Whether you're a new HubSpot account administrator or just need a refresher, this article will answer all your questions about conducting an Audit of your HubSpot account. This article will take the form of a checklist. Follow this list as you navigate through your account's platform and check the status of each item on our list.
Audit your Marketing Hub account.
“Account and Billing” section
Find out about your "Subscription level" and "Contact limits". You can also change your payment methods. Knowing your "Subscription level" will give you an idea of all the features included in your subscription. Having an idea of everything that goes into your subscription is the first step towards leaving nothing to chance and making the most of everything HubSpot has to offer.
Then discover the information you've set up about your company, such as :
Who is the main contact?
Billing contact?
And find out who your other contacts are and what their roles are within your Account (Decision maker, Onboarding contact, technical admin, etc.).
If necessary, update your contacts and their roles.
Let's move on to CRM. (CRM, or Customer Relationship Management, refers to software that centralizes all customer interactions and information on a single platform). HubSpot is built around a number of "Objects".
Contacts Object
Each object has sub-sections. We now invite you to click on the "Contacts" object and go to the "Contacts" section in the drop-down menu that appears. Then click on a contact at random, to bring up the contact form.
On the left-hand banner, you'll find all the key information about the contact. (email, life cycle stage,...)
On the right-hand banner, you'll find all the objects to which your contact is linked (a company, a sale, etc.). Each object in HubSpot is interconnected with the others, so information navigates between spaces automatically and intelligently.
The central section is the timeline. It shows you the activities that have taken place since your contact was added to your database. (Calls, Meetings, Email, Tasks,...)
Let's talk about your website!
When it comes to your website, you'll need to decide whether your entire website will be hosted on HubSpot, or whether you'd like to use a separate CMS, such as Wordpress. In this case, you'll use Wordpress for your website and HubSpot for your landing pages or blog, for example.
Knowing where the different parts of your site are hosted allows you to know where to go to update your content and track its performance. It also enables you to put in place a coherent marketing strategy that you can monitor and improve in a relevant way.
Click on the gear icon at the top right of your page. Then, on the left-hand banner, click on "Website" then "Domains & URLs". Take note of the domains linked to each of your tools (Blog, Landing pages or Email.)
Let's take a look at one of your content pages hosted by HubSpot. To do this, go to the "Marketing" object, then click on "Website", "Website pages". Website pages". You'll land on a page that lists all the pages on your site that are hosted on HubSpot. You can also view the status of your Blog pages or Landing Pages if you have any.
Now that you've browsed all the pages on your site, let's take a look at their performance. Go to the "Report" Object, then select "Analytics Tools", then go to "Traffic Analytics".
You can start by customizing the data you're shown by modifying the date range, frequency and data.
"The Tracking Code" and the Apps linked to your HubSpot account.
If you'd like to obtain data reports about pages not hosted by HubSpot, use the "Tracking Code". It can be used on any type of page. To retrieve this code, go to "Settings" (gear icon), "Tracking & Analytics" then "Tracking Code". For more information on installing Tracking Code, search for "Detailed instructions for installing tracking code on HubSpot."
To find out which applications are connected to your HubSpot account, click on "The Marketplace Icon" (top right of your page, house icon.) Then select "Connected Apps. After that, you can also click on "Visit App Marketplace." and discover all the applications that can be integrated into your HubSpot account.
Marketing actions in HubSpot, generate lead engagement.
Go to "Marketing" and select "Email". With the Email creation tools, you can create Emails that you can send to a chosen number of people. You can also reuse your "Email Template" and analyze the results of each of your mailings. To do this, simply go to the "Analyze" section. You'll then discover the open rates, bounce rates and click-through rates for all your mailings.
These e-mails can take more complex and detailed forms than simple text e-mails. (Example: registration confirmation, newsletter, Call to Action,...)
You can also create automated e-mails in the form of an "Automation". To do this, go to the "Automation" object and click on "Workflows". A list of your existing workflows will appear, those marked with a green dot are active. If you click on one of them, you'll be able to get a better idea of how it works and what it does.
Your social networks and HubSpot!
