Sync data from
Snowflake to HubSpot
Connect your data from Snowflake to HubSpot with Hightouch. No APIs, no months-long implementations, and no CSV files. Just your data synced forever.
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Integrate your data in 3 easy steps
Add your source and destination
Connect to 15+ data sources, like Snowflake, and 140+ destinations, like HubSpot.
Define your model
Use SQL or select an existing dbt or Looker model.
Sync your data
Define how fields from your model map to HubSpot, and start syncing.
Model your Snowflake data using any of these methods
dbt Model Selector
Sync directly with your dbt models saved in a git.
Query using looks. Hightouch turns your look into SQL and will pull from your source.
Create and Edit SQL from your browser. Hightouch supports SQL native to Snowflake.
Select available tables and sheets from Snowflake and sync using existing views without having to write SQL.
For less technical users, pass traits and audiences from Snowflake using our visual segmentation builder.
Where can you sync your Snowflake data in HubSpot
Contacts store information about individuals. From marketing automation to smart content, the lead-specific data found in contact records helps users leverage much of HubSpot's functionality.
The companies object is a CRM object. You can use individual company records to store information about businesses and organizations within company properties. The companies endpoints allow you to manage this data and sync it between HubSpot and other systems.
A a deal represents an ongoing transaction that a sales team is pursuing with a contact or company. It’s tracked through pipeline stages until won or lost. The deals endpoints allow you to manage this data and sync it between HubSpot and other systems.
In HubSpot, a ticket represents a customer request for help or support. The tickets endpoints allow you to manage this data and sync it between HubSpot and other systems.
To represent and organize your CRM data based on your business needs, you can create custom objects. Use the custom objects API to define custom objects, properties, and associations to other CRM objects before syncing data from Hightouch.
A marketing event is a CRM object, similar to contacts and companies, that enables you to track and associate marketing events, such as a webinar, with other HubSpot CRM objects. Below, learn more about working with the marketing event API to integrate marketing events into an app.
Does this integration support in-warehouse planning?
Yes, if you integerate Snowflake and HubSpot using Hightouch, in-warehouse planning is supported.
Great, but what is in-warehouse planning?
Between every sync, Hightouch notices any and all changes in your data model. This allows you to only send updated results to your destination (in this case HubSpot). With the baseline setup, Hightouch picks out only the rows that need to be synced by querying every row in your data model before diffing using Hightouch’s infrastructure.
The issue here is this can be slow for large models.
Warehouse Planning allows Hightouch to do this diff directly in your warehouse. Read more on how this works here.
Why is it valuable to sync Snowflake data to HubSpot?
HubSpot is the backbone of your sales org. It's where you manage all of your contacts, accounts, and deals. The problem is that most of your CRM data has to be manually input by individual sales reps, so it doesn't show you an accurate 360-degree view of your customer. You only have access to basic information and historical interactions.
All of your HubSpot data, in addition to the rich behavioral data captured through your app/website already, exists in Snowflake. Most of the time, this includes core metrics your data team has defined around lifetime value, workspaces, subscriptions, playlists, average order value, last login date, etc. There's a high chance you're probably even consuming this data in a dashboard, and your sales reps can't answer key questions like:
- Which accounts have the highest lifetime value?
- Which users have the highest utilization in our product?
- When did user X last log in to the app?
- Which leads/accounts should I be prioritizing?
- Which accounts are at risk of churning?
- What is the average order value of account X?
Your sales team doesn't want to hop back and forth between your various SaaS tools to answer these questions. They want to take action in HubSpot, and that means enriching your CRM with data directly from your warehouse.
Why should you use reverse ETL to connect Snowflake and HubSpot data?
Conventionally moving data from Snowflake to HubSpot meant downloading ad hoc CSV files and uploading them manually or forcing your data team to integrate with the HubSpot API and build and maintain custom pipelines. In reality, CSVs are not scalable, and in-house data pipelines and custom scripts break constantly.
Other point-to-point solutions create a weave complex web of pipelines to and from various SaaS applications and customer data platforms (CDPs), forcing you to pay for another layer of storage in addition to your data warehouses.
Reverse ETL solutions like Hightouch query against Snowflake and sync that data directly to HubSpot. You don't have to worry about CSVs or APIs. You can leverage your existing tables, data models, and audience segments. All you have to do is define your data and map it to the appropriate columns in HubSpot. You can schedule your syncs to run manually or even trigger them to run sequentially based on criteria that you define.
Hightouch automatically diffs data between syncs to ensure your only ever syncing the freshest data, and if any rows fail, Hightouch will automatically retry them later. A live debugger lets you analyze your API payload requests/responses and failed runs in real-time.
How to integrate Snowflake and Hubspot
There are 5 common routes taken when syncing Snowflake data to Hubspot. We've outlined them below including the pros and cons. Some major differences include security, speed, and flexibility.
