InsightsAnalyticsHubSpot acquires customer data synchronization platform PieSync

HubSpot acquires customer data synchronization platform PieSync

HubSpot announced its acquisition of Belgium-based PieSync, an integration platform as a service, on November 4. PieSync integrates customer data across apps.

On November 4, HubSpot announced its acquisition of a company called PieSync. PieSync is an integration platform as a service (iPaaS) specializing in customer data.

While not directly a CDP, PieSync handles customer data and syncs it bidirectionally across software platforms. The company was founded in 2014 and is based in Belgium. In 2018, PieSync raised a Series A funding round that put them at a $5 million valuation, according to Crunchbase.

Why PieSync?

Most marketers use multiple and varied applications on a daily basis. An integration service like PieSync, then, helps save manual labor and eliminate inconsistencies by automatically syncing data across apps.

This would save time not only for individuals but across teams and departments.

HubSpot taking one step closer to a CDP?

PieSync isn’t specifically a CDP as it doesn’t create a persistent customer database. But it may be a step in that direction.

In June of this year, three other major marketing clouds (Salesforce, Adobe, Oracle) made significant announcements about CDPs. Salesforce said that the next generation of its Customer 360 platform would include a CDP. Adobe brought together its Experience Platform with its Audience Manager to create “a world-class solution to the CDP use case.” And Oracle announced a collaboration with consultant groups Accenture and Capgemini to “address the hype and confusion” around the CDP market (in addition to launching its own CX Unity last year).

“Highest customer reviews of any iPaas”

Commenting on the acquisition, HubSpot co-founder and CEO Brian Halligan said:

“PieSync has the highest customer reviews of any iPaaS on the market, which is a huge testament to the power of their technology. We’re excited to bring them on board and further move HubSpot from an all-in-one suite to an all-on-one platform.”

Per the company announcement, PieSync will be sold as a separate product, but HubSpot customers will be offered a 25% discount. For current PieSync customers, their subscriptions will not change. HubSpot customers using other iPaaS platforms will also be able to continue doing so.

PieSync pricing starts at $9/month for smaller teams.

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