1. adv
anced
THE 3-STEP MARKETING AUDIT:
HOW TO USE
CUSTOMER DATA
TO RECHARGE
YOUR MARKETING
Learn How To
Find Valuable
Insights About Your
Lead Conversion
Experience By
Running a HubSpot
Customer Audit
A publication of

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HOW TO USE CUSTOMER DATA TO RECHARGE YOUR MARKETING
IS THIS EBOOK RIGHT FOR ME?
Not quite sure if this ebook is right for you? See the below description to determine
if your level matches the content you are about to read.
INTRODUCTORY
Introductory content is for marketers who are new to the subject. This content
typically includes step-by-step instructions on how to get started with this aspect
of inbound marketing and learn its fundamentals. After reading it, you will be able
to execute basic marketing tactics related to the topic.
INTERMEDIATE
Intermediate content is for marketers who are familiar with the subject but have
only basic experience in executing strategies and tactics on the topic. This content
typically covers the fundamentals and moves on to reveal more complex functions
and examples. After reading it, you will feel comfortable leading projects with this
aspect of inbound marketing.
ADVANCED
THIS resource
Advanced content is for marketers who are, or want to be, experts on the subject.
In it, we walk you through advanced features of this aspect of inbound marketing
and help you develop complete mastery of the subject. After reading it, you will
feel ready not only to execute strategies and tactics, but also to teach others how
to be successful.
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3. 3
HOW TO USE CUSTOMER DATA TO RECHARGE YOUR MARKETING
HubSpot’s All-in-One
Marketing Software.
Request A Demo
... brings your whole marketing world
together in one, powerful, integrated system.
Y
N
M
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Marketing analytics
Analyze your web traffic
and see which sources
are generating the most
leads.
Blogging
Create blog content quickly while getting SEO tips
and best practice pointers
as you type.
email
Send personalized,
segmented emails based
on any information in your
contact database.
s
U
q
Video Overview
search optimization
Improve your rank in
search engines by finding
and tracking your most effective keywords.
Lead management
Track leads with a
complete timeline-view of
their interactions with your
company
social media
Publish content to your
social accounts, then
nurture leads based on
their social engagement.

4. 4
HOW TO USE CUSTOMER DATA TO RECHARGE YOUR MARKETING
HOW TO USE CUSTOMER
DATA TO RECHARGE YOUR
MARKETING
Rebecca is a Senior Inbound Marketing
Consultant on the HubSpot Consulting
team. Over the past 10 years, Rebecca
has worked with over 100 companies,
ranging from the Fortune 500, to startups,
to nonprofits. In addition to her love for
data analysis, Rebecca’s areas of expertise
include lead generation and conversion,
segmentation-based email marketing
Written By Rebecca Gutner
strategy, search engine optimization, and
general marketing strategy.
Follow me on twitter.
@RebeccaGutner
Desmond is a creative designer
and inbound marketer on the
Brand & Buzz team at HubSpot. He
specializes in graphic design, content
creation, and content strategy for
lead generation.
Share This Ebook! Desmond Wong
Designed By
Follow me on twitter.
@Detectiveddubs
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5. 5
HOW TO USE CUSTOMER DATA TO RECHARGE YOUR MARKETING
CONTENTS.
06
Introduction
08
what to consider when beginning
your audit
14
how to pull and analyze your
data
21
how to use your findings to
inform your marketing
25
Conclusion
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6. 6
HOW TO USE CUSTOMER DATA TO RECHARGE YOUR MARKETING
Introduction.
M
any marketing decisions are made based on a marketer’s
“intuition.” In other words, semi-subjective opinions from Marketing and
Sales. While these opinions can be extremely valuable, where possible
they can (and should!) be paired with objective trends found within your
data.
The HubSpot Customer Audit is designed to provide valuable insight into
your online lead conversion experience. By aggregating and analyzing
the data you’ve collected about your existing customers, an audit will
help you identify trends that can help inform your sales process. An audit
is an important step in verifying the accuracy of assumptions you may
have made about the lead qualification process.
This resource will serve as your guide to learning how to use your data
to conduct your own customer audit.
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7. 7
HOW TO USE CUSTOMER DATA TO RECHARGE YOUR MARKETING
Some common uses for the customer audit are as follows:
1.
To determine/update your lead scoring values
2.. To inform your content strategy by learning the types and
frequency of content that best resonates with your existing
customers
3.. To guide you as to which traffic sources to invest more resources
4. .To update your Sales & Marketing Service Level Agreement
(SLA) to include the most accurate portrayal of sales ready leads
5.. To inform your prospecting within certain industries or types of
companies
6.. To update your marketing personas to more accurately reflect
your core base of customers
A customer audit can be performed as often as once per quarter and
should be performed at least once per year.
