How to Use Reverse ETL HubSpot for Faster Account Onboarding in Sales CRM?

on Activate, Hevo Activate, HubSpot, Operational Analytics, Reverse ETL • July 25th, 2022 • Write for Hevo

Reverse ETL HubSpot: Featured Image

A customer’s account onboarding process is likely the most important phase of their lifecycle. Even though it occurs at the beginning of their journey, it sets a positive tone for the remainder of their interaction with your brand and product.

Account onboarding significantly influences whether a customer uses your product for a long time or churns after only a few months. When done correctly, it sets your clients up for success while demonstrating your product’s value. If done incorrectly, clients would wonder why they joined up in the first place.

A pleasant onboarding experience reassures your consumers that they made the correct decision. It also helps you retain them in the long run. But to provide the best-in-class onboarding experience to your customers, you need data in real-time, which most companies fail to get. With reverse ETL, you can get real-time data from your warehouse to your applications such as HubSpot and Freshdesk, enabling you to transform customer onboarding into a highly efficient and customer-friendly experience across all your customer-facing processes. 

Read more to discover how, for example, reverse ETL HubSpot helps your business teams streamline and automate customer account onboarding.

Table of Contents

What is Account Onboarding?

Account onboarding, also known as customer onboarding, is the proactive process of guiding new customers through your product to get them started and keep them interested. It is a set of procedures and tools that help customers quickly adopt a new product into their routine.

Account onboarding may be used in any company model, including SaaS-based organizations because it focuses on improving the customer experience and cultivating connections.

The primary objective is to increase the customer’s lifetime value of your product. Provide them with information and interaction that will assist them in making the most of their purchases.

A good account onboarding process must ensure that the new customer information you collect gets absorbed into your business processes quickly and accurately. This way, your teams respond fast and impress customers right from the start.

Account Onboarding Process: Reverse ETL HubSpot
Image Source: Kodak

Why is Account Onboarding Important?

The account onboarding process is about providing the customer with what was purchased within the agreed-upon terms. Essentially, it means continuing to provide what you gave, and the buyer consented to.

It appears that there aren’t many businesses that think this way. Many customers are prepared to spend extra for a superior service firm.

Properly handling your account onboarding will result in happy customers. But that’s not all you receive from successful onboarding your customers. There are further advantages, such as:

  • Your Customers Will Return for More: Happy customers are much more likely to buy from you again and become loyal than disgruntled customers. Loyal customers are a significant asset to your company. As previously said, getting a new customer is (far) more expensive than sustaining an existing one.
  • Your Customers Tell Their Friends: Have you ever heard of word-of-mouth marketing? Your consumers will tell their friends about you. It occurs when your pleased consumers refer you to their contacts.
  • Reduce Time to Worth: Saving time is critical for recurring-revenue businesses since they must engage and show their value monthly.
  • Control Unnecessary Churn: It often occurs with customers that suit your business model but do not recognize your product’s or service’s value. Your business teams can prevent churn rates by becoming more proactive in preventing churn by educating them.

When does Account Onboarding Begin?

When the sale is completed, account onboarding begins. Many individuals believe that the deal is complete when the consumer signs on the product. That is not the case. Your work is just halfway completed. In any case, having money in the bank does not guarantee the deal is complete.

Whether the sales team handles onboarding or delegates it to the customer success team, the selling process will be finished after one stage (sale) and the start of the subsequent (customer onboarding).

Selling your product/service is only half the battle because the transaction is pointless if you don’t deliver on what you promised and/or don’t give instructions and support. That is why, at this stage, it is critical to establish what type of value each new consumer wants from your company.

The entire idea of onboarding is around getting the customer “on board.” It’s about more than simply giving the consumer all the information they need to enjoy your product/service effectively; it’s about knowing them and their requirements.

6 Steps to Effective Account Onboarding Process

Let’s look at the six critical phases in your customer onboarding process to help you prepare your new customers for long-term success with your product:

Signup Process

It’s easy to believe that customer onboarding doesn’t begin until the consumer signs up for your product. However, the sign-up procedure is only the first step in that journey.

Welcome Email

The next stage in your onboarding process is sending them a welcome email once a new customer joins. This email should drive them directly back to your product, so they can begin using and benefiting from it.

First Log-in

They may have previously seen a product demo and a product tour. However, the first time they log in is when your consumer gets their first impression of your product. You want to get them set up and ready to use your product at this point. This usually consists of a guided instructional or set-up wizard that walks your consumers through each step of the setup procedure.

Integration, Invitation, and Data Imports

The onboarding process for B2B products will likely include more than merely learning how to use the product. Your product is now a component of your customer’s technological stack. To get the most out of your product, customers may need to integrate it with other tools, input data from other sources, or invite their team.

