Case Study WeSimplifi
                     Case Study
Driving Personalised 
Marketing for Electric Cars 
Using HubSpot’s Advanced
Capabilities
Marketplace Context
Online marketplaces are now central to how we buy, sell, and discover. From real 
estate and cars to niche products and services, they bring buyers and sellers 
together in one convenient place. Whether it's browsing properties, finding a
second-hand vehicle, or comparing product listings, the goal is the same, to 
create a seamless digital experience that connects people with what they need.
Although every marketplace is different, they all share a common challenge: how 
to understand visitor behaviour and turn that insight into meaningful 
engagement. This case study looks at an online marketplace for electric cars, but 
the same approach can be applied to any product or platform that relies on 
bringing people together in a digital environment.
Introduction
The client, an online marketplace for electric cars, aimed to enhance user experience 
and drive higher conversion rates by building a personalised online marketplace. 
They wanted to leverage HubSpot’s capabilities to dynamically personalise customer 
content and increase conversion rates through tailored marketing efforts.
The primary focus was to:
Electric Car Marketplace
Dynamic hyper-personalised content based on 
user behaviour and preferences.
Use HubSpot to increase customer conversion 
rates of their online marketplace.
Challenges
How to Access Page How to Segment Users Based How to Create Scalable and 
View Data Through the API? on Specific Vehicle Preferences Actionable Workflows?
While page view activity was visible on the Effectively? The client needed to accumulate data over 
contact page, there was no API endpoint to Creating segmented audiences based on time to understand buyer preferences and 
retrieve this data for further analysis. This specific vehicle preferences was essential. trigger workflows based on those insights. 
limitation made it challenging to track However, with 20 data points per vehicle and However, with thousands of vehicles in the 
cumulative user interactions and leverage thousands of vehicles in the marketplace, marketplace and new models being added 
them for informed marketing and sales continuously growing with new models added each month, manually creating lists and 
decisions. How could the client overcome this each month, managing segmentation became workflows for every possible scenario would be 
barrier and extract meaningful insights to drive a complex challenge. Building workflows or lists unsustainable. The challenge was to develop a 
personalised engagement? for every potential vehicle preference would dynamic, automated system that could scale 
result in an overwhelming number of lists and effortlessly while maintaining accuracy. How 
triggers, making it difficult to scale. How could could they automate these processes 
they simplify segmentation while keeping it effectively without creating a clutter of triggers 
precise and relevant without overloading the and lists, rendering the system unmanageable 
system? as the marketplace expanded?
Challenges
How to Build Accurate Buyer How to Implement Dynamic 
Personas Over Time? Content Personalisation?
Developing detailed buyer personas using How could the client present cars within emails 
collected data was essential for improving specific to a user’s interests, rather than merely 
marketing relevance. However, with 20 data recommending general car types? Achieving 
points per vehicle and multiple visits per user, this level of hyper-personalisation was critical 
capturing and utilising all these data points for improving engagement and conversion 
effectively posed a challenge. Relying solely on rates.
page view activity was insufficient for deep 
personalisation. How could they ensure these 
personas were accurate, continuously 
updated based on user interactions, and 
capable of driving meaningful engagement?
Solutions Implemented
Step 1 Integration with Marketplace Database
The first step involved integrating the client’s marketplace database with HubSpot to synchronise vehicle listings. This 
integration ensured real-time accuracy of vehicle data such as availability, pricing, and specifications. The 
synchronisation allowed HubSpot to pull the most up-to-date information from the database, ensuring customers 
always viewed accurate product details.
Step 2  Using Custom Events & Property Sync Custom Events Implementation:
Custom events were designed to capture precise user interactions and make them ac-
cessible via the API.
By leveraging JavaScript custom events alongside the HubSpot tracking code, each time 
a user visited a listing, a custom event was triggered.