Option 1: Reverse ETL (Hightouch)
Reverse ETL works completely differently from all of the other options because you can use the power of Snowflake to move data directly to Hubspot. Reverse ETL tools like Hightouch integrate with your current technology stack, providing built-out integrations to let you sync data from Snowflake to Hubspot in real-time.
All you have to do is define your data using SQL or your own existing data models. Better yet, Hightouch doesn’t actually store any of your data, so you never have to worry about compliance issues. Getting started with Reverse ETL is extremely simple if you follow these steps.
Step 1: Connect to Your Data Source
Step 2: Connect Hightouch to Your Destination
Step 3: Create a data model or leverage an existing one
You can use SQL to define your data directly in the Hightouch UI or even leverage your existing data models.
Step 4: Choose Your Primary Key
With Hightouch you can map on any unique key, not just users and accounts.
Step 5: Create Your Sync
Once you have created your sync, you simply have to choose the appropriate columns and map them to the fields in your end destination.
Step 6: Schedule Your Sync
Once your sync is created you can run it manually, define a set interval, or schedule it to run after a dbt job is completed.
The first integration with Hightouch is completely free so you can actually get started today. If you want to learn more about Reverse ETL, download our guide.
Option 2: Manual CSV FIles
One of the easiest ways to move data from Snowflake to Hubspot is to simply download a specific data set as a CSV file and then upload that file directly to Hubspot. Generally, this only takes a few minutes and is relatively easy to do. There are a couple of challenges to this approach though. Firstly, you have to ensure that your file has the proper columns/rows before uploading it to Hubspot, otherwise, you risk ruining the data that already exists in Hubspot (the last thing you want to do is accidentally mess up the sales pipeline).
As you're probably already aware, there is no rollback or undo button in Hubspot. On top of this, data stored in a CSV file becomes stale really quickly. Generally, your business teams need to act on fresh data in order to be effective. Going this route also means that your engineering team will be fulfilling constant ad-hoc data requests.
Option 3: Custom Integrations
Building a custom integration directly to Hubspot is one way to address manual CSV downloads/uploads. However, building a custom data pipeline directly to Hubspot can pose equal challenges. Firstly, Snowflake and Hubspot are constantly changing and updating their APIs.
On top of this, building and maintaining an entirely new data pipeline for Hubspot can be extremely time-consuming to build and this is not even accounting for the maintenance involved with keeping it up and running. If you have a relatively small amount of data this could be doable, but scaling this approach and building more data pipelines for additional SaaS applications in the future is nearly impossible.
Option 4: iPaaS (Integration Platform as a Service)
If you have a relatively simple use case an iPaaS solution like Tray or Workato could suit your needs for sending data from Snowflake to Hubspot. These types of tools provide you with a platform where you can build low-code intuitive workflows. You can use these workflows to move data from one system to another.
Generally, iPaaS tools are designed to be a one-size-fits-all solution and you can easily find yourself neck-deep in complex if/then statements and numerous dependencies within each individual step. In most cases, iPaaS solutions are best suited for automating tasks and business processes rather than moving complex data from one system to another.
Option 5: CDPs (Customer Data Platform)
CDPs are probably the most well-known and popular solution for moving data from one system to another. CDPs help you consolidate all of your customer data into a centralized location and let you push it out to nearly any destination of your choosing. CDPs take an extremely long time to implement because they typically come with long and drawn-out sales cycles.
On top of this, CDPs don’t necessarily play nicely with your current technologies. To be specific, CDPs simply create a second source of truth. They are also extremely rigid and in many cases they only let you map columns/rows based on users and accounts, which makes it really difficult to leverage your own unique custom objects or data models. In addition to this, you don’t own the data since it is no longer in your own cloud environment.
Target customers to upsell based on the product features they currently use
See a customer's Stripe and NetSuite invoices directly from HubSpot
Personalize content in marketing emails based on a customer's product usage
Send lifecycle emails to customers based on their recent activity in the product (like abandoning a shopping cart)
Send tips to customers on valuable features they haven't used yet
Congratulate customers for reaching milestones within the product
Why sync data from
Snowflake to HubSpot?
Today nearly every single interaction between your customers and prospects across both sales and marketing channels is captured in Hubspot. There’s a problem though. HubSpot only shows you one view of your customer. All of your unique customer data (e.g. product usage data, event data, custom audiences, etc.) is stored in Snowflake. To truly create a personalized customer experience your business teams need access to this information in HubSpot.
Snowflake is a managed cloud data warehouse that helps you consolidate and aggregate your data into a single, centralized platform to tackle analytics use cases. These workloads include data warehousing, data lakes, data engineering, application development, data sharing, and business intelligence.Learn more about Snowflake
HubSpot is an inbound marketing and sales platform that helps companies attract visitors, convert leads, and close customers. Its products and services aim to provide tools for social media marketing, content management, web analytics, CRM and search engine optimization.Learn more about HubSpot
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