4 ways GTM teams can drive growth with Pendo’s HubSpot integration

Connected behavioral data helps sales, marketing, customer success, and product teams deliver a personalized CX.

Historically, product teams and go-to-market (GTM) teams have been siloed—especially when it comes to data.

When these relationships rely on lengthy data pulls and requests, marketing, sales, and customer service teams can’t connect with their audiences on a deeper level. 

But, when GTM teams have access to behavioral product data at their fingertips and in their CRM, they can be more personalized and relevant at every phase of the customer journey.

4 ways GTM teams can gain deeper insights by surfacing customer insights in their CRM

By integrating Pendo and Hubspot, users can pull CRM data directly into their product experience platform for product experiences.

A two-way connection between Pendo and HubSpot means you can pull Pendo activities into HubSpot as custom events, and vice versa. Users can pull CRM data directly into their product experience platform for product experiences, and product managers (PMs) can push product data to HubSpot to inform GTM teams with a holistic view into customer engagement.

The result? Actionable insights that improve engagement, satisfaction, and retention.

Here are four ways users are growing with Pendo’s HubSpot integration.

1. Align customer experiences with expectations

Companies that prioritize customer engagement are 41% more likely to see significantly higher conversion rates year over year.

However, if you don’t know how customers are using your product, customer experience (CX) and support teams don’t have the insight they need to create roadmaps for engagement that allow customers to experience the full value of your product. 

In many organizations, teams are asked to do more work and enhance customer experience, with fewer resources. They’re using fragmented tools that divide the customer journey into silos, rather than provide a unified view that every team can see and use. 

With Pendo’s HubSpot integration, users can identify the behaviors of customers who convert. Then, customers can use those insights to create targeted outreach campaigns that increase customer volume, retention, and lifetime value by:

  • Guiding prospects toward those same actions
  • Increasing engagement with personalized communications
  • Upselling and cross-selling to your most active users 
  • Sparking renewed interest among at-risk users and lapsed prospects

Customer success (CS) can also predict customer needs and proactively present solutions by analyzing past customer behaviors. Using purchasing history to suggest timely reorders, for example, simplifies the customer’s experience, helping to reduce the risk of churn.

To improve CX even more, team members can create highly personalized in-app guides targeted to right users, at the right time.

Screenshot of Pendo UI that says "Name your guide"

2. Use product data and trends to inform targeting and personalization

One-third of marketers say at least half of their budget goes toward personalization. More, 85% of companies believe they’re giving their customers a personalized experience.

Customers disagree. Just 60% of consumers feel they are getting a truly personalized experience. And 76% of consumers get frustrated when they don’t get personalized experiences.

In a data-first world, disjointed systems make it hard to create thorough customer profiles, which are necessary to deliver personalization customers now expect. Without deep, cohesive data, CMOs, marketing managers, and their teams don’t have sufficient insight to identify messaging that can rise above the noise to attract and engage customers.

The Pendo HubSpot integration delivers in-app usage data and insights that lets marketers:

  • Optimize marketing campaigns based on behavioral data
  • Personalize marketing outreach messages
  • Create targeted outreach campaigns for new users that are struggling
  • Identify customers with high usage who can act as promoters
  • Find superusers and opportunities for upselling, then set up campaigns to reach them

With the combined power of Pendo and HubSpot, marketers can use Pendo-generated visitor and accounts data in HubSpot to create more precise customer segments, improve targeting, and optimize campaign performance.

Screenshot of Hubspot backend

3. Use behavioral data to unlock sales superpowers

Too often, sales teams waste time collecting data across disjointed tools or following up with poorly qualified leads. Pulling Pendo data into HubSpot helps them better understand their accounts and proactively reach out to at-risk customers.

By connecting Pendo and Hubspot, sales teams can pull HubSpot account history and revenue data into Pendo to:

  • Create targeted sales outreach campaigns
  • Identify new sales opportunities more easily
  • Check account health and build better relationships with at-risk accounts

Screenshot of Pendo UI: Welcome screen

4. Capture integrated data to drive product-led growth

There’s always room to incorporate user feedback and make your product just a little bit better over time—and showing your users exactly how they’ll get the most value out of it should be an ongoing priority.

To grow your business, your product must provide an excellent experience for every user. That requires a deep understanding of how they interact with your product.

Together, Pendo and HubSpot let PMs see how customers in the CRM are using the product. The, they can use Pendo contacts data to refine segments, create targeted in-app guides, and analyze product usage by tiers, account status, or pricing.

PMs are using what they learn about customer interactions to make smarter, better decisions about their products. 


Pendo is a HubSpot Essential Apps for Customer Service, part of a collection of tools that help customer service teams deliver more value. Ready to see how product usage data combined with customer insights can drive your business forward? Take a tour of Pendo’s HubSpot integration to learn more.