[Building Report] Creating Cohorts within a specific lifecycle stage to qualify contacts

SOLVE
Udhayan
Member

Hello Team,

I would like to build a report on cohorts within a particular life cycle stage based on various website and email activities[behavioral]. Is it possible to find the web/email activities that the contacts have in common within a particular lifecycle stage- so that we can assign a particular HubSpot score to this cohort to qualify them to a corresponding lifecycle stage or nurture them?

Usecase:
Imagine if there are 10000 contacts in the MQL stage, I would like to know the behavioral events or email activities they have in common - it could be one or many cohorts. By finding these cohorts, I can assign individual scores to them - so that the contacts that are not in the MQL yet can be qualified to be there?

Looking forward to your response.
Thanks in advance.

Cheers,
Udhayan




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1 Accepted solution

Accepted Solutions
karstenkoehler
Solution
Hall of Famer

Hi @Udhayan,

 

With this type of reporting in HubSpot, most of the times you need to know what you're looking for.

 

For example, HubSpot won't give you a list of emails which were received by a certain cohort. You would have to build a list of contacts who have either received email 1 or email 2 or email 3 etc and then check how large that list is – and crossreference it with other lists.

 

The easiest way to explore is by using a custom report. Navigate to Menu > Reports > Reports > Create custom report > Single object > Contacts.

 

Under Filters choose "Create date is all time" and "Lifecycle stage is any of MQL", under Properties select anything that you think could show a pattern. Persona, Company size, Number of employees, Now in Workflow, Sends since last engagement, Marketing emails opened, Average page views, First page seen, Last page seen, Number of sessions, First conversion, Recent conversion...

 

Now, click on the Visualization tab, drag Count of Contacts into the Displaying area and try combinations of the properties mentioned above, e.g. Number of contacts by First conversion. Average of Marketing emails opened by Persona. Anything goes. This is how you'd finde those patterns in HubSpot.

 

(The only type of report where the report does the exploration for you would be an attribution report. However, that's limited to attribution for revenue, contact creation and deal creation.)

 

Hope this helps!

Karsten Köhler
Digital Marketer | HubSpot Freelancer | CRM Consultant

Beratungstermin mit Karsten vereinbaren


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karstenkoehler
Solution
Hall of Famer

Hi @Udhayan,

 

With this type of reporting in HubSpot, most of the times you need to know what you're looking for.

 

For example, HubSpot won't give you a list of emails which were received by a certain cohort. You would have to build a list of contacts who have either received email 1 or email 2 or email 3 etc and then check how large that list is – and crossreference it with other lists.

 

The easiest way to explore is by using a custom report. Navigate to Menu > Reports > Reports > Create custom report > Single object > Contacts.

 

Under Filters choose "Create date is all time" and "Lifecycle stage is any of MQL", under Properties select anything that you think could show a pattern. Persona, Company size, Number of employees, Now in Workflow, Sends since last engagement, Marketing emails opened, Average page views, First page seen, Last page seen, Number of sessions, First conversion, Recent conversion...

 

Now, click on the Visualization tab, drag Count of Contacts into the Displaying area and try combinations of the properties mentioned above, e.g. Number of contacts by First conversion. Average of Marketing emails opened by Persona. Anything goes. This is how you'd finde those patterns in HubSpot.

 

(The only type of report where the report does the exploration for you would be an attribution report. However, that's limited to attribution for revenue, contact creation and deal creation.)

 

Hope this helps!

Karsten Köhler
Digital Marketer | HubSpot Freelancer | CRM Consultant

Beratungstermin mit Karsten vereinbaren


Did my post help answer your query? Help the community by marking it as a solution.

View solution in original post

Udhayan
Member

Hey @karstenkoehler ! Awesome, that was thorough! Thank you. Let me try it!