Data is knowledge, and knowledge is money. That’s why so many users turn to HubSpot’s CRM for both sales and marketing analytics to improve their bottom line and learn more about their customers.
From tools like sales pipeline reporting to automated workflows, HubSpot enables businesses to track and report on campaign progress all in one place. And with a HubSpot audit, you’ll be even better positioned to act on leads and data in real-time to transform your marketing tactics into higher success.
With that said, not all data is created equally. While HubSpot provides some standard out-of-the-box reporting features, its custom marketing, and sales tools are what empower businesses to act on the data that matter most to them.
That’s why we’d love to discuss seven essential HubSpot sales and marketing reports that every business should utilize.
A deal pipeline report is one of the most standard sales analytics reports you can generate in HubSpot and can be customized to track specific metrics or to report on individual sales members. For example, filters can be applied to organize data by deals created under specific sales reps or deals closed by sales reps to monitor their success.
Similarly, a deal pipeline waterfall report can be generated to track revenue changes between two reporting periods and track when deals were closed and for what amount.
Deal pipeline reporting is one of the best ways to track active contacts in your HubSpot deal stages and track individual sales activity to identify when, where, and by whom leads are lost.
Features
HubSpot’s deal forecasting is a proprietary tool that allows sales staff to estimate the total amount of revenue they should expect over a period based on their probability of closing existing deals. This tool can be used to forecast existing deals active in your deals pipeline or converted to a report to compare current forecasted deals with previous periods.
Deal forecasting provides useful insight for sales staff about their likelihood to close a deal and whether other actions should be taken. This tab also helps sales staff identify which customers are more likely to convert or require more hands-on attention.
Finally, this tool can be used with a custom Stage Probability Weighted Forecast Report to see if the sales team needs to modify their existing strategy.
Features
Sale Productivity reporting doesn’t track how many deals a sales rep closes or how quickly, but what activities they take during the lead-up to that sale.
This report is often popular among sales staff because it correlates highly with a sales rep’s probability of closing an active deal. For example, a custom sales productivity report can be used to track how many tasks a rep completes or how many calls they hold with a potential lead.
These metrics can then be compared with conversion rates to identify trends that lead to greater sales success.
Features
A contact analytics report allows businesses to track and create custom reports for contacts that interact with your business.
For example, contact analytics reports can be used to track the following:
In addition, this data can be bundled into several other contact analytics reports, including Total New Contacts by Focus Industry, which segments contacts by their profession or industry vertical.
Click on the Report tab in your Enterprise Marketing or CMS Hub Professional account and then navigate to Attribution Report. Under this tab, you can create a fully customized report that tracks and assigns revenue from the deals closed to proper marketing channels. This information helps marketers analyze which marketing channels are driving the most revenue to their business and require the highest investment for return.
However, to effectively attribute revenue to the proper channels, you need to ensure that you add the proper report filters for the most accurate results, including:
Once these filters are set up, you’ll be able to properly attribute the revenue from a conversion to the marketing channels, sales rep, and content asset that generated that conversion.
Features
HubSpot’s custom objects track unique data that don’t fit into any of HubSpot’s four standard reporting objects. For example, a brick-and-mortar store may assign a custom object to the number of dogs they provide grooming services when they sign up for daycare. This data can then be used to determine how many grooming supplies and staff they need moving forward.
Custom objects give marketers the ability to be more granular with their reporting and give them more control of what they choose to report on.
To build a custom object’s report, navigate to the following: Report > Reports > Create custom report > Single Object > select custom object > Next > name the report > Add Property (ex., lifecycle stage, create date, etc.) > Add Filter to segment report > Click Visualization > choose visualization chart or representation
Features
Finally, HubSpot provides several standard reporting features for marketers that require no customization. Below are a few examples of generic marketing reports that are helpful to any business using HubSpot:
By learning the basic reporting features HubSpot provides and how to customize them, you can improve your reporting capabilities and start acting on data that matters to you.
Schedule a consultation with us online if you need assistance learning and mastering your HubSpot platform. We offer audits and HubSpot Salesforce integration services to help you identify any issues impacting your analytics and ensure any third-party applications are safely integrated into your system.