage of that customer is. 
[00:45:51] Connor Jeffers: And so now that we know how they're using the application itself, we can determine what level of support should we be providing to that customer. 
[00:45:59] Connor Jeffers: So if they have a high degree of sophistication, we're maybe routing them to senior tier support agents, because it's probable that some of the base level elements they have already been able to solve, and we're reducing the friction and frustration they're going to have in engaging with our support team by routing them based on the sophistication which we're grabbing all from their product usage data. 
[00:46:19] Connor Jeffers: So really tying that GTM structure into the data that we have on those customers. 
[00:46:24] Connor Jeffers: Another example that we run into pretty often is manufacturing organizations. 
[00:46:28] Connor Jeffers: Manufacturing is a super interesting vertical because you get organizations that are actually pretty complicated in terms of the number of skus that they manage, the complexity of their business process, they have lead times, they have tons of inputs, they have tons of products and customers and distributors, but generally they're pretty underserved from a technology perspective. 
[00:46:47] Connor Jeffers: And so what we find, it works for some of these organizations is to go and integrate and connect to some of their SKU data, because they typically have thousands of inputs and skus and elements, and start to bring that back into HubSpot itself, which then allows us to be able to start to route different tickets and start to route support, or start to route our sales organization based off of that information. 
[00:47:11] Connor Jeffers: So if we know, for instance, somebody recently had a part, that part has a probability of breakage, or it has sort of different support requirements or maybe it has consumables. 
[00:47:23] Connor Jeffers: We see this in sort of like medical organizations as well, where they have machines and then they're selling large amounts of consumables. 
[00:47:28] Connor Jeffers: Being able to track how many consumables and what that consumption rate is and then trigger engagement with that customer based off of how much that they're consuming and how much they're actually doing with that goes a really long way for how you can start to automate all of this.
[00:47:42] Leveraging & Synching Data with Reverse ETL
[00:47:42] Connor Jeffers: And I think these are examples and I have A-Q-A placeholder slide here and we are very much out of time. 
[00:47:49] Connor Jeffers: This has been so much fun. 
[00:47:52] Connor Jeffers: The only thing that I would sort of add on this and maybe we'll switch this from Q a to parting notes. 
[00:47:56] Connor Jeffers: I think if you take anything from this, if you're on the GTM side of an organization and you know that you have some of this data, find a way to get it into your CRM platforms, find a way to get it into the tools that you actually use. 
[00:48:08] Connor Jeffers: None of these examples that we went through, I think all of them can sound very sophisticated and very hard. 
[00:48:14] Connor Jeffers: These are all point and click, non engineering, non high degrees of complexity to be able to build and execute and set up straight in your GTM platform. 
[00:48:22] Connor Jeffers: And I think you can do a lot of that. 
[00:48:24] Connor Jeffers: And if you're on the data side and you get a lot of these requests from your GTM organization, and you have this never ending list of things that people want you to do, that's not focusing on what you're tasked with doing. 
[00:48:34] Connor Jeffers: Maybe point them in the direction of high touch and reverse ETL and HubSpot and CRM platforms and help them equip for how they can solve some of these problems. 
[00:48:42] Connor Jeffers: Robert, Alec, I'll let you guys add any parting notes as well before we close out. 
[00:48:47] Connor Jeffers: And while they're doing that, we have a guide for all of this. 
[00:48:51] Connor Jeffers: You can grab it at this link, you can grab it from the QR code. 
[00:48:53] Connor Jeffers: Feel free to do that as well. 
[00:48:55] Alec Haase: Yeah, I think the one thing that I would bring up here is although these use cases are the ones that we just went through, they're super powerful and they may seem relatively complex to set up. 
[00:49:03] Alec Haase: What's really nice is this whole concept. 
[00:49:05] Alec Haase: You can get started one step at a time, right? 
[00:49:07] Alec Haase: Like we talked about, you probably have purchase events in your data warehouse. 
[00:49:11] Alec Haase: We'll just set up that as a sync, right? 
[00:49:13] Alec Haase: Like take it one event at a time, one use case at a time, get used to that data flow and then you can really build out from there. 
[00:49:20] Connor Jeffers: If we weren't able, I realized we ran a little bit out of time for questions. 
[00:49:24] Connor Jeffers: If you guys have anything, I know that all of these guys here are happy to talk to you. 
[00:49:29] Connor Jeffers: They have teams behind them that are happy to talk to you. 
[00:49:31] Connor Jeffers: If you're interested in executing any of this, feel free to reach out to me. 
[00:49:35] Connor Jeffers: If you're interested in high touch, reach out to Alec. 
[00:49:37] Connor Jeffers: If you're interested in HubSpot stuff, reach out to rob. 
[00:49:39] Connor Jeffers: We have Linkedins here, we have emails here. 
[00:49:41] Connor Jeffers: Please reach out to us and we'd be happy to field your questions in a one to one basis given that we consumed all of our time sharing all these use cases. 
[00:49:50] Connor Jeffers: But this was awesome. 
[00:49:51] Connor Jeffers: I do a bunch of these. 
[00:49:52] Connor Jeffers: This is one of my favorite ones we've done. 
[00:49:53] Connor Jeffers: Felt super, really good examples. 
[00:49:56] Connor Jeffers: Thank you guys both so much for coming and sharing your insights. 
[00:50:00] Connor Jeffers: It means the world to us. 
[00:50:02] Alec Haase: Thanks for having us. 
[00:50:03] Rob Ainslie: Absolutely. 
[00:50:03] Rob Ainslie: It's fun. 
[00:50:04] Connor Jeffers: Thanks everybody. 
[00:50:05] Connor Jeffers: Thank you so much for coming by. 
[00:50:07] Connor Jeffers: And if you're on the recording, thanks for checking it out. 
[00:50:09] Connor Jeffers: Bye. 
[00:50:10] Connor Jeffers: Everybody's.

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