OWN HUBSPOT DATA AS A SQL DATA SOURCE
For some business, the data warehouse use case starts with just having easy, fast, reliable access to their source data. Rather than having data buried in SaaS systems, they want to have their own trusted data set.
1. Own Your Data
By now, every analyst and marketer and CxO knows about the modest data privacy law, otherwise known as the General Data Protection Regulation (GDPR), and the myriad ways it can impact how businesses collect and process data. A quantum leap in providing transparency to customers, GDPR has stoked a wildfire of incentives to want to have easy access to data.
Fusion does more than just replicate your HubSpot data as raw records. It replicates all raw records from all of your connectors, which also doubles for the purpose of data migrations and backup. Backing up this trove of SaaS data ensures you protect an increasingly valuable asset.
Another great use case? Say you want a one-way sync of HubSpot CRM data (accounts, contacts, opportunities) to another system such as Microsoft Dynamics Great Plains. Fusion pulls all these tables into an on-demand warehouse which serves as a SQL data source to feed HubSpot data to any ERP, Finance System, or customer app that supports MySQL as a data source. To test it out, simply start a free trial.
ENABLING ANALYSIS & BUSINESS INTELLIGENCE
Business or marketing analysts can do more with their data from HubSpot with their Fused Database.
2. SQL data set for Analytics, Reports, Dashboards, & BI Tools
There are scores of great tools on the market right now — Tableau, Quicksight, Looker, YellowFin, Power BI, MySQL Workbench, Metabase, and more — to which you can connect your HubSpot data along with data from other cloud applications. As a relational database and data warehouse architected to store and manage data, Fusion is an ideal SQL dataset for connecting to the leading BI tools on the market. And because data warehouses are meant to store multiple data sources, analysts can let Fusion combine their HubSpot data with other data sources and create a live connection in almost any analytics or BI tool. The result is what every analyst hopes for: speed, ease of use, a dataset they can trust, and one they’ve had organized on their behalf.
3. Visualizing customer funnel by stage
Every customer funnel has many stages, any of which can either be categorized as pre-purchase or post-purchase. Pre-purchase stages include engagement (brand awareness), education (problem identification), research (investigating solutions), evaluation (testing, trials, assessment of needs), and justification (quantifying value, getting internal buy-in). After purchase, there is adoption (onboarding and implementation), retention (satisfaction and success), expansion (upsell, cross-sell), and advocacy. Given that every one of these pre- and post-purchase stages can further be broken down, you’ll want an easy way to unify your customer data to visualize the customer funnel. And since HubSpot data often only covers a portion of these stages, Fusion finishes the job by giving you access to all the other relevant data sources. Once you’ve connected your HubSpot data with other data sources, visualizing the stages of your customer funnel are much easier. And you can do it in any BI tool.
4. Visualizing velocity by stage
Sales velocity refers to the average amount of time it takes to close a deal. With Fusion you can unify data across cloud applications like HubSpot to analyze your funnel by stage, over a specified time period, so as to effectively visualize velocity.
5. Activity Analytics
There is a massive pro & a massive con to activity data. The pro is that activity data is easy to collect - no campaigns to tag, activity data just automatically accumulates in HubSpot or other SaaS systems. The con is that it’s unstructured, and historically there hasn’t been a lot you can do with this data.
This is why feeding activity data from HubSpot and other SaaS applications to a BI tools can be so valuable. Now you can aggregate activities by type, and look at how specific activities are related to your goals and outcomes. You can get to the types of insights you’re looking for, without the traditional pain of elaborate campaign tagging.
As a HubSpot customer, you’ll want to know which activities win new customers, as well as the marketing and sales activities that contribute to making current customers more successful.
We should note that at this point, the type of HubSpot data available through the API is sales activity - including tasks and any sales activities logged. It does not include marketing activities unless they are specifically created as tasks using HubSpot workflows.
6. Enable cross-object analysis with linked tables
This gets geeky but it’s were data analysts and those hands-on with SQL queries really appreciate the value Fusion brings.
While joins are straightforward once you get the hang of them, your tables must each include at least one field in both tables that contain comparable data. So if want to join a Customer table and a Company table, they both must contain a common element, such as a CustomerID column, to serve as a key on which the data can be matched. For this reason joining HubSpot objects with data from other cloud applications, each with its own API, can get very technical and result in overly complex queries.
