We currently have Sales, Service & Marketing hub subscriptions and I am wondering the best way to outreach to brands and report on it.
Currently we are using sequences for out reach but do not feel this is the best process as when a brand replies it automatically unenrols and does not show the full cycle (outreach to conversation) time through each stage.
Reading on here there are some options either managing via a list or lead funnel and then creating a deal pipeline. Can you please share some insights what would be best and can show the best reporting options.
Key things I want to see:
time between each outreach stage and overall time to conversation
Having subscriptions to HubSpot's Marketing, Sales & Service Hubs already puts you in a good spot here! Below are some of my thoughts; I've broken down my response into four main sections: 1) Outreach Strategy Optimization, 2) Reporting Requirements, 3) Segmentation & Cohorts, and 4) Best Practice Reporting.
1) Outreach Strategy Optimization
Problem Identified: Sequences unenrolling contacts upon reply and not showing the full cycle.
Recommendation:
Use Workflows: Instead of just Sequences, you might benefit from using HubSpot’s Workflows to better manage and automate your outreach process. Workflows can handle complex branching logic and can be customized to prevent unenrollment upon reply, allowing you to capture the entire lifecycle from outreach to conversation. (KB article here)
Task Automation: Create tasks for follow-ups based on engagement triggers. This ensures no potential lead falls through the cracks and allows for a more personalized follow-up. (KB article here)
2) Reporting Requirements
A. Time Between Each Outreach Stage and Overall Time to Conversation
Steps to Achieve this:
Lead Funnel Stages: Set up a custom lead funnel with clear stages (e.g., Contacted, Interested, Responded). Use date properties to track when a contact moves from one stage to the next. (KB article here)
Report Creation: Use the custom report builder to create a report that shows the average time spent in each funnel stage, and the total time from the first outreach to when a conversation is established. (Community post here)
B. Click Rates (Open, Reply, etc.)
Email Performance Reports: Utilize the email analytics tools within HubSpot to track and report on open rates, click rates, and reply rates of your email campaigns. (Kb article here)
Custom Dashboard: Create a customized dashboard that consolidates email performance metrics for easy monitoring. (KB article here)
3) Segmentation and Cohorts
Managing Segmentation and Cohorts:
Lists and Lead Funnel Strategy: Create smart lists for each segment and cohort within your HubSpot account. Smart lists can dynamically update based on specific criteria you set (e.g., engagement activity, lifecycle stage). (Kb article here)
Qualified Leads to Deals Pipeline: Once a lead is qualified, you can automate moving them into a dedicated deal pipeline. This will help with tracking and managing your sales process more effectively. (KB article here)
Segment-Specific Reporting: Use lists to segment your reports by cohorts. This will allow you to track the performance of each cohort individually and compare them across different segments.
4) Best Practice Reporting
Overview: For comprehensive reporting, it’s best to have an overall lead funnel for each segment. Use lists for cohort-level reporting to drill down into the performance metrics of each group. This dual approach allows you to get a bird's eye view of segment performance while being able to analyze detailed cohort-specific data.
Steps:
Set Up Lists: Create a smart list for each cohort.
Create Custom Reports: Use these smart lists to generate detailed reports on opens, clicks, replies, and stage transitions. (KB article here)
Dashboard Views: Consolidate these reports into dashboards for quick and intuitive access.
Let me know if I can answer any additional questions!
HubSpot is great for running outreach, but once someone replies, the tracking gets messy. Adding LeadAngel fixes that because it focuses on lead lifecycle tracking and SLA measurement. Basically, HubSpot + LeadAngel together = best combo for outreach + clear reporting on time-to-conversation.
Having subscriptions to HubSpot's Marketing, Sales & Service Hubs already puts you in a good spot here! Below are some of my thoughts; I've broken down my response into four main sections: 1) Outreach Strategy Optimization, 2) Reporting Requirements, 3) Segmentation & Cohorts, and 4) Best Practice Reporting.
1) Outreach Strategy Optimization
Problem Identified: Sequences unenrolling contacts upon reply and not showing the full cycle.
Recommendation:
Use Workflows: Instead of just Sequences, you might benefit from using HubSpot’s Workflows to better manage and automate your outreach process. Workflows can handle complex branching logic and can be customized to prevent unenrollment upon reply, allowing you to capture the entire lifecycle from outreach to conversation. (KB article here)
Task Automation: Create tasks for follow-ups based on engagement triggers. This ensures no potential lead falls through the cracks and allows for a more personalized follow-up. (KB article here)
2) Reporting Requirements
A. Time Between Each Outreach Stage and Overall Time to Conversation
Steps to Achieve this:
Lead Funnel Stages: Set up a custom lead funnel with clear stages (e.g., Contacted, Interested, Responded). Use date properties to track when a contact moves from one stage to the next. (KB article here)
Report Creation: Use the custom report builder to create a report that shows the average time spent in each funnel stage, and the total time from the first outreach to when a conversation is established. (Community post here)
B. Click Rates (Open, Reply, etc.)
Email Performance Reports: Utilize the email analytics tools within HubSpot to track and report on open rates, click rates, and reply rates of your email campaigns. (Kb article here)
Custom Dashboard: Create a customized dashboard that consolidates email performance metrics for easy monitoring. (KB article here)
3) Segmentation and Cohorts
Managing Segmentation and Cohorts:
Lists and Lead Funnel Strategy: Create smart lists for each segment and cohort within your HubSpot account. Smart lists can dynamically update based on specific criteria you set (e.g., engagement activity, lifecycle stage). (Kb article here)
Qualified Leads to Deals Pipeline: Once a lead is qualified, you can automate moving them into a dedicated deal pipeline. This will help with tracking and managing your sales process more effectively. (KB article here)
Segment-Specific Reporting: Use lists to segment your reports by cohorts. This will allow you to track the performance of each cohort individually and compare them across different segments.
4) Best Practice Reporting
Overview: For comprehensive reporting, it’s best to have an overall lead funnel for each segment. Use lists for cohort-level reporting to drill down into the performance metrics of each group. This dual approach allows you to get a bird's eye view of segment performance while being able to analyze detailed cohort-specific data.
Steps:
Set Up Lists: Create a smart list for each cohort.
Create Custom Reports: Use these smart lists to generate detailed reports on opens, clicks, replies, and stage transitions. (KB article here)
Dashboard Views: Consolidate these reports into dashboards for quick and intuitive access.
Let me know if I can answer any additional questions!
You can implement several strategies to track your outreach process better and improve your reporting capabilities. Instead of relying solely on sequences, consider creating a custom deal pipeline specifically for your outbound outreach efforts. Define stages like initial outreach, follow-up, response received, and negotiation. Add custom properties to track details relevant to your outreach, such as the type of outreach (email, call), the specific message sent, and any relevant notes.
Or use Everage HubSpot's list feature allows you to create segmented lists of contacts based on their engagement levels or outreach stage. Create active lists that automatically update based on your outreach criteria. For example, a list of contacts who have opened emails but have not yet replied.
Thanks so much for this response, for my outreach they are based on segments and then there are multiple cohorts per segment.
For best practise reporting would you suggest having an overal lead funnel for the segment and once qualified they move to a deal but also creating a list for each cohort so I can report on the performance of each?
