If your team needs performance reports and audits, so does your CRM. Using HubSpot for important business functions like marketing, sales, operations, content, and customer service simplifies them, but you need to make sure it’s working at the optimum potential. A HubSpot audit once in a while can help you ensure all your business functions are running smoothly. Even a small error in HubSpot can lead to misspent on campaigns and underutilisation of your team resources.
Now, if you don’t have the time to do it yourself or have a lot of data on HubSpot, the best way to go about it is to get it done from a third-party company that is efficient with it. Whatever you decide, use the HubSpot audit checklist shared in this blog.
What is HubSpot Audit?
A HubSpot Audit is the process of checking your HubSpot account to assess the performance of all your campaigns, workflows, and data to understand what works for you and where you need to improve them.
It covers all things website, marketing and customer data, ensuring your content, strategy, lead generation forms and sequences, CRM data, and workflows are in place.
Use our Go-To Checklist for Your HubSpot Audit
Your HubSpot portal audit is an important step that will help you maximise your business performance. Below are some of the important areas we cover in HubSpot audit for our clients.
1. Check Your Contacts and Data Before Anything Else
A major factor on which the performance of all your efforts relies is the contact details that you are collecting as leads and trying to convert them.
So, first and foremost, we evaluate the contacts and lists collected and stored in your HubSpot account, filter out incomplete records and fake or scam entries, and merge duplicate contacts.
Scanning through your lists will also help locate and remove old records of leads you collected for any campaign, say an offline event, that you no longer need.
Through your contact data, filtering out hard-bounced contacts who don’t engage with your campaigns and removing them will improve your campaigns.
Imagine what a disaster it would be if you found out that your cost per lead is high because of any of these errors in your data!
The next important thing we recommend you do is check the security of your internal data.
2. Understanding Your Campaign Performance
After your data is sorted, you want to see and understand the contribution of your campaigns to your business revenue and growth. At this stage, you should know that using the right metrics to analyse the success of a campaign is crucial.
We dive deep into your campaign analytics to understand three important things:
- how much audience you are attracting,
- how many of these are interested in your offerings,
- and how much revenue you are generating.
Analysing these three things helps in knowing the impact you are creating and if you are meeting your business goals.
3. Your Website and Content Need In-Depth Analysis
HubSpot has internal tools that help analyse your website and content performance. However, don’t mistake these areas as easy to audit.
Be clear with your website and content strategy, have SMART (specific, measurable, attainable, relevant, time-bound) goals in place, and know the right paid and organic metrics you want to track before beginning the HubSpot portal audit.
Website traffic, speed, user experience, SEO performance, optimisation for mobile, and security are common areas to check in the audit. But we go a step ahead and understand things like user behaviour patterns through custom events during our HubSpot audit to know how website visitors are interacting with the website and suggest improving CTA’s accordingly.
Assess each website page, blog post, landing page, and even downloadable assets for traffic and click-through rates to check the impact of the content. Optimising highly targeted pages and redirecting or removing underperforming pages are equally important. Why? Think of how low-quality content on a few pages is deteriorating your overall website and content performance.
Your internal team probably takes care of analysing your website and content on HubSpot, but you should still get help from a professional HubSpot partner from time to time.
4. Align Your Sales and Marketing Efforts
Handling and syncing sales and marketing can become challenging with different team members involved and many leads later. But HubSpot’s premium features can help your team seamlessly tackle it.
While doing any HubSpot Portal Audit, we check the complete Sales and Marketing hub. Think of your review form not having the right fields and not collecting the data your sales team needs before calling them. What if your automation flows are not working properly, leads are not getting directed to the right channel or your contacts are not filtered properly? Even small things like these can create big problems and impact your overall sales. We dig deeper to understand problems like these and find loopholes, so your marketing team can run effective campaigns and your sales team can make the best use of leads.
5. Leverage HubSpot’s Reporting and Analytics Dashboard
There is so much data and metrics available with customisation options for you to use, but the hard truth is that owning the reporting and analytics database is not easy. Before you rely on the reports and analytics, you should check if the associations between your properties are correct or not, all sources from where you are tracking data, like social media and other platforms, are happening seamlessly. Also, see if the sales and deals data match or not.
One of the important parts of our HubSpot Audit Checklist is going through the reporting and analytics database and helping you create custom reports that can truly help you understand and scale your potential.
How Often Should I Conduct a HubSpot Audit?
The frequency of HubSpot audits will depend on various factors, like the size of your business, your products or services value, your contacts and data size, how many campaigns you run and for how long.
Let’s say you have minimal contacts and campaigns you should get the HubSpot portal audit done once or twice in a year. If you run a lot of campaigns and have a good data size in the thousands, you can go for the audit every quarter or even once every two months.
Conclusion
Don't wait for year-end reports to know if your business is on the right track. Take quick actions to check and fix every small and big error in your HubSpot CRM. That is the aim of getting the HubSpot audit done, and we hope the above key points will not only help you get started but also help you cover all the important things in your audit.
