Background:
A leading pet care brand specializing in eco-friendly products, had a growing customer base and needed a way to better leverage their eCommerce data for marketing. With a vast amount of customer data siloed in multiple platforms, they struggled to create a cohesive view of their buyers and automate processes that could improve customer retention and sales. Their team sought a robust solution that would integrate seamlessly with HubSpot, unify data, and automate engagement without compromising their brand’s unique tone and voice.
They partnered with Unific to streamline their marketing data into HubSpot, enabling a unified, data-driven approach for both automation and reporting. The partnership included migrating data from Klaviyo, creating custom automations, implementing A/B testing, and enhancing reporting features to drive insights.
Unific is a leading technology solutions provider specializing in customized software development for e-commerce. With a growing customer base and expanding product offerings, Unific recognized the need to streamline the automation of marketing outreach campaigns to encourage sales, as this brings clients closer to being loyal to a single brand.
They have a Deep Data Sync product that has been built over the course of 10 years, with over 2000 clients.
In 2024 Unific partnered with this brand to use Unific's tool in order to nurture clients at key points in their customer journey.
Challenges:
They faced several challenges in their quest for better marketing automation and data integration:
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Fragmented Data: Essential customer data was spread across Klaviyo, eCommerce platforms, and other tools, making it difficult to analyze and use effectively.
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Limited Reporting: Existing reporting capabilities did not give them the insights needed to understand customer journeys fully and refine marketing efforts.
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Manual Processes: Important workflows like cart recovery and post-purchase follow-ups lacked automation, resulting in missed opportunities for engagement and conversion.
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Lack of Customization: They needed a platform that could support their unique brand voice and customized templates for blog content and email marketing.
Solution
Unific provided a comprehensive data migration, automation, and customization solution to help this brand achieve their goals. Together, they embarked on a multi-phase plan to elevate the brand's marketing capabilities.
1. Data Migration and HubSpot Integration
Unific helped in the process of migrating historical data from Klaviyo into HubSpot, ensuring that no valuable customer information was lost. Alongside the integration that brought data from their ecommerce shop into HubSpot as well, they enabled a single source of truth for all eCommerce and customer engagement data. As a result, this brand's marketing team can access comprehensive customer profiles directly within HubSpot.
2. Automated Workflows
The brand's marketing team and Unific collaborated to create a suite of automated workflows tailored to enhance the customer experience:
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Abandoned Cart Recovery: By setting up automated cart recovery workflows, they could re-engage customers who left items in their cart, increasing conversion rates. Using active abandoned cart data from the store, as well as automated triggers, metrics and results were able to be monitored while experience was streamlined.
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Post-Purchase Follow-Ups: Tailored follow-up emails ensured this brand kept engaging customers after purchase, with the goal of improving retention rates and increasing opportunities for repeat purchases.
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A/B Testing: Unific and HubSpot enabled A/B testing capabilities for this brand's emails, encouraging them to identify high-performing subject lines, visuals, and calls-to-action, enhancing email effectiveness.
3. Enhanced Reporting and Insights
With data centralized in HubSpot, this brand gained access to detailed reports and dashboards that helped them analyze customer behavior, campaign performance, and sales trends in real time. This improved visibility allowed the team to make data-driven decisions, optimize strategies, and ensure alignment with business goals.
4. Customized Blog and Email Templates
Unific’s team aided in the to creation of a unique blog platform that supported their branding and content goals. The custom template allowed them to publish blogs directly on HubSpot, keeping their voice consistent and engaging for their audience while clients can access this from their website. The email templates created were likewise brand-specific, ensuring a unified look across all channels.
Results
The collaboration with Unific led to significant improvements in marketing performance:
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Enhanced Reporting Capabilities: With automated reporting and insights, the brand can pinpoint successful strategies, streamline decision-making, and effectively allocate marketing resources.
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Streamlined Operations: Automated workflows reduced manual intervention, allowing the marketing team to focus on strategy and creative content creation.
Conclusion
Through Unific’s data migration and automation expertise, this brand successfully transformed their eCommerce marketing strategy. The HubSpot integration not only provided a central hub for data but also allowed for consistent, branded communication across email and blog channels. This partnership empowered them to improve their customer journey, boost retention, and enhance overall marketing efficiency—paving the way for future growth and customer loyalty.
Key Takeaways
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Effective Data Migration and Integration: Centralized data within HubSpot, enabling a unified approach to customer engagement.
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Automated, Personalized Engagement: Abandoned cart recovery, post-purchase follow-ups, and A/B testing improved customer experience and drove higher engagement rates.
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Real-Time Reporting: Access to advanced insights allowed the team to make data-informed decisions.
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Customized Branding: Unique blog and email templates enabled consistent and engaging communication, strengthening the brand presence across channels.
