“We use HubSpot to drive our marketing activity, but needed more data to understand when a prospect converts to a customer. Payment analytics from BlueSnap fed into HubSpot to help improve our data efforts.”
Can you tell us a little bit about what Transparent Language does?
We develop innovative technology and methods to enable faster and more reliable language-learning outcomes for professionals in organizations with critical language requirements, for students and teachers in academic environments, and for anyone else intent on becoming more proficient in another language.
Whether you’re looking to brush up on your Spanish skills before a trip to South America or hoping to provide language resources to your team of 200 people, Transparent Language is the one-stop shop for all of your language-learning needs.
What were some of the payments issues you were facing?
Transparent Language has been a BlueSnap customer since 2012. We run all of our consumer business through the all-in-one payment platform, which has helped to ease the burden on our sales team, improved the customer buying experience, and helped simplify finance operations.
Our vast product line gives us a lot of messaging to focus on. This is both a blessing and a curse. One challenge is leveraging all of the relevant data about our Transparent Language Online customers in our different systems. We have customer usage data in Transparent Language Online, payments processed through BlueSnap for individual consumers, and other relevant contact interaction history in HubSpot our marketing/CRM solution.
We use HubSpot to drive our marketing activity, but needed more data to understand when a prospect converts to a customer. Payment analytics from BlueSnap fed into HubSpot to help improve our data efforts. In addition, we needed to know exactly what product they bought and which language(s) they are learning. In the future, we want to combine this with data from Transparent Language Online, which will allow us to add more personalized value to our communications with our customers.
How did you bridge this intelligence gap?
BlueSnap approached us to inquire about what the requirements would be to help us connect our payment with our marketing platform, so a few of our team members sat down to discuss. The gap was bridged through a “Zap” made by BlueSnap in Zapier. By using this “Zap” and connecting BlueSnap’s Payment Analytics and real-time alerts with our HubSpot data, we will be able to better segment with more knowledge in the future – allowing us to deliver more relevant communication to our customers.
Having BlueSnap’s data available in HubSpot will help us to better understand when people choose to buy, where they originally came from as a lead, and, in some cases, why they are purchasing Transparent Language Online. This will allow us to create better one-to-one communications in the future that will enhance our relationship with our customers. We plan to build HubSpot nurturing campaigns to drive usage from these customers and ultimately convert them to long-term subscribers.
What have the results been like?
With the creation of the “Zap” by BlueSnap, we have made enormous strides linking our data sources together and are now collecting some of the key data we need in HubSpot, which will be a key part of our new nurturing programs.
BlueSnap is enabling us to have better insight into purchase history when combined with marketing automation platforms, like HubSpot. We’re pleased with the data that we can now easily see on a single user, and look forward to building more data points into this integration with the help of BlueSnap.