Case Study: Homebase achieves better feature discovery and retention with Heap

How Homebase harnesses intent with Iterable + Heap

Homebase, a subscription-based business service for small businesses, wanted to improve feature discovery and retention by identifying users who showed intent for non-core offerings like HR support, compliance, onboarding, and higher-tier plans. Using Heap, Homebase aimed to capture website behavior signals it couldn’t previously connect to its automated marketing, so it could send timely, relevant follow-up messages through Iterable.

Heap’s identity resolution and event tracking, integrated with Iterable, let Homebase turn marketing-site activity into personalized triggers without engineering effort, cutting hours of development time from campaign setup. The result was stronger targeted messaging, with triggered emails generating about twice the open and click-to-open rates of other emails, while also driving more traffic to product pages and helping Homebase boost feature discovery, retention, and MRR.

Homebase

Ryan Milligan

Marketing and Sales Ops Lead