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"I want to automatically recommend related products based on purchase history" "I want to send special offers to VIP customers"
By combining HubSpot's Deal functionality with workflows, you can automate segment distribution based on purchase history.
Segmentation Axes from Deal Records
| Segment Axis | Source | Use Case |
|---|---|---|
| Purchased Product/Service | Deal line items | Cross-sell related products |
| Purchase Category | Deal property or product category | New product announcements in same category |
| Purchase Amount | Deal amount | VIP customer special offers |
| Purchase Frequency | Number of associated deals | Repeat customer rewards |
| Last Purchase Date | Deal close date | Dormant customer re-engagement |
Purchased Product/Service
SourceDeal line items
Use CaseCross-sell related products
Purchase Category
SourceDeal property or product category
Use CaseNew product announcements in same category
Purchase Amount
SourceDeal amount
Use CaseVIP customer special offers
Purchase Frequency
SourceNumber of associated deals
Use CaseRepeat customer rewards
Last Purchase Date
SourceDeal close date
Use CaseDormant customer re-engagement
Implementation Patterns
Pattern 1: Category-Based Cross-sell
Category-Based Cross-sell
Trigger: Deal stage changed to Closed Won
Start workflow when deal is closed
Branch: What is the product category?
Determine category from line items or deal property
30 days later
Send related category recommendation email
Category A purchased → Recommend Category B
Pattern 2: Purchase Amount-Based VIP Segmentation
| Rank | Condition | Example Initiatives |
|---|---|---|
| Gold | Lifetime value $10,000+ | Early access to new products, dedicated support |
| Silver | Lifetime value $5,000+ | Special discount coupons |
| Bronze | Lifetime value $1,000+ | Double points campaigns |
| Regular | Under $1,000 | Standard newsletter |
Gold
ConditionLifetime value $10,000+
Example InitiativesEarly access to new products, dedicated support
Silver
ConditionLifetime value $5,000+
Example InitiativesSpecial discount coupons
Bronze
ConditionLifetime value $1,000+
Example InitiativesDouble points campaigns
Regular
ConditionUnder $1,000
Example InitiativesStandard newsletter
Pattern 3: Product-Based Upsell
Product-Based Upsell
Trigger: Deal closed (Product: Standard Plan)
Customers who purchased Standard Plan
60 days later
Email: How's your experience?
Check satisfaction
90 days later
Premium plan recommendation
Introduce advanced features
Combining with Contact Properties
| Deal Condition | Contact Condition | Content |
|---|---|---|
| Product A purchased | Industry: Manufacturing | Manufacturing case studies |
| Annual contract | Company size: 100+ | Enterprise feature guide |
| 3+ purchases | Newsletter subscriber | Loyal customer exclusive info |
Product A purchased
Contact ConditionIndustry: Manufacturing
ContentManufacturing case studies
Annual contract
Contact ConditionCompany size: 100+
ContentEnterprise feature guide
3+ purchases
Contact ConditionNewsletter subscriber
ContentLoyal customer exclusive info
Summary
- Prepare deal properties: Record information needed for segmentation
- Reflect info to contacts: Auto-update contact properties from deal data
- Combine conditions: Refine with both deal and contact conditions
- Set exclusion conditions: Always prevent unnecessary distribution