“Hull has connected our entire tech stack, which has unlocked enormous potential. Having our data in one place has eliminated instances of conflicting outreach by sales and marketing, significantly reduced the amount of work to launch new marketing campaigns and enabled smarter customer segmentation.”
Benjamin MalarticVP Product at Privateaser
- Improved segmentation of customer data for more targeted campaigns and reduced time spent on campaigns as a result
- Strengthened sales-marketing alignment to eliminate instances of double outreach
- Increased monthly revenue closed per account executive by 3x
Privateaser is an online booking service that offers personalized support to save clients time and eliminate the stress of planning events.
Identifying a Need for Better Data Connection & Segmentation Capabilities
Privateaser organizes tens of thousands of events each year for all types of occasions and clients. Founded in 2014, the company developed an innovative technology designed to maximize value and deliver unforgettable event experiences.
As Privateaser’s business grew, the team began to discover gaps in their technology stack. For example, even though they used several best-in-breed tools like Salesforce, Intercom, Customer.io and HubSpot, they had difficulty connecting customer data across these systems.
However, to continue to fuel their growth, the Privateaser team knew they would need to do just that, as connecting data in this way would allow for improved segmentation across marketing campaigns to get more targeted with customers. Specifically, they wanted the ability to create advanced segments based on characteristics like people who start a buying journey but leave in the middle of it and people with important events, like a birthday, in the next month. The Privateaser team also hoped that giving everyone access to the same data would improve alignment across teams, especially sales and marketing, by allowing for more coordinated communications and eliminating situations where both teams reach out to the same customers.
Looking for the Right Solution
In search of a better way to connect data across its tech stack, Privateaser began to look at several solutions. Among the many technologies the team reviewed, Hull stood out.
According to Benjamin Malartic, VP Product at Privateaser, “Hull’s value prop was very interesting to us because it focused on the use cases we wanted, like an improved ability to segment our database. Other solutions didn’t have the features we were looking for, but Hull aligned nicely with our needs.”
The Privateaser team also appreciated that Hull would require minimal development work. Privateaser is one of many businesses that has found even though the initial integration for projects can go quickly, securing development resources to maintain the technology as the business scales can prove difficult. However, Hull allowed them to avoid this challenge since it doesn’t require much development and can be easily maintained by any business user.
Based on this match, the Privateaser team decided to move forward with Hull. Beyond the initial match in features, the team has found significant value in Hull’s ongoing feature releases that allow the solution to grow alongside Privateaser’s business.
Improving Segmentation Capabilities, Cross-Team Alignment and Revenue
Privateaser has used Hull for over a year now, and the results have exceeded the team’s expectations.
Now, Hull serves as the connective tissue for the entire Privateaser growth stack. This connection allows the team to get the complete story of customers through web tracking and by reconciling identity data that comes through a variety of tools like HubSpot and Salesforce. With all of this data put together, the Privateaser team can easily compile a full identity of their customers.
As a result of this connection, Privateaser has been able to easily create customer segments for more intelligent and more targeted outreach. For instance, the team can very quickly build any segment they need based on factors like onsite behavior (e.g. people who started searching and leave in the process) or customer characteristics (e.g. timing of birthdays and other celebratory events). They can also create filters to remove customers from these segmentations. This ability has been particularly helpful in filtering out sales-owned accounts from all marketing communications to eliminate any awkward double outreach by both sales and marketing.
Removing sales-owned accounts from marketing outreach and giving everyone access to the same, most up-to-date data at all times (including what communications have been sent to which customers and when) has significantly improved sales and marketing alignment for Privateaser. This alignment helps ensure that all communications with prospects go smoothly and creates a better overall customer experience.
Based on these improvements, Privateaser has realized several important outcomes, including:
- A 3x increase in monthly revenue closed per account executive
- Reduced time-to-market for new campaigns due to automating data connections and customer segmentation, down to less than a week versus two to three weeks previously
- Increased confidence in the data powering the 500,000 marketing emails Privateaser sends each month
Going forward, Privateaser plans to build on this success by doing even more with Hull. Next, the team plans to plug Hull into their data warehouse to allow for even deeper analysis (e.g. identifying the types of venues prospects searched for and delivering personalized recommendations based on “lookalike” venues). They also plan to use Hull for attribution purposes to better understand which campaigns and channels drive the most revenue and are looking to integrate Hull with their own product to support more product-led growth.
"With Hull, we can make sure that prospects weren't receiving conflicting messages. Before, we had data sitting in multiple systems that didn’t speak to one another and that led to situations where sales and marketing reached out to the same prospects, creating some confusion. Thanks to Hull unifying our data, everyone is now aligned and we don’t have that challenge anymore."
Benjamin MalarticVP Product at Privateaser
Angela brings over a decade of B2B technology marketing experience to her role as the Director of Marketing at Hull. Prior to Hull, she spent 5 years at utility data aggregator, Urjanet, where she held various roles in demand generation, marketing operations, and product marketing.