Fusion’s links tables allow you to create relationships across the various objects. For instance, in HubSpot you have a Contact. In Salesforce you have a Contact tied to an account. If Jane Doe exists in both systems, using the links tables you can return a report with all the data that relates to Jane Doe from all the connectors you have. The great thing about this is you don't have to key on a certain value. Nor do you have to conjure criteria for which keys to join your objects. Your data is much more accessible to work with. It's standardized and up-to-date. You can do the analysis in a single day.
7. Simpler ad hoc queries without joins or other database functions
With Fusion, you might not even need joins. All your HubSpot contacts are already combined with your contacts from other systems in one fused_contacts table. And the same notion applies for all other Fusion objects (Company, Opportunity, Event, Activity, Product, Order, etc.), which means you have simpler ad hoc queries without joins and loads of other database functions. Your Fusion HubSpot feed maintains object relationships, enabling you to build your own flexible closed loop reporting of HubSpot analytics. And with the data in SQL format, you’ll have flexibility in slicing and dicing the data, and formatting your own reports without limitations.
CLOSED LOOP REPORTING - ACROSS ONE OR MORE SYSTEMS
If you are only using HubSpot, Fusion can help you visualize how your marketing data is connecting to outcomes - opportunities, pipeline or customers acquired. And if you are connected additional downstream systems to your Fused warehouse, you can further illuminate insights around successful, or even profitable, customers.
8. Connect Marketing Sources or Activities to Business Performance Outcomes
This section covers multiple outcomes you can look to track on your contacts, bucketing based on marketing data such as the lead source.
For all of these, there are multiple ways to analyze these. Lead source is a flexible model whereby you can tag your leads based on one or more data points - typically incorporating the marketing channel, calls to action and details around these.
HubSpot has the added benefit of automatically collecting data stored in the HubSpot Data Source 1 & 2 fields, which can also be used for these types of analytics. HubSpot Data 1 will automatically buckets your lead into organic, paid, referrals, direct, social media and email, so that you can see a gauge of closed loop performance trends for each of these channels.
Analyzing your marketing activities is possible if you are only using HubSpot. But analyzing all your marketing activities will be particularly challenging without a data warehouse. If you’re, say, using a third party CRM or customer success system, it behooves you to fuse your HubSpot data with other customer data sources since HubSpot contains vital data on your prospects and customers. In other words, HubSpot becomes an even more powerful asset when combined with other customer data sources such as sales, support and finance data.
9. Connecting lead sources to pipeline
Pipeline as an outcome metric, is a nice KPI to look at how your joint marketing & sales engine is performing. By looking at how marketing sources are converting into pipeline, you can see how much success sales his having and how that is translating to potential $. You can pull in other forecast percentages to look to convert that to forecasted revenue, as well.
HubSpot is an excellent supply of data about lead source. Little good does this lead data do you when disconnected from your pipeline. With Fusion, you can bring your lead source data together with sales dashboards.
10. Connecting lead sources to bookings
Whereas pipeline is a forecast of potential revenue, bookings is a metric that tells you unquestionably, the financial impact from your sales and marketing activities.
Short and sweet, the most important object for connecting HubSpot lead sources to sales bookings is Fusion’s Opportunity object, which you can access via the fused_opportunity table in your BI tool after connecting your Fusion warehouse.
For example, internally you might track bookings with a Salesforce report such as “Opportunities with a Zuora subscription”, which would require a Zuora subscription to be added to an Opportunity lookup field in order for the opportunity to be marked “closed-won”. Usually an opportunity has two dates associated with it — a closed-won date and subscription start date (when the customer is actually billed) which gets set anywhere between 1 to 30 days in the future.
Today, this is the standard booking model. Tomorrow, there should be zero difference between when sales marks the closed-won date and the customer’s start date begins.
Well, welcome to tomorrow. Because today I can attribute both where my deal came from with my HubSpot lead source data and all the subscription start dates in my other system. By accessing the fused_contact table I get all my lead sources together. And with the fused_opportunity table I return all my start dates. Using the links_contact_opportunity table I can easily join these two together. And what results is truly magical: I’ve connected all my lead sources to all my bookings in one fell swoop, and with hardly any effort.
11. Connecting lead sources to customers acquired
In a similar vein, you can connect HubSpot lead source data with closed-won deals in Fusion by accessing the fused_contact and fused_opportunity tables.
The beauty of this lies in its simplicity. Typically, leads and deals are siphoned off into two stages. Joining all your contacts to all your opportunities bridges this gap.
Note that this use case could vary depending on your systems. For instance, there are some CRMs that have an additional step involved. Often this field is an opportunity contact “role”, where a role name (e.g. “decision maker”, “business stakeholder”, etc.) will identify who the contact is in the context of the opportunity.
