Bridging the Gap: How Reverse ETL with Fabric + Fivetran Powers Personalization at Scale
- Mclain Reese
- Oct 16
- 2 min read
By Mclain Reese
Microsoft Fabric is a powerful analytics platform — but it isn’t built to handle every data integration need. When it comes to reverse ETL (Extract, Transform, Load) and connecting to the wide range of tools that marketing and sales teams rely on, Fabric needs a wingman.
That’s where Fivetran — and its newly acquired Census technology — comes in. Together, they make it possible to turn data stored in Fabric into actionable insights that drive personalization, automation, and growth.
What It Means
Fabric excels at analytics and warehousing. Fivetran’s reverse ETL capabilities excel at connectivity. Many organizations have valuable customer and product data siloed in systems outside their engagement stack — CRMs, CMSs, or marketing automation platforms.
Fabric alone can’t close those gaps, but Fivetran’s reverse ETL functions bridge the divide, syncing curated data from Fabric directly into customer engagement tools.
This enables high-value use cases like dynamic segmentation, lifecycle marketing, and hyper-personalized campaigns — all powered by a single, trusted data source.
How It Works
Here’s how Fabric and Fivetran’s reverse ETL capabilities work together in a typical workflow:
Extract siloed data — Pull customer, product, support, and sales data from multiple systems into Fabric.
Transform in Fabric — Use Fabric’s notebooks and transformation tools to clean, join, and enrich the data — preparing it for your engagement tool’s schema.
Sync with Fivetran — Connect Fabric’s curated tables to your CRM or marketing automation platform, mapping fields that populate key data points for Sales Sequences and Marketing Emails.
Activate in the customer engagement tool — With enriched, up-to-date data, teams can build dynamic user segments and launch targeted campaigns that meet customers where they are.
Why It Matters
Fabric alone can’t connect directly to many popular business tools — a limitation that can stall activation. Fivetran fills this gap with its broad connector library, empowering marketing and sales teams to use all available data for smarter segmentation, campaign automation, and better engagement.
By using events and attributes sourced from Fabric, organizations can send personalized messages and recommendations at every stage of the buyer’s journey — turning static analytics into real-time action.
Example: Turning Manual Workflows into Automated Wins
A client recently used this approach to unify customer data stored across multiple systems outside of HubSpot. By extracting it into Fabric, transforming it to match HubSpot’s schema, and syncing via Fivetran, they automated what had been a manual, error-prone process.
The result — cleaner data, faster execution, and personalized email campaigns that drove measurable engagement and conversion gains. What once took hours of spreadsheet manipulation and manual imports now happens automatically — freeing teams to focus on strategy instead of data wrangling.
Closing Thoughts
Microsoft Fabric is redefining how teams analyze data — but when paired with Fivetran’s reverse ETL, it also redefines how they activate it. The combination bridges the last mile of data integration, helping organizations unlock siloed insights, enrich their CRMs, and deliver personalized experiences at scale.
Ready to activate your data? Get started with Interloop — and learn how we can help you connect Fabric, Fivetran, and your customer tools for seamless, scalable impact.