I have recently started a new role in an organization that has just migrated to HubSpot. Its business model is a mix of Product-led SaaS + Partner network (reseller/affiliate).
I was tasked with drafting and implementing a number of sequences to activate free users that have exceed their monthly product use limits and drive plan upgrades.
There are 4 problems I am currently facing:
Most of the relevant product data lives in the back-end and is not connected to HubSpot - I’m collaborating with IT and working on having the important data points available. Certain data points live on Klavyio and are used as sequence triggers.
All transactional sequences live on Klaviyo - So far, only a handful of event-based sequences exist, such as “80% plan use reached” or “100% plan use reached”. Not all scenarios are accounted for yet.
Making a decision where to request these data points to properly target priority vs non-priority users - HubSpot vs Klaviyo. My main concern is not doubling the amount of work IT will have to put in to feed data into both systems. I want to be as deliberate as possible. Problem is that certain data points are relevant to both user groups.
Properly syncing the timing of Klaviyo transactional emails + HubSpot marketing/sales sequences to avoid spamming or incorrect order of sent emails. I am planning to do advanced segmentation on HubSpot and target specific user groups - ICPs, for example. However, it will be hard to properly detect if/when was the last time a specific user has received a Klaviyo email and after how long they should be enrolled in the HubSpot sequence. I looked into the HubSpot <>Klaviyo integration, but it doesn’t seem to track sync enrollment timestamps.
For now, I believe it would be best to keep Klaviyo for all transactional emails - usage limit thresholds, password resets, account deactivations, etc. It would also probably be much cheaper in the long run, as I will avoid having to set them as Marketing contacts on HubSpot.
HubSpot I intend to use for advanced segmentation and targeting only high-potential users, to avoid exhausting our Marketing contact limits, and preventing bulk-enrolments of large user segments, that may result in compliance/domain suspension issues.
I’d highly appreciate your feedback on what would be the proper way to solve this case.
Thanks for sharing your workflow and challenges. It’s great to see your strategic approach to leveraging both HubSpot and Klaviyo based on each platform’s strengths.
What you suggest seems like a good idea: keeping product-triggered operational emails in Klaviyo, and using HubSpot for qualification, segmentation, and targeted sales-assisted upgrade outreach.
Could you share a bit more about the current data flow between your systems? For syncing email activity, have you explored using custom properties or webhooks to bridge key engagement data into HubSpot?
Also, I’d love to hear from our Top Experts: Hi @danmoyle, @Anton and @HubDoPete, how are you balancing a similar setup with SaaS and partner channels? Do you have any tips to share with @PPenev_1, please?
Have a wonderful day and thanks so much!
Bérangère
Thanks for the tag @Berangere. @PPenev_1 I wish I had a good example of splitting transactional emails with more promotional/prospecting emails, to help you ensure you’re splitting the duties well. Unfortunately, I haven’t helped any client with this. If I were to think through this, I’d start it out working with a technical consultant because I think you’re going to need to create some pretty specific communication-control properties in HubSpot, then create rules around them. And I don’t think that’s something that lives in my head.
Honestly, if it were me I’d probably use AI tools like Breeze and Claude to work through this unless you find a HubSpot consultant to go deep with you on this.
@Berangere@danmoyle Thank you for your help! The answer might as well lie in the HubSpot<>Klaviyo integration. I went over the documentation today and saw that it allows to sync HubSpot segments with Klaviyo. This will allow me to keep transactional + promotional emails on Klaviyo, while prospecting emails will live on HubSpot.
Create corresponding Contact and/or Company properties to sync Klaviyo data into HubSpot. Once you got the data in HubSpot, you can start building segmentations (lists). Once this is done, you can use the lists for building workflows to send out emails and such. Note 1: You need the transactional email addon for sending transactional emails
Note 2: If you’re looking for a continous integration look into project apps to create a webhook or similar to keep a sync between Klaviyo and HubSpot
With the right property/properties, you can automate quite a lot. Especially with dynamic lists. For instace things like “If 80% of plan reached, put the user into this list - if 90% of plan reached, but the user into a different list”… Just build your whole logic. Personally I’m a huge fan of lists as they’re super powerful
As mentioned above, you can have a continous sync by yourself. But make sure it’s not a public app as this would go to the marketplace and has whole different requirements.