To find out which social networks are connected to your HubSpot account, go to "Marketing" and select "Social". In this section, you can manage and analyze your social networks. You can even publish your content directly from HubSpot if you wish. This feature lets you manage all your social networks from a single location, your HubSpot account!
Ads connected to your account.
Click on the "Marketing" object, then "Ads" and find out which advertising networks are connected to HubSpot (e.g. Facebook Ads, Google Ads).
Lead Capture section
Still in the "Marketing" Object, click on "Lead Capture", then "Forms". A list of your forms collecting information for HubSpot will appear. These lists may be located on one of your HubSpot pages or on an external page. When a new visitor fills in one of these forms on any of your pages, HubSpot will immediately create their contact in your CRM.
Reports
In the main menu, click on the "Reports" object, then on "Dashboards". This page is made up of a multitude of Dashboards containing reports. Each of these reports contains information about one or more elements of your business. (Example: the performance of your website, the status of your leads, newsletters,...) If you can't find a certain type of report on the page, go to the "Report Library" section, where you'll find other report proposals. To do this, click on "Add report" then "From the analytics library". Then add the reports you're interested in directly to your Dashboard. If you'd like to obtain more precise, personalized information on a theme, you can also create your own report. For this, we invite you to consult one of the videos on the subject directly in the HubSpot Academy.
Audit your Sales Hub account
At Sales level, one of the most useful areas to explore for your Sales user(s) is the "Contacts" section. If you connect your mailbox to HubSpot, you'll be able to record Emails and track openings and replies directly from this section. You can also send an e-mail from your contact's registration page. You can also record any other type of activity related to a contact. (Calls, Notes, Meetings,...)
Well-used this "Contact" section can be a great asset when it comes to tracking a contact using a variety of interconnected tools on the same page.
The use of different views of your Contacts.
Viewing your Contacts according to several types of criteria can help you order them: by relationship stage or by profile. Sorting and ordering your Contacts in this way can help you to keep track of a larger number of contacts in a consistent way.
To add a contact view, click on "Add view". You can then choose to view your contacts according to a standard HubSpot view, or you can create a new view according to your own criteria. To go a step further in segmenting your contacts, you can add additional filters such as: creation date, last activity date, lead status, etc.
Don't forget to save your "View" so you can use it again and again.
Now let's focus on the "Sales" object.
Let's start by going to the "Deals" section. You can choose between two types of views for your deals. The list view and the table view. The table view lets you see how your deals are progressing through the various stages of the sales cycle.
Vous pouvez modifier les étapes de votre cycle de vente afin de l'adapter au processus de vente de votre entreprise. Rendez-vous sur l'icône de l’engrenage dans l’angle supérieur droit de votre page et cliquez sur “Deals” puis “Pipelines”
Tasks.
This section allows you to identify and list your daily actions for your contacts. Tasks can be created from this section or directly from the contact's page, or through automation with a Workflow or Sequence.
Let's take a look at the "Sequences" section. Click on "Automation" in the main menu, then on "Sequences". With this tool, you can send a series of Emails to a specific person at a specific time. You can also create automatic tasks to remind you to perform an action after another action has already taken place.
“Workflows” section
This tool can, for example, help you allocate or reallocate a lead among your sales force. It can also enable you to create a deal automatically if a Lead books a meeting. Active Workflows will be associated with a green circle in the page listing your Workflows.
Let's conclude this section on HubSpot's Hub Sales with Reports.
For all sales people, it's vital to have access to effective reports that enable them to track the effectiveness and progress of each of their actions and deals. For example, reports on revenues, productivity or the efficiency of the sales process will be useful. These reports will not only help them to have a precise view of their actions, but will also give them an idea of how well the overall sales process is working. They will then be able to readjust the process to fine-tune their actions. Here too, you can access the HubSpot Library to add useful reports to your personal Dashboard. Feel free to create your own reports if you feel you need to.
Finally, if you go to the "Reports" Object, you can find other access reports on Sales activity by clicking on "Analytics Tools", then "Sales Analytics".
If you follow all these steps and complete or update the sections where information is missing, you'll have a ready and optimal HubSpot account! Maintain this rigorous approach to your company information and all your customer data to obtain clear, precise sections and reliable, high-performance reports.