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Lex Hultquist

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Recent Posts

How to Create a Measurable Forecasting System in HubSpot for Your B2B Sales Team

Dec 3, 2019 / by Lex Hultquist posted in HubSpot, analytics, forecasting

Forecasting is one of the "holy grails" in the sales and marketing world. Perfect forecasting affords perfectly timed budget decisions, investments, new hires ... you get the idea.

Sales leaders and executives examine specific data points to drive their business decisions. This type of analysis covers everything from hiring new team members to prioritizing product innovation. Accurately forecasting sales shines light on important data that lets you make effective decisions about hiring, marketing, and growth.

In this post, we'll focus on the four elements you'll need to create an automated forecasting system in HubSpot:

  1. Custom properties to track and measure forecast data
  2. Workflows to automate data capture and capture time stamps
  3. Reports to measure performance and accuracy
  4. Team documentation/training to ensure consistent process and data integrity
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Analyze Your Marketing and Sales Pipeline: 6 Key HubSpot Reports and How to Build Them

Nov 12, 2019 / by Lex Hultquist posted in HubSpot, analytics

Marketing and sales teams are swimming in data, and in available tools to collect, analyze, and visualize their data.

But what's most important for marketing and sales teams is often data that's right in front of us, and right within our HubSpot portals. In order to drive growth, it's important to hone in on the most critical data that impacts your bottom line. All that's required is knowing where and how to look for this information.

Here are six key reports you can create in HubSpot to measure the impact of your marketing and sales efforts, along with step-by-step directions on how to create them. 

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Managing Salesforce Campaigns in Your HubSpot Portal

Sep 17, 2019 / by Lex Hultquist posted in HubSpot, intergrations

Warning: Don't Confuse Salesforce Campaigns with HubSpot Campaigns

It's important to know that HubSpot also has a campaigns tool, and it is specifically not the same as Salesforce campaigns. You can skip to the bottom of this article for more about HubSpot campaigns and some ideas on how to leverage them.

The word "campaign" is thrown around a lot in marketing. Despite its prevalence, there is a marked lack of clarity around the term "campaign," which has several different meanings and functions within marketing and sales.

This has the potential to cause significant headaches for marketing teams, especially when you layer on technologies like CRM and marketing automation systems.

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6 Free Apps to Supercharge Your HubSpot Portal

Feb 25, 2019 / by Lex Hultquist posted in sales, technology, HubSpot, customer acquisition, optimization

There are over 130 apps that seamlessly connect with HubSpot, plus thousands, if not hundreds of thousands, of custom apps and existing API configurations that exist to help companies grow better.

Every organization has its own set of priorities when it comes to infusing HubSpot across its specific tech stack; however, there are a number of high-value, free-version apps every company can connect to HubSpot in order to extract more value from the platform. We've outlined six of these free apps to get you started maximizing your HubSpot investment.

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Advanced Metrics, Formulas, and KPIs Every SaaS Marketer Should Know

Feb 20, 2019 / by Lex Hultquist posted in marketing, analytics, strategy

Smart marketers know that basic marketing metrics (traffic and engagement) on their own provide a narrow view, and only small piece of the puzzle. While useful for optimizing campaigns, they are not necessarily tied to larger business goals and objectives.

Analytics that matter to organization leaders and boards go beyond the basic number of leads generated per quarter or increases in lead conversions. Leads, opportunities, and customers are easy and obvious numbers to focus on, but more important are the metrics that allow companies to track, project and predict growth. This is particularly true when it comes to SaaS (and IaaS, PaaS, FaaS) companies and others with a subscription-based pricing model.

Chances are, you're already familiar with Monthly Recurring Revenue (MRR). This is a number that investors care about, which means it is a number that companies care about, which means it is a number that marketers care about. MRR, however, is just scratching the surface of revenue metrics that matter and must be measured.

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Upgrade Your HubSpot Lead Scoring with New Custom Score Properties

Feb 8, 2019 / by Lex Hultquist posted in HubSpot, analytics, Lead Score

Lead scoring is an essential part of growing revenue for marketing and sales teams. HubSpot recently unrolled new scoring properties for Enterprise portals, giving marketing and sales teams the ability to add up to 25 custom scoring properties. As HubSpot experts, this is really exciting!

A sophisticated lead scoring model can be the difference between a sales team buried under piles of new leads, unable to distinguish a good lead from a bad one, and a team that is effectively and efficiently prioritizing their efforts, and closing more deals as a result.

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4 Emerging Technologies on a Collision Course with Marketing and Sales

Aug 21, 2018 / by Lex Hultquist posted in sales, technology, marketing

Technology in the marketing and sales space is evolving rapidly, with more capabilities and innovations emerging every day.

The disruption potential of these major technologies is tremendous. In a space that has already been massively revolutionized in the era of digital, marketing and sales leaders must prepare to adapt their technologies, business models, and personnel in order to keep up with the future.

Here are four of our favorite emerging technologies on a path sure to intersect with marketing and sales very soon.

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58 Effective Ways to Segment Your Email Database

Aug 14, 2018 / by Lex Hultquist posted in technology, marketing, marketing automation

When it comes to segmentation, many companies lean on the basics, splitting up their email database by industry, persona, and/or stage of the funnel. But why stop there?

Marketing automation tools like HubSpot, Marketo, and Pardot make it easy to create lists based on actions and engagements taken by your website visitors. When you augment this data with offline touch points logged in your CRM, there are an endless number of trigger combinations you can use to segment your audience and deliver highly-customized marketing and sales campaigns.

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How to Convert More Leads with A/B Testing

Aug 10, 2018 / by Lex Hultquist posted in marketing, lead conversion, a/b testing

A/B testing (or split testing, if you prefer) might be the most underutilized tool marketers have today. Consider, in less than 3 minutes you can:

  • Set up a test to see if your call-to-action could be more powerful
  • Try two great layouts on your landing page
  • Test out both of your catchy subject lines.
The possibilities are nearly endless.

An A/B test means showing two versions of the same website page, email, or blog to visitors simultaneously and measuring performance for both variations. The version that performs better wins, it's as simple as that.

Automation and software tools like Google Optimize, HubSpot and Optimizely make it easy to perform an A/B test on nearly every piece of digital marketing collateral, from website pages to emails, to ads.

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How to Use HubSpot Event Tracking to Convert More Leads

Jul 31, 2018 / by Lex Hultquist posted in HubSpot, analytics, Google Analytics, lead conversion

One of the major components of conversion optimization is measuring visitor engagement with your website content, capturing actions like page views, email opens, CTA clicks and form submissions to score and analyze.

While these basic pageview analytics tell us how long a visitor is on a page, they don't tell us what they were doing on a particular page and which specific content they found engaging.

In other words, analyzing page views, CTA clicks, and form submissions only tells part of the story of your visitor's experience, but omits most of the details. Fortunately, there is a tool we can use to measure on-page engagements and visitor actions that lead to conversion - events.

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