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How to connect Snowflake to HubSpot marketing automation

Usha Vadapalli
October 10, 2023

You've got a fantastic product that users adore, and your user base is growing by leaps and bounds. But here's the kicker: how do you take all that raw potential and turn it into sustainable growth, user retention, and, ultimately, revenue?

Your user base is leaving a trail of digital breadcrumbs with every product interaction. When analyzed, this trail can unveil valuable insights about their preferences, behavior, and needs. This is where your data warehouse comes into play. By connecting it to your marketing automation platform, you can transform this data into a strategic goldmine.

In this blog post, we are going to describe how to connect Snowflake, a very popular data warehouse used by many product-led growth companies, and HubSpot, a popular marketing automation tool.

Connecting Snowflake and HubSpot

Unfortunately, there is no direct native integration between Snowflake and HubSpot for marketing automation. However, you can connect Snowflake to HubSpot using a combination of tools and methods. The basic idea is to export data from Snowflake to HubSpot or vice versa using ETL (Extract, Transform, Load) processes or middleware platforms.

Here's a general step-by-step guide to help you establish a connection between Snowflake and HubSpot:

Step 1: Identify Data Sources and Requirements

Determine what data you need to transfer between Snowflake and HubSpot. This could include leads, contacts, customer data, product events, or any other relevant information.

Step 2: Use ETL Tools or Middleware

Choose an ETL tool or middleware platform to facilitate the data transfer. Some popular options include Apache Nifi, Talend, Apache Airflow, or cloud-based services like AWS Glue or Google Cloud Dataflow.

Step 3: Connect Snowflake

Configure the ETL tool to connect to your Snowflake database. You will need to provide the necessary connection details such as the Snowflake server URL, username, password, and database information.

Step 4: Extract Data from Snowflake

Create ETL jobs or workflows to extract data from Snowflake. Depending on your requirements, you may need to write SQL queries to select specific data or tables.

Step 5: Transform Data (Optional)

Use the ETL tool to transform the data into a format that HubSpot can understand. This might involve data mapping, cleaning, and formatting.

Step 6: Connect to HubSpot

Configure the ETL tool to connect to your HubSpot account. You will typically need to use the HubSpot API and provide authentication credentials.

Step 7: Load Data into HubSpot

Create ETL jobs or workflows to load the transformed data into HubSpot. You may need to map the fields in Snowflake to the corresponding fields in HubSpot.

Step 8: Schedule and Monitor

Set up a schedule for your ETL jobs to run automatically at the desired intervals. Monitor the data transfer process for any errors or issues.

Thoroughly test the data transfer process to ensure that data is accurately synchronized between Snowflake and HubSpot.

Integration Challenges

When integrating Snowflake with HubSpot without a native solution, be aware of:

  • Complexity: The setup and maintenance can be complex.
  • Data latency: Delays in data transfer may affect campaign timing.
  • Data quality: Ensuring data consistency and accuracy is vital.
  • Integration costs: ETL tools and maintenance can add to expenses.
  • Security and compliance: Privacy and compliance concerns must be addressed.
  • Scalability: Ensure the integration can handle growing data volumes.
  • Maintenance: Regular upkeep and updates are necessary.
  • Real-time limitations: Some integrations may not provide real-time data synchronization.

Unlock the Power of Snowflake with Inflection

B2B PLG companies using Snowflake data warehouse have a better alternative to run marketing automation with Inflection. Inflection.io offers a seamless solution to supercharge your growth automation without the hassle of third-party integrations.

Inflection offers native integration with Snowflake, eliminating the need for complex data pipelines, coding, SQL queries, and dependencies on engineering and data teams.

We built Inflection for the modern data stack and the platform seamlessly integrates with Snowflake, empowering you to launch targeted campaigns to accelerate onboarding, boost product engagement, drive adoption, and maximize revenue and pipeline growth. These are just a few examples of the impactful campaigns at your fingertips.

We combine product activity and firmographic data to provide a unified view of your customers making every bit of data within your data warehouse actionable. Armed with comprehensive insights into individual and account activities, you can effortlessly automate personalized PLG campaigns at scale.

Talking of scale, our backend infrastructure can handle millions of contacts and billions of product activities, ensuring a large user database, typical for a PLG business gets their emails on time.

Request a demo to see the full potential of Snowflake and Inflection integration can help you.