Email nurture reporting by cohort


Anyone out there who has a process they like using HubSpot for cohort reporting for lead nurtures?


You can filter email stats and stats for emails at the workflow level for periods of time but its harder or more of a custom setup to see that kind of information for groups of people where want a closer look at who those people are and what's happened with them after being nurtured.


There aren't any time filters in lists for when someone was enrolled in a workflow or met a goal of a workflow.


Thanks and look forward to hearing your ideas!

2 Replies 2
Thought Leader

>>There aren't any time filters in lists for when someone was enrolled in a workflow or met a goal of a workflow.


You may now date/time stamp activities in HubSpot using the HubSpot 'Set contact property action' to the 'Date of step' value within your workflows.
- see image

HubSpot Workflow: 'Date of Step' selectorHubSpot Workflow: 'Date of Step' selector

- see Use workflows to set a date stamp by @JuliaMongeau 


Missed OpportunitiesMissed Opportunities

However, you are correct @blg -- traditional HubSpot thinking (based on Campaigns and Workflow goals) does not lend itself to cohort analysis for lead nurture. As such, we can easily miss opportunities because (more obvious) other's have met campaign or workflow goals and floated to the top of our minds and task lists.


One of the best ways we've found to think about cohort analysis in HubSpot is to build customized Smart Lists, then group those lists around whatever behavior is most indicative of buyer intent for our target organization.

Typically, we start by identifying best indicators of buyer intent by either using the HubSpot Likelihood to Close' property (rarely -- still too new, too proprietary, and fluctuates too wildly), or from a combination of custom lists identifying the following high-level frequency and recency data.

- Website visitor (and re-visitor) frequency and recency.
- Marketing asset download frequency and recency.
- Marketing email CTR frequency and recency.
- Sales email reply frequency and recency.
- Sales meeting frequency and recency.
- [this list is not exhaustive]

We select as many as apply, then build separate Smart List groups to identify those contacts. This approach, while time-consuming and HubSpot expertise intensive, has the distinct advantage of incorporating key players into the conversation from inception. In other words, we need organization-specific information to both accurately build and prioritize cohorts based on these criteria. This approach also has the advantage of catching what one might consider 'anomolies' that fall outside traditional acceptable timeframes or any specific group of nurtured contacts.
(see Case-in-Point below)

Also notice, this approach does NOT structure cohorts based on individual HubSpot Campaign reporting, Workflow goals, or timeframe-based generalities (e.g., Create Date, Became an SQL Date, Deal Close Date, etc.). HubSpot already does a fine job of that for us. Here, we're basically looking for opportunities that have slipped through the HubSpot cracks as it were -- our definition of cohort.

An SQL nurtured in 2017 that didn't close in 2017 recently re-visited specific pages on our website multiple times. Because we track this behavior outside the context of any individual HubSpot Campaign, Workflow, or generalized group of contacts we were alerted. We reached out to that SQL immediately, and now have a follow-up meeting booked around a deal (>18 months after they fell off all of our traditional HubSpot reports and lead nurture radar). We expect the likelihood that we'll close a deal with this SQL is higher in reality (>30%) than anything the HubSpot Likelihood to close (LTC) score could've or would've ever reported.

In fact, the HubSpot Likelihood to close score for this SQL fluctuated widely in 2018 (between ~0.5 and ~13.0) since becoming an SQL in 2017 with a LTC score of ~8.0. In this case, the LTC score never gave any recent indication of intent specific to our organization even after specific page re-visits and the meeting booking -- today's LTC score (~5.0). If we had relied on notifications soely from traditional Campaign reporting, Workflow goals, OR LTC score, there would've been no notifications thus far in 2019.
(in other words -- a missed opportunity with a real 30% LTC)

Our high level goal here is to always identify missed opportunities regardless of which individual HubSpot Campaign, Workflow, or group of HubSpot Contacts with which they are associated. That's where our 'sales-brain' superceeds our traditional HubSpot thinking.

Hope that helps and good luck with your project.


Chief HubSpot Consultant

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Thanks for such a comprehensive response!


We’ll have to check out that date/time stamp feature in workflows. We’ve used that in Salesforce to time stamp lifecycle stage changes but haven’t tried it out on the HubSpot side for anything.


For cohort analysis I wasn’t thinking anything too complex, more of just a way to look at performance of groups of leads that have been enrolled in certain nurture programs over time.


But I love your thought process around buyer intent. Totally agree that while a web visit may not mean much on its own or deserve a higher score, the fact that its from a contact who is a good fit/was worked in the past is enough to pay more attention to.