Sparking Joy from HubSpot: How to Tidy Up Your Portal

Aug 19, 20210 likes224 views

This document provides tips on how to tidy up a Hubspot portal through an audit process. It begins by introducing the speakers and asking about the messiest parts of portals. It then outlines the audit process in 4 steps - determining when an audit is needed, getting stakeholder buy-in, sorting through data, and setting up systems. Specific tips are provided around prioritizing questions to answer, using tools like Growth Grader, reviewing performance of efforts, and ensuring customer journey alignment through content and workflows. The document aims to help users effectively clean and organize their Hubspot portal through data analysis.

Sparking Joy from
HubSpot
How to Tidy Up Your Portal

Meet the Speakers
Lital Barkan
MTR Marketing CEO
HUG Leader
Christina Reyes
MTR Marketing SVP, Strategy
HUG Leader
Savannah Mozingo
Sr. Customer Success
Manager | HubSpot
Michael Emory
MTR Marketing
Head of Consulting

All Messes Are Welcome
What currently is the messiest part of your
Hubspot portal?

Laundry List
1. How Dirty is Too Dirty?
2. Get Your Supplies Ready
3. Start Scrubbing
4. Set Up The Line to Dry

How Dirty is Too Dirty?
If you’re not sure when to start a portal audit, ask yourself if any of these apply
● You’re inheriting a HubSpot account
● There’s been a change in the company strategy
● The company is about to release a new product offering or
announce a new target market
● Your sales and/or marketing teams are not hitting their KPIs
● Teammates ask you questions about your data that you’re not
sure how (or even if) you can answer
● You ﬁnd yourself spending more time in the tool than
brainstorming your next campaign

Get Your Supplies & Prioritize
Need some examples?
● What percentage of my contacts go through
Lead > MQL > SQL? What percentage go
straight to SQL?
● Which of my May MQLs became SQLs in May?
Which became SQLs in June?
● How many of my customers visited X form?
● What is
It’s time for buy-in
● Get key stakeholder buy-in
● Align to KPIs and goals
● Ask yourself what questions you’re being asked in meetings?
What questions do you want your data to answer?
● Be real about how much you can handle

Growth Grader & Growth Playbooks
“You don’t know what you don’t know”

Performance Updates
How are your current efforts performing?
● How are digital efforts supporting trafﬁc & new leads?

How are digital efforts supporting trafﬁc?

Performance Updates
How are your current efforts performing?
● How are digital efforts supporting trafﬁc & new leads?
● Which sources are generating the most leads?

Performance Updates
How are your current efforts performing?

Set Out the Line to Dry
Are your assets serving your customer journey?
● Contacts & Lists
○ Segmented?
○ Useful?
○ Actionable?
● Are there Workﬂows automating changes to:
○ Contact lifecycle?
○ Contact properties?
○ Deal stage?
● Are there re-engagement Workﬂows in place for:
○ Disengaged
○ Hot leads
○ Sales/Marketing hand-offs
● Update personas
● Update Lead Score
● Clarify naming conventions

How many pieces of content
have you typically
consumed before engaging
with a salesperson when
you are making a purchase
decision?
3-5 pieces
1-3 pieces
5-7 pieces
7+
pieces

Content Audit
Are your assets serving your customer journey?
1. Research your persona (format preferences, where they spend
time, who they trust, their challenges, words they use)
2. Map out the buyer’s journey (challenges they have at each stage of
the buying process)
3. Run a content audit to ﬁnd gaps (what content do you already
have across the journey?)
4. Prioritize missing content (which pieces could generate the most
leads?)
5. Create content

Q&A
● Past events: https://events.hubspot.com/los-angeles/
● Survey link: https://forms.gle/2BZeVugYcUuiRmbM9
● Q&A

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Sparking Joy from HubSpot: How to Tidy Up Your Portal

1. Sparking Joy from HubSpot How to Tidy Up Your Portal

2. Meet the Speakers Lital Barkan MTR Marketing CEO HUG Leader Christina Reyes MTR Marketing SVP, Strategy HUG Leader Savannah Mozingo Sr. Customer Success Manager | HubSpot Michael Emory MTR Marketing Head of Consulting

3. All Messes Are Welcome What currently is the messiest part of your Hubspot portal?

4. Laundry List 1. How Dirty is Too Dirty? 2. Get Your Supplies Ready 3. Start Scrubbing 4. Set Up The Line to Dry

5. GIGO

6. How Dirty is Too Dirty? If you’re not sure when to start a portal audit, ask yourself if any of these apply ● You’re inheriting a HubSpot account ● There’s been a change in the company strategy ● The company is about to release a new product offering or announce a new target market ● Your sales and/or marketing teams are not hitting their KPIs ● Teammates ask you questions about your data that you’re not sure how (or even if) you can answer ● You ﬁnd yourself spending more time in the tool than brainstorming your next campaign

7. Get Your Supplies & Prioritize Need some examples? ● What percentage of my contacts go through Lead > MQL > SQL? What percentage go straight to SQL? ● Which of my May MQLs became SQLs in May? Which became SQLs in June? ● How many of my customers visited X form? ● What is It’s time for buy-in ● Get key stakeholder buy-in ● Align to KPIs and goals ● Ask yourself what questions you’re being asked in meetings? What questions do you want your data to answer? ● Be real about how much you can handle

8. Growth Grader & Growth Playbooks “You don’t know what you don’t know”

9. Sort Your Laundry

10. Performance Updates How are your current efforts performing? ● How are digital efforts supporting trafﬁc & new leads?

11. How are digital efforts supporting trafﬁc?

12. Performance Updates How are your current efforts performing? ● How are digital efforts supporting trafﬁc & new leads? ● Which sources are generating the most leads?

13. Which sources are driving conversions?

15. Performance Updates How are your current efforts performing? ● How are digital efforts supporting trafﬁc & new leads? ● Which sources are generating the most leads? ● Are there any leads with untapped potential?

16. Are there any leads being left behind?

17. Performance Updates How are your current efforts performing?

19. Performance Updates How are your current efforts performing?

20. Performance Updates How are your current efforts performing? ● How are digital efforts supporting trafﬁc & new leads? ● Which sources are generating the most leads? ● Are there any leads with untapped potential? ● Is email engagement driving the customer journey?

21. Is email driving the customer journey?

23. Set Out the Line to Dry Are your assets serving your customer journey? ● Contacts & Lists ○ Segmented? ○ Useful? ○ Actionable? ● Are there Workﬂows automating changes to: ○ Contact lifecycle? ○ Contact properties? ○ Deal stage? ● Are there re-engagement Workﬂows in place for: ○ Disengaged ○ Hot leads ○ Sales/Marketing hand-offs ● Update personas ● Update Lead Score ● Clarify naming conventions

24. How many pieces of content have you typically consumed before engaging with a salesperson when you are making a purchase decision? 3-5 pieces 1-3 pieces 5-7 pieces 7+ pieces

25. Content Audit Are your assets serving your customer journey? 1. Research your persona (format preferences, where they spend time, who they trust, their challenges, words they use) 2. Map out the buyer’s journey (challenges they have at each stage of the buying process) 3. Run a content audit to ﬁnd gaps (what content do you already have across the journey?) 4. Prioritize missing content (which pieces could generate the most leads?) 5. Create content

26. Content Audit

27. Q&A ● Past events: https://events.hubspot.com/los-angeles/ ● Survey link: https://forms.gle/2BZeVugYcUuiRmbM9 ● Q&A

28. Thank you

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