What do you like best?
I recommend Hull to every marketer I meet. Easily unify any disparate data from existing silos using their prepackaged integrations (or make your own), augment that data with third party data (we use Clearbit), then push any slice of that data into any other platform (CRM, marketing automation, etc) to enable advanced segmentation and personalization. Best of all, you don't need a developer to do it - marketers can own this entire process (although it helps to have someone available who can write the occasional SQL script).
What do you dislike?
My biggest complaint is the lack of a folder structure for segments. When you have as many segments as we do, it's almost impossible to find the right segment unless you are very religious about creating and following a naming convention taxonomy. This seems like an easy fix, and the product team is very quick. so wouldn't surprise me if this gets fixed quickly.
Recommendations to others considering the product
Don't hesitate - get this now before other marketers realize how critical it is to everything they do and the license costs go up. Seriously - I have regretted software purchases before, and haven't once regretted adding Hull as the center piece of our martech stack.
What business problems are you solving with the product? What benefits have you realized?
We have a number of unique audience segments, so a one-size-fits all approach to messaging doesn't really work. We use Hull + Clearbit to solve for this, enabling us to get close to 1:1 messaging across email and chat (web personalization is next), which has helped us improve our engagement and conversion metrics.
We have also set up an early stage Reveal Loop, which turns IP's visiting our site into known companies, identifies decision-makers at those companies, and sends that data to our marketing automation platform which emails them a personalized intro and an offer. We set this up recently and have already gotten some great leads off the program.