Omnichannel MarketingUpdated 03/01/2019


You can sync (or export) Users & Accounts with their matching Segments, Attributes & Events via connector and the export function.

Omnichannel marketing involves coordinating the same messaging to the same person or company across multiple channels.

The Golden Rule: Any channel where you are messaging, you must be able to track reactions (e.g. lead converts to become customer) so you can update your campaigns and messaging (e.g. stop displaying ads and sending emails with offers to buy).

Email

You can connect Hull to your email marketing tools and sync Users, Segments, Attributes & Events. With this data, you can create templates, segments, workflows, and email campaigns.

You can track email engagement and delivery into Hull too.

Trigger emails via Hull connectors

Hull integrates with email tools including:

Trigger emails via Processor

You can call APIs of email services to trigger emails to send using Processor.

Best practice: If the call returns a successful respond, write an Email sent event back into the User timeline to record when an email is supposed to have been sent.

if (_.get(changes, 'user.is_paid')){
  return new Promise((resolve, reject) => {
    request({
      url: 'username:password@https://api.sendgrid.com/v3/mail/send',
      method: 'POST',
      {
          "personalizations": [
            {
              "to": [
                {
                  "email": "john.doe@example.com",
                  "name": "John Doe"
                }
              ],
              "subject": "Hello, World!"
            }
          ],
          "from": {
            "email": "sam.smith@example.com",
            "name": "Sam Smith"
          },
          "reply_to": {
            "email": "sam.smith@example.com",
            "name": "Sam Smith"
          },
          "content": [
            {
              "type": "text/plain",
              "value": "Hello, World!"
            }
          ]
    }, (err, res) => {
      if (err) {
        hull.track('Welcome email failed to send');
        return reject(err);
      }
      hull.track('Welcome email sent successfully');
      return resolve(resp);
    });
  });
})

Trigger emails via Segment

You can send data to other email tools through Segment by configuring Hull as Segment Source.

Install the Segment Connector and configure Hull as a Segment Source in your Segment workspace. In Hull, map the segments of Users and whitelist Events and Attributes to sync through Segment.

Best practice: Make sure you track email engagement and delivery events back into Hull. You can do this by configuring your email tool as a Segment Source (if available) and Hull as a Segment Destination

You can sync to email tools including:

  • ActiveCampaign
  • Autopilot
  • Drip
  • Vero
  • Klaviyo
  • Outbound
  • Iterable
  • Nudgespot
  • Mailjet
  • Blueshift

Warning: To prevent infinite loops with email events, the Segment Connector is best used as either a Source or a Destination. If you setup email tracking (Hull as a Segment Destination), you should install a separate Segment connector to map any data out (Hull as a Segment Source).

Export emails and upload into your email tool.

You can also export a CSV of any User Segment including all checked fields from the User Segments view or the User profile.

Live chat

You can connect Hull to your live chat tools and sync Users, Segments, Attributes & Events. With this data, you can create templates, segments, automated messaging, and chat bots.

There are two pre-requisites to trigger personalized website live chat with data from Hull;

  1. Website tracking is setup
  2. Anonymous users are enabled
  3. Anonymous visitors have additional data (such as Clearbit Reveal to identify their company).

You can track chat conversations into Hull too.

Trigger live chat via Hull connectors

Hull integrates with live chat tools:

Trigger live chat via Segment

You can send data to other live chat tools through Segment by configuring Hull as Segment Source.

Install the Segment Connector and configure Hull as a Segment Source in your Segment workspace. In Hull, map the segments of Users and whitelist Events and Attributes to sync through Segment.

Best practice: Make sure you track live chat conversations back into Hull. You can do this by configuring your email tool as a Segment Source (if available) and Hull as a Segment Destination

You can sync to email tools including:

  • Drift
  • GoSquared
  • LiveChat
  • Olark
  • Zopim

Warning: To prevent infinite loops with email events, the Segment Connector is best used as either a Source or a Destination. If you setup email tracking (Hull as a Segment Destination), you should install a separate Segment connector to map any data out (Hull as a Segment Source).

Trigger live chat via Web Personalization connector

You can trigger messages from your live chat tool with client side requests to your live chat tool via the Web Personalisation connector.

Install Hull.js and the Web Personalization connector (beta - contact solutions to enable for your Hull Organisation). In the Web Personalization connector settings, map the segments, attributes, and events you want to use. In the code, load your live chat messenger and trigger a personalized message.

// Detect company name is in the page
if (companyName && (companyNameChanged || pageLoad)) {

  // Drift messenger. Load and personalize
  drift.on("ready", function(api) {
    const identify = _.assign({},
      _.pick(user, ["email", "domain", "name"]),
      user.traits,
      _.reduce(account || {}, (m, v, k) => { m["account_"+k.replace("/","_")] = v; return m;}, {})
      );
    drift.identify(user.id, identify);

    // Compose a personalized message
    if (companyName) {
      api.showWelcomeMessage({
        message: "How can we help "+companyName+" today ?",
        avatarUrl: companyLogo
      });
    }
  });
}

Website

You can personalize your website using data about users via the Web Personalization connector (beta).

Contact solutions to enable for your Hull Organisation.

Ads

You can personalize ads using data from Hull.

Personalize ads using Hull connectors

Hull can integrate with ad networks including:

Export data to ad audiences

You can also export a CSV of any User Segment including all checked fields from the User Segments view or the User profile.

Ad networks take time (hours/days) to matchup your ad audience with their network, so a scheduled or one-off CSV upload isn't significantly worse than real-time sync. Make sure to include a conversion pixel or page view to exclude people from ads if your segments don't automatically update.

Best practice: You can usually upload a range of different data types (email, phone, address etc.) to speed this up. We recommend experimenting with exporting different types of data to maximize your match rates.

Sales enablement

You can sync any of your Users and Accounts to your sales team.

  • Use segments to qualify and group target leads and accounts
  • Use attributes and events to personalize sales templates
  • Use segments and events to trigger sales tasks, cadences & workflows

Trigger sales outreach with Hull Connectors

Hull integrates with your sales tools including:

Trigger sales outreach via Salesforce

Sync data from Hull to Salesforce via the Salesforce Connector, then map your data forward to your connected sales tools.

  • Outreach
  • Salesloft
  • PersistIQ