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8. 8
01
HOW TO USE CUSTOMER DATA TO RECHARGE YOUR MARKETING
Chapter
What to consider
when beginning
your audit
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9. 9
HOW TO USE CUSTOMER DATA TO RECHARGE YOUR MARKETING
What to Consider When Beginning
Your Audit
What should your sample size be?
Depending on your business, the sample size of your customer base
may not be large enough to be statistically significant. Generally
speaking, a good rule of thumb for true data significance is 1,000 records
or more. If your data is between 100-1000, it could still have some
significance. If your sample size is less than 100, it can be reviewed for
overarching trends but should be rerun when the group grows to 100.
100
1000
Level of Significance
Normally, you should have 1,000 records or more for true data significance. If your
sample data is between 100-1000, you should still have some significance.
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10. 10
HOW TO USE CUSTOMER DATA TO RECHARGE YOUR MARKETING
How Do I Collect Data?
Now you must be wondering -- how is the data being collected? The
answer is simple: form intelligence.
We learned early on that the best way to collect data and intelligence on
your audience is to collect it by providing them an even greater benefit.
You may have done this already without even thinking it! In order to
receive this ebook, you filled out a form that contained various fields.
These fields, depending on how often you’ve filled out out forms, asked
you for some business-specific information. What you may not realize
when filling out those fields is that you’re helping us better analyze and
understand who our audience is and what their interests are.
The best way to collect the right information is to use progressive
profiling. Progressive profiling allows you to control which questions
appear on a form based on what you already know about a lead. That
way, each time a lead fills out a form, you are collecting valuable new
information about them while keeping your forms short and easy to fill
out - not squandering the opportunity by asking the same questions
twice.
l
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Progressive profiling allows you to control which questions
appear on a form based on what you already know about a
lead.

11. 11
HOW TO USE CUSTOMER DATA TO RECHARGE YOUR MARKETING
What fields should I have on my forms?
Now that you know where data is coming from, here are some suggested
fields to review when designing your audit. Some of this data pulls from
your analytics platform, while other pieces of data must be collected by
asking the right questions on your landing pages. These are suggested
fields for all industries; note that some may not apply to your business.
Demographic Data
Number of Employees
Industry
Annual Revenue
Gender
Age
Job Title
Demographic information will help you determine exactly who your
customer is and how to best target them.
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12. 12
HOW TO USE CUSTOMER DATA TO RECHARGE YOUR MARKETING
Analytics/Behavioral Data
T
. ime First Seen - The date at which the prospect first discovered your site.
First Page Seen - The first page the prospect landed on within your site.
O
. riginal Source - The traffic source that first brought the prospect to your site.
First Conversion Date - The date at which the prospect became a lead.
Close Date - The date at which the lead became a customer.
N
. umber of Visits to your site.
Number of Pages Viewed.
Number of Emails Received/Delivered.
Number of Emails Clicked.
N
. umber of Social Media Clicks - The number of times the lead/customer
engaged with your site via social media.
The analytics and behavioral data will give you more insight into the
performance of your customers marketing strategies. You’ll be able to
guage the success of landing pages, calls-to-actions, and clickthrough
rates to help implement new techniques and improve their conversion
rates.
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13. 13
HOW TO USE CUSTOMER DATA TO RECHARGE YOUR MARKETING
Other
Lead Score - (If tracking).
Persona - (If tracking) Author’s Note: if you are tracking leads
by persona and you have enough data, you may want to do an
individual customer audit for each persona type.
E
. mail - This will allow you to dig deeper into an individual record
after the fact to review the interactions with this customer.
Company Name - This will allow you to dig deeper into a
company’s engagement path to becoming a customer.
Any other custom fields you are tracking that would be relevant.
Information like lead scores, emails, company names, and
personas can all give you a deeper dive into the customers
path of engagement and interactions to better adjust your
strategy for acquiring more new customers.
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14. 02
14
HOW TO USE CUSTOMER DATA TO RECHARGE YOUR MARKETING
Chapter
HOW TO PULL AND
ANALYZE YOUR DATA
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15. 15
HOW TO USE CUSTOMER DATA TO RECHARGE YOUR MARKETING
What Data Should You Be Pulling?
