Three ways to mobilize your customer data for lead gen with Twilio Segment and HubSpot

When you integrate a powerful Customer Data Platform like Twilio Segment with HubSpot, you can unlock more lead generation opportunities. Here’s how.

By Segment

Customer-facing teams can provide a better experience when they can keep a finger on the pulse of their customer base. Customer data is a key component to any business operation, allowing marketing, project, and leadership teams to fully understand the individual journey that each customer takes. 

But unless all collected customer data is available in one central location, it’s not worth a whole lot.

No matter the industry, company size, or team type, it’s important to get a handle on lead and contact data while also capturing user activities. But the next step is even more important. By merging all customer-related data across prospecting, sales, marketing, and customer success, you can learn more about what your audience cares about and where there’s friction in the customer experience. 

Teams who use platforms like the Twilio Segment integration with HubSpot can easily make data-driven decisions on how to manage their leads and leverage existing customer activity information as they move forward with marketing campaigns and other key business activities.

Why centralize data using a CDP? What’s the importance of real-time data syncing? 

In a world where 69% of business leaders are increasing their investment in personalization even during uncertain economic times, using effective customer data centralization tools like the Twilio Segment HubSpot Integration is more important than ever. As a powerful HubSpot CRM integration, the Twilio Segment CDP serves as the data pipeline for teams of all sizes in industries like retail, B2B, financial services, healthcare, and media. That’s where real-time data comes in. 

Teams can easily access centralized customer data as opposed to having to pull information together from multiple points, cutting back on an overwhelming flood of data, and automatically getting it done in real-time. Marketers, salespeople, customer success reps, and analysts have a complete data toolkit at their fingertips, with zero risk of stepping on each other’s toes during customer outreach.

Benefits of using centralized customer data 

When activating a business’ data, most teams are looking to solve personalization and attribution reporting challenges. 

On its own, it’s a customer data platform (CDP) that helps to save time and energy by unifying all of a company’s connections into one central location. 

But using the HubSpot CRM integration with Twilio Segment, company wide teams, including those in marketing, sales, and customer success, are able to seamlessly capture user activity and manage leads, contacts, and companies. Users have the flexibility and customization to define mapping between data from their sources and the data that Twilio Segment sends to HubSpot — all with no code required.

Instead of dedicating time to hunting down user activity across multiple platforms, teams can focus on delivering unified, personalized experiences.

Three ways to use the Twilio Segment integration with HubSpot to mobilize customer data

1. Manage all leads, contacts, and companies in HubSpot

Data is essential to business growth today. The global datasphere is estimated to reach 175 zettabytes by 2025 — much in part due to varying enterprises' efforts to collect customer data. And in collecting key customer data to personalize the customer journey, manually uploading lists and relying on individual lead forms has been the standard for too long.

The Twilio Segment integration with Hubspot allows users to include a lifecycle stage, giving teams a comprehensive view of customer data from initial collection to archival via one platform. Twilio Segment provides users with the ability to move contacts and companies through lifecycle stages automatically, allowing teams to streamline internal processes and quickly see where they need to step in.


Use the Twilio Segment integration with HubSpot to configure customer data.

2. Automatically capture user activity data in one place

Easily leverage existing Twilio Segment tracking to sync customer actions into HubSpot as custom behavioral events. When you combine user activity data with marketing and sales data, you can see a total picture of what end users are doing by tracking all custom events that are unique to a business.

Marketing and sales teams can use custom events in HubSpot reports and workflows, providing teams with powerful data in one spot to help drive their decision-making. Twilio Segment customer Fender’s marketing and product teams have been able to effectively improve their marketing campaign performances through cross-team data sharing thanks to Twilio Segment’s unified customer view — just as any team can with the Twilio Segment HubSpot integration.


Track and manage all relationships with end users by storing leads and contacts in the Twilio Segment HubSpot integration.

3. Save resources and time with Twilio Segment’s real-time syncing

The Twilio Segment HubSpot integration saves users time. Teams are able to cut back on the amount of time needed to integrate different sources of truth into the CDP system, as they can easily turn HubSpot on from their Twilio Segment dashboard with no code or dev resources. By cutting out on time spent manually managing data, customer-facing teams can spend more time building relationships and gaining a deeper understanding of the data insights this integration can surface.

All customer data in a HubSpot instance is kept up to date automatically across systems using a real-time sync, enabling perfectly timed campaigns and messaging.

Twilio Segment customer Adevinta, the leading online classifieds marketplace, has been able to use Twilio Segment’s real-time sync and automation tools. Their teams no longer need to focus on fixing various data errors and can spend more time on innovative and strategic work, like adding new events to tracking plans.


Save time with the Twilio Segment and HubSpot CRM integration that keeps data records up-to-date in real time.

Empower your team with a complete view of your customers using the Twilio Segment and HubSpot integration

Customer personalization is becoming more important year over year. Collecting and managing data that can provide your teams with a total view of your customers in a seamless manner is essential to business growth. By using Twilio Segment with HubSpot, marketing and sales teams and everyone in between can access a complete data toolkit that allows them to deliver a personalized experience to each and every customer.

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