How to Use Hubspot with a Data Management Platform
Connecting Hubspot with a strong data management platform (DMP) helps you unify customer data, improve targeting, and deliver consistent experiences across every channel.
This guide explains what a data management platform is, why it matters, and how to align it with your Hubspot strategy to increase engagement and revenue.
What Is a Data Management Platform?
A data management platform is software that collects, stores, organizes, and activates large volumes of customer and audience data from many sources.
In the context of Hubspot and other CRM or marketing tools, a DMP acts as the central brain for your data, allowing you to build richer profiles and more precise segments.
Core Functions of a Data Management Platform
- Data collection: Pulls data from websites, mobile apps, ad platforms, and offline systems.
- Data unification: Combines multiple identifiers into a single user profile.
- Audience segmentation: Groups users based on behavior, attributes, and intent.
- Activation: Sends audience segments to tools like Hubspot, ad networks, and email platforms.
- Analytics: Provides insights into campaign performance and audience value.
Types of Data Your Hubspot DMP Strategy Should Use
To make your DMP and Hubspot work in sync, you need to understand the three main types of customer data the source article highlights.
First-Party Data
First-party data is information you collect directly from your audience through your own properties.
- Website analytics
- Form submissions
- Email engagement
- Purchases and subscriptions
- Customer service interactions
When synced with Hubspot, this data strengthens your contact records and improves lifecycle marketing.
Second-Party Data
Second-party data is someone else’s first-party data that you access through a direct partnership.
For example, a partner might share anonymized audience data to help you expand your reach or refine your Hubspot campaign targeting.
Third-Party Data
Third-party data is aggregated from multiple external sources and sold by data providers.
While privacy rules limit some uses, a modern DMP can still use third-party signals to enhance segments that are later synced with your Hubspot environment.
Key Benefits of Pairing a DMP with Hubspot
Integrating a data management platform with your Hubspot workflows gives you a more complete and actionable view of your customers.
1. Unified Customer Profiles
A DMP aggregates data from web visits, ads, email, and offline systems. When this unified data is passed into Hubspot, you get richer contact timelines and more accurate personas.
2. Better Segmentation and Targeting
With advanced audience building in your DMP, you can create granular segments such as:
- High-intent visitors who viewed pricing pages
- Loyal customers with high lifetime value
- Users who engaged with specific campaigns or content
These segments can then inform Hubspot lists, workflows, and ads audiences.
3. Personalization at Scale
Using behavior and attribute data from your DMP, Hubspot campaigns can deliver highly personalized messages based on:
- On-site behavior
- Past purchases
- Engagement history
- Channel preferences
4. Consistent Cross-Channel Experiences
A DMP can push the same audiences to email, ads, mobile, and web personalization tools. Aligning those audiences with Hubspot ensures that contacts get consistent messaging wherever they interact with your brand.
How to Align a Data Management Platform with Hubspot
The exact integration steps depend on your tools and tech stack, but the process generally follows a clear pattern.
Step 1: Audit Your Current Data Sources
Before connecting anything to Hubspot, document every place you collect customer data:
- Web analytics and tag managers
- Advertising platforms
- Mobile apps
- Point-of-sale or ecommerce systems
- Support and ticketing platforms
This audit will guide how your data should flow into the DMP and what should sync back to Hubspot.
Step 2: Define Shared Identifiers
Your DMP and Hubspot need common identifiers to match data to the same person or account. Typical options include:
- Email address
- CRM contact ID
- Customer account number
- Hashed device or cookie IDs
Work with your technical team to map these identifiers across systems.
Step 3: Design Data Flows
Next, define how information should move between the DMP and Hubspot:
- Raw behavioral data flows into the DMP.
- The DMP builds and refreshes audience segments.
- Selected segments sync to Hubspot as lists or contact properties.
- Hubspot uses those segments in campaigns and workflows.
- Performance data flows back into the DMP for analysis.
Step 4: Build Hubspot Segments from DMP Data
Once the integration is working, use the incoming audience data to power Hubspot lists based on:
- Engagement level (high, medium, low)
- Lifecycle stage
- Purchase intent
- Industry or account attributes
These lists can trigger automation, nurture sequences, and tailored ad audiences.
Step 5: Test, Measure, and Optimize
As you roll out DMP-powered segments in Hubspot:
- Run A/B tests on email and ad campaigns.
- Track conversion rates and revenue impact.
- Tune your audience rules in the DMP based on performance.
Hubspot Use Cases Powered by a DMP
Here are practical examples of how a data management platform can enhance your work inside Hubspot.
Advanced Lead Scoring
Feed behavioral data from your DMP into Hubspot properties, then refine lead scoring rules to include:
- Ad engagement
- Cross-device activity
- Frequency and recency of visits
Account-Based Marketing (ABM)
Use your DMP to identify and group buying committees at target accounts, then sync them into Hubspot for coordinated ABM campaigns across sales and marketing.
Retention and Upsell Campaigns
Combine product usage and purchase data in your DMP, then push high-value customer segments to Hubspot to trigger:
- Renewal reminders
- Upsell offers
- Loyalty campaigns
Best Practices for a Hubspot-Centered Data Strategy
To make the most of your DMP and Hubspot, follow these best practices inspired by the original discussion on data management platforms.
Prioritize Data Quality
Ensure that data entering your DMP and Hubspot environment is accurate and deduplicated. Poor data quality quickly leads to poor campaign results.
Respect Privacy and Compliance
Work with legal and security teams to respect consent, retention, and usage rules across every system in your stack.
Align Sales, Marketing, and Service
Make sure every team that uses Hubspot understands how DMP-driven segments are created and what they represent. Shared definitions prevent misalignment.
Further Learning and Implementation Help
To dive deeper into the concepts behind data management platforms, review the original resource on HubSpot’s blog at this page about data management platforms.
If you need help designing integrations, workflows, or an overall Hubspot data strategy, you can also consult specialists at Consultevo for implementation and optimization support.
By pairing a modern data management platform with your Hubspot instance, you can unify fragmented data, deepen customer understanding, and run more effective, revenue-focused campaigns.
Need Help With Hubspot?
If you want expert help building, automating, or scaling your Hubspot , work with ConsultEvo, a team who has a decade of Hubspot experience.
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