Q&A with HubSpot Product Manager - Attribution ReportingSOLVE
Dec 5, 2019 1:44 PM - edited Dec 5, 2019 3:23 PM
Thank you for joining us on the HubSpot Attribution Reporting Webinar.
With multi-touch revenue attribution, you can tie your marketing and sales efforts directly to closed deal revenue, enabling you to clearly see what's working and what's not throughout the customer journey.
We’re thrilled about this evolution of HubSpot reporting, and we want to make sure you have the information you need. We’ll be monitoring this space to answer your questions on HubSpot attribution, it’s intended use cases and how you can incorporate attribution reporting into your organization’s strategies for 2020.
Please enter your questions from the webinar below.
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Dec 6, 2019 10:52 AM - edited Dec 6, 2019 11:56 AM
Thank you to everyone who submitted questions during the webinar! Our answers are below:
Who has access to multi-touch revenue attribution?
HubSpot's multi-touch revenue attribution reporting is available to Marketing Hub Enterprise customers.
Can we isolate the marketing team's impact on revenue from the sales team's impact on revenue?
Yes. We recently released a new filter in your revenue attribution report builder called "interactions". This filter allows you to segment your attrbution report to "marketing only" or "sales only" interactions, giving you a clear sense of marketing driven vs. sales driven revenue.
Can I see the impact of specific marketing campaigns in HubSpot's revenue attribution reporting?
This is something we are actively working on. It's coming soon.
If our sales team is not running their process in the HubSpot CRM, can the marketing team still report on revenue attribution in HubSpot?
Yes, but you'll need to ensure that deals are integrated with HubSpot. Revenue attribution requires closed deals in your pipeline, and contacts need to be associated with relevant deals. This allows HubSpot to surface customer interactions with your brand throughout the buyer's journey.
If your team is using Salesforce, our bi-directional sync makes it very easy to set this up. Details on how to set-up your Salesforce opportunity sync here.
What if multiple contacts/leads were involved throughout the process of closing the deal? What if we have a longer sales cycle?
You are good to go. This will be fully captured using HubSpot attribution reporting, as long as the relevant contacts are all associated with the closed deal.
HubSpot will surface every interaction that ALL contacts involved in the deal had with your brand, in the order they occurred. HubSpot then assigns credit to all of those interactions, based on the attribution model you choose. We have 6 attribution models to choose from, meaning you can optomize for the part of the customer journey that matters most to your business, and clearly capture what's working & what's not.
Will HubSpot capture my offline activity, like conferences or direct mail?
This is not currently available in multi-touch revenue attribution, but it is something that we are actively thinking about as a product team. HubSpot recognizes how important your offline efforts are, and we are working towards giving our customers even more control over what's included (or not included) in these reports. There will be more to come on this in 2020.
How are interaction types categorized?
Please see this knowledge doc for a deep dive on defintions.
Is there an API available for HubSpot multi-touch revenue attribution?
Not at this time, but this is great feedback for us. Currently, you can export all attribution model data from HubSpot and work with it in Excel, but we understand that some businesses would like more flexibility over that via an API.
Can I change the timeframe of HubSpot attribution reports?
Yes. You can analyze deals that closed in any time period.
Can we use HubSpot attribution reporting to see how marketing is driving outcomes other than revenue? (e.g. Contacts/Leads influenced, MQLs influenced, SQLs influenced, Deals in pipeline influenced)
We currently offer contact attribution in the HubSpot report builder, available to Marketing Hub Professional and Marketing Hub Enterprise. These contact attribution reports can give you insight into the key interactions that occurred that caused someone to become a contact in your CRM.