I'm a certified HubSpot consultant for B2B companies, especially solution providers and agencies in tech or marketing. And one of my favorite HubSpot onboarding questions to ask very early is, “What would you like HubSpot to track?”
The answers to this question tell me several things:
What Leadership *Actually* Cares About
This question tells me, first and foremost, what leadership actually cares about. Not that more leads, sales, and revenue aren’t important. Not that more followers or a higher open rate isn’t important. But that sometimes, what moves the needle for a specific client can be pretty specific.
One agency I worked with wanted to be able to track marketing team productivity, which we were able to do using Service Hub. Knowing this data would let the Director of Marketing justify hiring more staff members.
Another client of mine wanted to be able to accurately track the source of marketing-generated leads for a specific product, especially since they were paying thousands of dollars per month for paid ads.
Yet another client wanted to be able to distinguish between “marketing influenced” and “sales influenced” leads. This answer led to a discussion of marketing and sales alignment and creating shared definitions of attributions.
In each of these scenarios, custom properties and reports were needed. But I wouldn’t have known about this need had I not asked.
Where HubSpot Usage and Training is Lacking
The answers to the question, “What would you like HubSpot to track?” also shows me where the team just isn’t using HubSpot. Often, what marketing and sales teams want to be able to see is exactly what HubSpot was meant to track. . . . IF you set things up right.
HubSpot tracks, when you use it correctly:
- Lead journey through the funnel, from ad/opt-in to customer and beyond
- Sales team activities, like who’s working on leads and who isn’t
- Target account engagement, via the ABM dashboard
- The source of deals, such as paid ads, organic, direct searches, etc
- The likelihood of any specific contact to close (AI/ML)
So if a client asks me to help HubSpot do something it should be doing out of the box, chances are I need to schedule time for training.
Opportunities for Property Optimization
Almost always, a reporting issue in HubSpot is actually a property issue.
If a client wants to track something in HubSpot that’s unique to them, chances are they need custom properties at the Contact, Deal, or Ticket level, and workflows to support that property. They may also need to adjust forms to ensure that property tracking is happening at each stage of the buyer journey.
For example, one client wanted to be able to tell which lead magnets prospects were engaging with, so they could justify doing more of topics that worked; we created a property for that.
Opportunities for “Move the Needle” Projects
Finally, the answer to this question also reveals where the “move the needle” projects are. As your HubSpot expert, your success is my success. So if we’re NOT focusing on the work that’s going to move the needle, then I’m not really helping. So the answer to this question sometimes shows me where other projects are needed.
Interested in getting some help with your properties and reporting in HubSpot? I’m available for short-scope data and reporting projects starting at $1997. Click to learn more.