This event extracted the Vehicle Identification Number (VIN) from the page URL and au-
tomatically enrolled the user into a workflow, allowing seamless data tracking and auto-
mation.
Creating Custom Records:
The workflow created a custom record (page view) associated with both the contact and the 
vehicle. For subsequent visits, the system either created a new record or incremented the view 
count of the existing record.
Property Sync Mechanism:
Property sync mechanisms were established to dynamically pull vehicle information onto the 
page view, ensuring real-time accuracy.
If integration was unavailable, data could be pulled directly from the page via the custom 
event, ensuring flexibility and adaptability.
Step3 Advanced Segmentation
Custom-coded modules were developed to analyse every page view made by a 
customer, capturing 20 key data points per vehicle.
Each time a user viewed a new listing, the system re-enrolled them in a workflow, 
updating their profile in real-time.
This continuous learning process refined buyer personas dynamically, ensuring that 
personalised marketing efforts remained accurate and highly relevant.
Step 4 Actionable Workflows
Workflows were strategically designed to create personalised 
customer journeys based on user behaviour and buyer personas:
Repeat Views Diverse Interests Price Alerts
If a user viewed the same vehicle If a user explored various vehicles, If the price of a previously viewed 
multiple times (e.g., 5 times), an a personalised email was sent with car dropped, an automated email 
automated email was triggered, recommendations for similar showcased the price change, 
highlighting that specific car with models. encouraging the user to reconsider 
additional details. the purchase.
Step 5 Buyer Persona Development
Data gathered from custom events and segmentation was utilised to 
build accurate, dynamic buyer personas that evolved and became 
more defined with every user interactions, providing valuable insights 
for personalised marketing.
Step 6 Marketing Emails with Dynamic HTML Content
Hyper-personalised marketing emails were crafted using dynamic HTML content stored in rich text properties on the contact  to 
deliver highly relevant recommendations specific to the contact, increasing engagement and conversion rates.
For example:
If a user frequently viewed black cars, they would receive an email showcasing a 
curated list of black vehicles across different brands.
If their favourite model was a Tesla, the email would highlight the latest Tesla listings 
matching their preferences.
If their browsing history indicated a specific budget range, the email would dynamically 
display cars available within that budget.
A combination of these insights allowed emails to provide tailored recommendations, 
such as a list of black Teslas under a specific price range, making the content more 
engaging and conversion-driven.
Step 7 Operation Hub and Custom Modules
Operation Hub and custom modules were utilised to streamline 
processes, enhancing scalability and maintainability without the 
need for constant adjustments as the user base or product 
inventory grew.
Results
Enhanced segmentation and hyper-personalised content delivery, resulting in 
more targeted marketing efforts.
Achieved scalability and maintainability, ensuring seamless growth of the user 
base and product inventory without additional effort.
Increased user engagement through tailored workflows and personalised 
marketing emails, leading to higher click-through rates, open rates, and 
conversion rates.
Improved data handling and automation through the use of Operation Hub 
and custom modules, making the marketing process more efficient.
Conclusion
The implementation of HubSpot’s advanced capabilities effectively transformed 
the client’s online marketplace into a highly personalised and scalable platform. We Shape Your 
By leveraging custom events, advanced segmentation, and tailored workflows, Business Growth with 
the solution addressed critical challenges such as data accessibility, audience 
segmentation, and dynamic content personalisation. Furthermore, the 
integration of the Operation Hub and custom modules ensured smooth 
scalability and maintainability, enabling the client to continually enhance their 
marketing efforts as their user base and product inventory expanded.
Just like this approach transformed an automotive marketplace, imagine 
applying it to real estate. If you're in real estate, you could use a similar system 
to personalize property listings based on user preferences. For example, if a 
buyer repeatedly searches for homes with three bedrooms, within a specific 
budget, and with a garden, the platform could automatically recommend 
matching listings. This level of personalization not only enhances the user 
experience but also increases engagement and conversion rates across any 
marketplace.