If this scenario resonates, then you’ll want to link company to opportunity instead of contact to opportunity. You can also do both. Either way, joining the fused_contact and/or fused_company with the links_contact_opportunity table will connect your HubSpot data to fused_opportunity. The net gain: marketing can align lead campaigns with sales forecasts for the number and dollar amounts of deals that will close in a given period of time.
12. Connecting lead sources to successful customers
Great lead sources and sales pipelines go only so far if your customer churn rate is sky high. You should therefore want to connect lead sources to successful customers as well.
Fusion is great at helping to detect churn. First, you don’t have to wrangle data from HubSpot, copy-paste data from other systems and .csvs, create workflow diagrams, or join tables from your customer support system. Instead, all you have to do is tie your fused_contact and fused_company tables to your fused_tickets tables.
For example, let’s say you use HubSpot to acquire leads and HelpScout for ticketing purposes. The latter lacks an Account object. And even if you use Zendesk or FreshDesk, which have an Account object, the accounts in the support systems are managed separately from the accounts in HubSpot.
With Fusion, tickets, contacts, and companies are automatically linked together, so reports can be generated at the click of a button. Specifically, you could compare HubSpot lead source data to your incident rate (tickets / time). All you’d need to do is access the company_ticket_links table to tie support cases to accounts, companies, or contacts stored in HubSpot.
Such a unified view allows HubSpot customers to compare which accounts might be more prone to churn based on their relative incident rates. Then, once you’ve identified accounts you want to make more successful, your customer success team will know who to reach out to and why.
Consider this use case seriously, because by preventing churn you keep existing customers happy, which research shows is many times more profitable than drumming up demand for new business (Bain & Company).
13. Connecting lead sources to profitable customers
Successful customers aren’t necessarily the most profitable. They may use your product very well and for long periods of time, but their loyalty comes at a cost to customer success teams and account reps.
Of the lead sources you capture in HubSpot, then, you should strive to find out which have transitioned from the healthiest sales prospects to the most profitable customers.
As Fusion gives you a consolidated view of contacts, companies, and opportunities, you’ll also want to measure in-product engagement. If you use HubSpot in tandem with a product like Intercom, it’s possible to connect your lead source data to profitable customers by measuring how often and expertly they’re using your product against how much support and assistance they require from customer success teams. Again, we return to the fused_contact and fused_company tables for HubSpot lead source data; to Fusion’s ticket table for support data; then we add activity analytics to the mix to see how deeply customers are using the product. Such a trifecta enables HubSpot users to swiftly connect lead sources to profitable customers.
14. Build your own attribution reporting
An attribution report can help you understand the journey a visitor takes from the first time they enter your website to the moment they become a customer.
If you are pulling data from multiple marketing systems, Fusion gives you the raw materials to build your own attributing reporting. Take data from HubSpot, take data from other marketing systems, and build your own reports looking at the touches across the buyer journey.
DATA WAREHOUSE USE CASES
These use cases center around the types of things you can do by having a data warehouse “sitting behind” your SaaS applications such as HubSpot.
15. HubSpot Multi Portal Use Case
Fusion allows you to aggregate HubSpot data across multiple portals, giving you a unified view of contacts, accounts, and opportunities. We often hear from companies who have multiple HubSpot portals for one reason or another, but thus therefore lack a unified view across those portals.
By hooking up each HubSpot portal to a Fusion Data Warehouse, you can create a single view across all the HubSpot portals. If the same person or account exists across multiple portals, it can be unified into one. And you can build your own reports which cover each line of business / brand that is split across each of the portals.
16. Feed HubSpot Data to a Custom Application
Virtually every business of any size has some unique customized applications. You could want a form submission in HubSpot to trigger a webinar invite two days later. Or you might want an application to generate a customized quote.
The trouble is that building these custom applications demands an enormous amount of effort. You might have to learn the APIs for three different SaaS applications; resolve the data from each into a common schema to create a database; extract data from every application into the database; write a most recently updated rule to handle conflicts; code for continuous detection of changes from all three SaaS applications — all this before you’ve even tested or deployed the custom application to end users.
17. Build Your Own Reporting Dashboard
A fused dataset makes this process a whole lot easier. You just connect your data sources, then let all the matching, de-duplicating, conflict resolution, and modeling take care of itself. In minutes, your warehouse is equipped with a universal schema, and ready to feed SQL data right into your custom applications.
