Industry
Insurance
Challenge
Fidelidade sought to unify customer data to deliver personalised, consistent, and more relevant experiences across all digital channels.
Results
Fidelidade now has an integrated platform that enables journey automation and the delivery of more relevant and personalised experiences.
Key Product
Marketing Automation, Insurance, Personalisation, Conversion
“The goal was never simply to collect information. It was to transform it into an operational capability to understand context, identify opportunities, and personalise the digital experience. In this sense, HubSpot moved beyond functioning solely as a marketing platform, assuming a central role in activating Fidelidade’s first-party data.”
Executive Summary
Fidelidade wanted to move from a campaign-based approach to one centred on the customer journey — creating more relevant digital experiences across multiple channels. With YouLead, it implemented a Customer Journey Orchestration strategy built on HubSpot, integrating contract data, digital behaviour, and business events. The result: +8 percentage points in conversion rate among impacted customers, versus the control group.The Challenge
In an increasingly digital market, Fidelidade faced a challenge common to large organisations with high customer volumes and multiple channels: turning dispersed data into relevant, consistent experiences.
The organisation needed to:
Personalise the digital experience in real time.
Ensure consistency across website, app, email, and other channels.
Improve the relevance of communications throughout the customer journey.
Recover lost commercial opportunities (e.g. abandoned simulations).
Create an integrated and actionable view of the customer.
The challenge was not simply to communicate better. It was to understand each customer’s context and activate the next best action at every moment.
The YouLead Solution
YouLead designed and implemented a Customer Journey Orchestration architecture built on HubSpot, consolidating information from multiple sources into a unified, actionable view.
Use Case — Recovery of Abandoned Car Insurance Simulations
One of the first implemented use cases focused on recovering users who started an online car insurance simulation but abandoned the process before completing the purchase.
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Journey implemented:
- Abandon intent detection — When the user showed intent to leave the simulation, a ‘Before You Go’ interaction was presented to save progress and capture their contact details.
- Personalized website re-engagement — On returning to the website, the user was recognised and received a personalised experience referencing the previously started simulation.
- Email recovery (T+24h) — After 24 hours, a personalised communication was sent with direct access to resume the simulation.
- Digital retargeting — Retargeting campaigns aligned with the simulation context, maintaining continuity of experience throughout the decision journey.
Your business could be next.
Talk to a YouLead consultant and discover how to turn your data into growth.
Frequently Asked Questions
What is Customer Journey Orchestration?
CCustomer Journey Orchestration is the ability to coordinate personalised experiences for each customer across multiple channels and moments — in real time, based on behavioural data, context, and interaction history.
How does HubSpot support omnichannel personalisation?
HubSpot centralises customer data, automates journeys, and enables the activation of personalised communications across email, website, app, and paid channels — from a single integrated platform.
How long does it take to implement a Marketing Automation strategy with HubSpot?
It depends on the complexity of data integration and the number of journeys to automate. Projects like Fidelidade’s are implemented in phases — the first use cases go live within weeks of initial configuration.
What is first-party data and why does it matter?
First-party data is information collected directly by a company from its own customers and users. With the end of third-party cookies, activating first-party data has become essential for effective personalisation.
Does YouLead work with companies in the insurance sector?
Yes. YouLead has proven experience in the insurance sector, with Marketing Automation, CRM, and digital personalisation projects for major organisations such as Fidelidade.