Problem: The client, a B2B SAP implementation partner based in the USA, approached us for a HubSpot audit to understand how effectively they were using their HubSpot instance. They faced several challenges:
- Lack of knowledge about their HubSpot plan's capabilities and features
- Difficulty in generating leads and unfamiliarity with key features like sequences
- Absence of automated workflows, resulting in missed opportunities to track prospect intent
- Inability to effectively monitor team performance metrics
- Underutilization of various HubSpot features, potentially leading to negative ROI
Solution: We conducted a comprehensive audit of the client's Marketing Hub and Sales Hub using a 50+ point audit checklist. Our audit revealed several areas for improvement and provided actionable recommendations:
- Feature Utilization:
• Identified underutilized features crucial for lead generation and marketing activities
• Recommended implementation of campaigns module for drip campaigns, lead generation, and nurturing - Automation:
• Suggested setting up sequences for lead-generation messaging
• Recommended creating workflows for nurture campaigns and automated notifications - Social Media and Ads:
• Introduced 'Streams' feature for social listening and tracking industry conversations
• Advised on integrating ad accounts with HubSpot for centralized analytics - Contact Management:
• Proposed a contact list cleanup to improve email engagement rates and data hygiene
• Suggested better segmentation of contacts by personas - Email Marketing:
• Recommended improvements in subject line creation using AI capabilities or copywriting team
• Advised on increasing email send volume to match the total number of contacts - Deals Module:
• Suggested setting up the deals feature to track business progress and revenue - SEO Optimization:
• Recommended using HubSpot's 'Optimize' feature for website, landing pages, and blogs - Performance Tracking:
• Created a performance dashboard to track team metrics such as emails sent/received, tasks completed, and meetings conducted
Results: The audit provided the client with valuable insights and best practices, resulting in several positive outcomes:
- Increased feature utilization: The client gained knowledge about previously unknown features, allowing them to leverage HubSpot's full potential.
- Improved lead generation processes: Implementation of sequences and workflows enabled more effective lead nurturing and tracking of prospect intent.
- Enhanced team performance monitoring: The new performance dashboard allowed for better tracking of key metrics and team activities.
- Better data management: Contact list cleanup and improved segmentation led to more targeted and effective email marketing efforts.
- Optimized marketing efforts: Recommendations for campaigns, social listening, and SEO optimization provided a roadmap for more effective marketing strategies.
- Increased ROI potential: By addressing the underutilization of features, the client is now positioned to achieve a better return on their HubSpot investment.
Conclusion:
Through this comprehensive HubSpot audit, we were able to identify critical areas of improvement for our client. By providing actionable recommendations and best practices, we empowered the client to make informed decisions about their HubSpot usage. The implementation of these suggestions has set the foundation for more effective lead generation, improved team performance, and overall better utilization of their HubSpot instance. This case study demonstrates the value of regular CRM audits in maximizing the potential of marketing and sales tools, particularly for B2B companies in the technology sector.