Most analytics programs allow you to export your lead/customer data
-- collected from form intelligence -- into an excel format. For HubSpot
customers, the steps are as follows:
Step 1: . reate a list of customers excluding any imported contacts.
C
Then export this list into excel.
Step 2: . pen the export file and remove all fields except the fields
O
you have chosen to analyze above.
Step 3: . reate a summary sheet (either in a new tab or a separate
C
document). This will be your central repository for any data you
collect and it will make it easy to visualize your findings. Here is a
sample Summary Sheet from HubSpot data (built in excel):
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16. 16
HOW TO USE CUSTOMER DATA TO RECHARGE YOUR MARKETING
Step 4: . egin your data analysis. Use the methods below to
B
collect the data for each field and add the number to your Summary
Sheet.
Fill in these columns with the numerical data that you have collected from your forms to
create a summary sheet.
Number of Employees
Take the average of the numbers in this
column.
Annual Revenue
Take the average of the numbers in this
column.
Industry
Use a Pivot Table to see total numbers of each
category for this column. Use the top 2-3 for
your summary.
Gender
Use a Pivot Table to tally the totals for this column. Subtract the total for each group from the
total number of contacts to find the percentage
breakdown.
Age
Take the average of this field.
Job Title
Use a Pivot Table to see total numbers of each
category for this column. Use the top 2-3 for
your summary.
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17. 17
HOW TO USE CUSTOMER DATA TO RECHARGE YOUR MARKETING
Average Sales Cycle
(Close Date - Time First
Seen)
Create a new column in your excel document
and format this column as a number field.
Subtract the number in the “Time First Seen”
field from the number in the “Close Date” field.
Research Period (First
Conversion Date - Time
First Seen)
Create a new column in your excel document
and format this column as a number field.
Subtract the number in the “Time First Seen”
field from the number in the “First Conversion
Date” field.
First Page Seen
Use a Pivot Table to see total numbers of each
category for this column. Use the top 2-3 for
your summary.
Original Source Type
Use a Pivot Table to see total numbers of each
category for this column. Use the top 2-3 for
your summary.
Number of Visits
Take the average of the numbers in this
column.
Number of Pages
Viewed
Take the average of the numbers in this
column.
Number of Emails
Received/Delivered
Take the average of the numbers in this
column.
Number of Emails
Clicked
Take the average of the numbers in this
column.
Number of Social
Media Clicks
Use a Pivot Table to take a count of how many
people have engaged with you in social media.
Subtract this number from the total number of
contacts to find the percentage breakdown.
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18. 18
HOW TO USE CUSTOMER DATA TO RECHARGE YOUR MARKETING
Lead Score
Take the average of this column.
Persona
Use a Pivot Table to see total numbers of each
category for this column.
If you don’t use HubSpot, use the current software, analytics, and/or
data you’ve collected over time to gather similar information to what
HubSpot provides. You may not receive the full picture, but hopefully
have enough data to analyze and extract conclusions.
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19. 19
HOW TO USE CUSTOMER DATA TO RECHARGE YOUR MARKETING
Now What Does All That Data You Pulled Mean?
Once you have completed the step of pulling your data, you can now
begin the process of analyzing it. Here are some suggested pieces to
analyze from the data you’ve pulled:
Use these charts to help determine some helpful takeaways and insights about the data
you have collected with your forms.
Demographic Data:
Number of Employees
The company size that is most closely aligned
with your target customer.
Annual Revenue
The average revenue of companies most likely
to become your customers.
Industry
The most common industries that are finding
your site on the web.
Gender
The gender of the person most commonly researching your product/service offerings.
Age
The age of the person most commonly
researching your product/service offerings.
Job Title
The role of the person most commonly
researching your product/service.
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20. 20
HOW TO USE CUSTOMER DATA TO RECHARGE YOUR MARKETING
Analytics/Behavioral Data:
Average Sales Cycle
(Close Date - Time First
Seen)
The average length of time it takes a new
customer to convert on your site.
Research Period (First
Conversion Date - Time
First Seen)
The average length of time it takes a new
prospect to become a lead.
First Page Seen
The pages that have been successful at
bringing leads into the sales cycle.
Original Source Type
The most effective traffic sources in driving
new customers to your site.
Number of Visits
The average number of visits a lead makes
before becoming a customer.
Number of Pages
Viewed
The average number of page views a lead
sees before becoming a customer.
Number of Emails
Received/Delivered
The average number of emails received that
helped nurture the customer.
Number of Emails
Clicked
The average engagement of leads with your
email campaigns.
Number of Social
Media Clicks
The number of times the lead/customer
engaged with your site via social media.
