Marketing (HubSpot)

💼 Business Context

• Marketing operations builds and sends campaigns from HubSpot day to day — syncing CXOS segments there means marketers use governed, first-party-informed audiences without leaving their primary tool
• Keeps HubSpot's own contact list from drifting out of sync with the platform's unified view of the customer
• Owned by Marketing Operations / Platform Engineering

🔌 Technical Overview

A scheduled .NET Core Reverse ETL job (Docker container on Azure Container Apps Jobs) resolves the same Semantic Layer-defined segments used for Ad Platforms sync into HubSpot list membership, and writes engagement-relevant profile fields (LTV band, propensity scores, preferred channel) as HubSpot contact properties via its Contacts API, so marketers building a HubSpot workflow can filter and personalize on CXOS-computed fields directly.

💾 HubSpot Sync Payload

{
  "hubspot_object": "contact",
  "list": "high_ltv_low_churn_risk",
  "properties": {
    "cxos_ltv_band": "gold",
    "cxos_churn_risk": 0.12,
    "cxos_preferred_channel": "email"
  }
}

🔗 Integration Points

• Business Systems (Data Sources) — HubSpot as an original engagement-data source, distinct from this reverse sync
• Semantic Layer — the same governed segment definitions used for Ad Platforms sync, reused here for consistency
• HubSpot Contacts API — the write mechanism for list membership and contact properties
• Consent Enforcement — contacts who have withdrawn marketing consent are excluded from segment sync

🧰 Services Consumed

• Owning microservice — Cxos.Connectors.HubSpot (write path) (see the Full Application Service Map)
• No dedicated database — stateless connector (see Platform Connectors above)

⚠️ Non-Functional Considerations

• Scale: contact sync runs against the full active-customer segment population on a schedule, not per-contact calls
• Latency: segments refresh on the same cadence as Ad Platforms sync (typically daily) to keep both channels consistent with each other
• Reliability: a failed sync run retains HubSpot's last successfully synced segment membership rather than clearing lists mid-campaign
• Security/Privacy: only marketing-consented contacts are synced, and only the specific fields approved for the marketing-operations use case are written as contact properties

🎯 Enterprise Example

Marketing Operations builds a HubSpot workflow targeting the same 'high LTV, low churn risk' segment already used for ad-platform suppression — because both pull from the same Semantic Layer definition, the audience marketing emails and the audience ads target stay consistent with each other automatically.