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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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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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Digital Marketing Metrics to Track in 2019

Sep 21, 2018 / by Meghan Hultquist posted in marketing, analytics

The time has come. 2019 will be the year of data-driven digital marketing. I can feel it. For years, marketers have had access to an increasing set of digital metrics, and 2019 is going to be the year when digital marketers finally start using their data to make smart, informed analytics decisions that impact revenue growth. 

To get there, you need to begin by understanding which are the most important metrics to track as part of your digital marketing efforts. There is just so much data available to marketers, it can challenging to know where to focus your time and efforts. 

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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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How to Use Google Analytics to Optimize Your HubSpot Email Campaigns

Jul 25, 2018 / by Lex Hultquist posted in marketing, HubSpot, analytics, Google Analytics

Serious HubSpotters know how to get the most out of HubSpot reporting tools, but they also know that combining other technologies and analytics creates a more comprehensive and actionable landscape.

Knowing which content is sticky enough to engage your audience beyond the landing page produces more conversion opportunities. After deep diving into the data that gives us this insight, we are going to take the time to understand why these campaigns are delivering better results, then look at how to replicate the effective components.

By the end of this post, you'll be able to measure which HubSpot email campaigns produce the most page views and longest time on site on your website.

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