Tracking For Unique Opportunities

[BWimer]

So I'm a bit of a conundrum. My organization's marketing process is kind of unique. We are a consortium that helps market government contracts to our membership. Every opportunity is different and usually lasts about 3 months from announcement to when our members submit on the opportunities. The government usually gives us lists of companies (sometimes they're in our membership, sometimes not) they think will be able to fulfill on a contract. My c-suite basically wants to know how that list engages with marketing content (website visits, email marketing, digital ads, events marketing). I've tried using HubSpot Scores to score interactions only run into the limited number under my plan. Now I'm working to see if lead status might be the best way to track based on actions our membership takes with say the number of website visits. 

My question is, does this make sense as a means of tracking engagement to the list the government provides us, or is there a better way? Mind you, every opportunity is unique, and I need to track based on each unique opportunity so my tracking needs to be based on each marketing campaign we set up for each opportunity. 

[karstenkoehler · Accepted solution]

Hi @BWimer,

Could you specify what question your team is trying to answer specifically? Do you want to see which of the companies interact with your content the most? Do you want to uncover specific patterns?

Generally, HubSpot has the same tracking capabilities for all contact records, regardless of whether they're coming from a list or whether these contacts submit a form on the website. For tracking of page views, of course, cookies must be accepted. For storing and processing the data of these contacts, there must be a legal basis. As long as that's the case, HubSpot will associate page view activity with the individual contact records and also track marketing email engagement against unique contact records.

So it seems like the question is rather how you can visualize the crucial information from everything that's being collected. It looks like you're on a Professional subscription – which means that you should have access to the custom report builder. Each report can be pre-filtered, in your case it would make sense to pre-filter reports by your list.

You can then go on and visualize which companies had the most page views, which companies opened the most emails, which companies submitted the most forms. It's not always possible to narrow these activities down to a timeframe, but this depends on the exact questions you want to answer.

To summarize, the first step would be to formulate the specific questions you want to answer. With those questions, you can go on and create the necessary reports.

Of course, scoring properties are also an option. If you let me know which issues you experienced here specifically, we can also try to find a solution.

Let me know if I understood your request right and if you need help with creating these reports.

Best regards!