Peaka's HubSpot-Stripe Integration Simplifies Customer Segmentation for You
How can you make sure that your product meets the type of customer you built it for? Have you completed your ideal customer profile? Who are your best-fit customers? These are the million-dollar questions marketing teams have to find answers to. Peaka's HubSpot-Stripe integration gives marketing professionals a tool they can use to perfect their customer segmentation.
- Peaka's HubSpot-Stripe integration brings together the data stored on these two platforms.
- This integration enables marketing and sales teams to break down data into its country- and company-based constituents for further analysis.
- Peaka's HubSpot-Stripe integration reduces the workload of frontline workers who would otherwise have to manually enter the data in spreadsheet software and consolidate it through copy-and-paste actions.
- Integrating the HubSpot data with data from Stripe helps a company pursue an Account Based Marketing strategy and focusing resources on targeted high-value accounts.
- The HubSpot-Stripe integration gives decision-makers real-time access to critical metrics like MRR or revenue from a deal and how they change in relation to country, industry, or company size.
HubSpot is a one-stop shop for inbound marketing, sales, and customer service. It's a cloud-based CRM platform that allows users to build marketing and sales funnels and take action to improve customer service.
Stripe is a payment processing platform used primarily for e-commerce transactions. Stripe users take advantage of a suite of APIs to make payments with their credit or debit cards.
What does Peaka's HubSpot-Stripe integration offer?
Bringing HubSpot and Stripe data together can provide users (especially marketing and sales teams) with valuable customer information. This integration allows users to break the data down into country- and company-based constituents. Companies that can analyze their data at the country and company level can refine their customer segmentation and implement an Account Based Marketing strategy.
Account Based Marketing involves targeting and reaching out to specific customer groups using material customized to their needs. Instead of engaging in blanket marketing and diluting the message by trying to address everyone, this strategy channels marketing resources to high-value accounts.
Peaka's HubSpot-Stripe integration lets users dive deep into customer data and pinpoint who they should target. Here's a brief look into the kind of insights users stand to gain from a country- and company-based breakdown of their data:
1. Country-based data
Customers from different countries tend to have different spending habits as purchasing power, demographics, and attitude toward online shopping may differ. A country-by-country breakdown of the customers can be very informative for understanding customer behavior and help guide future communication and marketing efforts.
The HubSpot-Stripe integration allows the user to pull 'country' data from HubSpot and combine it with 'pricing plan selected,' 'amount charged,' and 'invoice paid' data from Stripe. This integration gives you valuable insights into how your MRR and revenue differ from one country to another. It also reveals whether the demand for different pricing plans varies depending on the location.
What can marketing and sales teams do with country-based data?
- Design new campaigns for upselling to companies from specific countries that predominantly opted for certain pricing plans
- Single out the most promising countries to start high-impact campaigns
2. Company-related data
The HubSpot-Stripe integration makes it possible to break company-related data down into lower-level metrics based on industry, staff size, and annual revenue.
2a. Industry-based breakdown
An industry-based segmentation of customers lets you see the impact macroeconomic conditions like a recession, inflationary tide, or a pandemic have on companies from different industries. This kind of data comes in handy as you try to forecast future revenue and prepare marketing and sales plans.
Take subscriptions, for example. Some industries have cyclical characteristics regarding when the majority of subscriptions start or get renewed. Having this information at hand, one can devise different outreach campaigns, schedule marketing activities to nurture the buying intent of potential customers well in advance, and, as a result, achieve higher conversion rates.
If you wish to see how your MRR and revenue from a deal or the selected pricing plan interact with the industry a company operates in, just get the 'industry' data from HubSpot and combine it with the 'pricing plan selected,' 'amount charged,' and 'invoice paid' data from Stripe. Now you can see how parameters like MRR and revenue from a deal or the pricing plan selected change in relation to the industry a company operates in.
2b. Size-based breakdown
The number of employees is a telling figure widely used by marketing teams for segmentation purposes. Knowing how many employees work for customers can help marketing and sales teams anticipate their customers' future needs and spending habits.
To gain a better understanding of your customers, all you need to do is to bring together the 'company size' data from HubSpot with the 'pricing plan selected,' 'amount charged,' and 'invoice paid' data from Stripe. Now, you can analyze how parameters like your MRR and revenue from a deal or the pricing plan selected change in relation to the company size.
2c. Annual revenue-based breakdown
Seeing a breakdown of your customers by the annual revenue they earn speaks volumes about who your product resonates with. It's an indispensable metric if you want to identify the characteristics of your best-fit customers.
Connecting HubSpot to Stripe makes it easier to gain this kind of insight. Pull the 'annual revenue' data from HubSpot and join it with the 'pricing plan selected,' 'amount charged,' and 'invoice paid' data from Stripe. Now you get to see how parameters like your MRR and revenue from a deal or the pricing plan selected vary in relation to annual revenue. Combine your findings with 'country' and 'industry' data, and your segmentation gets even more precise.
2d. IPO-based breakdown
You can also take advantage of the HubSpot-Stripe integration to determine the public companies among your customers.
Combining the 'IPO' data from HubSpot with the 'amount charged' and 'invoice paid' data from Stripe allows you to find out how much of your revenue comes from public companies. Armed with this information, you will be in a better position to adjust your marketing and sales plans accordingly.
2e. Funding-based breakdown
The HubSpot-Stripe integration also gives you visibility into how your product is received by venture-backed companies.
To achieve that, you just have to bring in the 'total money raised' data from HubSpot and join it with the 'amount charged' and 'invoice paid' data from Stripe. Now you can analyze how your MRR from a particular company changes in relation to the funding raised by that company.
What can marketing and sales teams do with company-based data?
- Form an ideal customer profile using the industry, staff size, and MRR figures
- Single out industries with the highest-value accounts to target
- Run more effective marketing campaigns with material tailored to the needs of the target group
- Harmonize marketing and sales efforts
- Achieve a more rational use of marketing dollars by focusing on better prospects to target with paid ads
- Shorten the sales cycles by prioritizing outreach to more receptive prospects
- Measure the marketing ROI in a more precise manner
The HubSpot-Stripe integration can provide marketing and salespeople with a treasure trove of information. It is the kind of tool that puts a face to being data-driven and ensures a better allocation of resources.
The HubSpot-Stripe integration saves frontline workers a lot of time and effort in unifying their data and planning their marketing activities. It serves the lofty goal of "eliminating data silos," which can be a challenge in the absence of a data integration tool. Without properly integrating HubSpot and Stripe, an employee would have to first enter the data in spreadsheet software and manually merge it through copy-and-paste actions. Considering this alternative method, the HubSpot-Stripe integration is a total revelation.
For managers and corporate decision-makers, this integration provides a single view of truth, leading to a better strategy. Real-time access to country- and company-based MRR can help them better understand the current situation, gain actionable insights, form new hypotheses, and adjust plans as needed.