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Unify Customer Data & Supercharge HubSpot with The Modern SaaS Stack

Your customer data is fragmented across different platforms like your CRM, e-commerce store, and website analytics. This creates data silos that prevent you from seeing the full customer journey, leading to generic marketing, ineffective automation, and ultimately, lost conversions.

This playbook details how to implement 'The Modern SaaS Stack' to solve data fragmentation. We'll show you how to use Airbyte Cloud to automatically pull data from sources like HubSpot and Shopify into a central data warehouse, Google BigQuery. From there, dbt Cloud transforms the raw data into a powerful, unified customer 360 model. This enriched data is then synced back to HubSpot, turning it into a hyper-personalized marketing engine.

Expected Outcomes

  • Eliminate data silos by centralizing all customer data.
  • Achieve a true 360-degree view of the customer journey.
  • Unlock hyper-personalization for email campaigns and marketing automation within HubSpot.
  • Significantly increase lead-to-customer conversion rates.
  • Improve the ROI of your marketing spend through highly targeted engagement.

Core Tools in This Stack

Google BigQuery

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A serverless, highly scalable, and cost-effective multicloud data warehouse designed for business agility, allowing users to run analytics at petabyte-scale with zero infrastructure management.

Key Features
  • Serverless Architecture
  • BigQuery ML
  • BigQuery Omni
  • BigQuery BI Engine
  • Real-time Analytics
  • Connected Sheets
  • Geospatial Analysis
  • Built-in Security and Governance
Ideal For

Company Size: Small, Medium, Large

Industries: Technology & Software, Business & Professional Services, Retail & E-commerce, Creative & Media, Health & Wellness, Education & Non-Profit

Pricing

Model: Free Tier, On-demand (Pay-as-you-go), Flat-rate Subscription

Tier: Usage-based

Ease of Use

Moderate

Airbyte

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An open-source data integration platform that moves data from any source to any destination, with a vast library of pre-built connectors and a framework for building custom ones.

Key Features
  • Extensive library of 350+ pre-built connectors
  • Open-source core with a large community
  • Connector Development Kit (CDK) to build custom connectors in hours
  • Manages schema and API changes automatically
  • Flexible deployment: self-hosted, cloud, or enterprise
  • Integration with dbt for in-destination transformations
  • Full control over data residency and privacy
Ideal For

Company Size: Small, Medium, Large

Industries: Technology & Software, Business & Professional Services, Retail & E-commerce, Creative & Media, Other

Pricing

Model: Free, Usage-based, Subscription

Tier: Mid-Range

Ease of Use

Easy to use

dbt Cloud

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dbt Cloud is the hosted platform for developing, testing, scheduling, and deploying dbt (data build tool) projects, enabling data teams to collaborate on building reliable data pipelines and models using SQL.

Key Features
  • Web-based IDE
  • Job Scheduling & Automation
  • Integrated CI/CD
  • Version Control with Git
  • Metadata API & Data Catalog (dbt Explorer)
  • Alerting and Monitoring
  • Semantic Layer for Metrics
  • Team Collaboration Features
Ideal For

Company Size: Micro, Small, Medium, Large

Industries: Technology & Software, Business & Professional Services, Retail & E-commerce, Creative & Media, Health & Wellness, Other

Pricing

Model: Freemium, Subscription, Enterprise

Tier: Medium

Ease of Use

Medium

HubSpot

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HubSpot offers a comprehensive CRM platform with software and support to help businesses grow. Its connected platform includes hubs for marketing, sales, customer service, content management, and operations, designed to scale with your business from free tools to enterprise-level plans.

Key Features
  • Contact & Lead Management
  • Sales Pipeline Management
  • Marketing Automation
  • Customer Service Ticketing
  • Reporting & Analytics Dashboards
  • Content Management System (CMS)
  • Forms & Landing Pages
  • Live Chat & Chatbots
  • Email Tracking & Templates
Ideal For

Company Size: Micro, Small, Medium, Large

Industries: Technology & Software, Business & Professional Services, Retail & E-commerce, Creative & Media, Education & Non-Profit, Health & Wellness

Pricing

Model: Freemium, Subscription

Tier: Mid-Tier

Ease of Use

Very Easy

The Workflow

graph TD subgraph "The Modern SaaS Stack" direction LR N0["Google BigQuery"] N1["Airbyte"] N2["dbt Cloud"] N3["HubSpot"] N3 -- "Extracts raw object data" --> N1 N1 -- "Loads raw data" --> N0 N1 -- "Triggers transformation job" --> N2 N2 -- "Runs SQL models to transform data" --> N0 end classDef blue fill:#3498db,stroke:#2980b9,stroke-width:2px,color:#fff; classDef green fill:#2ecc71,stroke:#27ae60,stroke-width:2px,color:#fff; classDef orange fill:#f39c12,stroke:#d35400,stroke-width:2px,color:#fff; class N0 blue; class N1 blue; class N2 blue; class N3 blue;

Integration Logic

  • Customer 360 Synapse

    This integration establishes a modern data pipeline for creating a Customer 360 view. Airbyte extracts raw data from HubSpot objects (Contacts, Deals, Companies, etc.) and loads it into a dedicated dataset in Google BigQuery (ELT). Once the raw data is loaded, a dbt Cloud job is triggered. This job runs a series of SQL-based transformation models that clean, deduplicate, and join the raw HubSpot tables. The final output is a single, wide table (e.g., `dim_customers`) in a separate analytics dataset within BigQuery, representing a unified and analysis-ready view of each customer.

Get the Step-by-Step Implementation Guide

Purchase this playbook for a complete, step-by-step walkthrough to build and deploy The Modern SaaS Stack. Stop struggling with fragmented data and start building marketing campaigns that resonate and convert.