Attribution mapping

Smart CRM & Sales Hub CRM
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1

We’re looking to map our attribution in two areas.

1. Channels that create MQLs - to understand our marketing channels that perform the best

2. Deals from opportunities to won - to understand what converts to a deal opportunity and won

I know the automatic attribution fields HubSpot has but most of these work for digital conversions. Many of our conversion activities are on ‘offline’ channels, e.g. events, referrals, etc. I’d like to know if I can use the automatic attribution fields to map the digital channels. And if it’s logged as offline, could I use a workflow to get manual inputs into an additional property, which would give me the granularity I’m after? Has anyone else found a good way of capturing offline sources in HubSpot?
We’re also considering joining this with lead scoring to give us more information about conversion activities.

2

Hi @OMcKee

You are thinking along the right tracks.
The only reliable way to do this, I would say, it so capture or manually enter offline sources into a custom Contact property.
You could then create another custom property to act as a parent containing data from both your custom offline source property and the HubSpot Original Source property - and assign scores to the value of that property.

While you can change the value in a contact’s original source property, you can’t create your own values, so it isn’t currently possible to do everything you need within the one, default model.

Hope this helps?

3

Really helpful, thanks!