HubSpot Integration

The purpose of this project is to enable the VEssel Vanguard application to automatically collect and compute key usage metrics, and sync them into HubSpot CRM as properties on Company records, providing the Sales & Customer Success team with actionable insights into customer engagement and product adoption.

A proper HubSpot integration can help us identify which clients are thriving and which are quietly drifting toward churn. By syncing key behavioral signals — logins over the last 30 days, last-seen timestamps, number of tasks created/completed, feature usage patterns, active users, adoption of specific capabilities, and simple health indicators like Healthy / Slipping / At Risk — every client record becomes a living snapshot of product engagement.

Solution Overview

VVG app → API → HubSpot CRM Properties

We create custom properties on the Company object in HubSpot which we update via the Hubspot API from VV backend, e.g:

  • logins_30_days
  • last_login
  • tasks_created
  • tasks_completed
  • monthly_active_users
  • usage_health_score

From a why perspective I believe to be the cheapest, lowest effort, and still powerful analytics stack for VVG. To add other analytics platforms will quickly become cost prohibitive. We can gather events in the database in a simple events table:

  • user_id
  • account_id
  • event_name
  • timestamp
A nightly script will analyze usage data to work out:
  • logins
  • events counts
  • unique active users
  • recency
Which pushes into HubSpot via exiting APIs and the sales/supports teams can build dashboards as they require.

Bonus Feature: HubSpot Workflows for Alerts
Once usage data is in HubSpot, we can:

  • Trigger alerts when a client stops logging in
  • Automatically notify Sales team when usage drops
  • Create “Health Scores”
  • Drive billing or renewal processes
  • Identify upsell opportunities

Dan to do:

  • Add tasks to model

HubSpot Visualization (CS & Sales)

Recommended Dashboards

Client health summary

  • Usage Health Score (gauge)
  • Monthly Active Users
  • Logins (30 Days)
  • Number of Vessels

At-risk accounts where:

vv_usage_health_score < 40

Healthy accounts where:

vv_usage_health_score > 70

Recent login activity showing

  • Company
  • Last Login
  • Logins (30 Days)

Optional Additional Event Types (Future-Proof)

We may later instrument:

  • feature_use_event (e.g., “added_engine”, “created_logbook_entry”)
  • settings_updates
  • mobile app usage
  • vessel changes
  • errors encountered
  • recurring feature adoption

These can be factored into the health score.

Next: HubSpot Development Plan