Influenced Pipeline

Marketing & Content Hub Reporting & Analytics
1

Hey HubSpot Community!

I’m struggling to figure out how to effectively measure the influenced pipeline on HubSpot, specifically for our webinar attendees.

Here’s what I’m trying to accomplish: for example we regularly host webinars as part of our marketing strategy, and I want to understand their impact on our existing pipeline. I want to do that for the marketing channels that we have (organic, paid, events).

Specifically, I’m looking to:

Identify which prospects in our current pipeline have been influenced by our marketing channels.
Measure the potential value of deals that have been impacted by marketing channels.
Has anyone successfully set up a system in HubSpot to measure this kind of influenced pipeline? I’m not sure where to start with properties, workflows, or reports to get this information.

I am not talking about attribution but influenced pipeline.

2

Hi @Lord_Ops_Alex,

If you define influence by a contact associated with a deal having a marketing touchpoint that happens while the deal is open, this would indeed best be done with custom properties.

  1. Create one custom multiple checkboxes property that contains options for all of your webinars
  2. Create the same property on the deal object
  3. Create a deal-based workflow that enrolls open deals, then copies values from the contact property into the deal property (choose append, not replace)
  4. Create an additional custom property on the deal object, e.g. single checkbox ‘Deal influence refresher’
  5. Create a contact-based workflow that sets this property from step 4 to ‘True’ whenever the property from step 1 changes
  6. Make the property from step 4 a re-enrollment trigger in your workflow from step 3, clear it at the end of the workflow

You would have to maintain the property from step 1 for all of your webinars. You would then have a setup where open deals get ‘tagged’ with marketing touchpoints and you could then easily build reports based on the property from step 2.

Historically, it’s hard to backfill this information because you cannot make the copy-workflow conditional to whether the deal was open at the time when a contact had a touchpoint – and copying the information into a closed deal would not constitute influence and thus be incorrect, in my opinion.

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