Personalization is key to effective and memorable marketing, but achieving gold-caliber personalization requires fresh and accurate data, which is where the data team comes in. In this article, we'll explore how data teams can drive revenue by supporting marketing initiatives, focusing on three key examples: segmenting users based on trial activity, personalizing a free trial report with usage data, and emailing users about upgrading just after they use a paid feature. We'll dive into a practical example of personalizing emails with product usage data using HubSpot, Snowflake, and Census, covering the setup of custom properties, creating an email with dynamic variables, setting up a sync in Census, and sending highly-personalized messaging to users based on their product usage data. By activating data in HubSpot, data teams can directly impact key business metrics and drive revenue, making their work even more valuable to the company.