Digital analytics provider Amplitude has entered into a new strategic partnership with marketing and sales software specialist HubSpot.
The expanded collaboration aims to help go-to-market (GTM) teams close more deals by combining HubSpot’s intelligent CRM capabilities with Amplitude’s customer behavioral data.
HubSpot's Smart CRM platform provides users with a complete company record to enable marketing, sales, and service teams to access a single, unified view of a customer.
With this new partnership, teams will now be able to combine these capabilities with Amplitude data to target further growth.
Marketers will be able to take advantage of HubSpot’s enhanced lead scoring with built-in Amplitude insights, which they say will provide the opportunity to deliver better leads to sales as well as create more targeted marketing campaigns.
HubSpot's customer health scoring functionality with integrated behavioral insights will also help sales and customer success teams understand the right timing for expansions and mitigate the risk of customer churn, they added.
“HubSpot customers have told us they want better visibility into user behavior across their products,” said Andy Pitre, EVP of Product at HubSpot. “They know this data is key to accelerating growth.
“Our partnership with Amplitude gives organizations the context they need to succeed. When marketing, sales, and support teams are aligned, they can achieve better results.”
GTM teams will be able to track product usage alongside traditional CRM data, with access to Amplitude charts within their HubSpot dashboards, as well as product usage data and key purchasing signals to help identify target customer groups. Users can also add HubSpot data to Amplitude to better understand marketing campaign performance.
Additionally, the collaboration makes it easier for HubSpot customers to take advantage of Amplitude, with a quick installation in just a few minutes and no learning curve. Amplitude is also natively integrated into the HubSpot App Marketplace.
Commenting on the move, Francois Ajenstat, chief product officer at Amplitude, said the goal is to help businesses unleash the power of their products and achieve their growth goals.
“Product-led growth is the most efficient way to generate revenue, but it’s not easy to achieve,” he explained. “Amplitude and HubSpot are changing that. Instead of wasting time on misguided leads and campaigns, teams can use product behavioral signals to upsell, convert, and retain more customers.”