topic Re: Multiple touch points in Lead Capture Tools

Multiple touch points

NatFrilay — Thu, 04 Jul 2024 02:23:59 GMT

Hi, how do you capture the multi touch points ( event, campaign, website) a contact will go through before it is converted to an marketing qualified lead? We only record the last touch point which has converted the contact to a first discovery discussion.

Re: Multiple touch points

karstenkoehler — Thu, 04 Jul 2024 04:04:43 GMT

Hi @NatFrilay,

HubSpot doesn't have any out of the box features for that, unfortunately. The closest would be attribution reports but these cannot be configured, at least to my knowledge, to only consider touchpoints before a certain lifecycle stage. https://knowledge.hubspot.com/reports/create-attribution-reports

I assume that you would like to report on the touchpoints a contact has had before becoming a MQL – so that you can generate insights which touchpoints are the most relevant?

A solution that incorporates all touchpoints would require HubSpot workflows and unfortunately be quite maintenance-heavy. The approach would be to set up custom multiple checkboxes properties with the touchpoints you want to track (either one property, or multiple ones, one for each touchpoint category), then have contact-based workflows append the corresponding values when the touchpoint occurs. These workflows would simply stop appending values the moment turns into a MQL.

Alternatively, you could look into HubSpot attribution reporting. Here you can filter by the touchpoints contacts have had that are either now a MQL (excluding all contacts from the report that have moved on to later lifecycle stages) or who have ever been a MQL (including touchpoints from after they became a MQL). Neither is perfect.

Lastly, here's something that I configure quite often and which helps paint a large part of that picture, although not the entire picture.

In a contact-based workflow, enroll contacts when they become a MQL.
- Copy 'Recent conversion' into a custom property 'Recent conversion at the time of becoming MQL'
- Copy 'Last marketing email name' into a custom property 'Last marketing email name at the time of becoming MQL'
- Copy 'Last page seen' into custom property 'Last page seen at the time of becoming MQL'
- ... and potentially expand with more touchpoints.
Use the original source properties to better understand where contacts who became MQLs ('Date entered Marketing Qualified Lead is known') are generally coming from.

Without access to workflows (Professional and Enterprise subscriptions), the above is unfortunately not possible. This can't be done in the free CRM or Starter portals.

Let me know if you have any follow-up questions!

Re: Multiple touch points

Gaurav_Aggarwal — Thu, 04 Jul 2024 08:06:54 GMT

Hey @NatFrilay

To capture multi-touch points that a contact goes through before converting to a Marketing Qualified Lead (MQL), you can utilize tools like the HubSpot CRM and Marketing Hub. Here's a general approach:

1. Utilize HubSpot Tracking: Ensure that all your marketing activities are tracked in HubSpot, including events, campaigns, and website interactions.

2. Lead Scoring: Implement lead scoring in HubSpot to assign points to various touchpoints a contact engages with. This can help track their journey and determine when they qualify as an MQL.

3. Attribution Reports: Use HubSpot's attribution reports to analyze the impact of different touchpoints on the conversion journey. This can provide insights into the most effective channels and campaigns.

4. Workflows: Set up workflows in HubSpot to automate actions based on contact interactions. For example, moving a contact to MQL status after reaching a certain lead score threshold.

5. Custom Properties: Create custom properties in HubSpot to store information about various touchpoints a contact interacts with. This can help in tracking and analyzing their journey.

These are the few tips and tricks you try to capture and analyze the multi-touch points that lead to a contact becoming a Marketing Qualified Lead.

Re: Multiple touch points

DSharma02 — Fri, 05 Jul 2024 08:18:30 GMT

Hi @NatFrilay , In HubSpot, to capture multi-touch points for a contact before they convert to a Marketing Qualified Lead (MQL), you can: Use Tracking URLs for campaigns, set-up UTM Parameters, Create Campaigns and add all relevant assets like emails, landing pages, social posts to the campaign for unified tracking, use properties like Recent conversion and recent conversiob date and attribution reports.

Hope this helps!|
Thanks

Re: Multiple touch points

TThomas0 — Tue, 04 Feb 2025 16:08:23 GMT

Hi Karsten,

I'm interested in using your last method, creating a contact-based workflow when a lead becomes an MQL, for when our leads become an MEL. I wanted to follow up and see if you still utilize this method or have found a better solution since then?