Segment.io is a popular customer data platform that tracks individual customer actions, such as what pages they viewed or when they logged in. These insights are crucial to informing your whole funnel from acquisition to upsell and to churn prevention. By knowing what information your customers or prospects are looking at, you can get an idea of what they need or what could be holding them back.

That information alone won’t be actionable unless you connect it with your CRM data – aka your source of truth.

Here’s where Breadcrumbs comes into play. After you connect your primary source (i.e., HubSpot), you’ll be able to connect Segment.io and get a detailed view of a contact and their actions.

Breadcrumbs will act in real-time and enrich the data in your scoring model so that it will be easier than ever to close a deal, upsell current customers, and detect clients that are sending you churn signals.

Why would you need a tool like Segment.io when creating a scoring model in the first place? There are many benefits to using a secondary data source as part of your scoring strategy:

1. Get the complete picture — in one place. When adding Segment.io to Breadcrumbs, you will bring all your data sources together to get the full scope of the activities a contact takes – all in one place.
2. It’s all about timing. Send Breadcrumbs all the marketing and product events you are tracking, and we will automatically update your scoring model with the most accurate version based on your live data.
3. Your data, your rules. You don’t have to rely on this data being stored within the MAP or CRM to score against: you’ll have access to the information Segment.io tracks directly in Breadcrumbs — no more go-betweens.
4. Focus on the intent. When used with your CRM data in Breadcrumbs, your Segment.io data will provide another dimension of information. Instead of just looking at marketing metrics like email clicks and web form submissions, you can get a deeper intent data set that provides another lens into the activities your database is taking.