Case Study: Appcues unqualifies 30% more leads with Hull

How Appcues Uses Hull To Unqualify 30% More Leads

Appcues, a B2B SaaS company that grows via free trials, struggled to give its small sales team quick, reliable insight into which trial accounts were actually getting value. Behavioral data lived in Mixpanel (fed by Segment) while sales lived in HubSpot, and HubSpot’s API and manual exports were unreliable and time-consuming — leaving reps to “cherry pick” or ignore many trials. Appcues turned to Hull to unify customer data and make product usage and Clearbit firmographic data available where sales already work.

Hull built unified master profiles from Segment/Mixpanel and Clearbit, then batched and synced contact, company and action data into HubSpot and real‑time alerts into Slack with a no‑code setup. The result: Hull made data reliable (fixing a process that previously succeeded only ~25% of the time), saved the team 20–40 minutes a day of manual monitoring, enabled sales to distinguish high‑value accounts, and allowed Appcues to unqualify roughly 30% more leads—improving focus and extracting more value from HubSpot without developer work.

Appcues

John Sherer

Sales Growth Manager