Every cloud application is unique. All capture, by design, data from different channels — web forms, picklists, chat bots, emails, support tickets, sales quotes, and so forth. To craft a dashboard, then, you need to format the data, learn the various schemas, transform them into one, build a database, and test your model. Even if you just use HubSpot and no other SaaS applications, you probably want to build your own reporting dashboard outside of HubSpot. To do so would require making calls to APIs, which impose strict rate limits depending on your plan.
With Fusion, you’re not beholden to any of these steps or limitations. You have an on-demand data warehouse that gives you the flexibility to build your own reporting dashboard according to the needs of your business.
18. Lead source report with drill down by lead source
A pipeline report with drill down by sales rep or account will invariably lead you to grouping customers by stage, such as ‘Onboarding’ or ‘Established’. Fusion makes this possible to do using your HubSpot data together with the data from your other SaaS applications. And many BI tools like Yellowfin and Microsoft Power BI complement this functionality with their drag-and-drop interfaces and canned high-level reports to which you can drill down on lead source from HubSpot.
In Yellowfin, for example, visualizing your Fused Warehouse can grant you a summary of campaigns, revenue, costs, and ROI. Campaign Analysis also provides insights on areas such as Revenue by Media Category, Agency Sales by Profitability, Profitability by Customer Age & Location, and Breakdown Revenue by Campaign & Demographic. You can also see both the Total Pipeline Value and Value Remaining based on the Forecast to Win percentage. So sales executives can see their individual reps’ performance by opportunity, and leads by source.
In Power BI, you might drill down into all our sales deals over time, broken down by business unit. And you could also drill down from year to quarter. If you care about months instead, in the Visualizations panel you can add whatever level of specificity to the Axis. Or you could select the closed_date, amount, and territory, where the territory originates from the Company. All you’d need to do is drag these fields in the order that makes sense for your analysis in order to visualize your deals by territory and break them down by whatever business unit you want (like engineering or marketing).
Yellowfin’s campaign analysis and Power BI’s drill down function are just a few concrete examples of how to use your Fused Warehouse and HubSpot lead source data effectively. The takeaway here is that after loading data from multiple SaaS applications by the objects (Company, Contact, Opportunity) you care about, you can tweak the data however you want.
19. View account scores across multiple systems
The success of your business now relies on retaining and growing revenue from your customer base, which entails making sure your customers are healthy by measuring account scores across multiple systems.
With a Fused Database, tickets, contacts, and companies are automatically linked together. HubSpot might use the Net Promoter Score, or NPS, to help you measure loyalty and customer satisfaction, on a scale of 0-10, as a benchmark of how willing customers would be to recommend your company to others. Another system like Salesforce, meanwhile, has data such as renewal date and average recurring revenue (ARR) per customer. And a support system like HelpScout could have ticket data, specifically unresolved incidents, that also inform your account scores.
Fusion gives you the ability to see all of these account scores in one place, simultaneously, so you can get a holistic view of customer success and more realistic picture of their satisfaction with your organization.
20. Account-based roll-ups
The above hints at account based roll ups, a method of aggregating data about leads, activities, support tickets, and sales data, all in one, by account. In other words, account-based roll-ups combine data from related records to give you a more holistic picture of an entire account, or company. Regardless of whether you data is generated by HubSpot or any other cloud application, you can see active customers and contacts by industry or country; sales & marketing activities; opportunities; churn rate; tickets; customer success scores; and high value customers approaching renewal -- all in one place.
Account-based roll-ups provide you insights by aggregating data at an account or company level, so you can draw meaningful conclusions. When organized at an account level, data has more meaning than when it’s scattered across dozens, or even hundreds, of individual records on leads, tickets, or activities.
Rolling up ticket and company information by account is extremely valuable because it lets you understand an entire account’s support experience with your business. You could answer questions like:
- What is the average number of tickets per account per month?
- What are the Company and Contact properties for each ticket profile?
- What is your combined satisfaction rating?
- What is the average number of tickets or conversations for a new contact?
Account-based roll-ups are also beneficial for viewing data about leads by account. You could questions such as:
- How much have you invested in targeting a specific account?
- How much pipeline revenue was generated by that account per campaign?
- How many interactions were needed before the account was converted to a customer?
- What was the medium (e.g. phone, email, chat, etc.) for these interactions?
- What was the optimal sequence of interactions that most effectively led to the acquisition of a new customer?
There are many more examples, but we provide these to give you a taste and hopefully get you thinking about the possibilities.
Ready to feed your HubSpot data to a Fusion data warehouse? Try it for free.