?? Where have you been all of my life?!

"I don't even know how I would get that information into Drip. I made an engineering support request 3 weeks ago and I haven't heard back from them yet."?

I've heard variations of this sentence so many times. One reason why SaaS companies don't do user onboarding properly is because they don't have the resources to pull all the data they need together into their product adoption tool (e.g. Userpilot), CRM and email automation tools. And if they try to do so without this data?alignment - chaos ensues:?

• the product (marketing) team collects information on the user's goals (JTBDs) in the signup flow?
• this doesn't get passed to the email automation tool, so the emails sent to the trial users are irrelevant to their goals
• this doesn't get passed on to the CRM so the CS and sales team don't know what the user signed up for either?
• the user's activity doesn't get logged in the CRM either, so the resources provided to the user aren't entirely aligned with their goals as well.?

This is one of the reasons why -?when choosing a user onboarding tool - you need to check if it has a two-way integration with your CRM.?

Watch my video rant about it!?

But there are other reasons?too:?

1. Lead scoring based on in-app activity??

When you have a bunch of PQLs from companies of similar sizes in your trial, how do you decide which one you should assign your very best sales rep to??

Your lead scoring should not depend exclusively on demographic data - the more active accounts are far more likely to convert, so you should assign them to your best salespeople and pay the most attention to them.?

How would you recognize them without implementing an automated lead scoring system in Hubspot based on their in-app activity signals??

You wouldn't.?

So hook up your Userpilots to your Hubspots and make sure these hot leads don't fall through the cracks again. Thank me later.?

2.??Use HubSpot data to create better user segmentation in Userpilot

And conversely, if you already have certain information available in Hubspot - asking your users about it in an in-app survey just to pipe them into the right segment is redundant and annoying.?

With the two-way integration, you can easily see all your Hubspot properties (on contact *and* company level) in your user onboarding tool:?

Create even more personalized in-app experiences based on Hubspot properties

Of course, segmentation is only a means to the end: once you segment your users based on criteria like company or account properties, you can then design?personalized in-app experiences ?for each of them in Userpilot.

For example, you could customize your?in-app messages? for users holding a particular post, like a?product marketing manager , or trigger a bespoke?interactive walkthrough? based on the plan the company has subscribed to.

Hopefully I sold you on using your CRM in tandem with your product adoption tool - they are a match made in heaven.?

If you're a Hubspot user, try?Userpilot's native integration with HS for 14 days for free ?- it will blow your mind how easy it is to use (and I *have* used a few Hubspot integrations...I know they can be bad, don't get me started...)?

See you all next week!?