Jun 20, 2024 Digital BIAS

The Value of HubSpot Portal Audits for SaaS and Fintech

The Value of HubSpot Portal Audits for SaaS and Fintech

For software-as-a-service (SaaS) and financial technology (fintech) companies, having an optimised HubSpot portal is critical for driving growth through effective marketing, sales, and customer service operations. However, even the most well-organised HubSpot instance can become cluttered with outdated data, inefficient workflows, and underutilised features. 

This is where a comprehensive HubSpot portal audit can provide immense value, helping these companies streamline their processes, improve data integrity, and unlock the platform's full potential.

As a leading HubSpot Agency partner, Digital BIAS wants to explain how to audit your HubSpot Portals for maximum benefit. These audits are crucial to the ARISE GTM Framework, our proprietary GTM methodology.

Streamlining Marketing and Sales Processes

One of the primary benefits of a HubSpot portal audit for SaaS and fintech companies is the opportunity to streamline their marketing and sales processes. The audit will identify areas where automation can be improved, lead nurturing campaigns can be optimised, and sales enablement tools can be better utilised.

By implementing the recommendations from the audit, these companies can enhance their lead generation efforts, improve conversion rates, and accelerate their sales cycles.

For example, the audit may reveal that a SaaS company's lead scoring system needs to be recalibrated to better align with their ideal customer profiles. The sales team can prioritise their efforts on the most promising leads by making the necessary adjustments, resulting in increased efficiency and higher close rates.

Improving Data Quality and Visibility

Data is the lifeblood of any successful SaaS or fintech company, and a HubSpot portal audit can help ensure that the data within the platform is accurate, up-to-date, and easily accessible. The audit will identify duplicate or incomplete records, outdated contact properties, and other data quality issues hindering effective decision-making and reporting.

By addressing these data quality concerns, SaaS and fintech companies can better understand their customer base. This enables them to deliver personalised experiences and tailor their products and services to meet customer needs better.

Optimising Customer Service and Support

In the highly competitive SaaS and fintech industries, providing exceptional customer service and support is crucial for retaining customers and fostering long-term relationships. A HubSpot portal audit can help companies evaluate their customer service processes, identify areas for improvement, and leverage the platform's service tools more effectively.

For instance, the audit may recommend implementing a robust knowledge base to empower customers with self-service resources or optimising the ticketing system to ensure prompt and efficient resolution of customer inquiries. By enhancing their customer service capabilities, SaaS and fintech companies can differentiate themselves from competitors and cultivate a loyal customer base.

Unlocking the Full Potential of HubSpot

SaaS and fintech companies often invest significant resources in implementing HubSpot, but over time, they may fail to leverage the platform's extensive feature set fully. A HubSpot portal audit can uncover underutilised tools and functionalities that can drive greater efficiency, productivity, and growth.

For example, the audit may reveal that a fintech company is not using HubSpot's powerful marketing automation capabilities or that a SaaS company needs to utilise its robust reporting and analytics tools to their full potential. By addressing these gaps, companies can maximise their return on investment in HubSpot and gain a competitive edge in their respective markets.

SaaS and fintech companies cannot overlook optimising their HubSpot portal in today's fast-paced and highly competitive business landscape. By conducting a comprehensive HubSpot portal audit, these companies can streamline their processes, improve data quality, enhance customer service, and unlock the platform's full potential. By implementing the audit's recommendations, SaaS and fintech companies can drive sustainable growth, foster customer loyalty, and stay ahead of the competition. 

hubspot portal audit-1

What Specific Metrics Should be Reviewed During a HubSpot Portal Audit?

When conducting a HubSpot portal audit, several key metrics and areas should be reviewed to ensure optimal performance and effectiveness. Here are some of the most important ones:

Marketing and Sales Performance Metrics:

1. Lead Generation Metrics:

  • Number of new leads generated
  • Lead-to-customer conversion rate
  • Cost per lead
  • Sources of leads (organic, paid, referrals, etc.)

2. Email Marketing Metrics:

  • Email open rates
  • Click-through rates
  • Unsubscribe rates
  • Email deliverability rates

3. Website Performance Metrics:

  • Website traffic (sources, volume, bounce rates)
  • Conversion rates (submissions, downloads, etc.)
  • Page performance (load times, mobile responsiveness)

4. Sales Pipeline Metrics:

  • Deal velocity (time to close deals)
  • Deal close rates
  • Average deal size
  • Sales cycle length

Data Quality Metrics:

5. Contact Database Health:

  • Duplicate contact records
  • Incomplete or outdated contact information
  • Inactive or unengaged contacts

6. Data Consistency:

  • Adherence to naming conventions
  • Standardised data formats
  • Consistent use of contact properties and fields

Automation and Workflow Metrics:

7. Workflow Performance:

  • Number of active workflows
  • Workflow enrollment rates
  • Workflow goal completion rates

8. Lead Scoring Effectiveness:

  • Lead score distribution
  • Correlation between lead scores and conversion rates

9. Integration Performance:

  • Data synchronisation between integrated systems
  • Functionality of integrated tools and features

By reviewing these metrics during a HubSpot portal audit, you can identify areas for improvement, optimise your processes, and ensure that your marketing and sales efforts are aligned with your business goals. Maintaining data quality and effectively leveraging automation can significantly enhance your HubSpot portal's overall efficiency and effectiveness.

