Like many organizations, Tealium uses Pendo to understand user behavior, improve product experiences, and capture real-time feedback. We’ve amplified Pendo’s impact by integrating with Tealium’s Customer Data Hub to build connected, data-driven workflows that deepen engagement and automate downstream actions. By linking Pendo with systems like Salesforce and Marketo through our CDH, we’ve been able to create real-time feedback loops, deliver personalized experiences, and ensure accurate customer data. The examples below illustrate how customers can adopt similar approaches to achieve comparable results.
Automating Learning Access Through Real-Time User Provisioning
When new users join a platform, one of the biggest onboarding challenges is ensuring they have immediate access to the right training and resources. We also found that much of our negative feedback comes from users who haven’t completed our education courses. With these insights in mind, we made it a priority to get as many new and existing users as possible into our LMS. Rather than managing this process manually, which often leads to delays and inconsistent experiences, we took an automated approach by integrating Pendo with Tealium to seamlessly provide every user who logs into our platform with access to our learning content.
To support a full rollout, we backfilled the Learning Management System with all existing users, specifically, anyone who had logged into the platform within the past year. Using Pendo, we created a segment to track login activity and identify these users. Following a one-time upload that generated LMS accounts and sent invitation emails, we then focused on automating the account creation process for new users going forward.
For new platform users, we leveraged Pendo to gather basic information during registration. This data is then sent via webhook to AudienceStream, where visitor profiles are enriched and users join the appropriate audiences for upsert into the LMS via our Tealium connector.
With AudienceStream and Pendo working together, data collection, audience qualification, and activation are fully automated, making LMS account creation seamless and consistent. Every new user automatically gains access to the learning resources they need from day one, streamlining onboarding and accelerating time-to-value.
Unifying Customer Data for Clean, Enriched Records Across Systems
Accurate customer data is essential for every organization, but most teams struggle to maintain it across disconnected systems. Information often lives in silos or requires manual updates. To solve this problem, we built an automated workflow, using Tealium’s Customer Data Hub as the
connector between our Behavioral Customer Data in Pendo and downstream operational tools. Combining Pendo and Tealium Data allows us to collect, standardize, enrich, and distribute our customer information to various tools to ensure all our teams have access to the most up-to-date customer information when they need it.
While our CRM and ESP integrate well to share contact data, they lack visibility into user engagement within our platform. By introducing Pendo and Tealium, we filled that gap, tracking key behaviors like logins, product usage, and account access. This enriched data flows into our downstream systems, giving us a complete, real-time view of our customers and powering more personalized, informed interactions.
Our process began with a full backfill of existing platform users into AudienceStream, including their most recent login activity. After enriching each visitor profile, we synced the data to Marketo and Salesforce to ensure every platform user was accurately represented across systems. Going forward, each new login event triggers a Pendo webhook to AudienceStream, automatically enriching profiles, requalifying audiences, and passing real-time user insights to Marketo and Salesforce. This automation keeps our Marketing, Sales, and Customer Success teams working from a single, current source of truth.
By automating this process, we ensure that data remains accurate, unified, and consistent across all systems and teams at Tealium. This produces enriched records that reduce fragmentation, enable stronger personalization, and drive greater operational efficiency.
Capturing In-App Customer Data to Power Personalized Engagement
Even with robust analytics, many organizations struggle to maintain complete customer profiles. Key details, such as role, department, or location, are often missing or outdated in CRMs and marketing platforms, resulting in lost personalization opportunities and inconsistent customer experiences. Once our systems were fully synced, we closed these gaps by capturing the missing information directly within our application, where customers are most engaged.
To fill in the missing pieces of customer data, we implemented two complementary approaches. New customers were prompted to provide key profile details through a Pendo survey during
registration, while existing customers were invited to update their information through a separate, less intrusive form. Data from both sources flowed into AudienceStream for visitor profile enrichment and audience assignment. Using AudienceStream Connectors, this enriched data was then synced to Marketo and Salesforce, creating a unified customer view across all four systems. By leveraging AudienceStream as the central hub for data collection and distribution, our sales, marketing, product, and customer success teams now operate from the same accurate, up-to-date customer information, enabling streamlined personalization, consistent segmentation, and reliable reporting without manual effort.
Self-service Feature Enablement Through In-App Guides
As we continue accelerating the release of new and updated products that deliver value to our customers, our goal is to make feature adoption simple, intuitive, and customer-led. Instead of creating barriers that slow adoption, we want users to feel empowered to explore and enable new functionality at their own pace.
To achieve this, we built a workflow that allows customers to opt into new features directly within the product using Pendo guides. These guides introduce the added functionality, provide
quick access to full documentation, and, thanks to Pendo’s advanced segmentation, are shown only to the users for whom they’re most relevant. Once a feature is enabled, we also use Pendo to capture in-the-moment feedback to inform ongoing improvements.
Tealium’s CDP serves as the connective tissue between Pendo and our feature management and experimentation platform, orchestrating the data flow that powers the enablement process. When a user opts in through a Pendo guide, an event is sent to the CDP, which then passes the information to the feature management system—ultimately activating the feature for that user.
This product-led approach eliminates manual friction, accelerates innovation, and provides real-time insights that help refine our offerings. For customers, it translates into greater flexibility, control, and a more personalized experience within the platform.
By integrating Pendo with Tealium’s Customer Data Hub, organizations can turn behavioral insights into real-time, connected workflows that enhance every part of the user experience. These examples show how combining behavioral data from Pendo with Tealium’s data orchestration capabilities helps customers automate onboarding, enrich customer records, and deliver more personalized experiences without manual work. This connected approach not only ensures data accuracy and consistency across teams but also allows organizations to respond to user needs faster, measure impact more precisely, and continuously improve engagement. With unified, real-time data driving every interaction, companies can create more seamless experiences that drive adoption, satisfaction, and long-term growth.
