Amplitude & HubSpot partner to boost GTM team's sales success

Amplitude has announced a global strategic partnership with HubSpot. The collaboration is set to enhance Go To Market (GTM) teams' ability to close more deals by integrating HubSpot's Smart CRM capabilities with Amplitude's customer behaviour data.

The partnership claims to bring several significant benefits, including improved Lead Scoring and Customer Health Scoring. These enhancements are designed to help marketing, sales, and customer success teams better prioritise leads, improve sales conversion rates, and mitigate churn risks.

HubSpot's Smart CRM provides a comprehensive, customisable company record, enabling marketing, sales, and service teams to have a single, unified view of the customer. Despite this, many GTM teams reportedly struggle to understand how customers are using their products - challenges which this partnership aims to address.

"Our partnership with Amplitude delivers the context organisations need to be successful. When marketing, sales, and support teams are aligned, they can drive better results," said Andy Pitre, Executive Vice President of Product at HubSpot. He added that HubSpot customers have expressed a need for better visibility into user behaviour, which this partnership aims to fulfill.

With the new integration, GTM teams can now track product usage alongside traditional CRM data, effectively bridging the gap between product and marketing data. This allows teams to provide personalised experiences at scale. Furthermore, joint customers can see Amplitude charts in their HubSpot dashboards and target customer groups based on product usage and other key buying signals.

Joint customer UserGuiding has reported significant boosts in sales conversions and operational gains following the integration. With behavioural insights infused into every customer touchpoint, entire GTM organisations can expect to produce more effective results.

Francois Ajenstat, Chief Product Officer at Amplitude, remarked, "Product-led growth is the most efficient way to drive revenue, but it's not easy to pull off. Amplitude and HubSpot are changing that. Instead of wasting time on the wrong leads and the wrong campaigns, teams can use product behaviour signals to upsell, convert, and retain more customers."

The integration is designed to be user-friendly, with HubSpot customers able to install Amplitude services with a single line of code, allowing for near-instant setup. Amplitude is also natively integrated into the HubSpot App Marketplace, meeting HubSpot's security, privacy, reliability, performance, usability, accessibility, and value standards.

Commenting on the new possibilities created by the partnership, Anas Masood, Growth Product Manager at Polly, said, "Amplitude and HubSpot are making this possible. When product and marketing data are unified, we can create a more cohesive and personalised experience for our users."

The partnership between HubSpot and Amplitude aims to help GTM teams better understand their customers and leverage that knowledge to drive growth and efficiency.