Hi all,
I’m looking for some guidance on how best to create a reporing framework in my company.
We’re a B2B enterprise with a lot of repeat and established customers. This means, a lot of our contacts would be “customers” following the lifecycle approach from Hubspot. Also, this means that our customers are in a constant Lead → MQL → Opportunity cycle.
The problem: Lifecycle stages in HubSpot can only move forward, so once a contact is a Customer, they never go back.
This means campaign engagement from existing customers never shows up in Lead/MQL reporting using the funnel reporting tool in HubSpot.
1. How do you handle “re-engagement” in HubSpot when lifecycle is forward-only and this process is repeated many times?
2. When reporting on campaigns, how do you or would you report on # of “leads” (split new/existing) created and how would you set-up the report to show how many contacts are Leads / MQLs / Opps (but not the lifecycle stage from the company).
Any thoughts on this would be greatly appreciated.
Thanks!
Hi @Santi_Moreno,
Could you explain in more detail why you need to track this as part of the lifecycle stage?
For example, what would be an argument against looking at this on the deal level and breaking down won deals over time by deal type (new business vs existing business)?
Best regards
Hi Karsten, Thank you for getting back,
I agree this is possible (the new/existing) is possible to report based on deals, but given the company I work for have a long sales cycle, it is not efficient doing it this way.
I agree this is part of the puzzle, but I think my question - that can’t get my head around - is how to report on leads generated in a campaign, MQLs, Opportunities, etc, when most of the leads are already customers.
Maybe it’s two reports? Lifecycle and another report?
Thoughts?
Hi @Santi_Moreno,
If you want to have the perspective of leads generated by campaign, then you’ll either have to tag each contact going through a campaign using a custom property (e.g. “Campaign A Lead status”, “Campaign B Lead Status”) or look into the lead object: Manage leads
Both would unlock the reports you’re looking for. The lifecycle stage property alone is too flat to store the information required for the insights you’re trying to generate.
Best regards
Hello @karstenkoehler -
I should have mentioned that the Sales team work in Salesforce and we have a custom integration that sends only the MQLs. (The integration brings back Company and Deal data).
Now, the question is not really about “lead status” as such (Open, contacted, etc), but more about how to report on the full funnel (meaning how many leads are in each of the stages), understanding how many leads a campaign generated and connecting this with marketing efforts.
Thoughts?
Thank you in advance,
@Santi_Moreno have you considered setting a Salesforce campaign status for these contacts? That would allow you to see which customers reconvert and potentially integrate nicely into sales processes.