How to Audit Your HubSpot Portal

Are you using HubSpot to its full potential? While HubSpot is a powerful platform that can transform your business, you may not be using it in the best possible way. There are several signs that you may not be getting the most out of HubSpot or that you could be using it better, such as issues with reporting and analytics, low rate of product adoption, disparate or misaligned processes, and missed opportunities to maximise inbound strategies.

To ensure that your HubSpot investment is paying off, it's essential to conduct a regular audit of your portal. In this blog post, we'll walk you through how to audit your HubSpot portal so that you can be confident that your marketing efforts are on track. We'll cover the basics of a HubSpot audit, its objectives and strategies, and tips for conducting one effectively.

What is a HubSpot Audit?

A HubSpot audit is a systematic review of your HubSpot portal to identify any areas that need improvement. It is a thorough review and evaluation of a HubSpot portal to ensure that it is functioning optimally and effectively. The audit process involves examining the portal's settings, configurations, integrations, user permissions, content, and analytics data to identify any areas for improvement.

The goal of a HubSpot audit is to identify and fix any issues that may be affecting the portal's performance, such as broken integrations, outdated content, or incorrect user permissions. It can also help to identify opportunities for optimisation, such as improving the portal's analytics tracking or making changes to the marketing and sales strategy.

HubSpot audits can be performed by a team of in-house marketers or by an external agency with expertise in HubSpot. It is a good idea to perform regular audits of your HubSpot portal to ensure that it is running efficiently and effectively. This will help you get the most value out of your HubSpot investment and achieve your marketing and sales goals.

By conducting a comprehensive audit of your HubSpot portal, you can identify any areas where the CRM system is not being used to its full potential and make recommendations for improvement. Don't wait until there's a problem - start auditing your HubSpot portal regularly to ensure that you're getting the most out of this powerful platform.

If you are experiencing any of these issues, it may be time to consider conducting a HubSpot audit. This will help you identify any issues and make changes to get the most out of the platform. That's why we recommend conducting a regular audit of your portal to ensure that everything is running smoothly and that there are no areas that need improvement. In this blog post, we'll walk you through how to audit your HubSpot portal so that you can be confident that your marketing efforts are on track.

Why Conduct an Audit?

Conducting an audit of your HubSpot portal on a regular basis has numerous benefits, including:

The Basics of How to Do a HubSpot Audit

Review the portal's settings and configurations to ensure they are accurate and up to date.
This includes the general settings, such as the portal's name and time zone, as well as more specific settings like email and marketing automation configurations.

Check the portal's integrations to ensure they are all necessary and functioning properly.
This includes any integrations with third-party tools or services, such as CRM systems or social media platforms.

Analyse the portal's user permissions
Ensure that only authorised users have access to the appropriate features and data.

Review the portal's content to ensure that it is accurate, up-to-date, and relevant to the target audience.
This includes blog posts, landing pages, and any other content on the portal.

Analyse the portal's analytics and tracking data to identify any areas for improvement.
Measure the effectiveness of the portal's marketing and sales efforts.

Make any necessary updates or changes to the portal based on your findings from the audit.
This may include updating content, modifying user permissions, or making changes to the portal's configurations.

It's a good idea to perform regular audits of your HubSpot portal to ensure that it is running efficiently and effectively.
This will help you identify and fix any issues, as well as optimise the portal for maximum performance.

Audit Objectives & Strategies

When auditing your HubSpot portal, there are a few key areas you'll want to focus on: data quality, content strategy, lead management, and automation. We've outlined the steps you need to take for each of these areas below.

Data Quality

The first step in any audit is to assess the quality of the data you're working with. In order to do this, you'll want to answer the following questions:

• Is the data complete?
• Do all of the fields contain information?
• Is the data accurate?
• Is the information up-to-date and free from errors?
• Is the data consistent?
• Is the information formatted consistently across all records?

If you find that your data is not meeting these criteria, then you'll need to take steps to improve the quality of your data. This may involve implementing new processes for data entry or conducting a data clean-up project.

Content Strategy

Next, you'll want to evaluate your content strategy. In order to do this, ask yourself the following questions:

• What type of content are you creating?
  Is it aligned with your buyer personas and business objectives?
• How often are you creating new content?
  Are you consistently publishing new blog posts, ebooks, webinars, etc.?
• Where is your content being distributed?
  Are you promoting your content across multiple channels?
• How is your content performing?
  Are people engaging with your content?
  Are they taking the desired actions?

If you find that your content strategy could use some improvement, then consider making changes to the types of content you're creating, the frequency of your content published, or the channels you're using to promote your content.

Lead Management

The next step in your audit is to assess your lead management processes. In order to do this, you'll want to answer the following questions:

• How are leads being generated?
  Are you using inbound or outbound marketing tactics?
• How are leads being captured?
  Are you using forms on your website or landing pages?
• How are leads being nurturing?
  Are you sending automated emails or manually contacting leads?
• How are leads being converted?
  Are you using lead scoring and workflows?

If you find that your lead management could be improved, then consider making changes to the way you generate, capture, nurture, and convert leads.