Product Walkthrough

A product walkthrough walks your consumer through the processes necessary to set up and execute essential activities within your product. The simplest and most effective approach for your consumers to discover your product is for them to begin using it.

Follow-up Emails

The purpose of your onboarding process is to keep your consumers engaged. You may wish to send further follow-up emails after your welcome email, providing advice and pointers to assist your customer to use your product and urging them to check back in.

What is Reverse ETL?

Hevo Activate Workflow: Reverse ETL HubSpot

While ETL/ELT processes help you move data from disparate sources into a common source of truth, i.e., a data warehouse, Reverse ETL does the opposite. It is a process of syncing data back from your single source of truth into marketing, sales, and business applications like HubSpot, Salesforce, Intercom, Zendesk, MailChimp, etc. with real-time data.

Reverse ETL helps organizations operationalize data by making it actionable. It acts as an enabler of operational analytics, which is the process of providing optimal and realistic recommendations to business users in real-time based on trusted, highly-accessible data from your warehouse.

With reverse ETL HubSpot, you can make customers’ data accessible and give your front-line employees a complete view of customer data. Personalized marketing campaigns, exceptional account onboarding, intelligent ad targeting, proactive customer feedback, and other business use cases can all benefit from data-driven decision-making.

Empower Business Teams with Data-driven Actionable using Hevo Activate

Hevo Activate syncs data from your warehouse – Snowflake, Redshift, BigQuery – into Business Applications – HubSpot, Salesforce, Zendesk, Google sheets, and many more. Check out our growing list of integrations.

Hevo Activate features –  SQL Query Editor, Custom Data Synchronization, Incremental Updates, Intelligent Data Type Conversion -helps business teams get accurate data without writing complicated Python Scripts. 

Make faster and wiser decisions by operationalizing your product and customer data together – analyzing user journeys, and creating truly personalized experiences for your customers.

Enrich your applications with trusted data in your warehouse. Get started with Hevo Activate for reverse ETL today!

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How does Reverse ETL Enable Faster Account Onboarding?

The best advantage of using reverse ETL for your organization is real-time data sync from your single source of truth. Previously, companies would struggle to get data into their operational applications due to limitations of application integration (a single application could only be connected to two other applications).

With reverse ETL, your data warehouse becomes the center of your customer and business data. Business users can run metrics on the same data set, use data to drive business operations, and make everything more effective and efficient using automated workflows. 

Reverse ETL syncs data into tools that you are familiar with. Doesn’t matter if you use Salesforce, Mailchimp, HubSpot, or Google Sheets, reconciling the analytical data into operational systems and using these insights to drive everyday operations results in faster responses to daily business challenges.

Real-time sync into CRMs like HubSpot can help you, onboard customers, faster since you can now set up automated workflows and create personalized experiences quickly and easily. With up-to-date customer contact information, you can be with your customers at every step of the way, and help them if they need it.

For instance, consider an example when your business teams are using a popular CRM tool like HubSpot and reverse ETL HubSpot to deliver actionable insights. With reverse ETL HubSpot, your business teams can automate repetitive tasks like introduction and product walkthrough. Your marketing and sales teams can make use of automation features and workflows to nurture leads fast, as soon as their data gets synced using reverse ETL HubSpot, and spend more time toward strategic and impactful work that can deliver an engaging customer experience. 

We’ve realized that most times, customers want to self-serve at their own convenience and time. Using reverse ETL to drive automation within HubSpot, you can help your business teams deliver greater flexibility to your customers (by enabling them to browse and search on their own) and reduce the cost to your company.

Supercharge Your Account Onboarding with Real-time Data Sync Using Hevo Activate

Hevo Activate is a reverse ETL solution to help you sync data from data warehouses like Amazon Redshift, Google BigQuery, and Snowflake into your marketing, sales, and support applications. With real-time data sync, you can create an automated onboarding email sequence in your CRM system that would lead your customers through their onboarding process and make sure they are guided at every step of the way. 

Hevo Activate Workflow: Reverse ETL HubSpot

Whenever a user visits your website, all his touchpoints are saved in your systems. With this data, you can know what a customer is looking for in your product. Having this data in reports is not helpful as you won’t be able to take action in real-time. To give an exceptional experience to such customers, you need all the real-time data in the daily applications you use.

When reverse ETL is deployed, your marketing teams can take proactive steps to approach and target leads, sales teams can get real-time insights into what’s working for your opportunities and what’s not. Customer support teams can prioritize customer queries and dedicate their time and attention to new customers who are still learning how to use your product.

Reverse ETL is a super helpful technology since it will always ensure that your customer onboarding experience information is up-to-date in your applications like HubSpot, Mailchimp and Salesforce, and it gets refreshed as new information becomes available. 

