Who: Non-technical marketers & sales
Goal: To track customer events and actions in Hubspot (without engineering help) in order to send corresponding communications (E.g. we want to send emails to customers who haven’t submitted referrals in our product with the goal of encouraging engagement, and we want to send emails to customers updating them on their referrals when they reach new milestones in the underwriting process to let customers know what to do or expect next.
Value: This will allow us to tailor communications based on what customers do or do not do, which will further their engagement with our product and improve customer experience.