Automation

Finally, you'll want to evaluate your use of automation. In order to do this, ask yourself the following questions:

• What tasks are you automating? Are you using HubSpot's marketing automation features?
• How effective is your automation? Are you seeing the desired results?
• Are there any areas where automation could be improved? Is there anything that could be automated that isn't currently being automated?

If you find that your use of automation could be improved, then consider making changes to the way you're using HubSpot's marketing automation features. Alternatively, if you're not currently using HubSpot's marketing automation features, then you may want to consider implementing them.

By conducting an audit of your HubSpot portal, you'll be able to identify any areas where the CRM system is not being used to its full potential. By taking the time to assess how the CRM system is being used by employees and making recommendations for improvement, you can help make sure that the CRM system is being used effectively and efficiently.

HubSpot Audit Tips:

• Don't wait until there's a problem conducting an audit of your HubSpot portal. 
  We recommend conducting an audit on a quarterly basis so that you can keep on top of your marketing efforts and are always on track.
  
  
• Start with a clear understanding of your business goals and objectives, and how HubSpot fits into your overall marketing and sales strategy
  
  
• When you're conducting an audit, it's important to keep an eye on your metrics so that you can identify any areas of concern.
• Make sure to track your progress over time so that you can see if there are any trends emerging.
• Auditing your HubSpot portal on a regular basis is essential to ensure that your marketing efforts are always on track. 
• Check that your account is set up correctly and that all necessary integrations are in place
  
  
• Review your contact and company data to ensure that it is accurate, up-to-date, and complete
• Evaluate the performance of your campaigns and initiatives, and identify areas for improvement or optimisation
• Review your account organisation and structure to ensure that it is logical and efficient
• Check for any technical issues or errors that may be impacting the performance of your HubSpot account
  
  
• Look for opportunities to automate or streamline processes to improve efficiency
• Identify any gaps in your marketing strategy and make recommendations for improvement
• Review your use of custom fields, lists, and segments to ensure that they are being used effectively and efficiently.
  
  
• Check that you are following best practices and utilising all relevant features and tools in HubSpot
• Review your reporting and analytics to ensure that they are accurate and provide valuable insights
• Identify any missed opportunities for integration with other marketing and sales channels or tools
• Review your account security and ensure that it meets all relevant regulations and industry standards
  
  
• Seek feedback from your team members who use HubSpot on a daily basis to get their perspective on the effectiveness of the platform
• Regularly review and update your HubSpot account to ensure that it remains optimised and effective over time.

How to Conduct an Audit

conducting an audit of your HubSpot portal, there are four key steps that you need to follow:

1. Review Your Contact Lists

The first step in auditing your HubSpot portal is to check your contact list. This will give you an idea of how many HubSpot contacts you have in your database and whether or not they are organised into lists. It's also a good idea to check for duplicates at this stage. If you find that you have a lot of duplicate contacts, you can use the deduplication tool to clean up your list. 

This will also help you to identify any outdated or incorrect data so that you can update your HubSpot lists accordingly. You should also take this opportunity to check that all of your contact lists are correctly segmented and that there are no duplicate entries.

2. Assess Your Marketing Campaigns

The next step is to assess the performance of your marketing campaigns. This will help you to identify any areas that need improvement so that you can make changes accordingly. When assessing your campaigns, pay attention to metrics such as open rate, click-through rate, and conversion rate.

3. Analyse Your Website Traffic

Another important element of your audit should be to analyse your website traffic. This will give you insights into the pages that are performing well and those that need improvement. You should also use this opportunity to check for any broken links and to ensure that your website is optimised for search engines.

4. Evaluate Your Website Traffic 

The fourth step in auditing your HubSpot portal is to evaluate your website traffic. This will give you an idea of how many people are visiting your site and which pages they're spending the most time on. If you notice any sudden drops in traffic, it's worth investigating to see if there are any underlying issues that need to be addressed. 

3. Analyse Your Lead Flow 

Once you've reviewed your contact list and active campaigns, it's time to take a look at your lead flow. This will help you to understand how leads are moving through your funnel and identify any bottlenecks that may be causing problems further down the line.

4. Review Your Sales Pipeline

Finally, you should review your sales pipeline as part of your audit. This will help you to identify any areas where there may be a bottleneck so that you can make changes accordingly. When reviewing your sales pipeline, pay attention to metrics such as conversion rate, average deal size, and close rate.

5. Assess Your Conversion Rates 

The final step in auditing your HubSpot portal is to assess your conversion rates. This will give you an indication of how effective your marketing efforts are and will allow you to identify any areas that need improvement. If you're not happy with your current conversion rates, now is the time to make some changes so that you can start seeing better results. 

By following these four steps, you can conduct a comprehensive audit of your HubSpot portal and gain the confidence you are getting the most out of HubSpot. 

Conclusion: 

Auditing your HubSpot portal regularly is essential if you want to ensure that your marketing efforts are on track. By following the steps outlined in this blog post, you can be confident that everything is running smoothly and that there are no areas that need improvement. So what are you waiting for? Get started today!