Make the CRM connection part of the experience
Include the CRM connection in the scope of your interactive experience, rather than treating data capture as a separate task. For UST's NavigatorAI, the platform was integrated with HubSpot to capture first-party data and support future engagement. The experience guided prospects through tailored questions about user-specific challenges and generated personalised recommendations informed by UST's AI playbook and expertise. Planning the connection means considering both what prospects receive during the experience and what information remains available afterwards. A 2025 finding from Integrate reported that More than 60% of B2B marketing teams in marketing operations and demand generation report that poor data disrupts lead handoffs and slows sales productivity. Plan how captured inputs will inform subsequent engagement, while keeping participation distinct from readiness for a sales conversation.
Sources: UST NavigatorAI: Creating personalised experiences with generative AI