How to Audit Hubspot Marketing Hub

To conduct a comprehensive audit of your HubSpot Marketing Hub, here are the key areas to review:

Campaign Performance

1. Email Marketing

  • Analyse email performance metrics like open rates, click-through rates, and unsubscribe rates against industry benchmarks
  • Review email list segmentation, lead nurturing workflows, and automation
  • Check for A/B testing of emails and identify best-performing elements

2. Ads Management

  • Evaluate the performance of ad campaigns across platforms like Facebook, Google, and LinkedIn.
  • Review targeting, spend, and efficiency metrics like cost per lead
  • Ensure proper tracking and attribution setup

3. Website & Landing Pages

  • Analyse website traffic sources, landing page conversion rates
  • Check SEO optimisation, page load times, mobile responsiveness
  • Review calls-to-action (CTAs), forms for conversion optimisation

4. Content Strategy

  • Audit blog posts, gated content, and content offers
  • Evaluate content performance metrics like views, downloads, and leads generated

5. Social Media Marketing

  • Review posting strategy, audience targeting, paid vs organic performance
  • Ensure social media accounts are properly integrated

Marketing Automation

6. Workflows & Lead Management

  • Evaluate lead scoring criteria, grading, nurturing workflows
  • Check for outdated, redundant or inefficient workflows

7. Campaign Tracking & Analytics 

  • Review campaign tracking setup and attribution models
  • Assess reporting dashboards, metrics aligned with goals

8. Integrations & Connectors

  • Ensure proper integration with CRM, sales tools, webinar platforms
  • Check for any sync issues across integrated systems

By auditing these areas, you can identify opportunities to optimise your marketing processes, align activities with goals, and improve lead generation and ROI from the HubSpot Marketing Hub.

How to Audit Hubspot Sales Hub

To conduct a comprehensive audit of your HubSpot Sales Hub, you should review the following key areas:

1. Deal Pipeline Management

  • Review the deal pipeline stages and ensure they accurately reflect your sales process.
  • Analyse deal properties and ensure all relevant information is being captured.
  • Check for stalled deals and ensure deals are moving through the pipeline efficiently.
  • Evaluate pipeline automation and deal assignment rules.

2. Sales Activities and Reporting

  • Assess how sales reps are utilising the Sales Hub (logging calls, emails, notes, etc.)
  • Review sales activity dashboards and reports for completeness and accuracy
  • Identify any gaps or inconsistencies in data entry practices

3. Sales Sequences and Automation

  • Audit existing sales sequences for effectiveness and engagement rates
  • Evaluate the use of automated tasks and reminders within sequences
  • Identify opportunities to create new sequences or optimise existing ones

4. Sales Collateral and Content

  • Review the sales content library for outdated or irrelevant materials
  • Ensure sales reps have access to the latest product information and sales aids
  • Assess the organisation and accessibility of sales collateral

5. Sales Forecasting and Metrics

  • Evaluate the accuracy of sales forecasting methods and calculations
  • Review key sales metrics (deal velocity, win rates, average deal size, etc.)
  • Identify areas for improvement in sales performance tracking.
6. User Adoption and Training
  • Assess the level of adoption and utilisation of the Sales Hub across the team.
  • Identify any knowledge gaps or areas where additional training may be required.
  • Ensure sales processes and best practices are being consistently followed.

By thoroughly auditing these areas within the HubSpot Sales Hub, you can identify opportunities for optimisation, streamline sales processes, and ensure your team is effectively leveraging the platform to drive revenue growth.

How to Audit HubSpot Service Hub

To conduct a comprehensive audit of your HubSpot Service Hub, you should review the following key areas:

1. Service Hub Settings

  • Review your Service Hub settings to ensure that they are configured correctly.
  • Check your team settings, notifications, and channels to meet your business needs.
  • Evaluate your ticket settings and properties to ensure you collect the right information to support your customers.

2. Ticketing Processes

  • Evaluate your ticketing process to ensure that it is efficient and effective.
  • Check that your ticket statuses and stages are set up correctly and are being used consistently.
  • Evaluate your ticket routing and automation rules to ensure tickets are assigned to the right team members at the right time.

3. Knowledge Base

  • Review your knowledge base articles to ensure that they are up-to-date and accurate.
  • Check that your knowledge base is organised in a logical and easy-to-use manner.
  • Evaluate your search functionality to ensure that customers can easily find the information they need

4. Customer Feedback Processes

  • Evaluate how you collect and manage customer feedback
  • Check that you have a process in place for responding to customer feedback and resolving issues
  • Evaluate your customer satisfaction metrics and ensure that they align with your business goals

5. Reporting and Analytics

  • Review the pre-built Service Hub reports to track key metrics like response times, resolution rates, and customer satisfaction
  • Assess if you need to create any custom reports to track additional metrics specific to your business
  • Ensure that relevant team members have access to the reports they need to monitor performance

6. Integrations

  • Review any integrations you have set up with the Service Hub, such as integrations with your CRM, communication tools, or project management software
  • Check for any sync issues or data discrepancies across integrated systems

By thoroughly auditing these areas within the HubSpot Service Hub, you can identify opportunities for optimisation, streamline your customer support processes, and ensure that you provide the best possible service experience.

Need help getting your HubSpot Portals in the best shape? Talk to our team, and we’ll audit you and get you maxed out for a proper return on your investment.

Published by Digital BIAS June 20, 2024