Woopra Becomes a HubSpot Connect Certified Partner

We’re excited to announce that Woopra has officially become a HubSpot Connect Certified Partner. As a SaaS company, we’re aware of the power of inbound marketing and how effective it can be in attracting and converting high-quality customers. As such, we were impressed to see the synergy between Woopra’s real-time behavioral data and HubSpot’s best-in-class inbound marketing platform.

Behavioral Data + Inbound Marketing= Marketing Superpowers

So, what does the integration do and how can it make you a better marketer?

As part of inbound marketing, marketers build custom landing pages, produce content and nurture inbound leads with drip campaigns.

However, most of these engagements happen in isolation and at the top of the funnel, making it difficult to attribute these actions to the metrics you care about most in the long-term: conversion, ongoing engagement and retention.

This is where the Woopra and HubSpot integration gives you and your team superpowers.

The integration allows you to analyze real-time customer behaviors that impact the entire customer lifecycle — starting from the moment a lead visits your website to the point when a customer becomes a product evangelist and beyond!

Here are just some of the lifecycle events that you can harness with the Woopra+HubSpot Integration:

• Target segments of visitors and customers with laser-focused drip campaigns, based on who they are and what they do.
• Identify your most-engaged users after the point of conversion and pass on product-qualified leads to your sales team.
• Fight churn before it happens by proactively reaching out to at-risk customers leveraging the product engagement data and customer health scores within Woopra.

Create Custom Segments in Woopra to Feed Personalized Email Campaigns

For example, let’s say you’re a marketer at a B2B SaaS company. Your company runs on a freemium model and you’ve put together a new Facebook ad campaign that markets to specific end-user verticals such as finance, healthcare, and education.

Your goal is to not only bring as many free users as possible to sign up for the product, but also focus on bringing the right kind of sign-ups. Those who have a higher propensity to convert into paying customers. Your best weapon to educate free users on the value of your product is email drip campaigns and you need to be laser-focused on content personalization as every industry has different needs and use cases.

The Woopra and HubSpot integration allows you to create highly-targeted vertical-based segments for your drip campaigns. With a few clicks in Woopra, you can build a segment of leads who, for example, came through a Facebook campaign, are in the finance industry, have visited your marketing landing page specific to the finance industry and have browsed your pricing page.

Leveraging Woopra’s triggers, you could automatically enroll this segment of individuals in a ‘Finance freemium users’ workflow in Hubspot to start nurturing leads with the content that is most relevant to them!

Leveraging Behavioral Data to Fuel Lead Scoring

There’s a lot of discussion on best practices for lead qualification. We’ve written a piece specifically on this topic if you’d like to learn a bit more about our approach! We firmly believe that, especially if your SaaS company runs on a freemium model, traditional MQL and SQL metrics are insufficient qualification criteria as they lack behavioral data.

While content downloads and campaign engagement can be indicators of customer fit, additional engagement criteria such as product engagement and corporate fit data take this qualification to the next level. If you get thousands of signups a month, adding in these elements allow you and your sales team to focus efforts on high value customers. This is called the Product-Qualified Lead and, when built correctly, can transform your lead scoring and improve lead conversions at or near 50%!

With the Woopra and HubSpot integration, qualifying leads with additional criteria such as engagement data is simplified. For example, let’s say that your most engaged enterprise leads did the following:

• Read your documentation section
• Clicked on the emails at least 3 times
• Used your key product offering (whatever that is for you) at least 5 times within the last 7 days
• Downloaded your mobile app
• Reached their action limit at least once
• Left a positive NPS score

Now let’s build a segment of these users in Woopra and add them to a list in HubSpot:

Voilà! Now your sales team has a list of highly-engaged opportunities, and even more importantly, relevant context to start conversations with these users. You can also integrate Woopra with Salesforce and Slack to ping your sales team when these leads are qualified and automatically update their lead status in Salesforce!

Fighting Churn with “Healthy Customer” and “At-Risk Customer” Segments in Woopra

Finally, let’s take a look at how the Woopra and HubSpot integration can help you to fight churn. We all know how deadly churn can be for a SaaS business when you leave it unattended. Here at Woopra, we strongly believe that marketers should analyze the entire customer journey, which includes churn and extends over traditional “top-of-the-funnel” metrics that marketers often use to measure success.

First, you need to identify what actions and events can lead to customer churn in your organization. This could be data such as login frequency, number of employees signed up for your product in an organization, feature usage, etc.

After identifying these behaviors, you can create a dynamic segment in Woopra based on this criteria. Companies and individuals will join and leave this segment when their behavior matches the criteria you’ve defined. You can label this, for example, “At-Risk Customers”.

For this example, let’s say “At-Risk Customers” are those who:

• Signed up for a paid account
• Haven’t logged in to their web accounts within the last 60 days
• Haven’t opend the mobile app within the last 60 days
• Haven’t opened a single email within the last 90 days

Creating this segment in Woopra, allows you to instantly sync it to HubSpot for enrollment in drip campaigns or to notify your support team.

You can target these customers with automated emails, reminding them to login and try new features, or share a promotion to re-engage them. The opportunities are truly limitless!

That was just one of the examples of how you can leverage our HubSpot Integration. We would love to hear from you how the HubSpot and Woopra integration makes you a better marketer. Feel free to shoot an email to vlad@woopra.com with you story!