“PieSync is a user-friendly product. With a bit of help from their customer support people, we set up a tailor-made configuration that adjusts perfectly to our company’s particular needs.”
The challenge
In marketing, you may effusively say that success is led by the power of communication. That’s precisely Gluhub’s business. For the agency’s Director Steve Seymour and his team, the mission is very clear: to deliver effective marketing communication that connects their clients with customers.
Glubhub is one of the two brands of Aimtrac Group Ltd. When an association is constituted by several brands offering different services, managing customer bases can become a complex process.
The problem that we came across was that both of our brands were using all these different applications for each process, and we realized we were storing data silos in each one of them.
Within their amazing SaaS stack, Gluhub has Mailchimp as an email marketing tool for newsletters and other communications, Contacts+ (formerly FullContact) for its card reader function and contact enrichment features, Stripe as a billing software and Xero as their accounting system.
How PieSync helped
As a growing brand, Gluhub was moving in a direction where segmentation is key. They needed to ensure that the correct information would reach the right people.
Before PieSync, we were looking for a solution that would allow us to store and share the contact information we were collecting in Contacts+ with other apps and vice versa. Native integrations and one-way pushes were nice options, but they had limitations. We needed to have control over the way contacts were going to flow between apps.
This is how Gluhub’s SaaS stack currently looks like:
Gluhub makes all the contact information flow through Contacts+. This app enriches each contact profile with additional information.
The connection created between Mailchimp and Contacts+ also helped Gluhub prepare for GDPR:
With GDPR coming, we wanted to clean out and make sure we were sending accurate communications to the right people. PieSync was very useful for that,” says Steve.
They configured if-this-then-that rules to use Contacts+ tags to automatically segment their subscribers into the right Mailchimp lists.
This type of rule reads: “If a contact is in Contacts+ and has Tag Gluhub, then sync the contact between Contacts+ and Mailchimp and subscribe to the Mailchimp List Group company: Gluhub." It adds: “Undo if contact does not have tag Gluhub, then Unsubscribe from list.”
This set of rules also works the other way around.
The integration between Stripe and Contacts+ allows the Gluhub team to identify active customers. The rule, in this case, establishes that when a customer has paid via Stripe, it will be synced to Contacts+ with the tag “Stripe”.
“It’s important to have the billing information available in other tools. For instance, if a customer calls me on my phone and I see the Stripe tag on Contacts+, then I know I will be talking to an active customer before I pick up the call,” says Steve.
Within Xero, Gluhub’s accounting team adds contacts under two categories: Suppliers and Customers.
“When we started to send out brand information, we realized most information was not relevant for our suppliers. We are syncing this segmentation to Contacts+, and therefore to Mailchimp, to be sure we are sending the right content to the right people,” says Steve.
For the future
About the results of this integration and Gluhub’s future plans, Steve says:
PieSync has done everything we needed and took us to a new stage of our business. I’m sure it will be useful in the future too.
Aimtrac Groups is also using PieSync for another one of their brands called Project Design Print and the results are just as effective. “PieSync is a user-friendly product. With a bit of help from their Customer Support people, we set up a tailor-made configuration that adjusts perfectly to our company’s particular needs,” says Steve.
