Biglytics HubSpot Health Audit
Marketing
Findings
Email health is doing well from an open rate perspective but is lacking on the click and click-through rates. Would recommend doing A/B split tests on content of the email. Test rich text vs graphical.
Action Items / Questions
- Campaigns tool is partially used (3 campaigns in last 90 days)
- Naming conventions are sorely needed for better organization of emails, workflows, and forms.
- In general, the marketing side of HubSpot has a few areas of improvement and is about average overall.
- Build an inbound email strategy. Do you have case studies? Should set up a welcome series.
- Review your SEO recommendations here.
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- Create workflows for inbound lead grading / scoring (is a lead with a job title of Manager good?, etc.)
Sales
Findings
Review the Sales Analytics reports monthly.
You have little automation set up for when deals are moved to stages. I recommend several baseline items:
Action Items / Questions
- Notify owner when deal sits too long with no activity
- Notify owner when close date is in the past
- Notify team when deal is won
- Notify owner when last contacted date is more than 30 days ago
- We’ve got a ton of old tasks sitting in HubSpot. I’m recommending workflows that generate tasks to follow up from deal movement.
- Enforce the day view, and we can train you on this
- Utilize the deal inactivity board actions
- Confirm meetings and signatures are generated for all
Sales
Findings
Take a look at the deal push rate. Some users are pushing more than others - this could just be a need to more accurately forecast close dates.
Action Items / Questions
- For close lost reasons, we need to hard set these, there are duplicates.
- Set quotas for users to better gauge revenue goals.
- Utilize and setup the forecasting for best case, optimal, etc.
- Documents seem to be unused for the most part.
- Templates look to be unused?
- Utilize snippets for the live chat for common occurrences.
Admin
Findings
Action Items / Questions
- Recommend deal workflows to help ensure data consistency, “gates” for deal movement.
- Force signatures by your users and have everyone set up a meeting link.
- We recommend fixing the following to keep the account clean and healthy.
- Several workflows have errors and several should be removed.
- Highly recommend a common naming convention for workflows or some level of 3rd party documentation for internal HubSpot processes.
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Immediate to-dos
These are the items you can do today to better your business for tomorrow. Items in red are urgent, yellow are important, and blue are optional although recommended.
- Review workflows and sales analytics report
- Use Target Accounts!
- Define “must-have” properties for deal stages and creation.
- Set up nudge deal workflows
- Force business emails for most forms
- Set in place a common naming convention
- Set up workflows for lead grading / scoring
- Set up call and meeting types
- Review the SEO report bi-monthly, which has super valuable information for your domain and landing pages.
- Set up and review the forecasting tool