Hubspot Attribution Reports

Industry

Information Technology Services- ESG

Product Type

Hubspot Enablement

Our Role

Audit, Lead management strategy, Attribution Reporting and Marketing Automation

Background

Figbytes is an ESG Insight Platform. Headquartered in Ottawa, Canada, they help companies to capture, automate and manage their sustainability data and ESG programs.

Figbytes were successfully generating a large number of leads from multiple channels. Yet their primary challenge was to track the effectiveness of their marketing efforts. They needed a solution to track insights for their MQL (Marketing Qualified Lead) to SQL (Sales Qualified Lead) process. They also required the ability to track the ROI (Return on Investment) and forecast revenue generated from their marketing channels.

Challenges

Un-structured HubSpot Portal

Marketing & Sales Funnel Gaps

Duplicate & Unused Properties

Manual updation of Lead Assignment & tagging

Inaccurate Insights on Marketing & Sales Efforts

Redundant & outdated Workflows

Discrepancies in Lifecycle Stage Handoff

Irrelevant & Outdated Data

Goals

Setup Lead Scoring Framework

Lead management process configuration

Multi Touch Attribution report

Optimizing Properties

Actionable insights for growth

Revenue forecast Insights

Optimizing Marketing & Sales operations

Clean up data for analysis

The Process

In-depth review of Hubspot tools - Marketing Hub, Sales Hub & Service Hub
Auditing Forecasting Accuracy
Evaluation of marketing to Sales handoff process
Evaluating Workflow Automation
Auditing unused Properties, Data & Lists
Evaluating the usability of Hubspot features & tools
Evaluating Marketing Channel Performance

Defining new labels & properties to track lead touchpoints
Re-defining the Marketing Journey for leads
Better structure and organize assets internally for a comfortable use
Locate any bad data in terms of unsubscribed, Bounced, duplicates, or non-marketable contacts
Defining the Lead score framework
Flow charts & Diagrams for the workflow implementation
Step-by-Step Guide of SOP for the internal team members

Optimizing old Properties
Migration of data to newly created property & labels
Cleansing of their existing data
Creating Custom Properties
Set up Lead Score & automation
Automation for lead Assignment & labels.

Custom report to give insights on MQL To SQL Conversion
To Track track MQL generated via Source
Creating the Custom Reports to Track MQL Journey
Reports based on time period to analyze the Performance Over time: Monthly/Quarterly/Yearly
Forecast Report to calculate the Revenue generated by each Marketing Channel

Key Upgrades

Multi-Touch Attribution Report

Developed an interactive analytics platform featuring tailored analytics for optimizing the MQL (Marketing Qualified Lead) to SQL (Sales Qualified Lead) conversion process. The platform incorporates comprehensive marketing channel analysis for tracking MQL generation, accurate sales pipeline forecasting, and monitoring sales activities.

Lead Scoring and Qualification

Designed a lead scoring and qualification framework that leverages both demographic and engagement data to identify and prioritize the most qualified leads while automatically disqualifying low-quality leads. The framework effectively evaluates and assigns scores to contacts, enabling the identification of valuable prospects for further engagement and nurturing.

Marketing Automation

Implemented an advanced automation system that streamlines lead status and lifecycle stage progression. The system intelligently assigns appropriate lead statuses and lifecycle stages, taking into account predefined playbooks and necessary properties. By automating this process, it ensures consistent and efficient lead management, allowing teams to effectively track and nurture leads throughout their journey.

CRM Optimization

Revamped and optimized the HubSpot CRM instance by establishing a well-structured asset organization for seamless accessibility. Implemented automated data management processes and established clear reporting mechanisms, enabling the client to uncover untapped growth opportunities and enhance operational efficiency. The streamlined CRM system now empowers the team with valuable insights and actionable data to drive success.

Results

Insights Readily available to Figbytes on their Marketing efforts with the availability of Multi Touch Attribution report within HubSpot. An Optimized HubSpot portal to help them uncover opportunities for growth and efficiency.

2X Increase MQL To SQL Handoff | Visibility to the Revenue Pipeline on Marketing Channels| Easy identification of Hot V/S Cold Leads | ROI Reports of Active Marketing Channels| Optimized HubSpot to uncover opportunities for growth and efficiency | Lead Scoring set up | Lead management process configuration

*All images used in this case study are representative

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2x increase in MQL to SQL Conversions with HubSpot Remodeling