One of the greatest benefits of the HubSpot platform is its power to enable data-driven decisions across your business. But are you harnessing that power? In this slide deck from Hampshire HubSpot User Group (UK) , we: - Centre the value and purpose of good reporting in making data-driven decisions, and explain why less is more -Give you a good grip of how reporting works in HubSpot, and what comes 'out of the box' for different hubs and subscriptions - Review typical reports that work for users in sales, marketing and customer success roles

1. Welcome to
Impactful Reporting

2. Welcome - let’s talk
Chat Q&A Support
● Hi! Who do you work for,
in what role and sector?
● Are you using HubSpot
reports?
● What do you hope to get
from today?
● Questions about today’s
content
● Questions about HubSpot
● Other topic-related
questions
● Sound, etc. - DM
Rae Hardy-Aitken

3. Agenda
Welcome
Reporting in HubSpot
What should you actually be reporting on? (Avoiding paralysis by analysis)
Customer Success Stories
Q&A
10 MIN
10 MIN
10 MIN
30 MIN
5 MIN

4. Rae Hardy-Aitken
Host and key support for
today’s HUG.
Director of Business
Operations
Ross Breckenridge
Mr Breck himself, the HubSpot
reporting guru here to talk
you through impactful
reporting.
Managing Director
Hannah Doulton
The sorcerer's apprentice in
HubSpot reporting and a firm
believer in less is more.
Senior HubSpot
Consultant
Meet the Speakers

5. Natasha Brown Liam Doe
Meet Our Client Contributors
Client Relationship
Manager - FORTH®
Founder - Old Bond Store
Jonathan Green
Head of Client Relations -
Sillence Hurn

6. Before we get stuck, how do YOU make toast?
Before we get stuck in,
how do YOU make
toast?

7. Reporting in HubSpot
Reporting in HubSpot

8. What should you actually be reporting on?
Pulse Check:
In the comments, please share: Are you -
● A guru?
● Just playing around?
● A complete novice?

9. Reporting in HubSpot
HubSpot reports are composed of LIVE data in your portal,
there’s no need to export or only see a snapshot in time.
Reports are available for the following objects;
● Contacts
● Companies
● Deals
● Tickets
● Marketing events
● Traffic
● Social media
● Custom Objects (Enterprise only)
How does reporting work in HubSpot?

10. How to build a
report
Reporting in HubSpot
Making toast is like building reports,
you can make it as complicated and
OTT as you like but the best toast is
kept simple.
Determine the vital data points you
need to interrogate, how you want it
visualised and what you’re going to
use it for. Without these
fundamentals, you run the risk of
creating lots of reports that don’t
mean anything.

11. Reporting in HubSpot
Report Library
HubSpot has over
200 pre-built reports
for their standard
objects, these are
usually a good place
to start when
creating a report.

12. Reporting in HubSpot
Building a Custom
Report
Custom reports can be
really overwhelming,
try to keep it clear
what you’re actually
trying to measure.
You’ll need to define
the data points, the
dimensions, the metrics
and how they’ll be
displayed.

13. Reporting in HubSpot
Reporting
What’s available for different levels
of subscription?
Starter Professional Enterprise
Analytics — As per Professional
Sales - Contacts, sales
Marketing - Contacts, Traffic
Service - Contacts, Service

14. Reporting in HubSpot
Data Quality Reports
HubSpot recently released Data Quality Reports
as part of Operations Hub Professional.
This gives insight into your data integrity,
incomplete records and unused aspects.
HubSpot has recently acquired Clearbit who
have been powering InSights for the past 4
years. Clearbit uses publicly available data to
collate information that can populate your CRM
database to give more accurate information on
your prospecting.
Reporting in HubSpot

15. Reporting in HubSpot
AI Reporting
Recent updates mean HubSpot AI
assistant can help to create your
custom reports.
Ensure you’ve signed up to the public
Beta to get this functionality.

16. Reporting in HubSpot
What should you
actually be reporting
on? (Avoiding paralysis
by analysis)

17. What should you actually be reporting on?
Pulse Check:
How true is the statement “we have agreed
reporting metrics across the business and
monitor these consistently”
● Absolutely
● Kind of
● Not at all

18. What should you actually be reporting on?
Mistakes people
make
● Just because you can, doesn’t
mean you should
● What action do you take from
the report - is it leading or
lagging
● Don’t try to report on too many
data points in one report - build
a dashboard
● Start with why, be consistent
and refine over time
● To report on it you have to be
capturing it

19. What should you actually be reporting on?
Key business metrics
A lot of businesses make the mistake
of overcomplicating reports and
analysing data that doesn’t really
mean anything.
What is your MVP for reporting?

20. What should you actually be reporting on?
Increase
number of
customers
Reduce
amount of
time spent on
repeatable
tasks
Build better,
deeper
relationships
with customer
Accurate
reporting and
forecasting for
deliberate growth
Deliver
consistent
customer
experience
Make it easy
to buy
products and
services
RevOps Reporting

21. What should you actually be reporting on?
Measuring Success #contacts
#leads
#qualifed
leads
#opportunities
#new
customers
#ave. value
#onboardings
#attrition
#renewals
#referrers
Implementing a consistent, measurable
customer journey gives the team the
opportunity to unlock potential at each
stage of the customer lifecycle. This will
enable the team to deliver on the values of
the business, and to drive growth through
excellent customer service.

22. Dashboards
All the data you need in
one place.
Dashboards you need -
● Business overview
● Department Overview
● Team & Individual
● Website Traffic
Reporting in HubSpot

23. Marketing
● Lead Sources
● No. Leads
● Website Visits
● Landing Page
Visits
● Form Submissions
● Conversion Rate
● Marketing email
engagement rate
● Campaign
Statistics
Sales
● Lead to Deal
conversion
● No. Deals created
● Deal closed totals
VS. Goals
● Deals Lost
● Overall Revenue
● Sales Team Activity
● Deals won VS lost
Reporting in HubSpot
Customer Service
● How many onboardings
anticipated
● CSAT Score
● No. Tickets over time
● Average time to close
● SLA Overview
● Resolution Category
● NPS Score
● Retention %
● No. Referrers

24. Reporting in HubSpot
Customer Success
Stories

25. Customer Success Stories
Tash’s Dash
Tash is the Client Relationship
Manager at FORTH® Engineering and
uses her dashboard to get an
overview of projects. She’s here to
chat to us about it.

26. Customer Success Stories
Liam’s 90 Day Journey
Liam uses his 90 day Journey
Dashboard to understand the
onboarding journey his new members
take.

27. Customer Success Stories
Jonathan’s Reporting
Jonathan joined the Sillence Hurn
team last year and has found
reporting dashboards to be key in his
understanding of where sales are at
within the business.

28. Customer Success Stories
Building Services
Anticipated Volume
Working with a building services
company who anticipate the volume
of specific work they will receive from
each client ensuring they understand
resource requirements for the coming
workload.

29. Customer Success Stories
Building Services
Ticket Analysis
The same business analyses the root
cause of their tickets based on the
resolution given. Dependent on the
resolution category, the correct team
will be notified and relevant action
will be taken.

30. Thank you - let’s keep going
Learn Contact us
● HubSpot Reporting Certification in
the Academy
● Reach out for bespoke support and
training
● Join the next HUG
● LinkedIn - Hampshire HubSpot
User Group
● Hannah@breckenridge.agency
● Ross@breckenridge.agency

31. Before you go…
Our next virtual HHUG will
take place on Tuesday
30th April with HubSpot
Speaker Cian McLoughlin
will be discussing how to
streamline your Marketing
to Sales Handover.

32. Thank you