Hiring & Talent
Metrics and data

An Update Template for Sharing Your HubSpot Funnel Metrics

Matt Preuss
Marketing Manager
General Funnel Metrics Top of Funnel: Lead Source Breakdown
Unlock your investor relationships. Try Visible for free for 14 days.
Start your free trial

What campaigns are working? What content is performing best? Where can we improve inefficiencies? Where should we double down? Continuing to review, analyze, and “duct-tape” your funnel is key to executing an agile marketing playbook.

“Data doesn’t do you any good unless you act on it. Each of these metrics clearly tells you how you’re doing. Right away, you’ll know where you need to spend your time.” – Andrew Chen, a16z

General Funnel Metrics

Automatically bring in general funnel metrics using our HubSpot integration. Bring in basic lead counts or use filters to bring in granular funnel metrics to dig into where you can improve the most. You can check out examples for bringing in different pipeline stages below:

  • Different Lead Stages; subscribers, MQLs, SQLs, PQLs, etc. – Start with “Contacts” as your HubSpot Object. Anchor the date to any field you or HubSpot are automatically tracking; create date, became an XYZ date, etc. From here, you can filter your different contacts however you’d like. For this example, we our simply using our “Lifecycle Stage” but can easily break that down by different sources, personas, sales reps, etc.

Note: Use the value field to tie a monetary value to your metrics. For example, using “Deal Amount” to bring in the value of all of the contacts in a certain stage. From here, you can use formulas to calculate the weighted value of different pipeline stages.

  • New Customers – Start by connecting the object where you are tracking new customers and their value; likely companies or deals. Just as you would for lead stages, you’ll want to anchor the object to the field that denotes a new customer; lifecycle stage, etc. Use the value field to bring in a simple count or the total dollar amount for won deals. Easily take a look at the row level data to see where customers are coming from, renewal dates, and more.

Top of Funnel: Lead Source Breakdown

Marketing attribution is tough. Staying on top of your lead sources and continuing to tweak and improve inefficiencies is a quick way to keep your growth metrics moving in the right direction. Keep tabs on where your leads are coming from by filtering different leads by their lead source.Use “Filters” when connecting HubSpot to Visible to break down new leads by different sources, campaigns, and events. Drill down using row level data to see what specific leads are coming from what sources.

You can check out an Update example for sharing your funnel metrics and lead sources here.

View more categories:
Fundraising
Metrics and data
Product Updates
Operations
Hiring & Talent
Reporting
Customer Stories
You may also enjoy:
Fundraising
Exploring Founder <> Investor Relationships with the Thrive Through Connection Podcast
Beyond pitch decks, valuations, term sheets, and growth rates, fundraising is about relationships. Behind every round of capital is a series of conversations, introductions, and partnerships that result from human-to-human connection. That’s why we’re excited to announce the launch of our new podcast season, Thrive Through Connection, a series dedicated to exploring the human side of fundraising. Why Thrive Through Connection We’ve seen firsthand that at the center of successful startups, good old-fashioned relationship building consistently shows up, because founders don’t raise capital in a vacuum. They rely on their teams, peers, and investors to navigate the ups and downs of building something from nothing. Thrive Through Connection highlights the relationships that fuel the growth of both founders and investors. We candidly discuss what it really takes to raise venture capital, including the setbacks, tactics, and stories you won’t hear anywhere else. What to Expect Each episode features real stories and actionable insights from founders and investors, from first-time founders reflecting on closing their first round to seasoned investors sharing what they look for in a deal. Every conversation is packed with lessons you can apply to your fundraising journey. The First Episodes We’ve got three episodes to get things started, and we’re excited to continue recording and publishing new episodes throughout the year. Check out the first three below: Finding the Right Investors with Laurel Hess On the first episode of the Thrive Through Connection Podcast, we welcome Laurel Hess, the CEO and Founder of hampr. Laurel has raised over $10M for hampr across multiple rounds. She joins us to share her journey and the importance of building genuine relationships with investors. Navigating Investor Relationships with Brett Brohl On the second episode of the Thrive Through Connection Podcast, we welcome Brett Brohl, Managing Partner at Bread & Butter Ventures. Brett joins us to dive deep into all things founder fundraising, sharing tactical advice on everything from cold outreach to evaluating if an investor is a true culture fit. Going From Operator to Funder with Leo Polovets On the third episode of the Thrive Through Connection Podcast, we welcome Leo Polovets, the General Partner at Humba Ventures and Co-founder of Susa Ventures. Leo joins us to talk about his journey from operator to supporting over 100 companies as an investor at both Humba and Susa. The first three episodes are live now on Spotify, Apple Podcasts, and most places you get your podcasts. Subscribe to the Thrive Through Connection Podcast to stay in the loop as more episodes are published.
Fundraising
Finding the Right Investors with Laurel Hess
Reporting
Navigating Investor Relationships with Brett Brohl
Fundraising
Going From Operator to Funder with Leo Polovets