You already have datasets that can drive revenue and support marketing initiatives, but they're sitting unused in your data warehouse. Unlocking this data and activating it in tools like HubSpot can help you reach the right people with the right message at the right time, driving revenue directly and justifying spend on data team personnel and tooling. By connecting user and product event data, you can personalize messaging to millions of users at once, impacting revenue directly and giving your data team a seat at the decision-making table as a strategic partner. HubSpot relies on three types of data points: people, lists, and actions taken by people, with lists being the most important for sending emails to the right people. By segmenting active and inactive users in a free trial, you can encourage upgrades and turn your data into a powerful revenue driver for your company.