HubSpot and Amplitude partner

The partnership will see marketers able to use HubSpot’s Lead Scoring tool with access to Amplitude insights, which the firms said would help them to get better leads to sales and build more targeted marketing campaigns.

Got-to-market teams can also track product usage alongside traditional customer relationship management data, with joint customers able to see Amplitude charts in their HubSpot dashboards and target customer cohorts based on product usage or other key buying signals.

Teams can also bring HubSpot data into Amplitude to understand marketing campaign performance.

Amplitude is also natively integrated into the HubSpot App Marketplace, and, as a HubSpot certified app, meets HubSpot’s security, privacy, reliability, performance, usability, accessibility and value standards.

Andy Pitre, executive vice-president of product at HubSpot, said: “HubSpot customers have told us they want better visibility into user behaviour in their products. They know this data is key to accelerating growth.

“Our partnership with Amplitude delivers the context organisations need to be successful. When marketing, sales, and support teams are aligned, they can drive better results.”

Francois Ajenstat, chief product officer at Amplitude, said: “We want to help every company achieve their growth goals, and that starts with unlocking the power of their products.

“Instead of wasting time on the wrong leads and the wrong campaigns, teams can use product behaviour signals to upsell, convert and retain more customers.”