From Fragmented Data to 360° Customer View

Trans.eu is a European technology company that provides a digital logistics platform for road transport, connecting carriers, freight forwarders, and shippers.

Its services and operations are split across three business units, each interacting with customers in different ways.

Customer data was spread across:

• the Synerise marketing platform,

• Snowflake as a data warehouse,

• and the Trans.eu platform itself.

As a result, no single system reflected the all customer interactions.

1) No visibility into attribution or engagement

There was almost no insight into where contacts came from or how they engaged with the campaigns.

First- and last-touch attribution didn’t exist, and customer activity was hard to assess.

2) Sales lacked a context for communication

Sales teams had no overview of all customer touchpoints, communication history, or intent signals across business units.

This reduced visibility into upsell and cross-sell opportunities and weakened coordination between teams.

3) Limited personalization

Real-time or context-aware communication was limited as marketing relied on fragmented data, and segmentation by market or business unit was inconsistent.

4) Automation that didn’t scale

Even simple nurturing workflows were slow and painful to build.

5) Inability to run proper ABM

Without a unified account view, marketing could not reliably identify target accounts, track engagement, or coordinate account-level actions.

1) Consolidate customer data in HubSpot

We implemented HubSpot as the single source of truth for customer data, while maintaining Snowflake and the Trans.eu platform in their operational roles.

Implemented hubs:

• Marketing Hub Enterprise

• Sales Hub Professional

• Operations Hub Enterprise

(Snowflake-HubSpot integration)

2) Build automation and data operations

Using Operations Hub, we built and standardized workflows for:

• Data sync between Snowflake -> HubSpot

• Customer Journey Stages

• Consent & Subscriptions

• Customer Lifecycle Stages

• Lead Management

• Marketing Contact Management

• Contact Source Management

And more...

(Contact source management workflows in HubSpot)

3) Implement deal attribution and contact source tracking

We set up attribution aligned with business needs, enabling:

• consistent contact source tracking across brands,

• connection between marketing activities and deals,

(Contact information in HubSpot)

(Deal information in HubSpot)

4) Rebuild campaign assets

We migrated forms and built new landing page templates with nurturing workflows to support scalable campaign execution.

(E-book landing page template - Polish version)

5) Build marketing dashboard for confident decision-making

With all customer data consolidated, marketing and sales gained access to reporting that supports:

• campaign performance analysis,

• account-level engagement tracking,

• pipeline and revenue visibility across 3 brands

(Marketing report in HubSpot)