With the holiday season in full swing, and since ‘tis the season of gift giving, we wanted to talk about our most favorite people in the world: Marketers.
Perhaps one of the most integral parts of the technology stack used by marketers, or the marketing stack, is the all-knowing, omniscient (not really) marketing automation solution. Marketers use their marketing automation solutions with solutions such as CRM, Web Analytics, Content Management and others to drive their marketing programs.
Each of these solutions addresses a niche business need or plugs into a specific part within the business process. These solutions provide good coverage for core functions, but often times fall short on the analytics side of things.
In this post, we decided to make things interesting by focusing on some of the specific features marketers like to see in their marketing automation platform, in this case, HubSpot.
So without further ado, here are some of the features (in no particular order) that made the marketers’ wish list for HubSpot.
Note: All ideas were selected from the HubSpot User Voice page
10 Ideas From HubSpot Users
As a HubSpot user today, you can see Visits, Leads and of course Customers that your company has engaged with. But one of more sought upon objects / lifecycle stages are Opportunities.
Opportunities offer a great way to segment contacts that move beyond the Marketing Qualified Lead (MQL) stage, but have yet to convert. They can be used as a barometer to measure how well leads are nurtured through the funnel and also help measure the efficiency of sales teams.
Data is a fickle thing in the marketer’s arsenal and can either help or hinder marketing efforts. Many marketers use a BI tool to leverage data in their programs.
Although HubSpot users have access to important and relevant metrics in the Sources Report, they are unable to connect their BI tools directly to the Sources data, or use an API to extract data into other systems. This limits a HubSpot user’s ability to further customize and build his/her own reports.
Tracking the number of customers that have converted is a true measure of marketing and sales efforts. But in order to do so, HubSpot users need to look beyond the first-touch attribution approach.
An important feature that many HubSpot users stand to benefit from is the ability to track customers that have closed on a monthly basis. Surprisingly, this is not available as a standard list/report.
HubSpot campaigns currently can only track new contacts converted on landing pages. However, there is no easy way to track a contact that already exists in HubSpot.
Being able to track all contacts that have converted enables marketers to measure and assign relevant attribution within their analytics.
One of the benefits of using a marketing automation platform is that you can record all the touchpoints a contact interacts with along the path towards conversion. This can include the sources that contact originated from, pages the contact viewed, events completed, and others.
However, HubSpot lacks a comprehensive view that brings all these touchpoints together. Such a view would illustrate the lead lifecycle until conversion and the customer lifecycle beyond it.
The milestones needed to measure lead conversion across different lifecycle stages includes marketing qualified leads. Marketers use the MQL lifecycle stage as a measure of viable, relevant leads they have generated through various efforts.
However, HubSpot users are unable to see MQLs in conversion reports. Being able to combine various lifecycle stages across solutions is an integral part of the conversion report.
HubSpot users can create custom tracking URLs by adding various utm codes. However, there’s no way for them to easily report on these customized URLs when measuring performance.
Marketers run a variety of programs from paid and unpaid campaigns on social, to varying mediums such as organic or PPC. Being able to track and segment custom URLs by their utm codes is a handy way to measure performance of various marketing efforts.
HubSpot users can get a good overview of their campaign performance within their dashboard. But the performance metrics are limited to a small number of predefined date ranges.
A big boost in flexibility, which would also allow for better analytics, would be the ability to track campaign performance based on custom date ranges as well as other filters that can be selected by the user.
Today’s marketers have to account for a global audience and while some companies may only focus on one region or country, it’s crucial for them to be able to segment their data based on geographical information.
Tracking traffic based on countries (US vs. UK) or even regions (Europe vs. APAC) is a useful way of segmenting leads based on their location.
While HubSpot offers a variety of dashboards, comprehensive charts, and reports for users to consume, most of these visualizations live within the platform itself. If users want to export data from HubSpot, they have to do so in the form of an Excel file or by taking screenshots.
Marketers want to be able to share the performance of various programs with their team or even key stakeholders in their organization. But having to manually take screenshots or create custom dashboards from raw data is a time-consuming and inefficient process.
Wrapping It Up
Marketing automation platforms are an integral part of the marketing stack with HubSpot being one of the recognizable names in this space. And, while it does help solve various pain points for marketers, there is still room for growth and improvement.
In an effort to work around these problems, marketers use various BI tools or even build out homegrown dashboards within Excel, which pulls together raw data to deliver insights. But this process of building reports from scratch is tedious and can often face roadblocks related to the data management process (like data cleansing, de-duplication and others).
Until now, there hasn’t been a dedicated solution or service that pulls all marketing-related insights from different solutions to deliver consumable marketing reports. That’s one of the reasons why we set out to solve this problem.
If you have specific analytics needs in your organization, reach out to us. Our marketing forensics process may just be the gift you’re looking for this holiday season.