How to Check If Your HubSpot Marketing Automation Is Working
Many businesses set up HubSpot marketing automation and don’t check if it’s actually making a difference. Without tracking the right metrics, you might be spending time and money on workflows that don’t convert.
Here’s how to verify if your HubSpot automation is effective and what to do if it’s not performing as expected.
1. Review Your Email Engagement Rates
What to Watch For:
- Open Rates: If it's below 20%, your subject lines may need tweaking. Experiment with more engaging lines that avoid words like "free" or "guaranteed."
- Click Rates: Less than 3%? The content may not be as engaging as it could be.
- Unsubscribe Rate: Higher than 0.5%? You may be sending too many emails, or the content might not be relevant enough.
How to Improve It:
- Test different subject lines.
- Provide real value in your emails, not just promotions.
- Segment your list to ensure content is more targeted.
2. Track Lead Movement in Your CRM
Key Question:
- Are leads progressing through your sales funnel or getting stuck?
What to Check:
- MQL to SQL Conversion Rate: If it’s less than 30%, your lead scoring might need to be adjusted. Consider adding more weight to high-intent actions like demo requests or visits to pricing pages.
- Time in Each Stage: If leads are staying in the "Marketing Qualified" stage too long, they may need better nurturing.
How to Adjust It:
- Refine your lead scoring model.
- Set reminders for your sales team to follow up on leads that have been stagnant for too long.
3. Test Your Workflow Triggers
Common Problems:
- Forms not triggering workflows.
- Contacts not being added to lists correctly.
How to Test:
- Submit a test form and check if it triggers the workflow.
- Ensure the first email is sent within 15 minutes of the workflow starting.
- Double-check that every step in the workflow is being completed as expected.
Pro Tip:
Run these tests monthly to make sure your workflows are still intact, especially after HubSpot updates.
4. Compare Automated vs. Manual Lead Nurturing
What to Measure:
- Deal Close Rate: Are automated leads closing as often as those nurtured manually by your sales team?
- Average Deal Size: Do automated leads bring in less revenue?
If Automated Leads Are Underperforming:
- Add a human touchpoint. A quick follow-up call after the first email can go a long way.
- Refine your email sequences to address any objections earlier on.
5. Calculate ROI: Is Your Automation Paying Off?
Simple Formula:
- (Revenue from Automated Leads - Cost of Tools & Labor) / Cost
Example:
- 10 deals closed from automation = $50,000
- HubSpot + labor costs = $12,000
- ROI = ($50,000 - $12,000) / $12,000 = 317%
What to Watch For:
If your ROI is negative after 3 months, you might need to reconsider your approach and make necessary changes.
Key Takeaways
- Don’t just assume automation is working, track email engagement and fine-tune your subject lines and content.
- Monitor lead progression in your CRM to ensure leads are moving smoothly through the funnel.
- Test workflows regularly to ensure they’re working correctly.
- Mix automation with human follow-ups when needed to improve conversion rates.
- If automation isn’t delivering the expected ROI, rethink your strategy.
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