To get started with reverse ETL data pipelines using Hevo Activate, all you need is a quick 3-step configuration:

Hevo Activate Steps: Reverse ETL HubSpot
  • Step 1: Connect your data warehouse and destination application
  • Step 2: Write a query to get relevant data
  • Step 3: Map the output to the destination object

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  • Real-Time Data Replication: Hevo Activate’s excellent interaction with numerous data sources enables you to send data rapidly and effectively. This guarantees that bandwidth is appropriately utilized on both ends.
  • Secure: Hevo Activate’s fault-tolerant design ensures that data is handled accurately and reliably, with no data loss.
  • On-Demand Sync: Hevo Activate allows users to finish data sync by continuing or executing sync on demand.
  • Intelligent Data Type Conversion: During the mapping procedure, Hevo Activate automatically converts the field types of the synced data.
  • Data Transformation: Hevo Activate provides a straightforward interface for refining, changing, and improving the data you want to upload.
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How to Use Reverse ETL HubSpot for Faster Account Onboarding?

In this section, you will understand the four steps to using reverse ETL HubSpot for faster account onboarding. Once you have set up a reverse ETL flow in your modern data stack, all you need to do is use the automation features embedded in your CRM system for a faster and seamless onboarding customer experience.

Step 1: Replicate Data into your Warehouse

The first step is synchronizing all the customer onboarding data into a data warehouse like Snowflake, BigQuery, Redshift, etc. This will help your data and business teams create a single source of truth for customer data. For replicating data into a single source of truth, your teams can make use of a no-code ETL platform such as Hevo Pipeline, which allows you to replicate data from 150+ sources to your desired destination in a few minutes.

Step 2: Create Data Models for Reverse ETL HubSpot Sync

Once the onboarding data is loaded into your data warehouse, you need to construct a data model for your reverse ETL HubSpot sync. This is done to ensure that all the data points can be reflected on the contact and company level in HubSpot to automate the onboarding communication. With Hevo, you can compose the query using the SQL editor. Once the model is written, you can visualize the table, and if everything looks OK, give the model a name and save it.

Step 3: Use Reverse ETL to Sync Data

Once the data model is created, you need to import these data points into the HubSpot account. By putting the client’s onboarding information into HubSpot, you can make sure that all the onboarding information is automatically updated as the new information becomes available.

Once your HubSpot account structure is complete, it is time to build the reverse ETL sync that would transfer the onboarding data from the data model you generated in step 2 to your HubSpot contacts. 

This can be achieved using Hevo Activate. With Hevo Activate, you can replicate your data points to your HubSpot within minutes with your preferred frequency. You can very easily map the fields that needed to be synced.

Step 4: Automate Account Onboarding in HubSpot

Once the data is loaded into HubSpot, you can put this information to use. You just have to determine what to do with the onboarding data after it is synced from your warehouse all the way to your HubSpot contacts. This will help you create an automated onboarding email sequence that will lead your consumers through the onboarding process. You will be able to accomplish this rapidly by utilizing the data points already accessible on your contact properties in HubSpot.

How Prolific Simplifies Account Onboarding Using Reverse ETL HubSpot

Prolific Logo: Reverse ETL HubSpot
Image Source: Crunchbase

Prolific streamlines online data collecting by swiftly linking researchers with the study participants they require. Prolific consumers don’t worry about vetting participants, paying out rewards, or recruiting a representative population sample. This is handled by Prolific’s platform, which interfaces with several online survey platforms. Their sales and customer success teams faced difficulty getting their customer’s data in HubSpot.

With reverse ETL HubSpot, Prolific was able to achieve the following:

  • Salespeople were able to observe customers’ histories and approach them appropriately.
  • Prolific achieved significant time savings in developing and maintaining their reverse ETL automation.
  • Prolific closed ten milestone sales in just six weeks after integrating this data to HubSpot.
  • Customer success team delivered exceptional account onboarding to their customers, which was reflected in their customer reviews.

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Final Thoughts

Customer onboarding is an ongoing process. It is a strategy that must be adjusted and optimized regularly. As your business grows, so will your services. That should be reflected in the customer onboarding procedure.

Because an onboarding process has several steps, it is crucial to have a system in place to handle your day-to-day repetitive business activities. Using automation, your business can send new emails, nurture them, and book appointments with new customers in case they need any help. 

With the help of a bi-directional data pipeline platform such as Hevo, you can deliver the best-in-class customer onboarding experience with real-time data sync. With Hevo Pipeline, you can send your customer’s data from 150+ sources to your desired destination in minutes, such as a data warehouse.

Using Hevo Activate, you can send the data available in the data warehouse to your daily applications such as HubSpot, Salesforce, Marketo, etc. This will empower your sales and customer success teams to provide a best-in-class account onboarding experience to your customers while increasing customer loyalty and boosting the top line.

Sync Data from Warehouse to Business Applications Seamlessly