Demographic Data:
Lead Score
The average lead score that is indicative of a
prospective customer. This will help you
identify if the lead score values might be
using to register a lead as “marketing
qualified” are accurate.
Persona
What persona group most commonly leads to
customers.
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21. 03
21
HOW TO USE CUSTOMER DATA TO RECHARGE YOUR MARKETING
Chapter
HOW TO USE YOUR
FINDINGS TO INFORM
YOUR MARKETING
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22. 22
HOW TO USE CUSTOMER DATA TO RECHARGE YOUR MARKETING
How to Use Your Findings to Inform Your Marketing
There are a number of ways the findings from your customer audit can
be used to inform your marketing. Here are a couple of examples:
1. Determining Your Lead Score Values
If you have never used a Lead Scoring tool before then the customer
audit is critical to making sure that lead score values are based on
objective data rather than subjective assumptions. To get started,
make a list of the values above that are represented in your lead
scoring tool (if you are using the HubSpot lead scoring tool, all fields
should apply except for Average Sales Cycle and Research Period).
From there, prioritize your list from the most important characteristics
to the least and assign point values in descending order.
2. Informing Your Content Strategy
Use the “Emails Delivered” and “Emails Clicked” fields to determine
the number of emails with which most customers willingly engage.
Next, review the Average Sales Cycle value to determine the
lifespan in which the customer reviewed these emails. Compare
these numbers to your existing lead nurturing campaigns and overall
email marketing strategy. Are you sending the right number of
emails? If not, consider tweaking your campaigns accordingly.
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23. 23
HOW TO USE CUSTOMER DATA TO RECHARGE YOUR MARKETING
Use the “First Page Seen” data to determine the field that is most
successful in driving visitors to your site. For most companies, this
will be the home page, make sure to review the next 2-3 pages on
the list!
1..Review the content of these interior pages, what do they
provide that might be resonating with the visitor? Do you have
any offers that speak to these topics? If not, consider building
them out and promoting them on these pages.
2.. Are the pages accessible from your homepage and other key
entry points (blog, social media, etc.)? If not, consider providing
more direct links to these pages throughout your site.
3. Determine Your Most Successful Traffic Sources
One of the simplest metrics identified in the Audit is the referring
traffic source. Review the most successful sources for customer
generation (Note: this may not be the same as the most successful
site for lead generation). Do most of your customers come from
organic search? Consider investing in your blogging team. Are most
of your customers coming from eferral traffic? Consider expanding
your PR team to help promote your content even further.
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24. 24
HOW TO USE CUSTOMER DATA TO RECHARGE YOUR MARKETING
4. Update Your SLA
If your Sales and Marketing teams are aligned, you may have set
up a Service Level Agreement (SLA) to determine the types of leads
Marketing must generate for the Sales team. Use the data provided
in the audit to determine if the parameters you’ve set for a marketing
qualified lead are accurate.
5. Structure Your Content to Appeal to Your Target
Industries
Review the data from your demographic fields (Industry, Annual
Revenue, Age, Gender and Job Title). Does your existing content
speak to this demographic? If not, consider adding some additional
blog posts or offers (ebooks, webinars, checklists) targeted to these
audiences.
6. Update Your Marketing Personas
Review the assumptions you’ve made about your target persona
groups. Does the demographic data you captured about your
customers align with your assumptions about lead qualification? Is
the Average Sales Cycle in line with your presumed buyer’s journey?
If not, consider tweaking your personas to include these new
findings.
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25. 25
HOW TO USE CUSTOMER DATA TO RECHARGE YOUR MARKETING
Conclusion.
O
nce you have completed your first audit, plan to make it a regular
occurrence so you can recalibrate your assumptions from time-to-time.
The audit can be performed as often as once per quarter and should be
performed at least once per year.
If you take away one thing from this ebook, it’s this: Your customer
data is an extremely useful tool in helping you create an effective
(and objective!) marketing strategy. Use these insights as a means
to understand how and why your customers found you. The more
you understand your existing customer base, the better you will be at
designing relevant content to find more people who look just like them.
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26. 26
HOW TO USE CUSTOMER DATA TO RECHARGE YOUR MARKETING
COLLECT THE DATA YOU
NEED WITH HUBSPOT.
Not a HubSpot customer but want the same data mentioned in this
guide? Talk to a HubSpot specialist to learn how you can easily put the
right software in place to get the right data to inform your marketing.
Click here to contact a HubSpot marketing specialist today.
TALK TO US
TODAY.
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