Hi,
We want to see what touch points contacts in the opportunity stages had with content offers (blog posts, webinars, reports, events). The goal is to see a conversion rate or ratio that we can use as an internal KPI to improve creating contact towards our target audience.
I was thinking something like this:
1. Content offer x --> 2. blog post y -->> Opportunity XZY / booked meeting
Or backtracking from a specific deal or contact in the opportunity stage and seeing what impacts the marketing contact had. I am aware that this is offered for the enterprise package, but was hoping to find a way to measure impacts even without (we have a marketing professional license).
How are you measuring marketing impacts?
Hi @SebScheuer. Attribution reporting can be a bit of a beast. Here are a few resources I share with my clients/students to help better understand it in HubSpot and build good attribution reportings:
And also the campaign tool can help if you’re managing content here.
In short, it’s possible to track what content is leading to new contacts, and then monitor the Opportunity lifecycle stage as well. I’m not sure if the exact path you described is a standard report, but these resources should help get you on the right track.
This is such an excellent question @SebScheuer and I think the attribution report links @danmoyle provided are a great place to start.
I’ve played around with a lot of possibilities to level this up for specific campaigns using a combination of lead scores and workflows that trigger custom properties which can flag the impact for a set of specific content items in a report/dashboard.
Hi Jennifer! Thanks. Could you go more into detail about how you set this up? Working with properties and workflows makes things more complicated than setting up a proper report, but I would love to learn more about your approach in general. Attribution and reporting we are very familar with.
Hi @SebScheuer attribution and reporting are definitely the easiest route to go, and the properties and workflows aren’t too complicated, they just offer a slightly different more granular way to track specific campaign content.
Depending on the number of content items you want to track, you can either use a lead scoring property to create a weighted score that is used to update corresponding deal properties via workflow, or you can create workflows that say, if user has completed X action (submitted form for example) assign this value to the contact property and then when a deal is created, you run a workflow that checks the contact record for any of those properties which then updates the deal record properties accordingly.
It’s a lot to build it out and explain in more detail, this usually works best when you’re tracking a very high dollar marketing effort against deals for ROI.
Thanks Jennifer. Now, when you outlined the process, it makes so much sense to use properties for that. It just appears to be much work for something that should be a standard ROI reporting type in Hubspot.
You’re welcome @SebScheuer - the campaigns tool definitely helps with bringing everything together in one place, especially now that budgets can be added - are you using campaigns already?