All articles

26th August 2020

Learn how Paddle got a 30% reply rate on their cold outbound emails

UK's fastest growing software company, Paddle, shares the secrets of their success in this 1-hour webinar, alongside experts from Hull, Outreach, and GoodFit.

21st July 2020

Code Hacks @ Hull: Creating Unified Email Exclusion Lists

Email exclusion lists are key to proper customer data management, but how do you create them at scale and with so many tools across your tech stack? We cover this in our newest blog post.

30th June 2020

Top CDP Use Cases for B2B Organizations in 2020

Read how a CDP can help your organization across: Customer Research, Acquisition, Activation, Retention & Upsell, Reporting & Analytics, and Data Management

26th June 2020

What are data “fallback strategies”?

Data “fallback strategies” are used to reconcile data from many different sources, and surface the “truest” or most reliable source when available.

2nd June 2020

How Using Your Product Data Can Help Close More Deals

At Userpilot's Product Drive virtual summit, Hull's CEO, Romain Dardour, discusses how this underrated and underutilized data source can be used to drive more conversions for sales and marketing.

2nd June 2020

5 Signs Your Agile Development Process Needs Help

At Userpilot's Product Drive virtual summit, Hull's Product Owner, Michal Raczka, discusses 5 critical signs your agile development process may need to be revamped.

15th May 2020

New customer story: Pusher's top 5 CDP use cases

Today, we published a customer success story with a leading technology company, Pusher. Hear how Mario Moscatiello, Growth Marketing Manager, elevates Pusher's marketing with Hull.

15th April 2020

How To Perform a GDPR "Right To Be Forgotten" Request

Everyone knows about GDPR, but there's still so much confusion regarding its practical application. In this blog, we tackle the best way to "delete" a data record in accordance with GDPR.

24th March 2020

Customer Data Management: Key Considerations & Best Practices

In this blog, we cover 6 key considerations to get started on managing your customer data.

3rd March 2020

7 Strategies to Combat Bad Data Quality in B2B Marketing

Bad data can rear its ugly head in a lot of different ways. In this blog, we cover several common examples of poor data quality and seven strategies to improve.

31st January 2020

Customer Data Integration Best Practices At Any Scale

The data you need in one tool is usually in another. This guide covers how & why to use choose the right customer data integration method for your businesses maturity.

20th January 2020

3 Tactics for Using Data to Boost Sales Engagement

Boost engagement by using data to find best-fit accounts, prioritize warm leads, and personalize emails at scale.

14th January 2020

Identity Resolution for B2B: Definition & Top Strategies

Identity resolution can mean the difference between great and “just ok” customer experiences. Here are 3 B2B identity resolution strategies we’ve seen.

1st October 2019

Operation: Automation

Stop doing these 7 sales and marketing ops tasks manually and let a customer data platform do the work for you.

18th September 2019

Personalization At Scale: The Definitive Guide

Personalization is more than “Hi {first name}!”. Orchestration and personalization are two sides of the same coin. Here's our six-part framework.

5th June 2019

How to Draw Customer Data Flow Diagrams (Free Templates)

Data flow diagrams are the difference between teams who understand their martech tools & data and those who don't. Here's how to draw yours.

18th February 2019

Customer Journey Maps: The Complete Guide For B2B SaaS

Learn how to create a customer journey map to align your teams & understand the data you need to track, attribute & sync across your organization.

16th January 2019

How to Create An Ideal Customer Profile

Ideal customer profiles (ICPs) enable strategic focus and define your customer data model. We recommend every team starts here. (Part 1 of our 7-Part Beginners Guide to Customer Data)

4th January 2019

How To Create A Single Source Of Truth For Your Customer Data

Learn how to create a golden customer record from all your customer data to act as your single source of truth for all your tools and tools. Part of The Complete Guide to Customer Data.

18th October 2018

Structuring Your Internal Teams & Resources

The best practices in finding resources, organizing your teams, and maximizing efficiency across your company.

10th October 2018

The MarTech Napkin: How To Choose Your Marketing Stack In 2019

7000+ martech tools; how do you choose? Here's our back-of-napkin framework to assess and “hire” tools for jobs-to-be-done.

1st March 2018

How To Build A B2B Customer Profiling Strategy (Like Amazon)

Customer profiling builds up an incredibly rich, detailed view of every Amazon customer account. How do you replicate that in your startup?

4th December 2017

How to Make Sales Fight Over Your Marketing Qualified Leads

I hate to admit it, but this is not the first time I’ve heard Sales complain about poor quality MQLs.

28th November 2017

How To Build A Better Qualified SaaS Lead In 2019

You must pinpoint "fit" and "intent". Weak mid-funnel marketing fails to qualify leads. Here are the best practices we've seen data-driven marketing teams use.

16th November 2017

How To Convert More Free Trials Into Customers (In 5 Steps)

These are the exact steps high-performing companies took to knock their free-trial conversion rate out of the park.

23rd October 2017

How To Reduce Net Churn Rate For Your SaaS In 2019

I run Hull’s Customer Success department, which I can gladly say is running a sub 1% net churn rate this year. Here's how.

4th October 2017

Customer data governance for scaling, squabbling startups

How do you manage perfect customer data with imperfect people? Here are the best practice we've observed in scaling startups

14th September 2017

Cloud Orchestration: Coordinate Your Tools, Teams & Data

How do you orchestrate all your tools, teams, and data to design and deliver the perfect customer journey

30th August 2017

Data Cleansing: How To Clean 34 Layers Of SaaS Customer Data

Your customer operations is only as good as your data. How do you get your customer data fit for your customer operations?

17th August 2017

Content Mapping to Fix your Stone Age Messaging

Personalized content management is a pain-in-the-ass. Here's how to fix it.

11th August 2017

Lifecycle Marketing: The Definitive Guide For SaaS (2019)

Post Series B, your role as a marketing team expands into four key areas. You’re probably executing the first three already.

8th August 2017

Simplify Your Sales Process With This Customer Stack Data Model

Bewildered by 5000+ Martech tools? Unsure of best practices for using marketing technology? How to unify dozens of siloed tools? This customer data management guide is for you.

2nd August 2017

Dynamic Content Beyond "Hi {firstname}" For Growth Teams

Despite working in a world of abundant data, our personalization sucks. Why can't we do any better than “Hi {firstname}” ?

20th June 2017

120 Segmentation Ideas for Advanced B2B Marketers (2019)

You need to stop, generic "send to all" broadcasts messages, and start talking to your leads and customers in the way that matters to them.

8th June 2017

What Is Marketing Segmentation? (And How To Do It Right)

Your marketing is only as good as your data, and your personalization is only as good as your data. Personalization is powered by your data, which is defined by your ideal customer profiles.

13th April 2017

How To Avoid "Frankenstack Syndrome" In Your SaaS Company

B2B marketing is hard. Using so many tools makes it harder.

2nd November 2016

How To Use Personalization In SaaS At Scale (2019)

The final piece of your personalization strategy is to design your messaging plan.

2nd November 2016

How To Create A Tracking Plan For Your Customer Lifecycle

The purpose of a tracking plan is to define the key stages of your lifecycle, and make sure that tracking is consistent in all your tools.

2nd November 2016

What Does Your Customer Lifecycle Look Like? (Free Tool)

In sales and marketing, it’s helpful to think of funnels and lifecylces to illustrate how people move towards first becoming a customer, and then becoming a successful customer.

15th August 2016

SaaS Customer Data Integration: The Complete Guide

New to customer data integration? Here's our quick start guide with best practices & pitfalls to avoid.