Hey everyone, we have our in-house app which syncs with Amplitude app, and display our user data in live environment with all the events and actions users are doing in the app. I am looking at moving that user data into HubSpot, which currently is being used for sales outreach & prospecting purposes with company , deals & contacts being used the most. Some questions:
1. Is it viable to have product user data in HubSpot? Why/Why not? 2. If I need to move the user data to HubSpot, where should it be stored: Contacts or custom object (considering that we can treat is as our main database to rely on)?
3. If I move to contacts object, how to not mess up between prospect data and live user data? 4. Where do companies usually store their app user data?
Hi @SahilBahri, I don't have an in-depth answer but will provide some high-level thoughts.
HubSpot has the ability to separate leads (if on Sales Professional or Enterprise Hub) and contacts.
You can create custom properties if you don't see existing properties to sync to for your data coming from Amplitude. Custom properties will exist at the object level they're created. Once you have the proprties identified in HubSpot, you could begin connecting Amplitude with HubSpot via APIs.
Or, have you taken a look at the Amplitude integration with HubSpot?
That may be a place to start to speed up the initial buildout. I don't have specific experience with Amplitude but wanted to chime in with some thoughts to keep the conversation flowing.
Hi @SahilBahri this is a great question. I run a PLG company so we have to store a lot of product data in HubSpot as well to trigger marketing journey. We get data from two sources into HubSpot - Mixpanel and Internal Database(PostgreSQL).
We have made use of custom properties under the 'Contacts' object where we aggregate a few data points and store them. Based on this we trigger marketing emails and even sales teams use these data points.
Here is our workflow:
Bring data from Mixpanel and Internal Database into Google Sheets. (this is automated)
Clean and aggregate some metrics(We use Appscript to do aggregations, this automatically happens when data comes into the Google Sheet daily)
Push this data back to HubSpot automatically using Superjoin's HubSpot connector that allows 2-way sync between HubSpot and Google Sheets.
Hope this helps. We don't know if this is the best solution or not, but this works for us really well!
I’ve also looked into getting live user data from our app into HubSpot, and it can definitely get a bit technical depending on your stack. If you end up considering integration platforms, like Skyvia, or some others, this page gives a quick overview of some options. Sometimes seeing a few examples helps to figure out the best approach.
I’ve also looked into getting live user data from our app into HubSpot, and it can definitely get a bit technical depending on your stack. If you end up considering integration platforms, like Skyvia, or some others, this page gives a quick overview of some options. Sometimes seeing a few examples helps to figure out the best approach.
Integrating your live user data into HubSpot is not only viable but can significantly enhance your sales outreach and prospecting efforts. You may have already found a solution, but here's my recommendation.
1. Assess What Data to Sync
Before syncing, identify the specific user data from your application that will be actionable within HubSpot. The big thing here is that you don't want to clutter your CRM for your teams. Focus on data points that:
Inform lead scoring
Indicate customer health
Trigger sales or marketing workflows you mentioned
2. Determine Where to Store the Data
Depending on your HubSpot subscription:
Contacts / Company Object: Suitable for data directly related to individual users or companies.
Custom Objects: Ideal for complex data structures or when you need to maintain a clear separation between prospect data and live user data.
Import: Pull the specific user data you need from Amplitude into a spreadsheet.
Transform: Clean and structure the data as needed.
Sync: Push the refined data into HubSpot, updating the appropriate objects.
This method ensures that only relevant and actionable data is present in your CRM.
4. Embed Live Dashboards into HubSpot
If you can't build everything you need as far as reporting goes in HubSpot due to any limitation, with Coefficient, you can create dynamic dashboards in Google Sheets that reflect real-time data.These dashboards can be embedded directly into your HubSpot dashboard using their native Embed feature, providing your team with up-to-date insights without leaving the CRM. I made a video recently on this, let me know if you need it.
By strategically selecting the data to sync and leveraging a super easy to use middleware options like Coefficient, you can maintain a clean and efficient HubSpot environment that supports your sales and marketing objectives.
Hi @SahilBahri this is a great question. I run a PLG company so we have to store a lot of product data in HubSpot as well to trigger marketing journey. We get data from two sources into HubSpot - Mixpanel and Internal Database(PostgreSQL).
We have made use of custom properties under the 'Contacts' object where we aggregate a few data points and store them. Based on this we trigger marketing emails and even sales teams use these data points.
Here is our workflow:
Bring data from Mixpanel and Internal Database into Google Sheets. (this is automated)
Clean and aggregate some metrics(We use Appscript to do aggregations, this automatically happens when data comes into the Google Sheet daily)
Push this data back to HubSpot automatically using Superjoin's HubSpot connector that allows 2-way sync between HubSpot and Google Sheets.
Hope this helps. We don't know if this is the best solution or not, but this works for us really well!
Hi @SahilBahri, I don't have an in-depth answer but will provide some high-level thoughts.
HubSpot has the ability to separate leads (if on Sales Professional or Enterprise Hub) and contacts.
You can create custom properties if you don't see existing properties to sync to for your data coming from Amplitude. Custom properties will exist at the object level they're created. Once you have the proprties identified in HubSpot, you could begin connecting Amplitude with HubSpot via APIs.
Or, have you taken a look at the Amplitude integration with HubSpot?
That may be a place to start to speed up the initial buildout. I don't have specific experience with Amplitude but wanted to chime in with some thoughts to keep the conversation flowing.
Thanks for suggesting the solution Ryan. The only issue with Leads (always associated with contact) and any other custom object is that, they can not be utilized for marketing emails, and considering that the users can be marketed in the future for different campaigns through emails, SMS or whatsapp, neither leads nor a custom object is going to be helpful there.
@Jnix284 I am looking at more solutions here, if you have any ideas.
Thank you for answering @PamCotton ! I would still be interested in getting deep into this. Is creating a custom object (Users) with custom properties to store information on them, and using Custom events to store their actions a viable way moving forward?
Also, what could be these 3rd party integrations that you mentioned?
Yes, it’s possible to store product user data in HubSpot. Using a custom object is ideal for keeping this data separate from prospect data, especially if you want it as a main database. If you use Contacts, make sure to segment carefully to avoid mixing user and prospect info. Many companies store app data in custom objects or with third-party integrations.
