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.