HubSpot Audit: Step by Step Guide to do Your Own HubSpot Audit

A HubSpot audit is a comprehensive overview of your portal, which will help you find out exactly what might be causing an issue, so you can address it. You can also proactively see which tools and/or features you are not using and start using them for a much better utilisation of your HubSpot portal.

If you are using HubSpot, chances are you are running into one or two issues. And chances are you are running into hundreds. Sometimes, these issues can cause significant problems for your operations and really cause you a lot of troubles.

In this blog, we’re taking a look at a pretty easy and basic HubSpot audit you can do with your own HubSpot portal. Let’s get going!

HubSpot Portal Audit

Understanding Your HubSpot Ecosystem

Before diving into specific areas, it's necessary to gain an overall understanding of your HubSpot portal.

• Identifying Key Users and Roles: Understand who uses HubSpot and their responsibilities to identify potential training needs and access permissions.
• Assessing HubSpot Tool Utilisation: Analyse which tools are used frequently and which are underutilised. This information can help you optimise resource allocation.
• Evaluating Data Quality and Consistency: Assess the accuracy, completeness, and consistency of data across your HubSpot portal. Clean and accurate data is crucial for effective reporting and decision-making.

Contact and Company Management

Data quality is crucial for successful HubSpot utilisation.

• Contact Duplication: Identify duplicate contact records to maintain data accuracy. You can manually merge duplicates one at a time, or use help from a HubSpot Agency who will do it with their own softwares.

• Company Duplication: Ensure accurate and consistent company information. The rules from contact duplication also follow here.

• Email Hard Bounced Contacts: Review and remove hard bounced contacts to improve email deliverability. If you don’t want to remove them altogether, at least remove them from marketing campaigns.
• Unused Workflows: Identify and deactivate workflows that are no longer relevant.

• Unused Lists: Delete or archive lists that are no longer in use to declutter your portal.

• Unused Properties: Review custom properties and delete those that are no longer necessary.

Tracking and Analytics

To measure the effectiveness of your HubSpot campaigns, robust tracking and analytics are essential.

• Google Ads Tracking: Ensure proper integration between HubSpot and Google Ads to track ad performance and ROI.

• FB Ads Tracking: Integrate Facebook Ads with HubSpot to measure campaign effectiveness and optimise ad spend.
• LinkedIn Ads Tracking: Connect LinkedIn Ads to HubSpot for lead generation and campaign analysis.

Lifecycle Stage Management

Effective lifecycle stage management is crucial for nurturing leads and understanding customer journeys.

• Contact Lifecycle Stage Management: Define clear stages in the buyer's journey and accurately assign contacts to appropriate stages.

• Customer Lifecycle Stage Management: Track customer lifecycle from Subscriber to Customer and Evangelist.

Deal Management

Optimise your sales process with effective deal management.

• Deal Management System: Evaluate the efficiency of your deal pipeline and stages.

• Deal Automation: Assess the use of automation for deal-related tasks and identify improvement opportunities.

• Deal Association with Contact/Company/Ticket: Ensure accurate associations between deals and related objects.

Optimising Properties

Custom properties enhance HubSpot's functionality, But, if you can’t organise them properly, you will not get the full value out of them.

• Grouping Manually Created Properties: Organise custom properties into logical groups for better management.

• Creating Calculation Properties: Utilise calculation properties to automate data analysis and reporting.

Record View Customisation

Tailor record views to improve user experience and productivity.

• Contact/Company/Deal/Ticket Record View Customisation: Customise record views to display relevant information and streamline workflows.
• Left Side View: Optimise the left-side panel for quick access to essential information.
• Right Side View: Utilise the right-side panel effectively for related records and actions.
• Card View: Evaluate the usefulness of card view for different record types.

Private App Health

Ensure the optimal performance of your custom-built HubSpot apps.

• Private App Health Checkup (API Call, Error): Monitor the performance of your private apps, identify errors, and optimise their functionality.

Checking Reports Quality

Accurate and insightful reports are crucial for data-driven decision-making.

• Check Average Report Data Quality: Evaluate the accuracy and reliability of data within your reports.
• Check Funnel Reports Data Quality: Analyse the consistency and completeness of data in your sales and marketing funnels.
• Check All Reports of the Main KPIs: Review reports related to key performance indicators (KPIs) to ensure they accurately reflect business performance.

Evaluating Marketing Channel Performance

Understanding the effectiveness of your marketing channels is essential for optimising your efforts.

• Check Marketing Email Health: Analyse email open rates, click-through rates, and conversion rates to assess email performance.

• Check Social Media Connections: Verify integrations with social media platforms and data synchronisation.

• Check ADS ROI Settings: Evaluate the accuracy of ad spend and return on investment calculations.

HubSpot Audit - Sales Hub

HubSpot Sales Hub is an amazing tool that lets you do everything there is to do in the sales world. Send automated emails, call your prospects, track their data, and keep on reaching out to them until they have no chance but to purchase from you.

But if you want to do it, you have to make sure that the software is running well, and you can use this section to hubspot audit your Sales Hub!

Calling System

HubSpot has an integrated calling system with their Sales Hub Professional Seats. If you don’t want to use that, you can also buy different calling softwares like Aircall or Justcall, and integrate them with HubSpot. This section is focused on the integration with other softwares.

• Check Integration: Verify the integration between your phone system and HubSpot. Double check the data coming in, if the HubSpot transcription and note summary are working or not.

• Check Data Syncing: Ensure accurate synchronisation of call data with contact and deal records.

Auditing Sequences

Evaluate the quality and usefulness of your sequences.

• Check All Emails: Check the quality of the emails sent out and the KPIs that indicate their level of competence.

• Check Sequence Timing: Check if the timing of the emails sent out is accurate and if they are sent in a timely manner.

Monitoring Sales Team Performance

Measure sales team performance and identify areas for improvement.

• Check if All Sales KPI Reports Exist: Ensure you have reports to track key sales metrics.

HubSpot Audit - Service Hub

HubSpot’s Service Hub provides a lot more than just tickets, it lets you do pretty much everything in Sales Hub Professional, plus it lets you access the Survey functionalities of HubSpot, and also the Customer Portal and Knowledge Base as well.

In order to accurately use all these functionalities, you might need a HubSpot agency that will navigate these waters for you. But you can check whether you need them or not by doing this part of the audit!

Reviewing Ticket Pipelines

Analyse ticket volume, resolution time, and customer satisfaction.

• Ticket Management System: Evaluate the efficiency of your ticket pipeline and stages. Make sure that the tickets are accurately jumping between the stages, like it should.

• Ticket Automation: Assess the use of automation for deal-related tasks and identify improvement opportunities.

• Ticket Association with Contact/Company/Deal: Ensure accurate associations between tickets and related objects.

Evaluating Knowledge Base Engagement

Assess the effectiveness of your knowledge base in resolving customer issues.

• Check Knowledge Base Usability and Performance: Measure how well your knowledge base is used and how it impacts ticket volume. If your knowledge base is doing well, it will lead to a lower number of tickets.

Auditing Surveys

Evaluate the effectiveness of your customer surveys.

• Check Surveys Usability and Performance: Assess survey design, response rates, and action taken on feedback.

What Now?

Now that you have access to the hubspot audit blog, you can check whether you need help, and if you do, you can take help from a HubSpot agency!

Ready to elevate your HubSpot game? Contact us for a thorough HubSpot audit and let's work together to achieve your business goals!