How to track/attribute lead source while sales completes outreach concurrently

[MDiaz705]

What would be the best way to track/attribute lead sources when our sales team activitely engages with contacts we campaign to? For example: My boss and leadership want to better see how much conversion we get from email. Unfortunately, all of our marketing emails were 1-to-1 formatted without linking to a Landing page. Generally, it was large cold outreach (and the occasional upsell email) and then sales would follow up on any opens or replies they received. The process to attribute to a general campaign has been a bit manual on my part, and I genuinely am lost on how to showcase in a report/dashboard what leads we have converting from email campaigns.

FWIW, we have a new website that we will be able to direct leads too. Our email structure will change to be more "marketing" formatted as well which may help. Any thoughts, suggestions, input is appreciated. Thanks!

[DilshadShaikh · Accepted solution]

Greetings @MDiaz705,

Possibly you can use these property in your case:

• Recent sales email clicked date
• Recent sales email open date
• Recent sales email replied date
• Last contacted (Capture 1:1 email data)
• Last engagement date

These propeties track and keeps the data from sales email which is another word 1:1 email. So if you know some is replied on for example 2nd Feb 2025 and the contacts deal got closed on 5th Feb 2025. Then you know that this is email is the possible source that would have contributed in converting that possible deal.

You can also narrow down the data by segmenting it by source type Sales Email. You can use below properties to check if you can find any relevant information to attribute the conversion:

• Latest Traffic Source
• Latest Traffic Source drill-down 1
• Latest Traffic Source drill-down 2
• Original Traffic Source
• Original Traffic Source drill-down 1
• Original Traffic Source drill-down 2
• First Conversion
• Recent Conversion
• Record Source
• Record Source 1
• Record Source 2

Using these properties any one or combination with source and sales propeties, first you have to come with the condition and logic with one contact/lead or deal then you can implement the same to multiple for reporting. 

If you want to find all more about the default properties listed above, You can check Hubspot Deafualt properties here: https://knowledge.hubspot.com/properties/hubspots-de...

Hope this helps, if it does then help the community by marking it as a solution.

Happy HubSpotting.

Thanks & Regards,
Dilshad Shaikh

[MDiaz705]

1:1 in this case refers to the style of Marketing emails we send out. We send a Marketing Email with the sales reps as the senders. Though we may not have clear CTA buttons or links in the email, we want to better capture this as a conversion if they opened.

[Josh]

Hi @MDiaz705,

Just a couple of follow up questions that I think might help you get a better answer:

• When you say 1:1 formatted, does that mean these outreaches were happening via Sequences/Templates or they were still sent by the marketing email tool, but sent as more of a plain text style email without links to landing pages?
• Were the follow-up emails that were sent by your sales reps tracked in HubSpot?
• Can you confirm that you have Marketing Hub Enterprise and the Attribution Reports just aren't capturing the right info?

Thanks! 

[MDiaz705]

Hello!

• When you say 1:1 formatted, does that mean these outreaches were happening via Sequences/Templates or they were still sent by the marketing email tool, but sent as more of a plain text style email without links to landing pages? They were sent as marketing emails, but the reps were listed as the sender and the style was just a general outreach email. It is as if the reps emailed them themselves but we did marketing email sends.
• Were the follow-up emails that were sent by your sales reps tracked in HubSpot? Sales reps log activity (calls/emails/meetings) in HubSpot. While they do not do so 100% of the time, they mostly do.
• Can you confirm that you have Marketing Hub Enterprise and the Attribution Reports just aren't capturing the right info? We do have marketing enterprise. The attribution reports don't capture because most of our marketing emails up to this point did not have clear CTAs to LPs.