With 2024 fast approaching, now is the moment for marketers to fine-tune their foundation for an awesome new year. Your inbound strategy depends on having HubSpot configured for peak performance behind the scenes!
After managing 100+ marketing technology ecosystems, I have a simple pre-2024 health checklist for that special HubSpot glow up:
1. Contact data hygiene cleans up segmentation
Scrub (yes scrub) your database of inactive or fake email subscribers that clog lists and skew analytics. Install an automatic validation app, then align contact properties like persona, lifecycle stage, location etc. Quality over quantity! This effort pays off hugely for 1:1 engagement.
PRO TIP: Update old Lifecycle Stages per your modern funnel terminology so personas flow cleanly to revenue teams.
2. Omnichannel workflow harmony converts
Beyond email, connect your website, ads, chat environments into cohesive experiences. Welcome messages, content downloads, contact requests, and nurturing - make every channel work together! Map the journey first, then build modular workflows focused on channel-specific interactions to reuse holistically.
PRO TIP: Assign channel and persona properties to customize across Region, Industry, Role subsets rather than creating individual workflows per segment. Reuse > Redo!
3. Optimizing workflows accelerates impact
In side each workflow, review conditions, filters, criteria, delays across all modules. Do they form fit the ideal experience for moving contacts to customers? Are smart lists, activity history, time triggers used to get hyper-personal? Identify any hamster wheels to tighten things up or bottlenecks slowing sales cycle.
PRO TIP: Use A/B testing tools to trial workflow changes pre-launch and let data guide optimization. Small tweaks make big revenue impact!
4. Automated lead scoring grades and routes
Add lead scoring rules and kickoff analysis. Grade your inbound leads algorithmically. Then auto-enroll segments into specific nurture tracks or notify sales reps of hot prospects. This blend of definition, intelligence and action powers efficiency.
PRO TIP: Align scoring to your sales methodology using profile, activity and nurture status instead of purely commercial KPIs. Oil the machine!
5. CRM & analytics enable saleshand-off is everything!
Beyond automated routing, make sure sales teams have playbooks for workflow graduated prospects. Set them up for 1:1 sequencing magic with cleaned data, activity logging, pipeline reporting and other fundamentals. Visibility enables their success.
PRO TIP: Schedule quarterly reviews of their most / least tapped workflows, content, tools. Find friction then realign.
The key is knowing thy funnel
With these 5 checkpoints addressed, you start 2024 with a high-performance inbound apparatus ready to catch fire. Optimization is about understanding HOW contacts transform to customers in your unique business, then architecting technology to support that transformation.
Let us help you optimise your HubSpot configuration for inbound success.
