HubSpot's lists feature is one of the most powerful tools in a digital marketer's arsenal, in large part because they can be leveraged for so many different uses. With a little imagination, logic and forethought, there are lots of tasks that can be accomplished. One good way to use them is for the sake of analytics, and here are four suggestions as to how HubSpot's lists can make your sales, marketing and customer service better:
1: Track Customer Happiness Over Time
A HubSpot Active List is quite useful for finding a snapshot of any current metric, including scores. If you use either the HubSpot Score or a custom Client Support score, Active Lists are a good way to keep track of the different tiers of client satisfaction.
You can see here that we've made three Active Lists, all based on HubSpot score. We primarily use HubSpot score as a measure of user satisfaction, so this works very well for us as a snapshot view of how our customers break out into dissatisfied, satisfied and very satisfied.
However, within HubSpot it can be challenging to see how these Active Lists are trending. We want to see on a daily, weekly and monthly basis how these three buckets of clients change. For that, we'll use Demand Sage's KPI Reports dashboard:
In addition to baseline KPI metrics, Demand Sage's KPI Reports dashboard supports trending any of your existing Lists over time, right out of the box. With this, we can see very quickly and easily the three customer satisfaction cohorts' sizes over time.
Further, we like to put a row of basic Google Sheets calculations in for proportions. Simply divide one list's membership by the sum of all three lists' memberships and you'll have a row representing the percentage of your customers who are satisfied, unsatisfied, or very satisfied.
All metrics update nightly, so this analysis is always up-to-date.
2: Enable Actions For Any Contact Change
HubSpot's automation platform is core to many sales, marketing and operations teams, both for its ability to automatically email users and to notify interested in-house parties about important changes to contacts or deals. However, one issue that can arise is that of re-enrollment - that is, a contact triggering a workflow and then being able to trigger it again. For example, let's say we want to be notified of every contact who hasn't been touched by sales in two weeks. We can set up a Workflow that triggers off of Last Sales Activity Date being more than 14 days ago, however:
As you can see, our trigger - a date range, effectively - cannot be used as a re-enrollment trigger. However, if you create an active list that does the same thing:
Despite the active list's logic being the same - Last Sales Activity Date is more than 14 days ago - you can enable re-enrollment based on their list membership. This way, if they become at-risk, are contacted by sales, and then are ignored for another two weeks, the automation will run and your organization will be able to get a notification that this contact still needs to be contacted.