HUBSPOT audit and action plan

Unlocking HubSpot's full potential requires a strategic audit and action plan. By meticulously examining your HubSpot usage, we identify strengths and weaknesses, paving the way for targeted improvements that drive growth. We convert insights into actions, ensuring HubSpot becomes a dynamic asset, not just a tool.

overview

Industry: Software Development
​Company Size: 100-200 employees
Location​: Brazil
Use Case:
  • Audit of Sales Hub Enterprise usage
  • Audit of Marketing Hub Professional usage

Products & tools

Sales Hub Enterprise
​Marketing Hub Enterprise
Canva Design
​Miro
​Notion

Overview

In this audit project, the objective was to comprehensively evaluate Lecom's implementation of HubSpot's Marketing Hub and Sales Hub modules. The aim was to identify areas of improvement and provide strategic recommendations for enhancing their customer relationship management processes.​

scope

The audit encompassed a thorough analysis of Lecom's use of HubSpot, focusing on lead generation, nurturing, pipeline management, engagement, and reporting. The evaluation included workflows, automation, data management, website integration, and tracking mechanisms.

findings

Upon meticulous examination, several key findings emerged:
  1. Lead Qualification: Existing lead qualification processes needed streamlining to ensure efficient conversion from Marketing Qualified Leads (MQLs) to Sales Qualified Leads (SQLs).
  2. Marketing Campaigns: Opportunities to optimize marketing campaigns for better engagement and conversion were identified.
  3. Personalized Nurturing: Implementing personalized lead nurturing sequences could enhance customer engagement and increase conversion rates.
  4. Data Management: Data accuracy and relevance were crucial for informed decision-making and needed improvement.
  5. Sales Alignment: There was potential for better alignment between marketing and sales teams to improve lead conversion rates.
  6. Integration with Operations Hub and Service Hub: Consideration of these modules for future implementation could bring advanced automation and customer support capabilities.

Recommendations

Based on the findings, the following recommendations were proposed:
  1. Streamline Lead Qualification: Revise lead qualification processes to facilitate smoother transition from MQLs to SQLs.
  2. Optimize Marketing Campaigns: Implement strategies to improve the effectiveness of marketing campaigns.
  3. Personalize Lead Nurturing: Develop personalized lead nurturing sequences to boost customer engagement.
  4. Enhance Data Management: Implement best practices to ensure accurate and relevant customer data.
  5. Improve Sales Alignment: Foster better collaboration between marketing and sales teams for higher lead conversion.
  6. Consider Operations Hub*** and Service Hub***: Explore the benefits of integrating these modules in the future for enhanced automation and customer support.
***​While the immediate implementation of Operations Hub and Service Hub might not be a priority, considering these modules as Lecom's marketing and sales processes mature can bring advanced benefits in terms of automation, data synchronization, and customer support.

outcomes
  • Comprehensive Assessment: Conducted a thorough evaluation of HubSpot usage, identifying key areas for potential improvements.
  • ​Enhanced Team Alignment: Analyzed sales processes to determine better alignment between teams, fostering more cohesive collaboration.
  • Object Usage Refinement: Detected issues in object usage within HubSpot and devised effective solutions to rectify these concerns.
  • Strategic Action Plan: Developed a targeted action plan based on the company's priorities, guiding the implementation of improvements.
  • Optimized Database Management: Provided a clearer overview of the company's database within HubSpot, streamlining data management practices.
  • Operational Efficiency: Identified bottlenecks and inefficiencies, leading to streamlined processes and resource optimization.
  • Actionable Insights: Delivered actionable insights into lead conversion, marketing campaign effectiveness, and customer engagement.
  • Informed Decision-Making: Equipped the company with data-driven insights for making informed strategic decisions.
  • Holistic Perspective: Gained a holistic perspective of the company's HubSpot usage, allowing for a more targeted and effective approach.
  • Foundation for Growth: Laid the groundwork for future growth by identifying areas of improvement and aligning strategies with company goals.

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